Tips & Tricks for Inspired Marketing Articles

Tips & Tricks for Inspired Marketing Articles

What will fill your marketing editorial calendar in the months ahead? It can be daunting to lay out writing assignments for your marketing efforts, but it does not have to be. With a bit of forethought and planning, you can tap into writing inspiration on a regular basis. Who are you writing for? Your first step should always be to consider your audience. To really craft meaningful lead-generating content, you need to develop buyer personas. Lay out focused profiles of your target market audiences, and keep these personas in mind while crafting content. The goal is to keep your readers’ needs in mind while also keeping your firm’s growth goals in mind when you’re writing marketing content. What are your goals? Map out a hierarchy of what is most important to your firm when it comes to lead generation. Looking to generate more leads and grow your firm? Seeking to improve client retention and nurture relationships? Attempting to create more repeat business with existing clients?  Want to stand out in a competitive marketplace? Growing a base of brand evangelists? Why are you writing in the first place? Lead generation is the main purpose of your marketing content. It is important to consider your goals so you may begin building lead-generating content that has a pain/gain approach. Your articles should shine a light on your readers’ needs and provide a path toward solving pain points. Think about how your services or products could tie into an article and offer an obvious connection back to your firm for help. Focus on providing just enough relevant advice to give your prospects the confidence that...
Is This Your Situation? “My Newsletter Is Not Generating Enough New Business…”

Is This Your Situation? “My Newsletter Is Not Generating Enough New Business…”

According to the Direct Marketing Association’s 2013 study, email is the most effective channel for direct marketing. Business people prefer to stay in touch via email rather than social media. This puts a lot of pressure on crafting the right newsletter to appeal to customers. If you are finding that your newsletter is not resonating with new and existing customers, or that it is failing to generate any new business, then it is time to take a look at your newsletter’s metrics and input some better practices. “Email marketing produced above average lead conversions for 27% of marketers in 2013.” (Source: HubSpot) Metrics You Should Be Tracking • Email open rate: the percentage of people that received your newsletter who opened the email. • Click-through rate: the percentage of people who clicked on URL links based on how many people opened the email. • Bounce: emails that failed because of incorrect email addresses, etc. Additional Metrics That Provide Insight • Time of Month: when was the newsletter sent throughout the month? • Time of Day: you must have a consistent schedule, otherwise your open rates and conversions will be scattered and random. • Links with the most clicks: which links were clicked on the most? Once you have a handle on some of these basic metrics, you want to get more in depth and start calculating how, if at all, your newsletter is increasing business and making you money. Calculate Cost per Conversion Calculate how much it costs you to put together the newsletter and divide it by the number of conversions you received. This is also part of...
Best Practices to Turn Leads into Initial Consultations

Best Practices to Turn Leads into Initial Consultations

If you are having difficulty converting your leads into viable meetings and consultations, you may need to brush up on the most efficient ways to get leads to pencil you into their schedules. Outreach Tips Your first outreach is a combination of emailing and calling individuals whom you have some sort of connection with. Perhaps you are part of a similar group or organization, and you’re emailing/calling to propose a meeting about how your services could benefit them. Here are some fast tips to succeed at the initial outreach. Clear Subject Lines State Your Purpose Date of Meeting Persistence is Key Always be clear about why you’re calling/emailing and be upfront about scheduling a meeting. Including the date of a potential meeting can actually increase the open rate by 30%-40%. Which brings me to my next point, when it comes to emails, you must be focused on open rates. Things that don’t work are offering discounts or sales, as well as vague language about innovation and modernity. Be upfront about what you’re offering and that you would like to schedule a meeting. Conversation Rate = Total Number of Meetings ÷ Number of Leads × 100 Lead Management Part of managing leads is making sure that your marketing strategies work. Are they opening emails or filling out contact form submissions? Make sure that your marketing strategies have been tested and proven to increase open and click-through rates. You also want to keep track of the status of your leads. In order to turn leads from cold to warm, categorize them in the following way. Affiliation: Coldest type of lead. You...