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The Top Five Marketing Channels In Terms of Conversions

The Top Five Marketing Channels In Terms of Conversions

As a B2B marketer, you should know by now that converting leads into clients is a daunting process. But it’s something you just can’t ignore.

There are a lot of good reasons why companies choose to focus more on conversions rather than acquiring higher web traffic. Writing for Bizible, Chris Keller points out how essential conversions are towards the bottom line and towards possible business growth. In contrast to traffic, conversions are more tied up with revenue because obviously higher conversions relate closely to higher sales.

Even if you were able to collect a lot of leads using your landing page, these metrics won’t tell you about the slightest increase in revenue. To put it simply, having a basket full of tomatoes doesn’t necessarily mean you have the best tomatoes.

Conversions on the other hand guarantee more accurate sales numbers. Keller goes on to say that “if you increase traffic but you have a low conversion rate, it does little for your bottom line.” In other words, if you focus too much on quantity, you won’t be able to secure higher revenue. But if you build a strong system for converting leads into sales, you will be able to get relatively better results. Quality right now is king, and if ever you want to stay ahead of the competition, it’s best for you to improve your messaging and your approach to audience engagement.

Apparently, a lot of companies in this industry are figuring out ways to better improve their numbers in terms of conversions. For a multichannel marketing campaign, it’s just a matter of identifying the platforms that are effective in turning warm leads into opportunities faster and without any letup.

And since we are talking about multiple channels, we will have to look at the five strategies that deserve a Best in Lead Conversions Award.

#5 Social Media

Social media

To start our list off, we have services such as Facebook and Twitter. It might sound outrageous, but there are pretty good reasons why social media got this position in the first place. To go beyond its strengths along the lines of brand-building and direct audience engagement, social media also has its limitations when it comes to giving audiences the right cues. Moreover, anything you post on social media is subject to scrutiny by everybody. So, if you happen to publish content that’s controversial or poorly researched, expect the fallout to land on your bottom line. Conversions then would be the least of your worries.

Related: Social Media Metrics to Track in 2018

#4 Email

Email

Who still uses email? Well, a lot of business executives do, and you can bet your bottom dollar that most of them prefer to learn about a product or service through newsletter subscriptions. But one caveat about email marketing is deliverability and accuracy. When building a marketing list, you need to make sure that certain details are in order. Neglecting this crucial activity would mean putting your email campaign in dire straits. If an inbox detects your emails as spam, then expect your messaging to suffer and with that, your sales conversions.

Related: 40 B2B Sales Email Templates for Every Situation [Free PDF]

#3 Telemarketing

Telemarketing

It might seem like this strategy belongs in a museum, but what most people fail to realize is that cold-calling is still an effective means to set up your pitches and deliver your proposals in a way most B2B clients like: direct and instantaneous. After all, having knowledgeable telemarketers to handle your campaigns can actually drive better results.

Related: Earn Appointments with These Cold Calling Scripts for All Industries

#2 Webinars

Webinars

The most effective means to maintain interest in your product or service is to simply market your brand as an expert. B2B clients, as a case in point, have little understanding of the nature of your product, especially if it’s a piece of IT hardware and software. For this, webinars are basically your best bet if you aim to increase understanding of your products and services.

#1 Testimonials

Testimonials

This ain’t no lie. Apparently, soliciting reviews from current and previous clients can greatly help you win more opportunities for the pipeline. If anything, B2B executives are meticulous and they are keen on the companies or the people they are dealing with. Rather than depend solely on your pitches, you can use client experiences to back you up. Essentially, this will help you build new networks and, ultimately, reach out t new clients.

Related: The 7 Things We Did to Make Our Australian Clients Feel Special

The Age of Social Media Marketing

Age of Social Media Marketing

The Age of Social Media Marketing

Today is the dawn of social media marketing, where people no longer debate on the importance of social media in creating an effective marketing strategy. Businesses around the world have already realized and maximized the power of social media not only in lead generation but in the conversion of leads into revenue.

Marketers have a growing confidence on the efficiency of this type of marketing technique. In Social Media Examiner’s 2013 Annual Year Report, 86% of surveyed marketers regard the importance of social media in their businesses; moreover, 89% believes that social media improved the exposure of their products and created relevant shifts in their revenues. The following are the noted factors that highlighted the good effects of social media marketing:
 
  • Lead generation
  • High customer traffic in social media
  • Improved product presence
  • Growing customer loyalty and trust
  • Improved search system – thru Search Engine Optimization
  • Provides marketplace insights
  • Cost effectiveness
  • Improved lead conversion to revenue

In the age of social media marketing, E-marketers have now the ability to reach and connect with their target market easier and in a more personal level.

Content marketing

Quality content is the core of E- marketing. Consumers are already sick of traditional marketing words that they have been hearing for the past decades.  You should know your market, make the content compelling, and offer what they need not what you have.

Social media has been the biggest content marketing tool that makes content marketing easy to access for the target market. The hard part, thought, is making it not only with quality but enticing to the reader. In addition, the stiff competition against other brands, that are capable of creating quality content, is also a challenge.

Images are a thousand words

On Facebook, images receive 50% more interactions than text posts. Informative images are way more effective than articles; it can be visually stimulating and easier to apprehend. Infographics, a visual representation of helpful information that is intended to educate the reader with complex information quickly and clearly, improves cognition by using colorful graphic designs which enhances human understanding on the topic.

 Business in LinkedIn

LinkedIn is still the biggest social media for professionals with more than 230 million users and constantly growing. It is the top source of business related contents and is the premier social destination for business.  Fueled d by corporate influencers comprised of high profile CEO, entrepreneurs, and business leader. Marketers should take advantage of LinkedIn’s branding, advertising, and product featuring opportunities.

Google+ and Google search

Social and Search: the killer duo. Google+ has a relatively greater intervention in Google search compared to other social networking sites; trends within it will continue to influence the search results listings. Apparently, Google’s search algorithms are greatly moved by quality content, keywords, and emphasized posts from its own social platform. Complemented with other Google services; built-in authorship verification, Google Analytics, and more, it will offer a sheer competitive advantage in social media marketing.

Social statistics

Statistics are the most reliable basis of decision making, and social media developers understand this; that’s why they have been adding statistical feature, such as likes, shares, and +1’s, that will allow users to track social activities. Moreover, marketers will be able to understand customers’ online behavior using business software that can generate relevant statistics that are very helpful in decision making. After they understand certain customer pattern, marketers can immediately address existing issues by adjusting certain marketing parameters to neutralize these issues.

Social media marketing is a relatively new trend but it immediately became a vital component of the modern marketing mix.  Through leveraging and understanding the impacts of social media, companies will have a more dangerous edge against its competitors. Although we have utilized it as a form of marketing tool, we have not yet unleashed its full potential. It will take more knowledge, innovation, commitment, and competition to make social media marketing evolving.

Source:   14 Social Media Marketing Trends for 2014

 

Google+ or Facebook: Which Is Best For Lead Generation

Yes, we have all heard of the arguments raised by both parties with regards to social media tools. After all, when it comes to marketing, you need to have one of the best means to communicate your business to business prospects. Lead generation is the process of looking for new business prospects, and you can only do that if you have the right tools for generating B2B leads. Among the most popular ways would be through social media marketing. And here lies the question: Which social media network will bring you more results, Google+ or Facebook?

For most, this would be a no-brainer Hands down, they will say that Facebook trumps everything else. If we look at the numbers from Gigya, Facebook holds a fifty percent of the entire consumer market. Also, when it comes to business executives using social media to engage business prospects, only thirty-five percent of these executives are actively using Google to support their business. And when it comes to spending time on the network, the Google+ could not even keep their user for at least seven minutes, compared to almost seven hours that Facebook enjoys from its users. These are just some details that make us question whether Google+ can help us generate more sales leads.

This could be attributed mainly to that common rule in marketing that we all probably heard about – ‘whoever comes here first is the winner’. In this case, Facebook has gained a good ground against other social media networks. They have started the trend, made a name for themselves, cultivated its connections, as well as constantly tweaking their system. This, plus the high conversion cost users face when they move all their details to Google+, makes Facebook a stronger contender in the marketing and appointment setting game. This is also the reason why business executives and marketers are wary of switching social media networks. Most of their customers are in Facebook, so why switch, right?

As for Google+, no one is saying that you should just ignore it all together Certainly not me, even if I’m writing about Facebook’s lead in the market. To tell you the truth, you should embrace everything that can help you deal better with your market. If you have to work with a telemarketing team to do it, then by all means do so. Just take note of this, the focus of your marketing should be your audience. If you can figure out what your customers want, as well as come up with excellent offers, then there is a very high likelihood that they will do business with you. It is all about knowing what medium will get to them best.

This is not as bad as you think it is. I mean, you can always use both Google+ and Facebook together. Google+ can be a big help in increasing your search page rankings, while Facebook can serve as excellent communication tool. These two are great assets for any appointment setting campaign that you may organize.