Let’s face it, without leads, your business – may it be of any scale, will probably fail. To survive in a highly competitive market, your business needs a consistent stream of qualified leads, resulting in steady customer growth. But how do you effectively reach your target audience? How can you ensure that people who visit your website are actually interested in your product or service?
According to the Content Marketing Institute, 85 percent of B2B marketers identified lead generation as their most important content marketing goal. Therefore, an end-to-end lead generation strategy can help attract and nurture interested prospects, and convert them into future customers.
Let’s dig deep into some of the most effective lead generation strategies that can help you boost reach and skyrocket conversions.
Use Gated Content
By gating content, you can ensure that your audience can access an informational asset on your website, such as a whitepaper or an eBook, by filling out a registration form. This enables you to collect data related to your audience, which helps:
- Attract high-quality visitors as most likely, people genuinely interested in reading the content piece would make an effort to fill out the form.
- Build valuable relationships with them by knowing more about their tastes and preferences.
- Segment your leads based on the information acquired through the forms and cater to them accordingly.
Plainly, gated content can improve your reach and lead conversion rates by several folds. Interested in trying out gated content for lead generation? However, to use this technique effectively, it is important to ensure that you’re creating high-quality content for gating.
Host a Webinar
According to a survey by ON24, 76 percent of marketers said that webinars enable them to generate more leads. It is no surprise that conducting a webinar can be a compelling way of amplifying reach, strengthening bonds with existing customers, and generating new leads. Here are a few reasons why you should include webinars in your lead generation plan:
- Webinars allow you to surpass the geographical barriers as participants can attend your webinar from any corner of the world.
- You can establish authority and build credibility among the target audience by creating webinars around relevant topics that address customer pain points.
- Webinars provide you with a great opportunity to qualify leads via in-webinar polls and questions or follow up surveys.
- Most webinar hosting platforms allow you to record them, which can be later used as gated content on your website or for email marketing purposes.
Needless to say that the ability to reach a massive audience makes webinars a powerful way of generating high-quality leads.
Create an Information-Rich Newsletter
Another popular way of using content as a lead magnet is to create a value-packed newsletter. Your company’s newsletter can include information regarding new blog posts, product updates, upcoming events, or special discount offers. This does not only allow you to stay relevant in the minds of prospects but also helps in sharing product promotions, driving leads further down the purchase funnel.
Nevertheless, it is a known fact that internet users are already bombarded with tons of offers and promotions. Thus, to make the audience sign up for your newsletter, the key is to make it informative and not sales-driven.
Provide a Free Trial
Offering free trials is one of the oldest yet significant lead generation methods, commonly used in the B2B market. It involves providing a free trial of your product to leads that fill out a form for a given period. This not only makes your prospects accustomed with your product but also helps them compare it first-hand with the other available options in the market.
According to the founder and COO at Notejoy, Ada Chen Rekhi, the free trial conversion rates can range from 1-10 percent to as high as 40-50 percent. So how do you make your free trial marketing tactic work?
- Offer a product free trial without asking for credit card information to reduce friction.
- Remind the leads when their free trial is expiring to ensure that they’ve tested all the available features of the product.
- Provide a discount if they purchase the product before the trial expires to build good relationships.
Add a Website Live Chat Feature
A survey by Kissmetrics reveals that 38 percent of online customers made their purchase because of the live chat session. A website live chat is one of the simplest yet most essential lead generation techniques, often used by businesses. This is because it allows you to reach out to your website visitors and communicate with them in real-time.
However, to make live chat your ultimate lead generation hack, below are a few tips:
- Add your name and picture to the live chat window for personalization.
- Use data gained from the live chat’s analytics to enhance the customer experience.
- Offer incentives, such as coupons or discounts for a convincing live chat session.
SEO is an evergreen marketing technique that can help drive traffic to your website, resulting in lead generation for your business. To begin with this tactic, you need to optimize your website’s content for SEO, define your target audience, identify relevant keywords, and keep an eye on your SERP rankings.
The power of SEO can be used to level up all types of businesses. For example, if you are a financial advisor or a consultant in the same field, you can opt for strategies pertaining to SEO for financial advisors. This will enable you to get found by prospective clients and rank above your competition.
Utilize Email Marketing
Communication channels have modernized over time, with the advent and proliferation of social media platforms. However, email marketing still remains one of the most effective ways of reaching out to the target audience. But we know that customers receive billions of emails daily, so how do you make your emails stand out? How do you ensure that you’re generating leads for your business via emails?
Apart from writing a killer subject line and nailing the preview text, it is important to add personalization to email marketing campaigns. For instance, you can add content in your emails based on the audience’s interests to improve the reach, click-through rates, and conversions.
In today’s competitive landscape, generating a continual stream of leads is not something that can happen overnight. Hence, if you want to boost your reach and conversion rates, the key is to experiment and identify which combination of strategies stated above work for your business. This is because every business is unique, and what works for your company might not work for another company.
How to Better Communicate With Your Audience Through Email Marketing
You’ve probably heard several people say that email marketing is dead. Since instant messaging apps and social media platforms have entered the picture, people may easily believe this false claim. But, if you’re a business owner who’s on a never-ending quest to improve customer engagement, you should know that email marketing remains an incredibly effective practice.
With over 3.9 billion email users worldwide, it’s not an exaggeration to say that over half of the world’s population can be reached through this channel. As an all-in-one tool, email marketing can perform various functions, such as influencing purchasing decisions, widening brand awareness, and improving one’s sales.
To show you how vital it is, HubSpot has found that over 80% of businesses heavily rely on the channel for their customer acquisition and retention. If you haven’t hopped into the email bandwagon, you should get on board as soon as possible. Statistics show that for every dollar you spend on a campaign, you can potentially acquire $38 in return.
If you’ve already implemented an email strategy but did not get the results you want, you might be wondering how you can improve the performance of your email marketing campaigns. To steer your business in the right direction, the guide below will teach you how in four simple steps.
1. Segment Your Audience
Writing a marketing email is no different than writing a letter to a friend. With this analogy in mind, the first thing you should do is determine whom you’re talking to and why.
Nowadays, there’s no such thing as the average consumer. Given that the market has become more competitive, customer demands have evolved and are now more specific than ever. If you simply send out generic emails that don’t provide any form of value, chances are you won’t capture the interest of your leads.
Before you start sending out promotions, you need to characterize and segment your audience. Even though each customer has his/her own unique characteristics, you can group them all into a specific mailing list. Here are some factors that help marketers establish buyer personas:
- Job Title
- Demographics: Age, Gender, and Location
- Purchasing Capabilities
- Online Behavioral Patterns
- Email Clickthrough Rates
By figuring out the different kinds of people who buy your products, it’ll be a lot easier for you to deliver the right messages to the right set of eyes.
2. Personalize Your Messages
Did you know that including the recipient’s name in an email’s subject line can increase its open rate by 16%? Personalization is a vital component in creating the ideal customer experience, yet many companies fail to do it properly.
When it comes to email marketing, personalization can be done in several ways. Other than including the customer’s name in your email, you can deliver and customize messages based on a subscriber’s characteristics. If a specific customer is in the consideration stage of the buyer’s journey, sending out an email that can help them decide on a solution will increase the likelihood of a transaction.
It’s no secret that customers greatly value the experience they get from a brand. If you were able to segment your audience accordingly, sending out timely and relevant messages should be a breeze. Apart from sending out specialized promos and discounts, your customers will greatly appreciate it if you regularly send important updates or let them know that your business provides email support.
3. Share Your Story
Your customers don’t just want to transact with your brand; they want to build a relationship, as well. Enticing your leads to convert should always be your goal, but this doesn’t mean that you should only bombard your subscribers with promotions. Aside from advertising your products and services, you should also use email marketing to pave the way for valuable engagements.
Email is a direct and intimate channel that allows your audience to learn more about your business. Now that consumers are more socially conscious, they take a company’s values and beliefs into account before closing in on a business deal.
Sharing stories on how your business began or letting them know your stance on particular issues lets your audience see the human side of your brand and eventually strengthens your online reputation in the long run.
4. Let Data Serve As Your Map
Just like any other discipline under the digital marketing umbrella, your email strategy should be fueled by data. Taking note of important metrics such as your clickthrough rate and overall return on investment primarily lets you see how successful your campaign is. At the same time, harnessing these statistics also lets you identify bottlenecks and enables you to make the right adjustments.
Similar to optimizing your landing pages, email marketing is not a one-and-done task. Complacency is the number one enemy of any brand, and this is why marketers should make it a point to test their email templates periodically. But now, you may be wondering, “Which components of my email campaign should I test exactly?”
Aside from your subject lines, your email’s design, length, and button placement can greatly influence the success of your campaign. People react differently to certain templates, and A/B Testing allows you to see which variation delivers the best results.
Harness the Power of Email
No matter what industry you may be operating in, there’s no denying that nothing grows your business more than customer loyalty. Luckily, advancements in technology have given brands many opportunities for valuable engagements. But, in this fast-paced digital world, it’s easy for business owners to prefer popular channels such as social media and disregard email-marketing entirely.
While it may seem like an old-fashioned way of communicating with your audience, at the end of the day, email marketing still gets the job done. As an all-in-one tool, investing in an email marketing campaign will do more than just optimize your conversion rate.
Just like any other marketing practice, there’s a right way to do things. With the tips above in mind, you’ll be able to take your campaign to the next level and drive your business forward.
About the author
Eliza Espino is an Online PR Specialist for Spiralytics. She recently began her professional career in digital marketing and is continuously learning about the field. One of her goals is to help grow businesses from different industries. Eliza spends her free time exploring films and series that can make her smile, think, laugh, or cry.
How to Increase Your Email Open Rates in 2020
To grow your brand online, you need to market it effectively. This requires you to leverage various forms of marketing.
One of the most reliable forms of marketing is email marketing. There are over 4 billion email users around the world and that makes it a great medium to reach out to a massive audience.
However, for your email marketing campaigns to be effective, you need to ensure that your audience not only receives your emails but also opens them. It’s only then that you can get them to take your desired actions and convert.
Thus, your email open rate is critical for conversion rate optimization. If you can’t achieve a high open-rate, the chances are that your email marketing campaign will not be successful.
So, how can you increase your email open rate?
Let’s find out.
How to Boost Your Email Open Rates
Here’s how you can increase your email open rates.
1. Short Subject Lines
Email subject lines are perhaps the most important part of any email marketing campaign. If you don’t get them right, the chances are that your receivers may never open your email. This would mean that all of the other content of your email will be wasted.
The subject lines need to catch the attention of your receivers and should prompt them to click on your email to open it.
So, here’s a trick – the email subject line also needs to be short.
Because many of your receivers may check their emails on their smartphones. In fact, about 42% of all email opens are on mobiles.
Image via Litmus
Owing to their smaller screen size, smartphones tend to display shorter subject lines. So, if you write a long subject line, the chances are that the receivers may not be able to read it completely. This may reduce the possibility of them opening your email.
That’s why about 82% of experts prefer to use short email subject lines that are less than 60 characters long.
The above-mentioned study also found that the average length of email subject lines is just 43.85 characters.
Yet another reason for keeping your subject lines short is that email apps stop displaying lines longer than 30-40 characters.
2. Subject Line Content
Length isn’t everything, however. The content of your subject line is also important.
While the copywriting has to be on point, you can improve the chances of your receivers spotting your subject lines by adding emojis to them. They can make your subject lines appear unique as only about 6.9% of email subject lines have emojis in them.
To test the efficiency of the subject lines, you can use tracking tools and figure out the impact of the emojis on your subject lines.
Image via AWeber
You could also try to vary the capitalization of your email subject lines to make it appear more unique.
The most common case used is sentence-case with about 60% of subject lines using it. However, only 6% of them are written in lowercase completely. This strategy might come in handy and could help you boost your open rates.
These strategies, of course, don’t apply to transactional emails which may be opened by your customers regardless of the subject line.
3. Segment Your List
One of the most important things you can do to improve your open rate is keeping your email list fresh and segmenting it well. A fresh and well-segmented email list means that only those who’re interested in receiving your emails will get them.
Segmentation means that you can personalize your subject lines and emails for each segment separately. As a result, the emails will seem more relevant to them. Due to this, they’ll be more likely to open your emails to check them out, hence improving your open rates.
Segmentation can be done based on their purchase behavior, demographics, locations, and interests. For instance, you can send emails depending upon the types of products that they’ve purchased from you and suggest similar products to them.
Improving your open rate is crucial for the success of your email marketing campaigns. To get your subscribers to take action, you need to get them to open your emails. For this, you can come up with crisp and attractive subject lines.
You can also add emojis to your subject lines and change their case to make them more unique. Lastly, you should keep your email list fresh by removing inactive accounts and segment it so that you can send out more personalized emails to your subscribers. You can also increase your email subscribers by combining your email marketing with social media marketing strategies using social media marketing tools.
Do you have any questions about the tips above or need help boosting your email open rate? Let me know in the comments.
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