How to get quality leads for your email marketing strategy

06/11/2018 - Autor invitado

If you’re wantingto grow your subscriber lists, you probably already have the most effective channel at your disposal to attract, retain, and sell more to your target audience: email marketing. Of course, you have to ask yourself whatthe best ways to create a quality database are, since that’s the key to success.

One of the most well-known and reiteratedpieces of data in the digital world is that email marketing is the most profitable channel by a long shot. In fact, a report from the Direct Marketing Association in the United Statesnotes that for every dollar invested in there, you can get up to $40 in return.

As you can see from the graph, SEO is, without a doubt, a key tool. However, we see that the expected return is noticeably lower than that of email marketing.

Ready to optimize your strategy? Note how to improve your techniques andincrease sales through the most effective channel.

Five effective ways to get quality leads

  1. Get creative: Landing Pages can guarantee a victory

This is one of the most important aspects because your landings will be a key tool you’ll use in most all of your actions. Surely, you’ve already included forms on your website; publish them on social media along with what any specific source has mentioned.

Have you thought about other ways to motivate your potential customers to leave their personal information?

For example, the email marketing tool, Doppler, has decided to give everyone who requests it a personalized, completely free digital marketing consultancy for its 12th anniversary. That means the strategy, website, networks, and positioning will be analyzed and personalized advice will be offered to each business that requests it using.

These types of offers are ideal for achieving quality leads, generating engagement in the community, improving branding and positioningyourself as a reference in the field.

  1. Contests on Social Netoworks: a sure-fire strategy

It’s one of the favorite channels to generate engagement, but it can also be useful in getting quality leads.

Some time ago, Easypromos published Spanish shoe brand, Lolita Blu’s, success story. The contest was simple: one pair of shoes was drawn out from all of those who had completed a registration form. Clearly, the goal was to increase the number of quality leads to send email marketing to.

In addition to the number of new followers they got and the engagement generated, the brand got 1,400 new subscribers in a week. Not bad, right?

What’s important is that you take advantage of this vital channel to attract new prospects.  For example, set up a Facebook tab with an integrated form where they can subscribe to your website and start receiving your notifications.

  1. Lead Magnets: Liquid gold, in everyone’s reach

Have you heard of Inbound Marketing? These are non-intrusive advertising strategies designed to attract potential customers at the beginning of their journey and accompany them throughout the purchasing process.

Content marketing is your best ally to for getting good results. This means, you’ll have to offer high-value content, designed exclusively for your target audience.

Let’s look at another example: Imagine you sell marketing consults and have a blog with content on the subject. A potential customerlooks up your page because they noticed a post dealing with the best techniques to position a website. They start reading it and it seems useful to meet their goals.

Then, what if you offer them a free e-book with more information on the subject? Do you think they’ll be interested?  Of course! And this will be your opportunity to ask them for their email address to add to your database.

You’ll have to think carefully about what the best content and format for your target audience might be; maybe it’s not an e-book, maybe it’s an infographic because your audience doesn’t have time to read long texts. Another possibility might be that your target audience prefers video tutorials or podcasts.

As always, in the world of marketing, it’s all about knowing your target welland being able to offer more than your competition. If you do it right, you’ll see your database grow with quality leads in no time.

  1. Webinars and Training: Lights, camera…and more leads!

If it’s a matter of providing valuable content, there’s nothing better than a good free training on topics that may be useful to your audience. Don’t think you need a great infrastructure or large budget to do so.

Today we have thousands of free apps that let us offer free, live webinars or even record videos and upload them to YouTube. Sure, it’s hard to face the camera at first , but it’s just about practice and experience, so the sooner you start, the better!

Create a Subscription Landing, don’t forget any important information, and disseminate it as widely as possible. Use all your channels and, if possible, those of partner companies too!

  1. Partners: A win-win that always works

Partnering with other brands that focus on the same type of customercan be a strategy to generate a large number of leads at little or no cost, which means you don’t have to take the time to start contacting a new prospect from zero.

The goal is. Furthermore, you could exchange Blog articles (with strategic backlinks) or organize Webinars or events together where both parties invite their audiences through email campaigns.

In general, this type of agreement yields great results. So, think about what brands might be similar to yours, obviously not competitors, and the proposals you could make.

In addition to these five innovative ideas to capture leads, don’t forget about the classic ones! Forms in Blogs, events, and posting in networks on your Landing Pages are actions that are always valid. Plan your next steps now and grow your database with quality leads to implement an effective email marketing strategy.

 

María Díaz @MariaDiazTweet

Country Manager at Doppler

I’m a Social Communicator and Master of Strategic Marketing.  Over the last few years I’ve specialized in Online Marketing and now, after having held various positions at Doppler Email Marketing, I’m the Country Manager in Spain.

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