Many businesses have an email newsletter, but we hear they often want to do more. To help you get started with segmented email marketing campaigns, here are seven email marketing campaigns you can do right now to attract and capture more leads, which will turn into more sales.
As a marketer, it’s your job to generate leads, educate leads and have them primed to purchase. When they purchase, they should be familiar with the solution you offer, the value you provide and what makes you unique from others. From what I discussed earlier about inbound marketing trends, leads aren’t the same and must be segmented. These seven email marketing campaigns are your chance to shine!
1. Use a Targeted Landing Page Lead Magnet
Lead magnets are one of the most powerful ways to provide value for prospects. What exactly is a lead magnet? A lead magnet is one specific piece of content that attracts leads like nectar does to bees. It excites leads when they visit the landing page, and when it’s in their hands, they love it.
Examples of lead magnets include free reports, guides, whitepapers, access to videos, diagrams, etc. Lead magnets are not exclusive from the other lead-generation ideas; instead, they complement the whole process and generate interest from prospective leads.
2. Touch-base with Existing Leads (They Haven’t Heard From You!)
Too many businesses often ignore their existing leads. Why? Well, it’s not intentional. Often the leads might have received a few poorly-targeted emails and that’s it. For instance, they signed up to hear from you, you gave them information, but haven’t touched based to see where they are in the buying process.
A good way to get back in touch with existing leads is to ask them how they are doing, and the level of interest in your business. By including a few links in a follow-up message with varied levels of interest (e.g., Yes, I want to hear more about your product; Get in touch with me next month; No, I’m not interested), your hot leads will shoot to the top of your list, and the cold ones, will shoot to the bottom.
3. Ask Customers for Referrals
Most small business owners will tell you they get a lot of their new business from referrals. But when you ask them how, they aren’t totally sure – meaning they just “happen.” A better way to ensure you get more referrals (and free leads, by practice) is to ask existing customers to refer a friend.
To do this, consider sending a short survey to customers asking them for their feedback and to rate your business. This does two things – allows you to service those who are unhappy and allows you to ask customer who are happy for a referral. Using a segmented, personalized and tailored campaign, you will achieve the results you’re looking for.
4. Inspire Leads with a Story about Your Business
If there’s one thing that small businesses have, it’s a unique and creative story about their history. Storytelling is a great way to allow leads to build trust, familiarity and humanity in the business. Emotional connections are just as important as knowing if the product and service meets their needs.
A good story has a character (or characters), a plot, a villain (or cause), vivid detail and a conclusion. Think about the history of your business, employees, causes the business stands for and package these into a powerful and compelling story.
5. Show Leads People Like Them with Customer Case Studies
You can have the coolest product or service in the world, but it won’t mean a thing if there’s no proof it works. Following up with successful customers and writing up case studies about their success – before and after – using your product is interesting to leads. Want to make them highly effective? Categorize them by industry and send it to people in those industries.
A customer case study program is easier to run than you think. Start with your happy customers and understand why they chose your business. Then write up a story on them based on past and present performance. Finally, craft a helpful campaign to educate warm leads about how you solved the problems they have.
6. Educate with a Demo or Free Trial Registration
If you offer a product or service that you can offer by giving people a “taste,” that’s a great lead-generation tactic. You do run the risk of people judging your product too early without understanding how it solves their problems. Nevertheless, it’s a great way to educate people about your business and let them experience it firsthand.
In this type of campaign, it’s important to show-and-tell the benefits and get people engaged in the business. It also is a great chance to show them the value of the business before you ask for their credit card. Demos are a good way to educate people with the main concept of your business, and when the time is right, let them raise their hand for a personalized demo. (See an example of this on the Infusionsoft Demo!)
7. Reward Prospective Leads with a Sweepstakes Giveaway
Another common way of generating leads, albeit non-targeted, is to host a sweepstakes. It a great opportunity to educate people about your business and a chance to feel rewarded for their efforts. People are willing to divulge more details (to an extent) if they have a chance at winning something of value free.
A great way to do this type of campaign is to focus on the education, match the prize to the kind of information people give you and keep the prize relevant to what they’re looking for. For instance, if you do pool cleaning, an iPad 2 isn’t going to relate; but a free set of pool chemicals is more likely to attract the right kind of leads.
These campaigns, though simple, help businesses generate and nurture leads. The name of the game is segmentation, relevance and personalization. You need to have more than one way for people to enter the sales funnel so they can receive individual attention. Operating multiple campaigns helps you learn more about the leads, while providing them individualized value.
[Image credit: dtcchc]