Tag Archive for Consumer Behaviour

What Is Your Lead Generation Process for New Business?

Believe it or not, most small to midsize agencies have no consistent process for generating online leads.

Business development doesn’t have to be so difficult. With a little forethought and the creation of simple steps and processes, you can create a system that will make it much easier to kick-start your online leads.

Here are 7 ideas to help get you started:

1. Consistently Use Lead Generation Platforms

The battle for new business has moved online.

According to Marketing Sherpa, 80-90% of business to business transactions begin with a search on the web.

Lead Generation
You want to enlarge your agency’s online footprint to have the ability to consistently generate more leads. These are some proven platforms:

  • For over eight years, I’ve prescribed creating a niche blog for agency new business and have helped create over 200 personal blogs for agency principals. A personal blog can provide small to midsize agency owners with a perfect platform to create positioning of authority and appeal to a very specific target audience. It’s like a fishing expedition. You fish for a specific fish with a particular bait, you fish away from the boat (the agency’s website) so you don’t scare off the fish.
  • Repurpose your online content into white papers, eBooks, SlideShare presentations and videos.
  • Create your own training events. Add live webinars, online training courses, offline seminars and workshops to your lead generation tool box as a way to build relationships and buy-in from prospects. You’ll quickly establish value and a positioning of expertise when your first face-to-face meeting is a paid engagement.
  • Use your personal social media accounts to grow your online community of prospects and engage with them online. Most agencies still haven’t tapped into the power of social media for creating new business leads. It is networking on steroids.

2. Create Specific Calls-to-Action

A call to action is an important element for generating inbound leads. Every call to action must immediately answer two primary questions: First, what do you want prospects to do? Second why should they do it? An effective CTA will eliminate the guesswork. A resource that you might find helpful is Hubspot’s 101 Examples of Effective Calls-To-Action.

3. Qualify Your Leads

To begin a successful lead generation program, one of the first steps is to identify and qualify your best prospects.

A business development person without leads is like a fish out of water. Neither can survive very long. Yet …

Only 30% of B2B marketers know the names of decision makers in the companies they are targeting. The RAIN Group

To be successful in new business development, you must first name your prospects. Then it’s important to qualify them. Unqualified prospective client meetings are as bad as no meetings at all. It is a waste of agency time and resources.

4. Try Speaking for New Business

Speaking at events attended by your best prospects will provide you with instant credibility. It’s an excellent tactic for business development, particularly for small to midsize agency owners. Having the opportunity to speak in front of a highly targeted, interested group of prospects is the most effective form of lead generation.

Public speaking is an essential component to my business development program. I have been the keynote speaker for more than 100 events in the U.S., Canada and in the UK, speaking on topics related to leadership, business development, and social media. It’s typical to come away from these meetings with new clients. That’s why my personal marketing is designed to facilitate more opportunities to speak.

5. Eliminate Web Forms to Connect with a Person

Most people don’t like completing online forms. Prospects have no idea who gets their information,  the follow-up or how their info will be used in the future. When a prospect has an interest, it is often short-lived. I encourage my clients to make their contact information directly available to their prospective clients. Remember, you’re not selling widgets! Make it easy for them to reach out to you.

6. Add and Optimize Landing Pages for More Leads

Landing pages are vital to producing inbound leads. According to some studies, over half of landing page visitors leave within 5 seconds. You need to know how to get the most from them. For instance:

  • Using correct targeting and testing methods can increase conversion rates up to 300%.
  • According to the Marketing Sherpa’s Benchmark Report on Landing Page Optimization, only 52% of businesses and agencies that use landing pages test them to find ways to improve responses.
  • You should have only one specific offer for each landing page but 48% of landing pages contain multiple offers.
  • Adding videos on a landing page can increase conversions by up to 86% according to a study by Eye View Digital.
  • You may not realize it but long landing pages have the greater potential to generate significantly more leads, up to 220% more leads than above the fold call-to-action. Email Monks

New business success is dependent on the number of qualified leads. So, the first step toward this objective takes place by developing effective landing pages.

7. Provide Social Proof

As part of my consulting work, I’m asked to review a lot of agency websites from a new business perspective. Recently, I was reviewing the website of a large agency in New York. I wasn’t surprised that I didn’t find a single testimonial from a happy client. A good number of agencies neglect to add this important component to their marketing mix.

Third-party validation is a powerful tool.

63% of consumers indicate that they are more likely to purchase from a site if it has reviews and testimonials. – CompUSA and an iPerceptions study

Adding client testimonials and recommendations is one of the easiest ways to empower your lead generation program. Testimonials help to eliminate skepticism, provide credibility and trust.

 

Professional Guest post by Michael Gass, Business Development Consultant | Speaker | Author of Fuel Lines

Customer Reference Programs: Making satisfied customers talk

What do you offer your leads after a trade fair? Ideally, he is presented with a reference example that leads to instant conviction.

Using satisfied customers as references for PR & Marketing

When it comes to convincing new customers, references still form the crucial basis. This is something every marketer and every sales person is aware of. Especially after trade fairs best practices and case studies are vital instruments in turning new contacts into new customers.

Satisfied customer! Yes!

If companies are yet reluctant to integrate satisfied customers in their Sales and Marketing Communication, this often has one reason: fear of the customer. Because the customer might be currently unhappy. Because he could be bothered by the request for support. Because he might not agree with the text of a reference brochure. Because the customer’s communications department will not release information anyway. Because there is no one who could write a substantial text, not to mention interviewing the customer at eye-level. Or because….Well, of course: these are all serious obstacles blocking the way to a reference flyer, a success story press release or a best practice video.

But here comes the good news: These obstacles can be overcome by experience and planning. A professional reference program presents the right solution. Integrated in the sales process, it brings order, transparency and commitment into communication. If someone is well informed, then nothing goes wrong. – At least, this is what I have experienced: After successfully closing reference projects, our customers are always happy – as are their customers, too.

Annegret

 

 

 

 

 

 

Text by Dr. Annegret Haffa. @drhaffa
http://www.haffapartner.de
Click here to access the Agency Blog

Top 5 Communications and Productivity Apps From 2012

Biography

Richard McMunn is the director and founder of www.how2become.com; a career and recruitment specialist. Richard has written a number of books and helped numerous applicants prepare for and pass recruitment processes.

Top 5 smarthphone apps

There is no doubt that 2012 was a huge year for smart phones. We saw the iPhone 5, Galaxy S 3, and the Windows Phone 8 arrive on the scene. Yet, in the end it is the apps that really count and 2012 did not disappoint. There are new killer apps that save business users time, and money, while supercharging communications and productivity. The best part is the apps that aren’t free are available super cheaply. It is easy to look at longtime mainstream apps and put them into the top 5, like Evernote. While this is a great app this article focuses on 5 top notch apps that are perhaps lesser known, but deserve greater recognition. In other words, these are top apps that are must haves and you should embrace them if you are a Smart Phone business user.

The first Smart phone app we’ll look at is called CallFlakes, and it is for the Android operating system. The app is available for free, and is supported by ads. CallFlakes does all the things you might typically do after a business phone call has ended. For example, the app offers six useful follow-up options, such as text, reminder, email, meeting, share, and call. The app even offers a Google search option in the event you need to look something up fast. CallFlakes is a must have for all business users, and one tap gets the ball rolling.

Another great little app is Glyder for the iPhone. In the current down economy effective marketing is the key to being successful in business. Glyder easily allows you to create and then distribute a cornucopia of marketing messages, such as daily deals, coupons, and thank you notes. Once you have created your marketing message you can easily send them via email, Facebook, or via text message.
Unfortunately, the iPhone does not allow business users to create email groups. If you are a sales manager it is absolutely vital that you be able to communicate with your team, fast. This is where the MailShot app has you covered. This app allows you to build email distribution lists fast and effortlessly. You simply create your group and the app saves it directly to the phone’s address book. MailShot pro only costs a few pounds, and allows you to create 100 groups and send to 100 recipients.
The Maluuba Android app is your Siri Alternative, and while it looks like a Windows app, it is not. Maluuba is a voice powered app that helps schedule appointments, can check the weather, and can even find the nearest FedEx drop off box. This robust app will have you accomplishing more tasks in less time.
The last app is called WorkFlowy for the iPhone. This little gem is nothing more than a simple outliner. Yet it is the simplicity of the app that makes it so powerful. How? WorkFlowy allows you to organise your thoughts fast and be more productive on the go.
In the end, business users are busier than ever and have come to rely on their Smart Phones to be more productive. Yet, it is the apps you use on your phone that can make or break success. The apps listed offer something for everyone. Give them a try, you communicate better and can be more productive than you ever thought possible.

 

Understanding Post Purchase Behaviour Consumption

Dr. Brian Monger, CEO of MAANZ International has written an interesting article about understanding the aspects of the post purchase behaviour of consumers. Mr. Monger  shares his knowledge with us! Follow Brian on Twitter.

Consumption represents consumers’ usage of the purchased product. Although this definition is simple, understanding consumption is much more complex. Indeed, there are a number of different ways to think about consumption. Let’s start with consumption behaviour itself.

User and non-user are terms often used to distinguish between those who consume the product and those who do not. The number of people who fall into the user and non-user categories is important for businesses to know for a couple of reasons. Knowing the number of current users in a product category is one indicator of the market’s attractiveness to the firm.

An understanding of consumption behaviour requires more than simply distinguishing between those who consume and those who don’t. Indeed, consumption behaviour can be characterised along a number of important dimensions discussed below

When Does Consumption Occur?

One fundamental component of consumption behaviour is when usage occurs. In many cases, purchase and consumption go hand in hand. That is, in making the purchase, we have committed ourselves to consumption. Buying tickets for a concert or sporting event, eating at a restaurant and taking your car to the local car wash fall into this category At other times, purchases are made without knowing precisely when consumption will occur. Food items bought at the supermarket sit on a shelf or in the refrigerator until you decide to consume them.

When consumption decisions are made independently of prior purchase decisions (such as when you are choosing something from your pantry), it may be worthwhile for a firm to consider putting some of its efforts into”. encouraging consumption rather than focusing exclusively on encouraging purchase.

The time of day at which usage occurs is another component of understanding the ‘when’ of consumption behaviour. Food consumption depends very heavily on the time of day.

Knowing when consumption occurs can be especially important to marketers as different products can be used for night-time and daytime. Medications fall under this category and as well as cosmetic products such as moisturising creams.

Where does consumption occur?

In addition to ‘when’ consumption takes place, it is useful to understand ‘where’ consumption takes place. Beer sales are quite sensitive to whether consumption happens inside or outside the home. The majority of sales for domestic brews are generated by in-home consumption. In contrast, imported beers obtain the majority of their sales ‘on premise’ in bars and restaurants. Apparently, many believe that drinking imported beers projects a more favourable social image to those present during consumption.

How is the product consumed?

Different people may purchase the same product but consume it in different ways. Consider rice. Sometimes rice is used as an ingredient that is mixed with other food items (e.g. nasi goreng). Sometimes it is served by itself as a side dish. The particular brand of rice that is purchased often depends on how it will be used.

Understanding how the product is used may also lead to uncovering new business opportunities. Sometimes firms discover consumers using their products in new and innovative ways.

How much is consumed?

Although a group of consumers may share a common bond in terms of engaging in the same consumption behaviour (e.g., wine drinkers), they may differ substantially in the amount of consumption. Some may have only an occasional glass of wine; some may drink wine nearly every day but only at the dinner table; and some may drink it every day, all day long.

These differences in the amount of consumption provide one basis for segmenting the user market. This form of segmentation, called usage volume segmentation, typically divides users into one of three segments: heavy users, moderate users and light users. Heavy users are those exhibiting the highest levels of product consumption. Light users are those who consume rather small amounts of the product. Moderate users fall in between these two extremes. All else being equal, heavy users are typically a primary target market. In most cases, the profit potential gained from selling to a heavy user greatly exceeds that realised from moderate and light users.

Changing the amount of a product’s consumption is often an important business objective.

Those interested in consumer welfare often find themselves trying to change the amount of consumption. In recent years, substantial efforts have been undertaken to reduce the consumption of such things as cigarettes, illegal drugs and alcohol by underage drinkers.

How does it feel?

A critical characteristic of many consumption behaviours is the particular feelings experienced during consumption. How do you feel when you are eating your favourite lollies? The last time you visited a dentist, how did you feel? What (if any) feelings do you experience when pouring laundry detergent into the washing machine?

Feelings come in many different shapes and sizes. They can be positive (excitement, pleasure, relief, contentment); they can be negative (anger, boredom, guilt, regret). Sometimes they are overwhelming. More often they are experienced with much less intensity.

Most consumption behaviour is rather ordinary and experienced with little feeling. Pouring laundry detergent into the washing machine, taking vitamin pills and pumping petrol into a car are activities usually performed without much feeling.

Of course, even an ordinary consumption activity can evoke strong feelings when things go wrong. Negative feelings, such as disappointment and regret, perhaps even anger, may arise whenever the consumption experience fails to measure up to what was expected.

Typically, negative feelings during product usage are undesirable from both the customer’s and firm’s perspective. Although they may sometimes be an inherent part of the consumption experience (such as the nervousness and anxiety that accompanies getting a tooth removed), often they are the result of failing to deliver what the customer wants and expects. Feelings such as disappointment, regret, frustration and anger are clear indicators of a problem. Implementing corrective actions requires identifying the reasons for these negative feelings.

Depending on the nature of the consumption experience, firms may find it beneficial to position their products based on the feelings experienced during consumption. There are two basic approaches for positioning the product in terms of consumption feelings. One approach is to focus on the positive feelings that consumption provides.

Marketers use imagery to incite the desired emotional state. Many consumers feature emotional arousal as a primary benefit. Similarly, many consumers experience tremendous guilt when eating food, especially if the food is less than healthy.