Lead generation in today’s landscape requires a firm that is equal parts interactive advertising agency, public relations firm and customer relationship management (CRM) technology. Wild Honey is this new breed of marketer.
Overnight marketing and sales got complicated. The problems you faced before bear little resemblance to today’s fragmentation. If the Internet created a new breed of savvy buyers, then mobile tools empower them to shop circles around 20th-century sales operations. Social media referral is driving traffic in exciting and explosive ways. And, finally, Gen Y and X have come of age with impressive clout—and behave like no buyers before.
Buyers are smart. Savvy. Sophisticated. Fluid. Demanding. They see you before you see them. They decide then—online and on the go—if you’re worth their time. They’re not all the same and better not be treated with one-size-fits-all indifference. If you do, they will vanish—in spite of your marketing creative and the quality of your product. The first touch-increasingly on mobile devices–determines if their reach out to you ever again. This new harsh level of abandonment MUST manage be overcome by marketing.
Discouraging, yes. Impossible? No. Our message is that the marketing-to-sales equation is a new formula. Buyers are out there and you can create happy, delighted customers. To do so you need fresh insight and new tools.
Desire. With so many look-alike resorts, homes and communities, it’s never been more expensive to create desire. Add social media and mobile and deciding where to spend your budget becomes more than a little foggy.
Are we facing the end of mass-media marketing as we once knew it? In the 20th-century sense of mass media, yes. It’s why newspapers, radio and old TV networks are failing: they just don’t deliver. Event marketing, search engines, blogs and social media are new sources of interest and traffic today, but it’s tricky and fragmented.
Where do we start? Is your product already established or do we need to put it on the map? Do you need to create demand or sweep the market for existing demand. Each approach demands a different strategy. What’s the mix of Gen Y, Gen X and Baby Boomer prospects? Their technographics are a major strategy factor.
With our national reach, Wild Honey possesses deeper insight into traffic generation: what media delivers the most prospects at the least cost.
Harvest more and better prospect traffic. This is where our data mining software, Wave, made its mark years ago. Today we make gee-whiz technology that pays attention to the wisdom of sales veterans. The ideas are revolutionary, patented and proven.
Buyers use websites and cell phones like they used to walk sales centers—as a first chemistry check. However, they expect the same quality of customer service as they would in person. That means immediate answers–day or night. They use your website to disqualify you, to knock you off the list, not add you. Because Internet-based research has never been easier and buyers are overwhelmed with choice. So do yourself a favor: Don’t call your website by that name any more. Call it your “24/7 sales center.” Because that’s exactly what it is. Keep the lights on–with excellent service.
Buyers will visit your site four to six times before they decide to contact live. Does your web site notice this be-back traffic? Does it gently uncover key geographic, demographic and attitudes about what they’re looking for—without asking? Does it tailor the presentation based on what it learned in prior online sessions? Do be-back alarm bells ring in the sales office? Probably not. They should.
The reality is that most web sites talk more than they listen—like rookie sales agents. And today that means less traffic. Which is no small problem. Our founder pioneered this silent profiling methodology for Land Rover, British Airways, LasVegas.com, Saab, Ritz Carlton and Starwood in the last decade. So, talk less, listen more, respond appropriately.
Your marketing people already have enough data to tell your best story to each and every buyer who comes knocking online. But they don’t. Your web site trots out the same story regardless of your guests’ age, their kids’ ages, where they’re from or more. Chances are, you didn’t know you had the data and you don’t know how to mine it. Got great video? Good floor plans? Gorgeous photography? Are you matching those up with each buyer’s lifestyle and interest? Probably not. Wild Honey uses the best profiling in the business to tailor your best story—Hollywood style. So be personal, get dramatic.
Nothing predicts a buyer’s tipping point more than shopping activity: web sessions. Yet no one in interactive marketing tracks the number of sessions other than the Amazon and Wild Honey. Any online be-back behavior should triggers alarm bells on sales agent mobiles. Using Wave technology, Wild Honey automatically pings sales agents and lights up the web site with real-time offers based on behavior. It’s an idea so simple it’s revolutionary. And no one else has thought to do it.Reality Number Five: Connect the screens
Your message now plays on three screens: cell phones, tablets and PCs. Shockinly, there are more cell phones and tablets now than PCs. Chances are good your story is weak on one of these three screens. You can’t afford this because the device in their hand determines if you ever hear from that buyer again. We call it the triple bounce challenge. More importantly, what you learn on one device needs to update that prospect’s profile. Only WH does this–so we stay in pace with the guest and the purchase.
Consider this unhappy fact: 80% of what buyers saw online last night has already been forgotten today. Is your web site the one remember? What are you doing to keep in front of elusive buyers?
There’s no way all of your leads are getting worked. You’ve suspected it for a while, but didn’t have to do anything about it. Things are different now. Traffic is at an all-time low and so is conversion. Your agents were terrific order takers when the market was hot. Now that it’s not, agents need to learn how to sell again.
Wild Honey uses profile information—buyer persona and readiness—to determine the optimum contact. That might be email, direct mail or phone calls. Wild Honey sifts out these buyers and matches them with automated follow-up with the most welcome contact—live agent, email or direct mail. All automated so no lead is left behind.
The result? Your hottest leads are worked by your best resource–live agents. And the not-ready-for-prime-time prospects are worked by automated, personalized programs to fan the fires of their interest. You’ll never fumble leads again regardless of your sales staffing.
The current economy demands more than fresh thinking. For many, a bottom-up analysis of your marketing programs is mission critical. We can help with consulting to diagnosis and prescribe solutions for: