As we slip towards winter businesses are eager to generate leads and improve sales, from retailers looking to capitalise on Black Friday, Christmas and January sales, to service led organisations ensuring their pipeline isn’t impacted by a seasonal slowdown.
In this blog we’ll explore ways to generate leads, from digital to direct, so you can bolster your sales, ready for the cold months ahead.
Tip 1 – Create an offer or campaign and build the perfect landing page
You might have key products or services you want to push, or a new idea you’d like to test out. Building a ‘story’ around how your product or service helps to solve a problem and why your customers should care is a great way to start, and then you can build this story into a customer focussed landing page.
Here are our do’s and don’ts for creating a campaign:
- Do – think about your customer first, why do they need this and how does it help them
- Do – build your content around the user first (not your business)
- Don’t – purely push features and benefits, it doesn’t connect on an emotional level
- Don’t – push a solution you won’t be able to service, think about the best-case scenario and work backwards, you don’t want to have to say ‘no’ if your offer is a hit!
Tip 2 – Boost traffic with Google Ads
If you’ve built a new landing page around a campaign, or you’d like to increase traffic to your website in general, you could invest in Google Ads.
Google Ads help you to appear in Google search by boosting webpages to the top of Google listings. Where you appear depends on the words you ‘bid’ on and the quality of your ad itself, you need to make sure the ad, targeted keyword and landing page are all relevant. Different terms have different prices, depending on the level of competition, but if your ad is a better quality it could be listed higher than a competitor ad that’s paid more than you.
Google Ads can be a great way to encourage traffic to your website, but you can easily waste your investment if your page isn’t geared up for conversions or you bid on the wrong terms.
Here are our do’s and don’ts for getting started in Google Ads:
- Do – think about the intent of your customer, what are they looking for? This will help you target the right keywords
- Do – ensure your ad content is targeted so it’s easy for people to see what’s on offer
- Don’t – target broad terms if you don’t need to, these can be expensive with little returns
- Don’t – blow your budget all at once. Test different keywords with smaller budgets to see what works first, then back a winner
Google Ads can be complex to say the least but done well they can be the key to success. Our team can help if you need support with Google Ads or digital marketing.
Tip 3 – Go straight to your target customers with creative direct mail
It can seem a little old school but done well direct mail can open doors and generate the kind of leads you’re looking for. Doing it right means creating something that looks visually appealing, offers something ‘sticky’ i.e. something that a recipient won’t want to throw away and ideally moves their journey online so you can track success.
A good idea is a mailer that contains a custom url, that way the recipient is directed to a page that’s just for them, and you can track their use from there.
Here are our do’s and don’ts for creating a direct mail campaign:
- Do – think carefully about the design, the visual appeal will be the first step to capturing attention
- Do – ensure your mailer content is targeted so it’s easy for people to understand
- Don’t – make your mailer impersonal, it makes it easier to throw away
- Don’t – send your mailer randomly, it will work better if it is targeted
Marketing campaigns can contain lots of different disciplines, when they work together the results can be amazing. See how we can help you create a great marketing campaign.
Tip 4 – Host an event to re-engage your existing customers and prospects
Sometimes people just need a little nudge to remind them you’re there and how great you are. You don’t have to host hundreds or spend thousands to achieve a meaningful event that engages people and makes them want to work with you. It could be something as simple as a lunch and learn, where you can share some tips or a talk from a helpful speaker, to something more experiential like a clay-pigeon shoot or escape room.
Events are a good option for you to reignite the spark with customers and prospects, give them something they’ll be excited by, and put you at the forefront of their mind.
Did you also know that humans have a natural response that makes us want to give something back when we get something? So treating someone to a bit of time away from their desks can really give you a boost!
Here are our do’s and don’ts for hosting an event:
- Do – think about who you want to invite. Events can be a little pricey so a considered guestlist is a must to achieve return on your investment
- Do – give people a reason to come along, it could be knowledge, networking or an experience
- Don’t – host something last minute or forget the minor details, you want to make it as easy as possible for people to attend
- Don’t – invite people randomly, it will devalue your event
It can take a lot of different tools to make an event work. See how we can help you create a campaign that will boost your event.
Tip 5 – Get more social
Social media is a brilliant tool – but something many businesses don’t use properly, and because of this, they miss out on generating leads. Social is a two-way opportunity to engage with audiences so think about your strategy and how you can identify opportunities.
A great piece of advice is to use social media to draw people in – so instead of talking about your business and your success, why not acknowledge a sector and talk about a customer you’ve helped or talk about a common problem your customers might have and link them to one of those brilliant landing pages you’ve built? (See point 1)
Here are our do’s and don’ts for boosting your social media:
- Do – choose the right channels to target. Each social platform has very different uses, choose the channels you post to carefully
- Do – give people a reason to engage. Tag them in, ask questions, comment on posts and share ideas
- Don’t – post spammy content, it’s an easy way to lose trust and followers
- Don’t – talk about yourself too much, talk about your customers instead
Getting social right and properly tracking your success can be a challenge, if you need some extra help we have a team on hand to bring it all together.
Ready to generate more leads?
Sometimes the ideas to generate more leads can come easily, but then finding the time and resources to implement your ideas becomes the main challenge.
Purpose Media can help to plan and implement your ideas so you can get on with what you’re good at. Get in touch to see how we can help you.