Dan Galante

Sales, Marketing & Social Media Today

I write about the three topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in outside sales and marketing. My objective is to use my expertise to help business and the individual produce better results in these areas. Feel free to send me your questions. The blog is published on Wordpress and tumblr along with the LinkedIn publishing platform.

25 Ways to Drive Revenue

Image via http://www.walkerandgrimes.com/wp-content/themes/shell-lite/images/featured-image.jpg

The purpose of the Sales & Marketing functions is to drive revenue for the organization.

Below you will find 25 Sales & Marketing Strategies for driving revenue.

1.Market Research & Competitor Analysis

Before businesses can sell anything, they need to determine if there is a market for their products and services.

Most businesses will not necessarily be creating new product categories. As a result, they will be entering into a market place that already exists. This is true if you are a re-seller or distributor of products and services. Once you decide that there is a market for your products and services; you need to study your competitors.

Image via smartdraw.com

You can see who your competitors are by

2.Surveys

Surveys can be a great way to get information about prospects and customers. You can ask specific questions that can provide information on what the prospect is looking for. Also you can ask questions about when the prospect is looking to make a purchase. This information can be stored in CRM software. Surveys can be done through direct mail, email or online through internet polls.

3. Using Inbound Marketing & Creating Buyer Personas

I want to define Inbound Marketing. Inbound Marketing is Marketing based on getting found by customers. It’s customer-centric. With Inbound Marketing, businesses create customer-centric content based on customers needs. Content could take the form of blogs, videos & SEO.

Inbound Marketing is very different from Outbound or Traditional Marketing. In Outbound or Traditional Marketing, businesses would: buy advertising such as TV or Display ads to interrupt prospects, cold call or cold email  to get their message out.

image via http://www.hubspot.com/inbound-marketing

4. Big Data & Analytics


image via https://marketingtruth.wordpress.com/category/analytics/

There are plenty of ways for marketers to measure the reach of their content and track customer behavior with marketing analytics. Many of these resources can prove to be quite expensive but in some cases make sense to purchase. However, there are plenty of free sources for marketing analytics.

5. Referrals/Testimonials from Customers

Referrals and testimonials from your customers is one of the best ways to get leads because they remove doubt from the prospects mind about your capabilities to perform. Referrals could take the form of a video, a recommendation on LinkedIn or a SlideShare presentation. I have the last two that I listed. Referrals and Testimonials should speak to the quality of your work.

6. In person testimonials at trade shows

Providing customers with great products and experiences is a great way to get customers to help market your products and services.

An example of this is illustrated by Hyundai

7.Customer Loyalty programs

Customers are usually delighted to provide referrals and testimonials for companies and products that work. That being said, you need to show your appreciation to customers who put their name and reputation on the line for you.

8. Business Networking

Attending networking events at your local chamber of commerce or at a professional association can be a great way to meet potential prospects and to generate leads. At these events you can talk informally and exchange business cards. You can briefly discuss who you are and what you do then move on; remember you want to network with as many people as possible.

9. Email Marketing

Email lists can be purchased from a list broker or self-generated from your address book. You can also use services like Constant Contact & Mailchip that allows people to enter their email addresses if they want email from your business. This is known as allowing them to opt in. Before proceeding with an Email campaign make sure to get permission from people through an opt-in email. If you do not get peoples’ permission to send them email it can be considered spam.

Email is a cheaper item than mail. You can have a wider reach to your customers. I would suggest creating a message that is compelling. Make sure to use pictures and colors that look appealing.

10. Social Media/Customer Service issues on Social Networks

Today, many people and organizations are using Social Media to get their message out. If you are not using Social Media you are missing an opportunity. The major Social networks are LinkedIn, Twitter ,Facebook tumblr, & WordPress. These networks have similarities in the sense they are designed for people to communicate. Here is how to get started on these platforms.

(I will discuss Instagram, Google+ YouTube & Pinterest in another installment.)

Customer Service issues on Social Networks

In my post Building the Brands of Tomorrow, I stated that one of the things that companies needed to do to build the brand of the future is to listen to their customers. This means handling customer complaints promptly. We are in the digital age. In this age, social networks are the wave of the future. Today’s consumer is an empowered consumer.  Today’s social consumer can quickly share their thoughts about a product or an experience on Facebook, Twitter, Google and many other networks. Brands need to be present on social networks to interact and engage with the empowered consumer. More and more consumers are consulting their social networks for product recommendations.

11. Blogging- WordPress, Tumblr & LinkedIn

Blogging is a great way to build your brand and market your products to the masses using Inbound Marketing. Writing a blog allows you to demonstrate your expertise through writing. Blogging helps to provide prospects and customers with valuable information. Providing valuable information helps to position you as an expert and a resource. (Content Creation)

Popular blog posts formats are:

Writing a blog is great way to share your ideas and market your expertise in an area. I began blogging back in November 2011. Blogging had connected me with so many great people around the globe. I began publishing on the WordPress platform. In this post, I am going to discuss how to set up your blog on WordPress and Tumblr.

image via zanderchance.com

WordPress & Tumblr are great publishing platforms where users can create customized & branded content which includes domain names. For tips on setting up a blog click here.

Here is how to write & publish a killer blog article on these platforms.


image via singlehop.com

Writing on LinkedIn’s long form post is similar to writing blog posts. Your goal is to engage your readers & build an audience. Let’s explore the features of the LinkedIn publishing platform.

image via https://i2.wp.com/animoto.com/blog/wp-content/uploads/2014/11/Screen-Shot-

12. Content Repurposing & Curation

High quality content created on a blog has amazing potential to be shared, increasing blog readership. However, just creating content; sharing it in its original form on many channels multiple times will continue to yield diminishing results. Results are diminishing because Social Networks and the blog-sphere continue to be bombarded with content. As a result, too much quality content will be overlooked.  Now if you are reading this confused what to do next, relax you are not alone. When I started blogging I thought the very same thing. Here is where content repurposing can help.

Content creation is one of the best ways to engage an audience, making it essential to content marketing. However, we simply cannot cover every single topic in our industry. This is where content curation comes in handy, content curation is where you share the work of others in your industry. Content curation can enhance your content marketing efforts in the following ways:

13. Obtaining Content from Customer Service & Sales Teams

Once brands convert prospects into customers, they still need to focus on and support customers post sale. Here is where Content Marketing can help. Brands can use Content Marketing for customer retention, cross-selling and up-selling. To take advantage of this, brands need to involve both their Sales and Customer service team in their Content Marketing strategy.

14. Trade Show Marketing

It is important to attend industry trade shows either as an exhibitor or an attendee. Trade shows are a great way to keep up to date with trends in your industry. This will allow you to hone your expertise which your customers pay for. Trade shows are a great place for you to get leads because customers go to them looking to make purchases either at the show or soon after. If you are an exhibitor, require attendees to give you their contact information to see a demonstration of your product. This can be the start of an informal conversation which you can follow-up on later.

15. Advertising

Businesses can advertise their products and services. The advertising can be a spot on the radio, television, Social Media, print and billboards. Television ads can be short commercials that appear on TV shows or they can take the form Infomercials which are at least a half hour in length.

Television has been a preferred method of advertising for years because television has a massive audience. The internet is also a great way to advertise. You can use pay-per-click advertising on LinkedIn, Facebook and Google. (LinkedIn Ads, Facebook Ads,Google AdWords) This is an effective method because you can specify who you want to see your ad by different demographics such as Geography, Age, and Profession. You can also use keywords to trigger your ads.

16. Print

Placing ads in newspapers can also help your business because newspapers have many readers. Newspapers are usually in print and online. Your advertising on this platform could take the form of a classified ad or article marketing. Industry trade magazines also fall into this category. Billboards can also help your businesses visibility.

17. Direct Mail

Direct mail can be a great way to find prospects. You can create a message with pictures and compelling copy. The idea is to piqué the interest of your prospect and to include a card with paid postage that they can send back requesting more information. You can use CRM software to track your results and fine tune who to target.

Direct Selling

Sales can teach you many things.

Here is a list of what I learned from selling.

18. Creating a Sales Plan supported by CRM software

In my last post, I spoke about how to identify your target market and how to build a prospecting list. In this post, I will cover how to develop and implement a sales plan. Also I will cover how the sales funnel works and how it relates to sales success. The Marketing function of an organization can use marketing automation for related their activities as ACT! and Salesforce offer marketing automation software.

19. Handling Customer Objections

In sales, everyone has to be able to overcome objections in order to be successful. The best way to overcome objections is to prevent them.This can be done by providing a thorough sales presentation that covers all the information about your products and services. Also it is imperative that you address any questions the prospect has immediately. However, objections will come up from time to time.

20. Becoming your own Sales Manager

Anyone who is in inside or outside sales has to meet sales quotas/sales goals of a certain type. The role of a Sales Manager is to hire, mentor, train and motivate the Sales Team. A Sales Manager is also accountable for setting the sales goals of their team and making sure that these goals are meet and exceeded. Sales Managers are provided with salary and an override of the teams total sales. Each Sales Reps goals make up a piece of this total sales goal. A Sales Manager’s duties will vary by the size of the organization and its structure.

Now you are asking ” How could I be my own Manager of Sales?

21. Tracking and using Sales Data

Math and Sales Data are essential to improve the sales efforts of Sales Reps. The use of Math and Sales Data can provide a wealth of insights in terms of how effective abusinesses sales campaigns are doing.

22. Receivables, and Collections

When we deal with customers, it is important to get them to pay their invoices in a timely manner. What a timely manner means is dependent on your company’s payment policy. Are these customers C.O.D or are they net 30, net 60, net 90 or longer? This payment structure is based on the length of the sales cycle.

What can we do to make sure that customers pay their invoices on time?

23. Customer Relationship Management

In sales, we all have to deal with difficult customers. Today, I am going discuss how to deal with difficult customers. In a previous post, I discussed how to get customers to pay on time. Each situation needs to be put in context. In other words, why were the customers being difficult? Were they being difficult because you screwed up their order or service call?

24. Firing Customer that do not drive revenue & profitability: Guidelines

Everyone has that customer that is a late payer, nasty and/or a time waster that they wished they could fire. In previous posts, I have discussed how to deal with difficult customers, sociopaths and how to get customers to pay on time. However, there are some customers that need to be fired. The question is how to determine which customers to fire. As Dr. Tony Alessandra puts it, the good, the bad and the ugly. He goes on to describe how companies rank their customers

25. Creating Sales & Marketing Content to engage Customers

In my last post, I covered how to make a cold call where I described about how to make an on the spot sales & marketing presentation. Now I will cover how to develop and deliver a customer centered sales & marketing presentation to a decision maker when you are on an appointed call.

Developing Your Presentation

When you start to develop your presentation, it

There are three learning styles, Visual, Auditory & kinesthetic.

65 percent of learners are Visual but this is not everyone. In the presentation below, I provide you with ideas and strategies to

1. Collect information on your buyers learning style

2.Create presentations and content that will engage buyers with content that is optimized to their learning style making it more engaging

3. Create differentiated presentations and content for all learners when buyer learning styles are unknown.

How to Optimize Presentations & Content to Buyer Learning Styles

Getting people to pay attention to your message and brand is becoming increasingly difficult in today’s attention economy. This is especially true when making a Sales and Marketing presentation. When making a presentation using PowerPoint/Slide-decks, are you inundating your prospects and audience with slide after slide of visuals? While visuals are important, too many of them can overwhelm your prospects and audience. Remember the goal of your presentation is to inform, persuade and engage your audience to take action based on your message. You do not want overwhelm and/or bore your audience.

What sales & marketing strategies have you used to drive revenue? Comment and share below?

Bonus Content

Marketing for Small Businesses

How to use Marketing to gain customers for your Small Business

Using Marketing for Lead/Demand Generation

Content Marketing 360

Inbound Marketing & Sales Basics

Inbound 101

Outside Sales Strategies

Sales 101: Getting Started

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Hubspot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 15,000 followers on LinkedIn & over 10,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

Posted 3 days ago

Customizing Presentations & Content to Buyer Learning Styles

Creating customer centered  presentations that engage customers are essential. Previously I spoke about how to accomplish this.  However, another key element to creating both customer centered presentations and digital content is knowledge of buyer learning styles. In other works, how do buyers learn best.  

There are three learning styles, Visual, Auditory & kinaesthetic.  65 percent of people are Visual learners but this is not everyone. In the presentation below, I provide you with ideas and strategies to

1. Collect information on your buyers learning style

2.Create presentations and content that will engage buyers with content that is optimized to their learning style making it more engaging

3. Create differentiated presentations and content for all learners when buyer learning styles are unknown.

<iframe src=“//www.slideshare.net/slideshow/embed_code/key/n9IZo83u5NLnrf” width=“595” height=“485” frameborder=“0” marginwidth=“0” marginheight=“0” scrolling=“no” style=“border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;” allowfullscreen> </iframe> <div style=“margin-bottom:5px”> <strong> <a href=“//www.slideshare.net/Dgalantenyc/how-to-customize-presentations-content-to-buyer-learning-styles” title=“How to Customize Presentations &amp; content to Buyer learning Styles” target=“_blank”>How to Customize Presentations &amp; content to Buyer learning Styles</a> </strong> from <strong><a href=“//www.slideshare.net/Dgalantenyc” target=“_blank”>Dan Galante</a></strong> </div>

Have you used buyer learning styles as a guide for presentation and content creation? Comment and share below. Related articles How to Develop & Deliver a Customer Centered Sales & Marketing Presentation 4 Principles of Inbound Methodology What Actors can Teach us about Consumer Marketing About the Author Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference. Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment. He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today. Dan is seeking a full-time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.
Posted 3 weeks ago

Budweiser Renames and Rebrands Beer to "America" to Drive Sales

Budweiser temporarily renames and rebrands beer to America until the 2016 election. The move is a strategic for Budweiser as the summer season is the peak time for beer sales.

Budweiser is also changing the following: the “King of Beers” has been changed to “E Pluribus Unum,”

“The World Renowned” changed to “Land of the Free,” and “Anheuser-Busch, Inc.” updated to read “Liberty & Justice For All.”

Even legalese like “Trademark” was changed to “Indivisible,” and “Registered” changed to “Since 1776” as well.

The tagline for the media campaign is America is in your hands which taps into the emotions of this heated 2016 election.

It will be interesting to see if the move will pay off for Budweiser.

What do you think of this rename, rebrand and packaging redesign? Comment and share below.

Article and image sources

Co.Design

Budweiser Renames Its Beer “America”

Posted 7 weeks ago

7 Takeaways from My #Bizheroes Discussion

I recently lead a discussion on building and maintaining a LinkedIn audience on Paper.li’s #Bizheroes Chat.

Here are 7 Takeaways in case you missed the chat:

Q1. How do we start building an audience in LinkedIn? What are the first steps?

The first thing you can do to start building a LinkedIn audience is to have a complete LinkedIn profile. People need to trust you before they will listen. Connect with people and build up your network. As people are more likely to read an article from someone with connections as opposed to someone with zero.

Q2. What kind of content delights LinkedIn users? How is it different from a regular blog?

Content that delights LinkedIn users are How to articles, articles on News and Industry Trends.  It is important to have a great headline that will catch the reader’s attention along with content that supports it.

LinkedIn is different from a blog in terms of SEO because users can only use three tags where as a blog user can use an unlimited amounts of tags. Also, the user owns their blog in terms of branding and content where LinkedIn owns the content on their platform. However, LinkedIn has over 400 million users and is the largest business publishing platform.

Q3. Are there any rules we should follow when trying to attract an audience on LI?

When trying to attract an audience, it is important to write with your audience in mind.

Ask the following questions:

What is your objective for writing and publishing content?

Who is your target audience?

What types of content do they find valuable?

Also, curate content from people in your industry, influencers & non influencers. This will help to build a relationship where they will share your content if they think it is valuable.

LinkedIn provides suggestions when you share a post. It is a good idea to check the channels for your industry as LinkedIn has many specialized channels for content.

Q4. How do we make sure we’re attracting the right audience?

See who is sharing/engaging with your content. Is your target audience sharing it? Examine content that gets shared in your industry.

Q5. How can you use LinkedIn to market yourself or your business?

Users can create business pages, groups and most importantly keep creating and sharing content/relevant insights. Remember the audience determines what is relevant.

Q6 Is there a way to share your own work without being too self-promotional?

Use SlideShare for content repurposing as it is great to embed in posts, use videos along with text, pictures etc… This will allow you to put a different spin on your work; changing things up with your audience.

In my posts, I share links to relevant articles I wrote on the topic.

At the bottom of each post, I create an about the author section. This gives the reader a choice if they want to learn more and does not compromise the quality of my work.

Q7 How can we try and build relationships and then take them off of LinkedIn?

Users can use LinkedIn groups and messages to share relevant insights, conferences and networking events with connections.

How have you built and maintained an audience on LinkedIn?

Share and comment below.

Related Articles

How to Build an Audience on LinkedIn Pulse

How to Optimize your LinkedIn Profile for Storytelling

How to Build a Brand on LinkedIn

How to Integrate SlideShare into a Content Marketing Strategy

How to Integrate a Blog into an Inbound Marketing Strategy

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

Posted 9 weeks ago

4 Ways to use Inbound Marketing with Current Customers

Inbound Marketing is a valuable strategy businesses can use to obtain new customers. Inbound Marketing is defined as Marketing based on getting found by customers. It’s customer-centric. With Inbound Marketing, businesses create customer-centric content based on customers needs. Content could take the form of blogs, videos & SEO.  

In a prior article, I outline the 4 Steps which are Attract, Concert, Close and Delight.

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image via hubspot.com/inbound-marketing

Why Inbound Marketing should not take a back seat to Current Customers

Recently, I read an article that advocated that Inbound Marketing should take a backseat to your current customers. While it is less expensive to keep, nurture and up-sell/cross-sell current customers, businesses need to always be on the hunt for new customers. Despite the fact that it costs 5 times the amount to acquire a new customer verses keeping an existing one, it is an expense that businesses need to take on.

This is because businesses will always lose a portion of their customer base for a variety of reasons as seen in this graph.

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image via http://www.superoffice.de/blog-de/kundenpflege/

According to Marketing at Work, the average business loses about 10 to 25 percent of its customer base per year.

What happens if businesses start Ignoring customer acquisition?

  • If a business loses 25 percent of its customer base it will have no customers after 4 years
  • At a 10 percent loss rate it will have no customers after 10 years

Through great service, word of mouth, & customer referrals; businesses may be able to extend their life. This then becomes an issue of how fast they can replace the lost customers. Relying on these methods alone puts undo pressure on customers and they may get turned off by being constantly asked to refer people. This may result in more customer turnover.

The Solution

As we have seen, focusing only on customer acquisition and customer retention is a losing game.

Done right, Inbound Marketing should be combined with Content Marketing because current customers still need to be nurtured after the sale. Businesses can only expect referrals and repeat business if customers:

  • Feel valued & receive great service

Businesses can apply the principles of Inbound Marketing for customer retention in the following ways:

1. Create Blog content Specifically for customers

  • Supply customers with exclusive access to blog content with useful tips and tricks for customers to get the most out their purchase.
  • Offer customers discounts
  • Make reordering easy
  • Make customers feel like insiders.

2. Get customers to opt into user specific content via email

  • Ask customers for this commitment right when they sign up and commit
  • Make sure to create valuable content as customer attention is a gift
  • Remember that the customer defines value

3. Create Communities such as exclusive user groups

  • Groups can be created on Social Networks such as Facebook, LinkedIn and specialized forums on a company site.
  • Use these groups to share content and invitations to customer only events.

4. Create free industry trends sites that don’t sell anything

  • This is a great way businesses can position themselves as a resource
  • These sites can be shared with both current customers and prospects.
  • Adobe does a great job with their CMO.com site which provides content and insights to CMO’s and marketing professions.

How have you used Inbound Marketing for customer retention? Share and comment.

Related articles

4 Principles of Inbound Methodology

What Actors can Teach us About Customer Marketing

Ways to Create & Execute an Organic Digital Marketing Strategy for Lead Gen

How to Integrate a Blog into an Inbound Marketing Strategy

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the  company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publish a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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Posted 10 weeks ago

Customer Marketing: What we can Learn from Actors

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Image via Garrison Everest

When Actors land a role to play, they need to memorize their lines but for their delivery to be believable, they need to become the character. Actors become the character they play by doing research. This research is conducted by: reading books/watching videos about the life of the character, conducting interviews with the real life person if they are alive and/or meeting with people who knew them.  

From this research, actors can identify the strengths, weaknesses, challenges and pain points in this persons life; all of which can help them successfully become this person.

How this Research is applied to Customer Marketing

Successful Marketers have to conduct similar research to identify their target customer. For Marketing to be successful, businesses must understand their target market; analyzing their ideal customer similar to what Actor need to do.  

To analyze this ideal customer, businesses need to do research to understand the life of their ideal customer. The result of this research is known as a Buyer Persona. According to research conducted by MarkteingSherpa: Marketers generated 171 % more revenue as result of using buyer personas.

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According to research by the Buyer Persona Institute in 2016:

1.27% of businesses have no buyer persona

2. 44% of businesses have a buyer persona

3. interest in having buyer personas is growing as 29%  of businesses surveyed said will have them in the next year.

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Creating a Buyer Persona

A buyer persona is a guide to understanding the needs, challenges and pain points of customers.

Questions to ask

What are these customer’s habits?

What concerns, needs and challenges do they have?

What actions are customers taking to address their needs and challenges?

Why do customers need to take these actions?

This question may be applied to multiple action steps described in Hooked by Nir Eyal as the 5 Whys.

What makes them want to buy?

Where do they look for information?

What type of content and medium do they use access the information?

What days and times are they most likely to look for information and consume content?

It is important to note that businesses with multiple products and more than one target market will need to create buyer personas for each ideal customer.

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image via content marketing institute /Bigstock

Where to obtain information on the Ideal Customer

1. Interview current customers and prospects.

2. Send out targeted surveys via email, direct mail and on Social Networks. Offer incentives such as gift cards and discounts to encourage people to provide the information needed.

3. Read biography and history books about your ideal customer.

4. Study the news.

5. Study existing research conducted by Market Research firms.

Building buyer personas will result in:

1. Creating and implementing  better and more targeted product messaging and communication

2. Getting the product in front of customers who truly will benefit from its use

This is how to create a Buyer Persona.

How are you using your buyer personas? Comment below.

Article sources & images

Garrison Everest

Content Marketing Institute

MarketingSherpa.com/intecnic.com

Related article

4 Principles of Inbound Methodology

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Hubspot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 13,000 followers on LinkedIn & over 8,000 on Wordpress.

Dan is seeking a full time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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Posted 11 weeks ago

Getting Started with Inbound

Recently, I became certified by Hubspot in Inbound Methodology.

I want to define Inbound Marketing. Inbound Marketing is Marketing based on getting found by customers. It’s customer-centric. With Inbound Marketing, businesses create customer-centric content based on customers needs. Content could take the form of blogs, videos & SEO.

Inbound Marketing is very different from Outbound or Traditional Marketing. In Outbound or Traditional Marketing, businesses would: buy advertising such as TV or Display ads to interrupt prospects, cold call or cold email  to get their message out.

Image via http://1.bp.blogspot.com/-siM3aFJ_t-0/Vf73Fdpc1DI/AAAAAAAAMPA/CrQYtlbWefA/s640/outbound-vs-inbound-marketing-hubspot-academy-inbound-certification-sales-mike-schiemer.png

For Inbound Marketing to be successful, businesses must understand their target market; analyzing their ideal customer.  To analyze this ideal customer, businesses need to do research to understand the life of their consumer. What are these customers habits, concerns, needs and challenges? In other words create a buyer persona.

The four principles of Inbound Marketing are: 1. Attract, 2.Convert, 3.Close &   4. Delight.


image via http://www.hubspot.com/inbound-marketing

1. Attract

The first things that any business wants to do is to attract customers. One way to attract customers is to have a website. In order to make sure that customers find this website, it must be optimized in relation to how customers find a business. To do this, a site must have relevant keywords, along with meta tags or page descriptions to index in search engines. Google &  Hubspot have Keyword tools.

Creating Content

To attract visitors to a site, it is essential to create content to meet customer needs. Blogs are a great way to do this. Blogs posts could take the form of How to’s, case studies, industry trends, FAQ’s, videos etc…

Blogs are a great way to serve customers who are searching for information on a product or service. Each time blogs are published, they creates a new page to be indexed by search engines, which helps with SEO rankings. Customers who are interested in a site’s content will help to drive traffic to that site and may even link to it.

Social Media

Sharing blog content to social media channels can help to drive traffic to a website. Popular sites are LinkedIn, Twitter, Facebook etc… I have received a lot of traffic to my own websites by sharing my content on my social media channels.

According to Hubspot, 80% of marketers & 60 % of sales professionals have found qualified leads on social media.

2. Convert

Once a prospect lands on a site, the goal is to convert them into a lead. To be able to to convert them into a lead, it is important to have a call to action such as: click here to get this ebook free. Once the prospect clicks on the the call to action button, they will be directed  to a landing page where they will get more information on the ebook. At this point prospects will be asked to enter their name and email address. Once this occurs, they will be directed to a thank you page.  

A Call to Action is a button that promotes an offer and links to a landing page.

A Call to Action needs to be clear and action oriented. In other words, it needs to tell visitors what to do.  Instead of stating click here, say download this ebook.

On my blog, I have a call to action asking visitors to subscribe. It gives them clear directions to on what they need to do to subscribe

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Landing Pages

A Landing page is where the visitor ends up after clicking a call to action button. Landing pages serve as a digital sales rep and are designed to collect visitor information; converting them into a lead.

Landing pages should have the following:

1. Clear, concise action-oriented headlines

2. Explain the offer Clearly

3. Form length that matches the value of the offer

4. No menu or navigation links

When & if someone wants to change the layout of a landing page, it is important to change one element at a time to see what is working & what is not.

Thank you Pages

A thank you page is where visitors converted to leads land after they fill out their information on a landing page. This is the page that ends the conversion process. A thank you page is great place to provide visitors with more information about relevant products and services and thanking them. It does two jobs in one which brings the lead closer to being a customer.

Thank you pages should tell visitors what they should expect next such as: Thank you for signing up we’ll call you in 2-3 business days.

3. Close

Email is a very important part of marketing communications. According to research conducted by Radicati & VERO, Email is popular for the following reasons:

1. Email is a channel that is owned by its users where social networks are not.

2. 91% of consumers check their email daily

3. 77% of customers prefer email for marketing communications

4. Email has a ROI of 4,300%

Sending your email to the right person

To send your email to the right person you must do the following:

1. Determine your audience

2. Segment your contact database

3. Send the right email at the right time

4. Nurture your lead into a customer

It is important to know the buyer journey which includes the stages of: Awareness, Consideration & Decision. This important because it helps marketers  send the right message to customers in respect to their stage in the buyer journey.


image via http://image.slidesharecdn.com/ett2ttg9rcwm9bbzpepj-signature-9664dd7a09e50a71f5b3c20f7ade88de0461c5a928277ca809455799a11b0396-poli-140929200617-phpapp01/95/how-to-map-content-to-the-buyers-journey-the-marketers-funnel-inbound-2014-18-638.jpg?cb=1413970753

Content that would fit into the awareness stage would be videos, blogs, slideshares & free tools.

Buyers in the consideration stage would benefit from: Webinars, Case Studies,  FAQ Sheets, Product whitepapers & Third Party reviews.

For the decision stage, offer: free trials, ROI reports, product demos, consultations, estimates & quotes.

What Great Emails Contain

Great emails contain the following, a personal reason for sending the email, image as CTA, encouragement to download & share with friends & colleagues, actionable language and personalized CTA signature.  

Sales + Marketing or Smarketing

Smarketing is the process of aligning sales & marketing teams around common goals with in a business or organization, focused on improving revenue. Both teams must be aligned to the same goals for Smarketing to be effective. This makes both the sales and marketing more effective.


image via http://www.myfrugalbusiness.com/2014/07/hubspot-academy-inbound-certification.html


Prospects are visitors to a site or someone who has signed up for an email news letter

A Lead is defined as anyone who submitted contact information in exchange for an offering.

Two lead Types in Smarketing

Marketing Qualified Leads vs Sales Qualified Leads

Marketing Qualified Leads or MQLs indicate that prospects are engaged with a product or service and want to learn more about it. They are ready for the sales team to follow up.

Sales Qualified Leads or SQLs

Sales Qualified leads are described as leads that both marketing & sales feel are worthy of follow up.

Opportunity is a customer that a Sales rep has communicated with & logged in CRM as a legitimate customer.

Inbound Sales

Inbound Sales is the transformation of the sales process. Traditional Selling was Seller centric. It was based on cold calling, controlling information and a sales pitch.

Inbound Sales attracts potential customers because sales reps share compelling content, freely share information with customers and use the buyers situation to help them make the right purchasing decision.  In today’s connected world. buyers have access to information at their finger tips. According to Hubspot,  60% of a buyer’s purchasing decision has been made before speaking to a sales rep.

image via http://image.slidesharecdn.com/takingyoursalesprocessinbound2014-140513092137-phpapp01/95/taking-your-sales-process-inbound-9-638.jpg?cb=1399973061

4. Delight

Businesses spend most of their money on attracting new customers when in many cases it is cheaper to keep existing customers.

There are three pillars of delight which include: innovation, communication & education.

1. Innovation-is to change the status quo and provide customers with the right solutions.

2. Communication- it is better to be personal with prospects & customers offering customers help.

3. Education-it is better to empower people than to ignore them. Businesses need to educate their customers about what is the best way to solve their needs.

The three pillars of delight are what makes up a great sales rep or business. Everyone needs to help customers because they form impressions of your business with each interaction.

This is the inbound marketing methodology by Hubspot in a nutshell. To learn more go to the Hubspot Academy site and earn your certification.

How do you use Inbound marketing in your business? Comment below & feel free to share.

Article  & Image Sources

Hubspot.com,

http://certification.hubspot.com/inbound-certification

Mike Schiemer

http://www.myfrugalbusiness.com/2014/07/hubspot-academy-inbound-certification.html

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Hubspot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 13,000 followers on LinkedIn & over 8,000 on Wordpress.

Dan is seeking a full time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

Posted 12 weeks ago

2016 NY Auto Show Media Preview

image

Image via http://www.logo-designer.co/new-york-auto-show-unveils-new-logo-design-brand-strategy/

There are countless exhibits at the New York Auto Show that were integrated with cutting edge technology, Hybrids and Virtual Reality or VR for short. After two days of coverage on the media preview days, I am going to share my favorite product unveils and displays. 

#Press Preview from 2016 @NYAutoShow https://t.co/x1jJJ1mFXm #nyias #nyautoshow #media #vr
Tip @LinkedInpulse pic.twitter.com/CUaZIyMPvW

Nissan’s GTR unveil and press announcement

Hyudai’s IconiQ unveils and press announcement

Mazda’s MX-5RF press conference

Acura’s MDX unveil

Chevrolet Camero ZL1 Press Announcement

Dodge Viper ACR

Lexus

Lexus VR

A great exhibit at the @NYAutoShow is the @Lexus #VR Driving Simulator #Lexis #NYIAS pic.twitter.com/PPiYEyGGOi

Honda Hatchback Prototype

The Ford Display

To see more pictures, press announcements & videos, go to my Facebook/Twitter pages @DanGalante. If you are in the New York area, I suggest that you check it out! The New York International Auto Show is open to the public from Friday, March 25th to Sunday, April 3rd, 2016. Tickets cost $16 for Adults, $7 for Children & $14 for groups. For more information go to http://www.autoshowny.com

What cars & trucks do you want to see at the show? 

Comment below.

Posted 13 weeks ago

Industries being Disrupted by Tech

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image via http://visual.ly/mckinsey-global-institute-12-disruptive-technologies

Tech is disrupting industry in many ways. Below are four examples.

1. Ecommerce & Retail

Dominos uses Twitter, Smartphones Smart watches & other Digital Technology to drive Sales.

Dominos uses Twitter & other technology platforms such as Smart Watches Text messaging, Smart TV, Car & Voice to help drive sales.

How Amazon is Disrupting the In Home Product Restocking Market

In 2015, Amazon launched a Dash Replacement Service. The service offered with home appliances with built in connected API’s with the option of reordering dish soap and detergent. Since early 2015 brands such as Brother International, General Electric, Gmate have partnered with the online retailer. Even Samsung has partnered up with Amazon to allow its printer customers to reorder directly from the connected printer API on certain models.

In its latest move, Amazon has…

2. Marketing & Advertising

How Marketing is Being Disrupted by Tech

The goal of marketing is to help drive products sales. However, we can not blindly follow the model of marketing & advertising of the 1960’s. Today, consumers have more access to more information than ever before. As a result, Marketers and brands do not control the conversation like they once did. Hitting consumers with ads through television and print and even online does not have the power that they once did. Consumers are being bombarded with messages like never before. As a result…

3. Media & Television

Will Alternative Content Creation Disrupt big TV & Cable Networks?

Netflix signed a deal with actor Adam Sandler to create, produce and distribute several movies exclusively to their customers. These movies will not go to the big screen.

Has Netflix set a trend for alternative content providers such as YouTube and Hulu? Will content production versus content delivery be the answer for alternative providers to combat the monopoly of the large television networks/cable?

Did Mobile Kill the TV Star?

Everyone remembers the popular song Video Killed the Radio star, which was a song about how the technology of television made radio and the radio star obsolete. As mobile devices and social media have become more prevalent worldwide; access to video content via video search engines/sharing services such as YouTube, Hulu and Netflix have disrupted how content is accessed. Prior to this shift, television/cable networks have controlled how video content was shared and distributed. Today the alternative content sharing methods I described above, have changed the format of television. As more and more advertising dollars are being shifted to mobile from television, the way television is run has to change.

Back to my original question, will Television suffer the same fate as Radio?

4. Education & Education Technology

How Tech is Disrupting Education

The field of education is changing at a rapid rate. We can see these changes at all levels, especially at the K-12 space. Instructional shifts, Common Core standards and instructional technology are disrupting the way education is provided to students. SMART boards are used in a majority of classrooms which allows Teachers to make lessons interactive for students. The Teacher centered model is being replaced with the Student centered model. Students of today need constant stimulation, especially with technology. Traditional teaching methods and hardcover books do not stimulate the learners of today.

The Teacher of today is….

Clearly disruption & innovation is endless. Which industry do you think will be disrupted next? Comment below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Hubspot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 13,000 followers on LinkedIn & over 8,000 on Wordpress.

Dan is seeking a full time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

image via http://visual.ly/mckinsey-global-institute-12-disruptive-technologies

Tech is disrupting industry in many ways. Below are four examples.

1. Ecommerce & Retail

Dominos uses Twitter, Smartphones Smart watches & other Digital Technology to drive Sales.

Dominos uses Twitter & other technology platforms such as Smart Watches Text messaging, Smart TV, Car & Voice to help drive sales.

How Amazon is Disrupting the In Home Product Restocking Market

In 2015, Amazon launched a Dash Replacement Service. The service offered with home appliances with built in connected API’s with the option of reordering dish soap and detergent. Since early 2015 brands such as Brother International, General Electric, Gmate have partnered with the online retailer. Even Samsung has partnered up with Amazon to allow its printer customers to reorder directly from the connected printer API on certain models.

In its latest move, Amazon has…

2. Marketing & Advertising

How Marketing is Being Disrupted by Tech

The goal of marketing is to help drive products sales. However, we can not blindly follow the model of marketing & advertising of the 1960’s. Today, consumers have more access to more information than ever before. As a result, Marketers and brands do not control the conversation like they once did. Hitting consumers with ads through television and print and even online does not have the power that they once did. Consumers are being bombarded with messages like never before. As a result…

3. Media & Television

Will Alternative Content Creation Disrupt big TV & Cable Networks?

Netflix signed a deal with actor Adam Sandler to create, produce and distribute several movies exclusively to their customers. These movies will not go to the big screen.

Has Netflix set a trend for alternative content providers such as YouTube and Hulu? Will content production versus content delivery be the answer for alternative providers to combat the monopoly of the large television networks/cable?

Did Mobile Kill the TV Star?

Everyone remembers the popular song Video Killed the Radio star, which was a song about how the technology of television made radio and the radio star obsolete. As mobile devices and social media have become more prevalent worldwide; access to video content via video search engines/sharing services such as YouTube, Hulu and Netflix have disrupted how content is accessed. Prior to this shift, television/cable networks have controlled how video content was shared and distributed. Today the alternative content sharing methods I described above, have changed the format of television. As more and more advertising dollars are being shifted to mobile from television, the way television is run has to change.

Back to my original question, will Television suffer the same fate as Radio?

4. Education & Education Technology

How Tech is Disrupting Education

The field of education is changing at a rapid rate. We can see these changes at all levels, especially at the K-12 space. Instructional shifts, Common Core standards and instructional technology are disrupting the way education is provided to students. SMART boards are used in a majority of classrooms which allows Teachers to make lessons interactive for students. The Teacher centered model is being replaced with the Student centered model. Students of today need constant stimulation, especially with technology. Traditional teaching methods and hardcover books do not stimulate the learners of today.

The Teacher of today is….

Clearly disruption & innovation is endless. Which industry do you think will be disrupted next? Comment below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Hubspot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 13,000 followers on LinkedIn & over 8,000 on Wordpress.

Dan is seeking a full time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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Posted 13 weeks ago

How Amazon is Disrupting the In Home Product Market

image

Image via http://www3.pcmag.com/media/images/462223-amazon-dash-button-tide-810.jpg?thumb=y&width=740&height=426

In 2015, Amazon launched a Dash Replacement Service. The service offered with home appliances with built in connected API’s with the option of reordering dish soap and detergent. Since early 2015 brands such as Brother International, General Electric, Gmate have partnered with the online retailer. Even Samsung has partnered up with Amazon to allow its printer customers to reorder directly from the connected printer API on certain models.

In its latest move, Amazon has partnered with Brita to come up with connected water filter. Brita decided to partner with Amazon in an effort to combat an increase in Bottle water sales which threatens to take away market share from the company.

What this means for brick and mortar retail

As Amazon continues to offer more and more services where customers don’t need to leave their homes, many retailers will have to deal with declining sales and market share from their physical stores. Retailers will be forced to canalize  their own business through E commerce or go out of business.

The only way brick and mortar retail can keep their existing stores is by repurposing and branding them. In other words, retailers will need to make in store shopping an experience.

Examples of  Brands that have made in store shopping an experience are:

Barnes & Noble including Starbucks in it’s stores allowing customers to sit and read books while enjoying Coffee. The Starbucks allow for an additional stream of revenue for the company.

Macy’s has included Starbucks in its flagship store in New York City.

Integrating Technology into Retail & Supermarket Spaces

Many stores have integrated digital technologies with mobile devices making it easier for customers to pay with phones.

Tesla has opened a retail store in Toronto where users can use the touch screens to design their own car.

Amazon also has a grocery delivery service but  technology can also be integrated into grocery stores as well. From mobile technology taking payments to digital signage, Tesco a multinational grocery chain is doing just that.

The bottom line is that Amazon is here to stay & retail stores need to be combined with e commerce to make in store shopping better for customers.

How has Amazon changed the way you buy & shop for products?

Comment and share below.

Article Sources:

Amazon is ready to Start Restocking your Home for you by Lauren Goode & The Verge

Amazon Dash will now reorder ink by Lauren Goode & The Verge

Amazon Team up with Brita team up for Wi-Fi water pitchers by Lauren Goode & The Verge

Building  a Better Shopping Experience by Nurum

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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Posted 16 weeks ago