The most common question from marketing clients is “How do I get more leads for my business?”
There are plenty of practical methods for generating quality leads. Blogging. Sharing and caring on social Media. Strategic landing pages. Event marketing. Email. Most marketers are using all of these channels and more. So why aren’t the majority of brands drowning in qualified leads?
Research shows that 65% of marketers are still struggling to figure out which content is effective. 60 percent are unable to produce engaging content. Only 23 percent of B2B marketers have moved to a customer-centric organizational structure. A lot of marketers are still missing the mark, using content to appeal to customers, rather than to provide value to customers.
If you want to get more quality leads, you need to do better quality marketing. The trick to doing that is to first step back, in order to move forward. Go back and refine your buyer personas. How can you better meet their preferences and expectations? Look at where you can improve your blog, email and social media content to better serve your audience.
No more bull running in a china shop approach and generating mediocre content and tossing it at your audience. No more throwing dollars at Facebook ads and waiting for the leads to roll in. Here are the hacks that will help you refine and improve your marketing and truly excel at lead generation.
UP YOUR CONTENT GAME
You should always be on the quest to enhance the type of content you are using. Content marketing goes far beyond blog posts. Consider investing more so you can deliver a premium level of content.
Your content should be engaging and “pretty”. All photos should be of great quality, captions should be short but interesting. Ever notice how television commercials use a short amount of time to catch your attention? The attention span of the average human is not very long, so you need to catch their attention with your graphics, photos and captions on social media within a glance. Blogs and email campaigns need to have clear and concise titles or subject lines.
SIMPLIFY YOUR WEBSITE DESIGN
Dynamic isn’t always a good thing when it comes to trying to get across a message. With website design, the more complex, the bigger disaster you may have on your hands.
Keep your website design clear and to the point. That doesn’t mean you can’t be creative. It does mean avoid excess text, confusing visuals and too many concepts. What you do what is a clear message and navigation bar. Lots of white space. Use website real estate for the essentials for getting leads, like forms and contact info.
You don’t want your design to scream when a prospect lands on your site.
BETTER PERSONALIZE YOUR EMAILS
How are your email open-rates? Small businesses get around a 2 to 3 percent open-rate percentage, and larger companies get closer to 10 percent or even more. Overall, the average hovers around 4 percent.
The goal should be to improve your email rates to help get more leads. How to do it? A simple trick is to use more personalized messaging. With the style and tone expectations of your target audience in mind, see if your emails make more of an impact with a more conversational tone. Try adding an image in the closing signature – a staff member whose name is on the emails. Use names and first person tone of voice in the subject line, greetings, and closings. Segment your emails with your marketing software to ensure the right people are getting the right messaging depending on where they are in the sales funnel.
Research has shown that personalization leads to six times higher email transaction rates. Worth a shot!
You don’t necessarily need to revolutionize your marketing strategy to get more leads. You may see the results you’re after simply by making a few changes or trying new techniques. Try these hacks. Measure their impact. Then keep making them better. You’ll get more leads as long as you continually prime your marketing for the people you’re trying to reach. For more tips and to hire a team of marketing professionals to handle this part of your business for you – contact our office.
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Author: Stephanie May
Phillip Long - CISSP, CEO of BIS Technology Group, along with his team of marketing and information technology experts, will walk you through an overview of what your business should be doing to protect your data and plan your digital marketing strategies.
About BIS Technology Group
BIS Technology Group is the technology leader on the Gulf Coast and is comprised of four divisions: Information Technology, Web Design & Digital Marketing, Office Equipment and Business Consulting. Together these divisions help local businesses exceed expectations and allow them to group to their full potential while minimizing risks. To learn more about BIS Technology Group, visit bistechnologygroup.com.
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Facebook is a popular way for companies to market their products and services to consumers like ourselves. In the past, it hasn’t been as helpful for businesses looking to market to other businesses. However, that’s no longer the case. Facebook is now proving itself to be a successful marketing tool for business-to-business (B2B) marketing.
LinkedIn has long been the most effective platform for businesses to market on social media to other companies. However, Facebook has over 1.4 billion monthly users allowing businesses to get their message in front of the right audience through paid advertising.
Businesses are five times more likely to engage with a sales rep who shares a mutual connection. This is one reason why it’s important not to ignore Facebook. We have seen success with this social media strategy with our clients in Mobile, AL.
1. Expand your audience.
Reach past your current audience through advertising on Facebook and targeting people that meet certain qualifications.
2. Target work categories.
Facebook, LinkedIn, and Instagram advertising allows you to go past general demographics to drill down to specific interests, job titles and income levels.
3. Offer incentives for lead generation.
Using ads to target the audience you want, you can bring prospects to your website looking for access to the content you’re offering. By directing them to a landing page that asks them for their email address, you’re able to generate leads by giving them access to a free trial of your product or service, or access to an ebook or webinar.
4. Create custom audiences.
Custom audiences can be set up in Facebook by:
• Importing a list of emails from your contact database.
• Upselling to customers that purchased a particular item or service (making recommendations).
• Retargeting lost customers by putting a Facebook pixel on a certain web page to track if users completed your call to action. If they didn’t reach the ‘Thank you for signing up/purchasing’ page, then you can retarget your ads to those who missed out.
• Increase awareness, connections and leads.
• Set you apart from your competitors.
• Strengthen your company’s credibility.
• Keep your business’ name at the top of potential customers’ minds.
Contact us for a complimentary marketing evaluation and let’s get your business back on track!
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