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Washington Environmental Council (WEC) is a nonprofit, statewide advocacy organization with the mission of protecting, restoring, and sustaining Washington’s environment.
Packaging inserts are a great way to build brand awareness and generate revenue and something I’ve written extensively about in the past including this post on delivering exceptional customer service and this post on using product packaging to create amazing customer experiences. What would you want to say or want your customers to know the second they opened your package?
This could be anything from the packing materials you use, to how you wrap your product, to the tone of any messaging.
Identify a few unexpected touches you can incorporate with your packaging that will bring a smile to their face as soon as they crack open the box. Start with your page titles (the text that appears in the tab of your web browser when you scroll over). Effective page titles can increase your click-throughs (which is ultimately just as important as where you show up in the results, if not more important) and help drive traffic to your site. Next, check your meta description—just a fancy name for the short blurb of content that appears right under your link in the search results. If you don’t create unique meta descriptions, search engines will pull text from your site they think best represent the content on that particular page.
At the very least, you should look at creating unique meta descriptions for your core pages.
You could spend years trying to figure out how and why Google generates the listings that appear in search results. Your business website is only as good as its ability to get visitors to click around and ultimately make a purchase.
There are hundreds of millions of websites out there with millions more being added every year.
Look at your pageviews, average time on site, and bounce rate (if you’re using Google Analytics) to see if there are any surprises (good or bad). By prioritizing items in your navigation, you can lead them down a path where they are able to gather more information and get comfortable with your offerings before jumping right into making a purchase. Just like with the navigation, not everyone is going to be ready to buy right out of the gate.
The good news is there are some really creative and effective apps out there to help you salvage the sale. One of the best ways to evaluate the effectiveness of your online marketing strategy is to see how your tactics and messaging compare to your competitors. Unlike a brochure or other print materials that can be difficult to get your hands on, websites are readily available and can provide a direct window into their marketing soul. Of course we can’t talk about Google without talking about SEO (search engine optimization). If they’re on Facebook, how are they using their cover photo to highlight their offerings? It’s difficult (if not impossible) to know how your business stacks up against the competition unless you periodically benchmark against your peers. The sources mentioned above are just a few of the many places I look when performing an indepth online marketing analysis for my clients.
The percentage of retailers offering sales and promotions increased from just 15-20% 10 years ago to 40-45% today (and rising). Smartphone apps and mobile ecommerce sites mean customers can gather real-time pricing information and make apples to apples comparisons without having to drive all over town—a challenge many small business owners are faced with more and more every day. But more than just saving a few bucks, the real reason shoppers can’t resist a sale has less to do with online shopping than it does with the psychology behind deals. These are just a few of the interesting tidbits from a segment on the science of sales that aired recently. A good digital marketer does not operate based merely on hunches but on solid, reliable and accurate data.
A recent study highlighted that lead generation has become a very important aspect in sales and marketing that marketing professionals are increasingly integrating into their work responsibilities. With the abundance of information available online, it would be quite difficult for brands, products and services to stimulate and capture the attention of their targeted audiences. But before we dig deeper on how to properly and effectively measure lead generation success, it is important for small business owners to understand the importance of doing so in the context of the new marketplace. The Internet and the online marketplace has evolved so much that simply measuring the success of your lead generation campaigns by merely measuring the volume of leads generated will not be enough to properly gauge the success. The CTR is the measure of how many targeted audiences clicked on the links on your lead generation channel in proportion to the number of recipients of that particular campaign (ex: lead generation email). A low CTR will indicate that you are marketing the wrong kind of content to a particular segment, while high click through rates will indicate a good response from your audience.
Conversion rate is an even more important metric than CTR as it indicates how many of those who clicked on your links and campaign channels actually perform a prescribed set of actions that will turn them into leads or even sales. The length of time a targeted audience turns from being a mere lead into a full-pledge paying customer is also an important metric that you should include in you lead generation success monitoring activities. The cost that you spent per lead before they become a paid customer or client is also an important metric.
Success in lead generation can be achieved by nurturing high quality leads with the prospect of ultimately converting these leads into customers.
The qualification of a particular lead will depend on how your business or sales team define them.
Profiling your leads according to segment, demographics, or any other qualifications your sales and marketing team has identified will provide you good indicators as to which particular lead profile will have the biggest contribution in terms of conversion.
Measuring the success of your lead generation campaigns will rely heavily on the common metrics described above.
The percentage in your sales pipeline (those already in the purchasing process) that were generated as a direct result of your lead generation efforts. The percentage in your closed sales that were generated as a direct result of your lead generation efforts.
The Cost Per Inquiry (CPI) which is computed as a ratio between your Total Lead Acquisition Cost with respect to the Total Number of Inquiries your lead generation campaign produced. The Cost Per Lead (CPL) which is computed as a ratio between your Total Campaign Cost with respect to the Total Number of Leads your lead generation campaign produced. Lead generation is can be likened to a skill and an art form that every business owner and digital marketing should learn and acquire. Introducing A Revolutionary Do-It-Yourself Guide To A Successful Digital Marketing Campaign - And How YOU Can Take Advantage Of It Before Anyone Else!

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May 26, 2010 by kristaneher 1 Comment I came across this chart last week that provides insight as to what types of marketing activities brands are using social media for. The first big A-Ha from this information is that a full 81% of firms are using social media for marketing. Social Media can be used for far more than you maybe initially thought.  Look for creative new ways to leverage the power of social media beyond marketing at people. I came to the session thinking I probably already know the majority of what would be covered since I’m very active in social media.
Krista’s vast knowledge and well-paced presentation make for an excellent learning environment! According to this infographic from Brandpoint, there are three major areas one can use to measure content marketing success.
These indicators are: higher ranking in search engine results pages, steady increase in website’s “first-time visitors”, and an uptick in social metrics including likes, followers, +1s, upvotes and the likes.
In short, content marketers should be on the lookout for these outcomes of awareness: web traffic, social followers and improved search engine rankings. Awareness is important, Brandpoint argues, because 93 percent of online experiences begin with a search engine query.
It is important to rank in search engines because three quarters of all searches do not move past the first page of results. Consideration is important, the infographic notes, because search engines rank content based on relevance.
It also notes that 61 percent of consumers feel better about a company that delivers custom content and that 65 percent of social media users learn about products and services of a company or organization.
The outcome that consideration strives to get include: informed decision making, favorable comparisons, lower bounce rates, social recommendations and brand trust. To measure conversion success, look for these: increased conversion rate measured by sales or leads, content sources contribute to the conversion funnel, social metrics indicate referrals from social networks, and subscriber and non-subscriber behavior indicate more people are buying from your organization because of your efforts.
After conversion, content marketing continues to work for you as people will most likely share their experiences on social media and the rest of the Internet.
As long as you post quality content, the “funnel” should be refilled, the Brandpoint infographic notes. A passion for technology and journalism makes this upcoming writer very interested in social media and technology news. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. WEC’s important work is dependent on community support and engagement, but their outdated website was making it difficult to showcase high priority issues and to inspire action in their audience. In this case--what happens from the second they get your package until they’re holding your product in their hands. Whether a handwritten note or something you print off, including a nice, non-salesy message with each purchase will go a long way towards building customer loyalty.
Instead of focusing on price or delivery, start with creating an unforgettable customer experience. They’re one of the many signals that search engines look for to determine what that particular page is about and whether or not a page is relevant to a particular search query. Check out this video to learn more about page titles and why, in some cases, Google changes page titles in search results. Then, use Google Webmaster Tools to track any changes in your click-through rate and adjust as necessary. You could spend thousands of dollars every month on an SEO firm that claims to have Google all figured out. You can’t just dial it in and assume that having a responsive design, slick graphics, and some quality content is going to be enough to get your phone to ring or your ecommerce shopping cart to fill up. Look at the number of visitors over a 90 day period and what percentage actually fill out your contact form—this will give you a sense of how much traffic you need month-to-month to hit your targeted number of leads or inquiries from your site. Assume first-time readers are going to look at your site from top to bottom and left to right. That means you want to prioritize your calls to action on each page based on where they are in their customer journey. I’ve spoken with a number of businesses that are having great success using abandoned cart emails to recover lost sales, collect customer feedback as to why they abandoned their order. Converting website visitors into customers requires think about how all of your content, images, calls to action, and navigation fit together to create a unique (yet functional) experience. When it comes to your business being seen in the search results, you need to make sure you have all of the right blocking and tackling in place. If you only have a couple of reviews, encourage customers to check you out the appropriate platforms. Complete all of your profile information including your hours, services, forms of payment, etc. And those sources will also help you identify what you’re already doing well, where you can make improvements, and how you can continue to differentiate your small business and your marketing efforts from your competitors.
Beyond just the increasing pressures for lower prices from the likes of Amazon, Wal Mart and other big box retailers offering incredibly deep discounts, shoppers are getting more and more sophisticated.
As it turns out, finding a great bargain actually causes a chemical reaction in our brains—one that seems to keep shoppers coming back for more.
They rely on verified information to influence their decisions particularly in the next steps to take in their marketing campaigns.
This would be working with the overall goal of generating leads that have the biggest opportunity of getting converted into sales.
They can however do so by conducting an extensive lead generation campaign to attract targeted customers right into their virtual doorstep. Unlike traditional markets where new customer acquisition is usually achieved with push sales and marketing strategies, the new online marketplace involves a new evolution in purchasing behavior – where consumers buy from vendors and providers they trust and have discovered by themselves. Consumers are taking the initiative to look for suppliers and behaviors that will supply them with what they need, and not the other way around. You will need to track and monitor other important metrics, like these ones below, which will be in line with the most important aspect of your business – your revenues.
What the CTR will tell you is how relevant your lead generation campaign in to a particular lead segment or category.
These insights will tell you how you can improve on your campaign so you can generate even more favorable results that will prove the success of your campaign.

The type of conversion defined will of course rely on the type of business you have and at what particular stage in the sales funnel will you measure as a conversion point. What this metric will tell you is how fast a particular consumer segment will respond and take action towards conversion for a particular lead generation campaign. It will not do your business any good if your leads will not ultimately lead their way into conversion, or if it takes excessive cost (that you lose profit altogether) to turn one lead into a customer.
A qualified lead may be one that represent companies, organizations, industry or professions you are specifically targeting.
Again, these will tell you which particular leads will you nurture and focus on to facilitate conversion. It will give you insights as to what particular segment, title, industry, or any other segmentation will make the most purchases. These will provide you a good indication as to where you stand on your campaigns so you can make adjustments and improvements accordingly.
There is also a science behind lead generation wherein doing a set of processes properly and according to best practices will deliver the results you need. In this FREE e-book you will learn the basics as well as advance aspects of Digital Marketing. If you aren’t using social media to build your business yet you are definitely behind the curve. For awareness, there are three indicators which can tell marketers that their content marketing strategies are working. As content marketing strategies drive success, websites of a business or organization are more likely to land on the first page of results. By looking at the time spent on site per user, the amount and age of pertinent original content, and the social chatter about the site. Think of “category-level” webpage content, “long tail” blog posts and news articles, newsletters, FAQs, and white papers. Furthermore, as for social media, the infographic says that it amplifies traditional word of mouth and grows organically with time unlike pay-per-click. Fresh from finishing an English and Journalism degree from the University of the Philippines Diliman, he aims to bring interesting news to our readers . And good or bad, those foundational elements are what’s going to show up in the search results. They’re what can convince someone to click on your link versus all of the other search engine results. You might find it hard to narrow down to only three in the beginning, but typically that’s going to make it so much easier for you to do some in-depth analysis. The same principles apply to lead generation, and digital marketers must rely on proper analytics to measure the success of their campaigns – and act according to what these metrics tell them. The problem however, as the study highlighted, is that up to three-quarter of respondents don’t know how to measure their lead generation efforts properly or have a limited way of measuring success. To help small business owners gauge the success of their lead generation efforts, Digital Marketing Philippines shares the following guidelines to kickstart their campaigns. This involves a higher level of trust that can only be nurtured by good lead generation and lead nurturing techniques – developing a higher and more personal customer-supplier relationship that is built on trust. This can include the completion of a survey form or a customer completing the checkout cycle after purchasing an item.
Some may be slower while others generate quick response times, giving you insights on how effective your lead generation content are – allowing you to make more effective adjustments to your campaign. Business owners and digital marketers should remember that the purpose of lead generation is not merely to generate leads but to generate paying customers at a cost that will still turn you profits.
You can do so by Lead Scoring, which is basically a process of ranking and identifying leads in terms of their probability of converting into sales. This will provide you insights as to what particular segment you will focus more on your lead generation and marketing campaigns. And like any science, the success or effectiveness of your process will depend on how well you measure the performance of your campaign – and taking appropriate actions based on these metrics that will help you improve and enhance your overall campaign. I left her workshop with greater clarity on a number of topics, and ideas that are benefiting my career. As an example, the infographic says that over 15 million online consumers say they research using social media before making a purchase and that 68 percent of consumers go to social networking sites to read product reviews. The infographic says that sites with 300 or more indexed pages have 236 percent more traffic while sites with 400 to 1,000 indexed pages received 600 percent more leads. As an example, the infographic says that 77 percent of B2C companies or companies that deal directly with customers have acquired a customer through Facebook while 41 percent of B2B companies or companies that deal with other companies have acquired a customer through the world’s largest social networking site. Their messaging was about 1) saying thanks and 2) making sure you found what you were looking for and 3) that you love your purchase.
That way when your business does appear in search results, you’ll be way more competitive. Business owners should realize this important aspect of lead generation so they can properly and effectively measure the success of their campaigns. The following are some metrics that you can measure to determine sales readiness of your leads so you can effectively score and rank your leads. It does not mean however that you simply disregard leads that do not fit the profile you set.
Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.
They also took the time to attach the note with a really nice gold seal (also embossed) which, given their focus on women’s designer apparel, really fits their brand.
The key is understanding the customer journey and where and how to engage with them based on where they are in that journey. Lead qualification will just give your insights on which particular leads you will prioritize in nurturing. Critical insights both in terms of search visibility, and also once visitors get to your site.

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