The Latest Buzz in Lead Generation

The Latest Buzz in Lead Generation

Presented by Dale “DataDale” FilhaberWQA Conference 2017

http://www.datamangroup.com/water-conditioning/

Dataman Group Direct 800.771.3282 www.datamangroup.com

2

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.


3

There is No Getting Around It

Water Dealers have to market


4

How we market in 2017 is different than how we did it in 2016


5

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


6

The Basics

Audience – Your ListMessageOfferTimingMarketing Channel


7

Who Buys Water Systems?


8

What We Know from the WQA Consumer Opinion Study


9

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


10

Families with Children

2017 WQA Study:

65% of Households with children had increased concern about water quality


11

Families with Children

2017 WQA Study:

The profile of the Buyer of Water Filtration Products:Families, age 25-44, typically with Children


12

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


13

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


14

Luxury vs Necessity?

2017 WQA Study:

58% of Consumers felt a Water Filtration System is a Luxury

…..But cost isn’t everything


15

Golden Homeowners

2017 Survey:61% of Homeowners

purchased a water softener to eliminate rust

52% said rust was causing them personal embarrassment


16

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


17

How do you reach them?


18

Drive People to your Website

Generate your own on-line leads


19

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


20

New Twists for 2017

Direct MailCustomized Marketing on

Facebook/InstagramBlended MarketingKeywords to Key PhrasesEmphasis on Mobile


21

Direct Mail

The only medium guaranteed to get inside the home

Everyone has a Mail Moment in their dayDirect mail has staying power


22

Stand Out from the Crowd

Experiential mailVisual QR CodesCool ShapesDifferent SizesHydrochromatic

InkPersonalization

USPS_Adventurous_CC.mp4


23

Marketing on Facebook

New & novel Facebook Ad programs up your response rate when you combine this strategy with other marketing channels


24

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





25

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


26

Blending Marketing Channels Increase Branding Impact

2017 WQA Study:

Nearly half (44%) of responders said they consider a brand-name product important


27

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

28

Upgraded Google AnalyticsDataman Group Direct 800.771.3282 www.datamangroup.com


29

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


30

Are You Optimized for Mobile?


31

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

https://tools.pingdom.com/



https://developers.google.com/speed/pagespeed/

https://developers.google.com/speed/pagespeed/

https://search.google.com/search-console/mobile-friendly?utm_source=psi&utm_medium=link&utm_campaign=psi-ux-banner&hl=en-US





32

Resource Page

Get Your QR Code http://www.qr-code-gen

erator.com/

http://www.qr-code-generator.com/




33

Lead Generation for Water Quality Dealers

On Sale at the WQA Book

Store

34

Providing lead generation datato water quality dealers for over 30 years


800.771.3282 www.waterprospects.com

Presented by Dale “DataDale” Filhaber [email protected]

http://www.datamangroup.com/water-conditioning/

mailto:[email protected]

Small Business & Entrepreneurship

The Latest Buzz in Lead Generation