Five people standing in a row

How To Convert & Nurture Your Leads

If you are considering conversion or lead nurturing we can safely assume that, you should have already launched your blog (or content creation strategy), optimized your site for search engines, and started participating and promoting your content via social media. If it’s been several weeks, by now you should start to see a spike in traffic to your website.

There’s only one problem. All that traffic to your site isn’t leading to any new business! People are visiting your site, but those visits aren’t leading to new customers — or even new sales leads. So, what do you do? Simple. Focus on conversion.

Focus on converting more of your website visitors into sales leads. To do this, decide on a compelling offer for your customers, create a call-to-action to promote your offer, and launch a landing page with a form for visitors to submit their information to obtain the offer. Finally, test, measure, and iterate the whole process.

HOW TO CONVERT TRAFFIC INTO LEADS

COMPELLING OFFER: Typical content offers include research reports, how-to ebooks, slide downloads, or archived webinars. Other offers might include a free trial or demo of your product or a personal consultation. Of course, there’s no reason to be constrained by what’s typical. Use anything you think will work for your target customers.

GOOD CTA: Your call-to-action can be text, an image, or HTML, but it should always include a link to the corresponding landing page. If you have an effective call-to-action, you’ll convert a high percentage of your website visitors into leads.

TIP: Be specific and match your CTA to the correct stage in the buyer funnel e.g. if they are still evaluating different options your CTA might be “Get your free ebook” and not “sign up now”.

LANDING PAGE: A good landing page is a house where your potential client fills out their information and learn how they are going to be receiving your offer.

TIP: Its good practice to make this page simple and very direct. Ensure you don’t give your users any further options so do not present any other offers on this landing page and preferably hide the main navigation menu so all attention is targeted in the right direction.

HOW TO USE EMAIL & AUTOMATION TO NURTURE LEADS

Companies that build relationships with their leads over time have the greatest success in turning leads into customers by staying top-of-mind until the lead is ready to buy. Lead nurturing is the process of developing that relationship with your potential customer by sending targeted, relevant, and valuable messages to them in a timely manner. The end goal is to get your leads to “raise their hand” and self-select into further engaging with your business. Forrester Research found that companies that excel at lead nurturing can generate 50% more sales-ready leads at 33% lower cost-per-lead.

THERE ARE MANY FACTORS TO A GOOD EMAIL MARKETING STRATEGY BUT HERE ARE SOME NB BEST PRACTICES:

BUILD YOUR LIST ON A STRONG FOUNDATION: Make sure your existing list of customers/leads are correctly segmented or you are going to end up with a mess. Are they segmented by lifestyle stage (e.g lead, opportunity, customer, evangelist) and purchase (product X, service Y etc)? If not – do this first.

SEGMENT ALL NEW LEADS: Likewise once you have a strong foundation keep fortifying it by ensuring that all new leads/ inputs are segmented in the same way. E.g. if someone fills out a form to download your ‘baby products for new moms eBook’ – use lists/ tags to indicate what that contact is; Firstly ‘ A lead’ and secondly ‘interested in baby products’. This will help you send the right messages to the right people at the right time.

WIIFM RULE: At the end of the day, make sure that your message adds value. Get into the mind of your recipient and ask, “What’s In It For Me?” (WIIFM) Are you emailing them just to tell them how great your product/service is? Or are you offering to help solve a problem they’re facing? Make the value clear in both the email body and the subject line.

WAISTD RULE: Always answer the “What Am I Supposed To Do?” question. When someone opens your email, make it clear what they’re supposed to do. Is it to click to read a blog article? Download a new, free ebook? Include a call-to-action that links to a landing page where the recipient can convert again and self-select to further engage with you.

NO SPAM RULE: Don’t let the law get you down, ensure you comply with CAN-SPAM regulations and The Unsolicited Electronic Messages Act 2007 in New Zealand which prohibits the sending of spam with a New Zealand link (i.e. messages sent to, from, or within New Zealand).

MEASURE & OPTIMIZE: Most of marketing is trial and error, measure your Click Through Rate (CTR), open rate, unsubscribe rate and conversion rate to keep in touch with the effectiveness of your campaigns.

For starters, the concept of internet marketing might seem difficult and daunting. But by tackling each internet marketing tactic step by step, makes the process manageable and actionable.

We want you to stop surviving and start thriving. Look at your in-house capabilities, which of these steps could be immediately actioned by you or other employees and If you don’t have the capabilities in-house ask yourself what’s stopping you from outsourcing them to accelerate your success?

If its budget then its important to realize that the world is changing and suddenly these services are no longer out of reach for small business owners. With the platform economy, globalization of competition, and the power of new technologies you can outsource many of these steps to virtual assistants and marketing specialists all over the world. In fact, this is exactly why Thrive Tech was born.

The time is now to free your time, automate sales and build the systems and processes to scale in this digital economy. Go forth and start putting these insights into action!

Want a more in-depth roadmap or more information on outsourcing? Book a free 30-minute session with one of our NZ based strategists and we will match the expertise you need to the price tag you can afford.

A digital marketing strategist explaining traffic sources on a web analytics dashboard on a computer screen

How To Leverage Social and PPC to Get Leads

HOW DO YOU LEVERAGE SOCIAL MEDIA EFFECTIVELY

Business owners who leverage social media to help distribute business content and increase the overall community of advocates for their business can experience significant growth.

Social media allows your customers and potential customers to communicate directly with you and your employees online, and it allows interesting content to spread quickly. While new social media tools launch every day, most businesses only need to focus on the major players: Twitter, Facebook, Instagram and LinkedIn.

THERE ARE THREE IMPORTANT CONSIDERATIONS WHEN IT COMES TO SOCIAL MEDIA: PLATFORM CHOICE, CONTENT CHOICE, AND MONITORING.

PLATFORM CHOICE: Choosing the right primary platform/s is crucial to the success of any social media strategy and will save you hours of wasted time.

TIP: Spend time finding out where your customers are and focus your efforts there. E.g. If your business is a consumer fashion product your efforts are probably best focussed around Instagram with a little Facebook and if you are an IT service provider you can probably ignore Instagram and focus on LinkedIn and Facebook.

CONTENT CHOICE: Again, focus the content on the platform and what your customers want to read and ensure your content matches that platform.

TIP: Each platform has its own personality, ensure your tone, images and content match the platform you are sharing on or the advice won’t feel authentic or reliable.

MONITORING: Monitoring is an important part of leveraging social media. You need to understand what conversations are happening online related to your industry and recognize where you should respond.

TIP: Here are some great tools you can use to easily monitor your business and industry mentions in social media: Google Alerts, RSS feeds and freemium monitoring software like Hootsuite, and Social Pilot.

USING PAID ADVERTISING FOR QUICK WINS

The reality of effective content marketing is that it takes time. But there are things that you can do in the short-term that will drive more traffic, more leads, and more business until your content starts to kick in.

One of the most effective strategies is Pay Per Click (PPC) Advertising which is predominantly on Google and Facebook, however this is not always the case as depending on the product/service offered certain businesses may find Instagram, LinkedIn and Pinterest bring even greater returns on investment.

The real beauty of PPC is that it drives qualified traffic at a predictable volume and price. It can also provide some early learnings on what type of content your customers are interested in.

GOOGLE ADWORDS

By far the most popular PPC platform – operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of bidding AdWords advertisers and chooses a set of winners to appear in the ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality of your website and the relevance of your keywords and their search inquiry. Google Ad Options: Search Ads, Display Ads, Shopping Ads, Video Ads, and Remarketing. (We will be writing about this options in depth soon to help you choose the most effective ad type)

FACEBOOK ADS

With 1.79 billion users, Facebook is ripe with opportunity when it comes to generating more leads. Supplementing an inbound marketing strategy with paid Facebook campaigns can accelerate results and round out your marketing mix.

Facebook adverting is one of the newer forms of paid lead generation but its effectiveness and low cost make it an attractive option for many business owners. One of the major benefits of Facebook advertising has over AdWords is its ability to reach your exact audience.

With Facebook Ads, you can advertise to people by age, interests, behaviour, and location. Or, If you have a list of existing customers you can upload it and find ‘lookalike’ audiences or target existing customers for upsells. The options are endless and with a little creative thinking, the results can be HUGE.

Wanting to get a better understanding of the what it takes to Thrive online ? You can download our complementary Ebook below.

8 Steps to Thrive in Todays Digital Economy

 

 

A digital marketing strategist working on a client's project

How To Create An Effective Digital Strategy in 2019

If you wanted to boil internet marketing down to a single ingredient, keywords are it. What is a Keyword? A keyword is a word or phrase that a person enters into a search engine like Google and Bing or a social media site like Facebook, Twitter, or LinkedIn.

START WITH A KEYWORD STRATEGY

When people want to find information about something, whether that be a product or service, what do they do? They type their question into an online search engine like Google, and Google responds with a set of results that it feels best answers that question. How does Google decide what to show? It looks at the words typed (keywords) and matches those keywords to the website it feels is most relevant. So how do you become the most relevant?

You optimize your website around keywords your ideal consumers are using to find solutions online. Comprehensive keyword research can help a business grow its organic traffic and save you from spending money on pay-per-click (PPC) campaigns such as Google AdWords. This is an excellent long-term strategy that all businesses should be taking advantage of.

OPTIMIZE YOUR WEBSITE WITH THOSE KEYWORDS

Now that you’ve chosen your keywords, you can increase your website’s chances of ranking for those keywords by using Search Engine Optimization (SEO). To get found, you should aim to be on the first page or in the first few search engine result pages for your keywords. Now, Google suggests that you design your website for visitors, and not for search engines. While we agree that you should keep this principle in mind, it is worthwhile to remember that it is still a Google algorithm and not a human that’s deciding how relevant your site is.

SO WHAT DO YOU NEED TO OPTIMIZE?

ON-PAGE SEO: This refers to how well your website’s content is presented to search engines. This can often be improved immediately and accounts for about 25% of your overall search ranking. TIP: This topic is huge and will soon become its own eBook on our site because there are so many step by step instructions and tactics which, when employed, will dramatically increase your on-page SEO.

In Brief, these tactics include; optimizing page titles, meta descriptions, headings, CSS, images, domain info, crawls and URL structure. If you want to learn more click here to sign up for the on-page SEO guide and we will send it straight to your inbox as soon as it is completed!

OFF-PAGE SEO: Off-page SEO is based on the authority of your website, or what other websites ‘say’ about yours. Simply put, websites with better or higher authority will rank better than websites with lower authority. A big factor that determines authority is inbound links. If another website links to your website or a page on your website (like a blog article), that is called an inbound link.

CREATE CONTENT

Now that you have developed a clear understanding of your business’ keywords and optimized your website for search engines, your next step should be to attract more visitors. Blogging and creating other content like eBooks, videos, podcasts, and webinars are powerful ways to help more of the right people discover your business online. When thinking about creating content take off your hat as a business owner and instead try to think like the editor for an online publisher like Huff Post or BuzzFeed. These companies want as many people to read their content as possible so they ensure every piece is designed to educate, engage or entertain you.

TIP: If you want to excel at content creation use this same approach. Don’t use industry jargon that only you and your employees would understand, think of the topics and questions that would be most interesting to your ideal customers and create content around those.

Without content, a website is kind of like a brochure that doesn’t change often. Blogs, eBooks, videos, podcasts, and webinars make your website more dynamic by automatically injecting new content every time something is published.

GREAT NEWS: search engines reward higher rankings to websites that consistently add fresh content, and these higher rankings translate into new visitors and leads for your business.

EXAMPLE OF GOOD VS BAD CONTENT

In this example, your business is called ACME and sells baby monitors. You want to create an eBook to drive traffic to your site and convert that traffic into leads. A bad example of an eBook would be ‘5 Reasons You Need An ACME Baby Monitor’. Compare this with a curated round-up of ‘Top 10 Baby Products Every New Mom Needs’. If you were a new mom which one would you read? Do you see the difference? One is useful, shareable and positions yourself as a guide. The other is pitchy, generic and unlikely to drive traffic.

EVALUATE YOUR CURRENT IN-HOUSE CAPABILITIES:

Get realistic about what’s possible for your business. We recommend a combination of insourced (staff created) and outsourced content because it’s most cost-effective and doesn’t place too much stress on your team. You want to aim to create at least 2-3 pieces of content a month consistently to really reap the rewards.

Remember, creating content doesn’t need to be expensive or time-consuming. Get creative and have fun!

If you have managed to get this far you have done an excellent job. You have created a keyword strategy, optimized your website for those keywords and created valuable content to attract, engage and convert your ideal clients.

Next step is DISTRIBUTION. Sadly the old saying ‘if you build it they will come’ definitely does not apply to Digital Marketing. Even after all this work unless you figure out how to distribute all this valuable content you have created to your target personas you are not going to see the results you are looking for.

To find out how to leverage social and paid ads to distribute content read our post: Leverage Social and PPC to Distribute Content & Get Leads.

A marketer analysing graphs of a company's progress and different business units

Why A Software Audit Is the First Step in A Digital Strategy

Before you start actioning any online marketing plan you need to make sure that you have the right systems, software, and processes in place. If you don’t, when you try to implement these techniques you ’ll quickly turn an inexpensive process into a very expensive, time-consuming one.

BEFORE YOU ACTION THESE STEPS ENSURE YOU HAVE ALL OF THE FOLLOWING IN PLACE:

  • A responsive, user-friendly website
  • A contact form plugin that links to your Customer Relationship Management (CRM) and email marketing system.
  • A CRM that’s linked to your form plugin and email marketing system
  • An email marketing system that allows for automation and is linked to your form capture and CRM.

If you don’t have ALL of these set up and linked to each other (sending data automatically so you have no manual or duplicate data entry) give us a call so we can get you sorted.

Most of the marketing guides online right now neglect to speak about software or integrations because they know when the reader tries to action the advice they will become so overwhelmed that they will end up contacting that marketing agency to take over the process.

The problem with an agency setting up your software is that they are very unlikely to be software experts. This means that you will either get a patch job or they will recommend you change to their go-to software suite (which they probably recommend to all their clients and use themselves.)

If you go this route I can almost guarantee you will end paying a lot more than you need to (because their proposed solution may include features you don’t need) and you’ll probably be stuck with a solution that doesn’t speak to any of your other core systems (meaning you can’t automate processes, leverage big data and cut costs in the long-term.)

Wanting to get a better understanding of the what it takes to Thrive online ? You can download our complementary Ebook below.

8 Steps to Thrive in Todays Digital Economy

“Whether your business is just getting started with internet marketing or you have already tried a few tactics but aren’t seeing the results you had hoped for, this eBook will help you understand the big picture and give you step by step instructions to ensure you stop surviving and start thriving.”

-Cath Hosking Lead Strategist at Thrive Tech