Peter Boyle, Author at FunnelEnvy

4 Tips for an Effective B2B Social Media Campaign

B2B marketing is undergoing huge changes.

Thanks to the developments in marketing technology B2B strategies have had to adapt to evolving purchaser desires. The traditional approach to B2B marketing is, if we’re being honest, dry and dull. It’s always aimed at the professional, who apparently is a very boring person.

There seems to be an unwritten rule in traditional B2B that dictates the message to every person needs be delivered with professional courtesy that ultimately robs it of anything resembling personality.

But the times, they are a-changing. What you’ve got to remember is, while your primary B2B prospects are being approached in their professional capacity, they’re still a consumer. And thanks to the popularisation of channels including social media these B2B buyers expect a ‘consumer-like’ experience to the marketing materials they receive.

It’s something the B2B world is catching on to. If you take a look at the developing budgetary trends, you’ll see that while marketing campaign budgets are set to rise by 5% over the next year, those for digital marketing are projected to increase three times as fast.

That budget is largely going to be funneled into your content marketing strategy; the production of blog posts, white papers, eBooks, etc. However, the shift in buyer expectations has an increasing number of business recognizing the importance of social media content.

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By Peter Boyle|2016-03-01T10:28:54-08:00March 1st, 2016|B2B|1 Comment

How to Tell the Difference Between a Marketing Qualified Lead and a Sales Qualified Lead

How well do you understand your prospect’s behavior and expectations?

Do you know and understand the difference in behavior between your top and bottom funnel prospects? Can you accurately describe how to align your marketing for those different stages of desire and when to shift from your marketing phase into your sales phase?

I ask because a lot of marketing managers can’t. They’re not fully aware of each stage within their funnel and how it affects behavior and expectations.

Too many marketing managers take an overly simplistic view of funnel progression and prospect expectations. They attract prospects with top funnel campaigns and shift immediately into pushing for the sale. This rarely works. (more…)

By Peter Boyle|2016-02-18T10:21:07-08:00February 18th, 2016|B2B|1 Comment

What is Account Based Marketing and is it Right for Your Business?

Is traditional advertising dead?

That’s the question I’ve been asking myself recently.

For years, marketers have been relying on the exposure approach. It was all about getting your message and product out there and in front of as many pairs of eyes as possible.

But, as with any business practice, things change.

There’s been a slow but deliberate shift away from traditional advertising. Results consistently show that this quantity over quality approach isn’t all that effective. (more…)

By Peter Boyle|2016-02-09T10:01:54-08:00February 9th, 2016|B2B|0 Comments

How to Measure and Improve Customer Satisfaction

How satisfied are your customers?

In our efforts to increase conversions and revenue, we often overlook questions like this. We’ll instead focus on landing page optimization, look at conversion rates and roll out split tests on our email campaigns.

There’s this implicit belief that the only real metric that contributes to revenue increase is conversion rate. It’s true to an extent. The higher your conversions, the more money you bring in.

But conversion rate isn’t the be all end all for making a little more money. There are myriad other elements that contribute to a healthy turnover, chief among them, customer satisfaction.

“How do satisfied customers help my bottom line?” you might ask. Well, the benefit of having a satisfied and content consumer base is three-fold.

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By Peter Boyle|2016-02-01T14:40:22-08:00February 2nd, 2016|Conversion Rate Optimization|1 Comment

Five Steps to a Profitable, Automated Real Estate Marketing Funnel

There was a time when real estate agents had unrivaled power.

You were the gatekeeper. You held all the cards when it came to property information, neighborhood advice, and the all-important property listings.

If someone had any questions pertaining to property, be it about purchasing, renting or just understanding more about the industry, it was you they had to see. But then things started to change.

In 1994, listings were made public. Your control of the local real estate industry had taken a hit. But no matter, while prospects had access to listings, you were still the font of knowledge and the only place where consumers could go to properly understand the confusing world of property sales. (more…)

By Peter Boyle|2016-01-19T09:31:19-08:00January 19th, 2016|Digital Marketing|0 Comments

5 Simple Steps to Product Descriptions that Rock!

Online shopping’s pretty awesome, right?

No need to traipse around a store, carry heavy bags or navigate the multitude of other shoppers desperate for a deal. It is simple, easy and straightforward.

But there’s a problem.

It seems to me there are too many copywriters out there who depend on the convenience of online shopping to do their job for them. Rather than properly optimizing their product descriptions they take the easy way out and simply list a few features. These descriptions are, for lack of a better description, interminably dull.

“But wait,” you say, “that’s what a product description is, it describes the features of the product.” Yes, you are right. A product description should describe the product. But that is not all they are trying to achieve. The real purpose of your product description is to sell.

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By Peter Boyle|2016-01-11T15:26:01-08:00January 12th, 2016|Conversion Rate Optimization|0 Comments

Increase Conversions by Taking on The Voice of Your Customer

What makes great copy?

It’s the million dollar question.

Your copy’s at the heart of nearly all your marketing efforts. From sales emails to blog posts and video scripts to social media updates. If your copy doesn’t hit the mark your campaign will fall far short of your goal.

The web is full of articles on the topic of creating better copy. We’re told to focus on the benefits, make it scannable, use power words and know what our audience wants.

All of these little nuggets of wisdom definitely help, but they’re something of a long way round. They require a lot of thought and analysis. They require hours of sitting at a desk and attempting to discern the deeper meaning of your product and how it appeals to your audience.

Fortunately for us all, there’s a little shortcut copywriters have been using for a long, long time.

Theft.

Yup. I said it. Why torture yourself in a vain attempt at discovering a marketing epiphany when you can simply “borrow” the best messaging right from the mouths of your primary prospects?

Conversions aren’t born of witty slogans or clever copy, they’re the result of desire and trust. If you can convince your prospects that you’re one of them and know their pain, can build their desire for your product and establish yourself as a trustworthy solution provider, the battle is all but won. What better way to show them you understand their problems than by using their own words?

“But surely stealing from your audience is bad,” you say. And yes, I’d be inclined to agree if we were talking about something of actual value, but we’re not. We’re talking about repurposing their language so that your brand better aligns with your prospect’s ideals, needs and opinions.

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By Peter Boyle|2015-12-30T14:42:51-08:00December 31st, 2015|Conversion Rate Optimization|1 Comment

How to Increase Your B2B Lead Conversion Rate

You’ve spent a huge amount of time optimizing your social media, PPC, email and content marketing strategies. And yet despite the respectable level of traffic you’re receiving, you’re not seeing a decent lift in lead conversions.

It’s a problem many B2B marketers face and it’s often rooted in the difficulty of finding high quality leads. Sure you can get the traffic and a decent level of interest, but more often than not that interest doesn’t converting into paying business.

We can sit here and wax lyrical about the problem being with the quality of leads, but that’s hardly a new revelation. Knowing the problem is completely different to knowing how to fix it.

With that in mind, let’s take a look at some proven steps you can take to increase the effectiveness of our B2B campaigns.

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By Peter Boyle|2015-12-22T09:25:57-08:00December 22nd, 2015|Conversion Rate Optimization|2 Comments

What You Need to Know About Omni Channel Marketing

Once upon a time the customer journey was simple.

Consumers would see an advertisement, head into a brick and mortar store and buy the product. Simple and effective.

But times change. Technology’s developed, and customer expectations and behaviors have evolved.

The modern customer journey is anything but simple. Customers now average five different devices in their purchase journey. That’s five different points of contact and five times the potential for something to go wrong for the modern marketer.

And that’s just the tip of the iceberg.

The developments in tech have led to more than just an increase in contact points; they’ve caused an evolution in customer expectations. Customers expect brands to utilize every channel and customize messaging for each device.

Buying is no longer a linear path from exposure to purchase. It’s a winding road. One which your customers expect you to make as easily navigable as possible for them. They need a cohesive journey that engages them at every stage and spans every device in their journey.

For that, you need a comprehensive omni channel campaign.

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By Peter Boyle|2015-12-14T16:09:01-08:00December 15th, 2015|Strategy|0 Comments

6 Marketing Personalization Steps to Supercharge Your Campaigns

It can be a real hassle to keep up with the demands of the modern consumer.

With every new case study released or piece of advice that’s published there seems to be something else that customers expect of us. No one is content any longer to simply purchase a product and make do with that decision.

Customers want timely feedback from attentive and knowledgeable customer service agents. They need a fully optimized journey that’s simple enough for a child to navigate. They demand an experience lasting no longer than it needs and preferably much shorter than they expect.

Yet above all else the modern consumer wants one thing. They want to be treated as an individual. Modern consumer’s don’t want to feel like just another member of the crowd. They want a personalized journey that talks to them as a singular person and addresses their wants, needs, and expectations.

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By Peter Boyle|2015-12-07T15:43:41-08:00December 8th, 2015|Digital Marketing|0 Comments

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