Jessica is a digital expert & founder of Valux, LLC, a digital marketing company that helps businesses complete the digital transformation.
It’s no secret to businesses of all sizes that the Covid-19 pandemic has been detrimental to the economy’s health. We’re facing the worst economic recession since the Great Depression. Bringing in new business isn’t easy during a thriving economy, let alone during a recession. Potential consumers and clients tend to choose what they invest in more carefully, think more about purchases and take longer to buy.
It’s time to think outside the typical cold call and poorly targeted ad approach that many companies take when they’ve got the “extra” money to spend. Digital marketing is a powerful addition to your lead generation efforts, and your entire campaign must be executed flawlessly to prevent wasting money and time.
Ask Your Digital Marketing Team To Target Your Cold Calls
There is nothing wrong with a traditional, sales-driven cold call. Family-owned businesses and large corporations have been generating leads this way for many years because it works. If you work with a digital marketing team to formulate your campaign, ask them to help you aim your cold calls rather than replacing them.
When implemented correctly, digital marketing research will target the cold call clients your business should be contacting, instead of using a time-wasting hit-or-miss method. By doing so, you can streamline your process, your contacts and your time.
Let The Uptick In Internet Use Work In Your Favor
Humans everywhere found themselves suddenly thrust into a work-from-home environment during the pandemic. My company is an integrated sales and marketing service provider, and many of our clients are facing the same challenge: The work-from-home schedule makes it harder to reach the decision-maker. This is one of the reasons why, when we offer our clients outsourced sales teams, we aim our call center with different digital marketing tactics.
Consider following a similar approach:
• Reach out to your targeted professional network through LinkedIn.
• Hit the right groups of audiences on Facebook with a targeted ad.
• Attract inbound leads through content marketing (for instance, blog posts).
• Follow up with a multitouch email cadence.
• Develop sales scripts with insights from keyword research and traffic data.
• Keep your call center reps updated with information in your internal customer relationship management (CRM) software.
Generate Leads With Digital Marketing
With a combination of marketing tactics, sales techniques, technology and data, you can fuel your lead generation channels and make them work the way they’re supposed to, from a digital marketing perspective.
Social Media Channels: Social networks play a significant role in establishing connections and remain at the forefront of the decision-making process for many business-to-business purchases. When it comes to social media channels, gaining leads depends heavily on consumer engagement. I find that the more your target audience sees of you with posts they have interest in, the more likely they are to purchase your product or services.
Search Engine Lead Generation: If you’d like to increase the lead generation on your website, utilize search engine optimization (SEO) strategies to do so. You can start a blog, optimize your homepage and inner content, take advantage of local SEO opportunities and use “alt tags” for your images. Each of these steps will encourage Google to include your website in consumer search results. To showcase your site, Google has to understand it first.
Display Ads: Create digital display ads that sell — ones that seamlessly tailor your message and streamline your content to the targeted audience. When you’ve got display ads running, be sure to optimize your landing pages with clear and enticing calls to action (CTAs). Don’t crowd it. Make it easy for customers to see what you have and why they need it.
Email Marketing: Just like cold calling, email marketing is a tried-and-true classic. Utilize your email list to remarket your brand to existing clients and those who may have dropped off. Special offers and “we’ve missed you” emails are great ways to drive engagement and conversions.
Create A Digital Marketing Plan That Delivers
Customer funnels are a surefire way to put digital products to use along every step of your customers’ purchasing journey. Traditional call center practices and upper-funnel activities target your audience and draw them in, while lower-funnel activities encourage engagement and retention. Let’s take a look.
Branding And Awareness: Create digital marketing content that sparks an interest, creates a need or meets a need. There are a few ways to do this, but a great social campaign is an excellent place to start.
Internet And Research: Once your customer takes an interest, they’ll start to do more research. Consider industry-related content targeting in this phase.
Consideration: Next, your customer is comparing options. The competition is boiling at this stage. It’s time to fight the battle by utilizing retargeting, SEO, social media and pay-per-click (PPC) ads.
Intent: Your customer has every intention to buy and may reach out to you for more information. Get their attention with targeting, both behavioral and by IP address, and programmatic email.
Conversion: This is where the transaction takes place, whether it is in person or not. You’ll gain your conversions in this phase by continuing to use dynamic PPC ads, SEO, retargeting and IP targeting strategies.
Developing an effective digital marketing plan, especially for lead generation in an economic crisis, can be daunting. However, it can broader your reach and give you a more granular, targeted approach. While phone calls are still the major lead generation channel for business-to-business or service providers, pairing them with digital marketing tactics will improve your results.
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