Technological progress has changed the way of acquiring customers and engaging them in communication. One of the hot trends in the marketing world is marketing automation, which allows for generating leads and effective management of the audience base. What to do to obtain new leads?
- Use targeted lead capture forms
Online forms are one of the easiest ways to generate leads. In return for providing contact details, it is worth offering the user some benefit, e.g. an e-book, free service test, or a discount on purchases. If the content is deemed valuable, users are more likely to provide their data. It is also important to have a form that meets the audience needs and prompts them to take action. When creating the form, it should be remembered to minimise distracting elements while attracting users with appealing content and graphics.
- Automate your email marketing campaigns
Acquiring new contacts is the first step to building a valuable customer base. To keep your audience interested and encourage them to shop, it is a good idea to keep communicating with them, engaging them in interaction. Lead generation doesn’t have to be a labour-intensive process as long as we take advantage of new technologies. With the help of marketing automation tools it is possible to plan the dispatch of messages. Marketing automation allows for segmenting the audience base, sending personalised messages, and performing lead scoring in order to extract the most valuable contacts.
- Create content based on user intent
Today, Google’s algorithms focus on user intent relying on machine learning. The phrase does not have to appear in exactly the same form as on the page – what matters is user intent, i.e. focusing on query semantics and better understanding of the audience needs. When creating content, it is worth first of all tracing possible search queries using advanced SEO tools, and then adjusting the content to the expectations of representatives of the target group.
- Take advantage of remarketing
Each brand should be present at all touchpoints with the customer. Before making a purchase, the user browses the website, social media profile, or seeks feedback on the web. Remarketing allows for reaching back a potentially interested user by means of customised advertising e.g. on the Google network, in social media, or as an email. Coherent remarketing that responds to the audience needs and behaviours can translate into a higher number of valuable leads. When carrying out activities, a marketing automation tool can be helpful, as it will automate the dispatch of dedicated campaigns.
- Discover the possibilities offered by LinkedIn
If you want to acquire B2B leads, it is worth using social media marketing, specifically LinkedIn, as a business platform. The first step is to optimise your profile by adding all the necessary information. To support the lead generation process, it would be good to provide valuable educational content that corresponds to the needs, expectations, or problems of potential customers. Yet another way to gain leads is paid ads available on LinkedIn which improve brand visibility, as well as allow for monitoring and analysing the implemented campaigns.
