Not all of your site visitors are ready to talk to your sales team or see a demo of your product. Someone at the beginning of the buyer's journey might be interested in an informational piece like an ebook or a guide, whereas someone who's more familiar with your company and near the bottom of the journey might be more interested in a free trial or demo.
Email Newsletters are some of the most common and popular forms of email marketing. Use email newsletters to provide your subscribers with timely, expected, and helpful updates from your brand. Include thought leadership or how-tos, announcements about your product or service, insider-peeks into your business, or any other engaging content that adds value to your subscribers’ inboxes. http://fredericgonzalo.com/wp-content/uploads/2017/05/email_2.jpg
Visitor Tracking: Hotjar has a heatmap tool — a virtual tool which creates a color-coded representation of how a user navigates your site — that helps you understand what users want, care about, and do on your site. It records visitors and tells you where they spend the most time on your site. You can use it to gather information on your lead generation forms, feedback forms and surveys, and more.
It’s long been known that headlines attract more attention than body copy on a written page. Decades ago, the father of modern advertising, David Ogilvy, found that 8 out of 10 people will read a headline, while only 2 will read the body copy. Make sure the big, bold words at the top of your page give prospects a reason to read the rest of it by communicating the benefit of claiming your offer. If you can’t explain what’s in it for your audience immediately, they won’t continue on.
The digital age has also made it easier for companies to research and understand their perspective leads. By understanding the wants and needs of their target customers, companies can tailor information to better draw them in, as well as qualify any potential leads based on a variety of factors, such as engagement and demographic information. It is increasingly important for companies to not only generate new leads but also develop and nurture relationships with them.
Lead Qualification and Filtering is the process of determining whether a lead is ready to be passed on to sales based on things like customer demographics and behaviours. Some leads will be filtered out, because they are not yet at that stage or appear less promising than others – focussing on unqualified leads is a waste of time and resources. Customer relationship management (CRM) software can be used to track and evaluate leads before distributing them to sales.
Email marketing is a simple and proven strategy to promote your business. It attracts new customers and helps maintain close relationships with loyal customers. There's a long list of email marketing services available today and most operate at relatively low prices, with packages to fit every business size and need. It's just a matter of determining which features and tools you need and how much you're willing to spend.
With the vast majority of leads failing to convert to sales, companies can’t afford to abandon prospects when they fail to become buyers. By nurturing these leads—providing them with the right information based on who and where they are in the buying process—Modern Marketers can directly improve sales success. By implementing a formal strategy for lead nurturing, instituting nurturing programs, and following the best practices outlined here, you can begin reaping the benefits of lead nurturing today. Based on the Grande Guide to Lead Nurturing.
Focus on the reader first. You should always write your emails to address the needs of your subscribers, not yours. Offer ways to solve their problems, don’t simply talk about your products and how great they are. (This is a part that so many companies get wrong.) Ask yourself, what are the biggest pain points/struggles for my subscribers? How can I solve their current problem in this email?
These examples might make it seem like lead generation is pretty easy; it is not. To get people to divulge information about themselves, you should be able to articulate the value in your business solution. Plus you need to be present in channels that get you closest to your target audience. Articulating value is a broad, multi-layered topic, and it has as much to do with soft skills as it has to do with your knowledge of the business. However, there are specific channels you can tap into when it comes to lead generation, and that’s where we’re heading next.
InfusionSoft is a fully functional CRM and marketing solution created for small and medium size businesses. Comparing it to MailChimp or AWeber is like comparing a Lamborghini to a VW Golf. It provides highly advanced features for list segmentation, lead scoring and marketing automation. On top of all that, you can integrate all of these features with your optin form using Infusionsoft Tags + OptinMonster.
Transactional emails are usually triggered based on a customer's action with a company. To be qualified as transactional or relationship messages, these communications' primary purpose must be "to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender" along with a few other narrow definitions of transactional messaging. Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails, and email receipts.
When people talk about email marketing, lots of them forget to mention transactional emails. These are the automated emails you get in your inbox after taking a certain action on a website. This could be anything from filling out a form, to purchasing a product, to updating you on the progress of your order. Often, these are plain text emails that marketers set and forget.
Beyond incentives, often a key part of the conversion funnel that can be optimized is the lead form. Although it is beneficial from a business standpoint to collect as much information as possible about a prospect, more forms fields leads to a reduction in form submissions. Experiment with different form lengths to see what is optimal in terms of lead capture and lead information.
Over the years, businesses have used many tools for lead management, like the rolodex, contact management software and spreadsheets. But these tools function like a system of record. Sales reps just view their leads using these tools; they don’t get context. And that’s where CRM software (customer relationship management software) fills the void. In a CRM, every lead gets their own profile. This profile contains demographic details, a chronological list of every conversation the lead has had with your business, along with all the data/documents you’ve ever shared with them. And all this is just one part of what CRM software can do.
Whenever possible, add a personal element to your emails. Most email tools allow you to enter shortcodes that will be replaced with the recipient’s name when the email is sent out. Emails from Treehouse Co-Founder Ryan are always fun and personal. The subject lines are creative, messages are sent "from" Ryan's email address, and the content is personalized. If you reply to the mail, you'll even get a prompt response from Ryan himself!
It’s important to note how a number of growing trends revolve around content of value – not promotional content. Things like personalization and subscriber lifetime value, bite-sized content that’s easy to digest, stronger narratives and storytelling, richer experiences… that’s all key to crafting highly engaging emails that will grow your open and engagement rates.
Facebook has been a method for lead generation since its inception. Originally, companies could use outbound links in their posts and information in their bios to attract strangers to their websites. However, when Facebook Ads was launched in 2007, and its algorithm began to favor accounts that used paid advertising, there was a major shift in how businesses used the platform to capture leads. Facebook created Lead Ads for this purpose. Facebook also has a feature that lets you put a simple call-to-action button at the top of your Facebook Page, helping you send Facebook followers directly to your website.
Your content is the foundation of your inbound marketing efforts. According to Content Marketing Institute, content marketing is “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action”. Think of content as the fuel to all of your marketing campaigns from email to social. Create content that is impactful to your audience and drives sharing. Through creating high quality content, you can begin to gain your buyer’s trust and start breaking through the noise.
Another great post, Neil. And the timing couldn’t be any better – cuz I’m currently working on getting my web tech startup off the ground – http://irememba.com and we just finalized the Mockup for our Pre Launch Signup Landing Page and were playing around with Confirmation Page and Autoresponder copies. Some very good insights for me to keep in the back of my head.
Even if you’ve already got a long list of emails for clients and prospects, you should never stop adding to it. Especially since it’s not nearly as hard as it sounds. For example, make sure your list is always growing passively with a signup feature on your website. Subscription forms should be on your home page, blog page and everywhere else you can fit it without taking away from more important content.
Promotional emails are one of the most economical ways for any business to connect with customers. Research shows a message is five times more likely to be seen through email than on social media like Facebook or Twitter. That’s why musicians use email marketing software to share their performance schedule with their fans, non-profits use it to get donations and photographers use it to promote their portrait services. It just works.
The connection between television appearances and new subscribers is historically difficult to track, but WP Curve’s television appearance significantly increased search traffic for branded terms – and search traffic accounts for 42% of WP Curve’s new signups. With TV as their megaphone, WP Curve saw a 27% increase in recurring revenue for in March. Read all about it here. https://campaignonthecloud.com/wp-content/uploads/2016/05/email_market_image.png
Think about those questions in the context of the above email. Postmates likely has location data of their subscribers. If they can target their lists in cities where this delivery deal is offered and a time they’re likely to order, they’re delivering on value and promise. It gives them a special offer and solves the problem of what to order for lunch. It’d be especially helpful to those needing to work through lunch or for those not watching to shlep young ones to the restaurant for dinner.
Not only is InVision's newsletter a great mix of content, but I also love the nice balance between images and text, making it really easy to read and mobile-friendly -- which is especially important, because its newsletters are so long. (Below is just an excerpt, but you can read through the full email here.) We like the clever copy on the call-to-action (CTA) buttons, too.
This is the number of visits to your website from unique URLs, not including your own employees. A higher number of website visits means more people are landing on your site. This traffic is acknowledged by Google (and other search engines) as an indication of your website’s authority. As a result, your website starts ranking higher for keywords you’re targeting. One way of getting more visitors to your website is by promoting it extensively on social media.
It’s also important to understand that operationally we need to break down silos. Effective lead generation relies on marketers’ ability to connect the website user experience your site serves up, plus what you’re doing with SEO and SEM, email marketing, content marketing, and social media strategy, with a well-integrated blend of sales expertise. None of these things can be effective on their own, although we see companies separating out these services and failing to integrate them all the time. Big mistake.
Flexibility is necessary, but not always easy—especially when you’re trying to get both your marketing and sales teams up to speed. Best practices around the many complex things that comprise marketing today, including website best practices, mobile viewability, email, SEO/SEM, marketing automation, content marketing, and social media change so swiftly that many people find it difficult, if not downright impossible, to keep up.
No matter how effective the subject line you’ll always have subscribers who don’t open it for a variety of reasons. Send your email again specifically targeting a list segment of those who didn’t open the first time around. Not only is this a second chance in case they just missed the first email, it’s another opportunity to further split test subject lines as well as send times.