Generating leads can be tricky and what works when reeling in some leads can leave others ignoring the bait entirely. The process itself involves many moving parts working in sync. With so many intricacies, it can be easy for some things to fall through the crack and mistakes to be made. In this blog post we will break down four big mistakes that could be costing you valuable leads, starting with:
Mistake #1: You’re Not Identifying Your Website Visitors
One of the best ways to generate leads is by identifying who is visiting your website. Having the ability to see who is on your website and what exactly they are doing gives you the upper hand when it comes to creating and implementing strategies to target them effectively. But before you can do that, you need to have a platform that has this type of tool. The platform that we use here at Marketing Armor comes with Visitor ID, so learning more about those visiting your website is a breeze. Not only can you see who is visiting your website, but you can see what pages they visit, how they got to your website- whether it be social media or a search engine, how long they were there and even the frequency in which they interact with your website. This information is beyond crucial when creating your marketing campaigns. FInd that a lot of people are visiting one specific page? Create and send content centered around that specific page.
Mistake #2: You don’t incorporate Lead-Nurturing Emails
Once you’ve identified your leads through our Visitor ID software it’s important to nurture them through the sales funnel so that they become customers. One of the best methods of nurturing these leads? Email. Email is hands down one of the best tools to have in your arsenal and not using it is one of the biggest marketing sins you can commit. By opting into your list, visitors have already shown that they are interested in receiving your content and learning more about your brand. From there you can focus on creating an email campaign.
Before you create your email campaign it is important to segment your subscriber list. This is another feature that our platform offers, allowing you to create lists based on the behaviors and interests of your subscribers and send targeted content to them. You can also create autoresponder emails so that any time someone fills out a form, or opts into content an email is sent instantly paving the way for a relationship.
Mistake #3: Your Content Focus is too Narrow
While personalization is crucial in marketing, there is such a thing as too much personalization. Most often this over-personalization takes the form of content that is too narrow, and only appeals to one particular subset of one of your lists. There is a thin line between content that appeals to addresses a problem or concern that your customers are having and content that is pertinent to only one customer segment. You want customers to feel welcome not alienated because your content covers topics that are relevant to them and their buying experience.
Content is a great way to open up the channels of communication between you and your customers and even between your customers themselves. Customers who interact with a brand and its representatives tend to form relationships that last many buying cycles.
Mistake #4: You Don’t Have a Social Media Strategy
Social Media has come a long way since it first was created. What started as a way for people to connect has now become a formidable marketing tool. While primarily serving as a way to interact with your audience and increase brand awareness, social media can also be used to push out content and ads. The first step in establishing a social media strategy is to start small. Identify which social media sites your audience uses.
Facebook is always a great place to start because of the analytics and insights that it provides, but LinkedIn and Instagram can also be great tools if your audience skews more professional (LinkedIn) or younger (Instagram). Also, key in establishing a successful social media strategy is finding what times are the right time to post content. It might take a little trial and error, but it will pay off in the long run. Some platforms have social media integrated into their offerings. Our platform is one of them. You can schedule content to post to your social media accounts and track how many people see it and interact with it.
If you would like to learn more about our platform and how it can increase lead generation click on the banner below to schedule your free 30-minute consultation with us.