The ultimate goal of digital marketers is to drive conversions. Here are five digital marketing strategies you can implement to increase your numbers.
It’s a reality for many businesses and an absolute nightmare for marketers.
How are you supposed to meet or exceed your goals if prospects aren’t converting?
Now imagine if you had access to some very effective digital marketing strategies designed to convert site visitors into paying customers. You would grab them, wouldn’t you?
We’ve put together five of these strategies to help you.
1. Conversion marketing
This strategy uses several tactics to encourage storefront buyers on your website to make purchasing decisions with your business.
The tactics we are talking about include:
- Add flavor to your CTAs by showing certain benefits. Replace boring ‘buy now’ or ‘submit now’ CTAs with creative CTAs like ‘request your free trial’, ‘compare features’,’ take quiz ‘,’ 14 day free trial, etc.
- Design attractive landing pages. Create separate landing pages for your offers and resist the temptation to recycle old ones. Avoid adding links to other pages as this may prevent them from acting on that specific page.
- Attractive prospects with small commitments. A 14-day, 30-day free trial, or a free sample allows prospects to test your offering without feeling pressured to buy. If they are impressed with your solutions, they can fully engage.
- Label the preferred options as “best seller” or “most popular”. It piques curiosity and arouses the emotion of “fear of failing” because no one wants to miss a good deal.
- Use video to get your point across. Use the video to show your products / services in use, share testimonials and tell your brand’s story. People will probably remember the video more than the walls of text.
- Make sure your product / service page has all the information a potential customer needs to make a buying decision.
- Optimization of your website. From intuitive page navigation and search functionality, to fast load times and mobile friendliness, make your site easy to use.
2. Buyer Intent Marketing
Decades ago, brands were driving increased conversion by telling potential customers how impressive their products / solutions were. It was all about the brand.
Well, history has changed.
Customers today don’t take your word for it. They are looking for solutions that solve their problems.
If you want to thrive in today’s business environment, you will need to put the interests, needs and wants of your customers first.
This is where the buyer’s intent data comes in.
Buyer’s intent data tracks a potential customer’s digital footprint, helping you determine their intentions in the buying process.
It does this by collecting data such as website visits, ad clicks, information downloads, webinar attendance, engagement rates, and email open rates.
This data helps you understand:
- How prospects interact with different sites
- their interests
- The solutions they are looking for
- The topics they actively research and the content they consume
Armed with this information, you can:
- Increase the relevance of your content
- Boost organic visibility by responding to queries
- Tailor landing pages to the needs of potential customers. This will help them take the next step in the buying cycle.
- Run paid media campaigns based on search intent, improving performance and driving conversions.
3. Cold call
Buyers have many tools that allow them to gather the information they need to make a purchasing decision.
Interestingly, research shows that a whopping 71 percent of B2B buyers are open to listening to suppliers when looking for ways to get better results.
62% more will listen to suppliers when they actively seek solutions to solve their problems.
Cold calls are working. And it’s a valid strategy for reaching potential customers, demonstrating tangible value, and driving conversions.
Here are the practices to consider:
- Not all of the businesses on your list are suitable. Clean up your list so that it only contains companies that could potentially benefit from your solutions.
- Do your homework. Compare your solutions to potential customer problems and how well you can solve them. This ensures that on this call you can deliver real value.
- Check historical data to determine which days and times produced the best results and implement them.
- Make multiple follow-ups. Most people give up after the third attempt, but research tells us it can take up to six calls to win over the prospect.
- Take advantage of emotional selling. Statistics are good, have a few on hand, but an emotional sales pitch that illustrates how prospects can benefit from your solutions can lead to better results.
4. Invest in a lead generation tool
Lead generation is all about generating consumer interest in your offers. Once you’ve generated leads, you can get started on converting them to customers.
Lead generation tools make the job easier by automating lead generation processes and capturing contacts and interests of site visitors to facilitate communication.
The best tools integrate with your existing CRM to provide better performance indicators and analysis.
Lead generation tools fall into different categories, including:
- Inbound tools to generate traffic
- Outbound tools to identify prospects and connect with them via email campaigns, social channels and phone calls
- On-page tools to capture your site visit
- Email marketing tools that run campaigns to move prospects through the buyer’s journey
- Search marketing tools to increase traffic to organic or paid search sites.
The benefits of investing in a lead generation tool include:
- Attract more leads, segment them and follow them to speed up the sales process.
- Generate high quality leads with a greater propensity to buy.
- Maintain accurate contact information.
- Reduce lead management errors by performing timely follow-ups.
5. Email marketing
Of all the emails you receive in a day, do you read them all? Probably not.
Why click on some and ignore others?
What makes some emails intriguing while others don’t appeal to us?
If you knew why, wouldn’t you change business emails to get more readership and conversion?
We have some email marketing tips to help you do just that.
- Define your strategy. Who do you want to reach? New customers, existing customers or both? Build your list using primary magnets (downloadable content, video) or through signup forms.
- Killer subject lines are imperative. A subject line can make the difference between someone reading your email or deleting it, or directly marking it as spam. People open emails if they see them as beneficial, so be sure to communicate it.
- Write for humans. Use an engaging tone for conversation, keep paragraphs short, use bullet points, and use pictures or emojis as needed. Tap into your audience’s emotions by addressing weak points and your solutions.
- Remember to make CTAs contextual. We mentioned it earlier and we highlight it here. While subject lines make people open emails, it’s CTAs that push them to take action. Go for creative CTAs that highlight the benefits or create urgency to improve clicks.