Written by David Martin Woodbridge
As technology continues to advance, there are countless opportunities for aspiring entrepreneurs. This is great news if you’re the owner or marketer of a tech company, but it also means that your potential customers have a lot of options.
For companies working in technology, lead generation is an essential part of the marketing process. Put some of these strategies in place to get the most out of your approach.
USE SOCIAL MEDIA STRATEGICALLY
While marketers typically think of social media as best for top-of-the-funnel marketing, it can still be a helpful and low-cost source for lead generation. By spending as little as six hours per week, 66% of marketers see lead generation benefits with social media.
Social media channels such as Facebook have many great features built in that will help you with social selling. Take advantage of the Facebook custom tabs that allow you to direct visitors from your Facebook page to landing pages on your website. Making it easy and straightforward increases the chances that people will follow through to your website.
PropTech startup Mashroom raises £4m
People are pursuing startup-related opportunities all over the world meaning your startup may need a strong advantage to face the competition. Thoughtful planning can give your business a competitive edge. This planning may include the adoption of various strategies. Specifically, it may be time to focus on email marketing for your startup.
If you’re worried about the financial implications of email marketing, a newsletter campaign is actually a fiscally responsible way for startups to increase revenue.
ChargePoint secures additional $127m funding
Affiliate marketing is a fantastic way to get leads in the door. An affiliate marketing program is when you build partnerships with bloggers and influencers in your space that have an existing audience and agree to pay them per lead that they send to your site. To build an affiliate program, simply reach out to influencers and bloggers in your space. You can do this via:
ROOM announces $12.5m Series A
A publication masthead
Wherever influencers in your space are… find them! Affiliates are basically digital partners. It’s not that complicated.
The sales funnel is each step that someone has to take in order to become your customer. Any marketing channel can be part of your sales funnel, and your funnel might be spread across several channels. Your sales funnel illustrates the path prospects take. Understanding your funnel can help you find the holes in the funnel — the places where prospects drop out and never convert. If you don’t understand your sales funnel, you can’t optimize it.
This is similar to the viral contest/giveaway strategy. The only difference is that you don’t build up suspense with a 2-4 week waiting period. Instead, you send people straight to the discount. This works even better because it gets you to the money sooner and you’re assured that every lead has buying intent.
Free trials are another effective marketing strategy for startups. This works really well for SaaS startups. But free trials can also work if you’re offering another service or a subscription-based product.
Whether your lead generation is through a series of email campaigns which leverage strong call-to-actions, landing pages and valuable content offers, or through the automation of precisely targeted ads, search engine optimisation, and social media. One thing is key, everything from the email, landing page and call-to-action visual designs, through to the content offer itself, needs to be targeted across every touchpoint that your prospect has with your company. The more you tweak and test every step of your inbound lead generation process, the more you’ll improve lead quality and increase revenue.
David Martin Woodbridge is the owner of Woodbridge Marketing and works with small businesses worldwide to help generate more customers for their business through digital marketing services.