Lead generation is a vitally important part of a digital marketing strategy. If you don’t have leads, people don’t get your emails. Emails generate sales, foster public relations, and give you a place to talk to your customer. Having leads for those emails is a must.
Getting new leads can sometimes be difficult. More and more people are choosing to not opt into emails and this can leave your lead list flat and your email delivery stagnant.
People are more apt to share their emails with you if they feel like they are getting something of genuine value by sharing them. Here are a few creative ways to capture leads that convert.
Use success stories
Odds are that you have at least a few success stories from thought leaders in your industry. Reach out to them and interview them. Turn that interview into a webinar, podcast, or articles.
A conversation with a thought leader about how they became successful is a compelling and valuable piece of content. When you share this content, lead lock it. People who really want to see the content will be more than happy to give you their email in exchange for advice from a thought leader.
Make “Help” videos
Making help videos is another great way to capture leads. If there is a problem that you see a large number of people who use your service having, such as “how do I create a Facebook page” or something of the like, make a video solving the problem.
Not only do these videos provide useful information for your clients, they can also help you gather new customers and clients by helping them solve their problem.
For the best payoff from help videos, create an education center page on your website with a few videos. Have people provide their email address to sign-up and use the free education center. This gives you valuable leads that can turn into new customers.
Embrace the quiz trend
Quizzes are big right now. They are all over social media and have started to creep into display ads and email inboxes. Use the quiz trend to your advantage.
Quizzes, especially when they are created well, are a great lead generation driver. People love learning what kind of flower they are or which celebrity they act like the most. Usually, the more outlandish the quiz, the better.
Quizzes are also great to push out on social media for some new engagement and boosted traffic and likes on your company’s page. Use the power of the quiz for all it’s worth and it will deliver a host of great results.
Give insight into what’s working for you
Have something you are doing that is working really well for you? Talk about it! Host a webinar about it or write a blog or whitepaper. People want to know what works for others and they are more than willing to exchange their email for that information.
Be an information provider and people will start to look to you as an authority. Consider using the pieces as a lead generation ad on Facebook and test the response.
Host a giveaway
Giveaways are one of the easiest and frankly the best ways to gather leads. When you create a great giveaway, people will happily give you their email address for a chance to win.
Giveaways do require some careful consideration when you are using them for lead generation though. You have to be prepared that some people who enter the giveaway may have little to no interest in your company and won’t be good leads.
That being said, giveaways are still a great lead generation tool and can give you a ton of leads in a short amount of time. This is especially true if you use social media to promote the giveaway.
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When you are trying to figure out which tactics work for digital marketing, it is commonly suggested that you run A/B tests. This can give you a better picture of what your target audience responds to and how to capture their attention better.
A/B testing can be used in a variety of ways. You can perform A/B tests on email subject lines, newsletter design layouts, social media ad call to actions, and more. When you are trying to figure out what works best for your digital marketing efforts, A/B testing is the best method.
How to Start an A/B Test
A/B testing is a great way to figure out if there are better ways to connect with your target audience. If you have noticed a dip in email campaign open rates or display ad click-through rates, it could be the perfect time for an A/B test.
Running and A/B test is fairly simple. First, you need to decide what you want to run the test on. For the sake of ease, we will use email subject lines. In order to perform the test, you need to create two different subject lines for the same email.
It is recommended that you use a subject line that was previously performing well and the create a distinctly different subject line to compare it to. Divide your email list in half. One half will get the A version with the old subject line and the other half will get the B version with the new subject line.
In order for the test to deliver usable results, deliver both the A and B emails on the same time of the same day to both the email lists.
What to Do After the Test
After you have performed the A/B test, you can analyze the results. If you were testing email subject lines, you would compare the open rate of the A group to the B group. If the group with the different subject line had a higher open rate, you now know that you should try some similar tests.
If the alternate version of the test delivered better results, it is tempting to go ahead a change everything to fit with that test. It is strongly suggested to not do that.
After you have seen the results, you should perform at least three additional tests to prove out the theory. If the other tests deliver the same positive results, you can then go ahead and apply what you learned from the A/B test to the strategy moving forward.
Why A/B Testing is Important
A/B testing is a vitally important part of every digital marketer’s wider strategy. When you A/B test, you get a better picture of your customers and what they respond to. Consistent A/B testing allows you to stay ahead of changes in your customers wants and preferences. This prevents your marketing efforts from falling behind and scrambling to regain lost customers.
A/B testing also allows you to consistently improve and innovate. Customers notice if you have been doing the same thing over and over and this can cause them to lose interest. A/B testing helps you stay top of mind for your customer.
How A/B Testing Can Help You
A/B testing is one of the most underutilized forms of market research. It is inexpensive, easy to execute, and give you real-time data on your current customers. It also helps you stay abreast of changes in the customer mindset ensuring that you can stay ahead of any marketplaces changes.
Proper A/B testing can make all the difference in your digital marketing strategy. The more you know about your customers, the better off you will be.
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Using a personalized approach to your marketing strategy can help increase conversions and boost customer retention. Though, this isn’t always easy. You need to consider every stage of your sales funnel, from emails to landing pages.
We’ll cover each of these areas and show you how to personalize your digital marketing strategy.
Create a Buyer Persona
The first step is to create a buyer persona. You want to start the personalization before you even capture your customer’s name and information. This is done with a buyer persona, which is basically an outline of your typical customer.
The information used in a buyer persona includes age, location, income level, occupation, interests, hobbies, and any other details that you want to include. You can get as detailed as you want. The main idea is to create an image in your head of the type of customer that you want to attract.
You’ll use this buyer persona throughout marketing campaign. You can even create multiple personas, each with their own campaign.
Customize Your Landing Pages
Once you’ve created your buyer personas, you can begin incorporating this into your landing pages and other marketing material. Basically, whenever you create content, imagine that you are speaking directly to the buyer persona that you created.
You’ll be surprised by how effective this step is. It helps you stick to your main point and address issues that your buyer cares about. Overall, this helps increase your conversion rates, after a visitor lands on a landing page.
So, starting with the title of your landing page, think about what it takes to grab the attention of the buyer that you created. What is the main problem that they face that your product or service addresses? Come up with a catchy title that directly speaks to this fear or issue.
This same practice can be applied to all your marketing content. In addition to landing pages, you’ll use your buyer persona when creating targeted ads, social media posts, and blog articles.
Create Personalized Email Campaigns
The next step uses real personalization. Here’s where you’ll actually use your potential customer’s name in the content. Using an email marketing program or software, you can easily set the campaign to automatically insert the subscriber’s name into the email or subject line.
In addition to inserting their name into the email, remember to write the body of the email while focusing on your buyer persona.
Also, you can use this opportunity to provide product or service recommendations based on their past purchases or the pages that they’ve visited. The recommendations provide a simple solution for personalizing your marketing efforts.
Use Location-Based Advertising and Marketing
By tracking the physical location of your visitors, you can direct them to pages or content that’s geared towards a specific market.
For example, visitors from Maine may not have the exact same interests as visitors from Florida. You could use to offer different products or simply incorporate different manner of speech that appeals to a specific region.
Use Personalized Surveys to Learn More
The final step is to use personalized surveys to learn more about the interests of your customers. This offers two major benefits. These surveys help build trust with your customers, due to the fact that you’re showing them that you care about their interests and needs.
In addition to building trust, it also provides you with valuable insight. You’ll be able to learn more about their specific needs and desires, which can be used to enhance your marketing content or revise your buyer personas.
Personalizing your digital marketing strategy can be difficult, but it is definitely beneficial. It’s an extra step with major rewards. If you’d like to have access to more powerful marketing tips and suggestions, as well as a way to gain conversion-ready internet marketing prospects each month, then click here to learn about our done-for-you system.