It seems as if everyone these days is talking about multichannel marketing strategies. Industry leaders often discuss which channels yield the most results, which ones are the cheapest, and which ones you can scale the fastest. However, while exploring channels is crucial, exploring them in relation to your target audience is more important.
This is why it’s vital to determine how you can find and capture the highest-quality leads for your business. With highly-qualified leads, any marketing channel you choose will substantially be more successful.
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Keeping such leads in mind is exceptionally important when executing any ad campaign or marketing strategy, whether that’s on email, social media, or any other medium where you’re targeting a specific audience.
So, regardless of whether you’re exploring an inbound or outbound lead generation strategy, or a combination of both, you can adopt a multichannel strategy to maximize your marketing efforts and capture leads effectively. Here are six strategies you should consider:
Capture leads using the latest tools
Business intelligence has introduced a plethora of tools for marketers that they can take advantage of. These lead generation tools help you ace every aspect of web-based lead generation and you can easily choose one that suits your company and its needs.
You should use a business intelligence tool that can provide valuable insights into every aspect of your business. One of the most used BI tools today is ZoomInfo, however, if it’s pricey for you, you should consider using a ZoomInfo alternative to help your business find more customers and grow.
It’s worth noting that the benefits you’ll enjoy from these tools will only be as good as the team using them. The more skilled your employees are, the higher your chances of succeeding in the marketing department. As such, it’s imperative that you constantly train your sales team and refresh their skills whenever you introduce new tools to the mix.
Doing this by yourself can be very intimidating, especially if you’re not seeing any substantial benefits from your previous strategies. However, with the help of sales enablement platforms, you can easily fill any skill gaps and introduce new ideas to your team without overwhelming the employees. To learn more about sales enablement platforms, visit https://www.allego.com/platform/sales-enablement/.
Don’t hesitate to ask for referrals
Referral marketing is potentially the most valuable form of marketing you can invest in today. In fact, 60% of marketers say that referral programs generate a high volume of leads, and most marketers rank this form of marketing as the 2nd highest source of quality leads.
Referral marketing is definitely something you shouldn’t overlook. While it may seem odd to ask your existing customers for referrals, it’s a fruitful approach since these customers are already loyal to you and understand the benefits of your product or service. Their insight will allow them to know who else can avail of those same benefits, thereby resulting in higher conversion rates.
Also, this strategy has a very high rate of success because people are always ready to try things recommended to them by their close friends or relatives. The logic behind this is that when someone you trust tells you how good a product or service is, you’re likely to believe them and try it out. As a business, you can only enjoy these benefits if whatever you’re selling is genuinely up to the required standards. So, as you ask for referrals, be sure to make any necessary improvements to your products.
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Promote your content on LinkedIn
While all social media platforms are relevant, one channel that’s often overlooked is LinkedIn. A LinkedIn strategy is especially appropriate for B2B businesses, and you should consider promoting content on this channel. It will also help you establish yourself as an authority leader by sharing content, such as quality eBooks and guidebooks, in exchange for people’s email addresses.
Such practices will help you build a targeted email list which is especially useful if you want your content to reach a larger audience. In fact, an ad on LinkedIn can potentially reach 12% of the world’s population. For effective LinkedIn lead generation, you should post high-value content, build a quality network, and own your space. You should also publish this content regularly and make sure you engage your audience when they comment on the posts.
Utilize your site chatbots
You’d be surprised how many people don’t understand the importance of site chatbots. Chatbots allows marketers to connect and engage with their prospects at any time, even if their sales and marketing teams are busy. With 47% of customers open to purchasing a chatbot, marketers that don’t understand the importance of chatbots are clearly missing out.
Businesses can capture leads through chatbots by improving their marketing, customer support, sales, and overall customer experience. Automate your sales funnel with chatbots by prequalifying leads through specific questions, the answers to which can allow you to direct the prospects to the right team.
Chatbots allow you to understand your target audience better and prequalify leads to reach a bigger audience without affecting your team’s productivity. You can also educate your customers by providing them with knowledge regarding your products and, overall, build better customer relationships.
Maximize email marketing efforts
It’s no surprise that email marketing remains one of the most effective channels for lead generation. For 59% of marketers, email is their most significant source of ROI, and many people make the mistake of assuming that because email marketing has been around for a long time, it won’t generate as high results as it did before.
Emails are an excellent way to get your brand to your prospects’ inboxes and are more cost-effective than other remarketing and PPC campaigns. To maximize effectiveness, conduct A/B tests, track email conversions and opens, and follow up. You can opt for a combination of drip campaigns and newsletters, both of which are effective at generating a high ROI.
Drip campaigns are periodic emails sent to your potential customers. They’re short, have a compelling call-to-action, and give you the chance to tailor your content according to the position of the lead relative to your sales funnel. On the other hand, email newsletters keep your audience engaged by sharing news and updates, slowly pushing readers towards conversion.
Content is king
Last but not least is content marketing. No digital marketing and lead generation strategy is complete without a mention of how influential content marketing is. It works so well because it aims to highlight the value your product or service will add to your potential customers’ lives.
For content marketing to be relevant, you need to ensure every piece has a clear and measurable business goal. Additionally, while it should attract new prospects, you should also aim to convert hesitant prospects and increase customer retention. That is why a compelling piece of content should be relevant to buyers at any stage of the journey.
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Additionally, you should track your content’s performance regularly and determine what’s working and what isn’t through analytics. Lastly, it would be best if you implemented the latest and most effective SEO tactics to ensure your content is updated and relevant to search engines. Promote this content on blogs, social media platforms, and your own website and you’re good to go.
Capturing leads in this highly competitive and cluttered world is undoubtedly a difficult feat. However, adopting a multichannel strategy and trying different channels on a trial and error basis can definitely help you figure out what works best for your business.
What’s critical is to ensure you’re updated with all the latest lead generation tactics. Today’s dynamic world has changing consumers who continually respond to different marketing strategies. By knowing what your target audience is responding to, you can increase your chances of capturing as many leads as possible.