The two most important aspects of digital marketing are: (1) building a proper digital “infrastructure” to connect all the dots between a user and an engagement and (2) regular analysis, reporting, and revision to improve all marketing and sales efforts. It’s a neverending cycle.
Building online engagement means answering questions. How did the user get to the site? What did they do when they arrived? What do we know about them—age, gender, etc.? Connecting these answers to customer interactions will help determine the best marketing and sales tactics: How did the user connect on the site? What was the lead source? How profitable was that lead source? How much money did the customer spend? How much money will these users spend over the lifetime of their accounts? How much money was made on the marketing campaign?
BigWheel ensures that all software and reporting are integrated and provide the most important metrics based on your goals. Each month, we write a customized report, written in plain English, with an analysis of your digital marketing efforts and tactics to try for the next month.
To connect all the available data, BigWheel will use a customer relationship management (CRM) system (to track lead sources, opportunities, and ROI) and marketing automation software (to track user behavior). The software is then configured and implemented on the client website. In addition, BigWheel may employ other analytical software, depending on the client’s needs or goals, such as Google Analytics, QuantCast, or ClickTale.
In the past, BigWheel has assisted clients with the implementation and support of the following CRMs: SalesForce, SugarCRM, HighRise, Zoho, among others. Not only will the CRM help track all relevant web, opportunity, and sales data, but BigWheel will ensure the system meets both your particular needs and budget.
To help identify key user behaviors, BigWheel collects and analyzes data on visitor activity when visiting a client’s web assets (i.e., company website, microsite). For unknown visitors, software gathers information on pages visited, time on pages, company name (if reverse IP lookup is successful), resources downloaded, etc. When that user submits any identifying information (name or email), a name is tied to all of the information gathered previously and then mapped to the client’s CRM system, if the user exists. For users already in the CRM, when they click a link in an email or fill out a form, the software begins to collect user behavior tied to that record. This data is then tied to revenue reports in order to identify what behaviors (pages visited, campaigns, web funnels, etc.) that lead to higher ROI.
Once key behaviors that lead to higher web-to-lead and closing rates have been identified, BigWheel will use the data to assign values, or a “lead score,” to delineate between hot and cold leads. Relevant information is sent to the appropriate sales users in the CRM to contact the lead by a phone call, email, or meeting.
In addition to gathering data on web leads, BigWheel helps map out the buying cycle with the client and decide appropriate marketing efforts to be applied to consumers in particular stages of the buying cycle. Consumers who find themselves early in the buying cycle might receive automated emails based on pages they view on the site—similar to the email one receives when browsing products on Amazon without purchasing. Users further along in the sales cycle will get more manual touches (personal emails or phone calls, for example). BigWheel will build a workflow that outlines all required actions (automated or manual) in a charted workflow and program those actions into the CRM and marketing automation. This will carry out the automated functions and notify sales reps when a manual action is required.
The BigWheel digital marketing method is, above all, data driven. BigWheel likes to apply the scientific method to digital efforts: make the most educated guess about a marketing campaign, test the campaign, evaluate the results, make a conclusion, and re-test. This way, BigWheel collects data on exactly what works and what doesn’t. Over time, this adds extreme efficiency to marketing time and budgets.
To cap off all digital efforts, it is most important to BigWheel to carefully analyze all of the data, organize it, and present it to the client. Each month BigWheel will provide a report that examines all key metrics based on the client’s goals and meet with the client to go over the report. These reports are not only our scientific findings but also a teaching and discovery opportunity. These reports allow BigWheel to educate the client on digital techniques and software. Although BigWheel has become exceptionally talented at drawing conclusions from these reports, the client’s understanding of the industry will also be essential to infer key conclusions.
The BigWheel reports generally cover a combination of the following metrics: