The marketing process has drastically changed in the last couple of years. The introduction of online sales was a huge disruption. Now even the smallest businesses can compete with the big corporate entities. The increase of competition has forced marketers to search for new ways to reach their customers and share their message. The increased competition has also influenced the consumers’ minds. The 21st century consumer doesn’t want to receive tons of spam mails and commercial offers.
Today, consumers have the power to follow their instinct and interest and find the best products and services by themselves. In this equation, the position of the company and its marketing department have become tougher. Before, their main task was to spread their offer as far as they could. Now, they need to work on improving their content and conversion so that they can build a continuous relationship with buyers.
Every modern marketer knows a thing or two about the sales funnel. Unfortunately, a huge part of marketing professionals have problems with creating it. Instead, they focus on mass advertising and spend thousands or even millions of dollars to create leads and establish the first contact. Without efficient conversion, these investments, won’t bring the desired ROI.
Still, even in the web content age, successful marketing still requires large investments. Marketers need to invest their time, money and expertise into creating advanced strategies. Oddly enough, today, finding the money is the easiest part. There are gazillions of different loan offers for startups including Bad Credit Loans, for marketers who had financial troubles in the past. Finding innovative strategies and approaches to the old marketing issues is a much bigger challenge. But even that’s easily achievable, for professionals who know how to personalize their campaigns.
The most recent marketing transformation has shifted the focus from company representation to customer representation and from mass advertising to one on one targeting. In this article, we’re going to follow this new trend and determine the three most efficient strategies for targeting qualified leads on the modern market.
Focusing on social networks convert more easily
If social media is your main source of marketing leads, you should optimize your approach to get more qualified leads. Every network has a different audience. For example, if you have an online course website, you should focus on LinkedIn. Although your content might get much more likes and clicks on Facebook and Twitter, LinkedIn will bring you more qualified leads, and therefore more buyers.
Since this is the network for business people, they are always searching for a way to improve their career prospects. A certification from an online course will improve their results and LinkedIn profiles. By choosing the right social network, you’ll be able to connect with the most valuable leads, who are in need of the services your business has to offer.
Facebook and Twitter, on the other hand, are networks where people go when they want to kill time and to get informed. These types of platforms are much better for advertising retail sales or anything else that will bring an instant benefit to the customer. Of course, this doesn’t mean that marketers should only focus on the network that provides the best conversion rates. Their strategy can cover all social networks, but they should only prioritize the most efficient ones.
Calls to action and forms at the end of each blog post
Every lead-generating blog post has a few mandatory parts. It needs to have an enticing headline, interesting content, striking visuals and the call to action in the end. The call to action can be a button that leads readers to another page, or it can be the form with input fields that will initiate the first contact between the company and the reader.
It doesn’t need to be an order form. Companies shouldn’t insist that readers leave too much personal information. A mail input field is enough, and all other communication can be shifted to this channel. Sometimes, marketers need to offer something in return to the readers, to motivate them to fill in the form. It can be a small discount, an eBook or a niche-specific advice or analysis.
Even the marketers who are so confident in the quality of their blog posts, and think that they should skip the classic conversion steps and go straight to the order form, should ask only for the necessary information from their readers. For online purchases this will be:
- First and last name;
- Card number and expiration date or a PayPal email;
- Email address to confirm the purchase;
Make the conversion more personal
We’ve already mentioned the popularity of one on one targeting and communication. Marketers should know who their buyers are so that they can tailor their content and messages to the wishes and needs of their targeted audience. Before building the sales funnel, the marketer needs to create several buyer personas, for whom they will personalize their whole marketing strategy.
If you use the blog post forms that we’ve mentioned in the previous paragraph; you can check what type of content your lead reads. This information will help you to personalize your emails and provide the best possible offer. Since most consumers want to receive the information in a short notice, you should always have several email templates prepared.
Sometimes it’s also very useful to offer some free products or services to leads, so you can gain their trust and convert them to customers more easily. It can be a simple advice, affordable service or the product sample. Consumers respect the marketers and customer service professionals, who are ready to go a step further to make a good first impression and create a strong customer relationship.
Many marketers use the same sales funnel for years. In the digital world, the market is constantly changing. Successful lead generation strategy requires constant testing. These audits should include social media profiles, blog posts, website banners, forms and call to action buttons. When testing the efficiency of these marketing elements, you should always focus on the end result. Don’t be misguided by the number of leads your content is generating. Instead, you should measure their conversion rate and focus on customers, who have passed through the sales funnel. By emphasizing the conversion of your website, you’ll make sure that every contact you make online will lead to purchase and that’s what searching for quality leads is all about.
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