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Why a DIY Lead Generation Can Kill Your Business

You can get almost any kind of information on the Internet — from the most useless trivia to building a house. For this reason, a lot of people embark on DIY projects although the results are not always positive. Companies, too, are jumping into the DIY route especially when it comes to lead generation, thinking they can save more when they do.

However, not all DIY projects ended happily and satisfactorily. You can see memes of DIY disasters all over the Internet. Who could miss the “expectation vs. reality” GIFs?

It’s the same with B2B businesses – you’ll never know whether your DIY lead gen campaign can end up well or not. Unless you already have a dedicated in-house lead gen team, doing a DIY is a dangerous business. Worse, it can even kill your business. Here’s why:

 

Lead Generation Takes Time

The significant and long-lasting impact of your lead generation efforts takes time. It will require you to invest a great deal of your time and effort before you see any tangible results.

In the same way, DIY lead generation will take the same amount of time and effort or even more. If you don’t have a lead gen team, you might soon see that you are spreading yourself or your staff (whoever is assigned to) too thinly. You might even get distracted away from the main core of your business.

Sometimes, you might be able to meet the rigors of a lead gen campaign at the beginning but have difficulty following up since it will require a great deal of attention. Moreover, lead generation campaigns need a significant amount of learning curve that will consume more time before you can apply them practically.

 

Lead Generation Requires Specialized Technology

Your business might be using a variety of technologies and platforms that have different functions.

How many marketing-specific tools does your company use?

Here’s the question, though — how many marketing-specific programs does your company use? The answer varies on the size of your business but if you are a small business, the answer is most probably very few or none at all.

If you are already struggling with your tools, how can you expect your lead gen campaign to be successful?

On the other hand, hiring a third-party to take on your lead generation places you above ground. (Learn how to better manage outsourced B2B lead generation services)

One, experts and specialists are in charge. These don’t have just the skills, but they have years of experience. In other words, they don’t rely on guesswork but data and analytics.

Two, they have the tools and cutting-edge technologies sparing you from investing hundreds or even thousands of dollars on additional tools and software.

 

Lead Generation Can Slow You Down (If Done Incorrectly)

If your business is experiencing growth, you will need more people. The hiring process can impede your growth because you need time looking for the right person to handle the additional responsibilities. On the other hand, the growing work can overwhelm you, and you could hire the wrong person because of haste.

If you have managed lead gen, however, you can add qualified experts within a short span. They can easily integrate with your company flow with little or no supervision needed. It saves you money from training new staff and needless errors.

 

Lead Generation is Dynamic

Because consumers are different and they can change their minds quickly, and also because strategies need to evolve, you can’t be stagnant with your lead generation campaign. You need to bring it to the next level, and that’s where the pipeline strategy comes in.

lead-generation-is-dynamic

Pipeline strategy analyzes marketing and sales data, so your goals and decisions are based on revenue. A reputable lead generation service is well-qualified to use this strategy to keep your sales up and generate revenue for your business.

More so, these experts have the flexibility to adjust according to the changes in businesses by increasing or decreasing your leads according to your requirements.

 

Don’t DIY; It’s Time to Call the Experts

Why attempt a DIY and place the business you have worked for at high risk when you can have experts and professionals who have the technology and experience that will bring your business to the next level?

Talk to one today to enjoy the benefits and stay ahead of your competition!

 

Multi-channel Customer Experience and How it Impacts your Lead Gen Strategy

A sales campaign involves hitting different factors on different fronts. However, we have to realize that in this day and age, the digital front is one area that you really have to pay attention to.

There are a lot of things that you can deploy in order to boost your multi-channel customer experience and all of these contribute to the end of goal of maximizing your lead generation strategy.

 

Why Digital Lead Generation?

The attention of people is getting shorter and shorter as the years age. What meant minutes to get the attention of an audience a few years back is now down to at least 8 seconds according to studies. Simply put, marketers have to be keen in coming up with a digital customer experience that will generate immediate positive responses from the target audience.

Your digital customer experience should possess the following characteristics:

  • Clarity
  • Optimization across various touchpoints
  • Excellence
  • Data fluency

Here are the benefits of a well planned digital customer experience:

 

It gives companies the ability to track and monitor customer behavior at various digital touchpoints.

Generating helpful vital information about your potential customers is of utmost. Digital customer experience has the ability to measure and constantly keep an eye on the preferences and buying behavior of the target market.

This information may include basic demographic snapshots, basic contact details, common responses to marketing initiatives, lifestyle, the usual time of social media usage, preferred account to use, history of past transactions, and possible communication history with the brand concerned if applicable.

An effective and well planned digital experience platform should have the capacity to gather all of these data and give each significant department of your business access to them. Having this kind of technology working for your business gives you an undeniable edge over your competitors.

It also means that the departments involved in the operation are seeing one and the same data that are constantly updated. Imagine being able to grow your business steadily just by using this wonderful piece of technology made available to this present generation.

 

The brand makes a lasting impression on the target audience.

When intending to give your potential clients a digital customer experience, naturally, you would want to make such a massive impression that they will never forget your brand. Making a lasting impression also means establishing a certain degree of connection with the clients enough to make them go to the next level – customer engagement and conversion.

At the end of the day, you would want your target clients to make an action concerning your brand.

 

The business is able to offer customers several choices of services that are suited to their situation.

Your target client can choose to either use web chat, video or voice options in order to understand your product better. Whatever is most comfortable to your potential client is made available to them and made even more accessible and easier.

If you want your target clients to respond to the digital customer experience the way you hope and expect them to, make sure to do the following:

 

Integrate your marketing tools.

An integrated marketing data will benefit your business in more ways than you care to imagine. When you think of integrating your available marketing tools, think of efficiency and a high success rate. These two will be made possible because your different departments will be working faster than usual because of the convenient availability of updated data.

 

Know what your customers want.

Before you think of even starting to design your digital customer experience, it pays to know what thrills them in the first place. You should know by now that some approaches you use with an older age group do not work well with a younger bunch of people vice versa. Do your homework and study what keeps them interested.

It pays to be prepared. You are not only saving time, you are also saving on your monetary resources when you hit the target right where you should.

 

Get your people on board.

Your whole team should be clear about your objective and plans. Some initiatives do not work out well simply because not everyone on the team is on board. Meaning, there is a tendency for business leaders to overlook the importance of communicating strategies and timelines to members of the team who should be in the know.

Educating your whole team about data analytics, for instance, equips them to be able to respond, plan out, measure, and process data properly. If some member of your team does not have an appreciation of basic customer data such as buying behavior, this can be a big blow to your business eventually.

 

Sales Questions to Find and Qualify Customers Pain

Qualified leads have always been the best way to prospect for new business. In this article, we’ll discuss how you can use qualifying questions to gauge your current prospects.

A sharp and smart sales and marketing person knows how to ask qualifying questions that will reveal the situation and pain points of a business or person. Knowing their issues will allow you to also identify what they truly need in order to address the problem. Armed with this knowledge, you can make better sales presentations.

Here are some of the most effective qualifying questions that sales and marketing people have been using for so long:

 

1. How can we help?

You will be surprised at how impactful this question is. Most people who need help will not volunteer the information. They tend to really wait for someone to ask them first. And being asked this question is like a light at the end of the tunnel – there is potential to get answers, the possibility of finding an actual solution.

While it may appear too vague at the beginning, it is your task to filter what you hear and make mental notes of important details. Quite often, there is a need to ask for follow up questions like:

  • How long has this been going on?
  • Who is responsible for this?
  • What is your role in all of this?
  • Who else knows about this?
  • What has been done to address it?

The list of follow up questions can go on and on. It’s up to you to ask the right ones at the right time.

 

2. What is the biggest hurdle to your company’s growth?

Get your prospect talking about what’s pulling them down or keeping them from getting to the next level. It can be a work culture, a person, a faulty protocol, a lack of technology or a problematic one, a need for more people, training, or software applications that will make them more efficient.

what-is-the-biggest-hurdle-to-your-companys-growth

Whatever revelations you get from asking this important question can help you position yourself better when making a sales pitch. It allows you to target a specific need and offer a workable solution at the same time.

 

3. What task mostly eats up your work hours?

This question will help you identify manageable bumps along the road. If a manual task eats up most of the time of a key person in the organization, maybe you can offer automation tools. It is also possible that a computer system in dire need of an upgrade may cause delays and hold-ups on the day-to-day tasks of an employee. Sometimes, all a company needs is an outsider to look inside and iron out some wrinkles.

You can be that person who will iron out the wrinkles. You can offer a sound solution that will allow employees within the organization to work efficiently with a little help from promising tools.

 

4. What is a recurring topic of discussion during your management meetings?

what-is-a-recurring-topic-of-discussion-during-your-management-meetings

Mostly, it’s the pressing issues that keep on coming up during important meetings. And when people in management repeatedly talk about something consistently, it simply means they have yet to find a solution to the problem. Being able to offer this solution will be a welcome development for them.

 

5. Is there anything you usually complain about?

This kind of question has the potential of opening the floodgates. This often touches a sensitive spot and an employee who is given the opportunity to speak about something that makes things difficult for him would be more than willing to share. It may not necessarily be something that directly involves him, it can be a gripe about someone else in the office or practice that does not make people productive.

Whatever it is that people in the organization often complain about, it is definitely something worth looking into.

 

6. What is your boss mostly meticulous about?

If you cannot go straight to the higher-ups, ask other employees what concerns in the office are leaders mostly focused on. This will allow you to gauge the priorities of superiors and what they do in order to address certain issues.

 

7. What are your biggest challenges in the organization right now?

Challenges, when viewed as opportunities, can make you a very happy salesman. While others may find it a deterrent to growth, introduce a fresh perspective and teach them to see it as an opportunity to do something new. Asking this question might require touching on some sensitive things, but it just might be what they need in order to find a permanent solution to the problem.

 
If you want to find solutions and make a sell, it all starts with asking the right questions.

 

Competitive Analysis: How Competitors Can Get You New Leads and Clients

Microsoft, Google, Facebook—all the significant players do more than mind their own business. Microsoft founder Bill Gates learned from former Apple CEO Steve Jobs, and vice versa. Bill Gates treats competition as something that keeps the company on its toes. Steve Jobs aimed to do things differently rather than just better than the competition.

An industry player needs to know the competition better than themselves. Otherwise, you can’t consider yourself in the playing field. Once you find out who you are competing against, you gain insight essential to upscale your marketing strategy.

But first, you have to take the competition seriously. There are misconceptions B2B companies believe that unbeknownst to them are pulling them down. Ignorance is a fatal mistake so consider what you think about these misconceptions:

  • We don’t have a competitor because our product or service is unique.
  • No one does it better than us. We are already light years ahead.
  • We know our competition, but we don’t believe we should invest in competitive analysis.

These misconceptions result in a classic tortoise vs. the hare match. Once you trivialize competition, it is tempting to become complacent. However, it is equally important not to resort to devious plans to acquire information on the competition. In this article, we share tips and resources for useful competitor analysis.

 

Identifying the Competition

To begin with, do a simple Google search on your most significant industry keywords. Major brands will show up, and at this stage, you can determine:

  • Competitors you already know
  • Competitors who utilize Google Ads with those targeted keywords
  • Keywords ranking

Determine which keywords your competitors vie for and how well they rank. You can also utilize tools like SEMRush, SpyFu, and Moz Keyword Explorer. These resources reveal paid and organic keywords, search volume, competitiveness, keyword strategy, and how to apply it.

Savvy Ways to Identify and Qualify B2B Decision Makers

Knowing your competition is just a third of the process, you should learn how to identify your key targets as well.

 

Decoding their Marketing Strategy

After you identify the competition, do more in-depth research into your top competitors. Study their value proposition, end-to-end customer experience, and the use of paid ads. Pay-per-click ads is an effective method to boost web traffic fast.

Explore their website from their about page, shop-to-payment process, promotions, deals, new arrivals button, search bar, free shipping, contact page, and live chat. Determine which features you can add to your website. While there you can also study pricing and later compute an average to avoid price disparity. Utilize different tools to find out which advertising, tracking, and analytics use your competitors use for their website.

Related: How Marketing Automation Helps You Outgrow Your Competitors

 

Study their Content Marketing Strategy

As you go through B2B companies like your own, you may find that the majority don’t keep an up-to-date blog. There is a lot of room for thought leaders in B2B. Blogs, podcasts, and video content are content types you can leverage to scale your business. Publishing valuable content can boost organic search ranking in the long-term. Buzzsumo is an excellent tool that helps you find viral content in your line of business and how they fare in social media shares.

Related: Amplify Your Leads with These Content Distribution Tips

 

Look at their Social Media Presence

Social media is also an excellent place to get information about competitors as well as customers. You gain insight into what type of content customers like to see, share, and like. You can also create targeted personas with the information you acquire on competitors’ social media.

 

The Influencers Behind their Campaigns

Customer reviews can influence the purchasing decision of potential customers. Your competitor may be using top companies, a celebrity, an industry authority, or someone with lots of social media followers to promote their campaigns.

It’s not enough to rely on word of mouth from your customers. If you can build relationships with influencers and encourage them to help you with promotion, you reap more traffic and revenue. Moz Open Site Explorer is a great tool to help you find influencers that promote your business.

Related: The Perfect Response to “We Are Currently Working With Your Competitor”

 

Study their Method of Acquiring an Email List

It is easier to direct an email marketing campaign at a more focused group of demographics. Consider how the competition does it. Do they have a pop-up newsletter signup on their website? Do they have promotional content like a free guide, ebook or webinar in exchange for customers email addresses?

Related: Creating a Content Upgrade and Using Them to Grow Your Email List

 

Final Thoughts

A horse never runs so fast as when he has other horses to catch up and outpace.

– Ovid

Knowledge of your competition helps your business stay on track with industry trends. Whether it is the utilization of live chat, viral content, influencers, organic, and paid ads, you can determine which strategies have worked for the competition. Then, you can develop your marketing strategy with a more informed gameplan in mind.

 

How to Convert Abandoning Visitors Into Subscribers

What’s worse than getting little traffic to your website is your visitors leaving without converting or making any purchase.

There are many reasons why it happens. It’s either they don’t need what you offer them, or what you offer is more than they need. You might offer a downsell, but it doesn’t seem to be working. You scratch your head and ask why.

Thinks about this:

If you are an internet service provider offering a 30% discount for those who will purchase a one-year subscription of your $247/month plan with a 10Gbps up/down speed, a company that is already earning a large revenue will easily convert. However, that offer might be overwhelming to a startup that is just starting to break into the market. Even if you put a one-month limited offer condition to your offer, the probability of them converting is slim unless they are big risk takers.

Therefore, they clicked the button to leave your site and look for better offers. Before they leave, however, a pop-up appears offering them a $50 Mbps plan at $35/month with a 15% discount for a one-year subscription. That might not be as fast as 10 Gbps but fast enough for their needs and at the price they can afford.

Congratulations! You have just converted them and made them purchase from you just as they are about to leave your site without doing anything.

You have also witnessed the power of exit-intent technology.

 

What is exit-intent technology?

Exit-intent technology, as shown by the example above, is an innovative tool used in digital marketing that tracks the behavior and mouse clicks of your visitors, most especially if they are about to leave your site without making any purchase.

Once it detects the visitor is leaving, it presents captivating information to re-engage the customer, so they don’t leave without learning about the best product offers you have. These messages come in different forms, such as discount deals, special offers, content upgrade, and newsletters.

If you haven’t used exit-intent in your marketing efforts, it’s time to utilize its power. Xeroshoes, the company that created unique footwear called barefootwear, which simulates barefoot running, was able to convert 28.4% of their abandoning visitors into buyers after using the exit-intent on their website.

Related: Essential Components of a Lead-generating Website

 

Your visitors are the key

Your visitors are the people you want to convert; thus, it makes sense to understand them first before you can even tailor a strategy to convert them.

How can you do that?

Communication

You talk to them and find out what they want, why they are leaving, and at what point they leave. You can use surveys or questionnaires with a few questions. It will further motivate them if you offer them something in return when they answer the survey.  

The answers you can get might vary depending on the traffic source they came from. A visitor coming from Facebook might be looking for a different offer than the one coming from Google search. In the same way, a person who left your customer page might need something different than the one leaving your support page.

Aside from talking to them, you can also analyze their behavior using Google Analytics. Find out what actions the different kinds of traffic (organic, direct, referral) have when they visit your site. Where do they abandon your site? What page do they stay the longest or the shortest?    

Knowing what your visitors want and understanding their pain point allow you to gain insight on how you can re-engage your prospects before they leave.

Related: B2B Chatbots and How This Tech Can Improve Your Conversions

 

Customize your message

Customizing your message according to the individual needs of your visitors is time-consuming since each person is unique. What you can do is segment your visitors based on the information you got. You might not be able to create a message for each of them, but you can still create personalized messages based on their interests.

That will make your target audience feel valued and when they feel that, they convert.

Eventually, those new conversions become buyers and your revenue increases.

How do you segment?

  • Identify who are first-time visitors and who are the returning ones. You don’t give a discount code to your returning visitors.
  • Identify who is in the early stages of the buying process and those who already placed some products in their cart.
  • Identify which of your visitors are already subscribers. Offering new subscribers an exclusive deal is a good strategy for new visitors but a bad one for those who are already in your mailing list.

Page level targeting is another strategy for delivering a personalized message to your visitors. What you do is customize your message based on the page your visitors were viewing before they decided to leave.

Related: 5 Strong CTA Examples (with Solid CTRs and Conversions) to Learn From

 

Using the exit-intent for conversion

As mentioned earlier, an exit-intent can come in different forms but with the sole purpose of telling your visitors not to leave because you have a better offer. However, there’s also an art on how to effectively use each of these forms of the exit-intent.

Abandoned Cart

Offering a discount code at a point where they want to abandon their cart is a good strategy; however, it might not be enough to convince them to stay. Other alternatives include starting a live chat or offering to call them so you can ask how you may help them. These methods will also help you find out what prevented them from making the purchase.

You can also send them an automate email flow to check if they have made the purchase or not. Just make sure that the exit-intent popup will only show once every session.

Survey

You should take caution in offering a discount code at this point because you might not get the high-quality answer you might be expecting. Instead, you can direct your visitors to a landing page where you can check how much time they have spent reading and answering your survey. The length of time they spent is a good indicator of whether it is spam or not. Also, make sure to make the survey quick and concise, or they will abandon your site completely.

Visitor re-engagement

If your visitors want to abandon your site, you can present them with your newest products and redirect them to that page. To catch their fancy, this exit-intent form should have high-quality images of your products because our brains can process pictures much faster than words. If the product you’re offering requires some special technical knowledge, you can provide a how-to guide on how to fully utilize that product.

No matter what purpose your exit-intent is for, they should always be a popup, and they should be eye-catching enough without diverging from the general design and color of your website.

Related: What is Conversion Rate Optimization and Why Your Website Needs It

 

You can also get more inspiration for your lead generation strategy from successful marketing campaigns using the exit-intent technology.

 

Lead Scoring: The 5 Attributes To Consider When Ranking Your Leads

If you have not heard of lead scoring before, or haven’t really had a primer on it, then now is your chance to tactically use these quick tips on how to be able to get yourself more leads and be much more efficient with your resources.

Lead scoring saves you a lot of time. It allows you to identify leads that are more or less receptive to specific marketing campaigns that you will come up with. You wouldn’t want to keep on sending the same content and strategies to leads that have not even taken the time out to open your emails. At some point, you have to personalize your approach and create relevant content for each group of people you are trying to reach.

However, before you can accomplish this, you need to be able to do lead scoring or rank your prospects according to the pre-identified values you have set. Studying your prospects in this manner creates a timesaving process for you and your whole team. Additionally, you are able to strategize your approaches by targeting those that are ripe for the picking. Naturally, you would want to continue building a connection with leads who have shown some form of interest on what you are trying to sell.

 

The following attributes will help greatly when you do your lead scoring:

 

1. Demographics

Who are you trying to reach? Where are they located? What age range does your product attract? These are the common questions you need to consider when going over demographics for lead scoring. While it is easier to score age ranges, it is quite challenging to score geographical locations. This is where the assigning of values will come in very helpful.

For instance, you can assign a point higher to places that are ideal for your business and assign a negative point to those that are not your priority at the moment. When choosing which locations can be assigned negative values at the moment, look into the city or state where they are located. You may also opt to use their zip codes as points of reference.

Related: Why Customer Profiling Could be the Best Investment your Company Makes

 

2. Company Information

If you are trying to stay competitive as a B2B company, then it is best that you look closely into the corporate information of the leads you gathered. Once you have identified the leads that will be very beneficial to your business, make them your priority when you send out proposals and marketing campaigns. You may also opt to reclassify the other leads remaining, but without totally discarding them. You will most likely need them again in the future if not now.

Related: Savvy Ways to Identify and Qualify B2B Decision Makers

 

3. Buyer Behavior

One way for you to know if your prospects are ready to make an actual sale is to study their behavior in terms of their previous transactions. Did they make purchases right away after reading the first email? Did they take their time? Did they wait for all the promotional emails to come in before making their decision on the day of the deadline itself? Did they send inquiries after reading your email?

By answering these questions, you will have an idea about the buying behavior of your target client. Of course, you would have to work harder to convince those who took their time before making a purchase or abandoned their cart in the end that your product is something that they truly need.

Buyer behavior is influenced by various factors that commonly involve purchasing power, economic conditions, influences from groups or peers, culture, marketing content, and personal preferences to name a few. When you understand how these factors play out in an actual decision-making process – whether a consumer decides to purchase or not – you will avoid making the mistake of coming on too strong and turning off your prospect.

Related: The B2B Buying Process Has Changed: Here’s How Not to Get Left Behind

 

4. Areas of Interest

Areas of interest are very good attributes to consider when doing lead scoring. Identify which products your prospects normally respond well to, sites they often visit, items they always click, and purchases they make if there are any. To assign scores in an efficient manner, always assign negative values to those who normally.

Having a hard time figuring out which leads are sales-ready and which ones are not?
Check out our primer on predictive lead scoring and start ranking and classifying your leads.

 

5. Lead Decay

If you have leads that are really unresponsive over a long period of time, continue to reduce their scores until you are ready to decide whether or not they should be removed from your prospects list. Other indicators of lead decay is a high rate of unopened emails and length of time they have been in the system and did not make ay favorable decisions such as buying your product.

Related: Warm Leads Gone Cold? Here’s What You Can Do

Don’t wait too long, apply these simple principles in order to achieve better leads and get better results in the long run. It’s definitely time to start implementing better procedures to get things done in the best way possible.

 

5 Strong CTA Examples (with Solid CTRs and Conversions) to Learn From

Conversion rates occupy a vital spot in any marketing dashboard, but they’re by no means the end-all and be-all of marketing metrics. Every conversion is the end result of a series of actions that prospects need to complete.

It’s these tiny, intermediate steps that ultimately determine whether someone subscribes to your newsletter, downloads your latest whitepaper, signs up for a webinar, or reaches out to a rep at your company. Maximizing conversions means making this process as smooth as possible for your audience.

This is why click-through rates (CTRs) is a more meaningful metric to keep an eye on than overall conversion rates. CTRs give a clearer picture on what’s working and what’s wrong with your digital marketing campaigns at each stage of the conversion process. And because clicks tend to be strongly correlated with conversions, increasing CTRs will, in general, also lead to higher conversion rates. Here’s to why your website needs conversion rate optimization.

One proven way to boost CTRs is to optimize your calls-to-action (CTAs). CTAs influence clicks, which in turn drive conversions. This makes CTAs not only a key factor in maximizing CTRs, but optimizing conversion rates as well. According to Michael Aagaard of Unbounce, CTAs represent the “tipping point between bounce and conversion”.

But with so many elements of CTA optimization to focus on (and so many tactics to make it happen), it can be challenging to figure out how to tweak CTAs for better clicks and conversions.

Let’s take a look at some proven ways to do this by dissecting actual examples of CTA changes that led to significant improvements in CTRs for different digital marketing channels. We’ll cover effective CTA strategies for email, social media, paid search, website, and video.

 

Email: Putting only 1 CTA lifts CTRs by 42%

On average, a typical B2B email newsletter contains three CTAs. But averages aren’t necessarily the most optimal numbers to follow, especially with email CTA best practices. That’s because real-world results continue to show that the fewer the CTAs, the higher the CTRs. In fact, as one email case study demonstrates, the optimal number of CTAs might be exactly 1—nothing less, nothing more.


In 2014, Thomas Mender, head of database marketing at Whirlpool decided to test out a series of tiny tweaks to an upcoming email campaign. His team ran an A/B split test in order to determine how many CTAs the templates should include:

The control group contained a total of four (4) CTA buttons, Consisting of three (3) “Learn more” buttons (each leading to a separate product landing page) at the bottom and a single “See details” button (which pointed to the campaign’s main landing page).

control-group-test-a

The treatment group exactly mirrored the control but included only the “See details” button.

treatmen-group-test-b

The results spoke for themselves. In terms of CTRs, the treatment emails outperformed the control by 42%. This clearly shows that, when it comes to CTAs, less is definitely more.

Related: 4 Email Closing Lines That Close Deals (Backed by Concrete Results)

 

PPC: Changing one word in the CTA leads to a 90% boost in CTRs

According to Elisa Gabbert of WordStream, there are four factors that influence a PPC ad’s CTR: a compelling headline, some relevant keywords, an appropriate display URL, and a convincing CTA. Sometimes, something as small as changing a word or two in your CTA will result in a huge boost in CTRs.

That’s what Unbounce did with its PPC campaign. The company split-tested two versions of their free trial signup CTA (each with a slightly different phrasing). One version read “Create my account”, while the other said “Create your account.”. The test results showed the CTA that used “my” fetched a 90% higher CTR.

Further analysis by WordStream found that this applies to PPC CTAs in general. Top-performing paid search ads tended to use specific words, such as:

  • “Buy”, “Shop”, and “Get” for selling
  • “Learn”, “Discover”, and “Sign up” for lead generation

 

Social Media: A strong CTA can increase CTRs by up to 285%

AdRoll says adding CTAs to your Facebook page increases CTRs by up to 285%. That’s almost a four-fold increase with just a simple tweak. In his highly-recommended article “What I Learned Spending $3 Million on Facebook Ads”, Noah Kagan of AppSumo and SumoMe credits a key part of his campaign’s stellar results to the right choice of ad CTAs.


Seattle-based agency Point It did a little digging on the effectiveness of Facebook CTAs at improving CTRs and found the following:

For the insurance vertical, CTA clicks made up 0.9% of ad clicks, and CTA clicks were more likely to convert than non-CTA clicks.

For the tech vertical, CTA clicks represent 11.4% of total ad clicks, and CTA buttons result in higher conversions (though not as high as in other verticals).

For the SaaS vertical, CTA clicks comprise 3.3% of ad clicks, and CTA buttons result in a “significant” lift in conversions.

Here’s a quick rundown of proven social media CTA tactics and the concrete results to back them up:

Tailor each CTA to your audience

Buffer saw massive improvements in its ad campaign’s engagement and clicks (on a budget of $5 a day) by zooming in on its target audience and making sure the CTA copy resonated with them.

Make it clear and distinct

By changing “webinar” to “workshop” in a CTA copy, Facebook ad specialist Angela Ponsford doubled CTRs and leads for a client.

Always offer value upfront

Sales and marketing analytics platform InsightSquared ran a very effective Facebook ad campaign with a CTA that clearly mentioned what was in it for the target audience: a free eBook from one of the biggest names in SaaS.

Related: 5 Methods that Will Help Increase Conversion Rates Using Social Media

 

Web: Ditching free offer in homepage CTA grows signups by 200%

Most marketers swear by CTAs that leverage free offers like “Sign up. It’s free” or “Get your free guide now”. But as the next example shows, taking a completely different approach sometimes reaps better results than staying on the well-trodden path.


Back when Basecamp was still known as 37signals, the company’s co-founder, Jason Fried, wanted to generate more free trial signups from its HighRise CRM homepage. His team tested out many different versions of “free trial” but failed to find the optimal verbiage.

It wasn’t until they decided to drop the phrase “free trial” altogether and replaced the CTA copy with “see plans and pricing” that things finally started picking up. Signups eventually increased by as much as 200% as a result of the CTA tweak.

This example teaches us a few important lessons:

  • CTAs with free offers tend to perform well, but just because something doesn’t cost money doesn’t mean it’s what your prospects are looking for.
  • Prospects and leads want to know exactly what they’re signing up for. Free trials and demos can put off prospects, especially if leads are afraid of committing to something that might be hard to get out of afterwards.

Each CTA should nudge prospects toward a tiny step, not a huge leap. Going from homepage to a free trial can feel like a drastic jump for some first-time prospects, while a visit to the pricing page is probably a smoother transition.

Speaking of website optimizations, this resource focuses on fifteen (15) proven web design ideas that can help you convert visitors into leads.

 

Video: Well-placed CTA leads to 340% ROI in 2 weeks for video campaign

For KISSmetrics, a CTA within a video fetches 380% more clicks than a CTA in the sidebar. That’s the power of a well-placed CTA. In the example below, we’ll see how you can leverage CTAs the right way in your marketing videos.


Veeroll, a video platform for businesses, launched a Facebook ad campaign to promote its Veeroll Pro Membership (with a 30-day free trial). The ads led prospects to a landing page for a live webinar, which then took them to an order page that listed features, testimonials, and FAQs. The campaign ran as follows:

  • Tested both video ads and text ads simultaneously for comparison (video ads generated 18x more engagement and 3.5 more conversions than the text ads)
  • Decreased their CPC and improved conversions with retargeting
  • Split-tested various CTA ideas for each of their 4 video ads
  • Gained 122 new subscribers in 2 weeks that resulted in monthly revenues of $11,000 while spending a total of $2,500 on Facebook ads (a 340% ROI)

Learn how to create engaging videos that rack up views and shares

 

The Takeaway:  Sean Martin of Moz says it best when describing what CRO really does. CRO isn’t about optimizing webpages. It’s about tweaking the small things on your page that influence your prospects’ decisions. That means focusing on things like CTAs and making sure it’s going to be very easy for your visitors and leads to take action.

 

Build your digital presence, attract the right audience, and engage potential customers with the help of Callbox’s integrated Digital Marketing Solutions.

 

Lead Generation: Utilizing AI to Create Personalized Customer Journey

Let’s face it – the modern consumer has become smarter. Thanks to the wealth of knowledge they can find on the internet, they can get information about a certain company, product, or service before they decide. Because of this knowledge, the modern consumer has also become more demanding, requiring businesses to deliver a more personalized experience.  

Attracting the interest of the modern day consumers has become more and more challenging. They prefer a business that creates products and services that are tailored to their needs. Providing individualized experience to thousands or even millions of online consumers can be overwhelming, but not impossible.

 

How Businesses Use AI to Create a Personalized Customer Experience

Businesses such as Netflix, Amazon, and Spotify have been providing the best-personalized experience to their consumers using AI or Artificial Intelligence. They use recommendation engines. Customers do not have to search for what they want. Instead, recommendations are sent to them, making them feel special.

These recommendations that the large businesses give are based on every client’s purchase history.  The trailers that Netflix offers its subscribers are on genres that they usually watch. Consumers who go for Sci-Fi movies will get trailers of this type from Netflix.

By tracking their customers’ behavior, Netflix is able to provide them with products that they want. They do not have to browse for movies to watch. Instead, they get recommendations, which correspond to their preferences.

These companies have invested in gathering customer data that the AI can process and analyze to provide individualized experiences to clients. Even if you are a company not as big as Netflix, you can learn from them regarding the use of AI to give your customers a more personalized customer journey.

Related: What Personalization Means to Your B2B Customers and How to Implement It

 

Start Small with Your Personalization Strategy

Using AI or machine learning for a personalization strategy will require tons and tons of data. It’s okay if you only have little information about your clients in the beginning. Start with what you have now and add later when you have gathered more data. There are five steps to accomplish this.

 

Step #1. Keep a record of the client’s behavior across channels.

Nowadays, businesses can purchase customer tracking software to do this. The program will give an analysis of the buying habits of people that visit your website or make use of your app. You will know how many people are just making a random visit and how many converts into sales.

Among the site visitors, who will most likely make a purchase? You can target this specific group when sending messages in real time, making offers, providing tips and updates, and conducting surveys to find out what else they want.

Related: How Behavioral Targeting Can Help You Achieve Your Bottom Line

 

Step #2. Merge all data gathered with pertinent customer data with other systems.

Getting information from varied sources and systems will give an unbiased assessment of the customers. This broad understanding of how and why they act the way they do will serve as the framework for each individualized experience to offer.

Related: The 5 F’s of Data Hygiene for Deeper Sales Conversations

 

Step#3. Automatically interpret the data to determine affinities and intent.

AI can analyze and interpret large data instantly. The information will help find out customer affinities and intent. A customer’s affinity profile reveals which products he will most likely buy. However, a customer’s intent is something he buys because he needs it. A marketer can offer the customer items that meet his preferences and needs.

Related: The Math Behind A/B Testing: A (Simplified) Visual Guide [INFOGRAPHIC]

 

Step #4. Place everything in a central storage system

Once a customer’s profile is established, products that meet his preferences and needs are gathered in a single place. Real-time messages and offers are sent to the customer from this place, which is based on his profile.

Related: Not Just an Address Book: 4 Hacks to Turn a CRM into a True Sales Tool

 

Step #5. Act on all data in real time.

Marketers must act on all data gathered immediately. When a consumer shows preference or intent to buy a particular product, he expects an immediate response. This means that he finds what he wants to buy right away. If he prefers a specific color and style, his search results must show these items.

Related: How to Skillfully Recognize and Respond to True Buying Signals

 

In Conclusion

Artificial Intelligence will be more and more significant and vital in individualizing consumer experiences. As a business, however, you must gather all relevant information about each customer for AI to process, analyze, and interpret.

With all the relevant data collected for each client, you will be able to nurture your clients in every level of the buyer’s journey as you provide real-time responses to each of their queries, giving them a better experience.