Many marketers, including our team at Marketo, use Twitter as an effective platform for reaching potential and existing customers. However, there was no shortage of negative press for the micro-blogging social network this year.
Recently, Twitter announced that marketers will no longer be able to create lead generation campaigns with Twitter’s Lead Generation Card feature. In a statement to Marketing Dive, Twitter provided some commentary on their decision: “We are always experimenting with the best ways to help advertisers effectively connect with consumers. At this time, we intend to focus our efforts on building and improving other performance offerings that will help us drive the best performance for advertisers.”
What’s a digital marketer to do without Twitter ads? Here are five ways you can react to the news about Twitter killing off lead generation ads:
Okay, so you could panic, but there’s more than a month left to use the feature, which will be removed on February 1, 2017. Until then, you can still create and edit lead generation campaigns and lead generation cards. You can also view your cards (but not edit them) through March 1st, and once they’re truly gone, you still have other viable options, which I’ll cover in more detail below. Plus, campaign analytics don’t have a sundown date, so you can still look back at your metrics to optimize your campaigns on other channels.
Bringing in visitors to your company’s site is one of the most vital aspects of your job as a digital marketer. You know how to attract prospects to your business’s online platform, and you spend vast amounts of time measuring that website traffic.
But when you sit down to analyze the number of visitors coming in to your site, maybe you find that while you’re seeing a huge influx in traffic, the number of leads being generated isn’t matching up. Surely, if more people are clicking and browsing around the website, then you should be seeing more leads roll in, right?
Well, not quite. Your company’s website may look great and have all of the right components, but if your lead generation techniques aren’t up to par, that traffic will just get jammed up. But not to worry – there are several strategies you can follow to ensure you are effectively generating leads from your site traffic. Check out some of our suggestions below on how to boost your leads and your overall marketing goals.
1. Revise your landing pages
Your landing pages are often the first thing that visitors see when they arrive on your site. Doesn’t it make sense that they should be continually revised to fit consumers’ ever-changing needs?
A Marketo study found that 68 percent of companies focus on optimizing landing pages in order to generate more leads. Because this type of content plays such an important role in your marketing efforts, think of your landing pages as a part of your business – mainly as an extension of your sales team. If your sales department is constantly updating its strategies to appeal to prospects, shouldn’t you be enhancing your landing pages as well?
Coordinate with your salespeople to learn more about any changes in consumers’ behaviors and preferences. Use this information to revisit and review your buyer personas. And refresh any pages that are out of date now that you’re armed with the new data. Looking at all of these factors that inspire your potential customers to contact you can give you a great jumping off point to optimizing your landing pages for maximum effectiveness.
So you have been hearing about social media for years. You spent money and time getting more likes, followers, etc.
But, likes don’t equal cash, and Mark Zuckerberg owns those likes. Not you.
Social media was the craze 3-4 years ago, but now people have millions of likes, followers etc. and nothing to show for it. Having lots of fans and followers does not mean that all of them can be termed as leads.
Don’t focus on those numbers that are not really helping you. You need to focus on getting leads, and not a social following. Remember that social networks keep coming and going, and for your business to be sustainable, the focus should be on lead generation.
How exactly do you generate leads?
Social Media Lead Generation Tips
Integrate Email Marketing Into Your Lead Generation Strategy
Studies show that email marketing conversion rates are 300 percent higher than social media. Therefore, it is imperative to have this as your main lead conversion strategy.
Instead of giving away all your valuable content, simply ask them to fill out a simple form to get access to your best information.
You can then use an email marketing software such as GetResponse to convert your leads. This will enable you to send them both informative and marketing emails. When done well, email marketing will help you make repeat sales to specific leads who have warmed up to your content.
To get people to sign up, you need to have a strong lead magnet. This is a piece of content that convinces your leads to enter their name, email address, and more details. This enables them to access that content. Studies show that courses perform better as lead magnets than eBooks. However, be it a course, a journey, an eBook, an event, a webinar, a video, etc., get a lead magnet that can work great with your audience.
We all love the sales funnel…at least in concept. Visually, it’s the perfect model: Our leads pour into the top of the funnel. As they move through the middle of the funnel, marketing and sales both qualify the leads. And buyers flow out the bottom.
Or do they?
With the increasing complexity of B2B purchases, sales cycles are becoming longer, and more decision makers and influencers are involved in the buying decision.
It’s time to stop playing a numbers game and just pouring leads into your sales funnel. Now’s the time to flip the traditional sales funnel on its head and create a new model. The image of a sales and marketing pyramid helps you understand that you need to be more responsive to buyers’ needs throughout the sales process. You must assist them as they climb the pyramid and reach the pinnacle—a decision to buy from you.
The Changing Buyer’s Journey
Where once sales were relatively linear—prospects came into your sales funnel and decided either to buy or not to buy—today’s buying patterns have changed. The buyer’s journey is more complex, more fluid and increasingly self-directed. Above all, we know that leads don’t naturally convert into sales. Left to make the journey on their own, buyers easily stray off course:
Sales requires customers, and customers need great offers. In 2015, United States smartphone penetration existed at 75 percent, reinvigorating old ideologies surrounding the mobile phenomenon. Now, most American adults have a smartphone—and they’re engaging strong-willed business gurus ready to make a change.
Mobile networking dominates modern communication, and both B2B and B2C realms have been reconfigured to exist upon the marketer’s crafted strategies. Now, the consumer’s communication is in their pocket, both phone-based and as an Internet resource. Sales-minded professionals are urged to keep a lookout for the following five mobile marketing strategies—and you should, too.
As a digital marketer, you’re the Obi Wan Kenobi of online lead generation. You’ve been doing it for years. You know the secrets of compelling landing pages with the most inviting lead forms, and you’re the master of tracking conversions to their source.
But there is a great disturbance in the force, and your lead gen strategies/Jedi mind tricks are not as effective as you may think. Search your feelings, these aren’t the quality leads you’re looking for. In fact, 79% of marketing leads never convert into sales.
It’s time to turn this around and figure out why so many of your leads are going straight into the garbage compactor. Take a look at the 10 reasons why your lead gen strategy isn’t delivering the heroic results you’d hoped for:
1. Low contact rates
Fraudulent information, poor quality leads, and plain bad timing all lead to low contact rates with web leads. In fact, only 27% of leads ever get contacted by a sales rep! That’s a lower contact rate than a stormtrooper at target practice.
Lead forms can be a great way to convert your digital traffic, but remember that getting someone’s information doesn’t guarantee your company will ever get in touch with them. If your lead gen strategy is completely dependent on form submissions, you’re not only throwing away most of those leads, you could be turning away a huge segment of your audience. Think about letting prospects call you — phone calls come with 100% contact rates.
With increasingly more marketing automation available, there are still some basic methods that will improve the lead generation process for B2B marketers, according to a recent study.
The notion of getting more value or qualified leads for less, whether it be in print advertising, email lists or pay-per-click (PPC) ads is a goal that can be achieved by creating a buyer persona. When marketers focus on a smaller group of potential customers through targeted personas, it saves cost. Being mindful of whom that buyer persona is remains key.
Secondly, consider the costs of your lead generation campaign. There is no doubt that materially, social media and email marketing are less expensive than traditional marketing and increasingly have a high return on investment. In a recent study by Voltier Digital, 41 per cent of B2B companies have acquired a new customer through Facebook, while 57 per cent have acquired a new client through the company blog. And, 47 per cent have acquired a new client through Twitter.
A third suggestion is to optimize the company’s website images. The correlation between a faster load time and increased conversion is clear. Time is of the essence and the correct sizing and faster loading means that your image sizes won’t be too big for your landing pages.
When most people hear “web analytics,” they tend to think about counting visitors, transactions, and conversion rate on a transactional site, such as an eCommerce store.
Yes, there’s a lot of insight to be gained from web analytics for eCommerce sites, you can also learn a lot about B2B lead generation if you’re using analytics correctly.
Measuring the Performance of Informational Sites
Online performance measurement for informational sites can actually get pretty complicated.
The typical end goal for businesses with informational sites is to use the site to generate more leads. But that lead generation process usually isn’t streamlined into a sequential funnel like one would see on a traditional eCommerce site where visitors enter the site and go through a series of funnel pages to make a purchase.
B2B clients need multiple touches, more one-on-one conversations, and outreach through various channels in that process of converting them from onlookers to prospects to leads and eventually to customers.
From an online perspective, the lead acquisition funnel has three major steps – brand awareness, prospects acquisition, and lead generation. Let’s expand on the definitions of each:
Do you know the most common reason behind business’ fall?
They don’t have enough leads to survive in the market.
No matter how best your product is, your business can’t survive without high-quality leads. Without lead generation, your promising product has no future.
More leads generate more revenue. More revenue gives the confidence to face the competitive environment. Are you not getting the right leads to convert your business ideas into billion dollars company? Let us find out lead generation methods for yielding the best business results:
Tap the Power of Q&A Websites
A forum is an ideal place for gaining the trust of prospects. When you help people by solving their problems, healthy relationships develop which helps in generating more leads. Quora is another platform for engaging with your audience. Hang out with the people who share the same interest and pay close attention to their feedbacks on your products.
Create Your Company’s Blog Page
The blog represents your digital identity. By focusing on your target audience, craft a content to address their issues with actionable strategies. It is an effective way to pull the people towards your site. When people find value in your content, they don’t mind signing for your newsletter or giving a free trial of your product.
With over 20 years of business, sales, and consulting experience SMS is capable of serving many market sectors. We provide the field level support needed to generate results and grow your business. Other companies may provide appointment setting services; whereas SMS will partner with you to grow revenue.
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