While you can increase the number of leads in your sales funnel by deploying lead-generating tactics, you can maximize their benefits using marketing automation tools. Marketing automation you to stre
While you can increase the number of leads in your sales funnel by deploying lead-generating tactics, you can maximize their benefits using marketing automation tools. Marketing automation you to streamline many repetitive and time-consuming marketing activities in relation to communicating with and nurturing your leads.
While you can increase the number of leads in your sales funnel by deploying lead-generating tactics, you can maximize their benefits using marketing automation tools. Marketing automation you to streamline many repetitive and time-consuming marketing activities in relation to communicating with and nurturing your leads.
Read on to see the 5 ways of how marketing automation can enhance lead generation tactics:
Search engine marketing is an effective strategy for generating leads because it serves your ad to customers based on the words they used when searching for something. For example, if your business is a carpet cleaning service and potential customers typed “cleaning service near me” in their search engine, your SEM ad would be displayed above or to the right of the organic search results. With SEM, you know your customer is already searching for the products or services your company provides, making this a valuable lead-generation tactic.
Before we investigate how marketing automation improves this process, here are three steps to get started with SEM:
These are the keywords you think people would type in when searching for the type of products and services your business provides. It’s a good idea to mix it up between long and short search terms not only to give yourself a variety of keywords to choose from but also because the length of the keyword is indicative of where the buyer is in their journey. Someone searching “cleaning services” is more likely at the beginning of their search as opposed to someone searching “cleaning services that use environmentally safe products.” Longer or long-tail keywords are used by customers who are typically better leads because they’ve identified their exact problem and are actively searching for the solution.
Once you’ve identified your keywords, you’re now able to bid on how much you want to pay per click (PPC) on your keywords. One important thing to keep in mind is that shorter keywords may be more competitive and ultimately cost more because shorter search terms are often the broadest. On the flip side of this, long-tail keywords may be cheaper because they’re much more specific. With either short or long-tail keywords, always keep in mind that other marketers in your industry may be bidding on the same keywords, so the higher you can bid the better.
SEM ads are typically more successful as text ads, but you do have the option of using image ads. If using a text ad, it’s crucial to have an engaging and relevant headline with the CTA on the second line. Make sure the copy is relevant to the keywords and keep the copy short (less than 70 characters). If using an image ad, be sure you’re adhering to the search engine’s recommended image sizes to ensure a good viewing experience on desktop and mobile.
Using SEM alone could be highly beneficial, but with marketing automation, it can take your efforts to the next level. Marketing automation allows you to see a more complete picture of which keywords are performing best. While many businesses turn to Google Analytics for a snapshot of how well an SEM ad is driving traffic to their site, Google Analytics can’t provide information on how well Bing ads or other search engine ads performed, but marketing automation tools can. Marketing automation tools let you have a comprehensive view of your SEM efforts by allowing you to see how visitors are interacting and behaving with your ads and website. Because marketing automation enables you to track and connect keywords to a prospect, you will be better able to nurture them into leads by meeting them where they are in the sales funnel with relevant content.
Fans on your social media profile may become leads with the right amount of engagement. Social media advertising helps your company generate new leads through your social media profiles. Social media advertising is different from other lead-generation tactics in that it lets you tailor your ads to a specific demographic. You could choose to target your ad based on a user’s location, interests, education, or marital status as examples of categories you can choose from in defining your target.