You’re probably already investing time and resources into marketing to potential customers. But are you also thinking carefully about how you build relationships with vendors and partnering businesses? Email gives you the ability to maintain communication with all of your different audiences so that you can build the relationships you need to be successful.
While are thousands of lead generation ideas out there that can be tailor-made to suit your business, the key to success is constantly testing and optimizing new strategies to find what works best for you. With a combination of the above ideas (and hopefully the addition of some of your own creative ideas) you’ll elevate your lead generation efforts, and its results, to the next level.
Increase engagement by bridging the divide between your different channels. By providing in-email functionality that connects to your website or app, subscribers have the freedom to interact with you on their preferred device. For example, LinkedIn sends a CTA email when you receive a new LinkedIn invitation that is personalized and prompts the user to confirm the invitation.
I’m not talking about a traditional direct mail campaign here. I’m talking about an old fashioned business letter. Seem retro? Exactly! With the rise of e-mail we receive fewer and fewer letters outlining a business proposition. The result it that they get attention. Make sure that the letter is relevant and not just a blind offer of your services. For example, you might point out that you noticed a specific need that their firm had and believe you might have a novel solution that can save them time and money. Focus on your target clients (see number 6).
So, to help you cut through all the noise on this topic, we’re digging deep into the most effective lead generation tactics we’ve actually used to grow an audience of more than 200,000+ leads over the course of the last four years. Plus we’ll be analyzing some of the other lead generation ideas, strategies and tactics we’re planning to test in the future.
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Customer referrals should be one of your key sources of new business. This means keeping in touch with your existing customers to ensure you are well placed to get referrals. Kyle Porter advises keeping the conversation informal. For example, “Hey John, we’ve got a killer new feature coming out that does X & Y. Which other marketing execs do you think would find this interesting?”
Like with all groups on your social channels, work hard to avoid being overly self-promotional about your offering by sharing tons of links or talking about your product. Allow genuine interest & appreciation to be the driving factor in starting one-on-one conversations with group members, and those will more naturally lead to authentic relationships that could blossom into new-found customers.
Ocreative is a Milwaukee marketing agency, with expertise and broad experience in developing digital marketing strategies, and growing their online presence, for their clients. The company’s core values include offering the highest level of customer service, award-worthy quality, and performance that surpasses client expectations. Ocreative is located just outside Milwaukee, and works with clients locally, nationally, and globally. Their clients have access to some of the most fun and knowledgeable professionals around – ones who inspire, educate, and problem solve. The agency provides marketing and brand strategy, advertising and design, website design and social media, and video expertise to their clients, fulfilling their desire for business growth, and their aspiration to make a mark on their industry.
Prescriptive content was the most popular form of content for B2B buyers in 2017, with a 97% citation rate. And, seeing as 92% of marketers consider content to be a crucial business asset, this will be a guaranteed way to provide value to customers before they make a purchase. With the right content, you can position yourself as a thought leader and build trust among your audience.
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Hi, I recently got a job as a summer intern at a purchasing group and found this very useful for sending out emails to multiple vendors without showing the email of every vendor I send it to in the "To" field. Problem is, I have ~4500 vendors I need to send emails to and this method seems to require the recipients to be in your contacts. I've had to look up emails for many of these companies and the rest were in a database and I don't want to have to add all the companies as contacts.
Undelivered emails - poorly designed emails may not get delivered. Emails that use certain spam keywords in the subject heading or content of the email are likely to be filtered out by email software and internet service providers. If you don’t keep your marketing lists up to date, you will find incorrect email addresses mean your messages won’t reach the right person.
Reactivation emails are sent to subscribers who have previously interacted with brand, but haven’t continued to engage. This could include consumers who abandon their shopping cart before making a purchase, email subscribers who haven’t been opening your emails, or existing customers whose subscriptions are expiring soon. Target your offers based on each subscriber’s behavior and lifecycle stage (e.g. send more aggressive offers to subscribers with lower engagement or existing customers who are likely to churn).
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These automatic emails should make the CTA big and clear. Keep in mind that the CTA should link to the direct offer -- NOT to the form. In these emails, simply thank the reader for their form submission, and give them what you promised, whether it be a link to the PDF of an ebook, instructions on how to activate their free trial, or the coupon they requested. Furthermore, don't overcomplicate the appearance of these emails. The reader isn't looking for additional information, but rather the offer or content they already know they redeemed.
These are just a few examples of how a brand can use on-event email campaigns to extend the dialogue with customers and personalize their experience. When using on-event emails, it’s easy to “set and forget” them. But because these emails offer a tremendous amount of opportunity for additional sales, it’s important to review their performance among your customer base on a regular basis. If certain emails aren’t doing well, make sure to revisit them and refine their content.
Email marketing is a great way to get your most convincing content in front of prospective decision makers. If you’re nurturing the right subscribers via email as mentioned in No. 5 above, and you’re using both segmentation and the right content as mentioned in No. 2 and No. 3 above respectively, then you can speed up your sales cycle by getting the right content to the right decision maker at the right time.
Designing the look and feel of the email is an important but tricky process. The choice of images and text must reflect the demographic that is being marketed to. The email needs to grab the reader's attention and draw them into the details of the sales pitch as quickly and succinctly as possible. If the email is confusing or boring, readers are likely to delete it before reading too far into it. All of that effort is then wasted.
As we move further into digital transformation, businesses are realizing that this world no longer belongs to marketers, but to consumers—the people who choose what to click on and what to ignore, with the ability to actively avoid advertisements they don’t want to see. While this complicates the strategy marketers use to cultivate interest, there’s still great potential in consumer-focused lead generation ideas.
For businesses with a long sales cycle or a high list price button text like “Shop now” or “Buy Now” are typically advised against. Why? Because there is a lot of runway left before a visitor turns into a paying customer. First, they’d like to learn more. As you further develop your relationship they’re eventually be ready to buy. Use this button text to provide more information to a potential buyer.
Send pesonalized emails: each recipient will have his own name in the email subject and body With SendBlaster bulk emailer software you can manage up to 15 customizable fields and thanks to the e-mail merging functionalities each recipient will receive a customized email: “Dear Mr. Smith…” instead of the unfriendly “Dear customer…”. See Email Merge software details.
While this might seem surprising at first, think about your own online behavior: When you sign up for a website (like an online store), you have to enter your email address to create the account. You even need an email address to create a Facebook or Twitter account. What’s more, Facebook and Twitter email to notify users of activity, like when someone is tagged in a photo.
25 awesome tactics straight from the experts! Thanks for putting this together, Mark. Small businesses don’t have to be chained to adapting shady lead generation techniques as these strategies work when done right. There’s a robust CRM out there that won’t break the bank (free, even). You can integrate it with your current phone system using a 3rd party integration tool like Tenfold, as we did. Our CRM, phone system, lead gen tools, and many others work seamlessly together. It provides us access to all the relevant info in a single easy-to-use dashboard.
So, if your main goal is to drive a specific action – sign up for this webinar, buy this product, read my latest blog post – you may be better off with a standalone email. These emails are dedicated to just one topic and put the call to action front and center. Your readers’ attention won’t be diverted, so they’re more likely to take the action you want them to.