by IndustryNewsletters | Aug 14, 2018 | Content Marketing, Email Marketing, Lead Generation, Lead Management, Uncategorized
If your company’s leads are being be generated largely by word of mouth and referral source connections, this may mean your strategy is only a passive effort. Implementing a solid plan behind your initiatives can help lead generation efforts gain momentum. Here are three digital marketing strategies that will help you consistently generate new business. 1. Nurture Your website, blog, email campaigns and social media marketing all work together to nurture your clients, prospects and referral sources. These access points help interested onlookers find you and give “tire-kickers” a feel for the benefits of connecting with your business. Take the following steps to move prospects from cold to qualified: Provide relevant and engaging content to your clients and prospects Amplify your content by allowing multiple access points to that content through your website resources, email and social media channels Include calls to action in your messaging Maintain consistent communications to create repetitive touch points Experiment with a fresh approach as needed – be willing to try something new 2. Monitor Set notifications that alert you when prospects click through on content that has a direct tie-in to your products and services. You will also need to keep an eye on the data being captured in your online marketing platforms’ reporting tools. If you don’t monitor the metrics behind your marketing efforts, you’ll never know who is responding to your messaging. You’ll also miss out on determining which content is garnering the most interest. Metrics and reporting pull double-duty by helping you connect with nurtured clients and prospects while also giving you a feel for what’s resonating with your audience....
by IndustryNewsletters | Jun 5, 2018 | Best Practices, Content Marketing, Email Marketing, Marketing Tips, Uncategorized
Content is powerful. Good content provides information for your readers and leads for your firm. When you integrate effective content strategies into your digital marketing, you’ll always know when one of your readers is interested in learning more about your firm and your services. However, it can be difficult to create content strategies that last. Good content should always: Keep your clients and prospects up to date on key issues Help drive traffic to your website Help boost SEO rank when you incorporate relevant, keyword-rich articles Generate new leads, and help mine additional engagements from existing clients At your firm, billable time may be an issue with your professional staff, and it might also be difficult to consistently get staff involved in producing engaging content. There are challenges associated with creating original content. It’s hard to find the time, there’s an effort behind creating good content, and a-la-carte outsourced articles can get expensive. However, there are ways to overcome the obstacles of time, money and effort. Get Buy-in from Your Management Team – Develop a support system within your company’s leadership. Develop Internal Accountability & Rewards – Writing responsibilities can become a burden without support, accountability and incentives. Keep your content production objectives fun and interesting by offering a reward system for those who contribute to your efforts. Efficiently Manage Your Resources – Leverage content that may be available through your memberships with various associations or organizations. You may also supplement launches with curated content, or purchase additional content to augment content submitted by your professional staff contributions. Maximize Time Management – Make sure professional staff is contributing to your...
by IndustryNewsletters | May 4, 2018 | Best Practices, Database Maintenance, Email List Growth, Email Marketing, Uncategorized
Deliverability is generated by algorithms using a wide variety of signals to determine whether an email gets through to an inbox. In order to increase the chances that your emails are getting consistently delivered to your readers, it is important to maintain a good list. When your subscribers open your emails, click through your email content or have some other positive responses to your messages, this helps your deliverability. If readers simply delete your emails without opening them or mark them as spam, they are sending negative signals that can hurt your deliverability. Here are three tips to help you keep a squeaky-clean list and improve your deliverability. 1. Remove or fix bad email addresses. Some email marketing platforms will automatically suppress bad email addresses for you. If they do not, make sure you are taking steps to manage bad email addresses. A bad email address will be marked as such by Internet Service Providers (ISPs) because it has one of the following errors: Bad format—A format error could indicate that an email address is missing a period, contains a misspelling, or has other incorrect or duplicated characters. This type of error could simply be a typo that needs to be fixed. When the format error is obvious, like a double period, this can be corrected by making a small adjustment to the email address in your subscriber record. Bad domain—Sometimes domain names are changed, merged with those from other companies or are simply deleted. When this happens, it renders the domain portion of your email address (or everything after the @ sign) ineffective. Watch out for company...
by IndustryNewsletters | Jan 25, 2018 | Email Marketing, Lead Generation, Lead Management, Marketing Tips, Uncategorized
In order to get leads flowing in through your digital marketing, you must first make sure you have set automated lead alerts on key content. You should also check your click-through reporting to monitor prospect click activity. “Great! I have a lead… Now what?” Once you start generating leads through your email marketing, implement a strategy for converting click-through activity and lead alerts into new clients. Lead tracking is a key component to your success. Lay out a basic and intuitive process for monitoring and responding to leads. STEP 1: Look at What Generated the Lead Alert or Click Activity Check which article or banner piqued your readers’ interest, and make a note of the topic that generated the lead. STEP 2: See Who Responded to Your Lead Look at the individual’s contact record in your database. See if they have also been clicking on other content in the past. If you notice a trend, you definitely have a warm lead in-hand. If this is the first click, you may still have an opportunity to convert your lead into a client. STEP 3: Follow Up on Your Leads Send a personal email with a follow up message to your prospect. Say something like, “I noticed you recently read an article in our newsletter about [topic here]. Is this something you’re thinking of exploring? Feel free to email me at contact@mybusiness.com if I can help.” After one or two passive emails like that, take the next step and call your warm lead with a friendly approach to feel them out on their level of interest. Even if they don’t access...
by IndustryNewsletters | Sep 28, 2017 | Blog Tips, Content Marketing, Email Marketing, Marketing Tips, Newsletters, Repurpose Content, Social Media Marketing
Do you have a great email article that is just begging to be shared on your social media business pages? You may be able to easily share your email articles directly from your marketing newsletter. Many email platforms allow you to post your email newsletter articles with just a few simple clicks. Quick Tip: Create a Guest Record First In order to produce links from your email articles to be used in social media marketing efforts, consider creating a “Guest” contact record. Use the first name “Guest” and the last name “Contact” (or something similar) and your info@ or contact@ email distribution to set this record up. Additionally, you may complete the record with your business address, phone number and any additional contact information you would like to share to route interested prospects to your company. This way, any links or articles you use from your email marketing on social media can be tied back to your guest database record and your business contact information. Another benefit of this practice is that any personalization you may have used in your email will simply display as “Hello, Guest!” or a similar generic greeting. This will add a universal appeal to your emails when you forward your newsletter to interested parties, post the latest edition to your website or share articles with your social fans and followers. Next Step: Start Sharing The social sharing function of an email article varies between platforms but is usually a straightforward process. To give you an idea how an article can be shared, here are the steps you would take if you posted an article...
by IndustryNewsletters | Aug 9, 2017 | Content Marketing, Email Marketing, Marketing Design, Marketing Tips, Uncategorized
Just as aesthetics in art can draw the attention of an individual, so can the design of an email. In both cases, an individual is drawn in to what the artist or email marketer is offering because the visual appeal has piqued their interest. When you think about building your email newsletter and communicating value to generate leads – aesthetics matter. Incorporating email marketing best practices that are artistically pleasing can improve your readership engagement and generate more leads. Adhere To Your Brand Standards – Always One of the single biggest mistakes a marketer can make is to stray too far from the brand voice of your business. Your brand forms a strong impression in your readers’ minds and makes a meaningful statement about your company. Don’t water down the impact of your brand by incorporating colors, images and other visual elements that veer off the standards you have set to communicate your business through your branding. Keep Typography Consistent Your text choices, font styles, and font color choices have more to say than just words. Identify specific color choices and font styles for your headings, subheadings, bullet points, quotations and other call-out text so that your copy remains visually consistent across all your communications (not just email). Make Your Content “Scanable” Most of us know how short attention spans can be when you’re competing for the attention of readers scanning through their emails. Write your articles in such a way that allows readers to easily scan content so that they are able to identify valuable information quickly. Use subheadings, bulleted lists, quotations and other easily scanable formatting to make...
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