Tag Archives: lead generation

Nicola Peaty

How to create a successful landing page.

By Nicola Peaty

Landing pages have become a great tool for marketers, created for specific marketing objectives. The two main purposes for landing pages are 1. a funnel path to convert leads and 2. data collection within a lead generation campaign. Both require simple but effective pages in order to achieve the desired results. Below are some tips and examples of how to create successful landing pages:

* Eye-catching headine. As with all things online, you don’t have much time to grab visitors’ attention, so make sure your headline communicates exactly what you are offering. Whether it be a promotion for a new product line or the heading for a particular article, be bold and be clear.

GROUPON is simplicity at its best. They’ve used a striking block colour, with a bright contrasting image. The data capture shows how simple it has to be in order to collect basic details.

groupon-2

MAILCHIMP is a great example of a clear heading, catchy image and an obvious call to action.

MailChimp-Landing-Page-1024x760

 

*Keep the message clear. Visitors landing on the page should be able to quickly determine the value of your proposition. The main point is to give them compelling and succinct information which encourages them to click through or give their details. Use bullet points to list the main benefits so that it’s quick and easy for a visitor to scan and deduce why they should move closer to a consumer decision.

NETFLIX landing page shows how to communicate a lot of information is a neat and easy format. The visitor can see exactly how the process works with the short one word headings across the bottom together with brief copy with an exemplary image. The family photo, FREE TRIAL circle and simple data capture form pulls it altogether nicely, encouraging visitors to sign up.

netflix-landing
GIFTCARD is a beautifully branded and effective page. Four bullet points is all it takes to explain how it works and with an obvious, but not in your face, button to send a gift card.

gift card examples-of-great-landing-pages

 

* Funnel where you want them to go. This means avoiding too many links on one landing page, with different messages which could confuse and lose visitors. If you keep it simple then one or two effective ‘sign ups’ or ‘click heres’ should work and funnel the visitors exactly where you want them.

UK Digital Cameras landing page has quite a lot of content and yet it is still easy to understand there are two options which would funnel visitors according to their specific needs. You can either get a quote for an old camera or buy a new camera with an offer on a particular model.

UKDigitalCameras1

 

* Incentivise well. Competitions and prizes are great for landing pages. Make sure the offer is simple, clear and enticing. Know your market and create the design and impact accordingly. Using Facebook as your funnel through page can also build your social media audience.

The International Make-up Academy landing page is perfectly designed and branded for its target market with one striking image. ‘Enter’ and ‘Like’ are the two calls to action and the 500 voucher is stated clearly in the succinct copy.

FB comp-landing-pages-tima

 

* Be creative. This is your chance to hit your market with something compelling that engages them and convinces them to take the next step along their visitor journey. Knowing your audience will allow you to decide the appropriate tone and impact of your design and message.

Coca Cola created a page to attract youth apprentices. They added the bonus of a $5000 incentive for nominations. But they didn’t stop there. Possibly as this was targeted at a young market, they included a video of the ‘most outrageous way to share a coke’. I doubt many visitors resisted the urge to click and view and just have a bit of fun.

Cola landing pageimage

In summary, landing pages can be effective, without being complicated. Keep the message and design clear and simple and you will enhance the chances of achieving your required results. Know exactly what your objective is, your target market and match your proposition with creativity and purpose. Not forgetting to capture and funnel leads by simple calls to action.



How to grow your business with social media



Nicola Peaty

How to generate leads for your business.

By Nicola Peaty

lead genGenerating leads for your business is the fundamental criteria for success or failure. However, it is all about quality leads not just quantity. There is much more sophistication in the art of the various lead processes in terms of generation, nurturing, demand, qualification and conversion. Marketers have to combine strategic planning with tactical execution and focus on progressing new prospects to delivering sales-ready leads. So before marketers get stuck into the array of lead generation possibilities, you must have the following in place: 1. agreed company objectives including target markets and measures; 2. the appropriate systems eg prospect database, CRM, marketing automation; 3. cohesive teams with the same aims and understanding especially sales and marketing; 4. plans to progress leads down the marketing funnel and towards sales conversion; Next it’s down to the marketing team to plan the ‘who’, ‘what’, ‘where’, ‘when’ and ‘how’ in terms of targeting, promotions, messages and execution. Below is our top list of recommended ways to source new leads. These are by no means exhaustive and each must be considered as to their relevance and value in accordance with the set objectives and type of market. referralsReferrals: Even a young company will have some kind of customer or associate relations which they can utilise to leverage potential new leads. Tap into existing contacts who you can trust and who will positively promote your business in order to open a few new doors. Linked In is a great B2B network for quality professionals who can help you ‘connect’ with potential new customers. For more established companies, hopefully with some solid customer relations, ask them to give their testimonials and refer possible contacts who they believe could benefit from your services. Peer reviews go a long way to adding credibility and reassurance for prospective customers. Choose your advocate clients who you know can champion your company and products and would be willing to make the effort to refer you to others. Reward schemes can help incentivise customers to ‘refer a friend’, but monitor and assess the quality of the lead referred to ensure they are relevant and not just a way of accessing the reward on offer! Alliance partnerships: Similar to referrals in a way, by joining up with business partners who compliment and don’t compete, you can generate leads both ways to help each other. It does depend on mutual trust and willing, but it makes sense that both parties can benefit if the customer is relevant to both companies. For example, in the wedding industry, bridal wear shops can refer to florists and cake makers without competing, in the agreement, that they will refer them as well. Events: These are the opportunities to bring your company to life and give a face to the brand. Not everyone enjoys events, so it’s important to select the right person to represent the company in the best way and to achieve the desired result. Networking groups help both new and established companies, whether you are just starting to promote yourself or targeting specific types of contacts. (See our blog on Top Tips for Successful Networking). Not everyone enjoys Tradeshows can be hit or miss and it’s all about the preparation and execution. Ensure the right type of prospects will be attending so that it’s not a complete waste of time and effort. Exhibition stands are only successful if they have skilled people manning the stand who know how to attract visitors among all the other stands fighting for their attention. Once a visitor has engaged, it’s all about having the right message and promotion. speechA great way to convey your brand as a voice of authority and as an industry expert is to give a specialist talk either at a trade seminar or by creating your own session. Choosing a topic that will advise or give insightful detail and opinion will hopefully generate new interest and therefore potential new customers. Whatever your approach to events, make sure you have contact capture forms ready and follow up post event with email, call or meetings as agreed. Search traffic: How often do we all go straight to Google when first looking for a product or service? Whether it is searching locally for a company or fact finding for specific details, the search engine is the major source of potential online prospects at the very beginning of the ‘lead funnel’ for marketers. You have a choice of SEO, SEM and PPC, but in order for you to attract quality traffic, it is essential to use specific keywords and terms that will match what your prospects are using when searching for your type of product. Avoid generic terms that will only cost you more, compete with the big players and not necessarily deliver qualified leads. Include details that will help produce the best result and match for the prospect in search, for example product specifications and location of company. Ensure you have the matching content ready and in place on your website including tailored landing pages. Visitors want to be able to click on a link that takes them directly to the information they are searching for (and not the homepage), otherwise you will lose them very quickly. Content: Great content can be used in many ways to attract new leads. By writing and/or speaking about topics which leads are interested in and searching for, you can become the source for fact, opinion, advice and the latest developments for your market. As long as the content is relevant, of value and targeting the specific type of leads, your content marketing plan can be very powerful as a lead generator. (See our blog on How to write content for your audience.) Social Media: Integrating your social media messages and promotions with great content can help drive traffic to your site and generate new leads. Getting likes, shares and +1s will build your audience organically. Remember to be creative and use visuals and videos as well to stand out, attract attention and even go viral. (see our blogs on Google +,  Twitter, Pinterest, Facebook and video.) Use social media as a way to monitor discussions and get involved with your expert input, so that you can build your profile and raise awareness. You can then attract new followers and start customer interaction to nurture new leads. This takes time and effort so use a dedicated resource to keep track of any leads generated and how to progress them further down the ‘marketing funnel’. Contact details: This includes both yours and your leads. First make sure that you have company contact details at all lead touch points, so that they are able to get in touch should they have any initial fact finding questions or enquiries. Include as many ways for the prospect to make contact eg email, tel, online form, and ensure you respond in time with at least an acknowledgment or with the full details to their query. Make sure you also have data capture points for all new leads, whether that be online, face to face at an event or with a telephone enquiry. Start with the minimal basics and grow the details as you have more interaction. Offer incentives for leads to give more details eg to download information or for certain promotions. The idea is to build profiles and intelligence about your leads in order for targeted marketing. Automated email marketing is a good way to filter leads and build intelligence by a sequence of emails which contain specific information. Different emails are triggered according to how leads respond to each email and thereby tailoring content to their needs. It is essential to keep all captured contact data up-to-date so that you are able to manage your marketing effectively and segment the leads according to their specific needs and requirements. Once you’ve done the hard work in generating a new lead, you can then progress the lead according to your nurture and conversion plans.

lead gen funnel How to grow your business with social media

Nicola Peaty

What is demand generation and why does it matter?

By Nicola Peaty

leads to prospectsHow can we create a genuine demand for our products/services? This is the all important question most companies ask their marketing department. This is where demand generation plays a key role. It’s much more that raising general brand awareness and goes into more strategic, longer term aspirations for building customer relationships.

Demand generation engages and nurtures quality leads that can be passed onto the sales department to convert to actual purchases. Campaigns have to be thought through and focused on a target audience with a specific product/service. The process and communications must be based on an understanding of what the buyer needs and how your product/service matches their requirements.

The first stage is to build a knowledge of the target market for your particular product/service. This can be based on research or an analysis of customer trends, and should give you a clear picture of what these customers are looking for. This way, you can focus your messaging and personalise your communications as much as possible.

Data management throughout the marketing process, will allow you to track your target contacts from initial selection through to how they respond to content and nurturing and assess whether you are ‘connecting’ in a positive way in order to move them closer to the final buying stage. All intelligence gained throughout the campaign should be captured for both positive and negative outcomes as a learning for your chosen target market. If unsure of potential offers or outcomes, you can always test reactions by splitting lists with different offers and analysing the results for future reference.

Content marketing comes into its own when strategically planning demand generation. Messaging will be specific to the goal in mind, whether that be promoting a new product, re-engaging lapsed customers or upselling to loyal customers. Together with the knowledge acquired about your target prospects, content should play to their interests and inform and excite them about what you have to offer them. This is where quality content delivered using the appropriate channels will reap far better rewards than generic mass marketing via blanket emails or advertising.

Another crucial part of demand generation is nurturing the prospects. This means keeping a close eye on them and tracking their responses, engaging with them through conversation and interaction and responding when necessary. Reports, ebooks, blogs and webinars are great tactics at delivering key information and encouraging a response and questions, which will help to build an understanding of both what they need and your relationship with them. All the while through this process you are aiming to personalise more content, time the right sort of communications and determine when the prospects are qualifying to become ‘sales ready’.

A critical success factor in demand generation also relies on the way in which marketing and sales work together. In order for marketing to pass on qualified leads to sales, there must be a certain ‘status’ which has been reached by the lead and agreed by both departments at the start of the process. According to the campaign objective, the prospect should meet the agreed criteria by which they were first selected, and have responded with actions and behaviour throughout the campaign according to the predetermined goals.

The measurement of success will rely on how well you manage your data, set out your success criteria, engage the right messages with the right prospects and pass to sales at the optimum point at which the lead is ready to purchase. A full analysis of the campaign will identify areas for improvement, points which reaped great response and potential messages/offers which generated the least reaction. This learning can obviously then feed into future campaigns, where you can possibly short cut the process or indeed spend more time on nurturing a lead.

The ‘obvious’ return on investment can be measured by the amount spent on marketing the campaign versus the sales generated at the end. However, this should factor in previous experience of this type of campaign and with the chosen target market. Budgeting and forecasts should become more accurate following more campaigns and a deeper understanding of the market and trends.
Below is a chosen infographic which helps demonstrate the main stages in the demand generation process:

demandgenprogram
Please refer to associated blogs:
Content for your audience: http://www.vgandassociates.com/how-to-write-content-for-your-audience/
Sales and marketing: http://www.vgandassociates.com/top-tips-how-to-build-a-more-productive-marketing-sales-relationship/

How to grow your business with social media



Nicola Peaty

The Dos and Don’ts when using LinkedIn as a marketing tool.

By Nicola Peaty

LinkedInNetoworlProfileSocial media platforms like Facebook and Twitter tend to market to consumers who are already familiar with the company and its products/services, and can potentially mix up the tone and content of their marketing messages. LinkedIn is a purely professional social network. LinkedIn concentrates on business networking by building useful contacts and leads which can influence their company and convert into paying customers.

Here are some ‘Dos’ and ‘Don’ts’ to get you to get your business started using LinkedIn:

Do: Create your company page in line with your brand. It should be an extension of your website in terms of how it looks and what you say.
Do: Ensure all employees have created their profile on LinkedIn. They should include details about their current role and how they help your company, complimentary references, job history and experience and a suitable photo. The summary part is very important and gives ‘outsiders’ an insight into the people behind the company, so ensure this is done with careful consideration.
Don’t: Blatant promotions will not go down well on LinkedIn. This is a professional platform which conforms better with exchanges of useful content and contacts.
Do: Use the search facility to your full advantage. This is the chance to find key individuals or companies who you wish to target. Even search by keywords relevant to your business to see who are connected or subjects being discussed.
Don’t: Marketing rules still apply, so don’t forget to follow the same etiquette when generating and nurturing leads. Think about how you wish to make contact and keep the messaging professional and relevant especially with the first email message. Think about the reasons for making the contact and include mutual benefits to encourage the connection.
Do: Invest time and effort updating your posts so that you are front of mind and staying part of topical issues and discussions.
Do: Plan who you wish to target. LinkedIn can open the doors to current and potential customers, stakeholders, industry bodies and associations. You can even target companies by type, size and market.
Don’t: Posting for the sake of posting is not the ideal plan. Quality content is what will help you stand out and position you as a voice of authority and with a good knowledge of your market.
Do: Make the most of the Groups either by following them or creating your own group. You can join groups of your target audience to follow their discussions and offer advice. You can join peer to peer groups to help each other and exchange opinions. Once you’ve been accepted as a member you can message other members which gives you the opportunity to connect with useful prospects and influencers. You can also invite these contacts to your own Group. By administering your own group, this is a great way of offering quality content, finding out thoughts on topics and targeting a key audience to its full potential.
Don’t: Don’t ignore what connections are saying about your company or market. Use LinkedIn to listen to what is being discussed on posts and group so that you are aware at all times. You can then join in and offer your view, acknowledge and challenge if necessary.
Do: Integrate LinkedIn as part of the overall marketing mix with other social media messaging. Be consistent with content across all platforms and monitor and measure response where applicable.
Don’t: Chances are that you can use LinkedIn to keep track on competitor activity. Don’t take your eye off what is being said or discussed about them so that you are aware of how they are being viewed and their influence within your market.

For specific details on LinkedIn services go to:
http://www.onlylinkedinmarketing.com/linkedin-services.aspx?gclid=CJKRl-OPi8ECFUjHtAodL2sARg

 

Nicola Peaty

How to write content for your audience.

By Nicola Peaty

In the last few years, there has been so much content pushed out to customers, which as a contentmarketingresult, has created too much ‘noise’. You need to be able to cut through the noise and grab the attention of your customers with content that is of real value.

In order to do this successfully, you need to find out exactly what your audience wants to know. The only way to get this right, is to really know your customers. You can achieve this by building a customer profile/persona. A profile/persona will give you an understanding of their attributes, lifestyle, demographics, likes, dislikes, as well as the insight into any previous behaviour or interaction with your company/products. This will really help you truly understand their needs and how you can help them with useful content.

If you need any more help to find out their content needs, then just ask. A simple survey via email or telephone or even face to face can find out their issues, so you that can deliver the required information solutions or tips.

This will also ensure you don’t deliver any wasted content which is not applicable for your target market. For example, if you’re in the health food industry, there’s no point writing about muscle weight gain products, if your audience is mostly women looking to lose weight.

Also, by using the profile and really understanding your customers, will give you the insight into how you deliver your content. The correct use of language and tone is really important. You don’t want to patronise your customers with basic facts they may already know, at the same time, you shouldn’t baffle them with science. For example, a solicitors firm should not use too much legislative terminology for the average person who may not understand.

You must also use compelling language which engages your audience and make them want to find out more and in turn contact you. Just giving away free content isn’t going to increase leads, it needs to be persuasive. After all the amazing advice you have imparted, you must also convince your customer that a. they need your particular product(s) or service and b. that you are the preferred choice above competitors. If in doubt, this is where a good copy writer is worth their money. Someone who can understand your business, plus use the right words to convince your customers.

Like all good marketing, it is highly important to monitor and track your content. How is it being consumed, shared, viewed etc? Which topics and type of content are the most popular? Are top tips in a particular area viewed more than a deep insight into technical detailed content? Which subject matter helps to build your community, which you can then develop and interact with so as to make closer connections and continue to deliver more relevant and useful content?

And after all that targeting, delivering and sharing of content to customers, are you ultimately generating new leads and converting to new business? If done correctly, then hopefully as a result, you will have more sign ups, customer feedback/comments or enquiries which can be passed on to sales as potential customers.

See also our Top Tips on How to write content for a top Google listing go to:http://www.vgandassociates.com/top-tips-how-to-write-content-for-a-top-google-listing/

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