Email Marketing is one of the best lead generation strategies that stood out in this ever-changing world. Whether the case is to attract a stranger, promote new product/services or nurture a lead. In fact, DemandWave report on B2B marketing channel that drives leads also showed that email is the top source.
Also, most marketers believe and live by the rule that emails are great assets to earn.
Best Email Marketing Strategies:
Find Right Person to Email
The first thing you need to do before sending an email is to find the right person. Today, you can’t build relation from a general email like firstname.lastname@example.org. You need their personal email.
Offer a Value
Provide a clear and attractive value that makes them your loyal customers.
Focus on Email Subject Line
Write a killer subject line that entices a user to open your mail.
Segment your List
It is the best technique to keep track of your leads vs. customers. You can send an email based on interest prospects have shown. This helps in building a relationship for a long time.
Build an Email Series
Make a series from welcome email template to the offer you want to provide. This automates your campaign as it becomes easy to send the same value to every new person that signups.
Don’t forget to add an email signature. It is a great way to redirect people to your landing page or blog posts.
Things to Remember:
In email marketing there are three important factors that influence the success rate:
Click through rate also known as CTR
Higher the open rate better is the email campaign and better the CTR means higher the lead counts. If the unsubscribe rate is higher it indicates to change your campaign and offer.
Starting with a blog is a great way to rank for a targeted keyword, create interest in your services/product, build brand awareness and increase traffic to the website.
The great ways are published posts on topics you’re expert in, original research, How-to guides, infographic, trending topic, case studies, and videos.
Guest Post on Authoritative Sites
Become a publisher on other non-competing websites that have alike audience type. This will establish your authority and brings a new audience to your website.
Create Lead Magnets
Lead magnets are the best ways to get an email address in exchange of free PDF, Case studies, E-book, and Webinar
Answer questions on Quora
Quora is a great platform and has 300 million monthly users. You can establish yourself as a thought leader by answering questions related to your niche.
Host a Webinar
Hosting a webinar gives you an opportunity to engage with people who are already interested in your product/services and convert them into a lead. After a webinar is completed you can send them more relevant articles or downloadable resources, invite them to your next event, and survey them regarding their experience.
You can also increase your audience reach by co-hosting with industry influencers.
Whenever people have any kind of question they turn to Google for answers. Which becomes an opportunity for businesses to target the keyword user are searching for and provide value and convert them into a lead.
Also, the majority source of B2B lead generation comes from search engine traffic.
If you acquire the 1st position on Google or shows up on the first page then you get most of the organic traffic. This provides long term benefits of a continuous stream of valuable traffic on your website and saves your money on Ads.
Best SEO Strategies:
Know your Audience
Create a buyer persona. This helps you know your customer’s age, challenges, pain points, interest, and much more. Which can help you target more in a personalized way.
Identify Target Keywords
Make a list of keywords your target audience is searching for your product or services.
Fix Technical SEO
Make sure your website is easy for search engine bots to index and crawl. This makes sure you can rank in search engines.
Monitor how you are performing on the web. Which keyword drives more traffic and which is low-performing keyword and optimize accordingly.
Use Google search console to keep an eye on any error on your website and fix it.
Define the next step website visitors are going to make i.e signup to the mail list or product trial, download an e-book or case-study.
According to Marketing Proof research, LinkedIn has proved to be a more effective platform in generating b2b leads. In B2C, FaceBook, Twitter, Snapchat, and Instagram are going to platforms.
Best Social Media Strategies:
Social Media Chatbots
Chatbots help in starting an automatic conversation and producing warm leads. All you need to do is pre-program the discussion.
With the help of FaceBook, you can gather more reviews on your page, invite for newsletter signups, and include a call to action in profile or posts. You can even start a FB group to create the following. Use FaceBook remarketing to connect with an audience who has shown interest in your services/product.
You can find influencer or lead on Twitter using search or tool like Followerwonk, following right hashtags, participating in chats, and promoting engaging tweets. Even you can create your own hashtags and promote it to generate buzz.
Connect with prospects on LinkedIn through messaging, joining & participating in groups, and posting relevant content or video. Take advantage of LinkedIn Ads.
Go live on Instagram for big announcements, Q&A sessions, and release product teaser. For people to take action to provide a link in a bio. Build a following; create value through images and engagement by running a contest.
Create niche related boards and include CTAs through images.
Take benefit of YouTube by including CTAs & relevant cards in the video, and link in the description.
Things to Remember:
Social media platforms are not only about self-promotion.
Also by 2021, the video advertising will grow to a $22 billion industry (Source: eMarketer)
Best Paid Media Strategies:
Social media advertising
Through Facebook Ads, you can target an audience based on their demographic and interest. LinkedIn Ads let you increase B2B leads. With Google Ads, you can show up for the targeted keywords.
Show up on Non-Competitors Websites
Trade Ads space with businesses that have similar kind of services but are not your direct competitors and performing well.
Reach out to media sites and buy space on their websites to promote your ads.
Affiliate marketing is taking a back seat and let another drive. It is a tactic in which someone else gets commission by promoting your products/services.
Remarketing as the name depicts is used to target those audiences who have visited your landing page or website but didn’t convert. It is like icing on the cake, you can keep reminding users about your offers.
Social Media Influencers
Social media influencers have a huge influence on their followers that single recommendations from them can increase business leads and sales.
A website is a place where you can create your first impression.
A lead generating website has a user-friendly description of their value proposition, is easily accessible, provide valuable information, offers opportunities to sign up and provide contact information that easily accessible.
If we consider stats by Sweor, it states that “57% of all mobile users will not recommend a business if their mobile website is poorly designed or unresponsive.”
Best Website Optimization Strategies:
Record Website Visitors
Use Google Analytics to see what type of audience visits your website and use this data to optimize your website to convert leads.
Fix Broken Page
Use Google webmaster tools to identify technical errors on a website and fix it.
Every person has a mobile and people are searching on the go. Your website needs to be mobile friendly in order to provide a better user experience.
Optimize your website for the keyword people are searching. You can keyword opportunity in Google Analytics and target competitors’ keywords using tools like Google Keyword Planner.
Analyze Competitors Backlinks
Build quality backlinks to your website. This will increase your authority and ranking in search engine.
Increase sales by integrating pop-ups to your website such as slide-in opt-ins, Exist popup, Sidebar Widgets, After Post widget, and Floating Footer bar.
With marketing automation, you can put all your lead generation efforts on auto-pilot mode. Be it email marketing, qualifying leads or nurturing. It helps to deliver the right content based on the interest of the audience. Also, automation makes personalization pretty easy.
Poorti Gupta is a freelance SEO Consultant and Content Writer. She likes to write about digital marketing, lead generation, and content marketing. Her passion is to help a business boost their traffic and online presence. Apart from that, you can find her having a cup of coffee or reading a book.