the latest buzz in lead generation
TRANSCRIPT
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The Latest Buzz in Lead Generation
Presented by Dale “DataDale” FilhaberWQA Conference 2017
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Dataman Group Direct 800.771.3282 www.datamangroup.com
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Lead Generation is not an event.
It is a well thought out, multi-faceted plan that takes into consideration your goals, your budget, your resources and your brand.
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There is No Getting Around It
Water Dealers have to market
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How we market in 2017 is different than how we did it in 2016
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New Opportunities in 2017
Expanded Media ChannelsCreating Your Own On-Line Lead GenerationNew focus on printDirect Mail is BackCustomized Marketing on Facebook/InstagramBlending for Branding & ImpactChanges in GoogleHeavier Emphasis on Mobile
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The Basics
Audience – Your ListMessageOfferTimingMarketing Channel
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Who Buys Water Systems?
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What We Know from the WQA Consumer Opinion Study
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New Homeowners
According to the 2017 Study
59% bought or leased a water filtration unit in the first year in their home – 70% of them bought
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Families with Children
2017 WQA Study:
65% of Households with children had increased concern about water quality
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Families with Children
2017 WQA Study:
The profile of the Buyer of Water Filtration Products:Families, age 25-44, typically with Children
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Parents of New Babies
52% of buyers were concerned about contaminants in their water.
In 2015, 32% of water filtration units were purchased by families with children
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Healthy Lifestyle
A healthy and quality lifestyle are the top priorities in purchasing water products/systems
64% said healthy lifestyle - overall well being was the reason they purchased a system
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Luxury vs Necessity?
2017 WQA Study:
58% of Consumers felt a Water Filtration System is a Luxury
…..But cost isn’t everything
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Golden Homeowners
2017 Survey:61% of Homeowners
purchased a water softener to eliminate rust
52% said rust was causing them personal embarrassment
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Ailment Sufferers
64% of responders bought a system to improve the quality of their lives
Example: Psoriasis Suffers must have soft water to enjoy their lives
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How do you reach them?
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Drive People to your Website
Generate your own on-line leads
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Create a Destination Website
Assume the mantle of expert
Become your neighborhood “go-to” about water issues
Develop your own virtual community of customers
Content-content-content Timely blogs & posts Great photos Working social media icons Loading Speed
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New Twists for 2017
Direct MailCustomized Marketing on
Facebook/InstagramBlended MarketingKeywords to Key PhrasesEmphasis on Mobile
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Direct Mail
The only medium guaranteed to get inside the home
Everyone has a Mail Moment in their dayDirect mail has staying power
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Stand Out from the Crowd
Experiential mailVisual QR CodesCool ShapesDifferent SizesHydrochromatic
InkPersonalization
USPS_Adventurous_CC.mp4
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Marketing on Facebook
New & novel Facebook Ad programs up your response rate when you combine this strategy with other marketing channels
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Facebook Options
More than 1.8MM people access their Facebook accounts each month
Facebook’s DIY site lets you decide what kind of ad you want to run, create it, pick an audience and establish a budget.
Learn More
https://www.facebook.com/business/products/ads
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Customized Private AudiencesDataman Group Direct 800.771.3282 www.datamangroup.com
Consider combining a New Homeowner mailing with a Facebook Campaign or Blending Facebook marketing with a direct mailing to Homeowners with Children
Branding impact & response rates increase exponentially when a consumer sees the same message in multiple channels
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Blending Marketing Channels Increase Branding Impact
2017 WQA Study:
Nearly half (44%) of responders said they consider a brand-name product important
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Mix & Match Marketing Channels
Use video print in your direct mail to direct readers to your website.
Print your QR code on literature at home show to direct visitors to your website
E-blasts to current customers to drive them to your website so they can order supplies on-line.
Blogs / Press Releases with link to website
Digital offers land directly on Lead Generation form
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Upgraded Google AnalyticsDataman Group Direct 800.771.3282 www.datamangroup.com
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Where do your visitors come from?
What device are they using?
How long are they staying on your site?
What page are they landing on / leaving on?
Are you staying on budget?
Learn to Read Your Reports
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Are You Optimized for Mobile?
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Resource Page
Test your site speed: https://tools.pingdom.com/https://developers.google.com/speed/pagespeed/
Mobile Friendly Test https://
search.google.com/search-console/mobile-friendly?utm_source=psi&utm_medium=link&utm_campaign=psi-ux-banner&hl=en-US
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Resource Page
Get Your QR Code http://www.qr-code-gen
erator.com/
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Lead Generation for Water Quality Dealers
On Sale at the WQA Book
Store
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Providing lead generation datato water quality dealers for over 30 years
Dataman Group Direct 800.771.3282 www.datamangroup.com
800.771.3282 www.waterprospects.com
Presented by Dale “DataDale” Filhaber [email protected]