With the new buyer it is important to note that your marketing efforts don’t end once a new lead comes into your system – what we call Top of the Funnel (TOFU) marketing. Many companies do a good job at generating leads, but the problem is that most new leads are not ready to buy yet. And if a sales rep does engage and the lead isn’t ready to talk with them, it reinforces the notion that marketing sourced leads are not great. As a result leads get lost, ignored, or snatched up by your competitors.
The beauty of lead management software is that it can help you capture information at a point of contact with your organization such as a landing page visit, white paper download, or email open. Based on the action, leads are scored and the next action defined. Having information about when and how your customers are interacting with your brand online allows you to create a one-to-one customer journey and helps your salespeople personally focus on well-qualified sales leads, while other leads can be automatically nurtured.
With the growth of the internet, the world has changed from one of information scarcity to one of information abundance. In fact, according to Google chairman Eric Schmidt “there was 5 Exabytes of information created between the dawn of civilization and 2003, but that much information is now created every two days and the pace is rapidly increasing”.
Email is a cornerstone and key component of every marketing campaign. Whether you are hosting an event, sending out a new piece of content, promoting a new service offering, or staying in touch with customers, email should be one of your main forms of communication. According to MarketingSherpa, the most used lead generation tactic is email marketing, with 81% of respondents citing it as the most effective channel. By putting your content in front of prospects, you can find people who might not be looking for you.
The first component of Google's trust has to do with age. Age is more than a number. But it's not just the age when you first registered your website. The indexed age has to do with two factors: i) the date that Google originally found your website, and; ii) what happened between the time that Google found your website and the present moment in time.
Attention scarcity is driving a shift from “rented attention” to “owned attention”. Historically, most marketing has been about renting attention other people have built. An example of this would be if you purchased an ad in a magazine or rented a tradeshow booth. But in the noisy, crowded market that today’s buyers live in, rented attention becomes less effective as attention becomes even scarcer. Of course, this is not an either-or proposition; you will ideally use a mix of rented vs. owned attention for your lead generation efforts to be affective.
Finally, it’s critical you spend time and resources on your business’s website design. When these aforementioned customers find your website, they’ll likely feel deterred from trusting your brand and purchasing your product if they find your site confusing or unhelpful. For this reason, it’s important you take the time to create a user-friendly (and mobile-friendly) website.
Brian Dean, an SEO expert and the creator of BackLinko, uses SEO tactics to rank #1 on YouTube for keywords like “on page SEO” and “video SEO”. Initially, Dean admits his YouTube account struggled to get any views. Employing SEO methods like keyword optimization has enabled Dean to rise to #1 on YouTube for search results related to his business. He published his full strategy on Backlinko.
Pitches to be your own boss. Our Consumer Action Center is hearing from a lot of callers who go to help-wanted sites, find an opportunity that looks good and then contact the supposed employer. It turns out to be a pitch for owning your own business, with promises of huge money. Unfortunately, the only ones making money are the people pushing startup kits for a fee.