The worst number in business is one. If you have just one source of leads, it is only a question of time when the price per click goes up or the targeting options change or the viewership of the publication changes.
Because of this, you want to have several lead generation mechanisms in place. This way, if something happens to one of them, the other ones will continue working for you and generating new leads. This article will introduce you to five tactics you can use in your business.
1. Media Buying
Media buying is the process of negotiating and purchasing advertising time and space.
The secret to successful media buying lies in knowing your audience. One of the biggest mistakes a marketer can make is to advertise a niche offer to a broad market. The ad campaign will be expensive and the response will be small. This is not how you want to run your campaigns.
You need to know the age of your buyers, their gender, level of education, income, family status and interests. You also want to know what publications they read, how they spend their free time and what websites they visit.
Once you have this data, you can start making intelligent choices about how and where you can advertise to them. One of your goals should be to find media that are not obvious to your competition. This way you will be able to purchase space and time at reasonable rates (because the competition is not yet there) and be the only advertiser in your category in that media.
If there are certain media that you would like to use for advertisements, but can’t afford, call them or email them and tell them how much you can pay. Often, you’ll be able to get a last-minute offer if one of their advertisers pulls out and they have some free time or space. Many media are very negotiable as to how much they will sell advertising for. This is not something they advertise upfront, but if you negotiate, you will often be able to get a great deal.
Affiliate marketing is a great way to market products and services because in affiliate marketing you don’t have to pay for advertising upfront and you don’t have any risks.
Typically, you pay for advertising or lead generation activities first. These activities generate leads. Then, you have to do the work to convert the leads into paying customers. If the work is successful, only then you get your money back and a return on your investment.
This is not how things work in affiliate marketing. Affiliate marketers do all the work for you. In exchange, you pay them a percentage of the sales or a pre-agreed amount per sale for all the sales that they make.
The best way to use affiliates is to scale your sales systems that are already working. Nobody wants to pay money to test something that is not proven. While you may get affiliates to test your offers, if they lose money, they will not work with you again. If, however, you have a system that works and need more leads or need to convert more leads, then working with affiliates is a great way to go. You will make more money and your affiliates will make money, which will make them want to work again with you in the future.
3. Social Media Marketing
Today there are all kinds of social media, from Pinterest to Facebook to Twitter to LinkedIn. However, this does not mean that you have to be everywhere. You need to be where your customers are. If you are selling a consumer product, you probably do not need to be on LinkedIn. If you are a high-end executive recruitment boutique, then being on Pinterest may not be a good strategy for you.
Find out where your customers spend their time. Then, get in front of them.
The good news is that social media today offer a variety of tools and ways to reach prospects and existing customers.
Using Facebook Pixel or Google Tag Manager, you can mark everyone who visits your website or certain pages on your website. You can also create audiences based on sequences of pages that people visit, videos they watch, elements of pages that they click on and parts of the pages they scroll to. Then, you can retarget these visitors with custom ads on social media and other websites. The opportunities for marketers today are virtually unlimited.
SMS or text messaging can be a very effective way to target customer but you need to be very careful with how you use it. Today most people use text messaging to communicate with their friends and family. They don’t get a lot of advertising messages via text. For this reason, you want to only text them about something important. Reminders typically fall into the important category and work really well. For example, you can send a reminder about a webinar. You can also send a reminder about a demo or a sales call that you have coming up.
You can also offer your existing customers to notify them via text about special sales and events.
At the same time, sending regular updates and marketing messages via text messaging is probably not a good idea. Most people check their text messages very frequently and if you are sending them messages that they don’t find valuable, they may feel as if you are spamming them and interrupting them with no good reason.
5. Ringless Voicemail
Ringless voicemail is a relatively new technology, which is why it is extremely effective.
Ringless voicemail works only will cellphones. According to studies, over 90% of adult Americans own a cellphone, which means that you can reach virtually any person with ringless voicemail marketing.
Ringless voicemail works by completely bypassing cellular networks. It contacts the cellular provider directly via a business landline call and drops a message on the server of the cellular provider. The provider then moves the message to the server space of the recipient and notifies the recipient about the message. This way there is no call made to the recipient, no charges to the recipient and no interruptions.
When the recipient checks his or her voicemail, he or she can listen to the message. The message can be as long or as short as the sender likes. This means that you can create ringless voicemails that are really effective.
A ringless voicemail can have options that connect the recipient to a sales person or drive the recipient to a website. By using these options you can measure the ROI from your ringless voicemail campaigns and make sure that you are spending your marketing dollars wisely.