Our Process, Value Proposition and Benefits to your Business
The story is familiar
Your business needs to cut costs AND increase its market share, but you're afraid to step up your marketing efforts at a time when your instincts are telling you to save. What is the single most affordable AND most effective method of increasing sales, sign-ups, leads, etc?
Increasing your conversion rate is the answer.
There are many traffic strategies out there, but none of them matter if your website is a black hole. That said, the first phase of a project with Trendara always involves a detailed audit of your website in relation to a survey and analysis of your competitors' messaging and offers in the keyword-space.
Do we want to redesign your website? No. We want get prospects into your pipeline and help you
close them.
What does an engagement with Trendara look like?
- We create a written Statement of Work that details exactly what is to be completed, specific agreed upon metrics of success, and hard due dates for all deliverables.
- The Statement of Work is signed by both Trendara and the client.
- Our counterparts on the org chart are generally owners, CMOs or CEOs at SMBs with 100 employees or fewer.
- Request a price quote »
Typically, we begin with "landing page design." Your landing pages are the core of your online AND offline marketing efforts.
As an example, think of your landers as a machine. If you could put $1 dollar into that machine and get $3 dollars out, how often would you do it? — You'd do it all day long, wouldn't you?
Right now you may be accustomed to putting $1 dollar in and get $1.10 out — or worse, getting .50 cents on the dollar as a return for your marketing investment, but hoping that you are also getting some type of illusive "brand lift" for what you've spent. This is a simplistic example, but the point is that Trendara deploys very specific and measureable design / writing / branding and interface techniques to create or overhaul your landing pages so that they do the heavy lifting required to get prospects into your pipeline, nurture those leads, and advance them toward the close.
Even a slight improvement in the customer experience can raise your conversion rates. All of a sudden you are putting $1 dollar in and getting $5 dollars out. Or $1,000 in and $5,000 out. Every day.
Landing Page Design and Conversion Optimization
We create your landing pages according to a set of best-practices as guided by the conversion formula:
Briefly, some of the concepts that guide us in b2b landing page design and optimization are:
- intent clustering
- information scent
- segmentation and lead nurturing based on target industry buying cycles and prospect positions in the sales funnel — with a focus on valuable and useful content pieces as touch points
- beliefs, feelings, desires | emotional, personal, intellectual
- incentives, expectations and offer structure optimization
- usability, HCI, interface design
- direct response copywriting techniques, persuasion architecture
We do everything we can to earn the conversion without "cheapening" your brand. Basically, your web page is going to do what it is supposed to do — act as an effective "silent salesperson."
Measure twice, cut once
Once we have created an initial design that packs all the punches, now it's time to test our assumptions with real-world data. We do this by sending Google AdWords traffic to your pages and simultaneously running multivariate testing.
Google AdWords is perhaps the fastest, most targeted and most effective marketing channel of all time. Keyword-triggered cost-per-click search engine marketing ("paid search") is pure genius and Google's doing it the best. That's why they are without a doubt one of most admired and respected companies of the decade.
Fact: did you know that author Tim Ferris chose the title of the multi-million selling book "The 4 Hour Work Week" by split-testing ads on Google? Sure, it's a gimmicky book, but his naming process was a clever concept — he let his prospective audience choose the title by "voting" with their actions, and we are going to do the same thing with your landing pages.
We are going to scientifically test different colors, images, buttons and phrases to discover which combination gives you the highest dollar out when you put a dollar in.
Now it's time to go fishing: Targeting and traffic strategies
Once you have a page that is converting at a reliable level on AdWords, then the fun really begins. So where do you go fishing? Well ... fish where the fish are. On your behalf, Trendara will perform:
- Competitive analysis to see who's doing what, and who's doing it best
- Extensive keyword research, including the exact keywords your competitors are buying
- Identifying websites where your target prospects hang out
- Uncovering the best social networks and groups that appeal to your prospects
- Reach and frequency, psychographics, day-parting
- Traffic Strategies:
- Paid search (Google, Yahoo, MSN)
- Search engine optimization
- Permission-based email marketing, auto-responder sequences, automated
lead nurturing, on-page personalization, triggered offers - Content development, editorial and article marketing, link-baiting
- Blogging strategy, blog post authoring, RSS
- Thought leader and influential blogger outreach
- Whitepaper authoring & syndication, video syndication, podcasting
- Webinars, teleconference marketing
- On-site calculators, tools, widgets
- Web media buys / display advertising
- Social media marketing (Facebook, LinkedIn, Twitter, Stumble, Digg, Bnet)
- Press releases (SEO focused and optimized)
- Surveys, quizzes, contests, polling
- and more ... we identify the tactics that are most appropriate to your
budget, target audience and business goals
CRM, SaaS Platforms, Marketing Automation and Salesforce.com
Trendara customizes and administers client Web Analytics, Sales Force Automation, CRM, and Marketing Automation systems and data to allow sales representatives to focus their time on prime targets and allow executives maximum visibility into an accurate sales pipeline. Salesforce.com is our preferred partner for CRM / SFA. Supported Marketing Automation systems include:
Services we provide:
- CRM / Marketing Automation systems integrations
- Configure your existing CRM to get the most power out of your investment
- Executive dashboards / sales forecasting screens / sales rep productivity
- Meaningful segmentation of prospect databases
- Data Import
- List hygiene, data cleanse, email & physical address append
- Workflow, process, and best-practice authoring
- Clean up and streamline cluttered CRM screens, speed rep adoption of full capabilities
- Website personalization based on Market Automation system rules
- Web Analytics goaling, meaningful data cuts for business insight
- End-user training
Benefits: The outcomes you can expect
This may seem simple, but there are only a total of four outcomes you can expect:
- Increase revenue
- Reduce cost
- Improve customer loyalty / satisfaction
- Make your life easier by shaping your tools and data for efficiency, maximum utility,
true visibility and ease of use.
That's it.
Everything single action we take flows from one of those four goals. And in all of our projects we commit to delivering specific, measureable, agreed-upon results in deadline-oriented phases.
Interested in learning more about what we can do for you?
