When the two Allstars who attended the Women of the Channel West conference in May talked about their favorite speakers, Keisha Jackson was top of mind. After speaking to Keisha myself it became clear as to why: Keisha is a refreshing woman in the tech industry who, after one conversation, will leave you with the lasting impression that anything is possible. Don’t miss Keisha’s wise words below:
Q: What are your barriers as a woman in tech and how do you overcome them?
A: I just started in the tech industry 15 months ago. Previous to that, I was working in the higher education and non-profit sector. I think it goes back to an issue of where and when you even learn about tech as a potential career.
For example, Microsoft is 72% male-identified folks, and 28% female-identified. Those are pretty startling numbers, but it’s pretty typical of what we see across the entire tech industry, unfortunately. I learned about tech-related careers in middle school or high school. Now that I look back, I see how educators mentored that pathway. Although I was involved in STEM-related activities, I still lost touch with computer science. I did an internship that involved HR, safety, coding and all of these different elements in my local city when I was in high school. But the mentorship and the engagement, both on my side and the side of my mentors, wasn’t quite there. I majored in sociology and communications as an undergraduate. After graduating from college, I worked at a non-profit organization for nearly 6 years. Then, after I earned my master’s degree in student affairs administration, I worked at two different higher education institutions. That’s where I saw mentors who looked like me, professionals who were women, people of color and had diverse backgrounds. I think that a lot of what we see in the tech industry is “where can I see myself represented in positions of leadership and management?” That’s where many people tend to flow, where they see themselves represented.
Q: What made you want to go into tech?
A: I was working at the University of Washington in Seattle, specifically in the Foster School of Business. With my master’s degree and professional background, that made perfect sense. I spent 11 years working in the higher education and non-profit sector, but the last three years I was at the Foster School and my job was to recruit small and medium business owners who were women, or minority folks from diverse backgrounds who owned and operated businesses of all varieties, including tech, law, catering, so on and so forth. Working with those business owners, really opened my eyes to the type of work I could do with my background, with my various skill sets, and how I can take having a decade-plus of professional experience within higher education and non-profit and move into a different area.
The work that I was doing with small business owners in the community really led me to a connection at Microsoft that was focused on “how do we look at business strategy? How does Microsoft engage their partner ecosystem?” Meaning the hundreds of thousands of small, medium and enterprise businesses that build their business on Microsoft technology. We call that our partner ecosystem. Learning about that and thinking “I can take work that I was doing in higher education around program strategy and program management, and transition into a business strategy role at an amazing technology company,” wasn’t even something I considered. I thought if I moved into the tech sector, being somebody who had a higher education background, I would do that as a university recruiter. When I had the opportunity to connect with a hiring manager at Microsoft, she and I discussed how technology was foundational but the role she was hiring for and the team’s charter was ‘how do we build business strategy into our digital marketing engines to enhance our partnerships with our business partners at Microsoft?’ I thought to myself, “Wow, that’s a job?” I had no idea. Networking and having the exposure of “how do you take your transferable skills from one industry into the next?” and access to the opportunity, of course, is huge.
Q: Do you have an example of a time in your career that you’re most proud of?
A: I would say the time of my career that I’m most proud of is ongoing. It is being able to mentor young women who are interested in whatever industry as they are going through their higher education pathway and trying to figure out where they will land as professionals. That’s been the most rewarding aspect of my career, both when I was in the higher education and non-profit sector and now in high tech, corporate. Being able to connect with young women who need guidance around navigational capital to figure out how this system or this employer works. That’s at the top of, I would say, of life experiences, not just career. Being able to mentor and guide and coach young women.
Q: Do you have any advice you’d give to your younger self?
A: I would just say fail faster so that I learn faster. That’s also my biggest problem I’ve noticed in this, my area for improvement, is the box that I put myself in. Even what I was saying earlier around the fact that I have a master’s degree in student affairs administration. If I was going to move into a different industry, it would have to have some connection to university and college. And I found out that it was not true. So I was limited in my career search for several years because I kept thinking in the box of “if I move into corporate or high tech, it needs to be as a university recruiter” because that’s the background that I have. Why would someone hire me in a role that is not a university recruiter or related to some type of function of that type? I was just very limited in my understanding of what was possible. Part of that is also my access to mentors and leaders, which was mostly in the nonprofit and higher education sector. I know a lot of people that have advanced degrees and have had successful careers, but they primarily work in higher education and nonprofit.
By Elias Ross Trupin, Digital Marketing Intern
Every summer SEED SPOT supports young people in innovation by bringing on students and recent graduates as interns. This intern team develops entrepreneurial programming, supports marketing efforts to recruit more entrepreneurs, crafts grant and development proposals, and plans SEED SPOT’s large scale events – all while pursuing other personal goals and career exploration.
Do you have a passion for impact-driven entrepreneurship and social impact ventures? Can you see yourself joining the SEED SPOT intern team in the fall? SEED SPOT is currently recruiting for the next class of interns starting this September. Learn more and apply here.
Now, it’s time to roll out the red carpet and meet the 11 superstars that will be bringing the heat this summer!
Say “hey” to Lexi FitzGerald, the SEED SPOT Event Management Intern!
Hometown: Green Bay, Wisconsin
School: Arizona State University
Major: Business Law
Hopes & Dreams: Lexi wants to own an advertising firm in the future. She’s passionate about marketing and the creativity that goes into advertising is something she loves doing!
Fun Fact: When she’s not crushing it for SEED SPOT, Lexi likes singing, acting, and spending time with her family at the (great) lakes.
This summer, Lexi will use her experience working with startups to assist with the events that we will be hosting in the Phoenix area and around the country.
“I chose to work with SEED SPOT this summer because I really believe in what their mission is and the work they do. I have worked in the start-up community before, so I really see all of the amazing work that SEED SPOT is doing!”
Meet Yagana Hafed, the Funding & Development Intern.
School: The Sage Colleges, MBA & Thunderbird School of Global Management
Major: Masters of Global Management
Hopes & Dreams: Yagana is on her way to a career in International Development
Fun Fact: Where do I start? She knows 4 languages, has lived in 13 countries, boxes and does powerlifting in her free time while she’s not working as a Teaching Assistant! Want to know more? Just wait for her TED talk.
As the Funding and Development Intern Yagana will work directly with the development team on grants, proposal writing, and donor relations. The goal to identify potential donor organizations and increase resources for SEED SPOT to impact more lives across the States.
“SEED SPOT’s mission is close to my heart; I belong to a multi-cultured minority group myself and I am aware of the struggles faced by such individuals. I continue to see the lack of support and resources available to ambitious entrepreneurs that are not only eager to transform their business idea into a reality, but to give back to their community as well.”
Give a warm welcome to Sarah Beth Strickland, the SEED SPOT Entrepreneur Support Intern.
Hometown: Nashville, Tennessee
School: University of Alabama
Major: BA/MA in Economics
Hopes & Dreams: Sarah Beth dreams of opening a gallery that supports disadvantaged artists by providing supplies and business coaching. Artists are entrepreneurs too!
Fun Fact: She loves to paint as a therapeutic activity. Otherwise, you can find her out on the town with friends at trivia nights or trying new restaurants.
As the Entrepreneur Support Intern Sarah Beth’s work will focus on creating support guides on various topics to help entrepreneurs who have been through SEED SPOT programs. She will also help host support calls to help connect entrepreneurs with the resources they need.
“I am incredibly passionate about entrepreneurship and believe that everyone deserves the chance to pursue their own ventures. I also believe that the best change agents for communities are community members themselves. To me, SEED SPOT epitomizes the junction of these two beliefs better than any organization I’ve seen; I am so excited to be a part of this team!”
Coming to the stage… Ava Stone! Curriculum Development Fellow
Hometown: Washington, District of Columbia
School: George Mason University
Program: Dual Master’s Degree in Conflict Analysis/Resolution and Mediterranean Security
Hopes & Dreams: Her ideal career is to broker design principles in community development which she’s
Fun Fact: Someone who she admires is her mentor, Erik Cole in her words “He is a DC native that went on to run and hold local office in Nashville, TN. Erik is a truly down-to-earth and self-aware leader who applies his passion for civic engagement to developing innovative programs in the social sector.”
As Curriculum Development Fellow, Ava will work on a new and exciting opportunity to engage with the SEED SPOT community starting in August. Stay tuned!
“I’m working with SEED SPOT because I believe in SEED SPOT’s mission to build capacity around social entrepreneurship.”
It’s a bird? A UFO? Nope, it’s Jay Ghosh, SEED SPOT Data Visualization Intern.
Hometown: Washington, District of Columbia
School: University of Colorado at Boulder
Major: Information Science
Hopes & Dreams: Jay wants to be an entrepreneur because he really values the idea of being totally independent and being able to solve problems that the market currently doesn’t have solutions to.
Fun Fact: Jay follows political coverage closely, ask him about the importance of data and data visualization in public policy!
“I chose SEED SPOT because I’m really into data visualization and was looking for experience in that area; it was good fortune that I was able to find it at such a great organization.”
Here come the marketers! Batting first: Zach Geller.
Hometown: Natick, Massachusetts
School: American University
Hopes & Dreams: Much like Jay, Zach likes the idea of entrepreneurship because of the independence.
Fun Fact: Zach’s favorite hobby is skiing – in the winter he goes alpine skiing and in the summer he does waterskiing. He’s also an avid biker, so it’s a good thing DC has so many bike shares!
As a marketing intern, Zach will be compiling data on SEED SPOT’s impact to share our progress with the world.
“I chose SEED SPOT because I’m interested in someday being an entrepreneur. I saw the mission statement of SEED SPOT and thought that it was a really good idea that could help a lot of people and that it’s something that I could be proud to say that I contributed to.”
Coming to the plate Elias Ross Trupin… Oh, that’s me!
Hometown: San Francisco, California
School: The George Washington University
Hopes & Dreams: My ideal career is using social entrepreneurship to create equitable solutions to major structural issues that prevent communities from living their best lives. I do this because I recognize the failures of a lot of well-meaning projects and hope to improve future outcomes.
Fun Fact: I like to listen to walk and listen to podcasts. The other day I walked from Foggy Bottom to the Capital while listening to Smithsonian Side-door, it helps me explore the world in more than one way!
In my role on the marketing team, I’ll be focusing on research-intensive content like blogs, ebooks, and the annual impact report!
“I’ve been a fan of SEED SPOT for a while but I’m now getting more involved in social entrepreneurship as a serious livelihood. I am starting a student organization for peer mentorship next semester and teaching an entrepreneurship course at the GWU Pre-College.”
Batting third for the SEED SPOT Marketers, the power hitter, Madeline Bedard.
Hometown: Portland, Oregon
School: University of Oregon
Major: Advertising & Political Science
Hopes & Dreams: In the future, she wants to work in marketing or advertising in the nonprofit sector. She is driven by a desire to create change through her work and art.
Fun Fact: Madeline is a devoted swimmer, coffee drinker, dog lover, reader, and overall explorer. She has been trying to read more non-fiction books and has a goal to write her own someday.
As a digital marketing intern, Madeline will work on social media posts and analytics as well as assisting with graphic designs for decks and activities.
“I am interested in working for non-profits during my career, and SEED SPOT seems like a great way to start. I love that SEED SPOT empowers entrepreneurs to make a difference in their local communities. I also appreciate that SEED SPOT Alumni have worked in areas of conservation and sustainable development.”
Now, a round of applause for the SEED SPOT Schools Training and Support Intern, Andrew Dzielinski
Hometown: Mesa, Arizona
School: Thunderbird School of Global Management
Program: MA Global Affairs and Management
Hopes & Dreams: Andrew wants to use his experience teaching to make social innovation curriculum a priority in schools.
Fun Fact: He’s hooked on wanderlust and music, but when there’s no money for travel and he’s not at the drumset you can find him discussing philosophy
As the SEED SPOT Schools Training and support intern, Andrew will use his passion for social impact innovation to train teachers on how to teach SEED SPOT’s curriculum to their students.
“I’ve always fought for making sure social impact teaching finds its way into our schools ever since I was a teacher in Malaysia’s Cempaka International School, teaching a class called Global Perspectives.”
SHE’S BACK AND BETTER THAN EVER IT’S BethEl Nager!
Hometown: Scottsdale, Arizona
School: Arizona State University
Major: Elementary Education
Hopes & Dreams: BethEl wants to be an intellectual property attorney to defend the ideas and innovations of Arizona businesspeople.
Fun Fact: Her answer was too good, so we included it in full:
“*Insert Miss America answer here*
If I could wave a magic wand and solve a problem, it would be discrimination. Today, there is a major disconnect between different ethnic groups, races, and cultures. I believe if everyone was reminded that we are all humans, with the same desire to make a difference and be part of a community, the world would be more symbiotic and inclusive.”
As the Community training and support intern, BethEl will help build relationships with mentors, create curriculum, and analyze data about alumni to make SEED SPOT even more amazing.
“I am over-the-moon to be working with SEED SPOT again. I was part of the inaugural high school program. It was an amazing, real-world experience. As a result, I am passionate about business and the protection of ideas. SEED SPOT has a wonderful, vibrant community; learning about entrepreneurship this summer will make me a more well-rounded attorney in the future.”
Last but 110% not least, our very own Graphic Design Intern, Sarina De Rose!
Hometown: Tempe, Arizona
School: Arizona State University
Major: Graphic Information Technology
Hopes & Dreams: Sarina is passionate about graphic design and animation. She’s aiming for a job where learning and freedom are a priority.
Fun Fact: Someone she truly admires is Jane Goodall. She is a person Sarina looked up to growing up and believes she has truly made the world a better place. Goodall’s determination allowed her to make some amazing discoveries and she is a really inspiring person.
As SEED SPOT Graphic Design Intern, Sarina will be designing branded icons and will also be helping out with other support materials like templates and guides.
“I chose to work at SEED SPOT because I felt I could learn a lot from this internship. I also think their core values and overall mission is incredible and truly makes the world a better place.”
So there you have it, these 11 people have seen the world twice over and are ready to make their voices heard through their different roles and goals at SEED SPOT. Keep your eyes peeled for great things to come from each and every one of these inspiring individuals. These interns are getting started on their career journey. If you want to connect with them, email us! “Alexa, this is dope, play Africa by Weezer.”
The post 11 SEED SPOT Summer Interns support Entrepreneurs, manage Data Visualization and more! appeared first on SEED SPOT.
When used correctly, market development funds (MDFs) can be an excellent way to grow your channel business. We’ll share a few ways for you to use these funds more effectively, but first, it’s important that you understand what they are and why they aren’t always a fan favorite in the marketing world.
Understanding Market Development Funds
Market development funds are made available by a brand to help channel partners sell more of their products. MDFs help build brand presence and improve marketing efforts. And while they can be effective, they’re often both underrated and underused.
Sometimes MDFs get a bad rap for yielding low returns, but this is because the funds are either poorly spent or, many times, not even spent at all. Many also cite disorganization, red tape, and constant modifications to the program as common MDF pain points.
On the flip side, when the right strategy is put in place, MDFs can be a successful way to grow your channel program. Cisco Systems is a good example of a company with a program that’s well managed and has positive results. It offers a “virtual wallet” to partners, a tool for spending money on sales and marketing activities.
Cisco also created a “marketing concierge” program, which is essentially an outreach effort to ensure partners are spending MDFs and to make them aware of when funds will expire to avoid wasted dollars. Because 80 percent of Cisco’s business comes from the channel, it has placed a major emphasis on working with partners.
Ways to Use Funds More Effectively
Of course, what you really want to know is how you can use MDFs wisely to boost your bottom line. By following a few of our guidelines, you’ll be reaping the rewards of a successful MDF program in no time.
1. Develop a clear strategy
You should develop a clear MDF strategy, define your objectives, and share them with partners. By establishing a plan up front, you can avoid confusion on the future direction of the program. With that said, you should make sure to be fluid and allow for flexibility in the plan so you don’t limit your partners creatively.
2. Collaborate with partners
It’s important to steer partners in the right direction without holding them back. Guide your partners toward ideas for using the funds, but don’t force anything. This will help provide your partners with focus while still leaving room for creativity. By giving them the flexibility to fully market and brand your content, you’ll empower your partners and help set them up for success.
3. Track the results
You should also track the results of your MDF efforts and then use what you learn to optimize your strategy in the future. Investing in partner relationship management (PRM) software will help you track results, then learn and repeat what worked the best. Make it a point to celebrate the wins of the program by sharing MDF successes to motivate partners.
When best practices are followed, MDFs can be an effective way to boost channel sales. By developing a clear strategy, collaborating with partners, and tracking your results, you can build out a successful MDF program.
Want to learn more about PRM software and how it can help streamline your channel sales and improve your partner relationships? Request a free Allbound demo to learn more about our PRM solution.
The post 3 Ways to Use MDFs More Effectively in the Channel appeared first on Partner Relationship Management Software (PRM).
Call Today! Reserve Your Spot! Contact Us! Submit! These are all examples of call to actions that send different messages to consumers. Perfecting your ads call to action can ensure that you are delivering the correct message and having the highest conversion rate for your advertising.
Here at Pain Free Dental Marketing, we believe there are three crucial parts for creating the perfect call to action to maximize your CTR:
- Knowing your audience
- Knowing your product
- Knowing your marketing channel
Each of these factors plays a critical role in forming the perfect call to action — one that will lead to more calls, and more form fills. Let’s explore each one of these items in more detail, and see how you can start putting them to work for your business right now.
This post was written by our friends at Pain Free Dental Marketing, who have a passion for helping their clients grow their practice through effective marketing strategies.
1) Knowing your audience
In a literal sense, our job is to grow our clients’ practices by delivering new patients through phone calls and form leads. But in order to do this, we first must understand the value proposition of these potential new patients.
For those of us in the dental business, this customer value-prop tends to fall into one of two segments: Those that are more insurance-focused, and those that are more quality-of-care-focused. While this is a spectrum, we are able to form a generalized picture of what the audience is looking for through information from their current provider, as well as demographic research about the area in which that provider is located.
On our clients’ websites, we design the ‘contact us’ call to action button with these thoughts in mind. For example, with audience segments that place importance on insurance coverage, we may use a ‘book an appointment’ button — this tactic aims to get the potential new patients into the sales funnel. And for segments that are more focused on quality-of-care, we may use language such as ‘Request an Appointment.’ By using the word ‘request’ instead of the word ‘book,’ we are indicating that some appointments may have limited availability.
We also want to make sure our ad copy suits these demographics. For more cost-focused audience segments, we tend to make the ad as straightforward as possible. Here’s an example of what that looks like:
In this ad, we focus entirely on promoting a discount and nudging the reader towards making a call. The potential new patient knows right away that the discount is available, and sees a phone number that they can call immediately.
On the other hand, for audience segments that are more focused on quality of care, we focus more on patient education. Here’s an example of an ad geared towards this audience:
Here, we focus on the types of treatments the practice offers, as well as nudging the potential new patient towards visiting the client’s website. We use the ‘Learn More’ call to action button to drive potential new patients to the website, where they can read in more detail about the quality of care on offer.
There are also some call to actions that we try to avoid, no matter what audience we’re targeting. For our lead forms, for example, we avoid using the word ‘submit.’ This is a very generic phrase, and we have found it attracts less form fills than when using phrases such as ‘contact us now’ or ‘request an appointment.’
By knowing your audience and writing call to actions that fit that audience, you’re that much more likely to see a sizable increase to your CTR.
2) Knowing your product
Sometimes clients will ask us to focus our advertising efforts on specific products, such as Invisalign® or veneers. Depending on the product, we have to craft a call to action that not only hits home with potential patients but also drives them to take some sort of action. This can be different for individual products based on a variety of factors, including cost, necessary versus elective, and length of procedure.
As an example, we have a client who wants to focus on implants, which includes single implants, full mouth reconstruction, and all-on-fours. When writing the call to action, we had to consider a number of factors. The first is that, while it is an expensive treatment, the client does offer a free consultation.
Since we wanted to increase the number of people coming into the top of the funnel, we designed a call to action button on the home page with that specific focus. We also used action words to direct people to click the button:
With these ads, we included the free consultation but also made sure to include a value proposition for the product itself:
In this example, we give potential patients the value-prop of “Achieve Your Dream Smile,” and then follow that up with the call to action of “Call for a Free Consultation.” Since this can be a costly treatment, we also wanted to give potential patients the option to read more information about the office and the team.
By using ad copy like “Achieve Your Dream Smile,” we can attract potential patients who both need dental implants as well as people who are interested in implants for purely cosmetic reasons. By combining these phrases — and making sure to create a powerful action statement and call to action — this campaign enjoyed a nice boost to its CTR.
For this and other initiatives, office forms are a crucial factor when it comes to tracking the effectiveness of our marketing. About 70 percent of the client’s leads come in through the forms. That meant we needed to build a form that not only collected the necessary data, but was also visually attractive and captured a high percentage of leads:
We titled the form “Request an Appointment” so that the form’s intended use was clear, but we added a subtitle to remind potential patients why they are filling out the form. For the submission button, we used the text “Get Started” — we chose this text because it spoke to the larger journey that a patient undertakes in order to achieve the smile they want.
3) Knowing your marketing channels
Consumers who use multiple marketing channels tend to have different needs when it comes to call to actions. We separate these initiatives into two opposing categories: Push marketing vs pull marketing. We define ‘push marketing’ as marketing where we are pushing the advertisement to potential consumers. (For our agency’s work, this generally means marketing done via social media.)
In cases like this, we focus our call to action on getting potential patients to learn more about the office:
In this ad, we discuss how the team loves seeing new smiles. Since the consumer did not request to see this ad, we don’t want to be too pushy in our ad copy or our call to action.
Conversely, we define ‘pull advertising’ as advertising where the consumer has to take an action to receive the ad. (With our agency, this approach generally involves PPC campaigns.) Here, we focus on the call to action in order to get a result immediately after the consumer sees the ad. Our clients tend to prefer calls over form fills, so our call to action is generally a ‘call now’ button. Or, if the audience is on a mobile device, we use a call extension set up through our client’s CallRail account.
By having call to actions that are written with these three factors in mind, we are able to increase our conversion rate and ensure a high level of effectiveness for our marketing campaigns. But to make sure we have enough data to write effective call to actions, we spend the first few weeks of our engagement with a client on doing the necessary research about their office and audience demographics. Then, we put together our initial strategy.
And after about six months we review the ads, using CallRail and Google Analytics, to see which call to actions are most effective in booking new patients. By constantly reviewing and updating your call to actions, you can ensure that your ads stay relevant to consumers and your ad campaigns are as effective as possible.
The post How to write better Call To Actions to maximize Click-Through Rate appeared first on CallRail.
“My name is Dawn Ambrose, I’m a Channel Director at Kenna Security, headquartered in San Francisco. My job is helping our partners understand Kenna and the problems we solve for clients, so it’s developing business; new business for my partners, and new business for Kenna.”
Q: Describe what it’s like being a woman in leadership.
A: It’s exciting and rewarding. When I first started my career in tech more than 20 years ago, there were very few women in IT, let alone female leaders. Women working in IT have come a long way over the decades and while still not enough of us are leaders, you see a lot of women in sales, channel, marketing and even some in engineering. Nearly all women in IT attribute their success to having a mentor or sponsor do I think it’s important for women in leadership to keep mentoring and helping others, women and men.
Q: What are your biggest barriers as a woman in tech? How do you overcome them?
A: I read recently that only 10% of women in tech actually hold executive level positions, which is crazy to me. There are so many smart and hard-working women out there who deliver results. I also read that less than half of those women actually want to pursue a leadership role. When you think about barriers, I believe that one of them is covert competition so my advice to women is to find friends at work. Studies show that having a peer group is the most important and critical asset to knocking down barriers. I’m incredibly blessed to be a part of a group that meets on a regular basis. We share intel, insight, tips and tricks, and we really mentor each other. We don’t compete. We are actually all in the same type of role but instead of holding back or being afraid there are only enough jobs for a few of us or something, we really elevate each other. When you think about knocking down barriers it’s all about finding good people.
Q: How can men be allies to women in their workplace?
A: I believe it goes back to seeking out those mentors. As a woman, you’re going to know which men in your workplace want to help you. Look for the men who are willing to teach you, that are willing to support, and sponsor opportunities for growth and advancement. I believe that men want the same success that women do, it’s all about getting the job done and seeing the results. Look for men at all levels that have the same principles, talk with them, share your goals and aspirations, ask for their help.
Q: Tell us a story of the time in your career that you’re most proud of.
A: I’m really fortunate to have several proud moments. None of them more special than hearing from someone that I mentored or somehow helped along the way. A story that comes to mind is one of a man who reached out to me years later and said: “all the things that you taught me really helped me along my career path, I am doing what I do today because of you.” Just being able to give guidance to people or help them close a deal, get a promotion or their dream job is the kind of stuff that I get really excited about.
Q: What piece of advice would you give to your younger self?
A: Slow down, smell the roses, not everything needs to come all at once.
There’s a simple truth when it comes to dealership marketing: You will not see sustained long-term growth in car purchases if you are depending only on walk-ins, large advertising banners, or television commercials. The battle for your customers will not be won with grand gestures, but with customer micro-moments and touchpoints.
A slam dunk one-size-fits-all single method for turning leads into buyers does not exist. According to Google, on average, customers engage in over 900 digital interactions with a dealership before they make a purchase.
So, what does this information tell us? Your dealership marketing strategy needs to include multiple digital marketing touchpoints to reach your audience throughout their customer journey.
Mapping the typical car buyer’s customer journey
A recent Google study highlighted the various touchpoints that typically happen during the average car-buying journey. Here are a few critical touchpoints and customer micro-moments:
- Searched on Google
- Asked family, friends, and coworkers
- Influenced by online ad
- Browsed newspaper ads
- Watched video on YouTube
- Searched on mobile
- Read professional review
- Located a dealer from mobile
- Visited dealer website
- Requested a quote online
- Filled out a form
- Visited dealership
- Test drove a vehicle
This report also outlines three critical concepts:
- Out of the 24 touchpoints mentioned in the original study, 19 are digital.
- The entire journey began with a Google search. (SEO and keyword usage are vital to the awareness stage.)
- An in-person touchpoint is the result of multiple — as much as ten — digital customer micro-moments.
Ultimately, your dealership marketing strategy needs to include a variety of digital tools that can facilitate several online interactions.
Aligning your dealership marketing to each part of the customer journey
All touchpoints and dealership marketing tactics are not created equal. Each part of the buyer journey corresponds to specific interactions. For example, paid ads, Google searches, and a test-drive YouTube video work better in the awareness stage since these dealership marketing tactics will likely be among the first marketing channels buyers encounter.
On the other hand, actions that require effort on the customer’s part — like following the dealership on social media, or reading a product review — shows developing interest. That’s why these initiatives should be positioned in a way that carries customers from the ‘awareness’ stage on to ‘interest.’
Each marketing tactic has a purpose, and your goal is to figure out what it is and how this impacts your audience at each stage in the customer journey.
What happens when you get it right
When you and your dealership marketing team make the process of strategically developing marketing channels for each stage of the buyer’s path a priority, it allows you to both track your performance and calculate ROI more efficiently.
You, your team, and your customers all stand to benefit significantly from being intentional about this approach. However, you first have to start with understanding what your customers are looking for at each stage. It may seem daunting, but some dealerships have figured it out and are turning their efforts into success.
By way of example, Harley-Davidson may not be selling automobiles, but their motorcycle dealerships across the world are still in the business of selling vehicles. As this Harvard Business Review article highlights, the company has integrated AI into their marketing approach to increase New York Sales leads by 2,930 percent.
New York Harley-Davidson dealership owner Asaf Jacobi, utilized Albert, an AI-driven marketing platform to measure and autonomously improve the outcomes of marketing campaigns, as well as analyze existing customer data from a CRM. This allowed Jacobi to isolate specific buying characteristics, such as those who completed a purchase, viewed website content, or added an item to an online cart.
These were leads who were in the ‘decision’ and ‘action’ stages of their customer journey. From there, Albert examined the characteristics of customers who engaged in these micro-moments and touchpoints, and created segments of look-alike audiences. The program then could make strategic marketing recommendations based on their behavior.
All of these examples underscore the importance of properly tailoring your dealership marketing strategy to each stage of the buyer’s journey.
Finding where the customer journey fits into your sales funnel
Once you’ve got a good understanding of how micro-moments and touchpoints help your customers arrive at their final purchasing decision, it’s time to match your typical car buyer’s customer journey to your sales funnel. The sales funnel has many of the same steps as the customer buying journey, but it centers on the probability of turning leads into a sale, as well as seeing where potential customers are dropping off.
With that in mind, let’s take those stages of the car buyer’s journey — Awareness, Interest, Decision, and Action — and explore how to align them with your sales funnel:
- The Awareness stage is where car buyers hear about your brand. This stage is where you would include customer journey actions like a social media tweet, an online search for your dealership, or a paid ad click. At this point, buyers may skip all other stages to buy — if they have already done their research — but you most likely will have to lead them to the next stage of the funnel.
- The Interest stage is when buyers are likely beginning their research. They may visit a blog post, watch a YouTube video, join an email list, or fill out a ‘request for more information’ form. Your goal at this part of the funnel is not to sell to them, but to provide them with value-added information that helps them decide whether to move forward.
- The Decision stage is where you will make the ask. The ask may be in the form of a promotional email that directs them to the inventory list, or invites them to call for an in-person consultation and test drive.
- The Action stage is where the purchase will occur. At this point, your goal is to focus on retention practices to foster a long-lasting relationship with the buyer, so they come to you when they’re ready to purchase again.
Each of your dealership marketing tactics should fit into these sales funnel categories. But how can you determine whether these digital marketing methods are successfully bringing leads through the sales funnel? This step is where measuring your marketing success at each part of the funnel comes into play.
How to measure marketing success for each part of the customer journey
It’s essential to figure out how your dealership marketing tactics are helping (or hindering) your overall marketing goals. You may feel strongly about your social media strategy, but if it isn’t leading customers to your website to fill out a form or sign up to receive promotional emails, then it needs to be scaled back.
You can start by establishing KPIs and performance metrics for each potential touchpoint and digital marketing tactic to determine their effectiveness. For example, during the ‘Awareness’ stage you may want to see how many customers clicked an ad and then went on to call a specific phone number.
It’s also critical to keep in mind that your sales funnel will narrow as customers move through it, since only the most dedicated and engaged customers will progress to the final stage. (This is yet another reason why it’s so important to measure your marketing performance at each point in the customer journey.)
Arriving at the final sale is all about creating valuable touchpoints that cultivate strong relationships with customers. Understanding how potential car buyers are moving through the customer journey can help you match dealership marketing tactics to your sales funnel, and push potential customers through to the final phase.
There’s so much competition out there — dealerships that develop touchpoints and micro-moments that resonate with customers will win out.
The post How to create a marketing strategy for each part of the car buyer’s journey appeared first on CallRail.
Sarah Mouton is a Partner Success Manager at Piesync. While speaking to Sarah it was clear that she had a sense of curiosity and determination that made her stand out. This Belgian woman in tech is someone who is the definition of thriving. Don’t miss her interview below:
Q: What made you decide to go into the tech world?
A: I need to tell you that before starting in the tech world I actually worked for the government for almost ten years. But I’ve always been intrigued by technology, the tech world, and what’s going on there. When I was a kid when the new stereo or recording device came in I was the one pushing all the buttons saying “what’s happening here? How does everything work?” I just wanted to find out what was happening. And a few years ago I really noticed how fast the tech world was moving and everything was happening there. It was the place to be. There was a lot of changes happening to our society as well. So I knew I wanted to be there and I wanted to be in that spot where the change is happening, where are all of the new stuff is happening. I made the change and became a customer success manager for a startup and those first few months I learned so many new things because everything was new for me. Right away on the first day, I knew this is where I wanted to be. This was an exchange of information and the dynamic of changing things and trying things out. The innovative side of it was so inspiring. I knew right away that this is the place where I was going to enjoy myself.
Q: Have you ever faced discrimination in the workplace?
A: I wouldn’t say that I have faced discrimination I’ve been in board meetings where I’m the only woman but I wasn’t held back by the fact that I’m a woman. I’ve never felt that, to be honest. I think at Piesync if anyone was to notice any discrimination it would immediately be out in the open like what’s happening here? So discrimination wouldn’t really happen here. There’s a good advantage of being a woman in tech, I love going to events. When you go to the restroom, it’s probably the only place in the world where there’s a line for the men’s restroom and the women can just walk right in.
Q: What piece of advice would you give to women that are just starting their careers?
A: Stay curious. I mean this with everything. When I started in tech I didn’t know a lot of things. My first day I looked around and thought “wow, what is this? Am I ever going to learn this?” but I learned that with being honest and asking questions when I had them I learned a lot. After asking four questions I may have silently written them down and went to Google to find the answers. that’s my advice, stay curious and keep that open mind. You should say “okay, I don’t know what that means but I can find it on Google, I can ask someone.” Just keep learning. The tech space is moving so fast, you have to keep up.
Q: Where do you see women in tech in the future?
A: I think more women are going to choose to be a part of the tech world. And that’s a great evolution, diversity in the workplace creates more creativity; different angles of looking at an issue, looking at a challenge, looking at a problem. Women could also go into it with the angle of what are the problems that we’re facing in our modern world that we didn’t have before? And how are we gonna solve them? How are we going to make the world better for children? I think there’s a lot of initiatives that may come from women in the future.
Q: What makes you feel empowered?
A: For me, empowerment comes from meeting new people. I love having conversations with people who can teach me something about their life or tell their story, you learn from their story. It can make you look at your story from a different angle. You share experiences, and that’s the opportunity you get when you meet new people. That’s when I feel empowered with new insight because I was talking to somebody and learned something from someone. That’s how I recharge myself.
SEED SPOT’s Alumni Reflect on Global Entrepreneurship Summit (#GES2019) in The Netherlands
By: Bianca Buliga, Digital Marketing Manager
From June 3rd through the 5th, 2019, thousands of global leaders in entrepreneurship, innovation, investment, and policy gathered in The Hague, Netherlands for the 2019 Global Entrepreneurship Summit (GES). Designed to gather governments, the private sector, and powerful partner network to turn challenges into business opportunities worldwide, GES focuses on five key investment areas: agriculture/food, connectivity, energy, water, and health.
Attracting 2,000 attendees from 120+ countries, GES hand picks 1,200 entrepreneurs to engage with investors, policymakers, corporate partners, and thought leaders to accelerate solutions. Of those 1,200 cutting-edge entrepreneurs, five were SEED SPOT alumni sending ripples of change across a multitude of industries:
- Stephanie Schull: CEO of Matter|Mission and Founder of Kegelbell, a weight training system that helps women strengthen their pelvic floors
- Mike Olsen: Founder and CEO of Proctorio, a learning integrity platform that provides proctoring services for online students
- Dave Leedy: Founder and CEO of ZombieBox, the world’s first and only patented noise-reducing portable noise control system
- Darren Cambridge: Co-Founder and CEO of Mia Learning, a venture motivating kids to read through conversational artificial intelligence
- Renee Dunn: Founder of Amazi Foods, a venture ethically sourcing vegan and paleo snacks to promote job creation in Uganda farming communities
“The opportunity to attend GES is great for American entrepreneurs because it inspires them to do global business,” said Mike Olsen, Founder and CEO of Proctorio. “For Proctorio, GES inspired continued focus on global expansion and creating more opportunity for quality education to students everywhere.”
Over the course of three days, the group of SEED SPOT alumni had the opportunity to attend sessions, panels, and receive mentorship from dignitaries like U.S. Secretary of State, Mike Pompeo; Her Majesty Queen Maxima of the Netherlands; Deputy Administrator of USAID, Bonnie Glick; and Head of Division at the European Investment Bank, Pilar Solano.
According to Ambassador (Ret) and Distinguished Resident Fellow in Social Entrepreneurship and Diplomacy Beeck Center Fellow, John Heffern “What struck me about this year’s GES was the focus on outcomes/results, rather than simple networking. The presence of so many interested investors this year made the event more productive for entrepreneurs. Congratulations to SEED SPOT and other incubator/accelerators for the incredible crop of entrepreneurs recruited this year.”
John Heffern, Ambassador (Ret) and Distinguished Resident Fellow in Social Entrepreneurship and Diplomacy Beeck Center Fellow mentoring entrepreneurs at GES.
“Both governments and investors are interested in startups with a social impact,” says Stephanie Schull, Founder of Kegelbell. “Everyone seems to be in agreement that impact-driven businesses are the ones we need and the marketplace will show gratitude for solving big problems.”
Since 2010, an estimated 20,000 emerging leaders have participated in GES and governments and the private sector have committed to provide over $1 billion in new capital to entrepreneurs worldwide. Across the board, the SEED SPOT delegation agreed that GES was an extremely valuable experience that offered mentorship, networking, investor relationships, government introductions, and exposure for their rapidly-growing brands.
Dave Leedy, Founder and CEO of ZombieBox said it best: “GES in the Netherlands was a HUGE success for ZombieBox! We met investors and diplomats and made deals, connections, and friends! ALL thanks to SEED SPOT and the continued outreach and support of their alumni!”
Special thank you to the U.S. Department of State and Ministerie van Buitenlandse Zaken for co-hosting the summit and building an international community encouraging of risk-taking, impact-driven entrepreneurship, and innovative solution creation!
The post SEED SPOT’s Alumni Reflect on Global Entrepreneurship Summit (#GES2019) in The Netherlands appeared first on SEED SPOT.
Summer is officially here! If you’re anything like me, you’re in need of a vacation. (You work hard! You deserve it.) When we say the word vacation your mind may immediately jump to the idea of beaches, relaxation, amazing food, and maybe even a happy hour or two. Luckily though, you don’t need to leave your office to get that same feeling of tranquility. Here are eight ways to take your partner program from coco-nuts to feeling like a Caribbean oasis.
1. Destination is key. When it comes to partners and vacations, the destination is everything. Choose partners that have the same end goal in mind, even if their itineraries look a little different. A successful partnership comes from a mutual understanding of what the end goal is, respect for one another, and a dash of contrasting opinions. There are so many ways to get to where you want to go.
Quick tip: Although each partnership is a new journey, it may be best to choose a partner who will leave their personal baggage behind.
2. Have your passport ready. If you want the best partners to do business with, you need to be the best partner as well. Is everything readily available? Is pricing on your page? What details can you bring to the table to lessen the workload for your partners? We know what our own stressors are, yet somehow we keep falling into the same loop. Focus on what you can control and other pieces will naturally fall into place—it can be that easy. If your partners have what they need then it’s a less laborious task for both of you. That leaves more time for you to kick your feet up, in true vacation fashion.
3. Pack like a pro. What would a vacation be if you weren’t prepared to take flight? Make sure your partners are ready for this new trip, and it’ll be smooth sailing for both of you. Ensuring that your partners are ready to sell is essential for the success of the partnership. Guarantee success by giving your partners a learning track that is easy, simple, and engaging. Gamification is a fantastic way to increase engagement and give your partners everything they need to check off their packing list.
4. Plan ahead. There’s nothing worse than assuming smooth sailing is coming and getting a hurricane. Pay attention to market trends, and communicate with your partners. Are all your partners in the same industry as you? To avoid a shipwreck, differentiate your partners. One partnership could be steering you into rocky waters while another is sunshine and pina coladas. When you’ve spread the risk amongst multiple industries then you won’t risk being faced with a Titanic-sized wreck.
5. Manage your expectations. There’s nothing worse than expecting an oasis and finding a kiddy pool. Denmark is the happiest country in the world because they manage their expectations, therefore they find themselves “pleasantly surprised” when fantastic things come their way. Onboarding a new partner is an incredibly exciting process! Appreciate your new partner for what they are and what they bring to the table. Unfortunately not every partner is going to be the goldmine we hope for. Manage your expectations about what you want to accomplish and give them the tools to be successful.
6. Dream big. Just because every partner you have isn’t a billion dollar earner doesn’t mean that one day they won’t be. Your California beach partner is just as important as the Bora Bora partner that will one day be on your roster. Live in the vacation moments that you have, but it’s okay to dream about future endeavors. Setting goals is a fantastic way to keep your partner program, and yourself, heading in an upward direction.
7. Say Yes. Don’t be afraid to go abroad just because you don’t speak the language. Each addition to your partner program is a new trip. What’s the best way to do something new? Say yes. It can be essential to adjust your strategy. Partners may send ideas your way that, at times, seem outlandish; take a risk and say yes. Try things that are a little out of your comfort zone. Who doesn’t love a good adrenaline rush? After all, you never know what could make your sales take flight.
8. Express Gratitude. The thing about vacations is that we are all so thankful to have them. Take that same positive, excited, thankful energy and place it into your partner program. It’s gratitude that really turns everything around and starts shedding stress. Send your partners a note acknowledging their sales, their efforts, and let them know that you’re thankful. Let your own team at your company know that they’re also appreciated. And use that last moment to take a step back and give yourself the appreciation you deserve. Your hard work has allowed you to finally reach the point where your partner program feels like a vacation. Congratulations! (And we’re proud of you too.)
Now that you’ve got these eight tips you can enjoy that feeling of vacation all year round, and while at work nonetheless. (I know, I thought it was impossible too!) If you want a few more ways to make your partner program the highlight of your work day, read 19 Ways to Elevate Your Partner Program.
The post 8 Ways to Make Your Partner Program Feel Like a Vacation appeared first on Partner Relationship Management Software (PRM).
When we built CallRail back in 2011, we aimed to solve a particular problem. We wanted to connect three dots for businesses: their marketing, their website, and their inbound phone calls.
As I write this, over 100,000 businesses now use CallRail to connect those dots — connecting the phone calls they’re receiving with the marketing efforts that generated them.
It’s easier than ever for businesses to advertise online, and it’s easier than ever for consumers to find and call businesses. That makes CallRail’s industry-leading call tracking software more useful than ever.
But calls are just one way that prospects can contact a business after visiting their website. That’s why we built CallRail Form Tracking — to give you another key way to measure your marketing performance.
Starting today, CallRail users can trace their form submissions back to their marketing efforts. We’re taking the same lead-centric, session-level data that our customers have come to depend on for their phone calls, and making it available for their online form submissions.
One line of code tracks it all, from touchpoint to conversion and beyond
In 2019, digital marketers are focused on driving traffic from many channels back to their business’s website. And when visitors arrive on that website, they’re generally given three ways to contact the business: An agent to chat with, a phone number to call, or a form to fill out.
This kind of approach to analytics zeroes in on truly meaningful outcomes, rather than the various other ways that businesses might try to get their arms around their marketing impact (impressions, ad clicks, or website traffic, among other things).
Plus, a simple and versatile custom form builder
CallRail Form Tracking already works with every form on your website. But as part of this release, we wanted to give marketers using our tracking technology a more efficient way to build and track new forms, so we built CallRail Custom Forms.
This custom form builder is naturally lightweight and sleek, with all the styling options you’d expect along with a simple embed function for your website. Plus, using CallRail Custom Forms reduces the distance between your form data and our reporting tools.
You can use one of our built-in templates, or build forms from scratch by picking the fields you want to include — our drag-and-drop builder makes it simple to create the form you need. And as you build you’ll see a live preview of your form as you update it, so you can be sure you’re seeing exactly what your customers will see.
No more platform bias, no more disparate sources
Collecting lead data can be tedious and puzzling. We know the struggle of toggling between platforms and manually compiling lead data in a spreadsheet. (X leads from Facebook, Y from Google Ads, Z from Organic.) And we definitely know what it’s like to have irreconcilable lead numbers, where you’re seeing fewer actual leads in a CRM than what your other platforms purport to report.
That’s why we built CallRail to be a source of truth, cutting through the confusion and connecting real leads to real marketing efforts.
But even more than that, ad platforms like Google Ads, Bing Ads, and Facebook tend to show data which, by default, assigns maximum credit to the platform itself. As a result, true lead numbers can be hard to come by, and often appear inflated. Over the years, our customers have consistently told us how valuable our software has been for them when it comes to sorting out the imbalances caused by this kind of platform bias.
With CallRail Form Tracking, we aim to solve this problem even more thoroughly, giving users the ability to see their marketing performance through one of five commonly-used attribution models: First Touch, Lead Creation, 50/50, Qualified, or W-Shaped.
Quantitative and qualitative conversation data work better, together
Having all your lead data in one place will help marketers and businesses of all sizes earn back countless work-hours. But data can also be very black and white, while we aim to paint a more vivid and colorful picture. CallRail is built to show more than just conversions — it’s designed to capture entire conversations. In other words, we introduce the qualitative to the quantitative and get them working together.
CallRail users know the value of our Conversation Intelligence suite, where they can see all of their inbound phone calls transcribed and also listen to recordings of those phone calls. With these tools, they can also leverage advanced functions like keyword spotting, Call Highlights, and CallScore, which help them analyze those calls even more deeply and achieve a deeper understanding of their quality and substance.
There are countless uses for this kind of analysis — from specific lead intelligence, to sales script creation, to campaign optimization. And since we know how valuable this is to our call tracking users, we’ve decided to roll out keyword spotting for form tracking, too.
With keyword spotting enabled, as you sift through your form submissions you now can quickly sort by specific keywords you’ve tagged. For example, a dentist can set up CallRail to surface form submissions which mention “dentures” or “crown,” treating leads that mention those topics as high-value (and therefore high-priority).
Coming soon: Live chat tracking
CallRail’s attribution platform is becoming more and more complete. For nearly a decade, our customers have used our call tracking software to track inbound callers back to the marketing effort which initially drove them to the website. Now, we’re using our powerful technology to help users track form submissions in the same way.
And later this year, we’ll do the same for chat conversations — letting businesses know which marketing efforts are driving the chat conversations they’re receiving on their website.
In the meantime, be sure to give CallRail Form Tracking a try. Get up to 100 submissions a month and build as many as five custom forms for free. Or, sign up for a 14-day free trial of our Essentials form tracking, which includes advanced reporting and integrations and up to 1,000 submissions a month.
The post We built a brand new product: CallRail Form Tracking is here appeared first on CallRail.