Inbound Marketing Blog

Madison Marketing Group

Sales Strategies

3 Ways To Bridge The Gap Between Marketing and Sales

“Man, these leads stink, none of them close,” says the salesperson.

“Sales keeps dropping the ball on all our leads––it’s all credit and no blame with them,” says the marketer. 

You’ve seen it before––the age-old divide between the sales and marketing. It’s a feud that can grind your company’s growth to a halt if both teams can’t get on the same page and work in harmony. 

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3 Tips For Streamlining The Franchise Sales Process

Whether you’re a new franchise company trying to make the best initial investment possible, or an established brand looking to shift your marketing strategy to better reflect today’s market, there are a number of options available to help make the most of the resources you have.

If you aren’t familiar with recent findings from the Annual Franchise Development Report, the numbers regarding franchise lead sources might jump out at you:

Internet sales are accounting for about four of every ten franchise sales in the United States.

Compared to the numbers of past studies, it’s clear franchise lead generation in general is changing from a practice that finds customers to one that focuses on them finding you.

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There's No Place Like Your Facebook Page for the Holidays

In this day and age, if your Thanksgiving turkey is cold and you haven't pulled the lights out of storage, started playing Christmas music, and also thrown on an ugly Christmas sweater, you're already late. Your house isn't the only thing you should be prepping for the Christmas season, either. Make these four changes to your business' Facebook page, and you could earn yourself a boost in engagement, some new Fans, and your own early Christmas!

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Use Video on Your Landing Page to Convert More Leads

There are a million different reasons why a potential lead might click away from your landing page. Maybe there's too much text they can't be bothered to read, maybe they're confused about what to do or what exactly they're signing up for, or maybe they just don't like the way the page is set up. Even if none of these things are the case for the landing page of your newsletter or eBook, they still might click away, and whatever their reason, that's another lead lost.

So then, what to do to keep the ever-shrinking attention of the online lead? Why not add a video?

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Best Alternatives To Cold Calling

Few would argue that the marketing environment hasn’t undergone profound changes since the internet gained the kind of cultural traction it has today. By simply navigating from website to website, users are exposed to a media atmosphere unlike anything that existed in the 20th century. The ability to tailor content toward a particular audience rather than casting dragnets into seas of uninterested prospects allows marketers to abandon techniques like cold calling and instead focus on attracting attention through the virtue of genuine interest.

This is the philosophical difference between the traditional “outbound” marketing method and the newer inbound strategy. In practice, it can actually save marketers a substantial amount of time, which would otherwise be wasted on hopeless prospects.

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4 Tips For Finding Interested Customers

Ask your parents what marketing was like when they were growing up. Chances are they’ll tell you about the corny commercials, the increasing use of billboards, and the dinnertime phone calls. And while you can surely relate, as these outbound strategies are indeed still used, you have to admit they’re a lot less common.

Companies across industries are trading out old school strategies for inbound marketing techniques. Why? Well, as your parents will be quick to testify—traditional tactics don’t work. Outbound marketing (generally) is annoying and interruptive. Billboards, cold calls, and mailings send a message, sure, but it is one that falls on many closed ears.

Though outbound techniques allow companies to reach a large audience (you can’t miss a billboard), it’s the wrong audience. The random passer-by or bored channel changer is, more often than not, uninterested in the message they see.

Inbound marketing is designed to attract customers who are interested, to reach only those who want to buy. By honing in on this audience you can save your company some serious time and money.

Here are 4 ways to reach the right customer:

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Learn How to Use Your Blog to Nurture Existing Leads

This post examines how to use your blog to nurture existing leads and engage with customers in addition to bringing in new visitors through search.

When blogging is discussed in the context of digital marketing, the conversation tends to focus on a blog's ability to attract visitors and convert them to leads. The basic idea being that you write about topics that your ideal customers may be searching for as they begin their search for a solution to a problem. 

From there, the standard inbound methodology prescribes that you present visitors with basic level information within your blog post, encourage them to learn more by converting on some type of content offer, and then continue to nurture them through additional offers until they close as a customer. 

But what if you could rely on your blog to do more for you than just bring visitors to your site? 

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3 Ways To Re-Convert Your Leads

We hear the term “conversion” and tend to think of an isolated incident. Lightning strikes and an individual discovers his faith, comes to a new way of thinking or adopts a new lifestyle.

These things happen, sure, but more often than not conversion is a gradual process. When I decided to become a vegetarian, I didn’t wake up the next morning craving nothing but veggies. In fact, I loathed them and subsisted on a diet of cereal and bagels for the large part of a year. Over time, however, I began to enjoy certain greens and found myself “re-converting” so to speak to the new diet I had adopted.

Nowhere is the process of conversion more gradual than in the online business world. Rare is the customer who stumbles upon a new website, navigates immediately to the landing page, follows the CTA and purchases 13 products. What tends to happen is a visitor expresses interest (converts and becomes a lead) and retreats, contemplating whether or not he’ll actually make a purchase.

50% of original leads become customers, but the other half is lost. Perhaps this half is like me—they need to see a bit more before they will come to a full conversion. So show them; give them additional opportunities to “re-convert.”

Here’s 3 ways to do so:

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New Selling: How Inbound Marketing is Shaping Sales

‘Sales’ is in an interesting situation these days.

The convergence of Product Development, R&D, IT, Marketing, and Management into one cohesive, agile model has been discussed at length lately: bestselling books like The Lean Startup and Rework have become the dog-eared bibles of the modern startup (us included).

Technology has helped mold this new model. When companies are more accessible and customers more informed than at any other time in history, the very nature of companies will have to change: information—especially product information—isn’t hidden anymore.

I’ve seen this evolution affect salespeople the hardest. Before the sales professional was the keeper of information, doling it out gradually as a means to stick-and-carrot the prospect home. It was the primary, if not the only thing that separated the salesman from his prospect.

But what happens when the prospect is as informed as the salesperson? Now who’s in control?

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5 Characteristics Of A Perfect Company Pitch

"So, what do you do?"
"Well…you’s a rather complex industry…I do a lot; we have several clients…"
"Oh, I see..." (No; I don't)

It’s amazing the amount of interactions that follow this format, the number of people who can’t clearly explain what it is they do.

Public employees have it easy. Teachers, policemen, and doctors can say one simple word and all will understand (to some degree) what it is they do. Those of you in the business world, especially those whose companies aren't exactly run of the mill, have to provide a much more detailed response to the all too common question-and what do you do?

Though at times a difficult question, this is one you should welcome. It provides you the perfect opportunity to make a pitch for your company. And if you’re working for a start-up agency or relatively unknown business, this is an opportunity you desperately need.

Resort to the standard “I’m in sales,” and the conversation ends; launch into a lengthy, fumbling account of your every workplace action and bore your listener to death. Strike a balance and you just may get some business out of your boring wait in line.

An effective pitch is:

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