How Digital Marketing Can Help Your Lead Generation Strategy

Digital marketing is such a broad term nowadays. There are countless avenues to go down, and at times, it can be a bit overwhelming. Every business is looking to gain new leads and ultimately grow their customer base, right?

Right.

However, you’re going to have to have a lead generation strategy in place in order to not only acquire new leads but convert them as well.

Download our guide now to see how digital marketing can help your lead generation strategy:

Digital Campaigning

What is it?

The use of business cards and newspaper ads are a thing of the past. It’s clear that every lead generation strategy must be present on the internet. As a digital marketer, there are a variety of avenues that you can go down with a digital campaign.

Facebook has amazing opportunities to put your brand’s message out there and acquire new customers and leads. With over 2.38 billion monthly users, taking advantage of paid Facebook campaigns are a definite road to go down.

While you’ll need to choose where your ads will be seen, you’ll also need to develop content that your leads are going to respond well to. Check out our blog post to see which graphics you can incorporate into both your paid and organic lead generation efforts.

Why use it?

With 95% of Americans owning cellphones, and 77% of those people owning a smartphone, it’s a no-brainer that digital marketers need to be just that – digital. Setting up a campaign through Google, Facebook, Twitter or any other platform is a must.

How do you implement it?

Take a couple courses on the platforms that you want to display your ads. There are countless YouTube videos out there to give you direction and inspiration.

Just make sure you’re designing your digital campaign around your audience. Generating leads revolves around being present in the right place, at the right time.

Implementing a digital campaign is the easy part – strategizing and creating relevant content is where most marketers get stuck.

58% of internet users say they don’t click on ads because they aren’t relevant. So, to convert a lead, you’ll have to show them content that not only catches their eye but captures their attention as well.


Landing Pages

What is it?

A landing page is where interested prospects are going to be led to – it’s the most important piece in your lead generation strategy.

Maybe a website visitor clicks on a call to action for more info on your service, or a Facebook user clicks one of your ads – regardless – these potential leads need to be taken somewhere filled with valuable information that is specific to their needs.

Call to actions should always lead to a landing page – never your website. Your website should be designed more generally, showcasing your overall brand and corporate values.

These individuals need to be directed to a page that answers exactly what they were looking for, and not to mention, a place where they can give you their information.

Why use it?

Essentially, your landing page will offer a valuable content offer (or offers!), while also offering a form to fill out with contact information. Acquiring emails not only allows you, a digital marketer, to continue to nurture individuals as a lead, but it also allows the opt-ins to regularly hear from you!

In short, landing pages are a digital marketing tactic that helps increase your conversion rates and lower your cost of acquiring a lead or sale.

How do you implement it?

Getting a landing page built and tested is one of the top five challenges faced by B2B marketers. Don’t let the confusion and intimidation stray you away from implementing landing pages into your lead generation strategy!

The process can be simple when you have marketing software such as Hubspot, Instapage or unbounce.

These easy to use sites allow you to use quick drag and drop options to create clean designs with easy navigation for the landing page visitor. Not to mention, you can use templates for an even easier route.

So, what are you waiting for? Stand out from the competition and lead your visitors to a relevant page. Adding landing pages into your digital marketing mix will make your lead generation strategy foolproof.


Email Marketing

What is it?

In today’s digital world, receiving an email every hour is expected. In fact, it’s projected that 306.4 billion emails will be sent and received every day in 2020.

So, what makes the cute animal email thread different from email marketing?

While the marketing emails are designed to promote products or services, it’s also made to develop relationships with potential customers/clients. Basically, digital marketers will send out emails to a targeted group of people. That list is made up from leads who opt-in with their email address, typically from landing pages.

Why use it?

Let start with a mind-blowing statistic. According to Hubspot, 99% of consumers check their email every day, and 59% of people say that marketing emails influence their purchase decision. This is HUGE news for lead generation strategies.

However, your brand needs to stick out in the cluttered inboxes and tailor email messaging to specific segments of your customer database. Show that your brand is personal, and that you value communication with customers! Always send them content that will hit their pain points and answer their questions.

This type of messaging helps a business develop and maintain a relationship with a customer over time. According to Forrester Research, companies that nurture their leads see 50 percent more sales-ready leads than their non-nurturing counterparts at a 33 percent lower cost. 

It’s obvious - email marketing is a powerful tool when trying to convert leads or upsell existing customers.

How do you implement it?

With lists building quickly, marketing automation is an easy method to help digital marketers automatically send highly targeted emails to leads.

For starters, your leads will need to be synced with your CRM, who can then be placed into a workflow. After filling out a form on a landing page, leads can then be nurtured with content that matches their specific interests or placements within the marketing funnel.

Again, using a marketing software, such as Hubspot, to help nurture your leads in an email workflow is beyond useful and easy to implement.

 

Yes, digital marketing can be overwhelming, but the opportunities are endless! Take advantage of the digital campaigning methods to grab your audiences’ attention. Then, send them to a page that makes sense and allows them to give you their contact information. After you have their email, nurture them as a lead and start a conversation with them.

Make sure that every stage of your lead generation strategy is well thought out. Your leads care about quality content and conversation, and you should too!

Top 5 Lead Generation Best Practices (10).png

Download our guide to up your digital marketing strategy

Creating effective social media content to share with your target audience is a crucial part to your marketing strategy.

Using our expertise in content creation, we’ve created this guide to help you cultivate a more engaged audience and, ultimately, help you grow your business.

In this download, you’ll receive:

  • The steps you’ll need to follow in order to create social media engagement.

  • 4 essential elements to add in every content piece.

  • Information on different types of graphics your business can post for brand awareness and engagement

  • Key strategies for lead generation

11 B2B Lead Generation Tools To Help You Set Appointments Fast

11 B2B Lead Generation Tools To Help You Set Appointments Fast

Creating a pipeline of leads can be challenging and time consuming especially when you’re selling a product or service that requires an appointment for a one on one conversation or meeting. While there’s no secret formula for generating leads that works across every business and industry, there are several tools that we how found make the odds of success higher and faster and we’d like to share them with you!

Keep reading for our 12 favorite tools for creating a pipeline of B2B leads that will fill your calendar with appointments fast.

How to Use Video to Increase Membership Engagement

How to Use Video to Increase Membership Engagement

It’s no surprise that video is the most efficient form of communication in 2019. With videos being shared 1200% more than text and images combined, it’s time that your membership association jumps on the video content bandwagon.

Sure, posting a video seems like a great idea to increase your engagement on social media, but what should the video be about? Associations typically don’t create videos because they don’t know where to start. Here are a few avenues to go down to get the creative juices flowing!

How to Re-Engage Lapsed Members with Your Organization

How to Re-Engage Lapsed Members with Your Organization

So, it happened. Your member lapsed and there’s no sign of them renewing their membership anytime soon.

What do you do? Do you just let them leave without engaging or do you figure out how to re-engage lapsed members?

With current or previous customers being easier to convert and more profitable (increasing customer retention rates by 5% has the potential to increase profits by 25% to 95%!), you simply can’t afford to let your lapsed members walk without trying to bring them back into your organization.

How to Choose the Right Social Media Platforms for Your Membership Organization

How to Choose the Right Social Media Platforms for Your Membership Organization

Social media is no longer just the future; it’s the present. With over 2.34 billion people worldwide on social media (and that number is expected to grow to about 2.95 billion by 2020), your membership organization simply cannot afford to not have a presence online.

Our goal is to help your membership organization be successful, whether that be in-person or online. Because social media is highly intertwined with everyday life, we want to help you choose the right social media platforms for your membership organization.

Increasing Member Engagement with the Right Graphic

Increasing Member Engagement with the Right Graphic

Nowadays people are scrolling through social media in a slightly distracted way – sometimes for only a few minutes at a time. So, the saying, “a picture is worth a thousand words” has never been more accurate.

It’s true – our brains were built for visual information. In fact, humans recall information 55% more efficiently when it’s paired with a graphic. This means that, as marketers, we have the responsibility of creating graphics that drives engagements and brings brand awareness. 

Here’s a quick guide to better understand the different types of social media graphics that can have a powerful impact on your brand and skyrocket membership engagements in your organization.

How to Increase Event Attendance with These 4 Key Marketing Tactics

How to Increase Event Attendance with These 4 Key Marketing Tactics

Members join your association for one of two reasons: either for education or opportunities to build their network. There is no better chance for you to show the value your association provides to those members than your annual event, but do you know how to increase event attendance?  

Let’s think of a couple traditional event promotion practices.

Monthly newsletter?

Email marketing?

Social media?

Sure, those are all great options to promote an event to increase attendance, but let’s look beyond the surface at how you can attract the crowd.

5 of the Best Ways to Increase Membership Organization Recruitment

5 of the Best Ways to Increase Membership Organization Recruitment

We know that impacting and helping more members is one of the most important goals of your association. While retaining association members is essential, increasing membership organization recruitment rates is just as much of a priority.

Our InceptGrows team is highly knowledgeable in the membership niche. So, what better way to give you the best advice than to round up a few members of the team to share five of the best ways to increase membership organization recruitment?!

How to Engage Association Members with an Email Welcome Sequence

How to Engage Association Members with an Email Welcome Sequence

We are huge fans of quickly following up with inbound leads and sending new member welcome emails. But if you really want your association’s new members to feel even more a part of your community, creating a new member welcome email sequence will take your relationship with them steps further.

Welcome email campaigns range from standard, with about 3 emails, or more complex, with up to 7 or more emails. The length of your email sequence depends on your goal that you want to accomplish at the end of the sequence.

Because this is targeting new members, your goal for this email sequence should be to get them more involved in your organization. This could include getting to know your members better, encouraging them to sign up for a conference, or even complimenting any phone efforts to reach association members.

4 Reasons You Should be Calling Association Members Right Now

4 Reasons You Should be Calling Association Members Right Now

You’ve done the leg work to recruit, cultivate and grow your membership base. Like many associations, you may find yourself asking what’s next or how can I retain my members? Time and time again the phone has proven to be a successful channel to quickly disseminate information, prevent donor lapse and increase attendance and engagement.

I’m combining our expertise in lead generation and membership organizations to remind you why you should be call association members right now.

3 Ways to Create Hyper-Targeted Audiences For Your B2B LinkedIn Campaign

3 Ways to Create Hyper-Targeted Audiences For Your B2B LinkedIn Campaign

With more than 500 million members, 61 million of which are senior-level influencers, LinkedIn is an ideal platform to generate leads for your B2B organization. In fact, according to HubSpot, LinkedIn is 277% more effective at lead generation than Facebook and Twitter.

While Facebook is a very powerful tool for B2B marketing in our experience, LinkedIn allows you to be more effective at creating hyper-targeted B2B campaigns for a niche target audience. Keep reading to see the top 3 ways to create these hyper-targeted audiences for your next B2B marketing campaign.

3 Ways to Follow Up on B2B Inbound Leads

3 Ways to Follow Up on B2B Inbound Leads

Wherever you look online, it seems as if everyone is telling you that you need to generate more leads to grow your business. However, do you have a plan for converting those leads into customers or members? Oftentimes, pitching a sale to new, cold leads will likely not lead to a sale at all and even turn off your potential client from wanting to hear from you ever again.

We discussed how quickly you should follow up with inbound leads, but if you still aren’t sure the best ways to follow up, this blog post will help you start planning.

Mastering Lead Generation Using Account Based Selling

Mastering Lead Generation Using Account Based Selling

Account-based selling is a multi-touch, multi-channel strategy coordinated across the entire company to pursue targeted, high-value accounts. It is primarily used by B2B sales teams and targets 'accounts' rather than specific, individual leads.  This allows marketing and sales teams to work together from the very start of the campaign and throughout the entire revenue cycle.  

5 Lead Generation Trends for 2019 That We're Excited About

5 Lead Generation Trends for 2019 That We're Excited About

It’s no secret that lead generation is something that we excel in. Because we want to continue to help our clients grow and succeed in their own businesses, we strive to stay in-the-know on cutting edge ways to bring in more leads for them.

We interviewed several members on our InceptGrows team to talk about trending lead generation tactics that we’re either currently employing or excited to test in the coming year. See what they said below:

4 Important Things to Include in a New-Member Welcome Email

4 Important Things to Include in a New-Member Welcome Email

One of the most important steps to take when onboarding new association members is to send a welcome email. Creating an engaging association means engaging your members as soon as they sign up.

No one likes walking into a party and the host walks past them without a warm welcome and inviting them to check out all that’s going on. So, think of your association as a party (because that’s what it should be treated as!) and welcome your members like they just arrived at the best party of their life!