social media strategies

Attract, Convert, and Close Prospects Using Social Media Strategies and Website Conversion Techniques

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LOMBARD, ILL., July 12, 2017– This September, Stevens & Tate Marketing will be emphatically represented at the one of the most respected associations of providers serving Illinois older adults, LeadingAge Illinois. Internet Marketing Director Nicole Wagner will be sharing her extensive online marketing expertise. LeadingAge 2017 is being held from September 26th to the 27th at The Hilton Lisle/Naperville in Lisle, Illinois.

At the show, Nicole will carry out a 90-minute presentation on how to attract, convert, and close prospects using social media strategies and website conversion techniques. According to the agency, the Internet has become a cornerstone of our marketing efforts, and although it is now easier to reach our audience, it may be harder to stand out from the crowd. How do we get the most out of our online marketing efforts? How do we make sure our social media platforms are as effective as possible? The session will help attendees determine their top marketing strategies in order to hit their top 2017 business goals.

Wagner will present essential strategies that will teach how to use social media to communicate with an audience on a more personal level, as well as optimizing a website in order to make it easier to find. Her educational sessions continue to be well received by all types of organizations because she emphasizes providing relevant and actionable takeaways that are targeted to each audience.

From Wagner’s presentation, attendees should be able to determine what their key marketing tactics are to achieve overall business goals, be able to create buyer personas of future residents and prospects, and understand the stages of the buyer’s journey and how to communicate to prospects through each stage. In addition, attendees will walk away with defined steps to improve their website and social media platform to meet their objectives. Nicole’s presentation is a great opportunity for LeadingAge members to learn proven techniques to improve their marketing performance.

LeadingAge Illinois is one of the largest and most respected associations of providers serving Illinois older adults, and the state chapter of the significant national organization. LeadingAge Illinois serves more than 500 providers including home and community based services (HCBS), senior housing, continuing care retirement communities (CCRC), assisted living, supportive living and skilled nursing/rehabilitation centers.

Stevens & Tate Marketing is a full service advertising agency specializing in meeting the ever-changing demands of today’s consumer. As experts in all areas of Internet Marketing, we know how to navigate through evolving trends and technologies in the online space today – and have decades of experience delivering results for businesses nationwide. Through our unique combination of strategic thinking, creative execution and targeted communications, we Make Things Happen.™

Nicole Wagner, Internet Marketing Director at Stevens & Tate Marketing (stevens-tate.com), leads an enthusiastic team in strategic planning, web development, social media and search engine marketing as well as Internet and mobile marketing. She can be reached directly by calling (630) 627-5200 or via email at [email protected].

Learn more about Stevens & Tate’s speaking experience.

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SUMMARY: Stevens & Tate Marketing Internet Marketing Director Nicole Wagner has been selected as a featured speaker for the LeadingAge Illinois 2017 Conference in Lisle, Illinois. As a repeat speaker for this prominent national event, Nicole will provide key insight into proven strategies on how to attract, convert, and close prospects using social media strategies and website conversion techniques.

 

social media marketing goals

How To Use ROI To Reach Your Social Media Marketing Goals

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Is the time and money you’re putting into your company’s social media marketing paying off? You might think you can only really guess as to the success of your social media accounts, but there are ways to measure how “worth it” your social media efforts really are. To accurately calculate your ROI, which stands for Return On Investment, you must take into account all resources. Measure efforts and interactions that go into your company’s attempts to reach their social media marketing goals. Return On Investment also helps when it comes to attraction marketing.

Resources

Resources include such factors as time, cost, and effort. In order to calculate how the total resources your company is funneling into your social media accounts, ask yourself the following questions: Approximately how many hours does your company spend working on social media per week? How much effort do your employees put into your social media accounts each week? How much money are you putting into each of your social media campaigns? Estimate the answers to these questions and put them in their own separate resource categories.

[Read our article about 8 tips on social media best practices for your business]

Values

Reach:

Now it’s time to calculate the value of your efforts in order to see how well your resources are paying off. The first factor you should take into account is reach, which is used to measure the size of your potential audience. Who are the people directly (and indirectly) in your social network? How many page views and click-throughs are you getting on your social media posts each week?

Engagement:

Next, to find your value, you need to consider is the engagement of your social media, or the number of interactions with your brand. For example, how many retweets are your company’s posts getting on Twitter each week? How many likes are your Instagram posts receiving? How many people are sharing your Facebook posts?

Audience Growth:

Finally, you must measure is your audience growth, or the number of new audience members that your social media accounts usually attract. Who follows you or is friends with you on your accounts, and by how much does this number increase each week? How many new visitors are visiting your website in a given week? How many visitors are subscribing to your email list? What is your lead-to-customer conversion rate?

Now you can calculate your Return on Investment by using this formula: ROI= (Value- Resources) / Resources.Is your ROI within the desired range, or does it fall short of the social media marketing goals you have for your company? Perhaps you should see which social media accounts are giving you the best results, and put concentrate your efforts towards these accounts. Maybe you need apply different strategies in order to ensure that your social media content is garnering enough attention. In conclusion, calculating our ROI will put you on the right track for improving your company’s social media presence.

social media marketing

Progressive Profiling

Using Progressive Profiling To Improve Your Lead Intel

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Did you know that the more information you request from a lead in one given form, the lower your chances of converting that lead to a sale? Simply put, asking for too much information at one time turns off prospective customers. That is one reason why progressive profiling needs to be in your marketing strategy.

How Do You Profile Progressively?

When you capture pertinent information from a prospect, that person turns into a lead. It can be as simple as getting their name and email address before you let them download a report from a landing page. But leads are not converted to paying customers just by getting a name and an email address. You need more information before your sales team can get to work. This is where progressive profiling comes in.

[Learn To Generate Leads Through Content Marketing]

Each time the lead wants to download information, you get a bit more data. It starts with the name and email address. Next, it might be demographic data about their company, like its location and number of employees. You can also grab the lead’s role in the company.

On the third download, you know this lead is evaluating your products or services as part of a decision-making process. This is when you ask for a phone number or the time frame to purchase. This continued quest for more details from a lead is progressive profiling.

What Makes This Type of Profiling So Powerful?

  • It increases conversion rates. People do not like filling out long forms just to download a simple whitepaper or report. On the other hand, they don’t mind giving a name and email address for that type of download.
  • It prevents repetition. You already have some information about a prospect. There is no need to ask for the same information again.
  • It offers you the ability to capture more valuable information over time. You can ask progressively more detailed questions as the lead comes closer to the sales decision time.

How Do You Automate This Process?

Now, you might be thinking that you would need to build multiple web forms based on complex logic to capture all this information. And you would be correct, if you are not using a marketing automation platform like Hubspot.

The beauty of Hubspot is that you can leverage dynamic web forms and already captured data to get the information you need, without building multiple web forms. When the lead returns for another download, Hubspot can detect what information is already provided, then create a dynamic web form asking for the next level of detail. That information is stored in Hubspot, ready for the next download or for the sales team.

Another benefit of Hubspot is the ability to customize the data captured based on the buyer persona for each lead. This allows you to capture pertinent information based on the lead’s interest in a particular product or service. This allows progressively more detailed market segmentation and sales follow-up.

Are you ready to leverage progressive profiling in your company?

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