1. Lead Magnets
A lead magnet is a piece of content that your audience can download in exchange for their contact information. They can be a variety of things, from eBooks and white papers to templates, checklists, and webinars. When choosing a lead magnet, it’s important to match it to the stage of the customer journey and buyer persona that you’re targeting. For example, a tool to streamline your productivity might be appropriate for someone in the awareness stage, but it won’t do much good for someone who already has an established business.
Your lead magnet should be relevant to your target audience and have immediate value. It should also be easy for them to consume and share. Consider offering content distilled into easily actionable snippets like checklists or one-page summaries rather than longer guides that require an investment of time. The best lead magnets solve a specific problem that your customers are facing. For instance, a webinar offers authoritative advice or data from an expert to solve an immediate need, making it more likely that your audience will provide their email address in exchange for the offer.
Another way to attract leads is by implementing an automated evaluation, such as an interactive quiz or tool. This type of lead magnet can be useful in different phases of the customer journey and can be used as a tool to help build trust and credibility with your brand. For example, a home improvement company can offer an automated assessment that helps users assess their current level of home maintenance to recommend the most cost-effective solution. The assessment can be accessed with a call to action button on the homepage that prompts users to enter their name and email address.
2. Lead Nurturing
Lead nurturing is one of the best ways to increase leads and customers over time. It involves sending content to your audience that matches their needs and preferences, and it can be triggered by events or activities. The most effective lead nurturing campaigns are based on a person’s buying journey and can be automated using a customer relationship management system. This helps to reduce the manual workload of sales and marketing teams, while also ensuring that each lead is being communicated with in accordance with their specific journey.
To create an effective nurture campaign, you should first determine the different stages of the buying process and what content they will need at each stage. Once you have this information, you can start to craft a communication schedule. The most important aspect of this is to ensure that you are delivering the right content at the right time, which can be achieved by creating an omnichannel communication strategy. This involves using multiple channels, such as email, social media, chatbots, and direct mail, to maintain contact with your audience.
Another great way to personalize your nurture campaign is by using buyer personas. These are semi-fictional representations of your buyers that include details such as their demographics, challenges, communication preferences, and lifestyle habits. This can help you tailor your content to fit their needs, which is key to improving engagement rates.
To increase the effectiveness of your lead nurturing program, you should also track and monitor the results of your campaign. This will allow you to see how well your leads are moving from one stage to the next, as well as identify any issues with your communication. You can do this by analyzing data such as open and click-through rates, as well as measuring the days that it takes on average for your leads to move from awareness to sales-ready status.
3. Email Marketing
Email marketing is a powerful digital marketing strategy that involves sending emails to current and potential customers in order to increase brand awareness, nurture leads, or make sales. As the most profitable and cost-effective direct marketing channel, email should be a cornerstone of your digital marketing strategy.
To use email to its fullest, you need a list of engaged subscribers. That’s why you need to utilize email marketing strategies that are designed to grow your subscriber list organically. These strategies include promoting your email subscription forms on every online touch point (ecommerce, social media, websites, blog posts, and in-person events) to encourage people to sign up.
Once your list is built, you can use email marketing to promote your products and services directly. This can be done through product announcements, discount promotions, and roundups that draw attention to specific items. You can also use upselling and cross-selling techniques to drive higher average order values.
Whether you’re using an ecommerce platform or a marketing automation tool, it’s important to set measurable goals and track the results of your campaigns. This will help you determine what tactics are working and which ones are not. For example, if you’re noticing that your email click-through rates are low, it might be time to try a new CTA strategy or move the email offer further up in the funnel.
You’ll also want to keep an eye on your deliverability rate, spam complaints, and list growth rate to ensure your emails are making it into your subscribers’ inboxes. Lastly, you’ll want to optimize your emails for mobile. ESPs offer email builders that let you adapt your content to fit different devices and screen sizes.
4. Lead Capture Pages
A lead capture page is a form that asks visitors to share their contact information in exchange for a free product. This is a great way to grow your email list and keep in touch with people who are interested in your brand.
A quality lead capture page should have a clear call to action and an offer that is relevant to the audience. It should also be simple to use, with no distractions like too many links or a pop-up. A lead capture page is also better for running ads and organic marketing because it has a specific goal that is easy to measure.
Your lead capture page should also highlight the benefits of your product, rather than just listing features. This will help build trust and convince people to make the purchase. For example, Trello uses a simple but effective headline to explain the product and its key feature of organizing projects with ease. Then, they add a powerful no-brainer guarantee to reinforce the value of their product.
It is important to test your lead capture pages, including the CTA copy. A slight change in copy can significantly affect your results, so it is worth trying out different versions to find out what works best for your audience.
Using the right marketing strategies is vital for growing your business and connecting with more customers. Creating effective landing pages is an essential part of this process, and you can easily do it with Leadpages. Start a free trial to create your first lead capture page in minutes. The only landing page builder engineered by marketers, not developers.
5. Social Media
In the modern world, social media is how many people connect with each other digitally. It’s their primary source of entertainment, socialization, news, shopping and trend tracking.
It’s also a great way to get breaking news as it happens – often before traditional outlets like TV or newspapers can cover it in detail. And it’s a place to share opinions about everything from politics and current events to new restaurants and movies.
As a marketing tool, it’s a powerful way to build brand awareness, engage with customers, and drive traffic to your website or other online assets. However, it takes a lot of time and energy to do it right. If not done well, it can erode brand trust and even damage the reputation of your business.
One of the most important parts of any social strategy is providing excellent customer service. It’s critical to respond quickly to questions and concerns – especially negative ones. In fact, research shows that over one-third of consumers will talk about a bad experience on social media.
It’s also important to analyze your competitors’ social media strategies. This can help you determine which elements of their campaigns are working and what isn’t. You don’t want to copy exactly what your competitors are doing, but you can take valuable insights that will improve your own campaigns.