Best practices on lead generation

Increase Lead Engagement through Multi-Channel Marketing Campaigns

Increase Lead Engagement through Multi-Channel Marketing CampaignsEngaging leads takes time. To get your lead truly engaged and ready to take action, it usually takes a few touches through a few different channels before you gain their trust. Engaging your leads and keeping up with their preferences doesn’t have to be a confusing, timely chore. Having a marketing automation plan in terms of implementing multi-channel marketing campaigns simplifies the process of contacting leads and increasing lead engagement. It also ensures your leads are receiving your messages in the most convenient way possible. In the long run, this means the chances of gaining your leads’ trust increases, which places you closer to closing the sale.

Manage Multi-Channel Marketing Automatically

Using marketing automation to track, score and nurture prospects makes it a walk in the park to understand your leads’ needs. No more manually entering information into your CRM, no more room for human error when in comes to following-up and researching. The brilliant thing about automating your marketing practices is that you can add additional channels and manage all of them in the same place. Text messaging allows for direct and convenient communication and, according to recent polls, most texts are opened by the recipient within minutes. Lead Liaison has just announced the Multi-Channel Marketing capabilities that allow you to engage leads in brand new ways and cover all the bases.

Using SMS

The engagement rates of SMS marketing blow the others out of the water when compared with email marketing and social media posts. The reasons for this jump in recipient activity may be for several different reasons, the first being convenience of reception. Your smartphone is either in your hands, on your desk, in your pocket, or in your purse—never too far from reach. You’ll probably even get an instant notification of the new message with a preview of the text, which is a foot in the door, especially if the message is a discounted offer or deal that you’re offering in exchange for immediate action.

Direct Mail

Despite recent research and polls, SMS isn’t for everybody. That’s why it’s important to utilize multi-channel campaigns and engage your leads when and where they’re ready to receive your messages. On the other end of the spectrum, Lead Liaison has also introduced the direct mail channel. While SMS channels lead in engagement rates, direct mail campaigns are champion when it comes to new customer acquisition (read: multi-channel marketing = success).

At less than $1 per card, you have complete control over what’s sent to your leads. To emphasize all the channels of communication and marketing available, you even have the ability to add a QR code to the card that sends your lead straight to a landing page and right to your next call-to-action. Direct mail plus website visits brings you closer to the goal.

Every lead behaves differently, and that’s where your lead nurturing and tracking practices come in handy. Increasing lead engagement starts with understanding your leads’ needs and how they like to receive their information. The next step—personalizing not only the method of communication, but the message you’re sending as well.

Direct Mail with Marketing Automation

Front of Direct Mail PostcardWe recently added the ability to send direct mail with marketing automation using Lead Liaison. We’re genuinely excited about this new marketing channel that our customer base can take advantage of. Designing our first direct mail campaign was easy. In this post we’ll talk about how simple it was to put together a direct mail campaign using Lead Liaison’s marketing automation software.

Background on Direct Mail

B2B marketing typically requires 5 to 7 touches before a prospect buys from a provider. Why? They want to build trust, build the relationship and know you’re not a fly-by-night vendor blasting out communications hoping you’ll respond to the first thing they see. Using all of those 5 to 7 touches on phone calls or emails could get old, really fast. Enter direct mail.

According to the Direct Marketing Association, typical response rates are 4.4% for direct mail (overall)

While response rates are high, so are conversions for new customers.

The CMO Council reports direct mail has the highest rate of success in new customer acquisition at 34% compared with other marketing channels.

It’s time we start thinking about integrating direct mail with marketing automation.

How We Did It

Back of Direct Mail Campaign

Adding direct mail to our marketing automation campaign was easy. Here are the steps we took to launch our campaign.

  1. Created a template in Photoshop. This took us about an hour to do. Alternatively, you could use pre-made templates from our partner, Direct Mail Manager. They’ve got 100s of pre-made cards to choose from.
  2. We put a QR code on the back of the postcard that linked to a landing page we built in Lead Liaison. When the recipient gets the card they scan it with their smart phone which loads the landing page along with an attractive offer.
  3. We deposited $1.04 into our account at Direct Mail Manager. Yes, only about a buck! Each card cost $.52 and we sent one to our Product Manager and one to an Account Manager. You can deposit as little as $.52 into your Direct Mail Manager Account.
  4. We created a Webhook in Lead Liaison.
  5. We added the Webhook as an action in our marketing campaign workflow.
  6. Boom! Within three (3) days the postcard showed up in the mail.

Let us help you get your direct mail campaign off the ground!

Lead Strategy Creation 101

Lead Strategy Creation 101

Lead Strategy

Lead strategy is, in part, about segmentation – ensuring that the proper messages are sent to your audience in a way that will make them convert. Many businesses find it hard to start identifying sales funnels and developing a lead strategy – in part because the term “conversion” or “conversion point” doesn’t make any sense.

A conversion is what happens when your customer buys, becomes a lead or otherwise engages with you in a way that meets your advertising goals. The term ‘conversion’ refers to the fact that the customer has converted to your brand messaging – meaning they find use for your products and find you trustworthy enough to leave their information or buy.

Identifying Your Conversion Point

For many businesses, there is no email collection form, phone number or other conversion point on the site – product sales will be the only way your business converts users. Having multiple conversion points gives you the opportunity to stay in touch with your audience and ensure future conversions. For instance, if you’re only selling products and never capturing a customer’s email, you may be missing out on valuable data that will lead to a conversion later. Your first step in creating a lead strategy is to identify your conversion points, and establish multiple points for conversion if you don’t have them already.

Lead Strategy: Identifying CPA

Your CPA (Cost Per Acquisition) reflects how many marketing dollars you must spend to get a sale. Obviously you want your CPA to decrease over time so that your marketing dollars result in a profit. You’d be surprised how many businesses haven’t identified a CPA. When creating a lead strategy, it’s important to take into account how much money you’re spending and your overall return. Lead strategy often requires investment, so it’s critical to know where your money is going.

Creating a Lead Strategy

Now it’s time to build funnels. Ask yourself these questions: How do clients find your site? What actions do they take when they get there? What does your buying process look like? Use these questions to imagine actual sales funnels that relate to your business offerings and selling points. Factor in whether or not your different sales points require different messaging to sell your clients faster – for instance, should clients who previously purchased products from you receive the same marketing messaging as new clients? These questions are important to answer.

Finally, get some help when it comes to lead strategy. Marketing automation might be the best bang for your buck – talk to us at Lead Liaison today to find out how marketing automation could change your marketing messaging and increase sales!

How To Do Inbound Marketing

How to Do Inbound Marketing

Inbound Marketing – Half the Battle

We’ve encountered a handful of companies over the past few months that have told us they need to make investments in SEO and “inbound marketing” before adopting our technology. When we hear that – we believe there’s a misunderstanding. We feel entitled to help companies understand how to do inbound marketing the right way. Inbound marketing is great, but it’s only half of the solution. Lead Liaison provides a very strong solution for companies looking to strengthen inbound marketing. And inbound marketing is not complete without the other end, what you do with those visitors once they get to your site. Not doing anything is like throwing a party and when people come to the door and ring your door bell you don’t let them in.

We help companies with their inbound marketing efforts in two ways. First, we drive more traffic to a companies website. Second, we make sure the company has deep visibility into their visitors behavior once they get to your site (visitor tracking on steroids) and convert those visitors once they get there – perhaps the most important thing. In other words, we make sure companies get the most out of their investment to drive traffic to their site. Here’s a summary of each area:

Drive More Traffic to Your Site:

  1. Our software will help you become content kings (or queens). A necessary activity for search engines and any inbound strategy. Your company can complement their marketing content strategy by outsourcing blog posts, Tweets, Facebook Posts, white papers and more and automatically publish the content.
  2. We can help you build beautiful looking landing pages in minutes, casting a bigger web.
  3. Easily engage in social media by posting to Facebook, LinkedIn and Twitter accounts on behalf of all your employees.

Better Visibility and Conversion Rates – The Other End of Inbound Marketing

  1. Unlike basic visitor tracking solutions that track page visits, we’ll track a much more comprehensive set of behaviors such as document downloads, video watches, emails clicked, pages viewed, forms submitted, etc. What’s awesome is that this entire profile will be stored in Salesforce.com. Your sales team will have more insight to close the deal.
  2. We’ll convert more visitors with web forms, gates in front of content/video, email, and 1-to-1 emails.
  3. We’ll automatically nurture your prospects
  4. We’ll automatically qualify them and when they’re hot – we’ll alert sales
One prospect we spoke to said they sent out weekly newsletters to their prospects using a separate system. That’s great, but they’re doing this to drive inbound traffic, right? With their current solution, they’re using a separate email system that’s not connected to the rest of their sales and marketing tools. We offered them a professional-grade email marketing engine that’s built into our platform. Right now, they’ve got to dig through results to find opens and click throughs. When one of their prospects clicks a link in an email we’re going to show them that information on a visitor report, alert sales, and save that information along with all the prospects other behavior into Salesforce.com – in a single view.
We hope you enjoyed our tips on how to do inbound marketing the right way.
We can help your inbound marketing efforts. Give us a shot.

Alternatives to LeadLander

Are you looking for alternatives to LeadLander? We can help. LeadLander has been an excellent choice for many businesses over the past few years; however, companies are usually left wanting more. Alternatives to LeadLander, such as Lead Liaison, exist to deliver companies the solutions they need to start with visitor tracking and scale upward as their business grows.

Companies that begin with visitor tracking either complement their technology platform with marketing automation or replace their visitor tracking solution as a whole with a marketing automation platform. Although, most marketing automation platforms do not offer the ability to get started with visitor tracking only. Most platform providers include a very rudimentary version of visitor tracking but expect their prospects to dive “all in” and buy the entire platform (upwards of $35,000) instead of being able to dip their toes in the water.

Lead Liaison has worked with a number of companies seeking alternatives to LeadLander to help them get started with what we would call, a LeadLander+ package, that includes desktop tools and real-time sales alerts – typically for less money than what they’d spend with LeadLander.

Alan Page

We describe our lead tracking solutions much different from other lead tracking vendors out there, such as LeadLander or Lead Forensics. These types of solutions will help you set your fishing pole with some bait while you wade in the river. On the other hand, Lead Liaison will help you cast a wide net deep into the ocean. There’s limited opportunity with basic tracking services.

Alan PageCustomer ServiceLead Liaison

When clients need more we deliver a full suite of sales and marketing automation tools ranging from lead distribution, lead nurturing, lead qualification, analytics and more. We’re proud to offer the industries most flexible packaging and business model.

Come on board and see what it’s all about.

5 Lead Generation Techniques That Work

Lead Generation Techniques That WorkDoes your digital marketing strategy work well for you? Are you able to generate leads for your product or service? If your answer to those two questions is no, then you are not doing it right. Read on and you shall learn five important lead generation techniques that will definitely produce a positive impact on your marketing strategy.

1.     E-Books

This is a great lead generation tool. E-books are helpful in the sense that they have plenty of detailed information about a certain service or product and they can be easily downloaded. So you can write an e-book for your business and distribute it to your intended audience. As a plus, you can decide to have the e-book available only to those who provide an email address. Consequently, you create an even wider lead.

2.     Email marketing

With the entry of webinars, blogs, eBooks and videos, most people think that email marketing is history. Contrary to this belief, it still is considered to be the most common channel for promoting business. The effectiveness of email marketing is going to increase now that consumers can access their email through their tablets and smartphones.

3.     Search Engine Optimization (SEO)

This basically entails enhancing your website for different search engines with an aim to have your website listed in the highest search rankings, according to the keywords your potential customers use when looking for services or products. You can do this by seeking professional help from experienced SEO agencies whose work is to keep websites at the top ranks of search engines thus increasing traffic to your website.

 

4.     Company Blog

Blogging has developed from being a channel through which people communicate their day-to-day experiences to a channel through which businesses create brand awareness and manage to establish a close connection with their target market. Studies carried out have shown that companies that have a blog manage to drive more traffic to their websites more than those that don’t use blogging. The kind of content you should include in your company blog is mainly content that provides solutions to the problems of your target audience. There is no doubt that blogs are a good way of generating leads.

5.     Online Video Marketing

This is one strategy that businesses have not taken full advantage of. Produce short videos about your brand and post them on sites such as YouTube. It is an easy thing to do. Video marketing is turning out to be a very economical lead generation technique due to the huge numbers of people who use the social networks to get information. Remember when posting your video to sites like YouTube give it an appropriate description by using certain keywords that will also raise your ranks in search engines.

If you put these five lead generation techniques into practical use you will definitely experience an effective digital marketing strategy. As a company your brand awareness will increase, you will create more leads and eventually generate more sales for your service or product.

5 Lead Capture Apps You Need To Know About

Lead Capture ApplicationsAs a business owner you should be well aware about leads and how to generate them as well. Such knowledge comes with selecting the most suitable applications to serve this purpose. The following is a list of apps that you can make use of when capturing leads.

1.     Lead Capture App

With this application people who visit your website are required to register by providing their names and email before they can proceed to look for information on your website. Besides creating leads, the Lead Capture App helps you know what your customers and other prospects look for on your website. This provides you the opportunity to customize your website according to the preferences of your clients.

2.     Zuant

One great feature about Zuant is that you can capture leads even when you are offline. The moment you go back online the leads are updated to your database. In addition to that, it also has live reporting which permits you to monitor and follow-up on your leads continuously. There are graphs that indicate each leads captured ever hour.

With Zuant you can also create customized questionnaires with an indefinite number of questions. For the answers, there are many formats to choose from. The best part is that you do not need to download any software so you can access your leads from wherever you are.

3.     On Spot Social

This is a great iPad app that captures leads in the field. It is also very suitable for individuals who are not tech-savvy as a result of its interface which is very user friendly. On Spot Social also works whether you are online or offline. Therefore, you can still attend an event as you capture your leads then upload them to your database as soon as you go online.

4.     Validar Universal Lead Capture

This app can be personalized to be used at whichever event you attend and works with various hardware such as magnetic stripes, barcodes among others. According to the questions answered by leads, this app can assign scores to your leads. It is a very simple application whose major strength is its customization properties. Another fascinating aspect about it is that it alerts you when the perfectly lead is in the vicinity.

5.   Quicktap Lead

Quicktap Lead is another application that allows you to capture leads without necessarily being online. It can be utilized as a kiosk and is also very easy to set up.

The app allows you to:

  • Customize your design by choosing from a variety of themes, logos and background pictures
  • Capture at most 20 leads with full contact details
  • Capture leads using a customized launch screen
  • Encrypt data and keep it safely on your iPad
  • Use more than 15 qualification questions to qualify your leads

Those are just some of the lead capture apps you can opt to use when you attend an event. Before you settle for one, make sure that the app satisfies all your needs and works in line with your business objectives.

The Benefits of IP Address Tracking

The Benefits of IP Address TrackingIP address tracking is a handy thing to have on your website. Once you have a user’s IP, you can begin the process of tying the visit to more personal information about the user. Knowing how individual users behave on your website can influence your advertising campaigns from top to bottom in a way that ultimately benefits your bottom line.

IP Address Tracking and Analytics Software

Here’s the rub – much of the analytics software people are using these days doesn’t rack IPs. In fact, dashboards like Google Analytics actually forbid IP tracking in their terms of service. They seem to want you to have as little information about your customers as possible.

Sure, privacy is important, but the amount of information you collect from an IP address is limited. For instance, you can’t use an IP to find out exactly where a user’s personal/home address might be.  However, sometimes an ISP links back to a user’s place of work. Knowing how much a person from another company is viewing your website, and how long they spend there, can give you intelligence information you can apply to your sales campaigns.

Using IP Information In Your Advertising

It’s more than likely that based on your call volume and call details, you can match up IP visitors with specific people who have filled out your forms or inquired about your services.  If a user takes a specific action on your site at the same time you’re logging an IP, you can match users with IPs. You can then track that IP throughout visits to get an idea of how a user is exploring specific pages on your site as well as how much time they’re spending.

If you have multiple visitors on your site at any given time, you might need to watch for further visits or take a look at the geographic source of IPs to get your information. It’s a good idea to work with your marketing and tech departments to ensure both are using this information to your best advantage.

Lead Liaison is proud to offer real-time IP and visitor tracking solutions for your business. With our streamer feature, you can watch visitors real-time as they use your site and determine how to have your sales people talking to them in a way that will make a sale. We’d love to talk to you about Streamer and our other tracking features – let us show you how IP tracking can benefit your business today!

How to Successfully Generate B2B Leads Using Twitter

How to Successfully Generate B2B Leads Using TwitterWe were talking about lead generation at lunch the other day. The subject of Twitter use for B2B lead gen came up. We started sharing stories of customers’ Twitter experiences when it occurred to us that some marketers are not using Twitter effectively because of a their approach to leveraging the channel properly among other marketing assets.

Those of you deploying marketing automation for lead generation practices understand that Twitter can be embedded easily within a campaign without consuming a lot of time and energy. In fact, Twitter works great as a lead generator when tweets are folded into an automated campaign. The following four steps can lead you to B2B lead generation success through Twitter using a marketing automation platform.

1) Provide a survey

Survey your Twitter followers with a brief, five-question survey to uncover a common unfulfilled need or desire. Tweet out the link to a landing page with a short explanation. The follower should land on a squeeze page with a web form (created in your MA platform!) including email address with 1 or 2 qualifying questions. Below the form, the survey should be clear to understand and easy to complete. (P.S. Offer a bonus for completing the survey.)

2) Send a thank you email

Distribute an email thanking followers for their participation in the survey. In the message, tell them that a solution will be tweeted in the near future and ask/encourage them to share the upcoming announcement with their followers.

3) Announce a solution

Once you’ve determined you can provide a solution to respondents’ needs or desires, tweet out an announcement about the solution with a link to a video, product page, or other asset where interested followers can learn more. Link tracking will reveal behavior that can escalate a follower further into the marketing funnel.

4) Send an autoresponse email to click-through followers

Express thanks for learning more, offer additional value by providing more information, and provide a link to a tweet announcing a promotional offer that can be found on a dedicated landing page. (If the promo tweet is retweeted or shared, extend an additional offer to those followers who act as a brand ambassador.

At this point the leads generated through this process are beyond top-of-funnel and can be entered into a nurturing program. There are many other ways Twitter can be used to successfully generate leads. Stay on top of Lead Liaison’s revenue generation blog for more social media and marketing automation ideas.

Why Your New Web Design May Need Landing Page Testing

Why Your New Web Design May Need Landing Page TestingMany new website owners shudder at the thought of doing landing page testing – particularly when a website has just been redesigned or newly launched. A few months after a new website is live, many site owners are sitting back and enjoying a few web-hassle-free months. Unfortunately, it might be in a business owner’s best interest to jump right back on the web accessibility horse, even when a new site or redesign is only a few months old.

Landing Page Testing: We’re Sorry

Because landing page testing often seems unnecessary or too complicated, many business owners gloss over it and continue worrying about lead gen strategies. For many businesses, this can be a bad move – particularly when the website serves as a primary storefront for the brand.

It’s a smart idea to not only set a newly designed website up with Google Analytics or comparable marketing automation tools, but to begin immediately making observations about traffic data. Some questions business owners should be asking include:

  1. Were visitors more interactive with our old site?
  2. Is our bounce rate increasing?
  3. Are users taking the new conversion actions we’ve set up on the site?
  4. Do users find the navigation helpful?
  5. What, if anything, should we include in future plans to make the website easier to use?

The answers to these questions will often determine whether a business owner should begin planning landing page testing right away.

How Landing Page Testing Can Make the Difference

Many business owners assume that building a new website will automatically yield better navigation, a more pleasing look and therefore higher conversion rates. Many new websites don’t split-test an older look against a new look, so it’s difficult to get an idea of how user-friendly visitors find a new website compared to an older version.

In a perfect world, business owners would make former elements of a website such as buy buttons, forms and login links as easy to find on a new website, but it doesn’t always work that way. The ability to set up testing before a website would be great, but not all business owners will do this. One alternative is to create a landing page that looks like the previous design of the site. This page could serve as a gateway to the new design. Business owners could execute landing page testing to gauge the effectiveness of the new page compared with simply sending visitors to the new site.

Marketing automation can give business owners a deeper insight into how landing page testing and new designs affect lead generation. Lead Liaison’s visitor tracking capabilities go much deeper than Google Analytics or heat maps. To find out more, visit www.leadliaison.com.