5 Tips for Generating Leads with Inbound Marketing

Inbound marketingIn this day and age, going out and finding new sales prospects isn’t always the best way to do things. That so-called “outbound marketing” of cold calls and door-to-door sales is outdated. Now, we do things a little bit differently. We utilize a strategy called inbound marketing.

An inbound marketing strategy focuses on bringing the customers to you rather than you going out and finding them. This can be done in several ways but is mostly done by pulling customers in with good branding, quality content, and a relatable and trustworthy business personality.

Generating leads with inbound marketing means using tactics and strategies that draw people in and make them actually want to receive information from your company. Let’s dive into a few tips to help you increase overall lead generation within your business by taking advantage of inbound marketing strategies.

1. Promote your content marketing with a Resources page.

One of the strongest inbound marketing tactics is content marketing, which is the practice of creating and distributing valuable and educational content about your industry to your customers and potential customers. Content can take on many forms, including blog posts, ebooks, cheat sheets, checklists, webinars, video tutorials, and more.

Utilize multiple types of content, create lead magnets, and host your content on a resources page on your website. You can link to your blog, embed an email sign-up list, share links to landing pages, and more. A resources page is a great catch-all page to boost or promote with social media advertising as well, because it gives people even more options to choose from in your content marketing, rather than a specific lead magnet.

2. Use long-tail keywords.

When you’re creating new blog content for your website as a part of your content marketing strategy, be sure to focus on long-tail keywords in addition to shorter-tail keywords.

When you’re blogging, you always want to create your content around one or a few focus keywords. For example, this blog post’s short-tail focus keyword is “inbound marketing strategy” because we’re writing about inbound marketing strategy.

Choosing a short-tail keyword is wise to start with because then you know your blog post topic. Next, you need to niche it down a bit more.

This is where you start looking at long-tail keywords. Long-tail keywords are, obviously, longer. This blog post’s long-tail focus keyword is “generating leads with inbound marketing” because, although yes we’re writing about inbound marketing strategy, it gets more specific than that.

An inbound marketing strategy blog post can focus on multiple things: content marketing, types of content, pieces of an inbound marketing strategy, etc. This blog post, however, focuses on generating leads using inbound marketing. And that’s something that people are actually going to search for in order to find specific, more refined results.

So you want to utilize long-tail keywords to catch more specific searches. Instead of titling a blog post “Inbound Marketing 101,” you want to use a much more focused title including your focus long-tail keyword, like “How to Create an Inbound Marketing Strategy From Scratch.”

Inbound marketing3. Create content that your audience wants to see.

This is where knowing your audience and understanding your buyer persona becomes absolutely essential. If you don’t know your customer that well, you’re not really going to understand how they want to consume content, and what types of content they want to see from you.

Comprehending your customer’s content habits is key to generating more leads with inbound marketing. If your people prefer to read, blog posts and ebooks are going to be killer for you. If your audience consists more of visual learners, perhaps an infographic is the best way to reel them in. If they’re audio people, a podcast episode or video might be your in.

Understand who your audience is, what they want to see from you, and create that content. That’s how you’re going to generate the most qualified leads for your money/time invested.

4. Use digital advertising.

Content is king, but advertising is how you’re going to get your content in front of your audience. Social media is turning into a pay to play world, and although we all miss the days when organic content could win out, life simply isn’t that simple anymore.

Use Facebook, Twitter, and LinkedIn advertising to promote your content and send traffic to your landing pages. Calculate your lead generation ad budget based on your overall conversion rate as well as how much each customer is worth to your business.

Digital advertising is much cheaper than traditional advertising and has incredible targeting options. You can place a pixel on your website to create a lookalike audience based on the people who already visit your site, you can pick and choose specific interests and demographics to create an audience, and you can add a geolocation so that only people within a certain radius will see your ads.

5. Optimize your lead generation forms.

If you want the most amount of leads, you put the least amount of fields into your form. For example, some fields on a landing page only require an email address. This can be optimal for businesses who have a larger target audience because people are more likely to fill out short forms.

However, if you want to generate more qualified leads, you want to add a couple more form fields to help you understand a little bit more about the lead. For example, name, business name (for B2B companies), or zip code can help you to target content more closely related to the new lead.

Forms on landing pages for webinars or content that is further down in your sales funnel can include even more fields to gather more data and information on your lead, as someone is more likely to take longer to fill out a form the more interested he or she is in your business.

If you want to learn more about using an inbound marketing strategy to generate more leads for your business, contact us to get started. We’d love to chat with you about your inbound marketing needs.



How to Improve Your Email Marketing Campaigns

Marketing toolsHow many emails show up in your inbox each day? Probably close to a hundred (or more) if you’re counting both work emails and all of the email newsletters you’ve somehow become subscribed to (whether it was opting into a lead magnet, making a purchase, attending a webinar, etc.). 

How many of those email newsletters do you actually read? Maybe about five percent actually catch your eye, but the others go straight to the trash or marked unread. 

This is because too many businesses are sending out emails just because they’ve heard they should, but they’re not really putting a lot of thought or focus into what they’re sending. 

Don’t do email marketing just because it’s a marketing best practice. Send out email marketing campaigns that are actually going to get opened and read because people want to open and read them. Let’s dive into a few tips to improve your email marketing campaigns. 

1. Personalize your emails.

Most email marketing platforms allow you to place a merge field into your email that will input the contact’s first or last name or even business name so that you can personalize the email. You can do this within the email content, or even within the subject line.

Personalized emails make your contacts feel like you’re talking directly to them and increase the chances that they’ll actually open and read your email.

Use personalization in other ways, too, like sending out reminders about abandoned carts, location-specific offers, and more.

2. Email new contacts within 24 hours.

The sooner you send content to a new email contact, the more likely they are to open and be engaged readers. If someone downloads a new lead magnet or opts into your signup form on your website, but then they don’t hear from you for a month, they might have forgotten that they’d even subscribed and be annoyed with this new email and immediately opt out.

It’s a great idea to send a welcome email to new contacts shortly after they’ve subscribed, welcoming them to your email newsletter, letting them know what to expect and how often, and linking to your sales page or leaving some sort of call-to-action. Enticing them with a discount or promo code is also a great way to thank them for signing up for your newsletter.

Marketing tools3. Send your emails from a person instead of your company.

When people see emails come from [Company] in their inbox, they’re automatically guarded, expecting some kind of marketing promotion. If they see an email from someone like [Name] at [Company], it immediately seems more friendly, and they’re much more receptive to what you have to say.

Buffer is a great example of a company that does this. Whatever email newsletter of theirs you subscribe to, you will receive emails personalized from someone within that department. Try this within your own company to see if it helps improve your email open rate.

4. Send emails often, but not too often.

It’s important for your business to find that sweet spot of how many emails you can send to your audience without annoying them. You want to stay consistent, but you also want to stay top of mind. Sending emails out once a month creates too much space between emails, enough time for someone to forget that they’re on your email list. Instead, you should opt for once or twice a week, but no more than daily, for your newsletter frequency.

Consistency is key in everything digital marketing, though, so whatever you choose, just make sure you stick to it. If you’re going to aim for once a week, don’t let an entire month go by before your email list hears from you again.

5. Write clickable subject lines.

What makes you click on an email in your inbox? Something that creates intrigue, or lets you know that you’re going to get something out of opening that email. Try to convey these things in each email that you send out.

Make sure each subject line is clear and easy to understand. Keep them short and sweet so they don’t get cut off. Create action-oriented subject lines that make your readers want to click. And, as we mentioned before, include a first name merge field every now and then to really grab their attention.

6. Include one call-to-action.

You don’t want your emails to be all over the place. Have one single goal for every email that you send out. Then end it with a clear and eye-catching call-to-action (CTA) button.

Oftentimes, people will scroll your email for eye-grabbing content to see what the gist of it is (so it’s good to have visuals and subheadings throughout). Including a large CTA button at the end of your email can catch a few of those scrollers and get them to click-through, even if they didn’t read the rest of your email.

Use a fun CTA on the button, too, instead of a “Contact Us” or “Buy Now,” use “Let’s Chat” or “I Need This” in order to be more fun and engaging.

7. Clean up your contact list.

It’s the nature of the platform — email lists can grow stale. If you’ve had the same contacts for years, and none have ever converted, you’re working with dead leads. Every so often, you want to clean up your list to get rid of contacts that bounce, contacts that never open your emails, and sometimes even contacts who open your emails but have never engaged with them.

This helps you to get rid of deleted email addresses, email addresses that were typed in incorrectly, and dead leads that aren’t going to convert. Although the size of your email list might shrink, your open and click rates will improve, proving that the contacts you scrubbed weren’t helping your bottom line anyway.

Use these tips to improve your email marketing campaigns. Contact us to learn more about how email marketing can help your business.


5 Tips to Get More Online Reviews for Your Business

Laptop computer.A couple of the most powerful types of inbound marketing are word-of-mouth marketing and referral marketing because people trust their peers. Ninety percent of customers read an online review before buying from or working with a business, so putting an emphasis on generating reviews for your business should always be a priority. 

How do you actually get customers to leave your business good reviews? Unless you are in the food and beverage industry, it is not always an easy task. So we wanted to discuss a few actionable strategies to help your business to get more online reviews. 

And not just any review — positive ones! After all, we can all agree that no review is better than a negative review.

Here are a few tried and true tips to get more online reviews for your business.

1. Ask for reviews.

Wait, okay, this one’s too obvious, right?

But seriously, the easiest way to get a review is simply to ask a customer that you know has had a good experience! At the end of your time working with someone, say “Hey, we would really appreciate it if you would leave us a review on XYZ or recommend us to any of your friends.”

Chances are, they’d be happy to do so! A lot of people just don’t even think about leaving a review until it’s been brought to their attention.

Obviously, you don’t want to bring this up to people who have had a bad or mediocre experience with your business (hey, we can’t win ’em all), but it’s a great idea to ask people who have told you in person or via phone/email how much they’ve enjoyed working with you to leave you a review or testimonial to share with future customers!

2. Make it easy for customers to find you.

Make sure you have a presence on multiple review sites. This makes it easier for your customers to find you and leave you a review on the platform of their choice. If you stick only to Yelp or only to TripAdvisor, you could potentially be alienating customers who don’t utilize either of those platforms.

Instead, you should maintain profiles on at least two or three online review sites, like Facebook, Google, Yelp, TripAdvisor, or Foursquare.

You also want to make sure you link to your review sites in multiple places. Include links on your website and in your email signature so that your customers can easily find them and click through to leave you a review. You can’t rely on customers to jump through hoops in order to do you a favor, so make it as easy for them as possible.

Customer pointing to a smiley face icon.3. Offer incentives to your customers.

If you’re struggling to get reviews, one strategy that’s sure to help is offering incentives to your customers who leave you a review. There are a few different ways to do this.

You could offer a small freebie or discount to each customer who leaves you a review, guaranteeing an incentive for everyone. Or you could run a campaign where everyone who leaves you a review within a certain time frame gets entered into a giveaway for a larger prize, like a $100 gift card or a free product/service from your business.

People are always happier to do someone a favor when there’s a chance they’ll get something in return, so if you’re looking to increase your reviews quickly, this is a great way to do so.

4. Send calls to actions with products.

If you ship products to your customers, create a “comment card” with a call to action to leave your business a review on one of your review sites. This is a great strategy because people are always excited when they receive a package in the mail, so you’re able to play on that happiness.

Hire a graphic designer to create the call to action card for your business and have them printed out so that you can include one in each package. Use your brand colors and fonts so that it matches your branding, and have it say something like “Tell us what you think!” with icons for the platforms on which your business has a presence.

5. Send a follow-up email.

Create an email marketing automation that sends a follow-up email to each customer after a transaction or a service is completed. You can use your email marketing platform to create a visually appealing newsletter-esque email template that includes copy asking for them to leave a review along with a button that leads to the platform where they can do so.

If you own an ecommerce business, this is a great way to quickly and easily send mass emails to customers after they have made a purchase from you asking for reviews. If your business is service-based, this allows you to set a trigger after working with a customer that sends this automation so that you don’t even have to think about the dirty work in asking for reviews. Your email automation is doing it for you!

If you prefer to go about this in a more personalized way, you can also simply send an email following up with customers after you’ve worked with them to see how their experience was, and politely ask them to leave your business a review.

Getting more online reviews for your business should absolutely be a priority. Customers want to learn about other people’s experiences before working with or buying from a business, and having little to no online reviews can deter your potential buyers. Use these five strategies to help your business increase your online reviews and then watch your revenues increase.


Strengthening Digital Connections with Clients

Digital marketing

digital-marketing-76The backbone of business is customer relationships. That’s what makes mom and pop shops so well loved — that connection between business owner and customer. People like to feel appreciated by the businesses with whom they’re spending their money, and that sense of connection and appreciation can go out the window for big businesses or online businesses.

Digital Marketing and Connecting with Clients

Although social media and digital marketing present a unique opportunity to have one-on-one conversations with your customer, it’s easy to have those meaningful relationships get lost in all of the noise. Let’s go back to basics, and talk about what’s really important: connections with clients and customers.

Let’s take a look at an example experiment.

You have a consumer looking to buy from your business or your competitor. They’re doing their product research and haven’t made up their mind yet. Your competitor takes the time to speak to your customer about their fears and reservations about spending their money on your product, while your business emails them a quick brochure about your products.

Which company do you think that consumer is going to go with?

Your competitor, obviously. Why? Because they took the time to make a connection with the potential customer. And all your business did was send them a brochure and leave them to their own devices.

Digital marketing can make us seem more distant, even if we’re trying to be helpful. So it’s important to focus on the ways that your business can strengthen customer relationships while still leveraging the efficiency of digital marketing and digital communication.

Here are a few ways to strengthen your digital connections with clients and customers.

1. Learn as much about your customer as you can.

Not only is this important to help you create more meaningful relationships with your customers online, but it is also essential to help your business pinpoint the perfect digital ad targeting. You need to take the time to learn about your customer, then use this information to mold your buyer persona.

Even if you think you know everything there is to know about your customer, and you’ve got your buyer persona down to a T, there is always more to learn.

Make sure you’re learning more all the time about where your customers are getting their product information, consumer buying habits, and what their pain points are. This can help you to understand your customer better, create content catered specifically to their needs, and be a better resource for information and assistance.

2. Insert personality into your voice.

Have you noticed how some of the most popular brands online have pretty big personalities? Take Wendy’s, for example. Their Twitter blew up when people saw how savage their responses to competitors and followers alike were.

DiGiorno Pizza, Old Spice, and Moon Pie are other brands that have a great presence on Twitter. They’re humorous and they’ve got big personalities. You want to keep your online brand voice similar to how you want your business to be perceived, but using humor, personality, and some internet speak can seriously help your chances of connecting with your audience online.

Try using popular slang, memes, pop culture references, and emojis within your online content to resonate with your online audience. You don’t have to be targeting Millennials and Gen Z to do this, either. Most online audiences (albeit maybe not Baby Boomers) appreciate some informal conversation with their favorite businesses online. Speak to your audience just like you’re speaking to a friend.

Digital marketing3. Be hospitable.

It really isn’t that difficult to have a hospitable mentality online. Be helpful, assist your customers, and don’t ignore their needs. In fact, go above and beyond to anticipate their needs, and be ready and waiting.

When someone is shopping in a store, there are typically associates around to help them out and offer a personalized shopping experience. If you run an exclusively online eCommerce business, or even if you just have an online shopping facet of your business, it’s still possible to personalize experiences.

Send a personalized email upon checkout thanking a customer for their order and letting them know when it will arrive. Look into including a small freebie in their package as a thank you. Or include a thank you note within their order.

Coming up with ways to thank and connect with your customers isn’t difficult. It doesn’t cost anything to say thank you, and in many ways, it can save your business money in customer retention.

4. Offer customer service through social media.

Many businesses only offer customer support via phone, and some offer it through online chat, but very few offer it through social media. Create a Facebook chatbot to answer FAQs, use a social media monitoring tool to keep an eye out for conversations mentioning your business, and have someone within your business man the Twitter account to answer questions and resolve issues that customers have.

Offering customer service through your social media opens up an entirely new way to connect with your customers, quickly resolve issues, and build social proof. Customers expect a response on social media within an hour, so it’s important to keep this in mind and ensure there’s nearly always someone available to assist. With smaller businesses, people tend to understand that they’ll hear back during business hours, so no stress if you cannot handle 24-hour customer service. 

With social media, it’s much easier to pull out your smartphone to double check notifications than to check in with a 24-hour call or online chat service, so remember to check in whenever you can.

Building customer relationships is essential to improving customer loyalty and helping clients and customers to choose between your business versus a competitor. Make sure that your business is the one personalizing communication, assisting customers as best you can, and strengthening relationships, and you’ll win out over your competition nearly every time. To learn more about how we can help your business with your digital connections, contact us today!


How to Start Planning for 2019 Digital Marketing

Digital marketingIt’s that time again. We’re well into Q4, so your business should be thinking about next year’s digital marketing planning. How do you kick the year off with a bang? How can you plan to generate even more revenue for your company? What promotions will you run? What new products or services will you create?

There is so much to plan ahead for, so the earlier you’re able to do so, the better. If you’re looking for assistance putting together a plan for your 2019 digital marketing, read on. We’re covering the best practices for planning your new year strategies.

1. Reuse what worked this past year.

Did you have any campaigns that really hit it home for your business? Run those same campaigns. If there are any sales or promotions that you’ve created for your company that have worked, especially any that have worked better than you expected, keep them in your repertoire. It’s much cheaper to reuse ideas and assets than it is to create new ones every single year.

You know what they say: don’t fix what isn’t broken!

Choose a few of your top campaigns from the previous year to rerun. This makes your 2019 much easier to plan but can also make customers excited when they remember how much they saved during the promotion in years past.

However, you don’t want to make your marketing boring and repetitive. By choosing your top few campaigns, you’re able to get good use out of ideas that worked, then spend some time with your marketing team to create new ones.

2. Focus on upcoming trends.

Digital marketing is always so interesting because it changes pace so quickly. What was new and relevant five years ago is obsolete today. This is why it’s essential to take a look at upcoming trends each year to see if there are any new avenues on which your marketing team should be focusing or investing.

What’s coming up for 2019?

– Data, data, and more data

It’s becoming increasingly doable to track social media marketing, even with brick and mortar shops. This means your business should absolutely be utilizing analytics, insights, and reporting to see which campaigns are performing, how many dollars are being generated, and where improvements (if any) could be made to increase performance.

– Chatbots

These have been increasingly popular over the last couple of years, with the most common chatbots being utilized on Facebook or on a company website. There is software in which your business can invest to create a chatbot that can help make appointments or sell products/services for your business without any of your sales or marketing people having to raise a finger.

– Native ads

These ad types are shown within feeds, just like any other post you see, with the only difference being that they’re denoted “Sponsored.” Because viewers are largely ignoring banner ads, sidebar ads, and other seemingly out of place ads, native ads that appear just like a friend’s post are gaining popularity. These are seen on each of the main social media platforms and should definitely be utilized by your business where possible.

– Video

Yes, we’re going to say this every year until you’re yelling “video!” in your sleep. Video content is the future. People want entertaining content to watch, and it’s your job to give it to them. Try investing in shorter videos for Facebook or Instagram Stories, and move up from there.

Digital marketing3. Conduct an online audit.

Because things are always changing, it’s a good idea to keep up with new design trends, check out new platform features, and more. Each year (or, ideally, each quarter), conduct an audit of your business’s online presence and update cover photos, rewrite bios, fill out any new fields with more business information, and generally take a look around to see if you’re following all of the branding best practices for your social media pages.

4. Analyze the competition.

Looking for ideas? Check out what your competition has been doing and see if you can emulate their campaigns and make them better for your own business. If you have absolutely no idea what to try next, your safest bet is just to do what everyone else is doing…only better.

Of course, we certainly recommend chatting with the experts and using an agency to help you out if you’re stuck in a rut (that’s exactly what we’re here for), but in the meantime, follow the crowd.

5. Test out a new type of digital marketing.

Is there something your business wanted to try out the last couple of years, but simply hasn’t done so? Make 2019 your year! Find something new to test this year and set out to create a plan for it.

If your business could really benefit from affiliate marketing or influencer marketing, start reaching out to people and businesses to promote your product. You can partner with a third-party company or use a CRM to automate your own affiliate program for your product or service.

If you’ve been dying to invest in video equipment to really dive into video marketing for your business, get on it! Create your video strategy, whether it’s weekly Facebook Live videos in a private Facebook group, webinars, creative videos, educational videos, and more.

Or, if your business would benefit from a podcast, invest in your equipment, add your podcast idea to iTunes, start outlining your episodes, and start recording! There are endless creative ideas to set your business apart from your competition, to provide value (both free and paid) to your customers, and generate a profit for your company.

If you’re interested in chatting more about how we can help you to create a 2019 digital marketing strategy for your business, contact us today. Creating profitable strategies is what we do best.


6 Ways to Optimize Landing Pages

Inbound marketingThere’s a lot that goes into creating and running your digital marketing ads. Fully optimized ads include strong copy that leads directly to a page about that specific product or service. That page is called a landing page. Many businesses don’t realize the power of leading someone who clicks on an ad about a specific service to a landing page for that particular service, and instead, they just send them to their complete services page or their contact page.

Sure, those can work sometimes, but if you want to fully optimize your digital ads and increase conversions, you need a landing page.

More than that, you also need an optimized landing page.

What goes into a landing page?

A landing page is not an extremely complex thing to build. You can easily create one within your own website, or you can utilize tools like Leadpages and Clickfunnels, that have been created specifically to help create optimized landing pages.

Your landing page, whether it’s for a product, service, webinar, lead magnet, etc., should have copy that further explains what the page is for and an opt-in form, sign up form, or check-out option (specifically for lower-priced products included in shopping ads).

You want your landing page to be visually appealing with quality design and photos/graphics, but the main two elements are your copy and your form.

How do you optimize a landing page?

Let’s dive into how you create a landing page that’s both visually appealing and that works to generate leads and conversions. The most important part of your landing page is that it does its job after someone clicks to it from an advertisement. If your ad is showing great performance and a ton of people are clicking, but no one is converting, the problem is not with your ad; it’s with your landing page.

Here are six ways to optimize landing pages.

1. Align your landing page with your campaign goals.

If you’re running Google ads, their performance is also partially based on how relevant your landing page is to your advertisement. You need to have some of the same language or else Google will think the page you’re leading visitors to after they click is not relevant to the actual ad.

Furthermore, if you have several different ads promoting specific services, it’s a good idea to create a landing page specific to that service, rather than sending visitors to your overall services page. You want to give people exactly what they’re looking for when it comes to your landing page. If they clicked on an ad for HVAC replacement, you don’t want to send them to a page that also talks about plumbing if that’s another service your business offers.

Instead, you want to focus on what your goals are for your campaign: getting someone to request information on a specific service, growing your email list, selling a product, etc. Then, create a landing page that caters to those specific goals.

2. Create compelling headlines and copy.

You want your headlines to be simple and straight to the point. This is not the place to put fluffy, creative language. Instead, you want it to convey precisely what your visitors are going to find on that page.

You also want your copy to be straightforward. Copywriting is an art form in its own right. It’s different from blogging and creative writing because there is much less personality involved. Instead, it’s meant to sell. You’re letting visitors know exactly what your business does, how you do it well, and why they should hire you to do it for them.

3. Use visually appealing images.

Again, design is important. It’s the first impression that your visitors see. You want to make sure it’s a good one. Use graphics or photos that relate to your product/service but are still pleasing to the eye. Make sure they’re not too busy or overcrowding your landing page. Strategically place them near your form to capture eyes even more. 

Inbound marketing4. Craft a strong call to action (CTA).

This is one of the most important parts of your landing page: getting someone to take action. You’ve already gotten them to this landing page from an ad, so you’re almost all the way there. Now, you need to really entice your landing page visitor to fill out your form or buy now.

Use a large, brightly colored button with actionable text on it, like “Give me the top secrets to X now!” or “Yes, I need to learn more about X service.”

5. Place your form above the fold.

You want the opt-in form to be one of the first things that people see when they land on your page. If someone clicks through your ad, ready to go, you don’t want them to have to scroll around the page figuring out where they’re supposed to put their information to get a callback.

No, you want the form to be front and center (well, technically right-aligned performs best), and one of the first things that your audience is able to spot.

Above the fold means that landing page visitors can see it without having to scroll, so it should be in the first or second section within the page. If your page includes a lot of copy and necessary information, there’s absolutely no harm in having a second form at the bottom of your landing page to capture even more leads. But make sure you have one at the very top.

6. Optimize your form fields.

If your landing page is a top-of-the-funnel inbound marketing strategy, you don’t want to require a lot of information within your form. The further people get into the funnel, the more information you can request. However, at first, it’s best to stick with name and one essential method of communication, whether you prefer phone or email. (We recommend email so you can also add them to your email list.)

In a middle-of-the-funnel landing page, you can ask for two methods of communication, company name (for B2B), and other secondary information. In a landing page towards the bottom-of-the-funnel, you can include even more fields. 

The more likely someone is to work with your business, the more willing they are to give out more and more information, and spend more time filling out your forms.

If you’re interested in learning more about how to optimize your landing pages, contact us and we’d be happy to help!


Data-Driven Marketing: Getting the Most From Your Data

Papers with charts and graphs along with a magnifying glass.Everyone is concerned about how their data is being used, and rightfully so. Because companies can gain access to a lot of information about their consumers, or even potential consumers, it’s important for them to be diligent about the ways they’re utilizing this data. This is especially true because strategies like data-driven marketing can be so powerful in guiding marketing messaging and targeting.

On one hand, it can seem difficult to understand how data, statistics, and numbers go hand-in-hand with creative marketing content, but taking the time to look at your marketing data and understand what it means is absolutely key to a successful marketing strategy. Data-driven marketing helps your business and your marketing team to know what’s working and what isn’t, and how to adapt to fix things or increase ROI.

Let’s take a look at the various types of data to which you should be paying attention with a data-driven marketing strategy.

1. Demographic Data

Demographic data is basic data about a person and helps you to fully understand who your audience is so that you know who you need to be targeting within your marketing messaging. There are tons of different marketing software you can utilize for this, but you can look at the basics within Google Analytics.

Be sure that you have created a Google Analytics account for your website and that the tracking pixel is properly implemented or else you won’t be able to gather any data from your website.

Then you can navigate to analytics.google.com to check out your insights. You’ll find demographic information under Audience > Demographics. Check out the overview before diving deeper into the other tabs.

Under the audience section, you can view average age, gender, language, location, and more.

This helps you to understand the people who are visiting your website. These are your people, the ones who are interested in your product or service, and the ones on whom you want to be focusing your advertising.

2. Consumer Interests

You also want to discover what your audience’s interests are so that you can appeal to them through your marketing messaging. Google Analytics has some basic interests information under Audience > Interests, like the industry the visitor is from (especially important for B2B companies) and things they like or like to do (shopping, home/garden, etc.).

You can also use Google Trends to find out more information like this. You can search for search terms and keywords that you know your audience is searching for and find more keywords that pertain to your initial query. This is great for keyword research and understanding your audience interests a little further.

Person holding a mobile phone.3. Behavioral Data

You’ll want to take a look at your Google Analytics, email marketing insights, and social media analytics to gather all of this information. Essentially, you want to pay attention to your audience’s current behaviors. What is your email open rate? Your email click rate?

If people aren’t opening your emails, what could be the cause? Are your topics not resonating with your audience? Do your subject lines need to be more enticing? Do you have an old or stale email list?

Look at your social media analytics. Your follower count isn’t a statistic that really matters. In fact, it’s more of a vanity metric that just makes someone feel good, especially because just a fraction of your followers actually see your content.

Instead, you want to pay attention to things like reach and engagement. Look at the types of posts that reach more of your audience. Is it links to your website? Photos? Videos? Those are the types of posts that you want to share more often. With what types of content is your audience more likely to interact? Pay attention to posts on which you get more than just likes. If people are actually reacting, like using the love, laugh, or other emojis on Facebook, those are posts that your audience cares about.

Then you want to dive into your website analytics via Google Analytics again.

This time, you’re going to take a look at what your most popular posts and pages are. These resonate with your audience or are audience favorites. Take a look at your most popular product or service pages to see what people are most interested in. Pay attention to how long people are staying on your website, as well as what your website’s bounce rate is. Are people coming to your site and immediately leaving? If so, what could you do to get them to stay?

4. Sales Data

This is some of the most important data that your business needs to monitor. What is your conversion rate? On average, out of every lead that is generated by every avenue, how many of those does your business close?

If you’re not happy with that number, start thinking about some tactics you can utilize to close more sales. Does your lead nurturing need some work? Do you need to update your sales pages? Does your website need a redesign? Do you need to work on your sales pitch?

Revisit every tactic you currently use to close a sale to see if any of them can be tweaked to become more effective. Your sales data is what is actually, actively making your business money and making your business profitable, so it’s essential to understand your conversion rate.

Furthermore, you want to look at your ROI for your sales and marketing efforts as well. Look at how much you’re spending on advertising or marketing, and how much revenue those efforts are generating. If you’re spending more than you’re making, you need to reevaluate your strategy.

Data-driven marketing can be a very powerful inbound marketing strategy. It helps you to understand things about your business and your marketing efforts that you won’t be able to find out in any other method. If you’re interested in learning more about the types of data your business should be paying attention to, contact us today!