Lead Generation can be achieved a number of ways. Through providing a special tracked number and providing a call to action for people to pick up their phone and dial it.
Or asking people for their name, email address and possibly other contact details in exchange for providing something to them for nothing.
This ‘providing something to them for nothing’ is imperative. Too often a business (may be guided to do this) will have a contact form on their home page or another page, with the misguided belief that people will give them their precious details.
Whenever we ask a customer to take an action we need to do so making it clear to them what is in it for them. What benefit they will derive from doing so.
A call to action to call may be as simple as a complimentary consultation, where you may or may not associate a value to that. You may offer a discount if they call and quote a word or number.
A call to action in exchange for their contact details needs to be more robust. Again to many times you will see someone offering a ‘free report’ with no information about how that report is of importance to them. Why they must grab it now!
All of the above are marketing strategies to promote action by your desired target. These need to be thought out and created in a way that fit with the processes you have on your end within your business, and also be appealing to your target market.
When these ducks are in a row, Lead Generation is a highly effective and desirable marketing tool. Something that we at Double O are experienced in developing for your business.
Accompanying Lead Generation is building a Data base and then Marketing to that Data Base via Email Marketing….
Email Marketing
Emailed Marketing is a hugely powerful tool to incorporate in your business. There is no advantage to have a robust database, and then do nothing with it.
Your Database are pre-qualified prospects to purchase your product or service. As they have already expressed an interest in what you offer by providing you with their details.
The Power of Email Marketing is that you can build your relationship with your target via your emails. You can promote your products and you can advise and guide them to be favorably oriented to what you have to say.
Email Marketing addresses the majority of prospects who do not make an immediate purchase decision. Each individual has their own purchase process. Some may feel unsure about you and want to ‘watch’ you for a bit longer before taking the leap and becoming a customer. The length of time this takes varies from individual to individual.
Other prospects may be more bargain or ‘great deal’ type shoppers and they like to wait until the deal is right for them. The time may not have been right for others, and by continuing to stay present in their minds, when the time is right, they convert to a paid customer.
Email marketing is also excellent to up sell existing customers to more from your product or service range.
A nugget for you to know about Email Marketing is that you don’t sell in the content of the Emails. The primary function of the Email is to encourage them to Click to the website or webpage you want them to visit. This may be your business website; a landing page created regarding a special discount or promotion you are running; one of your social media sites; or other.
The key elements of an Email Marketing Campaign are:
* Build A Database
* Or Access An Existing Database
* Create a CRM System suitable for your businesses needs
* Create an Auto Responder Campaign
* Create a range of Broadcast Offers that work with the Auto Responder Campaign
* Track: Email Reach, Email Opens, Clicks on Links within email, Conversion
Lead Generation & Email Marketing are something that are vital to a Digital Footprint and are topics we are very passionate about at Double O
