The Marketing Sage - Marketing Consulting

Connect with me at (919) 720-0995 or jeffreylynnslater@gmail.com 


 

My goal is to help grow your sales.

The Marketing Sage Consultancy offers imaginative marketing advice, counsel, and services. I support small to mid-sized businesses, whose products and services need fresh insights, creative inspiration, and a proven process to reach the right audience. Strategy always comes first, before tactical execution. 

Hire me as a fractional CMO/VP marketing a few days per month when you don’t need a full-time marketing executive.  Other services include marketing audits, brand naming projects, marketing strategy, digital lead generation, facilitate brainstorming sessions and creating targeted brand awareness campaigns.  

Work with a successful entrepreneur and senior global marketing executive who built and sold what INC MAGAZINE recognized as one of America’s fastest growing company. Put more than thirty years of marketing expertise to work for your business.

I sell seasoned advice.

Contact me at 919 720 0995 or jeffreylynnslater@gmail.com 


Sign up to receive my blog posts via e-mail and get a FREE copy of my e-book, Unraveling The Mysteries of Marketing.

JOIN NOW


The Marketing Sage

The Marketing Sage Blog

~Marketing Insights to Help You Grow Your Business~

Website Visitors Welcomed

I’m looking at using software from a company called Lead Forensics for some clients interested in business development. Recently, they recognized that 98% of the traffic to their website wasn’t identifying themselves. If you are focusing on generating leads, that is a lot of interested visitors being ignored because they don’t self-identify.

If you think of your website like a tradeshow booth, imagine one hundred people coming by your booth and standing and looking at your company for 2 minutes, but only 2 percent (2 people) ever strike up a conversation. The rest keep moving along. Who are those 98 people? Where did they come from? Are some of them showing signs of interest to buy?

Lead Forensic and Website Visitors

Lead Forensics provides you with a small code that you paste into your WordPress site. It gives you the opportunity to know what businesses have come to your site and their location. You can’t tell which individual has visited, just that a company has stopped by to poke around.

I tested the software on my website to get a first-hand understanding of how it works. The cost is considerable for most small businesses, but if you could identify just a handful of leads who seem unusually interested in individual pages on your website, that data could be quite valuable to enhance lead generation.

For a business to business firms, this information can be useful to business development professionals. Knowing that individual companies have found their way to your site means that there is some degree of interest in what you do. What if you could get to that company and talk to a few of the key people who you typically work within growing sales?

The company gives you access to individuals contact information by location, by title with emails and street addresses. So, if you typically speak to the head of quality control or the chief financial officer, you can find potential leads. Since you can identify the physical location (a plant in Pittsburgh versus Peoria), you can identify people who work at this place.

Over the coming months, I’ll report back on the value I see in the software, but I am intrigued by the concept. It may not be right for every business, but in B2B, it often doesn’t take much to turn one interested lead into a buying customer.

Maybe you know what’s in your wallet but do you know who is coming to your website?


Need help with generating more quality leads for your business? I can help with a range of inbound and outbound marketing services. Text me at 919 720 0995, email me at jeffslater@themarketingsage.com or just come to my website. I’ll know you are visiting.

Photograph: Courtesy Creative Commons/Flickr/Thomas Hawk


 

Tuning In

An old-fashioned radio had a round dial that you would turn to find a signal. If you went just too far, the sound wouldn’t be clear. When you connected with that signal, like music to your ears, the message is crystal clear.

Marketing is just like that big, fat radio dial. It is a lever we can turn and adjust to tune into a message that a particular audience is open to receiving. A radio station sends a signal in hopes that an audience will find them on the dial. 

An entrepreneur with some spectacular homemade salad dressings approached me to help her market her island-inspired products. Born in Jamaica, Eralia was selling her herb-infused dressings in a few specialty food stores but didn’t know where to go from here.

Over a homemade salad dressed with mango, guava and allspice seasoning, we discussed this idea of marketing and a radio dial. I told her that she has some lovely products that people who care about the Caribbean Islands would love and that to reach them, she must find a way for them to tune into her message.

Also, what she is selling isn’t salad dressings but a taste of the islands. There is a visceral connection that is part of her story that evokes the sights, sounds, and the smell of that region. Why not market that, not her dressings?

Tuning In on Facebook

Selling in retail stores is very tedious. You have to do sampling and demos to try and find people who are willing to tune into your message. Instead, Facebook is like a radio and you can tune into a particular channel and send a message to a very particular audience. 

For example, there are more than one-million people on Facebook in the U.S. who have a love of all things from the Caribbean. You can find them through targeted message. If Eralia sends a signal through sponsored ads, she can put her message in front of an audience that will resonate with her products.

And there are millions of people who visit the islands each year, and they too can be found based on their travel habits, behaviors and other signals they send out too.

I urged Eralia to think of her salad dressing bottles like little island ambassadors who share the taste of relaxation. 

Salads, Signals, and Seasoning

If you are selling products and want the right people to tune into your message, you need them to be turning the dial to find your station. You need to be broadcasting your message to reach this community with the goal that your products will resonate with them.

Facebook ads allow you to show up along the dial (newsfeed) on Facebook and to connect with the right audience. Of course, you need to get the message and offer right, but being in front of the right audience is step number one.

When you send out a signal to those who love the Caribbean, your signal will be found.

Toss that idea around.


I help small to mid-sized business market themselves to the right audience. Need help finding your signal, dial this number and I can help. 919 720 0995 or email me at jeffslater@themarketingsage.com

Photo credit: felipe-belluco-127793 Unsplash


 


Watch my video presentation to 175 marketing professionals called

Ten Simple Lessons To Help You Market Your Brand.