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Give a Little, Get a Little

Giving Not so long ago, in a galaxy not so far away, companies looked at their websites as if they were a sunk, untrackable marketing cost – sort of like printing brochures or creating a new corporate identity. Thankfully, those times have passed, and smart companies can view their websites as if they’re marketing assets that can actually generate ROI. And generating ROI is easier than you think. Just look at the popularity (and expectation) of value-forward online offers that are given in exchange for a little contact information. The value can be expertise or financial or experiential; the benefit to you is actionable information. Your online marketing efforts are trackable through the introduction of these sorts of micro-transactions — and that allows you to actually get a handle on ROI. If your ultimate goal is getting more leads into your sales funnel, here’s how to do it. It works. We want your sales and marketing team to be crying “uncle!” because they’re so overwhelmed by the number of leads.

How am I going to be found?

You’ll need a combination of social media, SEO, SEM and probably a couple of other acronyms. Let’s look at those first three: Are you going to engage your audience using social media (e.g. Facebook or Twitter)? Better be ready to generate great content and pay to get that content in front of audiences. Facebook’s new algorithms have cut the organic (non-paid) reach of businesses’ posts, so if you want to get your content in front of people, you pretty much have to pay to play. Looking for some organic SEO (search engine optimization)? Again, generate content that will be found by search engines and your users as they comb the Internet. Google’s algorithms now look for quality content: Keyword-stuffed content and other ways you used to be able to game the system simply don’t work anymore. Thinking about SEM (search engine marketing)? Consider what your audience is looking for, not what you want to throw at them. Chances are, the terms you use in your industry are inside baseball: The rest of the world doesn’t talk that way. You say synergy; they say working together. You say impacted; they say affected. You get the idea. If you don’t consider your audience’s need, you’re probably using the wrong keywords— and using the wrong keywords can be a costly mistake. It’s like getting directions from someone who speaks a different language. You’re simply not going to find your destination — just like your audience won’t find you.

How do I capture the leads?

That’s the easy part. A form will suffice – one where you’re not asking too many questions, or else visitors will abandon it; too few and you won’t Barrel of leadsget the information you need. Get the information you really need and allow your visitors to go on their merry way. But (and this is a big one) make sure that the method you’re using to drive leads is trackable so you can determine the effectiveness of the elements of your campaign. If you’re feeling particularly adventurous, relevant landing pages on your website for your specific ad channels/ad copy will help you not only tailor the experience for your audience, but also help the ads’ quality score (in the case of Google) and decrease your cost.

What’s in it for the user?

This gets a bit more complex and time-intensive. Why is someone going to give you their email address? Are you promising them an awesome white paper written by an industry leader, or are you giving them monthly (or more frequent) emails that are going to help them think of smarter ways they can run their business? Is it something as simple as a coupon? If so, they’ll probably be happy to leave you a bit of information. But if you’re simply saying “sign up here” and not offering anything of value in return, you’ll end up with an email database full of nothing – you lose. Good day, sir! The “WIIFM” (what’s in it for me) part will take you time and resources to create. If it doesn’t, there’s probably no value in it for the user, unless you’ve put 10,000 hours into understanding the intricacies of South American pan flute and can write about that topic in your sleep. Even then, you’ll have to write it in a clear and intelligent way at a level your target audience can understand. And you’ll need to make them care about it.

What am I going to do with the leads once I have them?

This is not a question to take lightly. We’ve seen companies work with us to create awesome campaigns and say “I’ll take care of reaching out to my leads once they’re in the system.” If they don’t have a plan, nothing happens – and months later they have a great potential audience that is completely unengaged and will be surprised when that first communication finally comes. This leads to requests to be removed, deleted, “un-liked” — it might even make people downright hostile. You do not want that. So, it’s essential that a plan be in place from the start to deal with the leads as they’re coming in. It doesn’t even require real, live human resources placing outbound calls – a drip campaign that emphasizes lead nurturing and provides relevant, valuable content will ultimately generate sales. Does this all seems rather challenging, that’s what we’re here for! Our digital strategists will help develop a campaign from start to finish – intelligently leveraging all aspects of wedü’s team, including content generation experts, experienced designers and knowledgeable developers. The fun part for us is doing a full lead-generation campaign and being able to show you its value (and, of course, you’re able to share that information with others in your company), making you look even smarter than you already do. Yes it’s possible! We can dü it.  
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