Why Your Company Should Implement Email Marketing In Your Lead Generation Strategy
One of the most important components of your business strategy is lead generation. You can have the greatest products or services available on the market if you have no effective way of generating leads whether it be via email lead generation or otherwise, guiding them through your sales funnel and converting them into customers you are just wasting your time.
The Sales Funnel
The sales funnel is a diagrammatic visualization of the customer journey. It highlights how customers move from being leads to nurtured leads which form a relationship with your company or content to eventually become customers and then of course repeat customers.
The funnel shape represents the number of leads. As you move further down the funnel the number of people showing continued interest and likely to purchase will naturally decrease. As such the aim is to get as many qualified leads as possible into your funnel, to begin with. This will increase the likelihood of purchase.
There are many ways to generate leads for your sales funnel. The most popular email lead generation strategies include creating a lead magnet such as a giveaway, mini-course, newsletter, or freebie. These create awareness and interest and are provided in exchange for email addresses hence leads.
What is Lead Generation
Lead Generation is the first step in the sales funnel. It focuses on creating awareness for and getting your product or service in front of potential customers called leads. With email lead generation, once email addresses are received content is strategically sent to give prospects more information on your product or service by showing them the value they can obtain or how it would solve a particular problem they are experiencing. This generation strategy ensures that once your product or service is seen as the solution to a problem the likelihood of purchase is much greater.
When lead generation strategies such as email lead generation are utilized they help build brand awareness, generate quality leads and nurture them to become your loyal customers and even brand ambassadors. While it is generally true that the greater the number of leads you obtain the greater the chances of actual purchase the reality is that focus should be paid on quality and obtaining qualified leads. The higher the quality of the leads you generate the greater the conversion ratio to customers hence the greater likelihood of increased revenue.
For most lead generation strategies the following guidelines are followed:
- Create useful, engaging content on social media, blog posts, and other avenues to drive traffic to your website
- Provide lead magnet – create free resources which potentials leads can access when they provide their emails
- Email your leads on a regular basis with useful content, additional giveaways, and tidbits of information on the necessity for your product or service until a purchase is made
- Continue with email to nurture customer relationship to spark repeat purchase and referrals
Tools for Lead Generation
The generation and nurturing of leads can be a very time-consuming process without guaranteed purchases to show for it. There are many tools that have been developed to not only shorten the time spent on crafting emails but also optimize the process for best results by simplifying and automating lead generation. The tools can fall into three main categories:
- Lead Capture – These tools allow you to collect leads and vary from opt-in forms on your website to social media platforms and live events or webinars.
- Lead Magnet Creation – These tools aid in the design of lead magnets. These vary from basic Word Processing software to graphic design and video creation and editing software such as Canva.
- Email Marketing Platform – These tools provide email marketing services such as the collection of emails from email subscribers, segmentation of prospective customers into your preferred email marketing list as well as email formulation and email automation. Popular platforms include Mailchimp, ActiveCampaign, Campaign Monitor, HubSpot Marketing Hub, and ConvertKit.
Role of Email Marketing
Email lead generation is a means of collecting leads through the use of an email opt-in form. It’s all about gathering information on potential customers, such as their name and email address. It also involves strategically nurturing leads to ultimately transform them into customers. In fact, 59% of B2B marketers have identified email as their most effective channel for generating business leads and earning revenue. This is not surprising as roughly 80% of marketers have reported an increase in email engagement over the last 12 months.
Email Marketing software helps to guide leads through your funnel and optimize your email campaigns with tools for initial awareness, nurturing, and conversion by:
- Creating continued interest
- Consistent strategic emails keep you at the front of your leads mind
- Informing Customer of new services
- Convert leads to customers
Once emails are received the real marketing begins as leads are systemically enticed to eventually become customers based on clearly defined interests and similarities. Most email marketing software provides automation tools to deliver specifically designed content to particular segments or lists based on their area of interest or some other distinguishing feature of identification. This ensures that your email marketing campaign would be directed to your ideal customers
Nurturing of Leads
Once lists are created based on identifiable behaviors or interests, content is created and delivered on an advanced scheduled basis based on triggers such as which emails are opened for example. The ability to create emails in advance as well as to schedule based on behavior not only saves time but increases efficiency and allows for creating more strategic content that converts.
Conversion of Leads
The nurturing of leads helps build a relationship with potential clients. It ensures that they are aware of your services and builds a level of credibility and assurance that you can provide a particular product or service to solve a problem or fill a need. This keeps your brand at the front of the mind as the go-to resource and increases the likelihood of purchase when they make their decision to buy.
Tips for Creating Emails That Generate Quality Leads
In order to capitalize on your clearly crafted email marketing, it is important to ensure the actual content of the emails is useful, interesting, and engaging. The aim is to pique interest and guide leads through your funnel. Here are some rule of thumb tips to utilize in the creation of your emails:
Captivating Subject: The subject line is the first thing your leads will see. If it does not pique their interest they won’t click the email, let alone read it. Some effective subject line strategies include:
- Keep Subject Lines Simple
- Personalize Them
- Create a Feeling of Exclusivity
- Make It Urgent
Clear and concise: On average an office worker receives about 121 emails per day. With so many emails bombarding inboxes it is important to ensure email content is not only clear and concise but engaging as well.
Call-To-Action: The whole purpose of creating email marketing and guiding leads through your funnel is to ultimately affect a purchase. As such your CTA must be effectively advertised and placed so as to encourage maximum conversion. Utilize action word buttons and links strategically placed within your email. Ensure they know the next step to take after receiving their lead magnet and reading about all the beneficial products and services you provide.
Email Marketing is not only one of the most important aspects of lead generation but the most effective. Once executed systematically and strategically, your email marketing technique can lead to consistent and substantial increases in revenue.
For help with executing your email marketing campaigns, reach out to Prime Marketing Experts today!