Monthly Archives: May 2014

The key is being different in sales.


Are you using Video Email Marketing?

It seems like at every turn you run into videos.  There are funny videos, informational videos, conference showcase videos and blog videos now.  And, the plethora of video in marketing and on the web is for a very good reason, they work!

Just consider the following statistics:

  • 84.4% of the U.S. Internet audience viewed a video online, according to a study done by comScore in January 2012.
  • The duration of the average online content video was 6.1 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 12.2 percent of all videos viewed and 0.9 percent of all minutes spent viewing video online.
  • An optimized video increases the chance of your brand being on the front page of a Google search engine result by 53 times!

So, back to the question. Are you using Video Email Marketing today? The answer is probably not. However, you would logically think that using video in email marketing would be common place, wouldn’t you? But, it’s not. In fact, it is relatively new. With that said, we believe it’s worth exploring now and implementing as part of your sales and marketing efforts.

Here are several examples of how video email marketing may work for you:

For Profit Business: 

  • Be Different: Nudge, nurture, & convert new leads
  • Share: Share updates & ideas with active clients
  • Top of Mind: Stay in front of past clients over time
  • Personalized Marketing: Market your new software updates or share a new service you have
  • Referrals: Referrals, & just saying thanks for referrals
  • Management: Recruit, train, motivate, & congratulate employees

Not for Profit Organization: 

  • Newsletters: Send weekly newsletters & updates
  • Devotionals: Send mid-week devotionals
  • Greeting Cards: Send holiday & special occasion greetings
  • Attendees: Follow up with new attendees
  • New Member: Welcome new members
  • Events: Send event invitations & reminders
  • Target: Send targeted messages to specific groups
  • Mission Updates: Share updates on missions, projects, & goals

Once you begin to utilize this new medium option, you will be amazed at how many different impactful this type of tool can have in your business or nonprofit.

Currently, BombBomb is the leader in this space. And, we are a proud affiliate of this awesome software tool. So, if you are interested in learning more ways you may utilize video email, please contact us or sign up for a free trial now by clicking here. 





Digital Body Language

The Key to Understanding Digital Body Language

It has long been believed that applying warning labels to packages of cigarettes would help curb the desire for that product. As the world began to understand more and more about the health risks of cigarettes, it was generally agreed upon that we should strive to get people to stop smoking this product. What no one at the time expected was that the psychology of buying this product might be forever changed, and not in the way we had hoped.

Warning Labels Increase Smoking Desire

The exact opposite impact of warning labels on cigarettes has been felt. A study conducted by scientists at Tel Aviv University concluded that warnings labels have actually helped to promote trust in the product. This was a quote from the website about this paradox,

“We showed that warnings may immediately increase concern and decrease consumption,” said Steinhart. “But over time, they paradoxically promote trust in a product and consequently lead to more positive product evaluation and more actual purchases.”

What This Means

Just because this study found what it did about cigarettes does not mean it applies to every product. It does however show us that there are important factors to consider when marketing a product. Sometimes, things that you may not have considered can weigh on the minds of consumers and perhaps encourage them to buy when they might not have otherwise.

Over the past several years, the buying cycle for products and services has moved to online. The evolution of Web 2.0 environment with its easy access to competitive product information and peer feedback has transformed how you should be marketing your products and services. Salespeople get less face time with clients. Buyers are more educated and have greater leverage in the negotiation process.

When making a buying decision there are any number of factors that go through a customer’s mind. They are not necessarily making their selection only based only on price, but they will obviously consider this as one of the many factors that they have to weigh before making a purchase.

You have to incorporate a strategy for understanding digital body language and the psychology of buying into your inbound marketing process.

Businesses that cannot track and analyze the behavior of their top prospects are likely to find themselves at a competitive disadvantage going forward. The question is not whether you need to consider investing in technology to help in this effort but whether it can afford not to make the change.

As Jill Konrath, Author of Selling to Big Companies, states that “Information is the price of admission in today’s hyper-competitive market. It is simply too hard to get in the door now without good data on your clients.”

Keep this in mind and look to see what kind of things encourage your buyers to buy more. The content and words you use are important. For example, when selling to the nonprofit industry, you may want to use softer words to describe the same result of increasing revenue. In other words, instead of improving sales, you should be talking the nomenclature pertinent to your audience like donations. 

Contact us if you would like to know more about the software automation tools and strategy you need to understand the psychology of your potential customers  and how to best be found and find them in the digital world today.

How do you benchmark lead stages and track your success?

This infographic comes from Maribeth Ross, Chief Content Officer and Marketing Effectiveness and Strategy analyst at the Aberdeen Group, who recently released new research on how Best-in-Class companies are measuring and reporting conversion through lead stages. In a Demand Generation study of 199 marketing and sales professionals from March 2014, 77% of respondents rated visibility into lead performance across marketing lead stages as very valuable. However, only 43% indicate they can do this effectively.

Per Mrs. Ross, “The best way to leverage marketing automation to its fullest is to have the foundational elements in place,” Ross notes. “Having an agreed upon process for lead management with sales and a formal method for reporting conversions is the first step to Best-in-Class performance. For example, proper implementation identifies the stage each lead is in and captures date stamps for when all lead stages are achieved (prior and current).”

The Aberdeen infographic below demonstrates average conversion rates at lead stages from Marketing-Engaged Contact to closed deal. Use these numbers to benchmark your own team’s performance, and download the full report here for more benchmark statistics and a framework for establishing lead stages and tracking revenue success.

Below you will find a great Infographic underscoring the state of demand generation today.

Infographic on Lead Conversion from SmartforMarketing

If you are exploring Marketing Automation or would like to discuss how you can bring more customer advocates, please keep SmartThoughts in mind.