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Prospects are often the marketing professional’s bread and butter. They are the ones who, if the strategy is well implemented, could one day be converted into customers. When it comes to generating leads, the approach used differs depending on whether you’re operating on a B2B or a B2C basis. In businesses, processes take a long time, purchasing decisions involve numerous individuals and the quality of leads is very often more important than the quantity. With B2C, the average basket size is smaller and the supply of prospects needs to be constantly renewed and updated.  No matter what your particular case happens to be, we have selected five practical and workable tips to help you improve the quality of your leads, accelerate your growth, and thus catch your competitors on the hop.

Optimised forms

This is where lead generation all begins, and it needs to be very carefully thought out and designed. You have to optimise your form right down to the smallest detail: too long, and it runs the risk of driving your prospects away. Too short, and you risk having too little information to provide a context for the enquiries and requests. In general, three or four fields is a good average to aim for.
With B2B, you can elect to prohibit Gmail type personal emails in order to filter out anything that is not a genuine professional enquiry or request.  Though it’s a method that will by definition limit the number of incoming prospects, it will guarantee you a higher level of quality. Once you have a professional email in your possession, you can then enrich it in your database with firmographic data.

Additionally, you can also eliminate spam and bad addresses by automatically sending an email immediately after receiving the information. It’s good practice to carry out an initial quality filtering procedure to avoid cluttering up your CRM or data platform.

Effective, automated scoring

In order to establish the quality of your leads, you need to rate them. This is the purpose of scoring, which assigns a value to prospects based on their purchasing potential. This rating can go up or down based on interactions with your campaigns. If your prospect opens your emails, clicks your links and asks you questions, they gain points. If they don’t respond, fail to react or have not been opening your communications for some time, there’s probably no longer any point in retaining their details. Scoring gives you a way of removing leads with little relevance to your business from your tools. Most marketing tools are today capable of automating the scoring process and aggregating the data into a single, unique platform.

Relevant lead nurturing

Lead nurturing consists of “cultivating” your prospects right up to the point at which they’re ready to make a purchase. In order to achieve this, it’s necessary to create buyer personas equipped with individualised activation systems. Each profile is set in a different marketing context with its own specifically adapted content. The more personalised your lead nurturing, the more effective it will be. Sending special offers, sending information aimed at informing and developing awareness, sharing good practice, organising competitions and offering exclusive content (white papers, videos, etc.) are all things you can do to help you achieve this.

Timely personalised messages

Each lead progresses through the conversion funnel at their own individual rate and rhythm. You, therefore, need to be able to send out the right information based on the stage they are at. Some will want to get to know you better; others will need to be reassured or won over, with the latter perhaps waiting for a good offer before deciding. This is where personalised marketing really comes into its own. You don’t treat a person who’s just learning about you in the same way you treat a hot prospect on the point of making a purchase.

A unique experience

The customer experience is made up of all the interactions and emotions experienced and felt by the customer before, during and after the purchase. In order for it to be successful, your branding must be coherent across all your platforms. The mobile website, online store, email automation, social networks, the welcome when entering the shop… the coherence of the experience creates value and provides reassurance. It’s essential not to underestimate its importance. The same design, the same values, and the same overall ambiance must be present at each point of contact. A coherent brand territory contributes to the creation of a unique experience that will enable you to encourage and get the most out of your prospects and make them part of your big family.

The question of quantity versus quality when it comes to managing prospects can often be a source of internal frustrations and misunderstandings. However, the two can work perfectly well together if your marketing strategy is coherent. To achieve this, you need to have the right tools at your disposal, namely the essential professional skills required and the technology that will enable you to properly manage your data in strict compliance with the requirements of the GDPR. Our experts from lead generation team can provide answers to all your questions. Get in touch with them today!

It’s difficult to ignore or to do without social media: it’s everywhere. From Facebook to Instagram, not forgetting Twitter, Pinterest and LinkedIn, social media is a great communication tool for building and developing a community. However, social media can do more than just provide information. If it’s well-used, social media is also a business tool for managing qualified leads, and potential customers. Between inbound marketing, lead generation and lead nurturing, find out how social media can boost your business.

Personas and social media: wanting to be everywhere means being nowhere

You’ve heard about Facebook, of course; but what about Twitter and Snapchat too? When it comes to social media, it’s tempting to want to be everywhere, which can lead to your brand being spread too thin. It’s impossible to be on all social media without a dedicated team and adapted, differentiated content for each platform. Creating an account just for the sake of having a presence which then becomes an inactive account is worse than having no account at all. Communicating well on social media, therefore, requires an appropriate strategy. Before getting started, you need to know which social media to focus on.

To do so, you need to establish your personas. These are profiles of your typical customers. Virtual characters with a real identity, brought to life using information and the experiences of your marketing and sales team, along with data collected by customer support. 4 or 5 personas should be enough to cover 80% of your customers.

These personas are multi-layered: you know their backgrounds, their experiences, what they do, what they buy, what drives them and, by extension, which social media they’re likely to use.

Your personas are also very useful for coming up with a specific content strategy: what do they read? What problems do they have? How can you help them? The answers to these questions will create your online social strategy to generate qualified leads.

Use the right tools and the right strategies

Marketing managers and community managers want to use more than the native tools provided by major social media platforms. These tools have been created primarily for personal use and lack of precision when it comes to professional use. That’s why there are many tools which can be used in addition. A few examples of tools and best practices to ensure a flawless online presence and help you to become a lead generation expert:

Automation

These are software programs which connect to your online accounts to publish and interact, depending on triggers. For example, as soon as you publish an article on your blog, it’s shared straightaway on Facebook and Twitter, and a few hours later on LinkedIn. Automation also makes it easy to create marketing emails and score potential customers, depending on their actions (opening an email, social media engagement, etc.).

URL tracking

When content is published, you can create a unique link to measure and track the impact of your campaigns and shares. Your KPIs will be always up-to-date and relevant.

Sharing cold content

Your publications can’t be recycled indefinitely. That’s the difference between hot content (related to the news and which quickly becomes outdated) and cold content, which is easily shareable. You can develop thematic lists of cold content which will then be automatically republished without any additional intervention at a predefined time and date of your choice.

Competitive intelligence

To monitor trends, hot topics and find out what your competitors are doing. With a few social media accounts and hashtags, you can create a dashboard for proactive and efficient monitoring.

Content marketing: be organized

Social media is nothing more than a communication channel. What counts is what you put on social media. That’s what content marketing is all about: organizing, producing and publishing varied and relevant content to boost your social presence.

An editorial calendar is essential for a relevant content marketing strategy. You can use it to work out the article and the topic to be published on each social media platform, based on a particular persona. It’s a good way to plan ahead and ensure that your resources are well balanced.

Creating varied content is also important. Articles, infographics, photo albums, competitions, videos: diversity creates additional momentum in terms of communications. Similarly, you can also test different formats of live videos: AMA (ask me anything – a live video during which you answer every question sent in by viewers), FAQ (the same principle, but the questions are chosen and organized in advance), unboxing, product launch (an evening event or a VIP presentation, in advance), various other events, etc.

Social media is a strategic marketing tool for branding. It can be used to convey key messages, share strong values, accelerate sales and help customers to connect to a brand. It’s also a way of experimenting with targeted advertising to reach people beyond your immediate community and generate qualified leads.

Our team of experts in lead generation can help you. Contact them to find out more!

Converting anonymous visitors into sales leads is an obsession for marketing professionals. This is not without good reason, seeing as they represent future clients. However, while the conversion process may differ between B2B and B2C, good practices remain the same. As do the pitfalls to avoid. Do you think that your landing page is perfect? That your bounce rate is going to tumble down? That everything is ready for the launch of your major commercial operation? Nonetheless, the devil is in the details, as the saying goes. Let’s take a look at the little details which can impact lead conversion.

Unsuitable information forms

The information form is the go-to method for connecting with a visitor in order to transform them into a sales lead. In truth, it’s perfectly normal and logical to want to know all about them. In order to do so, surely it’s necessary to get as much information as possible? The problem is that every study has shown that the size of the information form is inversely proportional to its potential for lead conversion. Put simply: the more fields there are to fill in, the less effective it is. The same is true even if most of the fields are optional.

Creating an effective information form requires a proper definition of the information you need. For example, are the date of birth and gender actually significant variables for you? Make things as simple as possible: in B2C, you can rightly ask for someone’s name, surname, and email. This is more than enough to start a commercial relationship without appearing too intrusive.

In B2B, the name, surname, professional email and the name of the business are sufficient. A good inbound sales procedure will then allow you to add more data through interactions with your sales leads.

Finally, you also need to anticipate how the collected data will be used: what is their intended purpose? What are they for? What is the objective? How will they be protected? This is part of the new obligations introduced by the GDPR, as is an explicit acknowledgment of consent.

Shoddy responsive design

Sure, your website or landing page might be accessible on mobile, but is it really? Certain aspects of web design can negatively impact the user experience and therefore lead conversion. Here are some examples:

A lack of storytelling

Everybody likes stories. Storytelling is what transforms bland facts into emotions which can establish an emotional connection with your audience. If you think that your product or service is the best, then that’s great, but while saying it is good, you have the channel that passion into something.

Storytelling allows you to create a communicative environment which can positively influence the relationship between a brand and a visitor. You need to tell a story and leave your audience wanting more. This is true for all platforms, including mobile: there’s no need for long texts to create emotion, even on a simple landing page.

Non-performing CTAs

A call-to-action is vital, as it paves the way forward for future sales leads. It still needs to be functional, however. Usability and ergonomics studies show that CTAs should feature at the top and bottom of the page, in order to be easily visible and accessible.

Each CTA needs to have a well-considered design and colors, and be coherent with your graphic charter. Once put into action, the CTA should facilitate lead conversion. Whether it’s downloading an application, signing up to a newsletter, receiving a promotional voucher or confirming a shopping cart, the next step should be simple and fast.

A CTA is a shopowner welcoming the customer to the store: it needs to be cheery, pleasant and inviting.

Untested pages

Don’t believe your boss’ son, even if he says your page is great. Carry out A/B testing. It’s the only way to be sure that the decisions made are appropriate and statistically proven.

A/B allows you to compare two different versions of the same page. If one of the two performs significantly better than the other, the statistical data will tell you. The more you test, the more you’ll optimize, and the greater your chance will be of converting leads.

What’s more, it’s possible to test everything: the title, the visuals, the layout, the CTA, and so on.

Optimizing a landing page, the website’s homepage, or a product page is painstaking work. There are numerous micro-actions which can increase the chance of lead conversion by playing with the perceptions, emotions and browsing habits of your visitors. If you’re familiar with these details you can improve your results and develop a sense of trust between your brand and your future sales leads.

Our Kwanko team can help you with lead generation and graphic design for your performance marketing campaigns. Take a look at our offers and contact our team for more information.

Thanks to lead nurturing, you can turn your leads into customers. There is nothing magical about this promise – it’s just method and a good dose of inventiveness. Lead nurturing is about identifying and growing your prospects to encourage them to buy when they’re ready.

It’s a strategy that can take time and it requires a totally personalized and high-level user experience. This is because most people who visit your website are far from ready to buy.

In B2B, the decision to purchase can take weeks – or even months. Not to mention that many people are involved in the purchasing process. Lead nurturing allows you to intervene at the right time, with the right content, to stay connected with your prospects. And if all goes well, when they’re ready to make a purchase, you’ll be the first on their list.

Step one of Lead Nurturing: Prepare the Ground

Like any strategy, lead generation requires preparation. Before you begin, it’s important to know who to talk to. Who are your targets? Have you created your buyer personas? Do you know what your prospects’ expectations are? Why would they be interested in your offer or your products?

This preliminary work of documentation and research allows you to build solid foundations. This work is based on three levers:

Then, all you have to do is identify all your contact points. There can be hundreds of ways to access your brand, including social networks, your website, messaging applications, customer support, Google, Yelp or TripAdvisor reviews, Google Play marketplace, Amazon and the AppStore. Listing them is a way of making sure they’re under control and included in your lead generation strategy.

Step Two: Search for and Collect Leads

To get customers who visit your website to spend their money, they first have to go through a whole series of successive steps. The first step, lead gathering, is the most important.

The more leads you have, the higher the chances are that these leads will turn into customers in the days, weeks or months to come according to your schedule.

As part of a good inbound marketing strategy, leads must be able to come directly to you at the moment they decide. Marketers have several online levers for this purpose, including:

Step three: work your leads

Your prospects are sensitive, young, inconsistent, have short attention spans and are surfing from one thing to another on the Internet. They don’t know you very well and may abandon you on the spur of the moment, or because they think one of your actions was inappropriate. So, you need to take care of them. Lead nurturing is like gardening. Your leads are like young shoots that need to be nurtured with care, firmly attached to a stake and planted in fertile soil. In order to do this, you must teach them and educate them, but also inspire them to dream, entertain them and inform them.

You need to find a balanced rhythm of publication – too much information, and you’ll come across as a stalker, not enough information, and you’ll end up being forgotten. The content must be adapted and above all, customized according to the expectations of your segments and according to their places in the conversion funnel. You can’t talk to a young prospect in the same way as you would to someone you’ve been “working” for weeks.

Finally, don’t forget to diversify your content and to adapt your storytelling, because there’s a wide choice of communication channels available: emailing, social networks, advertisements, telephone contacts, informal meetings, online demonstrations, videos…

Lead nurturing can occasionally be done manually with some very high-value leads in VIP mode, but most of the time, marketing automation tools will be your greatest allies. By automating basic tasks such as sending emails, these tools let you focus on what you do best – creating value. Also, consider setting up automation scenarios that match the steps in your sales funnel.

Lead nurturing is essential for boosting your online marketing strategy. It’s a customized approach that relies heavily on the relevance of your content and the scripts you’ve written in advance. A winning approach that turns prospects into customers!