Internet marketing Archives - TAB Corporate

Email Marketing to Engage, Nurture & Convert Leads

E-mail Marketing Flat Illustration

Email marketing may seem like a dying communication channel, but it’s importance to your integrated marketing campaigns are still undeniable. Using current tools and techniques, your email marketing campaigns will become more relevant than ever. This installment of our business tips blog series provides real-world business tips—from business leaders like you—to focus on how your email marketing can be used to engage, nurture and convert contacts into leads.

Email Marketing Services

If you are not currently using an email marketing service, you should seriously consider doing so. Services such as Constant Contact or MailChimp provide inexpensive access to professionally developed HTML and text email templates, allowing you to promote new products, services and/or promotional offers to current and prospective clients.

Pro Business Tip: An email newsletter is an effective and relatively inexpensive way to stay top-of-mind with your pipeline and position yourself as a trusted expert in your industry. It is highly important to consistently send the newsletter periodically (once per week, once per month), and to make sure the content is valuable to your readers.

Email Marketing Best Practices

  1. They say first impressions are important, and this is definitely true of your email subject line. Ask a relevant question in the email subject that will compel the viewer to open the email in the first place!
  2. Use a real person’s name for your “friendly from” name. This will usually produce a higher open rate than using your company name or some other generic “marketing” or “communications” name.
  3. Personalize wherever possible. Many email service providers allow you to upload the contact person’s name, company name and other information you may have on them. Including their first name in the salutation at the very least will help increase your click-through rate.
  4. Segment your email list and target your messaging based on the contact’s lifecycle stage. Are you communicating a promotion to a current client (or someone who has purchased from you before), or are you sending an email to someone who is new to your list and just beginning to explore your product/service? The more targeted the email, the more likely it is that the reader will click on your call to action.
  5. Speaking of call to action, each email should have one prime, specific call to action that urges the reader to do something. Perhaps you are driving them to a new product page, inviting them to an event or promoting a special offer. Whatever the call to action is, make it clear, concise and obvious!

Pro Business Tip: Follow up on your email campaigns with a personal phone call. Make sure your sales team is aligned with your marketing team so they can work together to make the campaign successful.

This business tips series is all about sharing advice, so go ahead and share your best email marketing lessons with the rest of the group!

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Websites That Attract & Convert

Vector Set Of Line Flat Design Banners For Conversion Rate Optim

Your website is most likely the most important online (and possibly offline, too) real estate your company owns. Websites not only provide information and validation for your products and services, but are also an effective branding and lead generation engine when used correctly. This edition of business tips from the top comes from business leaders like you to focus on how to optimize your company website to attract visitors and convert them to leads.

Attract

Search Engine Optimization (SEO) is used to obtain high-ranking placement in the search results page of a search engine (from Webopedia.com) and is crucial to the success and visibility of your site—if you want your target market to find you online. SEO is complicated, time consuming, and optimization parameters change often. Unless you have the knowledge base and talent already in-house, SEO optimization is an activity that this best outsourced.  This service can often be expensive and, as so many things in life, you get what you pay for.

Keep your website content current and timely. Updating your site content periodically will not only keep you site fresh for prospect validation purposes, but will also help increase your site SEO rankings in search engines. One really simple way to do this is to attach a blog to your website and blog regularly. Not only will this position you as an expert in your market, but it will also signal to search engines that fresh, relevant content is being published to your site regularly. Create a blog posting schedule for yourself and stick to it. At a bare minimum, your company should post a blog once a week.

If you haven’t done so already, set up a Google Analytics account for your website. This is a free tool that—at a bare minimum—allows you to track the number of visits to your site, page views and bounce rates. On a more advanced level, you can use Google Analytics to set up goals, tracking where traffic is coming from and how well visitors are converting into leads.

Pro Business Tip: Tracking these metrics carefully will provide you the basis for where you can prioritize and focus your web optimization efforts. Your basic goal should be to increase traffic and conversation rates, while decreasing your bounce rate.

Vector Set Of Line Flat Design Banners For Conversion Rate Optim

Convert

Once you have a viewer on your site, how do you turn site browsers into buyers? One tactic is to use a “Can we help you?” box that pops up after the visitor has been on your site for a pre-determined period of time. This box can be in the form of a instant messenger, or a short form where the visitor fills in their name and information for an immediate phone call. If you do not have the staff to answer these messages right away, there are services that can respond for you, using information you provide.

Often, a visitor is not ready to purchase on the first visit—or they become distracted and leave the site for other reasons. Many companies use a tactic referred to as remarketing or retargeting, which displays certain advertisements targeted to site visitors across a display network. There are many services that you can hire to manage a remarketing campaign for you, or you can manage your own through platforms such as Bizo’s remarketing self-service tool or Google Adwords.

Pro Business Tip: Marketing automation platforms have become mainstream in many marketing departments, both large and small. Most of these tools allow you to track website traffic sources, social media reach and interactions, and collect leads through online forms to intelligently market to according to where they are in the marketing funnel. Learn more about marketing automation platforms.

This business tips series is all about sharing advice. So, tell us, what website optimization tactics have helped your business attract and convert visitors into leads?