How To Use Email Marketing For Lead Generation
In last week’s blog post I talked about how to use email marketing for beginners click the link to be taken to that blog post. In this week’s blog post my topic is how to use email marketing for lead generation.
What Is A Lead
A lead is a potential customer who has shown interest in your brand by taking some action through a call to action on your website or social media platforms.
Once a lead has shown interest by giving you their contact information as a result you must take that information and nurture them through an email marketing campaign that leads them to a purchase.
Using Lead Magnets
Email marketing is a cost-effective way to acquire leads and using lead-magnets can assist you with generating quality leads.
Your goal as a marketer is to provide great value when creating free resources for lead generation for this reason you don’t want to give your new prospects a resource that is subpar, this is one of the reasons why a new lead may unsubscribe.
When creating a lead magnet you should know who you are creating it for and what is the one issue your resource will solve or give a quick solution to.
Utilizing Call To Actions To Generate Leads
In order to generate quality leads there must be a CTA (call to action) below are the types of CTA you can utilize for lead generation.
- Online Forms
- Case Study
The way to qualify quality leads is to find the people that need and want your service. Some entrepreneurs struggle in this area because they are trying to sell to everyone. Qualifying leads is an important step in your sales process.
Before you can acquire a customer you need to have leads, quality leads are the lifeblood of your business, in order to gain quality leads you need to have valuable content that attracts and engages a clearly defined target audience for them to take action.
Creating buyer personas are a way of understanding your potential customer’s buying habits, interests and behaviors so you can set the tone and delivery style when developing your content strategy.
These are areas you can focus on when creating your buyer personas.
- Where Does Your Potential Customer Look For Sources of Information
- What Are Their Goals
- Challenges (tech, processes, creating systems, graphic design, website etc…)
What is an objection they might bring up during the sales process (price too high, not ready to commit to the process, time commitment is to long)
How does your buyer persona like to absorb content (video, audio, Pdf, case study, challenge) make these types of media available to lower buy objections.
Nurturing Your Leads
Once you acquire new leads your welcome email sequence is of the utmost importance click here to glean the steps when setting up this sequence. The importance of nurturing your leads is to prepare them to make a purchase based on where their struggle is.
You have to know where your lead is in the buying cycle of the customer journey, some entrepreneurs will offer a free resource in exchange for their email address and on the thank you page there is a related offer, which is called an upsell that offers more value than the free offer.
You as a consumer have been offered upsell’s many times especially if you eat at fast food restaurants such as Mcdonalds or Burger King, they give you more value when you opt-in for the combo order instead of a stand alone item.
This is important for you to utilize this strategy in your business as well, however don’t make the mistake of offering a product or service that is not aligned with what they opted in for, the reason for that is it causes a disconnect because that is not where their struggle or challenge is.
If you have a website it will be beneficial to ensure that it is optimized for lead generation.
- Website Content
- Landing Pages
- Product Pages
- Resource Pages
If you have a website there should be some type of lead generating form available to acquire leads from your website’s traffic.
You can place a simple pop-up form when a visitor comes to your homepage or place it in the sidebar, about page above or below the fold or at the footer section of your site.
Write clear and consistent copy on your forms and stick to one main problem that you will solve when they opt-in on your website.
To meet your money goals within your business means you need to be acquiring leads on a daily basis or performing some type of lead generation activity in your business each day.
You need to have CTA’s on your social media platforms (links to free and paid offers) this is how you will generate leads.
If you don’t have a product or service or don’t know what to create, do a search in your facebook groups and see what the main issue many of them are having and create a product or service around that.
There are many ways to generate leads for your business. It comes with thinking outside of the box, getting creative and implementing the tasks needed to meet your money goals.
As always if you have any questions please leave them below.
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