Nobody needs to be convinced that collecting leads is a central issue for brands. On the other hand, the way of searching and activating your prospects can vary considerably from an advertiser to another. What counts is not just the number of leads, but above all their quality and their willingness to engage with you.
To optimise your marketing strategy and reduce unnecessary expenditure, it’s time to move to performance lead generation. This means not spending more, but spending better to maximise your business efficiency. We will take you through how it’s done in 5 main points.
Increase your strength with omnichannel
With the advent of digital technology, the points of contact between a brand and its customers have multiplied. Websites, consumer forums, social networks, mobile applications, review and cashback sites, physical stores, trade shows, event operations, etc. We are in the omnichannel era now, and data convergence is essential to coordinate campaigns effectively. We must incorporate customer experience if we want to generate performance leads.
In order to achieve this, you need to build (on your own, with an agency or with an expert partner in this field) a relevant strategy to collect the right leads in the right places, avoid duplication and optimise data quality in compliance with the GDPR. With omnichannel, data comes from everywhere. It’s up to you to coordinate it in order to unify your prospects and send your message to them in the good channel.
Be a perfectionist and look after your prospects
Done is better than perfect.
While this famous American expression remains relevant in many cases, it doesn’t necessarily apply to lead collection. In fact, you’re far from being the only lead collector and the market is extremely competitive. The result is that a single detail may sway a potential customer away from a competitor and to you instead. This is the case, for example, when a link doesn’t work, or there’s a 404 error, a site that isn’t optimised for mobiles, pages that are slow to load, non-existant or badly organised call-to-actions, etc.
There are many solutions for avoiding these problems:
- Conduct in-depth quality checks into every aspect of the site or campaigns. This kind of work needs to be multidisciplinary, because a web developer will not be the most qualified to proofread the contents of your site, for example. Remember to check the spelling, the quality of the English, the design, and run tests on all browsers, etc.
- Implement A/B testing campaigns to begin the process of continuous improvement. This enables you to make small changes to support the prospect until they are converted into a customer.
- Request feedback from users asking them to report any problems, whether it be on your site, your landing page, your mobile application, in your marketing emails, etc. This is a great way to co-build with your community.
Invest in chatbots
Accessible 365 days a year, day and night, chatbots are a useful tool to collect leads, pre-categorising questions and guiding potential customers. For successful deployment, you need to focus on writing scenarios, the choice of keywords and choose the right AI engine to run the chatbots.
This is an innovative acquisition tool that is multiplatform and can be easily activated from a website or social network. Collecting the right data will also help you take better stock of the feedback in the field and improve your products.
Make allies and join forces.
Unity is strength.
In marketing terms, it is called co-registration when two advertisers run a campaign together. They often have complementary markets and can both benefit from the exchange of information for personalised targeting and better quality data.
Joining forces with another brand enables you to expand your audience, whether it is through creating a contest, a promotional offer, a demonstration or additional free services.
Optimise your social campaigns
You cannot ignore social networks when it comes to collect performance leads. A well-managed advertising campaign can be a powerful tool. Advertisers can use Facebook or Instagram to share their messages. By paying only on results, social advertising offers a new marketing relay to collect and categorise your prospects.
It is also a good way to develop your community and raise brand awareness with as many people as possible.
Performance lead generation is a paradigm shift for advertisers. It is no longer a question of spending on multiple channels and merely hoping for a providential return on investment. Now it is all about focusing on what pays off. Basically, it’s all about performing well!
If you want to feed your sales force, then entrust us with your lead acquisition project.
Every marketer tries to find leads online. However, to avoid wasting time, money and energy on useless activity, this is a task that needs significant background work. First, you have to work out your environment, market and competition. Then, you need to create buyer personas to represent your clients’ profiles. Finally, you must set up a client journey covering all key stages from discovery to conversion. Once everything is in place, you can begin.
More leads for more conversion potential
The more people there are in your pipeline, the more potential clients you have. It’s also a good way to assess the quality of your leads. If the conversion rate plummets after a campaign, this means your advertising activity generated poor leads.
You also have to balance leads for different channels. In an omnichannel context, you no longer focus on a single advertising and communications channel. Time and resources are needed to generate and cross-check diverse leads that can be actioned and converted into clients. To do this, you need tools and a strategy for careful, precise data management, while also scrupulously following the rules imposed by the GDPR.
More leads for more actionable data
The more leads you have, the more you can make suitable decisions with the help of useful data. More leads mean more website visitors, more newsletter subscribers, more platform users, etc. This volume is important as it is a good basis for ongoing A/B testing. By offering two versions of the same page, a brand can test out a new product or service among leads. This is a good way to invest in approaches that really work.
The best example is that of French cosmetics brand Merci Handy. It uses social media in an original way, creating faux products or products that are not yet ready or distributed. It invests in social media publicity for them so they are exposed to as many people as possible. The reaction (click rate, bounce rate and adds to basket) is like a live feasibility study for the brand with easily adaptable quick tests and low budgets. Clients who check out are never debited as the product isn’t available. However, they are rewarded with gifts and special offers to thank them for their willingness to purchase.
More leads for better lead qualification
When you have lots of leads, you can hone the client journey. Critical steps, sticking points and conversion catalysts can be identified. It’s important to score each lead — ideally, automatically — according to interactions with touchpoints. This way, an MQL (marketing qualified lead) can be turned into an SQL (sales qualified lead), then processed by a salesperson or account manager.
Carefully qualifying leads is common practice in B2B, where buying cycles can be long. It also works in B2C, especially thanks to controlled buyer personas and behavioural levers to act on. The better messages are adjusted to the right target, the more conversion potential there is.
More leads for higher turnover
If all the processes are in place, it’s time to do a sum: how many leads does it take to get a client?
To work it out, start with the goal and work backwards: 1 client can take 10 SQLs, which need 80 MQLs, which need 200 contacts, etc.
So, if you want more clients, you need more leads. This means using per-channel strategies to suit the characteristics and expectations of buyer personas. Some will be more sensitive to consumer reviews, while others prefer influencer marketing, affiliate marketing or shared online content. What counts is being able to send out the right message, at the right time, on the right channel and to the right person.
Although lead quality is important, you shouldn’t forget quantity. Here, performance marketing can make a difference as it combines quality and quantity with a controlled budget. Every advertiser can keep control of their resources and undertake a lead-generation strategy with clear and transparent KPIs.
Contact our expert lead generation team: they look forward to hearing from you!
Summer is traditionally a quieter time for businesses. At least it is for some businesses, because the world keeps turning! B2B businesses prepare for September and optimise their strategy: work continues, except perhaps during the first two weeks of August. For B2C businesses, consumers remain clients even when they’re on holiday. Developing visibility during the summer is a good way to strengthen advertisers’ branding, credibility and reputation. And there are lots of ways to maintain your lead flow. Examples.
Manage your website
Even if your teams are on holiday, your website shouldn’t be. Not only should it be accessible and up-to-date, it should also be optimised for your summer visitors. It’s important to update your website’s content, to publish news on a regular basis, to highlight special offers and, above all, to ensure that your website remains active. The worst thing you can do? Leaving information on the website about events which have already happened, offers which are no longer valid and products which are no longer available.
Summer is also a good time to work on optimising your website with A/B testing tools. By creating two versions of the same page, you can work on various adjustments which will make your tools more efficient and more effective.
A well designed online advertising campaign can work almost automatically. Once your visuals have been created and your campaigns set up, the leads arrive on a specially designed landing page. Use retargeting to follow up on leads which aren’t converted. Leads which are converted then enter processes of automation and scoring with personalised content and an approach which adapts to their behaviour. In this way, the most active leads will be approached automatically. All of this is done seamlessly and without any human intervention to maintain lead flow even during the summer.
Prepare original content in advance
With inbound marketing, you make clients come to you. The secret to success: content, well-defined target audiences with well-developed personas and an optimised customer experience. To do this, you can prepare newsletters in advance which will be sent at regular intervals. You should also create blog articles: published throughout the summer and shared automatically on social media.
In the summer, nobody wants to read the kind of content which is published during the rest of the year. It’s not unusual to change things up to create summer edition content. The idea is to take a step back and to focus less on the operational details. White papers and applications which have been specially designed to be read and used in summer, with fewer details and more interaction (games, quizzes, tests, etc.), are relevant for people at the beach, on planes or by the pool.
Don’t overlook social media
People take their smartphones on holiday. Of course, smartphones are synonymous with social media. To maintain your reach, you need to ensure a continuous presence on social media. In summer, you can play with newsjacking, using publications with a more playful tone and content which is easy to reuse and recycle. It’s what we call evergreen content.
What’s more, advertising on social networks remains a safe bet when it comes to expanding your audience. All the more so given that you can use geolocation to geographically target tourists who travel to your area. It’s always useful as part of a web-to-store approach for retailers who have bricks and mortar stores. Depending on your location (sea, mountains, city, etc.), you can adapt your offering to these visitors’ needs. Lastly, social media is useful for publicising competitions and attracting potential clients.
Business is done differently in summer. With the right tools and a little creativity, it’s not too difficult to maintain your lead flow. Focus on people and techniques which can work on your behalf, including automation. Try influencers and affiliation marketing, for example. If you plan ahead, your business can continue (almost) as usual, even while you’re relaxing in the sunshine! If you have any questions after reading this article, contact our Kwanko experts!
Good lead acquisition is the product of a strong lead generation strategy. The goal is to help people get to know your brand in order to attract visitors to your digital touchpoints. To do this, it’s important to know who to talk to and what to say: the great challenge of targeting. Creating buyer personas lets you collect all the information you need to provide the right people with precise, targeted content. Once this preliminary work is complete, it’s time to identify and get to know the most effective tools for lead acquisition. Though these can vary according to industry and customer type (B2B or B2C), most organisations generally have the same classification systems. Illustrations.
Affiliate marketing: for guaranteed performance.
Email marketing: the bedrock for a strong affiliate campaign
Email marketing is the first lead acquisition tool to put into motion. One advantage of entrusting an affiliate platform with a campaign is the fact that they have a qualified database network that adheres to partner opt-in regulations. This lead acquisition tool yields excellent results as our customers can attest to.
Influence marketing aims broadly, with the general goal of increasing brand exposure. This either entails working towards a branding goal (using influencers) or a conversion goal using micro-influencers and nano-influencers. Influence marketing aims to leverage the community-building potential of influencers, who share their lives or passions on platforms such as Instagram, YouTube, and Facebook. Influencers exist in many areas, including wellbeing, sport, travel, and cooking. However, we must not forget to take a more professional approach in the B2B space. LinkedIn is home to a number of B2B influencers, speakers, distinguished professionals or researchers.
Spread your advertising message with display marketing
Display marketing entails using third-party sites to advertise and promote your brand. Don’t forget to comprise the advertising inserts to which space is dedicated to content production websites. There are also specially designed webpage layout systems, which can include videos. You need to know which tend to be used in event-based marketing. It could be the release of a new product or film or the announcement of an upcoming occasion. When a visitor clicks on an ad, they are redirected to a landing page that gives them all the information they need. Each landing page includes a CTA, which allows marketers to measure conversion rates.
Social networks: high-performance lead acquisition tools
Two main approaches for social media management. First, there is organic content. For advertisers, regularly publishing new content boosts interaction and sharing, while transforming social networks into a space for communication. Varied content is the key to success: third-party articles, native video, images, photo albums, GIFs, long and short-form posts, etc. However, when reach starts to decline, marketers tend to need to start paying to expand their sphere of influence.
For an effective tool for lead acquisition growth use SMA (social media advertising). Advertising on social platforms allows marketers to reach their exact target audiences and gain new visitors who may then grow into prospects. Campaign success also depends heavily on knowing your buyer personas, as well as on design quality.
Paid and organic SEO
Most requests often start with a search engine. This is why advertisers must optimise their SEO to include relevant, regularly updated content. Page loading times, responsive design and site security must also be monitored.
However, because competition is high, marketers can also generate leads through paid SEO (SEA, or Search Engine Advertising) and position themselves on specific keywords. Very useful for generating more traffic and making your brand known. But it can become expensive. The auctioning system increases keyword pricing according to how frequently they are searched for.
Acquiring new prospects is a top priority for service marketing. This is a constantly evolving strategy that updates and renews your prospect base while consolidating your brand image. Let the Kwanko team take care of your lead acquisition project!
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.
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:
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.).
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.
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:
Don’t test your mobile site using just one size, one browser or one OS. A four-inch iPhone SE running Safari with iOS 11 will produce a different result to a Galaxy Note9 running Firefox with the latest version of Android. Properly implementing responsive design requires extreme attention to details.
Menu and navigation
Beyond displaying content, how does your menu behave? Unfortunately, it is far too often the case that the menu is hard to read, or the text overlaps, making your landing page unusable. A final thought about the menu: is it really useful to have a hamburger menu or a slider which has been proven ineffective by study after study?
Are your key messages clearly visible above the fold? Between banners for cookies, GDPR warnings and certain advertisements or pop-ups offering newsletter subscriptions, content is sometimes drowned out by a number of irritating layers which don’t encourage the user to keep browsing.
Things have to be quick on the web. Even on mobile and even with limited network capacity. Optimize loading speed as much as possible by reducing the file size of photos, blocking autoplay videos on mobile, facilitating caching, and testing optimized formats such as AMP (Accelerated Mobile Pages), a page accelerator on mobile phones. Remember that a loading test performed in a city center with 4G is not necessarily representative of the reality experienced by potential sales leads.
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.
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.
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 – its just method and a good dose of inventiveness. Lead nurturing is about identifying and growing your prospects to encourage them to buy when theyre 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 theyre ready to make a purchase, youll be the first on their list.
Step one of Lead Nurturing: Prepare the Ground
Like any strategy, lead generation requires preparation. Before you begin, its 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:
- Share your strategic objectives and your values, and make sure theyre clearly understood.
- Clearly define your key performance indicators (KPIs) in order to measure your return on investment.
- Have the right (internal or external) resources and make sure that everyone is well trained and aligned with the strategy you want to implement.
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 theyre 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:
- A good natural presence: effective referencing, relevant content, a network of influencers to relay your message…
- A targeted advertising approach: native advertising and display advertising, sponsored research results, advertising on social networks…
- Personalized content: landing pages that are adapted to visitors paths, targeted email campaigns, tested and optimized web pages…
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 dont 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 youll come across as a stalker, not enough information, and youll 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 cant talk to a young prospect in the same way as you would to someone youve been working for weeks.
Finally, dont forget to diversify your content and to adapt your storytelling, because theres 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. Its a customized approach that relies heavily on the relevance of your content and the scripts youve written in advance. A winning approach that turns prospects into customers!