Utilizing Email Marketing To Nurture Your Leads

Contrary to popular belief, just because a lead doesn’t work out right away, doesn’t mean it never will. Additionally, even if the lead does not convert, that lead can become a referral source at some point in the future. Therefore, it is important to continually stay in front of all of your leads, providing value and engaging with your audience.

One facet of marketing that is extremely effective when it comes to staying top of mind is email marketing. Email marketing establishes credibility, keeps your email lists(s) updated, and keeps your brand top of mind for potential consumers or potential referral sources.

After a lead comes through, and you capture their email address, it is imperative that you add that contact info to your email marketing list. As time goes on, this contact may eventually have a need to use your services, or come across someone who may need to use your services. Unfortunately, without a tool to keep you at the forefront of their mind and relevant, they’ll forget you. With email marketing, though, your services, expertise, and contact information will remain at the forefront of their mind.

The bottom line? Don’t waste the leads you’ve paid for. Instead, keep them educated and engaged in regards to your business – it may eventually result in revenue.

Four Ways To Improve Your Sales Confidence

Your confidence headed into a sales situation whether it be an email, a call, or an in person conversation is oftentimes what will make you or break you. If you don’t believe that you are successful or will be successful, how will you ever become successful?

When the graduates of our program receive leads through our PPC program, one conversation we have with them consistently is the importance of following up and staying consistent. This often results in the discussion of confidence – something we know all folks in sales roles can work on. 

We’ve compiled some of our favorite tactics for building self confidence for you here: 

Associate Yourself With Positive People

Negative input from any angle will only lessen your self esteem and eventually de-motivate you. Remaining associated with those who are not a positive influence has a much larger impact than many realize, but it truly is important that you audit who you’re surrounding yourself with, especially when you’re trying to gain confidence and take your business to the next level. 

Start Your Day Off Right

What do we mean by this? Thank or congratulate someone every morning. Showing gratitude and speaking positivity each day will in turn instill more and more confidence into yourself, making yourself more aware of your own accomplishments and talents. 

Write Your Successes Down

Recording your wins will allow you to go back and remind yourself of all you’ve been able to accomplish. It is easy to find yourself thinking you haven’t gotten very far, but providing yourself the option to see it in front of you on paper helps you to stay motivated and increases confidence. 

Set Weekly Goals

While some accomplishments may take weeks or even months to accomplish, make sure to set smaller, more short term goals that you can achieve every week. Checking things off as an accomplishment as often as every week is another excellent way to build confidence. 

We know that following up on leads and confronting sales calls can feel awkward and intimidating, but committing to not only doing them, but building confidence as well can make it less daunting and more enjoyable.

Your Content Strategy: Thinking Beyond the Blog

Building brand recognition for your business or organization is not a passive process. Content needs to be relevant to your audience, and it needs to published on a frequent basis to keep your brand top-of-mind. Since almost every business has a blog that’s used to tell people about news, products, and services, how can you set yourself apart as a thought leader and draw in more traffic, leads, and sales?

Specialized Content

While maintaining a regularly updated blog is a key ingredient to content strategy, businesses are using other forms of content to stand out from the competition and reach key demographics. Business owners are publishing white papers to show how integral their products and services are to various industries. C-suite members are having articles ghostwritten so they can be published on other high-traffic sites. Businesses and organizations are offering free e-books as a way to build lists for e-mail marketing campaigns. These specialized aspects of content strategy are used by businesses across all industries as a means to inform and connect with both existing and prospective clients while rising above the “noise” to broadcast a clear signal.

More than Words

Social media and other digital platforms have allowed content strategy to grow beyond words on the screen. As more people connect with each other and conduct business via smartphones and tablets, content strategy is expanding to more visual platforms. Infographics are informative, educational, and they can be shared easily via social media. More businesses are expanding their presence with videos, slideshows, and animations that can be consumed by visitors and proliferated on Twitter, Instagram, Facebook, and other social media platforms.

Rethinking Your Content Strategy

With so many options available for marketing your business, you need a cohesive content strategy. You not only need to decide what type of content you will offer, but also where it will be available, and – most importantly – what it will contain. Whether you are looking to drive sales, build your audience, or boost brand awareness, expanding your content beyond blog posts can help you reach your goals with quantifiable results.

Pay Attention to These Top SEO Trends in 2020-2021

Change is one of the few constants in our universe. That’s especially true in the SEO realm. Every year, new technologies shape and define how we access and interact with content. Maybe you’ve used the same tried-and-true strategies that got results before, but you want new approaches to keeping your site and content discoverable and relevant. Or perhaps you’re lost in a sea of larger competitors who draw traffic while you sit on the sidelines.

In either case, you must ask yourself an important question: Are your SEO strategies up-to-date with 2020’s newest developments? Take a look at several important trends as you create and retool your SEO strategies in the coming months and the 2021 new year.

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Are You Utilizing This Tactic To Establish Credibility On LinkedIn?

The “pulse article” function on LinkedIn is one of the most underutilized, but also important pieces of a strong personal LinkedIn strategy.

So, what is a “pulse article”, anyway?

While a personal LinkedIn account has the ability to post and share posts and different types of content, it also has the ability to publish longer form pieces of copy in the form of an article. 

Why is this so important?

The importance of the pulse article lies within its ability to establish credibility, which is an extremely underappreciated aspect of a marketing strategy because it is less of an instant lead generation tool, and more of a long term lead nurture tactic. Nonetheless, it is extremely important. 

The pulse article allows one to showcase their knowledge of their industry, while showing their audience that they care enough about them to spend the time creating a piece of free content that is for nothing other than to add value. 

At the end of the day, consumers want to do business with folks they know, like, and trust. This free and simple-to-generate piece of content is an excellent way to work toward that knowledgeable and likable status with your immediate network. 

What should I write about and how often should I post?

What you write about can and should vary. It should always be a piece of free information or education, as opposed to a hard sell. Additionally, it is important to make sure posts are timely and relevant, showcasing the authentic desire to help and provide value. How often you post can also vary, being as frequent to multiple times a week, or as little as once per month. 

While the pulse article is, again, not an immediate lead generation tool, it is an excellent way to continually interact with your network who you may turn into either clients or referral sources. 

For more information on how to utilize personal LinkedIn as a business owner, join us for our upcoming webinar on Tuesday, July 28 at 2 PM!

Why Is Digital Marketing Important? How Can It Contribute To Business Growth?

The importance of digital marketing has been proven time and time again, especially during recent times where many business models went remote overnight. In addition to the convenience of promoting your business at the tips of your fingers, it also: 

  • Is less expensive and delivers a larger ROI than traditional media.
  • Increases a business’ reach and connects with more potential customers.
  • Caters to the mobile customers of today. 
  • Offers an endless amount of ways to consume information: social media, email, content, banners, video, images and more. 
  • Allows for interactive engagement with a business’ community. 
  • Provides the ability to track and analyze cost of marketing efforts and which content pieces perform the best. 

How can business owners capitalize on digital marketing tactics in order to encourage business growth? 

  • Have a professional website built that is functional on a mobile device, optimized for SEO, and heavily focused on conversions. 
  • Develop SEO optimized content that is educational, informative, and easy to read. 
  • Create social media platforms, fill in graphics and company information, and keep these platforms up to date with products, updates, and relevant industry news.
  • Develop email marketing content and segment email lists accordingly. 
  • Determine a budget for a Pay Per Click Campaign and promote relevant products through Google’s Ad platform. 

Use These Quick Tips To Build Brand Awareness

Some companies have built such a powerful brand that you could see the unbranded product and know they made it. That is excellent branding and it takes time to build not just that level of cohesiveness, but also that level of awareness.

Many smaller businesses feat that they will never have the type of brand awareness Fortune 500s have, but they can within their niche. To make it happen, you’ll need to understand brand awareness and the strategies that make it possible.

Understanding Brand Awareness

Building brand awareness makes you recognizable, so customers who love what you have to offer can show brand loyalty. When customers see elements of your brand, they should know not just what it is but what your brand stands for.

If you own a cafe in town, it’s great that they know that. But they should also know you sell the best vegan coffee on the block and celebrate “Muffin Mondays” to beat the Monday blues.

Building Brand Awareness

The good news is that you don’t need to focus specifically on building brand awareness to make it happen. You need only incorporate it into new or existing marketing strategies and campaigns.

  1. Build a Brand: The most important aspect of brand awareness is having that cohesive brand that customers can recognize in the first place. What is the element that ties your brand together? Is it the color, the imagery, the retro vibe of your billboard signs and decor?Note that building a brand first requires some experimentation and then consistency. Experimentation helps you test the features you think best resonate with your target market. Consistency provides the elements they can now begin to associate with your brand time after time. 
  1. Advertising: You already invest in advertising to attract more customers. Advertising also improves brand awareness. The more often people see your brand on billboard signs, fliers, brochures, shelves and ads, the more familiar of a choice your brand becomes. Soon, you become the choice that targeted customers makes when they need a product or service you provide.When choosing ad placements, be sure to consider your channels carefully and how well they align with your target audience. For instance, if you mostly serve a senior audience, poring the bulk of your money into advertising on Instagram is probably not a wise choice. Meanwhile, Instagram ads might do wonders for clothing lines bent on not just following but creating the newest trends.
  1. Get on Social Media: Believe it or not, people of all ages are online. Seniors might not be hanging out on Instagram as much as millennials and generation Z, but they are online. You can find them for leisure on Facebook and for business on LinkedIn. Many also hold Twitter accounts.Find out where your tribe hangs out online and then pour money into reaching them. There are also some social media platforms that are almost a rite of passage for businesses. These include Facebook and Twitter, but choose wisely before opening an account on either one.
  1. Partner With Others: When it comes to partnerships, there are many appropriate choices to consider. One choice gaining popularity is partnering with influencers and affiliate marketers. These people share your product or service with their audience and help you to leverage that audience to increase trust and boost sales.You can also partner with other brands. Most experts recommend partnering with a bigger brand. Far more important is partnering with a suitable brand. For instance, if your company makes spaghetti and pasta, partner with a company that makes sauces or team up with a restaurant to create a signature dish.
  1. Invest in the Community: Over the past few years, millennials have emerged as the most powerful buyers in the market for most industries. This demographic has earned the title of the most generous. Not surprisingly, this generation plays close attention to the politics and philanthropic work of the companies they support and many other people have adopted this principle since.This makes investing in your community a great way to reach them, their parents, grandparents and children. You could organize the cleanup of a beach or park, sponsor the local sports team or send workers to volunteer in causes that matter most to the community. Your customers will notice.
  1. Remarket and Retarget: So, you used all the tips above and it worked: people now recognize your brand and ask for your products and service by name. What now? To compound the effects of all your efforts, focus on retargeting and remarketing to turn people into repeat customers and keep them.To do this, you can invest in loyalty programs or offer coupons to first-time buyers. You could also try to get contact information so you can send texts or emails to let them know when there are new promotions or sales.

The Bottom Line

Building brand awareness can be a costly investment. However, once business owners see the effects of their efforts, most say it’s worth every penny.

Change Starts with Us and with You

To All of Our Grads and Future Attendees,

This year has taken some unpredictable turns.

The unforeseen impact of COVID-19 has changed the way we do business and interact with loved ones, and we continue to protect those we can as we recover. To add to this crisis, we all saw yet another unarmed African American, George Floyd, killed in an act of police violence. But those eight minutes of video are a blink in the eye of an ongoing history and pattern of racial violence and oppression of minorities in the United States.

It’s time for a change, and that happens now.

We have every reason to be angry, but our African American grads, business partners, friends, and family have more reason. We will not tolerate hate, racism, and abuse. This past week opened all our eyes to the fact that there is still much work to be done in order to carry out and honor the foundation laid by the leaders of the Civil Rights movement decades ago.

Black lives matter. To say anything else would be to ignore a fire in our own house.

At Commercial Capital Training Group, we have always prided ourselves in offering opportunities, and we are grateful to our African American and minority grads who not only become amazing entrepreneurs but who also help to uplift other businesses and communities in the process.

I believe we must all continue to invest in our greatest qualities – our ability to improve ourselves, to better our behavior, to demonstrate empathy, and to raise our voices. Because it is only when we invest in those very human qualities that we can appreciate the rewards of positive change and a better tomorrow.

Thank You,
Kris Roglieri

Resources for You to Help and Provide Support

To provide help and support to African American communities across the country as well as those fighting for Civil Rights, consider donating to the following organizations:

Southern Poverty Law Center
Black Lives Matter
Alliance for Justice
National Urban League
Lawyers’ Committee for Civil Rights Under Law
List of Bail Funds for Protesters

Increasing Landing Page Conversion Rate

When running a lead generation campaign, the landing page is your first impression of your company and products that a potential client will see. Placing a large emphasis on the presentation and functionality of your landing pages is the first step in maximizing conversions. You’ll also want to consider the following: 

Make Sure To Establish Credibility

Prominently display your company name and logo on the landing page. This will convey the concept of transparency, and will deem you to be trustworthy. 

Collect Email Addresses Of All Visitors

Even if someone clicks on your page and doesn’t buy, you want to make sure you’re continuing to connect with them and offer as much free information as possible. It is imperative that there is a form to fill out which asks for an email address, so that you’re able to drop all visitors into your email drip campaign and build out your pipeline.

Make Use Of Testimonials

Social proof holds a ton of weight when it comes to persuading a consumer to buy. Working a testimonial into the landing page will help customers gain your trust early on in their research.

Be Clear With Bullet Points

Large blocks of text become boring and difficult to read. Spelling out your points in easy to read, bullet format will help get your points across in a simple to understand way. 

Solve The Problem

Without the ability to eliminate a pain point for customers, it is difficult to sell to them. Be clear, concise, and honest about what problem you’ll solve, and how you’ll solve it.

Here’s What You Can Do To Stay Connected To Your Audience At A Time Like This

As the COVID-19 pandemic continues to force businesses to change their model for the time being, business strategies overall are becoming more reliant on digital marketing. These changes have increased the barrier and ability to reach customers they way they used to. A component to avoiding further loss is to develop a plan to stay in touch. 

We’ve seen the continual cancellations of conferences, trade shows, and other boots on the ground gatherings, and because of that businesses have scrambled to build an online presence and find a way to connect with their customers virtually. 

First, you’ll want to set up social media accounts and engage as much as you can. The amount of folks who are spending time online currently has skyrocketed, and sharing posts from accounts that you trust, responding to comments of your audience, and liking posts will not only drive traffic to your page, but will also let your audience know you are here for them. 

Next, take some time to write some longer form copy for the blog section of your website about what your business looks like due to the coronavirus, and what you’re doing to ensure quality. You can also talk about different tips or tricks you’d suggest on getting through these times as it relates to your industry. For example, if you’re a gym owner, maybe you’re continually offering advice on how to stay on track while at home. 

Finally, compile an email marketing list of contacts you’ve accumulated over time, and, similarly to the blog section of your website, keep your audience up to date and informed on changes with your business, what you’re doing to keep things running smoothly, and what they can be doing as well. 

Ultimately, you’ll be communicating the same or a similar message across all platforms, but the increased amount of “touch points” will keep the trust of your audience, and keep you at the forefront of their mind as a credible resource at a time where it’s needed most.