When any new business opens, the need to differentiate is crucial. As an entrepreneur, you always have to ask “what makes you different and why would a prospect buy from you.” Paul Mosenson, Owner and President of NuSpark Marketing, understood these issues when he started his business. Mosenson is a 25-year advertising veteran, mostly in the Philadelphia area, and most recently a Media Director at a large Delaware advertising agency. After all those years of traditional media buying and planning, he embraced interactive media 10 years ago and has been continuing to learn today (as we all are). There are many traditional ad agencies embracing interactive and social media. There are many interactive agencies not experienced with traditional. There are many social media consultants and free-lance writers narrow in their focus. After analyzing the competition, Paul has identified two core value propositions that NuSpark Marketing is now offering.
Small Business Lead Generation
With the nature of the Internet, small businesses can easily compete with bigger business provided they have the time, the capital, and the know-how. That’s where NuSpark Marketing fills a need. As a virtual agency, Mosenson has brought together a team of strategists, content writers, and designers. Paul himself manages search marketing, online display media, analytics, social media, and eMarketing strategy for clients. In addition he, of course, does buy traditional media as well. NuSpark Marketing therefore has developed low-cost packages to help small businesses grow through various channels.
• For $1,000 a month, clients receive a full eMarketing and traditional media assessment, pay-per-click management, online display buying, search engine optimization, social media training and consulting, blogging consultation, and advanced Google Analytics tracking and measurement (as many do not take advantage of its full capability). Traditional media planning and buying is offered as a separate charge.
• For a 1x $1,000 charge, clients will also receive a full assessment and recommendation document covering their website and landing page copy (is it written and designed for optimal lead generation?), their content strategy (an assessment of lead-generating content such as newsletters, white papers, podcasts, webinars), and their lead capture strategy (web forms, email programs, messaging). If agreed to, NuSpark Marketing will offer their services for ongoing content creation and email management as well.
By offering these comprehensive services, small businesses can utilize NuSpark Marketing as their virtual marketing department at affordable costs. With today’s technology, services are offered throughout the United States.
Marketing Automation is a fairly new online technology designed to target B2B buyers who use the internet to research and purchase. Marketing Automation combines robust email capabilities and comprehensive website analytics, all integrated with popular CRM systems like Salesforce.com. By creating lead nurturing sequences and sending relevant emails to those most likely to buy, leads are scored based on their interactive behavior, and only when they reach a certain score level are they sent to sales. When sales people only communicate with qualified prospects, their close ratio increases, their time spent is more efficient, and their revenue per deal increases. There are numerous white papers and reports on the process, but in a nutshell:
a. Prospects visit a website because of quality content found on social media and media channels.
b. Landing pages offer additional quality content (i.e. white papers), some of which can be obtained through a web form.
c. Once a lead enters the system, the scoring process begins. Marketing and Sales Departments have agreed on the scoring model and the definition of a quality lead
d. Those leads are then nurtured through additional quality content, such as more white papers, webinars, and blog posts via email and social media communication.
e. Once those leads interact and engage with the content (by clicking links and downloading/viewing the content), their lead scores increase and again, are sent to sales.
f. All lead activity, content types, and messaging themes are measured and acted upon for further nurturing optimization.
NuSpark Marketing (nusparkmarketing.com) acts as a reseller of many of the low-cost platforms for SMB businesses, With the team of content providers, NuSpark Marketing can help companies build a pipeline of content to be utilized within marketing automation systems. Some of the providers NuSpark works with are Loopfuse, Genoo, Net-results, Act-On Software, Hubspot, Pardot, and a few others. In other words, we not only manage the platform, but provide the strategy, process, and content needed to make such a system work.