Any business should know one universal truth: the customer controls. Gone are the days when companies interacted with consumers on their own terms. Currently, each leader expects individual treatment that fits their needs and schedule, not yours. This modern way of the buyer is almost entirely in the hands of the customer. Therefore, you are obliged to provide the necessary information and meet it wherever they are, using these proven strategies to create potential customers.
Today’s consumers don’t want to be sold (let’s face it – rarely anyone). Instead, today’s buyers are used to doing their own research and finding you before you find them. That’s where content marketing comes in.
In a sense, content marketing is the starting point from which all other campaigns to create a new generation begin. Blog posts are the traditional weapon of choice, accompanied by videos that seek to solve the real problem for potential customers in an easy and digestible way. Other types of content marketing include e-books, manuals, and tutorials for paid and social networks, which are also valuable sites for content that can effectively deliver meaningful messages at the right time.
With this in mind, it’s worth noting that content marketing is also very cost-effective, gives a high return on investment and has six times the best conversion rates for businesses that use it compared to those that don’t.
Despite all the good things, content marketing is not perfect. Sometimes a slightly more direct approach is required, and in this respect, e-mail is more than deliverable. For centuries in the online world, postal marketing continues to be a staple. Despite the increasing number of social networks, the use of verified email to generate leads is still very effective with a reasonable price. According to a Campaign Monitor study, $44 is earned in return for every dollar spent on e-marketing.
While organic content is in high demand, companies should always remember that a little paid media can work wonders for the lead generation. It’s important to know which paid channels will increase your ROI; it will depend on your particular company, industry and audience. Typically, a PPC campaign (pay-per-click) in Google AdWords or Facebook ads can help improve overall traffic and open doors for new customers. These two leading advertising platforms make sense because of their large user base, but don’t be afraid to explore other networks that appeal to a more niche audience.
SEO is great, but it takes time. With paid media, you can quickly lure potential customers. But it’s not just throwing things (in this case money) on the wall and watching that stick. Much of the reason companies pay for advertising is because of the many tools they have. Active insight and analytics can help build and strengthen campaigns that target potential customers.
These emails and paid media ads should lead somewhere. Linking them to certain web pages is great, but connecting them to target pages is even better. And it won’t cost you a fortune. Some of the best online form developers offer free plans (and affordable paid plans if necessary) that you can use to push users to certain optimized pages to send their contact information.
Influence marketing is stronger than ever, but from 2018 we note the trend that brands have begun to give preference to micro-inflationers (people with authority in a narrow field). These influence agents may have fewer subscribers, but the degree of influence on the audience remains the same.
The popularity of this tool is growing rapidly, and well-known inflationers are bombarded with various offers. Because of this, their services become very expensive, and the experts themselves are very selective in the question of what brand they would like to cooperate with.
In this situation, brands began to turn to micro-inflationers, which often are not yet used, despite their huge potential in gaining new audiences. Usually cooperation with them is cheaper, they are less fastidious and receive less offers from brands-competitors.