Increase Sales

Digital Marketing

By using the tools and channels described here, you can make the most of the following to proactively contact and positively interact with current, past and potential clients.


Introduction

By using the tools and channels described here, you can make the most of the following to proactively contact and positively interact with current, past and potential clients:

  • The contacts your sales & marketing teams have collated.
  • The contact information generated from your site.

to proactively, positively contact and interact with current, past and potential clients.

These tools and communication channels are:

  1. ILC's services in producing international digital collateral.
  2. Kompass Digital Marketing Campaigns.
  3. LinkedIn.
  4. Spotler’s Communigator Suite of Digital Marketing Tools.
  5. Virtual Events.
  6. YouTube

Used together they can be powerful instruments in generating significant increases in sales.

You should develop your Digital Marketing program in conjunction and harmony with your Digital Advertising and Web Optimisation programs.


Your Digital Content made Local and Global

To support your digital marketing campaigns, you will need relevant collateral and content.

If you need assistance in writing original copy and/or specialised translation services to translate existing collateral, we would suggest that you consider using the services of ILC.

When translating marketing collateral, "pure" translation may not be enough. Having a good understanding of local identities and cultural differences can ensure your digital content cuts through. Knowing how to successfully engage your audiences can give you a competitive advantage. ILC provides that understanding and engagement with transcreation that elevates your digital content beyond translation alone.

ILC's team of 300 bilingual copywriters cover the full spectrum of global communications, including international content writing services, content localisation, workplace communications, translation services and cross-cultural awareness training.

ILC's services are summarised below. - To contact ILC just click here.

  • Multilingual Copywriting

ILC's craft powerful content in native languages, delivering relevant and meaningful communication, so that the messages resonate well with your international audiences

  • Localised Social Media

ILC's social media services include content management, accounts management and interactions with your target audience.

  • Tailored Internal Communications

ILC helps you achieve better clarity and consistency in your internal communications, so your staff receive the same messages no matter where they are working from.

  • Website Copy

ILC's native-speaking specialists transcreate your messages accurately to produce high-quality website copy, ensuring global sensitivity and essential keyword research for international search engines.

  • Local Blog Writing

ILC can plan, write and publish for a blog network – creating one blog as part of several blogs – or a specific blog for your international audience.

  • Press Releases

Your press release will be written in the style that engages your audiences and with the language they understand.

  • Brochure and Flyer Content

ILC transcreates collateral including brochures, postcards, presentations and signage, all reflecting cultural and language differences.

  • Technical Business Writing

Distinct from sales copy, ILC can translate or transcreate more technical assets including product descriptions,white papers and industry guides.

Spotler's Communigator Suite of Digital Marketing Tools

Spotler - The AI Powered Marketing Automation Platform: Complete B2B inbound and outbound marketing software suite. Ensuring your marketing and sales teams get more leads from website traffic, convert more visitors into Marketing-Qualified Leads (“MQL”s) and run complete marketing campaigns.

Communigator Suite offers you the following modules to help you manage your in-house, online digital marketing campaign - (which easily integrate with your CRM system):

Communigator_Modules.png

Artificial Intelligence Software

Predict your marketing campaign results before you send so you can optimise and maximise your results. Making you a better, smarter marketer.

See: GatorMail

B2B Email Marketing Software

Use email marketing software to create, collect, test and track individuals movements with your emails. Create email marketing campaigns that are effortless to implement.

See: GatorMail, GatorSurvey, GatorInsights, GatorEvents, SendForensics, GatorCreator, GatorWorkflow.

Drip Marketing

Don’t drown your leads with information, drip feed it to them in a drip email campaign. Create campaigns that make sense to your leads and deliver content at pre-determined intervals.

See: GatorLeads, GatorMail, GatorSocial, GatorCreator, GatorWorkflow

Lead Management

Track your leads at every stage of the sales process. See which leads are sales-ready, when you last spoke and what communications they’ve had. Make your pipeline more transparent.

See: GatorLeads, SmartForms, GatorPopUp

Marketing Automation Software

Plan, build and review intricate campaigns that can react to any audience interaction with marketing workflow management. Automate your marketing for any eventuality.

See: All Modules

Social Media Automation Software

Strengthen your social media presence without making it your first priority. Automate posts with Communigator's social media automation tool.

See: GatorSocial, GatorLeads

Website Visitor Information

See: GatorSocial, SmartForms


Pricing is calculated around four packages (the first one is free):

Lead Generation Freemium - Get a “free for life” version of GatorLeads. You’ll get a daily email listing of the top 10 leads visiting your site.

Lead Generation Pro @ £199 p.m. - See who is on your website and turn your website traffic into Leads.

Email Marketing Only @ £500 p.m. - Creating, testing and sending emails has never been quicker or easier to do.

Marketing Automation @ £750 p.m. - All the features from Lead Generation PRO & Email Marketing plus 11 extra features.


Lead Generation Pro: IP lookup & Social & PopUps Equals A Bounty of Leads!

Lead_Generation_Pro_Package.png


In addition to these platform features, you also have:

  • Unlimited user licenses included.
  • Email support.
  • Telephone support.
  • Extensive online help centre.

Email Marketing Only:

Email_Marketing_Only_Package.png

In addition to these platform features, you also have:

  • Unlimited user licenses included.
  • Email & Telephone support.
  • Account Manager.
  • Extensive online help centre.

Marketing Automation includes all the features of Lead Generation Pro and Email Marketing Only plus:

Marketing_Automation_Package.png

Plus:

  • Unlimited user licenses included.
  • Email & Telephone Support.
  • Live Chat.
  • Dedicated Account Manager.
  • Extensive online help centre.


Kompass Digital Marketing Campaigns

Kompass offers the following tools & services to facilitate your Digital Marketing:

  • EasyBusiness - Access the Kompass databases to discover potential Buyers (Data Capture & Analysis).
  • ByPath - Analyse Big Data found online to help you find new prospects (Providing both Driver and Data Capture & Analysis functions).

The data you generate from EasyBusiness and ByPath can then be imported into your CRM system. Kompass CRM apps and connectors are compatible with a range of different CRM platforms, such as Salesforce, Microsoft Dynamics, Hubspot, Zoho, Sugar CRM and Pipedrive:

  • User friendly. Ready-to-use. Plug and play
  • Direct business lead import into your CRM
  • Unlimited company searches
  • Quality up-to-date B2B company and contact data

See the video:


Kompass EasyBusiness

Kompass' global B2B database EasyBusiness, will help you find the right customer leads and marketing lists, whether you use data for telesales, email, digital marketing events or direct mail campaigns. Kompass' dedicated teams on the ground collect data locally, giving a real understanding of your target markets, as well as helping Kompass satisfy data compliance regulations in each region.

  • Expert data specialists in 70 countries - collecting and verifying data locally – so Kompass can share their valuable local knowledge without you even leaving your office.
  • Access a database of more than 33 million companies worldwide, whether you need business information for email marketing, telesales, field sales or direct mail, use our range of tools to drill down to find exactly the right list of sales leads for your campaign.
  • More than 60 key search criteria to help you source relevant prospects for your sales and marketing activity. You can refine and view your targeted marketing lists, then export the data or upload onto your own CRM system.
  • Focus on the right contacts. Smart data will help you find new business contacts as well as develop your business in new markets. Sales Accelerator, our EasyBusiness add-on, integrates live Big Data from 200k media sources (web, social, networks, blogs). This not only gives you access to thousands of contacts, but you can also setup customised news and job alerts to help you keep track of your leads.

EasyBusiness Search.jpg

See the videos:


Kompass ByPath

How ByPath can help you.png

ByPath is the B2B business intelligence solution that leverages Big Data. Every day, ByPath’s algorithms analyze millions of data from the web (social networks, blogs, press, Twitter…) and reveal to salespeople information that is crucial to their business.

ByPath meets the real expectations of B2B sales people:

  • How to find new leads outside the traditional channels?
  • Who are the real decision-makers and influencers on its current opportunities?
  • How to secure your closing?

Designed by sales representatives for sales representatives, ByPath offers new functionalities, adapted to each stage of the sales cycle:

  • Alerting on business signals
  • Reconstruction of company organisation charts
  • Identification of strategic contacts
  • Calculation of the introduction paths between sales representatives and their target interlocutors
  • Closing help with Powermap functionality (account mapping)
  • Unlimited access to the Data Kompass (phone number, emails, administrative and financial information, etc.)

Key ByPath features:

  1. Analyses Big Data found online.
  2. Over 200 million contacts across 15 countries.
  3. Over 33 million companies.
  4. Over 20 million emails.
  5. 200k online media sources.
  6. Personalised alerts to follow up your prospects.
  7. Enhanced Kompass company data.
  8. Direct CRM data imports into: Salesforce, Zoho, Hubspot Sugar CRM, MS Dynamics 365 ( Update your CRM by adding new leads for both contacts &  companies from ByPath with a single click).

See the videos:


Pricing:

  1. All prices are subject to UK VAT.
  2. Licences are valid for 12 months.
  3. One company profile downloaded requires one credit.

EasyBusiness & ByPath (no download credits)

EasyBusiness_and_ByPath.png

Additional Licences:

EasyBusiness_and_ByPath_Additional_Licences.png

Additional Countries and Credits:

Additional_Countries_and_Credits.png


Kompass + Communigator Overview

The following diagram illustrates how Digital Marketing can be maximised by combining the power of the Kompass and Communigator digital marketing services:

Kompass+Communigator.png

This is not to say that you will need all of these to benefit from Digital Marketing - your requirements will depend upon:

  • The size of your sales & marketing teams.
  • Your internal expertise in Digital Marketing.
  • Your target market.
  • Your sales & marketing budget* (but a focused Digital Marketing campaign should result in a very healthy ROI).

If you are unsure of your requirements, it may be that an incremental approach may be best for your company.

You may also consider using Spotler's managed services. Whether you need assistance sending campaigns, setting up events, or building web capture forms, or something more complex like setting up and managing your marketing automation campaigns. It’s what Communigator does!

Spotler's managed services team can work with you on a long or short-term basis. So, if it’s just to help carry you through a busy period, manage staff shortages or a longer-term addition to your team, Spotler's got you covered.

These modules can be placed in three broad functions:

  1. Drivers - Drive your messages to your actual and potential clients.
  2. On Site Traffic Management - Help you manage and direct messages to visitors to your web site.
  3. Data Capture & Analysis - Capture & Analyse data from your website and then use the results to tailor your marketing campaigns.

*If you were to deploy all these modules, your budget will have to cover a minimum of £15,000 p.a. to cover the U.K. market and anything up to £20,000 p.a. to cover 65 countries if you can manage these activities in-house.


Marketing through LinkedIn

(For an explanation of advertising options on LinkedIn, See: Digital Advertising.)

LinkedIn is the world's largest professional network and should be an important channel in any B2B marketing campaign. Marketing via LinkedIn is different to advertising on LinkedIn in one key aspect – marketing is primarily conducted at a personal level. LinkedIn members are individuals and it is individuals (on behalf of their companies) who will reach out to those members[1].

The following is not intended by any means to be an exhaustive guide in becoming an expert in LinkedIn marketing. To download LinkedIn’s own more detailed guides see:

However, in outline, the three Key Phases and steps in developing and implementing a LinkedIn marketing campaign are as follows:

Phase One - Preparation

Step 1 Create a company profile

A company profile helps you separate individual backgrounds from your business by creating a page that includes information about what your company does, how long you’ve been doing it, and how interested parties can contact you.

First, optimise your company page for searching. Whether your audience is searching on LinkedIn or off, a well-optimised company page can help you gain visibility among the people searching for what your company offers.

Make sure to upload a high-resolution company logo and a cover image that captures your brand and do fill out the “About us” section to provide visitors with more information. Be sure also to incorporate keywords into the company profile information, clearly representing who you are and what you do.

Step 2 Involve Members of the company’s sales and marketing teams

Ensure that their LinkedIn profiles are also optimised.

Their profiles should also include a personal; telling people who they are and less of “what” they are.

Step 3 Define target profiles

Define the profiles of those executives you would like to reach (country, company profile, department, title etc.) – and compile a list of the individuals you find on LinkedIn (using the search facilities).

Phase Two – Go live!

Step 1 Promote your LinkedIn company profile outside of LinkedIn

  1. Link your LinkedIn company page from your website, blog, business cards, directory registrations, email signatures and other marketing materials.
  2. Add a “Follow” button to your website. This allows your website visitors to follow your LinkedIn company page with a single click. See: LinkedIn’s Follow Company Plugin Generator.

Step 2 Increase your company “reach”

Members of your sales and marketing teams should now reach out to the following asking to connect to them:

  1. Any contacts they have imported from their personal contacts.
  2. Those individuals[1] that you identified when carrying out your profile targeting exercise above asking to connect to them. (If you can find connections in common, then it is better to ask the existing contact to make an introduction.)

In asking to connect to them, you should consider very carefully what message you send – it will have to be interesting to convince the recipient to agree. What’s in it for them?

Phase Three – Become “Active”

Step One - Participate with LinkedIn groups

Your sales and marketing staff may already be members of several groups on LinkedIn, but they need to leverage that membership by participating in discussions. (As an added incentive, this raises their own profile as well as that of your company.)

Step Two - Share relevant content

When you publish updates from your company page they also appear on your public page, allowing your content to be indexed by Google. The more frequently you share content, the higher your company page will appear in search results.

Step Three – Publish white papers and industry relevant commentary

Try not to only publish information about your products. The more often you can stimulate industry discussion and establish yourself as a thought leader, the better. (See: The Sophisticated Marketer's Guide to Thought Leadership.)

Step Four - Create a LinkedIn group

Create a company-branded group for your clients and/or colleagues to facilitate discussion about your industry. A collaboration-based group, created and managed by your company, can be an excellent way to get your company name recognised.

Phase Four – Analyse your results and adapt

It is important to track and analyse the results of your LinkedIn marketing campaign – and adapt, refine and improve accordingly. (See: The Sophisticated Marketer's Crash Course in Metrics & Analytics).

Phase Five – Upgrade your access to LinkedIn?

The activities described above can be undertaken (in the main) by using the free access to LinkedIn. However, there are two services you may like to consider – depending upon your requirements. More information on these two services can be found on LinkedIn.

LinkedIn Premium Business

Research and evaluate business opportunities with exclusive access to unique and timely data about companies that interest you e.g. growth and functional trends.

LinkedIn Sales Navigator

Designed for sales professionals, LinkedIn Sales Navigator helps you focus on the right people and companies, stay up-to-date on what’s happening with your accounts, and build trust with your prospects and customers.


Freelance LinkedIn Consultants

If you feel that you would prefer some expert help, then check Adviseable's network of LinkedIn Marketing Freelancers.


Virtual Events

We will all have experienced the increased use of video conferencing and webinars during the lockdown – and realised just how cost effective and easy they are. Fewer will have experienced multiple, simultaneous workshop events or a virtual trade\industry exhibition. These are destined to become a greater feature of business life. Indeed, from many points of view they are better than the physical versions.

Virtual events (some are hybrid) range from:

  1. Single discussion\topic webinars; to
  2. Multiple, simultaneous workshops; to
  3. Full blown trade fairs and industry exhibitions.

Their main characteristics are described in more detail below. However, they all build on the same concepts of:

  • Mirroring, and, where possible, improving on comparable physical events.
  • Generating measurable results.
  • Delivering value.
  • Driving action.

Whether you organise or simply attend these events, they will require you to think carefully how you can benefit from the features they offer – and there are lots of benefits they can bring:

  • They are cheaper to hold.
  • They are cheaper to attend.
  • They mirror most of the characteristics of a physical event.
  • They make a major contribution to reducing your carbon footprint[2].
  • Elements can be pre-recorded – reducing the risks of “problems on the day”.
  • The session analytics can be extremely detailed and delivered in near-real time – providing unrivalled marketing information.
  • They offer secure connections that are fully GDPR compliant.
  • They provide areas for round table discussions and webinars with the ability for delegates to ask questions and exchange text messages; both privately and publicly.
  • Customised registration and payment pages.
  • Customised email confirmation and reminders.
  • Open APIs to integrate with 3rd party software (such as CRMs).
  • Surveys\polls.
  • Video, chat, social media, web page, skype\zoom links.
  • 24/7 availability.


Webinars\Group Sessions\Single Workshops

A webinar is simply a group meeting conducted over the Internet. See: The ExportersAlmanac - Communications - Larger Meetings & Webinars for a list of platforms that can be used for webinars. – They are particularly effective when having pre-sales discussions with groups[1] of potential clients and\or managing user groups:

  1. You can share screens.
  2. You can bring in members of your company to cover specific topics.
  3. You can see your counterparties – which helps you establish personal contact.
  4. They are easy and relatively quick to set up.

From thought-leadership panel discussions to weekly live demos, webinars are an effective way to move prospects from product awareness to closed deals.

If you use webinars you should then consider developing a webinar hub\YouTube channel with:

  • On-demand recordings of all webinars.
  • Calendar with past and future webinars.
  • Supplemented where appropriate with straightforward video presentations.


Multiple, Simultaneous Workshops

If you want to hold multiple, simultaneous workshops (including User Groups and Discussion Groups) then you need a more flexible solution than single webinars allow for. Platforms that provide this extra flexibility can be reviewed at The ExportersAlmanac – eCommerce – Communications - Larger Meetings & Webinars.


Trade Fairs and Industry Exhibitions

These are platforms which mirror the visual experience of attending a trade fair or industry exhibition – complete with entrance hall and company stands. If you have not experienced one of these, then check out this short demo video from Virtual Tradeshow Hosting.

In addition to the benefits listed above, virtual trade fairs and industry exhibition typically offer these additional features:

  • Welcome\Entrance Hall.
  • Exhibition Hall with personalised exhibitor stands.
  • The option of having a Welcome Entrance Hall.
  • The options to create virtual, customised stands.
  • The ability to book private appointments with delegates at their stands.
  • A meeting area where you can meet other delegates for private or public chats.
  • Simultaneous translations\interpreters.
  • Prize give aways.
  • They can be temporary or permanent. - Some examples of existing, permanent Virtual Exhibitions can be seen at The ExportersAlmanac – eCommerce – Advertising & Marketing Virtual Events.

Should you want to organise a trade fair or exhibition, there are a number of platforms you can choose from – many of these are listed in The ExportersAlmanac - eCommerce – Communications - Virtual Conference & Exhibition Platforms. – In this context, please note that choosing a virtual event platform on its own is not enough. To manage these efficiently, you should integrate this with your website, CRM and automated marketing systems.


Pre-Event Preparation

No matter which type of event you are organising, you will have to prepare for it.


Event Promotion - Timings

According to research from GoToWebinar, you should start promoting your webinar at least four weeks in advance and keep promoting up to the day itself. In practice, we would suggest that you need at least three months’ preparation and for bigger events anything from 6 – 12 months.


Promotional Material

Prepare all of the following before the event:

  • Promotional material and collateral to be used pre- and post- event.
  • All follow-up emails.
  • Define the Calls to Action (“CTA”.) you want delegates\attendees to take.
  • Provide these CTAs that sales reps can use in their communications pre and post event.


Post Event Actions

  1. The first follow-up email should be sent to attendees within 24 hours of the event and include links to any webinar recording and slides.
  2. Analyse and distribute event data. As a minimum be sure to track Key Performance Indicators (“KPI”s) that align with your overall event goals for example:
  • Leads who registered.
  • Leads who attended.
  • Leads who registered but did not attend.
  • Leads who never registered.
  • New Sales Qualified Leads (“SQL”s) from post-event lead scores.

You can also add:

  • Event poll responses.
  • Survey responses.
  • Questions asked during the event.

Collect suggestions covering:

  • Requests for new event topics.
  • Feedback about events to date (interest levels, quality of presentation etc.)

From this overview, you will have seen that much of the preparation is similar to preparing for a physical event. You will also have seen that there are a number of options as to how you present and host a virtual event. The best solution for you will depend upon your requirements as an event organiser. To help you organise your thoughts in this direction and prepare a check list of requirements see: Virtual Events – Preparation and Assessment Check List.pdf

A word or two of caution. Given the clear benefits and their relatively low cost, it is reasonable to expect an explosion of virtual events. At that point, there is the challenge of attention overload. For your events to be successful – they must be significantly interesting and useful – otherwise they will simply get lost in the digital fog.


See: The ExportersAlmanac Communications for services that can provide all of the above:

ExportersAlmanac_Communications.png


Marketing Through YouTube

Companies use YouTube for three main reasons:

  • To use it as an advertising channel: - With YouTube ads, reach potential customers and have them take action when they watch or search for videos on YouTube – and only pay when they show interest.

YouTube_Ads.png

  • To use it as a marketing channel: - Online video marketing provides an opportunity to build trust and a platform for businesses to establish themselves as an authority in their industry. Turn your YouTube views into website traffic by making a clickable link available in the video description box or even on the video itself.

  • To provide product & service support (including pre- and post-sales): - It’s easier to connect with audiences and easier to explain products through online videos when compared to a written copy.

If you think that you would like to manage this channel yourself then you need a Google Account to sign into YouTube. A Google Account works across all Google products (like Gmail, Blogger, Maps, YouTube, and more).