Showing posts with label Lead. Show all posts
Showing posts with label Lead. Show all posts

Friday, February 24, 2017

China Manufacturing: Bad Contracts and Bad Times Lead to Bad Products

Not entirely sure why, but in the last couple weeks our China lawyers have seen a massive increase in emails and phone calls from North American companies seeking our help in dealing with defective products/quality control problems. In this post, I explain what you (and they) need to have in place to avoid these sorts of problems in the future, and to make it possible to resolve such problems should they occur. Our China attorneys also have been receiving an unusually high number of emails and phone calls from companies being pursued by Sinosure, and I will discuss how to deal with that in a future post.

My theory is that this slew of calls is due to two things. An increase in QC problems at China factories due to rising costs. Whenever costs rise for China factories quality problems rise as well, until such time as the China companies can increase their prices to their foreign buyers. This influx of bad product calls may also simply be due to the time of year; it may just be the end of 2016 hangover. I note that our last bit tick in these calls was in February 2016. What makes this year’s version so much more interesting for us anyway, is how many of these new matters involve Internet of Things products and how woefully unprepared these companies are to deal with these problems.

I am going to try to avoid getting all preachy here, but I truly do believe that all of these companies could have avoided their bad product problems had they had a good contract in place with their China product supplier. Only one of the companies that have contacted us so far this year had any contract at all with their China factory, and that one contract called for all disputes to be resolved in the U.S. Court of the American buyer, and as we have discussed constantly on here, that is 99.99% of the time a non-starter. In Four Common (And Somewhat Deadly) China Law Mistakes To Avoid, I briefly (for me anyway) gave a real life example as to why this is such a bad idea:

A lawyer calls us with an airtight $ 2 million dollar breach of contract lawsuit against a Chinese company. This lawyer had drafted a contract calling for disputes between her client and the Chinese counter-party to be resolved in Boston Federal Court and she had already sued the Chinese company in Boston and secured a default judgment against it. She was now seeking my law firm’s help in domesticating the judgment in China, and It was clear she expected us to jump at the opportunity to take the case on a contingency fee basis.

That is until we told her that China does not enforce U.S. judgments. Ever.

She then came up with the idea that we start all over by suing the Chinese company again in China. We had to tell her that could not work because the Chinese court would have two strong grounds for throwing out that lawsuit. First, improper jurisdiction because the contract clearly called for the lawsuit to be in Boston. Second, res judicata because the entire case had already been tried (and won) in Boston (the proper jurisdiction). I have no idea how she explained all this to her client.

American lawyers commonly assume that what makes sense for a domestic transaction necessarily also makes sense for an international transaction. Boston would have made sense in the above instance if the counter-party had been in Los Angeles, but the rules and the issues are different when doing business internationally.

If you check out this post, China Contracts that Work, you will see that what is needed for you to have a manufacturing contract that works is for that contract to be in Chinese with a provision calling for disputes to be resolved in a Chinese court under Chinese law. Your manufacturing contract should also contain a liquidated damages provision and a mold protection provision (so that the factory does not keep your molds if there is a dispute, and be properly chopped/sealed by the Chinese side. It is also critical that your contract be with the right Chinese company as Chinese companies are notorious for signing agreements with an essentially empty shell company, usually based in Hong Kong. If your contract satisfies all of these things, the odds of your having a manufacturing problem go way way down. And if you have such a contract and you do have a problem, your odds of being able to resolve it with your Chinese factory without having to contact a China law firm for legal assistance go way way up. And in those rare instances where you do need to engage a China attorney to assist, that attorney will be well positioned to resolve your problem relatively quickly.

One more thing. Whenever someone contacts our law firm with a problem with their factory, one of the first things we always ask them is whether they have secured China trademarks for their trade name and their brand and their logo. We then explain how common it is for Chinese factories (they actually have someone else do the filing for them) to go off and register YOUR brand name and YOUR logo as a trademark so that they can use this as leverage against you or so that they can keep making your product with your brand name and your logo and sell that product in any country in the world where you have not protected them with a trademark. Sadly, about half the time we are too late and the trademarks have already been registered to someone else, making it difficult or even impossible for the foreign buyer to continue having its products made in China. For more on this critical IP issue, check out When to Register your China Trademark. Ask Tesla and China: Do Just One Thing, Trademarks. So if you have not already registered your brand names and logos in China, you should do this IMMEDIATELY and you certainly should do so before you complain to anyone there.

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China Law Blog

China Manufacturing: Bad Contracts and Bad Times Lead to Bad Products

Wednesday, January 25, 2017

Why Lead Generation Websites Need Great CRO

Companies with lead generation websites tend to under-prioritize conversion rate optimization (CRO). This is especially true of small and midsize firms when it comes to their initial web designs and ongoing website testing and maintenance.

Why Lead Generation Websites Need Great CRO

Neglecting CRO is a huge mistake. Frankly, it’s a bigger one than even our agency realized until we completed a massive study of more than 300,000 online sales leads. Then we learned something very surprising.

A full 84 percent of online leads — generated from SEO, PPC and other online lead generation marketing campaigns — occurred on the first visit. Click To Tweet

This research data is discussed in more detail in the presentation below, 10 Ways to Make Your Lead Generation Website Convert on the First Visit, and led to our agency offering first visit conversion advice.

We realized the do-or-die importance of getting visitors to submit a form or phone-in on the first visit. I created this CRO guide to help companies bring the conversion readiness of their websites to a higher level. The goal is also to keep their lead pipelines flowing, or start them flowing.

The importance of data and testing

CRO is a very technical and data-driven discipline within the web design field. E-commerce companies are masters of CRO because their very solvency depends on it. CRO involves big-picture issues, such as the writing style of content. It also involves micro-details, such as the shade of color of a “Submit” button on a contact page.

There are literally thousands of variables on web pages. These variables affect a visitor’s decision of whether or not to submit a form or place a phone call. E-commerce firms have big budgets for CRO and perform a multitude of tests on a continuous basis. They do all of this in order to squeeze more and more conversions out of product pages, as well as out of other pages.

CRO is complex and comprehensive. I therefore approached this presentation with the goal of putting some manageable scope around CRO for lead generation websites. My intention is to help companies like yours know which of the thousands of CRO items should be high priorities.

If you’ve never engaged in a serious CRO program before, it’s wise to start with a limited focus. Otherwise, your efforts will be haphazard and unlikely to lead to any noticeable improvement in first-visit conversion rates.

It’s an ongoing process

As a final introductory thought, it’s important to view CRO as an ongoing part of the marketing plan.

You could implement the tips in this presentation as a one-off project. In that case, you might see a marked improvement in conversions. Whether or not you do will depend a lot on what your starting point looked like.

However, to really turn your website into a lead generating machine, you have to keep testing. People are unpredictable—if you have a sales force, you already know that. No matter how good the theory is behind a CRO-driven website change, there’s no telling for sure how visitors will react.

That’s why you need to observe their on-site behavior through analysis of data and then try alternative changes. Testing will put miles of distance between you and the competition in lead generation.

See the presentation now:

The post Why Lead Generation Websites Need Great CRO appeared first on Growmap.

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Why Lead Generation Websites Need Great CRO

Saturday, January 14, 2017

What Is Your Lead Generation Process for Ad Agency New Business?

ad agency new business pipeline

Believe it or not, most small to midsize agencies have no consistent process for generating online leads. 

Business development doesn’t have to be so difficult. With a little forethought and the creation of simple steps and processes, you can create a system that will make it much easier to kick-start your online leads.

Here are 7 ideas to help get you started:

1. Consistently Use Lead Generation Platforms

The battle for new business has moved online.

According to Marketing Sherpa, 80-90% of business to business transactions begin with a search on the web.

You want to enlarge your agency’s online footprint to have the ability to consistently generate more leads. These are some proven platforms:

  • For over eight years, I’ve prescribed creating a niche blog for agency new business and have helped create over 200 personal blogs for agency principals. A personal blog can provide small to midsize agency owners with a perfect platform to create positioning of authority and appeal to a very specific target audience. It’s like a fishing expedition. You fish for a specific fish with a particular bait, you fish away from the boat (the agency’s website) so you don’t scare off the fish.

  • Repurpose your online content into white papers, eBooks, SlideShare presentations and videos.

  • Create your own training events. Add live webinars, online training courses, offline seminars and workshops to your lead generation tool box as a way to build relationships and buy-in from prospects. You’ll quickly establish value and a positioning of expertise when your first face-to-face meeting is a paid engagement.

  • Use your personal social media accounts to grow your online community of prospects and engage with them online. Most agencies still haven’t tapped into the power of social media for creating new business leads. It is networking on steroids.

2. Create Specific Calls-to-Action

A call to action is an important element for generating inbound leads. Every call to action must immediately answer two primary questions: First, what do you want prospects to do?  Second, why should they do it? An effective CTA will eliminate the guesswork. A resource that you might find helpful is Hubspot’s 101 Examples of Effective Calls-To-Action.

3. Qualify Your Leads

To begin a successful lead generation program, one of the first steps is to identify and qualify your best prospects.

A business development person without leads is like a fish out of water. Neither can survive very long. Yet …

Only 30% of B2B marketers know the names of decision makers in the companies they are targeting. The RAIN Group

To be successful in new business development, you must first name your prospects. Then it’s important to qualify them. Unqualified prospective client meetings are as bad as no meetings at all. It is a waste of agency time and resources.

4. Try Speaking for New Business

Speaking at events attended by your best prospects will provide you with instant credibility. It’s an excellent tactic for business development, particularly for small to midsize agency owners. Having the opportunity to speak in front of a highly targeted, interested group of prospects is the most effective form of lead generation.

Public speaking is an essential component to my business development program. I have been the keynote speaker for more than 100 events in the U.S., Canada and in the UK, speaking on topics related to leadership, business development, and social media. It’s typical to come away from these meetings with new clients. That’s why my personal marketing is designed to facilitate more opportunities to speak.

5. Eliminate Web Forms to Connect with a Person

Most people don’t like completing online forms. Prospects have no idea who gets their information, the follow-up or how their info will be used in the future. When a prospect has an interest, it is often short-lived. I encourage my clients to make their contact information directly available to their prospective clients. Remember, you’re not selling widgets! Make it easy for them to reach out to you.

6. Add and Optimize Landing Pages for More Leads

Landing pages are vital to producing inbound leads. According to some studies, over half of landing page visitors leave within 5 seconds. You need to know how to get the most from them. For instance:

  • Using correct targeting and testing methods can increase conversion rates up to 300%.
  • According to the Marketing Sherpa’s Benchmark Report on Landing Page Optimization, only 52% of businesses and agencies that use landing pages test them to find ways to improve responses.
  • You should have only one specific offer for each landing page but 48% of landing pages contain multiple offers.
  • Adding videos on a landing page can increase conversions by up to 86% according to a study by Eye View Digital.
  • You may not realize it but long landing pages have the greater potential to generate significantly more leads, up to 220% more leads than above the fold call-to-action. Email Monks

New business success is dependent on the number of qualified leads. So, the first step toward this objective takes place by developing effective landing pages.

7. Provide Social Proof

As part of my consulting work, I’m asked to review a lot of agency websites from a new business perspective. Recently, I was reviewing the website of a large agency in New York. I wasn’t surprised that I didn’t find a single testimonial from a happy client. A good number of agencies neglect to add this important component to their marketing mix.

Third-party validation is a powerful tool.

63% of consumers indicate that they are more likely to purchase from a site if it has reviews and testimonials. – CompUSA and an iPerceptions study

Adding client testimonials and recommendations is one of the easiest ways to empower your lead generation program. Testimonials help to eliminate skepticism, provide credibility and trust.

Additional Resources:

  • A New Approach to New Business: An online, on demand new business course for advertising, digital, media and PR agencies
  • Pick My Brain: New business consultation via phone or video conferencing
  • Onsite Training: New business workshop that will help you to launch an inbound new business program in 30 days

photo credit: Theen … Lead Pipe via photopin (license)

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