A ‘content marketing strategy’ is, according to the Content Marketing Institute, “…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” The same organisation defines a ‘content strategy’ as the “creation, publication, and governance of useful, usable content.”
Although there are many, many new and exciting methods of keeping in contact with your customers, these stats show that you should still be using email as part of your digital marketing strategy.
In this article, we’ll take a look at email marketing tactics that can help you to generate marketing success in your business.
Small businesses especially may feel daunted by follow-up campaigns, because not only do they take time and energy to create, but there is always that underlying question: Where is the line between being persistent and being relentless?
There is nothing that is more effective than in-person marketing. In a recent survey, 93% of respondents returned more favourable feedback for live events as opposed to television commercials. Digital marketing could be said to have the same hands-off approach to marketing that advertisements on television have, as both mediums do not involve the customer directly interacting with a salesperson.
However, the rapid advancement of technology has meant that tech whizz-kids have been able to develop systems for websites and social media that personalise a user’s experience with the company, without the need for a staff member to be on the other side of the computer. This type of technology is called ‘advanced marketing personalisation’ and, in this article, we will look at how you can make use of this in your business.
In the early days of the internet, a website was merely your online business card. It was only there to advertise to internet users that your business existed and, if they wanted to get in touch with you, they would either send you an email or pick up the phone. Nowadays, though your website is still your company’s online business card , it has also become your digital salesperson, thanks to technologies such as eCommerce, which allow customers to process transactions online.
We've all been there at some point or another. You're making your way through yet another day of awesome sales-y stuff - taking names, kicking ass - and you find yourself face-to-face with the dreaded Gatekeeper.
There's nothing much worse than these guys. They're like the final boss on every level of an RPG game. They get between you and the decision-maker with their feet planted firmly on the ground, and it feels like your banging your head against a brick wall every time you try to get past.
Are there any fancy one-liners or clever strategies you can use to slip past them?
In short, no. You're not going to slip past them by being a sly old fox.
The good news? You can make a few simple changes to your perspective (and your approach).
"You shall not pass," will be a thing of the past.
Let's get one thing straight: this isn't rocket science.
You have two choices. You can either engage with the Gatekeeper or you can opt for complete avoidance. Neither option is the "wrong approach". Both of these strategies can work for you, you just need to stick it out.
How to Avoid Gatekeepers
If avoidance is your chosen path, there are three main ways to go about it. Sometimes, you just don't have the time or patience to engage with someone who's trying to dissuade you from your end goal. That's totally reasonable. It's up to you to decide how your time is best spent.
Use Those Referrals
The best thing about being introduced to decision-makers via an existing business acquaintance is that it'll be a direct introduction. It's even better if you're introduced by a current client of yours - it's word of mouth at its best!
Direct introductions like these help you skip the Gatekeepr completely. Just make sure that whoever does the referring sends an email copying everyone in as a personal introduction. This is infinitely more effective than handing you the email address and getting you to send a cold email. Frankly, cold outreach is what fuels the Gatekeeper's fire ;)
Social Media is Your Friend
Social media is about way more than posting a few pictures of your lunch. Welcome to the Digital Age, folks. Everyone is networking actively on social media. If you're not one of them, you're the weirdo.
Use LinkedIn to find prospective decision makers and reach out to them. It helps if you have a few connections in common. It's also helpful if you're based in the same area or if you've spotted some of their posts doing the rounds. Look for anything that will help you with your outreach and go for it!
Just remember that sending a random message isn't going to help you forge that connection. Don't even bother trying to sell to them right out of the gate. Rather ask them a pertinent question or give feedback on an article they might have posted recently. If it looks like you're pushing an agenda, you've lost before even getting started.
Contact Them Outside of Office Hours
This may sound unnecessarily sneaky but you'd be surprised at what you can achieve when the Gatekeeper isn't looking. If you're feeling particularly brazen, try calling the decision maker either before or after official working hours. Execs often can't resist working late, so you might catch them answering their phones when they have their office to themselves.
Getting the Gatekeeper on Your Side
If you've made up your mind about engaging with the Gatekeeper, more power to you. Avoidance isn't everyone's cup of tea, so you should do what you feel comfortable with and own it!
Shift your perspective a little and you'll realise that your goals aren't so different from the Gatekeeper's own. They need to keep the wrong sorts of people away from the boss. So do you. They want to introduce the boss to the right kinds of people. So do you.
You'll only want to speak to the decision-maker if there is an actual need for your solution. You don't want to waste your time coaching someone towards a sale if there's no way in hell they'd be interested.
The best way to qualify this particular type of prospect is to engage the Gatekeeper. Open up a discussion about whether or not it'll be a good fit for you to meet the boss. All in all, people love to be involved in important decisions and a Gatekeeper is no different.
What are your tips for getting past the decision-maker's Gatekeeper? We'd love to hear more about your approach.
It’s a fact that the sales industry has always been a competitive arena with everyone vying for the same thing: attention.
Now as one thing leads to another, it's important to know where to start - eads! They are your starting point, your driving point, the point itself - they are your clients and without them you needn’t bother.
In marketing terms a “lead” is a potential client or buyer and a qualified lead is one that is willing and able to buy. All over the world salesmen and women spend their time sourcing these leads, qualifying them and nurturing them all the way to the bank. Which is not as easy as it sounds because recent stats have shown that up to 65% of marketing companies admit that generating traffic and qualifying leads is their hardest challenge.
Over the past few years, inbound marketing has been touted as the ‘silver bullet’ in many marketing plans, and recognized for its effectiveness in building brand awareness, as well as generating traffic, leads and conversions.
Therefore, it may come as quite a surprise to hear industry heavyweights claiming that it may not be as effective as it used to be. Things are changing, and we can see this in the way that social networks are now favouring posts without URLs and the way Google is referring less outgoing traffic to websites for the first time in its 20-year history.
Recent statistics show that LinkedIn has over 260 million monthly users. 44% of users on this social media platform take home more than US$75 000 a year. Given this increased financial muscle, it makes sense for companies to use LinkedIn as a lead-generation tool to stimulate their organisation’s sales.
LinkedIn is an especially valuable tool for you to use to generate leads (or prospect for sales) if you’re in the business-to-business (B2B) space because a total of 61 million people on this platform are senior-level influencers. 40 million people can make buying-related decisions for their company.
Here are five effective ways of using LinkedIn as part of the lead generation strategy for your business.