3 Top Lead Generation Techniques
Have you ever wondered why email marketing brings such high ROI and why so many companies consider it their top online marketing channel?
Well, it’s simply because email marketing is designed to generate leads. First, you have the double opt-in process, which means that only the people who are really interested in your offer subscribe to your newsletter. Second, you can carefully segment your list and engage your audience through thoroughly personalized messages.
In fact, you can plan your subscription process in detail and gradually turn your subscribers into satisfied customers/brand ambassadors eagerly leaving positive reviews and spreading the good word about your business.
Now you know what makes email marketing so effective. But do you know what to do in order to unlock its potential?
We have selected a few tips that will help you get the most of your email marketing.
1. Triggered Emails
To personalize your campaigns, be sure to build triggered emails into your email programs. These emails should be prompted by behavior that indicates buying intent.
For example, when someone clicks through on an email that contained a case study or customer tes- timonial, it’s a smart move to build a trigger email that follows up the next day with more information about your product.
Triggered emails are the cornerstone of personalized marketing and lead nurturing, which is why 87 percent of consumers buy more from retailers who excel at personalization. Building trigger emails means you’re creating marketing that actually adjusts to the way your audience behaves.
2. Evergreen Content
Whether it’s an annual buyer’s guide or a series of in-depth how-to’s, you need to develop some premier content and gate it behind a form. This type of media is critical to lead generation, because it invites your audience to exchange their information for your content, thereby helping you build and refine your database.
At its best, this type of media is referred to as evergreen content because the value of the media remains for a substantial amount of time. If you choose your topics carefully, then you should be able to write an updated version of the long form content every year.
According to content marketing expert Pam Neely, the first thing to do is to choose the right topic for your lead magnet. Get that right, and half the battle is won.
There are 3 essential questions you have to answer to choose a topic for your lead magnet.
- What topics do your ideal customers or clients want to know about?
- What topics would be easiest for you to create a lead magnet about?
- What content format would be the best way to deliver that information?
Pam also provides 10 proven lead magnet ideas:
- Video course that can be accessed all at once.
- Video course delivered via autoresponder, say for 10 days.
- Infographic so useful they’ll want to stick on their refrigerator or office wall.
- Calendar (like a CEO to-do list calendar).
- Gear list (e.g., Top 5 Content Marketing Tools for Your Business)
- Checklist, cheat sheets, flowcharts, or process charts that explain how to do something that needs to be done more than once.
- A how-to ebook in PDF format.
- Half hour consultation. This one is excellent for coaches or consultants.
- Coupon (if you’re a retailer or a local business, this is for you). Coupons can be for 10 percent off, for free shipping, for a free cup of coffee… you get the idea.
- Free tickets to a special event (best for local businesses).
Evergreen content is how you break through the wall of noise created by the 88 percent of marketers who are also using media as a form of marketing.
Whether you outsource the project to a professional writer or simply spend extra time creating the piece yourself, you simply must invest in excellent long-form content to differentiate your brand and drive form signups to build your database.
Evergreen content is an excellent way to build your lead database; triggered emails and nurture programs are an effective method for converting leads into customers. But what about queuing up opportunities at the very top of your marketing funnel?
That’s where co-marketing comes in.
It can be difficult to build an audience when you’re just beginning your lead generation program. One of the best methods for expediting the growth of your database is to partner with an organization that appeals to your ideal customers without actually competing with your business.
Once you’ve drawn up a short list of potential partners, it’s time to add value.
Do you have expertise that their audience would appreciate?
Can you address a certain topic from a new perspective?
Keep these angles in mind when crafting your pitch to potential partners, because you’ll need to bring something to the table to make the deal worthwhile for both parties.
I hope you will benefit from these 3 short and simple tips on lead generation techniques.
If you love it or at least like it, do share this article with your network as someone else may benefit from it too ya. Cheers!
Ari Tumijo is a freelance digital marketer and affiliate marketer, and was previously a full-time Brand Consulting Practice Executive as well as Head of its Digital Strategies with Rayan Daniyal Consulting (RDC) brand practice. He possesses 5 years of digital marketing experience and this website is the result of his continuous seeking and sharing of knowledge. With RDC, he was responsible for developing the solutions for clients seeking to improve their digital presence and brand equity in the social media space. In addition to account servicing role, Ari was also involved in business development for Brand Capital, a subsidiary brand of RDC. He has a Diploma in Mechatronics Engineering and spent his early career years in F&B Management and Semi-conductor industry.