The longstanding channel of direct mail is still the foundation for marketing campaigns and it compliments digital efforts as a sales medium, building a brand, acquiring leads and strengthening existing relationships. J.C. Penney recently brought back its catalog after stopping it 5 years ago. Why? They found that online sales came from shoppers inspired by what they saw in print. While shoppers are increasingly buying clothing, home goods and automobiles online, many sales are actually from catalog shoppers using the website to place their orders.
Generating leads is the biggest challenge that BtoB marketers are facing today. These BtoB lead gen tips will help you reach more prospects, engage them more thoroughly and ultimately close more sales.
Eye-tracking studies have been around for some time and offer fascinating insights into how readers view emails and web pages. These studies closely monitor where the eye looks and how long it lingers there, producing heat maps that are incredibly informative for marketers. These eye-tracking insights will help you create more effective emails that cater perfectly to the way viewers look at their screens.
Real Mail Notification is a relatively new digital process that is in the pilot stages at the Postal Service. It is exciting for us direct marketers because it truly establishes mail as an integrated marketing channel. With this digital app, an email message is sent to the customer every day before they receive their mail with images of the mail pieces that are going to be delivered. The email is a preview of what will be in their mailbox, if traveling or at work, every day before they receive it.
Overall sales and market share can experience solid gains with modifications to your online and offline campaign’s copy and design elements. Below are a few tips that work:
The landing page is the final step in converting a visitor to a lead. It starts with a valuable offer and must have a form to collect visitor information. These 10 tips will help you optimize your landing pages to generate qualified leads.
1) Explain Value of the Offer
The landing page must clearly explain the benefits of receiving the offer in exchange for their contact information. The content must answer the question: “what’s in it for me?”
2) Consistent Headers and Call to Action
Headers should clearly explain the offer and be consistent with the call to action visitors clicked on to reach the landing page. The headers should start with an action verb like “learn” or “download”.
3) 5 Second Rule
In less than 5 seconds, visitors to your landing page should be able to understand what the offer is, the value of the offer and what they need to do to get the offer. Make it easy for the visitor to scan the information by using 3 to 5 bullet points.
4) Create a Short Form
Short forms are always better than long forms to make it easier for a website visitor to become a lead. Only ask for the information that will help you or your sales team follow up with or qualify the lead.
5) Place Content Above the Fold
The content and form on the landing page should always be visible above the page’s fold. Testing has proven you will see a higher conversion rate if visitors do not have to scroll down to see the form.
Now more than ever, companies/organizations must place a high priority on gauging their customers' experience with them. And I mean the TOTAL experience ---all touch points from sales, customer service, usage of product or service to post-sales and tech support. It must begin with upper management's commitment and it needs to be filtered throughout the organization.