Connecting With Leads – 4 Digital Marketing Strategies That Work
Digital marketing has evolved tremendously over the past few years. From connecting with existing customers to bringing in new leads and converting them to customers, there is a lot that strong digital marketing can do. That’s why businesses are now investing a huge portion of their annual budget on digital marketing. Among all the tasks involved in marketing, connecting with leads is one of the most critical steps. How can you make the most of digital marketing to improve the efficiency of this step? We’ll tell you about that in this blog.
4 digital marketing strategies for connecting with leads
1. Understanding of the leads for better targeting
The main step that comes after lead generation is categorizing your leads. A buyer’s journey happens in stages. They are first introduced to the product or brand and then they start their research and compare their options. Then they compare the pricing of the product from various sources and look for its worth. Finally, they place the order.
Every brand needs to understand the buyer’s journey and create content that is optimized for the stage where the buyer is. Your lead might be someone who knows nothing about your brand or someone who knows your brand but is still not convinced enough to place an order. Your lead can also be a returning customer or a customer who placed an order in the past and never came back. As you can see, for each type of lead you need a different approach. Sending the same email to all these leads will not make an impact. So, understand and categorize your leads. That’s the first step to improving your digital marketing strategies.
2. Delivering value through lead magnets
Some businesses simply try to gather customer information and expect customers to take action without offering anything in return. If customers should trust a random brand, there should be a convincing reason for them to do so. For example, you cannot expect customers to simply provide their contact details right after visiting your website. But without their contact details you cannot build further communication with them. That’s where a lead magnet can be useful. This will be a freebie or some value that you provide in the form of downloadable content. Customers will be ready to provide their email if they know they will get a useful free e-book in their inbox. And once you receive their details you can plan your future communication with these leads.
3. Quality landing pages to support your campaigns
A good ad will be of no use if the landing page does not live up to the expectations. Where does your customer land when they click on an email you send or an ad from your brand on social media? Some businesses do the grave mistake of directing customers to their website homepage from every ad. This will definitely improve your website traffic and improve your SEO ranking. But you need landing pages. Do you know why? Customers look for personalized experience and this can be a distinguishing factor that sets your brand apart in competition.
So, you should have a convincing landing page that answers all the doubts your customer might have. That is when they will be convinced to move to the next step. And if you wish to target new leads, you can always add a lead capture landing page. This page will gather information. You can then nurture these leads through productive follow-up emails.
4. CRM tools to streamline your tasks
With so much happening in the background, you cannot ignore customer service. Most brands use chatbots these days. Customers might provide their contact details through chat. Sometimes, there are inquiries coming through social media messengers as well. If you do not have a way to gather information from all these channels, then you will be missing many valuable leads. An efficient CRM (customer relationship management) tool can help you there. It can quickly provide automated responses to customers and direct them to the right customer care representative for further communication. It can maintain customer information in an easily accessible database. So, your customer service team will be able to fetch relevant data and assist your customers and leads in their inquiry. In short, CRM tools strengthen communication between your brand and your customers.
On a final note
These small steps can show a lot of improvement in your digital marketing approach. They also increase the returns on your investment in digital marketing. Often you do not have to take a drastic new step. It is about refining what you already have. Knowing your leads, sending timely emails, understanding what they are looking for and providing them information in a few easy steps can improve the overall experience. Customers love working with brands that provide a better experience each time.