Dear Sales/Marketing Experts, I own www.newevolutionvideoproduction.com and am looking for help in creating an effective sales strategy for generating more qualified leads. After 13 years in operation, I have heavily relied on SEO and PPC for lead generation, but now times are changing. Do I need to build a list and cold call, networking events, conventions? Any help is appreciated. Thanks.
I reviewed some of your videos and they are impressive. First of all, I would like to know why you think times are changing since SEO and PPC are still million-dollar strategies for lots of B2B companies if everything is done well.
CMOs and marketing directors ---- you can reach them on websites that are actually valuable for them and they spend lots of time. So the following channels can be part of your targets:
1. Agency review websites. When it comes to hiring a new agency CMOs and marketing directors do searches and screening on agency review websites like Clutch, UpCity and etc to find their next great vendor. If you don't have a solid profile in such websites you should review your strategy on how you appear there for your target.
On Google they search all their challenges, starting from how to increase the ROI, up to how to start with video strategy, how to measure it, how to find vendors, how to beat the competition etc. If you can answer to those questions then most probably you can be their preferred vendor too.
Of course, they are on Facebook, Linkedin, Instagram, Reddit, Quora (you can answer to Q/A organically and build your brand too)
4. Marketing blogs / Influencers
Of course, they follow Neil Patel, Gary Vee. They read articles on Forbes, Search Engine Land, Hubspot Marketing Blog, etc. If your business is mentioned in those blogs then you get lots of high-quality refferal traffic to your website.
5. Networking / Social Groups
On Facebook and on Linkedin there are lots of great social networks where CMOs and marketing directors exchange valuable information. You should be cautious not to spam and give value first with all your posts and recommendations.
I'm an agency owner myself and have worked with a couple of hundred of CMOS and marketing directors. Give me a call to discuss your strategy and your options in greater detail to ensure your growth is predictable and scalable with whatever approach you want to invet in.
Having worked in the marketing content creation space before, there are several ways in which you can go about lead generation.
First, you need to define which vertical your company has been historically successful in selling into and determine which methods of outreach you want to experiment with to generate leads.
After determining your target industry, you need to employ a hybrid approach of tailored email marketing, cold calling/emailing, and networking events to generate qualified leads. Having worked in tech sales for 6 years, I can help determine how to tailor your messaging to your target audience.
Happy to go into detail for these 3 different methods of lead generation on a call and provide example emails as needed.
I would definitely suggest networking events & conventions. Cold calling never hurts. However, for your featured video on your website I think you need something more action-oriented. A demo of some-sort showing people what you do and how you work rather than a video you have produced. It is easy for you to know what you do but harder for others to understand with a single scroll-through when there is a vampire video.
Leverage LinkedIn Marketing platform to fill up your pipeline. Deliver an irresistible downloadable empathetic to their needs/pain points and deliver it via an Inmail and sponsored post campaign that informs but doesn't sell. Target by industry, title, geographic, company size overlays. Capture pixels from Google, Facebook, Twitter on your download landing page to facilitate retargeting on the clicks.
Ignore LinkedIn's suggested bids and turn off auto bidding, start at the minimum and lift it slowly. Check your demographic chart to be sure that job titles are CMO/Marketing directors.
Tactically, I think you're up the right tree with networking -- however you want to do it. Since you have 13 years of clients to pull from, I'd look towards client referrals first, and here's a lot of re-engagement tactics you can use there.
In general, you need to rework how you position your video production in the market.
You say your videos speak for themselves -- but while they're high-quality, you're not directing folks to the parts of each video that your company direct that matter most. For example, what made the Vivioptal video one that you wanted to show off?
The strongest feature I can see on your site is that you're "Half the price" of your typical video production based in LA. If price is your only differentiator, you're going to have a difficult time qualifying leads because you're seeking bargain-finders, who are more willing to compromise on the things you'd think are important.
I'd love to talk a little with you about some easy ways to find your positioning so you can make your marketing work better for you without big changes to your media mix. Feel free to reach out!
I help increase sales through customer success.
I think your videos are great. However the business strategy seems weak to me. At your home page there is not a clear value proposition. Your business does not say upfront what you do for your customers and what business objective they are looking for. And more importantly what you do different from others. (Price yes - but something else beyond as you seem to have some acute insights into creating value propositions through stories for your customers.)
Do you customer need help increase sales, trial, awareness, spur action, engagement etc, and how do you do this and how better than competition.
It is likely that you are a niche business. Normally cheaper is not a good strategy here. Plus someone can always do this cheaper than you can. It is very tough to stay profitable here unless you can charge a premium. It is possible that your business will or does struggle to get customers at good price and stay profitable, as it scales.
You say that markets that you serve are Chicago, New York, and LA. What is your business objective and capacity. Are these geographies good for that revenue target. Do you need to look at customer segments and personas, E.g. geography, size of organisation, industry, business objective, products etc. This should determine what else you need to do beyond SEO and PPC, and what there in. Networking event can be an expensive waste of money if it does not closely match your customer profile, for example. And even SEO and PPC are not useful enough if the leads that you get are not of the right profile - which is perhaps why you say times are a changing!
Your question seems to indicate that your organisation needs a business plan, that determines the sweet spot of a large market, customer needs you can fulfill, and where you have substantial or unique strengths.
I do not see your business changing the orbit without this.
I hope this help. Let me know if you need to talk.
Richard, as conveyed before, build a lead list based on target audience and do email marketing, cold calling, plus quality content marketing and leverage LinkedIn, there will be no stopping for you.