Marketing Consulting for Business Brokers
Consulting is a great way to start a marketing plan. We guide you though the beginning questions that will lead to your ultimate goals. We then work backward from your goals and determine what the revenue will need to be in order to achieve your objectives, with multiple marketing channels we suggest which would be the most effective, then we develop the strategies and plan that will get you there on your budget. We will show the predictable ROI based on that plan.
With the plan you can then implement with confidence and with cost effective execution.
Web Development for Conversion
Building a website to have a “presence on the web” should not be the goal of most businesses. The goal/s are to create a website that is easy to understand and navigate and friendly to the search engines such as Google. Making sure that the site is optimized for converting visitors to leads and put in place a system to capture the activities of visitors engagements onto a CRM for creating continually smarter next steps for those visitors. Lastly, it’s very important that there are analytics set up for every page on your site so it can be consistently improved upon to compete and beat similar businesses.
Search Engine Optimization (SEO)
Organic SEO is the most effective and least expensive way to optimize traffic to your site. If the search titles that come up on Google are targeted, meaning the phrasing gets the attention of your typical client, you will have a much higher conversion rate on your website and the sales cycle will shorten significantly. Both organic and local SEO are the foundation for a successful marketing campaign.
By doing the right things on a website and making sure it’s search friendly, local SEO is typically the quickest way to gain traffic to your site. If you can, choose a metropolitan area that is close to or above 1M in population, and dominate that market. By doing this you’ll gain local credibility and clients that are in your area. Local SEO is typically a very effective beginning tactic for marketing.
Search Engine Marketing
Commonly referred to as Search Marketing, this is different from organic SEO and local SEO in that it is a paid platform (Google Ads, Retargeting, Yahoo, Facebook, Bing, etc.) and there are algorithms that allow you to define your best audience and put your service in front of those people. Very effective in being able to give the once interested visitor to your site, a second and third chance to see your promotions on different channels. This method tends to have much better results than a one-time pitch on your site.
By setting up an ad key on Google or other search engines, you may give potential leads a gentle reminder of your service. These are the ads that will typically show on the right side of a website that might be unrelated to your business. It’s more relevant by nature because the visitor has already click on something that they were interested in. Now you have a change to remind them of your company in a different format and statistically retargeting has a ten times higher CTR (click through rate) than an onsite display ad. [Source- Digital Information World]
Social Media (Social Media Marketing, Social Engagement, Page Management)
Social media is not only important, it’s almost a must to tie in social cues and transparent discussions on these platforms in order to gain a legitimacy for your business. The page needs to look professional, there needs to be all the information there that will answer questions and a rating from people using your service. Very important.
If you have any competition or you need to gain the trust of your clients, reputation management should be of a high priority. If someone is looking for a Business Broker, and all the reviews show low marks from previous clients, they will typically reconsider and look at your competition before taking the risk. A initiative to boost your reputation is critical in the online world of marketing and advertising.
E-mail Marketing (Automated marketing)
Email marketing is not dead. The process of automating responses to leads based on their activities and their interests can be very personalized and targeted via email. Then all of the engagement with those emails and returns to your site or your landing pages, is compiled in a CRM to gain an accurate picture of what will move that person from a lead to a client. All the while this moving through the sales funnel is completely automated.
Conversion Rate Optimization
When visitors come to your website whether through search results, social media campaigns, or billboards, they will need to be enticed by what you have to offer. Enough that they will leave a small token in trade for what you are offering. A free ebook, a specialized calculated that would give them an estimate of their business value, a whitepaper, etc. will give them reason enough to leave their contact information or email, which then puts them into your sales cycle. That is one type of conversion. The more ways your website can capture visitor’s information, the more ways you can create a lead that you can build a relationship with.
Content Marketing is the practice of using different forms of media and content formats to use as a free or small charge incentive for a potential lead/client to download, in exchange for their contact information. You can then use that contact information to build an automated information campaign that will build a relationship and bring the lead through the funnel to the sale.
Other places content marketing can be used are social media channels, relevant information sites, in landing pages that are directly connected to your site, and more.
CRM (Client Resource Manager)
A great way to unify the sales and marketing teams, this software is inevitable if a business wants to be a professional organization and truly work their leads through the sales funnel. A critical part of professional service organizations, CRMs are where all the information and actions a lead has taken over time and compiles it in an organized contact page. The more the lead interacts with different marketing pieces or follows on social media, the more targeted the communication can be to them. When you communicate to a lead in a personalized way, they are much more likely to do business with you. And you’ll avoid the embarrassment of silly mistakes made while talking to your potential client.
Constant Improvement Through Analytics
When analytics are used in a smart way, you can answer questions about the effectiveness of your online and offline marketing. If something is not working, it will show in the analytics and changes can be made or you can more to another tactic. Analytics are crucial to effective marketing and sales.
- Help define goals
- Show where weaknesses and strengths are in campaigns
- Help to prove ROI
- Find waste that may be draining valuable resources
- Set performance benchmarks by looking at competitor’s performance
- Prove key performance indicators to owners and management
One of the most underused marketing platforms. Blogs can show expertise and remove points of friction in the sales process by explaining the unknowns. The more information a lead has and the more trust that’s developed in your expertise, the more likely they will feel at ease and want to do business with you.
Blogs can also become a great way to lead a visitor or potential lead to a landing page where you may offer them a piece of valuable content where they will then be willing to leave their contact information in exchange for. This then leads to being able to turn that lead into a client using the prior mentioned marketing techniques. Another way to begin the sales cycle.