While getting your hands on a large number of leads is great, it’s only half the battle. The best lead converts fast and stays forever, but not every lead will provide any revenue at all. 70% of marketers say that the most important objective in a good lead generation strategy is to improve lead quality. The way you capture, build and manage your contact profiles is what will determine your overall level of lead quality, and with it, your success as a company.
Like any profession, marketing presents many unique challenges. Only 22% of marketers are happy with their marketing conversion rates, leaving a lot of room for improvement. The four following issues are those which marketers like you are most worried about right now and they’re likely to be affecting you too. By figuring out how to remedy them early on, you’ll ensure that they can’t continue to hinder you going forward.
Attending a great networking event is only step one of a successful attempt to create new contacts. Once the event is over, what next? Although about 75% of people network in some way, not all of them understand that an event is only meant to provide initial introductions to people of interest. It’s up to you to take it the rest of the way or watch those budding new business relationships wither.
Now that the average American spends 10 hours and 39 minutes a day with a screen in front of them, marketing has developed a new branch to continue to reach leads: digital marketing. This behemoth sub-category is projected to account for $113.18 billion in services by 2020. As various electronic devices like smartphones become more and more inextricably integrated into our daily lives, this discipline will only become more relevant. The time to master it is now, and we have the lead nurturing strategies to help you do it.
Content marketing is the second pillar of twenty-first century marketing strategies (standing alongside our previous topic, email marketing). 91% of B2B marketers currently use content marketing, followed by a slightly smaller 86% of B2C marketers. Whether it's blog posts, webinars, podcasts or even video games, marketers are producing all kinds of virtual freebies to get their brand's name out there and foster positive feelings toward it. Today, we'll help you harness content marketing's inherent lead nurturing potential and use it to get closer to achieving your business' financial goals.
Email marketing is perhaps the one activity that nearly no marketer can afford to pass up. Not only is it much cheaper than comparable methods like direct mail advertising (no materials costs!), but there is plenty of evidence to suggest that it's much more effective too. Every dollar spent on email marketing in 2016 generated an average of $44 in return, up significantly from just a few years prior and still rising today - no other method even comes close to that level of efficacy.
It's no secret that marketers need to be people-pleasers just as much as they need to be able to understand SEO or review performance metrics. The entire reason marketing exists as a concept is to recognize that it's not enough to put a product in front of a customer and hope they buy it. You have to entice people into choosing the brand you're representing over any of the many alternative available to them. Marketers are the professionals responsible for ensuring that this happens.