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Top 5 Sales and Lead Generation Posts of 2016

Top 5 Sales and Lead Generation Posts of 2016

At Fronetics, we work with companies in the logistics and supply chain industries to create and execute digital and content marketing strategies.  Understanding the sales processes of our clients, working closely with sales, and developing effective lead generation strategies is at the heart of what we do.

Here are our 5 most read sales and lead generation posts of 2016.

1. Marketing vs. Sales: Why There Shouldn’t Be a Competition

Sarah Collins, an intern Fronetics and a student at James Madison University, College of Business studying Marketing, writes how aligning sales and marketing helps companies achieve 20% higher annual growth rates and improves deal closings by 67%. Read more.

2. Don’t Let That Lead Die!

Leads are only valuable if they convert into customers. So, generating quality leads is only half the battle. You need a sales team that knows how to resuscitate a lead, nurture it, and, ultimately, turn it into a customer. Read more.

3. Adapting B2B Sales for the Information Age

B2B sales must recognize and accommodate buyers at various levels of self-sufficiency in the purchasing process. Read more.

4. Landing Pages & Forms & More – Oh My! Capturing Leads Effectively

The most efficient lead-generation strategy includes a way to capture potential customers’ information. Read more.

5. A Call to Action is Key to Any Lead Nurturing Campaign

If you feel your marketing campaign falls short in generating quality leads, you are not alone.  Typically, one in 10 marketing professionals questions the effectiveness of their lead generation methods. While you may have some of the components of a strong campaign in place, it is possible that you are leaving out a very important ingredient for success: a call to action (CTA). Read more.

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Lead Generation Strategy: Attending the Trade Show

Lead Generation Strategy: Attending the Trade Show

Follow these four steps during the trade show to ensure you’re getting the most out of your lead generation efforts.

This is the second installment in our three-part series about generating leads around a trade show.

As you enter the convention center, you feel confident in your preparation for the trade show. You have been setting goals, researching your audience, advertising, and creating fresh content to distribute at the show.

But now you are focused on how to stand out amongst the other attendees. How do you promote your brand while you are surrounded by your competitors?

It should go without saying, but having personable, knowledgeable staff that are excited about the show and eager to educate customers is the foundation for trade show success. If potential customers enter your booth, and they are not immediately greeted with a friendly smile and a helping hand, you are missing opportunities for leads.

Once you have established which staff best suits your trade show needs, you can focus on standing out on the floor. Here are four tips to ensure lead generation success while attending the trade show.

Engagement and lead generation at the trade show

1. First impressions last

According to the Harvard Study of Communications, 55% of first impressions are based on visual cues. The way you look, the way you dress, and the appearance of your booth are saying a lot about your brand and products before you even open your mouth.

The visual displays at your booth should sell your brand as much as your staff. Invest the time and money into shirts with your company logo for staff to wear. Have tablecloths that represent your company’s image. And develop presentation boards that highlight new products and services. First impressions are so important because they last. You want to make sure that every person that walks by your booth gets the right impression about your brand.

2. Extend your reach with a giveaway

Cost-effective promotional items not only provide brand exposure, but also can attract quality leads to your booth. Get creative with your giveaways and use them as an opportunity to spread your logo throughout the trade show.

Giveaway items should be unique and useful. For example, promotional products guru Cathy Houston suggests a money clip for your smart phone. “This slim silicone pocket attaches to the outside of any mobile device and is perfect for storing driver’s licenses, credit cards, hotel keycards, business cards, and cash. … It can be useful to attendees right away.” With people constantly checking their phones, this giveaway will be a visual reminder of your booth across the trade show floor.

3. Create an experience

It’s not enough to simply promote your products and services at a trade show. You need to get attendees involved by creating an interactive booth.

The more hands-on, the better. Live demonstrations of new products allow potential customers the opportunity to try out what you are selling. Creating games or contests also gets attendees involved by having them answer questions or engage with your staff. While interacting with attendees, make sure you are capturing their contact information and leading them to your landing page (that you created before attending the show).

4. Make your attendance known on social media

You already have used social media to let prospects know you are attending the trade show. So keep up the posting and tweeting while you are at the show.

Use time-sensitive giveaways to boost booth attendance and promote special sessions and upcoming presentations live from the trade show floor. Videos and pictures of your live demonstrations and contests are sure to create a buzz amongst attendees. Use these posts to continue to push your landing page and let potential customers know what you are up to throughout the trade show.

Creating a presence at a trade show gives you a powerful platform for meeting new customers, reconnecting with existing clientele, and building a more established brand. Exhibiting at a trade show gives you unparalleled access to important prospects, who are taking the time to learn about your products and services. These four tips can help you get the most engagement from your attendance, while collecting leads that will ultimately grow your business and sales.

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Lead Generation Strategy: After the Trade Show

Lead Generation Strategy: After the Trade Show

Follow these four steps after the trade show to ensure you’re getting the most out of your lead generation efforts.

This is the third installment in our three-part series about generating leads around a trade show.

After some busy days, the trade show has finally wrapped up. It is easy to get caught up with unanswered emails and other tasks you have neglected by being away from your desk, but this is the time to follow up with the prospects you met at the trade show.

Strike while the iron is hot

The faster you follow up with your leads, the better. Trade shows are busy, and you want to capitalize on the one-on-one time you had getting to know new prospects. The quicker you get back in contact, the greater the chance they will remember you and will be more likely to respond favorably to your follow-up.

Here are four additional tips to help you navigate post-trade show contact with leads.

Winning at follow-up

1. Connect and engage on social media

To convert leads to customers you need to be proactive. Entering leads into a database, or placing the stack of business cards you were handed in the top drawer of your desk, is not proactive. You need to really engage with prospects, and one way of doing so is to connect on social media. Follow prospects on Twitter, Facebook and LinkedIn. Create dialogue with them and ask them to follow you on social media as well.

2. Create more content

Trade shows provide great fodder for content. Think about the questions you were asked during the trade show and the challenges that prospects identified. Use this information to create a list of topics that can be addressed in your blog, white papers, eBooks and social media posts.

Similarly, create a list of industry trends that you identified during the trade show. Create fresh, innovative content around these trends, and link your company and products into the content. How does your company fit into these trends? Make sure to highlight any new products that were introduced at the trade show and how they incorporate into these trends.

3. Create a lead nurturing campaign

Companies that nurture leads have a 47% higher profit margin than companies who don’t. Create a lead nurturing campaign that is targeted at your trade show prospects. These campaigns should be relevant, informative, and should provide value to prospects. They should also capture the trade show buzz and move prospects down your sales funnel. Use the content you’ve created from tip #2 to incorporate blog posts and webinars into lead nurturing campaigns.

4. Get on the phone

Don’t be afraid to follow up with prospects on the phone. So many companies rely on email and social media that your personal phone call will go a long way. Keep the call conversational and make sure to address any issues that your prospect identified at the trade show. This will show you were really listening and make a personal connection with the lead. Highlight the new products you introduced at the show, and make the connection between your prospect and your products and services. Tell them how your products and services will work for them.

Attending a trade show is significant investment of time and money. If you want to maximize your trade show ROI and convert leads to prospects and prospects to sales, you need to be proactive and timely. Carve out time as soon as you are back from the show to reach out to those that you met. By engaging your leads, you’ll be getting the most out of your trade show attendance, growing your business and increasing your sales.

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Landing Pages that Convert: Part Three of Effective Lead Generation

Landing Pages that Convert: Part Three of Effective Lead Generation

In part three of our series on effective lead generation and nurturing, we walk you through the components of effective landing pages that convert visitors to leads.

If you’ve been keeping up with our four-part series on effective lead generation, you should be up to speed on creating a valuable offer and a call-to-action that works. The next step in a finely tuned lead generation process is a landing page that converts.

Why does my offer need a landing page?

Landing pages are crucial, and brands miss out on opportunities when they fail to optimize them. According to HubSpot, marketers see an average 10% conversion rate on landing pages — that represents a huge amount of missed opportunities. Click To Tweet

Landing pages are crucial, and brands miss out on big opportunities when they fail to optimize them. In fact, according to HubSpot, marketers have seen an average 10% conversion rate on landing pages — that represents a huge amount of missed opportunities. Brands that have it right, those that focus on designing for conversions, reap the benefits in big ways.

Your primary objective for a landing page is to get visitors to submit their contact information in exchange for the offer. At this point in the process, your potential customer has already engaged with your call-to-action, meaning he or she is interested in your offer. When they get to your landing page, everything they find there should affirm their choice to and assure them that the content they are about to download is going to be relevant, interesting, and valuable.

Designing landing pages that convert

So what are the hallmarks of a great landing page? Starting with the basics, your landing page should briefly, simply, and clearly describe the benefits of your offer. It’s important that there be as few distractions as possible. For example, make sure the page doesn’t have a top navigation menu. Bonus points for including ways to share your offer on social media.

Additionally, you should make sure that your landing page doesn’t include links to other things on your website, as they can distract the lead and perhaps send them somewhere else on your website where they can find the information you’re presenting in your offer.

As you design your landing page, keep this checklist in mind:

  • Is it clean, organized, and clearly presented?
  • Is there any ambiguity about where or how leads should enter their information?
  • Does it describe the benefits of my offer?
  • Is it free of extraneous or distracting content or links?
  • Is it mobile-friendly?
  • Does it contain easy ways to share on social media?

If you follow these tips for landing pages that convert visitors to leads, we’re confident you’ll start to see an uptick in your website conversion rate almost immediately.

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Creating Calls-to-Action that Convert Leads: Part Two of Effective Lead Generation

Creating Calls-to-Action that Convert Leads: Part Two of Effective Lead Generation

Once you’ve decided how to create and package a valuable offer, the next step in an effective lead generation is creating calls-to-action that convert leads.

If you read part one of our four-part series on effective lead generation, you’re familiar with the first step in creating a campaign that will generate a high volume of quality leads: creating a valuable offer. So what’s next?

In part two of this series, we’re exploring how to draw visitors from reading content on your website to taking a desired action.

When we talk about this second step, we use the term “call-to-action” (CTA). It refers to the tool that asks the reader of your content to take the next step — rather than just assuming they will do it. A call-to-action can be in-line text with a hyperlink, a button, or an image-based web-banner.

Why do you need a CTA?

CTAs are the vital step where you ask your potential client or buyer to take an action that moves them one stop closer to your objective of connecting them with your company. But plenty of marketers forget this crucial element of an effective campaign.

If you’re offering high-value content (like an ebook, webinar, infographic, or product demonstration), but you aren’t including a specific CTA, you’re not giving your audience direction for obtaining the offer — and you’re probably missing out on plenty of qualified leads.

If your CTAs aren’t effective at capturing the attention of your prospective leads and persuading them to click, then no matter how impressive your offer or how well-written your content, it’s pretty much useless. Click To Tweet

A CTA is yet another opportunity to optimize your campaign. Remember that you’re competing with every other brand in a fight for the attention of your audience, and you need to make the most of every opportunity to draw them toward your business.

Keep in mind that if your CTAs aren’t effective at capturing the attention of your prospective leads and persuading them to click, then no matter how impressive your offer or how well-written your content, it’s pretty much useless. Your CTA can be used on product pages, in display ads, email, social media, direct mail, or pretty much anywhere you’re marketing your offer.

Elements of calls-to-action that convert leads

Not all CTAs are created equal. As you think about incorporating a call-to-action into your offer, keep in mind these 4 tips for maximizing its productivity:

1. Choose your location wisely.

Back when people read newspapers, editors would place important news “above the fold:” high enough on the page so the reader wouldn’t have to unfold the paper to see it.

A well-placed call-to-action follows the same principle, and should be high enough on the page so your target lead won’t have to scroll down to see it. You should also place a second CTA further down within the offer.

2. Be clear.

You don’t want to leave your reader puzzling about what will happen when he or she follows your CTA. State the offer clearly, and be specific. For instance, rather than “download now,” say “download your free ebook.”

3. Don’t hide your light.

Your call-to-action should stand out on the page. Choose contrasting colors for your CTA, so it draws the eye and doesn’t blend into the rest of your text.

We’ve found, in many cases, our clients have the most success with calls-to-action that are image-based (particularly in emails). A really well-designed, attractive, image-based CTA can effectively draw click-throughs in a way other kinds of calls-to-action can’t. Give it a try!

4. Link to a landing page.

Send potential leads to a targeted landing page that is relevant to what they are looking for. Your CTA should send them to a page that will convert them into a lead.

For more information, check back in with our next post, when we explore how to create a landing page that converts leads.

How do you design calls-to-action that convert leads?

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