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How to get your business page verified on Facebook

Posted by Annie Shearer on 9/11/2018 3:36:27 PM

What are the benefits of having a Facebook blue or grey badge? Is it worth it?

In one word? Yes! 

  • Verified pages rank higher on Facebook’s Graph Search and on Google Search results.
  • Customers are able to confirm they're connecting directly with the business(so it's particularly important if you've got a Facebook shop, or if you use Facebook advertising call-to-actions like 'book now', 'send message'. ).

Here are the steps to verifying your Facebook page.

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Topics: Lead Generation

How to select the right Marketing Automation platform for your team

Posted by Annie Shearer on 19/10/2018 6:37:44 PM

HubSpot, Pardot, Marketo, InfusionSoft... There is an abundance of Marketing Automation platforms available aimed at small and large organisations alike with wildly varying features, benefits, levels of integration and price points. 

How do you know which is the right platform for your business?  As Inbound consultants who help businesses develop an effective over-arching strategy for growth, we often get asked which Marketing Automation platform/software is best. Our answer has been, and will always be, start with the business' strategy, and use this to develop a Marketing Automation strategy. 

1. Consider your team's capabilities. How easy is the software to use? Hop on a 30-day free trial. 

Here are the key competencies your team will need to hold to build up an effective Marketing Automation programme. Consider what roles your team members will play, and whether upskilling is required. 

Every platform says their software is 'easy-to-use'. You don’t want to be reliant on developers to set up and edit basic landing pages, forms or email sequences so do a litmus test internally. Get key team members onto a 30-day free trial and get their feedback on building out these key features. No 30-day free trial? Walk away. 

2. Is there an active community of users who share info and insights? And how responsive is the customer service desk? You want to know you can get answers when you need them. 

Encourage the team to Google search for any questions they have as part of the free trial (rather than just defaulting to asking a sales rep any questions they have). You'll soon discover whether there's a community of users who offer up solutions to problems that've been encountered in the past. 

Check what their SLA response time is for queries, then read reviews of the Marketing Automation platform online via social media. Understand the experience of others and you're likely to understand what your experience will be. 

3. What does training look like? Is it self-service ? Or is it an on-site training course? 

How extensive are training tools? And do these go beyond the application of the software, into more valuable resources that will upskill the team on techniques and methodologies? 

4. Don't forget sales: consider how the Marketing Automation software will support conversion of leads to customers, and hand-off from marketing to sales.

If marketing and sales are not aligned in their thinking & objectives, leads will fall over when it comes to conversion. Lead scoring is meaningless to a team who is not brought into the thinking behind lead scoring: leads will disappear into a long-forgotten email folder. 

5. A decision should be made collaboratively as Marketing Automation impacts marketing, sales, customer service and I.T, but marketing & sales should hold the final decision. 

Marketing Automation can drive the entire customer experience - from attracting customers through to delighting customers. 

  • Customer service will be concerned with Marketing Automation can improve response times, and quality of response. 
  • I.T. will be concerned with data security & privacy.  
  • Marketing's focus will be on high-quality lead generation and demonstrating ROI. 
  • The sales' team's focus will be on how software delivers actionable insights they can use to sell, the efficacy of tools that'll support their sales process and closing customers. 

Ultimately, it's the marketing and sales teams who'll be the ones that use the Marketing Automation software (and are the business units accountable for getting results) so ultimately, this decision should rest with marketing and sales. 

Need some help working out what platform is right for your business? 

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Topics: Marketing Automation

5 Key Insights from Auckland GROW 2018

Posted by Annie Shearer on 4/10/2018 10:46:17 PM

Missed out on Auckland Grow? We missed you! Over 400 marketers, salespeople, business owners and Hubspot partners gathered beneath SkyCity's ivory tower (loins girded by a cheeky doona at Al Brown's Depot) for a series of growth-focused sales and marketing masterclasses.

Here's the best of Auckland Grow 2018.

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Topics: Insider

4 Signs your Marketing Team is Ready for Marketing Automation (and what to do if you don't think they are yet)

Posted by Annie Shearer on 28/09/2018 12:27:38 PM


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Topics: Marketing Automation

5-Reasons "Why Hubspot"

Posted by Annie Shearer on 25/09/2018 7:49:20 PM


In today's world where competition is rife and customers expect more from brands than they've ever done, businesses need as much help as they can to drive excellence throughout the customer experience (CX).

From the first touchpoint through to 'delighting' customers with their product experience, and beyond, the customer experience should be frictionless, considered and pre-empt needs before they're even expressed.

Moreover, the digital revolution means that CEO's expect their marketing departments to be more accountable than they've ever been; a marketing department can't be a colouring-in department. It's got to be a strategic wing that delivers qualified leads to the sales department. 

Tracking ROI is critical.

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Topics: Insider, Marketing Automation, Lead Nurturing, Lead Generation

Marketing Automation in 10-Steps

Posted by Soazik Shearer on 25/09/2018 10:13:00 AM

Want to start using Marketing Automation but draw a blank in terms of how it should support the marketing team's activities? Or do you feel overwhelmed by all the opportunities for automation you can see, but aren't sure where to start? Before you start, there's some groundwork to be done that can have a long-term impact on the success of your Marketing Automation programme. 

Using these 10-steps, lay the foundations for successful Marketing Automation. 

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Marketing Automation and the Marketing Team: Roles and Core Competencies in a Marketing Automation Programme

Posted by Annie Shearer on 28/08/2018 10:37:16 AM

This week at RECIPE we've had two clients ask what skills their team need to deliver on a Marketing Automation sprint (or programme). While your Marketing Automation programme will, undoubtedly, reflect your company size, budget, resources, & the goals you want to accomplish, the core competencies you need in a team are the same.

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Topics: Marketing Automation

Marketing Automation: A Glossary

Posted by Annie Shearer on 27/08/2018 11:48:57 PM

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What is Marketing Automation? (And how can it be used to transform your business)

Posted by Annie Shearer on 1/06/2018 8:56:00 AM

In an age where customers expect more from brands than they've ever done in the past & marketing teams have never been busier, Marketing Automation leverages technology to automate repetitive tasks and workflows. Done well, it can be used to tackle a business' real challenges: the things that keep us (and the team) up at night, like;

  • how do we increase traffic and improve lead generation?
  • how do we better convert leads to sale?
  • how do we increase spend per customer?
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Topics: Marketing Automation

Recipe Marketing is now a Silver Hubspot Partner

Posted by Annie Shearer on 13/05/2018 10:39:29 PM

Annie and Soazik of RECIPE Marketing

RECIPE is now one of only 8 (yes, eight) HubSpot silver partners in Aotearoa.

- "Hey guys... what's Hubspot?"
HubSpot is a marketing and sales software that helps companies attract visitors, convert leads, and close customers.
- "So, what's a Hubspot partner?"
An approved agency (or consultancy) who can work with you to implement successful inbound marketing and sales strategies — and help you with HubSpot’s software.
- "What d'you have to do to be a Hubspot Partner?"
An in-depth due diligence process saw both parties explore fit in a series of round-table meetings, and an extensive review of the platform. RECIPE was invited to become a Hubspot Agency Partner and the partnership was finalised on RECIPE's attainment of Hubspot's Agency Partner & Inbound Certifications, and RECIPE meeting specific agency performance criteria.
- "Why'd you choose Hubspot to partner with?"
The rise of the internet and social media mean buying behaviour has changed forever. Sales teams have lost control of the buying process: it's consumers that now hold all the power. Hubspot is a robust, inbound marketing and sales software which is designed in response to these changes. Hand-in-hand with an effective strategy, we know Hubspot's platform can support high-growth outcomes.
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Topics: Insider

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