If you're looking for some new lead generation material, you don't necessarily have to shell out thousands of dollars on new copy or a new campaign. With a very small amount of time and effort, you can repurpose existing content as exciting new lead-generating material. Here are five great ways to do just that.
You’ve got one chance to make a first impression – and that’s as true for your website as it is for in person networking. If you want your website to function effectively, you’ve got to take the time to understand online buyers.
Social media marketing has transformed the way that companies can do business online. But it’s important to go about it creatively. We’re long past the point where social media can be effective without a strategy and a unique approach. If you’re ready to get inspired and create more profitable social media campaigns, here are 44 tips and examples to help you market on social media.
Closed loop marketing is a process of gathering data for the purpose of refining and improving lead generation. “Closed loop” refers to the cycle of customer interaction that goes from the site visit, to the conversion into a lead, to the sale.
As every marketer knows, not all leads are created equal. You need to determine which ones to focus on, and this means you need information.
Your website is the place where visitors are converted to leads and sales. Or, maybe not. If your site isn’t doing its job, it’s time to take action. It may be underperforming due to poorly designed or confusing forms.
The Facebook Like button has gotten tons of play as of late. It took less than a month to appear on more than 100,000 websites. Even with that success, the squad at Facebook did some research and they think it’s time to give users more choices.
You’ve decided it’s time. You need a new website. It’s old and tired and doesn’t engage your customers. But, where to begin? Here are the ins and outs of using a graphic designer to spruce up the old home front.
Creating well-written, resourceful content to market your business or service can be a daunting task, requiring much time and research. Because of this, it makes sense to make sure that the content that you are working hard to create stays current - and can be used and reused in your future marketing efforts. Enter the concept of evergreen content. So how do you go about achieving this? Take a look at these two examples of content:
Jack’s Diner has been serving up hearty fare for thirty years, since it’s grand opening in 1981.
Jack’s Diner has been serving up hearty fare for over (or nearly) thirty years.
The second example is evergreen content. When you’ve got a hankering for some mac and cheese, that text can be read on a menu at Jack’s today or in five years from today. Here are some rules of thumb to adopt when shooting to make your content evergreen:
- No Dates
- No References to Future or Near Past
- No References to Current Pop Culture - i.e. tv, movies, music, celebrities
- No Dated Reviews
The voice and narrative of your content is also an essential part of keeping your content timely. An all-knowing third party narrator - offering tips and resources to help or consumers solve problems and answer questions - helps to position the content as always current. It reads as sage advice - consistently valuable at any time. This concept also helps you to further position your business or service as an authority among your competitors.
Photo by Smithsonian Institution.
So who are your customers, anyway? You might say that they are small businesses that are in need of a service or product. Nope, too broad. I mean really, who are they? What are their needs, motivations, concerns, goals? Creating user personas for your customers is an increasingly important step in targeting your marketing efforts. As a business owner, you can work endlessly on marketing your product or service. But, if you cast too wide a net and don’t locate and engage your target audience, your efforts may go to waste. So how does one go about creating user personas for their customers? Today, we’ll discuss some tips on doing just that.
Got a headache yet? The options can seem endless when deciding on a campaign to market your small business online. So what is best for your business when trying to achieve lead generation marketing in a downturn economy?
You can’t get something for nothing. True. But these days, customers can often get something for half. Websites like Groupon and LivingSocial are deal-a-day sites that offer discounts on services from business within the markets they serve. The premise is that the coupon or deal of the day serves as a contract. If enough people buy the coupon, the service or product becomes available to all. For example, a restaurant would offer an $80 meal at $40. Once enough buyers grab the $40 coupon, the meal coupon is available. According to its website, as of October 2010, Groupon serves more than 150 markets in North America and 100 markets in Europe, Asia and South America and has amassed 35 million registered users. That’s a whole lotta coupons, and a whole lotta leads. Here are some positive points that small business owners have reported after using digital coupon marketing sites:
Gone are the days of the tri-fold marketing piece. Successful marketing collateral in today’s business climate is dependent on content marketing strategy. So, what is content marketing strategy? Content marketing is a term that describes marketing through multiple formats that, through the creation and sharing of content, engages current and potential consumers. The idea behind content marketing strategy is to deliver useful and valuable information to your customers to position yourself as an authority within your industry.
- Creative – The start of this marketing bonanza is to create content about your business and industry. Through articles and blog posts, well written for keyword optimization, report on your industry to your visitors. This creates a place for them to return to when needing questions answered. Create e-books to walk them through challenges and post to social media sites to deliver your creative solutions to a broader audience.
As small businesses start to use Facebook for various types of marketing campaigns, I am noticing a trend. Overlooked opportunities for lead generation. A local photographer that I’ve used recently ran a contest on her small business’ Facebook page. She posted a message to all of her clients, asking them to “like” their pictures on her Facebook profile to win a free photo shoot with her in the coming year. The client who received the most “likes” on their picture won the contest. So, I entered.
In recent posts, we’ve discussed the roles search engine marketing and search engine optimization play in generating awareness for your business and driving traffic to your site. By now, you hopefully have a general grasp on some of the steps you can take to entice people to check out your online digs.