How To Take The Sting Out Of Cold Calling With Inbound Marketing
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Do you dread cold calling? Want some strategies to help ease the pain? Inbound marketing helps companies generate, warm up, and pre-qualify leads for their sales team making cold calling a lot more effective and bearable. In this webinar Ron Medlin and Angela Ostroff of SearchDog Marketing show you the 3 step methodology of inbound marketing to help you "Take the sting out of cold calling" for your sales team.
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How To Take The Sting Out Of Cold Calling With Inbound Marketing
- 1. Taking The Sting Out Of Cold-Calling Download Presentation http://slidesha.re/11huYCQ
- 2. Taking The Sting Out Of Cold-Calling 3 Step Method To Generate Warm Leads For Your Sales Team
- 3. Our Background Angela Ostroff – V.P. of New Business Development for SearchDog Marketing Ron Medlin – Founder and CEO of SearchDog Marketing
- 4. Today’s Agenda • Cold Calling + Inbound Marketing – The Difference? • Why add Inbound Marketing to your sales strategy? • Inbound Marketing Methodology • Step 1 – Get Found • Step 2 – Convert • Step 3 – Analyze • Q & A
- 5. Cold Calling + Inbound Marketing: The Ultimate Sales Effort • Cold Calling works but can be frustrating. • Inbound Marketing warms up leads for your sales team. • Cold Calling + Inbound Marketing = A happy sales team!
- 6. Inbound Marketing – New Marketing Playbook Why add Inbound Marketing to your sales strategy?
- 7. Inbound Marketing Is CHEAPER!
- 8. Inbound Marketing Is TARGETED!
- 9. Inbound Marketing is MEASURABLE!
- 11. Inbound Marketing Methodology • Get Found = Increase Traffic • Convert = Increase Leads • Analyze = Measure Results
- 12. Step 1 = Get Found • Get Found = (Blogging, SEO, & Social Media)
- 13. Content Drives Lead Generation
- 14. How Does Blogging Generate Leads? • Increases traffic website by • Increasing search engine Visibility • Exposure in Social Media • Builds brand awareness and trust • Positions your company as an industry expert • Creates warmer leads that qualify themselves
- 15. 2 SEO Factors Effecting Rankings On-Page – 25% Off-Page – 75%
- 16. How Does Blogging Help SEO? • Search engines love fresh content • Makes On-Page Optimization easy • People love fresh content • Other sites link to you because of your content • Increases the power of overall site
- 17. Blog Promotion
- 18. Social Media Major Players
- 19. LinkedIn Tools You Should Be Using 1. Business Profile 2. LinkedIn Answers 3. LinkedIn Groups – AWESOME!! 4. Networking
- 20. Step 2 = Lead Capture & Nurturing • Convert = Landing Pages & Email Marketing
- 21. Call To Action Example
- 23. Lead Nurturing
- 24. Benefits of Lead Nurturing •Establishes contact quickly •Maintains consistent communication •Warm up and qualify leads for sales team
- 25. Step 3 – Analyze & Improve • Analyze = Measure Results
- 26. Metrics: Traffic, Leads, Customers
- 27. Dig Deeper To Find What’s Working
- 28. Summary • Cold Calling + Inbound Marketing is a very effective sales strategy! • Inbound Marketing Method – 3 parts • Get Found – Increase traffic via Search Marketing, Social Media, Blogging, Email Marketing • Convert – Create Offers, Landing Pages, Lead Nurturing • Analyze – All Steps, Find Funnel Weaknesses, Focus and Improving
- 29. Special Offer For Klpz webinar Attendees!! FREE 30 Minute Consultation + Inbound Marketing Assessment www.SearchDogMarketing.com/klpz-offer Call Angela at 814-337-2414
- 30. Questions?? Call Angela at 814-337-2414 Or Visit www.SearchDogMarketing.com
Editor's Notes
- Angela: Good Afternoon and WelcomeKlpz users to our presentation to help you to “Take The Sting out of Cold-Calling. My partner Ron Medlin and I will be presenting A three step method to generate warm leads for your sales team. Thank you Bob Howard for arranging this webinar. We will spend the next 30 minutes presenting a marketing approach that some of you may already be thinking about. We hope to provide you with an education about how your can implement this strategy and launch your sales revenues in 2013! So, sit back and enjoy! The presentation will take about 20 minutes and then we will take your questions at the end.
- Angela: Good Afternoon and WelcomeKlpz users to our presentation to help you to “Take The Sting out of Cold-Calling. My partner Ron Medlin and I will be presenting A three step method to generate warm leads for your sales team. Thank you Bob Howard for arranging this webinar. We will spend the next 30 minutes presenting a marketing approach that some of you may already be thinking about. We hope to provide you with an education about how your can implement this strategy and launch your sales revenues in 2013! So, sit back and enjoy! The presentation will take about 20 minutes and then we will take your questions at the end.
- Angela and Ron: My name is Ron Medlin and I’m the founder of Searchdog Marketing, which I started back in late 2009. I have over 5 years experience in online marketing strategy and implementation. Started out in the business focusing on search engine marketing specifically SEO and pay per click advertising and over the past few years our company has evolved to become more of a hybrid marketing agency that can handle all aspects of marketing campaigns from search and social media marketing, to content marketing and PR, and we even run some more traditional marketing campaigns like direct mail and things of that nature for some of our clients as well.My name is Angela Ostroff. I am responsible for New Business Development or sales. My strength lies in sales and marketing strategy development for the B2B client. I have worked with multiple companies to develop a sales strategy for increasing leads and sales. Most of our clients have a 3 to 12 month sales cycle that requires development of each step of the funnel. My strength is in the development of the funnel to deliver qualified warm leads to the client.
- Angela:
- Angela:Our discussion today is geared towards Inbound Marketing, since most of you have mastered the art of cold calling or Outbound Marketing. Utilizing KLPZ/Contact Science allows you to add science to your outbound marketing programs to convert your cold prospects into clients or revenues for your companies. Inbound Marketing or internet marketing will provide your sales team additional warmer targets for your telephone prospecting process. These targets are warmer because they have responded to a campaign that you have placed on your website and promoted online through blogging or social media. These warmer leads are what we are referring to when we say Inbound Marketing can help you to TAKE THE STING OUT OF COLD CALLING.
- Angela: Now we are going to dig into the details of Inbound Marketing and I will turn the floor over to Ron. . . .Ron:So let’s talk a little bit about inbound marketing. Why should you consider adding inbound marketing to your marketing playbook? Well Customers and businesses are becoming much smarter about shopping for products or services online. They search for products and services using search engines like Google and Bing, they ask friends and followers for opinions and do company research on social media sites, they keep up with industry experts by reading blogs and following them on social media. So companies today have to understand how to leverage these channels to reach their prospects and convert them into customers. Inbound marketing lays out a methodology that helps companies accomplish this. So let me explain some of the pros of adding inbound marketing and why you should add these strategies to your marketing playbook.
- Ron:This slide is from a study done by Hubspot – a marketing automation company that provides tools for inbound marketing. As you can see inbound marketing on average costs 62% less to generate a sales lead than oubound marketing strategies such as buying a list or using traditional marketing like tv or radio ads.
- Ron:Also inbound marketing is highly targeted. While traditional marketing like TV, radio, and newspaper is more of a spray and pray approach to marketing where you spend money on an advertisement and hope someone who needs your product or service sees the ad at the perfect time when they have a need for your product or serviceInbound marketing helps ensure that your products or services are found on search engines and social networking sites by the people who are already actively looking for what you have to offer and ready to buy
- Ron:It’s difficult to track traditional forms of marketing although it has become a little more measurable in recent years.Inbound marketing campaigns are very easy to track with tools like google analytics and marketing automation tools like Hubspot. These tools allow you to track everything from where your website traffic is coming from, to which advertising method is most effective which allows you to get a better understanding of which marketing campaigns are working and which are not so you can constantly improve.
- Ron: We have explained some of the benefits of inbound marketing but now we will show you how inbound marketing can MAKE YOU MORE MONEY! Even Jerry Maguire had to show the money.
- Ron: Inbound marketing can be broken into 3 basic steps What you’re looking at here is a basic sales funnel which I’m sure you’re familiar withThe first step in the inbound marketing funnel is to get more people to come to your site and we do this by leveraging things like search engines, social media, blogging, etc.The next step is once these visitors get to the website, we need to convert them into leads and then convert those leads into customers – we do this by offering the visitor something of value such as a whitepaper, ebook, or video series in exchange for their contact info, and then we nurture these leads using email marketing to push them further down the sales funnel the end goal being to convert these leads into customersAnd the 3rd and final step is to analyze all the data to pinpoint whats working and whats not and then create a plan to improve results
- Ron:As I said in the previous slide the first step is to get more traffic to the website, so I’m going to talk about some of the tactics we use to accomplish that goal
- Ron:You may have heard the saying that “Content is King” and from an online marketing perspective that is more true than everOne of the main drivers of the inbound marketing strategy is blogging – unique and valuable content drives lead generationThis slide shows another study done by Hubspot where it was found that blogging frequency has a direct impact on lead generation – in other words the more often and consistent these companies were able to post content on their blogs the more leads they were able to generate for their sales teams
- Ron:So you might be wondering how does blogging help you generate leads? So lets break that down for you.First of all, Blogging is an extremely effective way to increase the amount of targeted traffic that visits your by helping you get found in search engines more easily, to helping you reach more people by promoting your content in social media.Also if your content provides real value for your readers and actually helps people instead of just promoting your products and services. You will position your brand as the thought leader/expert in the industry which builds brand awareness, credibility and trust among your potential customers.Like I’ve said before your blog should be providing hi quality educational content. The more posts your prospects read, the more they begin to trust your brand, the warmer more qualified lead they become when they finally raise their hand and say I’m ready to buy
- Ron:So let’s give you a little background on SEO or Search Engine Optimization for a second – SEO basically means using certain tactics to improve your rankings and visibility in the search engines To be very simplistic there are two main factors that Google uses to rank websitesThe first factor is On Page Optimization – or how well your website is optimized for the keywords you want to rank forThe second factor is Off page optimization – this is referring to the quality and quantity of links or votes pointing to your website from other sites on the web So if you have a better optimized website with a higher number of good quality links pointing to it than your competitors do, you will eventually outrank them and generate more targeted traffic from the search engines
- Ron:The mission of a search engine is to return the most valuable, most up to date information that relates to what the searcher is looking for. For this reason Search Engines absolutely love fresh content. The more consistent you are about publishing fresh content on your blog, the more search engines will spider your website and the higher you will rank in the search engines As I said earlier on-page optimization is one of the main ranking factors – well most blogging platforms have plugins that make optimizing your blog posts very easy Also I said that links from other sites are a great way to improve search engine rankings. Well there’s nothing Google likes better than sites that naturally generate relevant quality backlinks simply because they’re creating extraordinary content. And a blog is the best way to create that awesome content. And finally by posting more and more of this hi quality content the more traffic and links you will get to your website, so your increasing the strength of your overall website and eventually you’ll get to a point where your site is so strong that you could rank for almost any keyword you want.
- Ron:Blogging is an essential part of a successful inbound marketing strategy, but it doesn’t end at simply publishing a blog post. Your prospects can’t read your posts if they can’t find them. To help your potential customers find your posts you need to promote each and every blog post you publish through different social media sites, email newsletters, relevant forums, and other important channels.
- Ron:Let’s talk about social media for a second. There are tons of social media sites out there, but you’re probably familiar with the major players – Facebook, Twitter, LinkedIn, YouTube, Google +, you might add Pinterest to this list for certain types of businessesSo with all these different sites how do you choose which ones you should concentrate on. Well you’ve got to think about who your audience is, where they spend time online, and how do the use these different channelsFor Facebook people want to be entertained so things like photos, videos and contest giveaways are really effective. You’ve got to really engage your audience on FacebookOn twitter you want to follow and engage with influencers in your industry, you also want to monitor mentions or your brand and relevant keywords so that you can engage in conversations with people that are talking about your company or problems your product or service can solve. Twitter is also a great place to share your original content and drive traffic to your siteI don’t want to go in depth in all of these social media sites but I’m guessing that most of you on this webinar are B2B so I wanted to talk a little further about LinkedIn in particular
- Ron:LinkedIn is a social networking site for business professionals with over 200 million members and growing rapidly. So for B2B marketers this can be a very powerful marketing toolBusiness Profile – each person in your company should have a keyword optimized professional looking LinkedIn profile. – this helps your company and employees become more visible when people search for your products and services on LinkedIn – these could be potential customers or referral partners.LinkedIn Answers is a great tool for showing your industry expertise – Look for questions to answer and provide a detailed answer to show your knowledge. You can make a name for yourself pretty quickly if you do this consistentlyLinkedIn Groups is probably my favorite LinkedIn tool, a few of my clients generate over 70% of their leads using one simple method I’m about to share with you (so each individual profile can join up to 50 groups so what we do is join 50 groups where we think our potential prospects would hang out, many of these groups have thousands of members, then after we join the groups we start posting our content in all the groups, this gives each post tons of exposure so it’s a fantastic way to drive quality traffic to your blog posts) its also great to be an active member of these groups and participate in discussions started by other members of the groupNetworking – LinkedIn is a great way to network with potential customers and referral partners – All you have to do is Search for professionals in industries and companies you’d like to meet, connect with them, and start to build your network
- Ron:Now that we’ve got traffic coming to the site, we need a way to capture their contact informationThat’s where Step 2 in the inbound marketing strategy comes in to play. So how does a company set up their website to capture leads more effectively?The first step is to create something of value that you can give away in exchange for the prospects contact information, and this could be any number of things like a whitepaper, or ebook, registration for a free webinar, or even a free trial or product demo. Whatever the company chooses to give away it has to present enough value to the prospect that they’re willing to share their contact info with you.
- Ron:Once you’ve nailed down and created what you’re going to giveaway, you need your prospects to be able to find this offer and to do that you need to create what we call a “Call To Action” and this can be a simple link or you can create a pretty button, but it needs to be obvious what action you want the prospect to take. You need to place these “Call to action” buttons on your home page, on blog posts, on email newsletters, and anywhere else that might be relevant to what you’re giving away.If you take a look at this slide, the red arrow is pointing to a great example of a call to action button on the homepage of this accounting website – The most important parts of this call to action is that it has an enticing headline “7 Steps To Growing Your Business By 180%” and gives the visitor an action to take “Click to Download” Once the prospect clicks on this call to action they are lead to a landing page
- Ron:Which is what you’re looking at here. This is simply a webpage where a person shares their contact information in exchange for the offer they’re presented with.Just a few landing page best practices to share with youYou want to have limited navigation – the purpose of the landing page is to capture a visitors contact information, so you want to limit their choices on the page so that they don’t click without submitting their info.You want to make the landing page short, clear, and simple – explain the benefits what your giving them in a few bullet points but make them short and to the pointYou want to have your opt-in field above the fold of the page so that the visitor knows theirs a form they’re supposed to fill out, and they don’t have to scroll down the page to see itThose are just a few best practices you should follow when your creating your landing pages
- Ron: Once the prospect has been to the landing page and submitted their information to receive whatever offer a company is giving away, they will be added to your database, so the next step is to move them further down the sales funnel using lead nurturing-Lead nurturing is basically the strategy of sending a series of automated emails to an early-stage lead in order to pre-qualify them and move them down the sales funnel.
- Ron:Lead nurturing has many benefits that help companies qualify and warm up leadsFirst it establishes contact quickly – a study by InsideSales.com found that 35-50% of sales go to the vendor that responds first to an inquiry – so having an automated system in place allows companies to automatically send out an email once someone fills out a landing pageMaintaining consistent communication - It’s important to stay on your prospects mind so maintaining consistent communication is very important and lead nurturing allows you to automate that process - 66% of buyers indicate that "consistent and relevant communication provided by both sales and marketing organizations" is a key influence in choosing a solution provider, according to a study by Genius.com Also by presenting different types of content in lead nurturing campaigns and identifying who responds to what, you can pre-qualify your leads for your sales team so they spend time on only the warmest leads in your database
- Ron:So we’ve talked about how to drive more traffic to your website and how to convert that traffic into leads then nurture those leads to become customers now lets talk about the 3rd step in the process – analyzing the data we’ve collected and improving your results
- Angela:Now when you start running these inbound marketing campaigns like we’ve been showing you it’s important that your measure your results so you can analyze where your traffic, leads, and customers are coming from in order to pinpoint whats working and whats not so you can allocate more of your time and budget towards whats working and improve on whats not or move on.- We use a tool called Hubspot for all of our own marketing and for most of our clients. Hubspot is a tool that helps you streamline all of the steps in the process we’ve outlined today so it saves a lot of time and effort. Here is a couple of screenshots from one of our clients analytics. The top one is their traffic month over month and the bottom is their leads month over month. The different colors represent the different sources where this traffic and leads are coming from. So for instance you can see that month over month the traffic and leads are growing in direct traffic, social media, and organic search. And if you wanted to dig deeper you could click on one of the sources on the right column and analyze even further.
- Ron:So for instance I noticed that social media traffic and leads are growing, but I want to know what social media sites are driving all this action. So I clicked on the social media tab in the right column and it shows me all the social media leads I’ve gotten. Remember how I told you about the linkedIn strategies. Well if you look here a huge portion of this clients leads is coming from LinkedIn, so this stuff works like crazyThis is how you analyze the results your getting so you can understand whats going on with your marketing so you know where to spend your time and effort to get the most out of your marketing budget and continuously improve your results
- Angela: Thank you Ron for the excellent information about Inbound Marketing!
- Ron: First of all Let me thank everybody for attending the webinar today! We have a special offer for all Klpz attendees . . . .Our Inbound Marketing Assessment will uncover- Who is doing the best job of internet marketing out of you and your competitors and Who gets the most traffic?- You’ll find out if your site passes the search engine optimization test? It will also give you some quick tips for improving your website.- It will show your how you compare to your competitors in the blogosphere and social media?So to take advantage of this offer just go to the link on this slide or give Angela a call at 814-337-2414
- Angela: Bob can say a few things.