by Fronetics | Apr 10, 2017 | Blog, Content Marketing, Marketing, Strategy
Are your marketing emails annoying your customers and prospects?
We’ve all felt it: the visceral annoyance on opening an email — because it’s the fifth one from the same company in two days, or because it’s packed with hyperbole or an off-putting sales pitch. As it turns out, recent research has shown that this reaction is only too natural. We’re predisposed to view the tone of email more negatively than it was written.
Of course, email is an important tool for marketing your business. But it’s important to strike a balance, making sure you’re getting your message out without turning off potential buyers.
To help you achieve this delicate balance, here are three of the most off-putting email offenses — and tips to avoid them.
3 marketing email crimes to avoid
1) Imperatives
How many times a day do you receive emails, “Buy!” or, “Act fast!” in the subject line, usually followed with the anxiety-producing exclamation point? For most of us, this commanding language is irksome, and the emails end up in the trash folder.
Instead of commanding your potential buyers, try a subtle linguistic change. For example, rather than an imperative, try using the conditional: “Would you?” This way, you avoid coming across as overbearing, and you respect the right of your readers to make a decision about their actions.
2) Too many emails
It’s important to be conscientious and keep your message consistently on the minds of your target audience. But too many emails can be counterproductive, as your readers will start to tune you out or, worse, mark you as spam.
3) Failing to acknowledge your readers’ workload
Few things are more irksome in email correspondence than lack of consideration. Bear in mind that when your carefully crafted content pops up in your potential customer’s inbox, you’re giving them a task.
You can easily avoid potential annoyance on the part of your readers with a simple acknowledgment of their workload. For example, “I recognize that your schedule is hectic, so let me be brief…” This not only acknowledges that they are busy, but demonstrates that you respect, and will be a good steward of, their time.
The upshot is that while email is an excellent marketing tool, it’s important to always put yourself in the shoes of your readers before you press send. Make sure that your message isn’t getting overshadowed by avoiding these marketing email crimes.
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by Fronetics | Apr 5, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Try these out-of-the-box ideas for content and other tactics that can help you generate leads.
Generating new leads and growing your business is imperative to a business’s viability. Referrals from current customers are a strong option for growth, but often they aren’t enough to keep a business thriving.
Generating leads is tough work. Creating cold emails can be daunting, and following up with cold calls can be even worse. Most of the time, these calls fall on deaf ears. People don’t want to be pulled away from their day to hear your sales pitch.
Content marketing is the process of creating content that prospects and customers want to consume to educate them about your business, your expertise in the field, and your products and services. Content is an excellent lead-generation tool. But it’s often difficult to create content that does all these things without being an overt sales pitch — which people definitely don’t want to read. And no read, no lead.
So we’ve created a list of 10 ideas for reaching your prospective audience and generating leads with content and more. They’ll appreciate the information, and you’ll help spread the word about your business. Enjoy!
10 ideas for generating leads
1) Interview an expert about success in the field.
Reach out to leaders in your industry to share their thoughts and tips for success. You’ll prove to potential customers that you are committed to discovering the latest and greatest in your field. Don’t be afraid to ask detailed questions and share real answers. The specific answers will enlighten potential customers and provide actionable items for them to walk away with.
2) Create a video.
Videos are a great way to take advantage of social media platforms like YouTube and Facebook. Create fun, entertaining videos that educate potential customers about issues or pain points your business helps solve. Remember to keep your videos short and to the point.
3) Make a quiz.
When visitors come to your website or social media pages, offer them a creative quiz to capture their contact information. Once they have completed the quiz, you get a lead, and they get the correct answers. You’ll learn about more about them as a potential customer, and they can learn more about your products and services.
Eastern International College created a unique quiz to help students choose a major. The quiz helped students learn about their interests and gave Eastern International College useful insight into counseling them on their class selection.
4) Offer content upgrades.
Content upgrades can be a very valuable lead-generation tool. For example, say you’ve written a blog post about the best time to post on social media. Add an offer for a downloadable guide to create a social media strategy at the end of your post. To get the download, customers must submit their contact information via a form. You get the contact info; the customer gets the content upgrade — it’s a win-win!
5) Show your tried-and-true tactics.
What is really working for your business? Write an honest post that allows potential customers the opportunity to see what has really worked for you, and what hasn’t. Your honesty will help cultivate trust with potential customers and benefit other companies looking to grow their lead base.
6) Host a giveaway.
According to Kissmetric Blog, giveaways can be one of the most successful ways to generate leads. The key is to find out what your customers actually want. You can leverage a giveaway to direct online traffic to a landing page, where you can capture new leads. It is important to find a giveaway that is directed at a specific audience. If your giveaway is too broad, you will be left with large list of dead-end leads.
7) Guest blog on a relevant website.
You’ve reached out to experts to put their tips and success stories on your blog — now you need to do the same. Research the sites that your key audience is visiting and offer to guest blog on their site. Create relevant and valuable content that can generate exposure for your company. You will not only come across as a leader in your industry, but you’ll reach a vast new audience.
8) Offer insight into prospects’ top questions.
Consider questions that you hear from prospects and create in-depth tutorials to answer them. Potential customers will find the step-by-step articles useful, giving you the opportunity for a lead. Oftentimes the companies that step up to answer tough questions or provide instructions in easy-to-follow formats are the ones that get the business.
9) Get involved in the community.
There has never been a greater call to get involved in community outreach. Companies that are committed to creating change and engagement in their communities create trust in their customers. Volunteer at local events, guest speak at schools, or help local student organizations. You can demonstrate your expertise while creating real ties to the community. This will help you stand out not only as a leader in your industry, but as a caring and involved brand.
10) Offer a free trial.
According to HubSpot, “free trials of a brand’s services help get a prospect’s foot halfway through the door.” Offering free trials of your services is a great way to demonstrate how your company can add value to your customers. Once they experience the benefits of your services or products, they’ll be more likely to purchase them in the future. The free trial can lead to sales in a low-pressure situation for the customer.
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by Fronetics | Mar 30, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Follow these four steps after the trade show to ensure you’re getting the most out of your lead generation efforts.
This is the third installment in our three-part series about generating leads around a trade show.
After some busy days, the trade show has finally wrapped up. It is easy to get caught up with unanswered emails and other tasks you have neglected by being away from your desk, but this is the time to follow up with the prospects you met at the trade show.
Strike while the iron is hot
The faster you follow up with your leads, the better. Trade shows are busy, and you want to capitalize on the one-on-one time you had getting to know new prospects. The quicker you get back in contact, the greater the chance they will remember you and will be more likely to respond favorably to your follow-up.
Here are four additional tips to help you navigate post-trade show contact with leads.
Winning at follow-up
1. Connect and engage on social media
To convert leads to customers you need to be proactive. Entering leads into a database, or placing the stack of business cards you were handed in the top drawer of your desk, is not proactive. You need to really engage with prospects, and one way of doing so is to connect on social media. Follow prospects on Twitter, Facebook and LinkedIn. Create dialogue with them and ask them to follow you on social media as well.
2. Create more content
Trade shows provide great fodder for content. Think about the questions you were asked during the trade show and the challenges that prospects identified. Use this information to create a list of topics that can be addressed in your blog, white papers, eBooks and social media posts.
Similarly, create a list of industry trends that you identified during the trade show. Create fresh, innovative content around these trends, and link your company and products into the content. How does your company fit into these trends? Make sure to highlight any new products that were introduced at the trade show and how they incorporate into these trends.
3. Create a lead nurturing campaign
Companies that nurture leads have a 47% higher profit margin than companies who don’t. Create a lead nurturing campaign that is targeted at your trade show prospects. These campaigns should be relevant, informative, and should provide value to prospects. They should also capture the trade show buzz and move prospects down your sales funnel. Use the content you’ve created from tip #2 to incorporate blog posts and webinars into lead nurturing campaigns.
4. Get on the phone
Don’t be afraid to follow up with prospects on the phone. So many companies rely on email and social media that your personal phone call will go a long way. Keep the call conversational and make sure to address any issues that your prospect identified at the trade show. This will show you were really listening and make a personal connection with the lead. Highlight the new products you introduced at the show, and make the connection between your prospect and your products and services. Tell them how your products and services will work for them.
Attending a trade show is significant investment of time and money. If you want to maximize your trade show ROI and convert leads to prospects and prospects to sales, you need to be proactive and timely. Carve out time as soon as you are back from the show to reach out to those that you met. By engaging your leads, you’ll be getting the most out of your trade show attendance, growing your business and increasing your sales.
Other posts in this series:
by Fronetics | Mar 29, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Follow these four steps during the trade show to ensure you’re getting the most out of your lead generation efforts.
This is the second installment in our three-part series about generating leads around a trade show.
As you enter the convention center, you feel confident in your preparation for the trade show. You have been setting goals, researching your audience, advertising, and creating fresh content to distribute at the show.
But now you are focused on how to stand out amongst the other attendees. How do you promote your brand while you are surrounded by your competitors?
It should go without saying, but having personable, knowledgeable staff that are excited about the show and eager to educate customers is the foundation for trade show success. If potential customers enter your booth, and they are not immediately greeted with a friendly smile and a helping hand, you are missing opportunities for leads.
Once you have established which staff best suits your trade show needs, you can focus on standing out on the floor. Here are four tips to ensure lead generation success while attending the trade show.
Engagement and lead generation at the trade show
1. First impressions last
According to the Harvard Study of Communications, 55% of first impressions are based on visual cues. The way you look, the way you dress, and the appearance of your booth are saying a lot about your brand and products before you even open your mouth.
The visual displays at your booth should sell your brand as much as your staff. Invest the time and money into shirts with your company logo for staff to wear. Have tablecloths that represent your company’s image. And develop presentation boards that highlight new products and services. First impressions are so important because they last. You want to make sure that every person that walks by your booth gets the right impression about your brand.
2. Extend your reach with a giveaway
Cost-effective promotional items not only provide brand exposure, but also can attract quality leads to your booth. Get creative with your giveaways and use them as an opportunity to spread your logo throughout the trade show.
Giveaway items should be unique and useful. For example, promotional products guru Cathy Houston suggests a money clip for your smart phone. “This slim silicone pocket attaches to the outside of any mobile device and is perfect for storing driver’s licenses, credit cards, hotel keycards, business cards, and cash. … It can be useful to attendees right away.” With people constantly checking their phones, this giveaway will be a visual reminder of your booth across the trade show floor.
3. Create an experience
It’s not enough to simply promote your products and services at a trade show. You need to get attendees involved by creating an interactive booth.
The more hands-on, the better. Live demonstrations of new products allow potential customers the opportunity to try out what you are selling. Creating games or contests also gets attendees involved by having them answer questions or engage with your staff. While interacting with attendees, make sure you are capturing their contact information and leading them to your landing page (that you created before attending the show).
4. Make your attendance known on social media
You already have used social media to let prospects know you are attending the trade show. So keep up the posting and tweeting while you are at the show.
Use time-sensitive giveaways to boost booth attendance and promote special sessions and upcoming presentations live from the trade show floor. Videos and pictures of your live demonstrations and contests are sure to create a buzz amongst attendees. Use these posts to continue to push your landing page and let potential customers know what you are up to throughout the trade show.
Creating a presence at a trade show gives you a powerful platform for meeting new customers, reconnecting with existing clientele, and building a more established brand. Exhibiting at a trade show gives you unparalleled access to important prospects, who are taking the time to learn about your products and services. These four tips can help you get the most engagement from your attendance, while collecting leads that will ultimately grow your business and sales.
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by Fronetics | Mar 28, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Follow these four steps ahead of the show to ensure you’re getting the most out of your lead generation efforts.
This is the first installment of a three-part series about generating leads around a trade show.
As thousands of us prepare for our travels to Chicago to attend ProMat 2017, many are wondering: How can I maximize my time? What can I do to stand out? What will help me generate the most new business?
These are important questions — ones that deserve careful thought and strategy. So we created a three-part series to help you make the most of your next trade show.
In this first part, we will focus on the prep work you can do before heading to your trade show that will set you up for success.
Pre-show prep in 4 steps
With over 850 exhibitors attending ProMat this year, it is important to start the work of nurturing leads before you even leave your office. Strategically planning for this event can help you get the most out of your trade show experience, and get you the leads to grow your business and increase your sales.
Here are four tips to get you started on the right track.
1. Set clear goals
Why are you attending ProMat? What do you hope to gain from your attendance, in addition to leads? Understanding why you are attending a trade show is the foundation for creating what you want to achieve from your presence.
For example, if your goal is to boost your social media presence, make sure every handout, landing page, and face-to-face interaction includes a request to like your company on Facebook (or other social media sites). Or if you are hoping to educate potential customers on a new product, work on creating exciting new marketing handouts and presentations that can be displayed during the trade show.
2. Research your audience
Focusing on who will be attending the show can give you invaluable insight into the motivation behind their attendance and how you can best capture their attention.
Performing prospect research using the list of attendees — including anyone who has given you their contact information through social media, your landing page, or website — provides added awareness about your target audience. You can also go one step further and reach out to high-value prospects on your social media sites to step up a meeting time during the show.
3. Advertise, advertise, advertise
Your company has spent valuable resources to attend the show, so make it known that you’ll be there. Reach out to customers, attendees, and contacts through your social media outlets. Most trade shows have event-specific hashtags (#ProMat) to help spread the word on Twitter, Facebook, Instagram and LinkedIn.
Make sure to include your booth number and location, if possible. Get creative with fun teaser videos to engage with potential customers and get them curious about your new products. Creating an event-specific landing page to channel your prospects into one location, giving you a place to answer questions, create a running list of leads, and continue to promote your presence at the trade show.
4. Create content to distribute
It’s imperative to have content (brochures, templates, etc.) that highlights your brand and products. You should create content that can be distributed during the show that supplements your booth staff, helping them to educate and answer questions.
For example, you can create copies of a presentation you are giving. This allows attendees that cannot attend the presentation to still obtain the valuable information and affords you the opportunity to expand upon the presentation. Preparing these handouts ahead of time allows you to skip the last-minute scramble and focus on being present at the show.
These four tips can get you started on your journey to a successful trade-show experience. Using inbound marketing and social media tools, you are already ahead of your competitors before you even arrive at the show.
Other posts in this series:
by Fronetics | Mar 27, 2017 | Blog, Content Marketing, Marketing, Social Media, Supply Chain
Here are the major headlines happening in social media news, specially curated for the supply chain, as of March 2017.
It’s not easy keeping pace with the latest happenings in the constantly evolving social media landscape — but it’s a must for your business. To help keep you up to date, here’s our monthly rundown of social media news for the supply chain.
Facebook algorithm ranks reactions higher than likes
Facebook announced earlier this month that it has tweaked its algorithm so that reactions “will affect post ranking slightly more than Likes.” The company cited its finding that reactions are an “even stronger signal” of what content users would like to see, but clarified that all reactions will continue to be weighed equally to one another.
YouTube introduces YouTube TV
After last month’s expansion of mobile live streaming and launch of super chat, the video juggernaut has now introduced YouTube TV, “with about 40 networks onboard to stream their live broadcasts and cable feeds to its subscribers.” The company and participating networks are set to sell ad inventory and share revenue, and the service will be based on subscriptions.
Google launches Meet by Google Hangouts
This one could be big for your business’ internal operations. Meet by Google Hangouts is a new video conferencing application designed for HD video meetings, joining Google’s lineup of business products known as G Suite. The product is “aimed at making it easy to access these calls while on the go, including dial-in numbers for those who are traveling, links you can join with just a click, and integration with Gmail and Calendar for G Suite users.”
Facebook globally launches Messenger Day
The company has launched a new way to share photos and videos “as they happen” in the Messenger app. Be sure to check out this Social Media Examiner post on how to use this new feature to market your business.
Twitter introduces analytics for Twitter Moments
The company has announced that analytics for Moments are now available to all Twitter users, allowing publishing partners and brand advertisers to track their content’s performance and gather insights on post interaction.
LinkedIn adds profile photo filters and editing tools for mobile
LinkedIn has introduced “a quick and easy way to enhance” profile photos with editing and filters right in its mobile app. Users can now “crop and edit the brightness, contrast, saturation, and vignette,” as well as choose from filters to enhance their profile photos.
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