What We Do > Lead Generation, Customer Relationship Management and Email Marketing
What is it?
Branding is crucial in today’s world. Clearly stating what your brand stands for, what it offers to consumers and creatively and consistently building engagement is essential. Sherlock uses a variety of tools to achieve this. To maximise positive brand awareness and, in-turn, increase sales, we position our clients to their target consumers at the right time using the right platforms. There are three important tools we use to achieve this: lead generation, customer relationship management and email marketing.
Lead generation is a vital way of for clients to engage with their target audience. It triggers a consumer’s interest in a product or service and is used for a number of purposes including sales leads, list building and e-newsletter list acquisitions. The leads we gain, either digitally through personal referrals or through advertising and events, provide an opportunity to gain more business and increase sales.
How companies manage their interaction with current and potential customers is what we call customer relationship management (CRM). Using data analysis, we review a range of sources including website, phone, email, live chat, marketing material and social media and use CRM to assess a customer’s history focusing on customer retention. The objective is to drive sales by learning about our clients’ target consumers, and how to best engage them and meet their needs.
Email marketing is the practice of sending commercial messages to individuals or groups of people via email. Expertly done, email marketing builds trust and brand awareness. Email marketing can be sent to current or previous customers and aims to foster customer loyalty and repeat business as well as gain new customers and instant sales from existing customers.
What can we do?
Sherlock’s multi-lingual, award-winning team make use of their insights on Brazil and Latin America and take every opportunity to create real impact in support of our clients’ business objectives. Our ethos is driven by our clients’ wish for well-crafted and compelling campaigns and we deliver strong results using a combination of skills in CRM strategy, data-led customer analytics, and email marketing techniques. We advise our clients on best practice engagement strategies, delivering effective, compelling content which surpasses their objectives on a variety of platforms.
As part of a wider PR approach, we continuously monitor and measure our efforts, making incremental adjustments if and when required while maintaining a watchful eye on generating business leads to bring in new revenue. These proactive methods can enact real change. Judging which strategies are most relevant based on their effectiveness, we focus on the best ROI for our clients’ budget, timescale and objectives.
Lead generation is an established way of gaining insight into customer’s opinions of a client’s brand, products and services, and also encourages new, potential customers.
Using case studies and testimonials, readers have the potential equate to additional reconversions and should be prioritised as future customers. Transforming this content into a lead generator is a significant win for future reconversion and create a better lead-to-customer rate.
As an example, Sherlock uses video interviews with existing customers discussing clients’ product or services. We also include a link to their website landing pages. This is because smart shoppers’ review what people like themselves have said before making a purchase. Including these calls-to action encourages sign up for a product demo, engage with the sale teams or convert into a customer. Also, simple things a including as call-to-action slide at the end of presentation can generate leads.
Robust Digital Strategy
Brazil, like the rest of Latin America, is a big consumer of smartphones, tablets and other digital communication devices. Brazil currently has over 220 million smartphones in use, over one for every citizen. The increasing amount of time users spend online presents a fertile ground for email marketing. Sherlock is passionate about developing functional, tested templates as part of our campaign strategy. We will develop content, email personalisation and automated campaigns utilising different programmes and software including email service providers and CRM systems. This enables us to grow and segment our client’s target audience and optimise campaigns by providing useful monitoring metrics.
Applying for awards to gain recognition is another significant lead generation if displayed well on a client’s website. Clients’ blogs are a great tool to update their followers on the companies’ achievements. Sherlock creates content that includes both educational and self-promotional content providing another opportunity to generate leads.
Working with our clients’ in-house teams, we develop ways to launch campaigns that generate leads. A key tool is developing social media content using clients’ different platforms such as posting on Facebook calling for clients’ followers to submit ideas or a landing page offering promotions. This information adds to available CRM data for more current information about potential and existing consumer profiles.
Event collateral is another vital aspect to promote a brand to their target audience, as well as positioning them as a thought leader. This can include event information pages on client’s website, registration page, promotional blogs or videos. Including a call-to-action on event website, particularly high trafficked paged with a confirmation email to after registering for an event including a call-to-action to find out more about our clients’ brand. Also, on any event handout we put calls-to-actions given out so we reference in post event. Also, when clients are sponsoring, speaking or attending an event offers great opportunities as can collect leads using technology linking directly back to office. Again building our clients CRM data, give greater potential consumer profiles and personas information.
Sherlock has an extensive network of journalists, influencers and industry allies which facilitates mutually beneficial partnerships. When done correctly, these generate leads by having calls-to-action on relevant websites. It’s not a hard sell approach and yields great results when both sides of the partnership have a cohesive brand.
Using a four stage process we work closely with our clients to completely understand what they want to achieve and then we aim to surpass it!
- Clarify and concentration of effort: We work closely with our clients to define and quantify their strategic and commercial goals. We identify where our clients brand should be focused, who, where and which platforms their target consumer engage with and them map prospective lists. We also define the ‘personas’, specific profiles of the consumers so we can really target content which resonates and drive a response: engage with the brand and buy the product.
- Add acumen and attain team agreement: Through working with the clients’ in house team we really want to fully comprehend their consumers’ needs and behaviours so we can develop a comprehensive plan. Our multi-lingual in-house expertise segments the consumers into prospective groups, identifying key influencer and opportunities. We may seek attention from the disruptor or create concern about an issue and develop valuable propositions and insight.
- Embed and set the plan into action: we plan in and outbound campaigns, identify critical calendar events by sector and organisation, decide when to approach, and select the right platforms. The team produces needs-focused content, tailored to each consumer segment using facts, figures and case studies to enhance their understanding. Collateral, such as infographics, emails, blogs, e-books, social media posts and web landing pages.
- Maintain focus and monitor results: We programme our clients CRM tools to reflect and support new sales. Using agreed KIP’s and agreed key stages we update our clients using a variety of easy to understand metrics. This all enables us to measure the ROI, monitoring conversions rates at each stage of the plan and assessing which engagement platforms and tools have created the best outcomes.