There’s a debate in the baseball world around one very conventional statistic: Pitcher wins and losses.
For decades, both fans and team executives have looked to this metric as a key indicator of a pitcher’s value. And while most have all but abandoned pitcher wins as any kind of meaningful indicator of pitching performance, it remains a part of a game’s official scoring and has prominence for many old-school baseball fans.
Here’s the basic problem with the stat: A pitcher has no control over his team’s offensive output. He could lose a game by a score of 1-0 and he could win a game by a score of 10-9 — in other words, earning a win for a performance nine times worse than the game for which he received a black-mark in the loss column.
In much the same way, when it comes to marketing, many businesses still cling to ‘sacred cow’ conventional metrics. Maybe your clients are this way — perhaps their previous marketing agency or in-house marketing person was fixated on one of these metrics (like pageviews or raw leads). How do you get your client to instead pay attention to more meaningful marketing metrics?
Clearly, constantly delineate between marketing conversion types
Obviously, conversion types vary greatly in quality. If someone downloads a white paper from your client’s website, that’s great — you’ve got another prospect you can nurture.
But it’s obviously way more valuable when someone fills out a form requesting a consultation from your client’s business. So, if you have any kind of lead-scoring in place for your client, the consultation form will dwarf the white paper download in terms of points ascribed to the conversion.
But what about an inbound phone call to your client’s business — one that inquires about pricing, or results in a booked appointment? How does this compare with a form fill?
Getting your clients in the habit of immediately recognizing the difference between conversion types will give them more certainty about the ROI your agency is providing. And being able to put the spotlight on the most valuable conversions you’re generating is ultimately better than diluting your reporting by emphasizing high-funnel, low-value conversions.
Don’t be afraid of anecdotal proofpoints to give life to marketing metrics
In some circles, ‘anecdotal’ may as well begin with a scarlet-colored ‘A.’ But anecdotes can often be powerful to your clients, who may struggle to grasp quality while sifting through a sterile data set.
When you can storytell — proving that a particular campaign produced a particular customer — your clients are more likely to connect the dots between your agency’s work and their growth as a business. Agencies using CallRail do this every day, and can quickly sort calls by keywords spotted or Call Highlights and send them over to their clients in order to demonstrate the impact of a campaign or sales script they’ve designed.
John Gosselin, co-founder and CEO of Boston-based agency Earn More Do Less, spoke with us about just that last year:
“CallRail has allowed us to say, ‘Hey, listen, we know how to bring in leads and improve your processes.’ And now we have transparent measurables that go beyond simple vanity metrics. The sugar-spike-high marketing data that every business gets but might not understand –– CallRail brings that to life. There’s no theory with CallRail. It is all real data you can sink your teeth into, and there’s always plenty of meat on the bone.”
Actually talk about the marketing metrics that really matter! Get clear (and stay clear) on client business goals
Maybe this is obvious, but “we need a better website” and “we need help with our Google Ads campaigns” are not goals. If you can dive deep with your clients to understand their strategic business goals, your agency will easily provide infinitely more value than you would facelifting a website or re-optimizing Google Ads campaigns. You could also improve client retention, by directly tying your activities to their core business goals.
Here’s how that might work.
Let’s say your client is an optometrist with three locations around town. And let’s say two primary business goals for the upcoming year are increasing booked appointments at their newest (and slowest) office, as well as moving more merchandise across all of their locations.
Working backward from those goals, it wouldn’t make too much sense to prioritize pageviews as a KPI. Similarly, it would be odd to report on social media followers to this client, though both of these metrics may very well augment your core efforts.
Let’s instead isolate these goals and consider how you might be able to support them.
Goal 1: Increase booked appointments to a particular location
To support this goal, your marketing agency is likely to run some geo-targeted paid advertising on Google and Facebook, focusing on a five- or seven-mile radius around the office you’re hoping to boost with more business.
Prospects who click through on these ads might book an appointment through your client’s website. And if that’s the case, it’s obviously important to set up attribution for booked appointments.
Many prospects will probably also call into your client’s business after clicking through on one of these paid ads and perusing their website. If so, it will be critical to set up call tracking to make sure you’re capturing these prospects, too, and getting credit for them.
When it comes to reporting, you should be able to provide an exact number of booked appointments your paid campaigns produced. You could also provide a figure for Cost Per Lead by dividing total spend by appointments booked online, plus appointments booked via inbound call. (Pro tip: You can do this right inside CallRail, without having to cobble together reports from various sources.)
And, for extra credit, you could further support this client goal by creating an answering script for office staff across all locations that helps them guide callers to the target location, highlighting the schedule openness and, perhaps, its convenient location. You could be sure you were writing something useful by listening to call recordings and browsing the keywords spotted and Call Highlights reports in CallRail.
Goal 2: Sell more merchandise
Selling more merchandise may seem like a difficult goal for a digital marketing agency to support, especially if your optometrist client doesn’t have a great e-commerce solution. The simplest way for the business to chip away at this goal is probably through merchandising and sales training for the office staff, and it’s likely that neither activity is among your agency’s core competencies.
However, your agency is probably already highly familiar with something that will definitely boost sales: Email marketing.
Perhaps your agency could design a new email template for your client’s general drip campaign, which includes a ‘spectacle highlight.’ Or maybe you could set up a campaign which emailed patients exactly one year after their last glasses purchase with messaging that encouraged them to get familiar with new styles before their next appointment.
For these activities, you could report on open rates and click-through rates as the KPIs that support the client’s particular business goal.
Getting your client to focus on marketing metrics like these, rather than vanity metrics, will help to make your agency more indispensable. And effort like this goes a long way towards showing how each activity your agency pursues is not arbitrary, but rather closely tailored to your client’s specific goals.
The post How to help your clients focus on the marketing metrics that really matter appeared first on CallRail.
Small business marketing isn’t easy. It can often feel like there are plenty of options — but not enough time or budget — to figure out what works. Marketing is never one size fits all, but these do’s and don’ts will help you keep your small business moving in the right direction.
Don’t: Push your product too much
Gone are the old days of advertising, when companies would aggressively peddle their latest inventions. Today, consumers face overcrowded markets and are bombarded with marketing materials both online and offline.
With so many options for consumers to choose, it’s crucial to build trust first and then sell your products later.
For example, if a stranger on the street stopped you and aggressively tried to get you to buy jewelry, you would likely be annoyed and not purchase anything. However, if a friend told you about their cousin who sells handmade necklaces that perfectly match your style, you’d be more inclined to buy.
The key difference here is trust. You would feel more comfortable in the second situation because you trust your friend’s judgment of both the business owner’s integrity and the products themselves. When it comes to building marketing campaigns, you want to replicate this trust-building process, starting with a potential customer’s first introduction to your product and ending with their purchase.
Begin by showing customers you understand their needs and problems — blog content and social media posts are great for this. Once you’ve earned their interest, show (not tell) how your product or service solves the problem. (Think case studies, customer testimonials, before and after photos, and so on.). If you do both of those things well, closing the deal is the easy part.
Do: Prioritize data and analytics
Running a small shop means wearing many hats — make sure that ‘analyst’ is one of them. When you don’t keep track of which marketing campaigns generate revenue, you run the risk of being inefficient with your resources and wasting precious marketing dollars.
Luckily, tools like Google Analytics are pretty user-friendly and integrate with basically every other marketing software you may use. If you’ve never done any sort of data analysis before, it would be worthwhile to either get Google Analytics certified, or hire an agency to handle your reporting.
Do: Invest in software made for small business marketing
There are hundreds of marketing tools out there, but not all of them were designed with small businesses in mind. Many of these tools either have too many features that small businesses don’t need, while others have the right set of features but are financially inaccessible to smaller companies.
Luckily, there are many marketing technology companies that are small-business-friendly:
- Hubspot offers their CRM software for free, and their marketing, sales, and support tools are all reasonably priced when compared to similar platforms.
- Mailchimp was created to fill the email marketing gap for small businesses, and today they offer a growing suite of marketing tools including email, landing pages, digital ads, and more.
- And if your business thrives on phone call leads, CallRail offers a call tracking and analytics platform that was made with small businesses in mind.
Don’t: Blindly follow what large corporations are doing
Whether or not you aspire to become the next big legacy brand, it’s not usually wise to base your small business marketing strategy on what big corporations are doing.
There are two main reasons for this. First, an enterprise company has a much bigger budget and staff for their marketing campaigns, and those strategies won’t necessarily translate on a smaller scale. And second, plentiful revenue figures from a campaign doesn’t mean that campaign is an objectively good fit for all businesses. (In reality, it means that the campaign worked well for that specific business, which likely has a different product or marketspace than yours.)
Consider Coca-Cola’s ‘Share a Coke’ campaign. It worked so well because Coca Cola has 126 years of brand awareness, resources to create specialized cans at massive scale, and a marketing budget big enough to hire a creative agency. An artisanal soda company? Not so much — the costs would likely outweigh any potential benefits.
It’s valuable to draw inspiration from what enterprise companies are doing, but always keep in mind your business’s unique market, product, growth stage, and budget.
Do: Get creative and stand out
Just because large companies have massive marketing budgets doesn’t mean they get to have all the fun. In fact, small businesses have the unique ability to test out new ideas without going through all the red tape — take advantage of it! Try hosting community events, linking up with local influencers, joining community Facebook groups, or even canvassing your area with clever flyers.
Small business marketing isn’t for the faint of heart, but following these guidelines will help make it easier.
By: Bianca Buliga, Digital Marketing Manager
Have you heard the big news?! Our Board of Directors is matching donations in the month of December up to $25,000!
Whether you can contribute a one-time $5 donation or become a SEED SPOT 500 member by donating $500 annually, the Board will be matching your gift dollar for dollar. This DOUBLES our impact and helps us empower youth and adult entrepreneurs around the world!
To illustrate where your dollars go, we interviewed a group of Board Members and SEED SPOT 500 members to better understand why they support our mission:
Board Member, SEED SPOT
“I want to help others change the world through so many vibrant, exciting and innovative people, and through fascinating for-profit and non-profit businesses. For me, it’s personal. I may not be able to leave a mark, but I will do what I can to help others leave a mark and make the world a better place.
The one story that really hit home for me was Jasmine Anglen and the All Walks Project. I watched her present to an audience of 700 people in Phoenix to spread awareness of sex trafficking. During her presentation, Jasmine stated that ‘sex trafficking is so prevalent that there is probably someone in the audience tonight who has been trafficked. We are here to help that person and everybody else.’ The next day, Jasmine got a phone call. The woman introduced herself and said, ‘I saw your presentation last night, and I’ve been trafficked. Can you help me?’”
Mentor/Supporter/Content Expert, SEED SPOT
Partner, Lucid Agency
“SEED SPOT is a truly remarkable story, forging a new path for impact-driven entrepreneurs at the intersection of modern business and positive societal change. It’s hard to think of a better investment than the organization that helps those that want to change the world for the better realize their dreams. The future is bright at SEED SPOT!”
Mentor & Supporter, SEED SPOT
Managing Principal, Schwartz Insurance Agency
“Helping entrepreneurs to think through their concepts and execute their strategies is critical to their future success. Seeing the passion of these individuals while they present their companies is both inspiring and impactful.
SEED SPOT is an opportunity to make an impact globally and I’m so pleased to support the organization. Keep up the great work, SEED SPOT team!”
Mentor & Supporter, SEED SPOT
President & CEO, Flinn Foundation
“My family and I have been SEED SPOT supporters since the very beginning. We strongly believe that the power of entrepreneurial ecosystems can help communities thrive and we also believe that they do even more good when the entrepreneurs are focused on improving quality of life.
Consider EpiFinder – an incredible tool that’s helping physicians diagnose which of the 62 different types of epilepsy a person is experiencing. This is imperative to 65 million people around the world that are afflicted with the disorder. I see this as a global win.
We all need to be part of something bigger than ourselves and if we can find something that generates enthusiasm and jobs in the process, it’s definitely worth supporting. SEED SPOT is leveling the playing field for entrepreneurs who want to work on important social problems and making their dreams accessible. I can’t think of anything more fun or more deserving of support.”
Board Chair Emeritus, SEED SPOT
Partner, Canal Partners and JDA Investments
“Entrepreneurship isn’t just for a select few, it is major part of our economic engine and everyone deserves to participate. Watching founders create solutions, launch, hire, and grow because of SEED SPOT makes us proud supporters of a unique and effective platform for success.”
Huge shout out to everyone who has contributed time, mentorship, money (or all of the above) to invest in the dreams of impact-driven entrepreneurs. We couldn’t do it without your support!
Related articles from SEED SPOT:
The post Breaking News: SEED SPOT Board Announces Matching Donations appeared first on SEED SPOT.
At the core of channel sales enablement is the assurance that channel partners can function autonomously while vendors maintain and manage consistent branding, messaging, and more. However, when multiple stakeholders are involved and partners need varying vendor assets, it’s hard to keep tabs on all of the moving parts.
According to the CSO Insights 2016 Channel Sales Optimization Study, 46.9 percent of companies surveyed were not using partner relationship management (PRM) technology, and few companies reported having a clear picture of their channel partners’ opportunity flow. On the other hand, the CSO Insights study suggests that “PRM implementation can enhance a company’s ability to assess what partners are doing.”
To ensure consistency, efficiency, effectiveness, and agility throughout the pipeline, up your channel sales enablement game with a PRM solution. Here are five things that PRM technology can do to help you better enable your partners to sell successfully.
1. Organize your assets.
A PRM solution offers vendors an impressive platform for storing and sharing valuable content that is aligned with inbound marketing and each buyer’s current stage within the marketing funnel. A PRM platform also offers the ability to customize file permissions, so if a file is intended only for your partners’ eyes and not for their prospects, you can set the permissions so that it’s not shareable.
Having your assets organized will enable your partners to pull the right piece of content—whether an e-book, white paper, case study, video, or fact sheet—for the right stage of their prospects’ buying journeys 24/7/365, without having to reach out to you. According to CSO Insights, the better the customer journey alignment, the better the conversion rates: win rates increase by 15 percent and quota attainment rises by 13.6 percent.
Additionally, the best PRM solutions have powerful recommendation engines, which can provide your partners with complementary assets for prospects. By providing your channel partners with such a high level of autonomy, your team is free to focus on vital business needs while your channel partners concentrate on taking your product or service to market with confidence.
2. Encourage self-guided training.
One of the best features of a PRM solution is that it provides channel partners with self-guided onboarding and training so they can get up to speed at their own pace. This means your channel partners can work through training with the knowledge that certain components of the PRM platform can only be “unlocked” and accessed after prerequisite training modules have been completed. By tiering your training in this way, you can gamify the process to push channel partners to train quickly and efficiently. Also, with self-guided training, you can scale your channel sales business seamlessly and drive to-partner marketing campaigns based on whether your partners are actually using the training.
3. Increase sales productivity.
With a PRM platform, content is organized and searchable, which allows your channel partners to quickly and easily find and share content with prospects. Instead of your partners emailing you every time they need a specific asset, they can find what they need quickly within the PRM platform through its powerful search and filtering features. Better yet, the best PRM solution enables partners with the deal-specific sales enablement assets they need right when they need them most: during the registration process. This shortens the sales cycle, increases the speed of prospect communications, and boosts customer happiness—all of which helps increase revenue and customer numbers.
Additionally, a robust PRM solution offers unique tools to gamify the entire channel partner experience in order to boost engagement and create an ecosystem of productive, efficient channel partners and sales processes. Whether through a leaderboard for leads generated or certifications completed, your channel partners’ sales and marketing teams will want to become more productive and efficient.
4. Boost partner knowledge.
A PRM platform is the prime space for sharing internal playbooks featuring sales scenarios, product or service assets, and other content to educate your channel partners. This internal content enables sales teams to understand the product or service inside and out, so they can work with end users at every stage of the sales funnel. Additionally, a PRM solution gives vendors the tools to analyze which partners are engaging with what content and how frequently. With this data, you can understand what’s working and what needs to change to better drive partner engagement to drive more sales. The more you understand how your channel partners are engaging with your content and how it’s impacting their lead generation, the more equipped you are to nurture your channel partners into effective sales partners.
5. Streamline lead generation.
Managing leads is a seamless process with a PRM solution. Providing channel partners with a platform that allows them to register deals, organize leads, integrate with countless sales and marketing apps, and create personalized landing pages for each prospect enables sales teams to effectively convert leads into customers. In addition to facilitating the sharing of content, these prospect pages can also serve as a powerful means for partners to register opportunities and deals. Having all of your partners on one platform gives you a prime view of partner activities, which makes partner management easier and more streamlined. This level of lead management also has the added bonus of ensuring there is no channel conflict with deal registration and lead management.
The benefits of using a PRM solution to enable channel sales are endless. PRM technology streamlines the channel sales experience to enable partners to succeed in their own way on their own time while also giving them the peace of mind that messaging and branding are consistent and on point. If you’re ready to learn more about how a PRM platform can improve your channel sales enablement, download our Guide to Building the Ultimate Channel Sales & Marketing Stack now.
Our Product team is proud to announce some exciting enhancements we’ve made to our popular Multi-Touch Cost Per Lead report — we’ve officially graduated from our Beta release!
First, we’ve expanded our ad networks so you can compare your CPL across Google, Facebook, and Bing.
We also now include more interaction types so you can track leads no matter how they contact your business — whether that’s a first click, phone call, text, or form submission on your website.
And finally, we added custom reporting tools to better visualize your CPL data and personalize it to match your business needs.
These additions make it even easier to leverage our CPL tool to understand the bottom line: What’s working and not working for your marketing, down to the dollar amount.
Let’s explore some of the additional benefits you’ll enjoy when you centralize your CPL tracking!
Eliminate cross-platform lag time (and bias)
Compiling attribution data across platforms can be confusing and time-consuming. That’s especially true when you need an accurate, one-to-one match between ad networks that use different terms or calculations for conversions.
By using each ad network’s API to aggregate and pull data straight from the source, our new reporting tools make it easy to compare analytics for each of your channels, and to create customized reporting that provides a complete picture of your performance.
Meet your customer where they are in the sales funnel
With our reporting enhancements, you can now use single-touch attribution models to zoom in to certain parts of the sales funnel and optimize your marketing accordingly.
Find out which ads or keywords speak to customers at different stages in their buying journey: Do most of your first touches come from Facebook ads? Are more customers calling, or are they submitting a contact form after they see you on a Google paid ad?
Understanding these trends will help you make more purposeful decisions around your overall marketing strategy.
Don’t lose attribution when customers are offline
Track the full customer journey through online and offline interactions for complete lead attribution. Not every interaction occurs on a computer, so having one seamless report will help you properly contextualize analytics like calls, texts, and forms alongside your digital metrics.
Get to the ROI
You can also attach bottom-line numbers to your reporting: Use one of the multi-touch models (50/50 and W-Shaped) to track your ROI across multiple steps in the lead-capture process, giving you a complete picture of what it costs to take a lead from first-click to qualified.
The post Enhancements to CPL reporting add multi-channel attribution data to CallRail appeared first on CallRail.