lead generation

How To Increase Your ‘Net New Leads’ With The Right Marketing Strategy

With only a little over a month to go, many businesses are buckling down and prepping for the new year. Smart businesses finding that by having a plan in place, they are 313% more likely to achieve their goals.

Marketing is one of the most important things a business can do. Not only does it help build brand awareness, but it is also essential to generate leads, increase sales and engage customers. When competing against big names, strategic marketing enables companies to play the field.

The efficiency of many core business functions is dependent on a good marketing strategy or plan. But, in case you’re one of those businesses that don’t mind sitting on your hands and procrastinating, here are a few reasons why you get up and start moving.

To begin, here some reasons why you need a marketing strategy:

  1. Provides a blueprint for navigating the current business environment.
  2. Helps you gain an edge over your competitors, especially if they don’t have a plan in place for the new year.
  3. Makes you less reliant on key people of your organization or strategic partnerships to supply leads.
  4. Ensures you allocate the right resources, both internally and externally, to meet marketing requirements.
  5. Identifies your target audience’s pain points and how you should communicate with them.
  6. Differentiates your company from the competition by identifying a unique value proposition.
  7. Provides the business with focus and direction by identifying where the best opportunities lie and what threats need to be avoided.
  8. Delivers best practices through smart marketing initiatives.
  9. Formulates your content strategy and highlights which platforms are most appropriate for your business to generate leads and build engagement.
  10. Sets key performance indicators that keep your team liable – no more ad-hoc work and hoping for the best!

In short, whether you’re targeting B2B leads or B2C, a marketing strategy provides the strategic direction on how to bring in ‘net new leads’.

Lead Generation

At the center of every marketing strategy is its lead generation focus, which has come to be one of the most important elements of growing a healthy business. A well-developed marketing strategy encompasses not only the steps to attract and convert leads but also the process of nurturing them once converted.

For example, you meet a potential lead at a networking event. Once you have made that connection, you then go through the steps for securing that lead after your initial encounter, namely connecting with them on social media and sending them regular EDMs.

Here are some key lead generation tactics that all good marketing strategies must have:

  1. Social media marketing

Social media has grown to be an essential element of every business’ marketing strategy. And since it isn’t going away anytime soon, it important to understand how you can harness its power for lead generation.

Crucial to the success of this tactic is first determining which platform your target audience is using.

If you’re targeting B2B customers, LinkedIn needs to be the focus. Built specifically for professionals to network, publish content, and connect with people you’d like to do business with, this platform is an excellent way to generate ‘net new leads’.

If you’re a B2C business, Facebook and Instagram are the way to go. Focus on getting more followers and optimize your page and profile to your specific audience. Publish relevant imagery and content that entices them to convert to your brand.

Often giveaways and contests help with boosting engagement. By inviting people to sign up, you are also able to build your database and further enhance your lead nurturing process through drip-feed email marketing campaigns.

  1. Google AdWords

In an article written by Autogrow , they share an excellent example of the smart use of Google AdWords. While the company in this case only had 1,000 unique visitors per month, they were still able to perform successfully, considering their traffic.

By using highly relevant keywords on website landing pages through Google AdWords, businesses can create a direct link between what customers are looking for and how their solutions are the best option to meet their needs.

High intention keywords often include the term “service” in them. The intention is that the customer is searching for a service so they can schedule a consultation and/or make a purchase decision.

Examples include, “ERP solutions” or “software implementation service”.

Marketing strategy technologies like Robotic Marketer are able to do most of the heavy lifting when it comes to developing a lead generation strategy. Identifying both high intention and low intention keywords, the artificial intelligence behind the technology is able to rank search queries based on their competitive relevance and provide you with an in-depth report (that can lead to a commercial transaction) as part of the deliverable.

  1. Email Marketing

Email marketing is one of the most trusted sources when it comes to providing relevant information to B2B buyers. Some organizations see email marketing as providing leads that account for 58% of all revenue.

However, with ever-changing technologies and buyer habits, it’s all hard to keep track of. Well-developed marketing strategies provide you with insight into the current trends of the market as well as recommendations to achieve high open rates and qualified leads.

For example, marketing automation software helps you target a much larger audience – in turn generating twice the amount of business leads than a manual campaign. You’re also able to schedule regular campaigns (to help with consistency) well in advance, which will help you stick to crossing out tasks within your strategy. Your marketing strategy should include a list of topics that are most relevant to your target audience and the cadence to achieving them.

While leads may start at a single touchpoint, the lead generation process involves capturing leads, communicating regularly and converting them into customers. Having a marketing strategy is proven to be successful in maximizing your sales effectiveness.

marketing strategy benefits

Why You Are Likely To Succeed With A Marketing Strategy

As business owners move forward into 2021, many are considering the changes that need to be made to their marketing strategy for success in the New Year following the countless challenges of 2020.

As the core channel through which businesses communicate their value with potential customers and retain clients in the long-term, marketing should always be a key focus for businesses seeking to expand their operations.

Investing carefully in marketing to grow your business in the digital space is vital to maintain a competitive edge in the face of ever-changing digital marketing services and media platforms.

To facilitate this, a marketing strategy is critical to making sure that your marketing activities are as impactful as possible, acting as a guidebook to allow you to focus on the most powerful actions that you can take as a business.

As specialists in creating tailored, effective marketing strategies for small and medium businesses, here are some key reasons you are more likely to achieve success with a marketing strategy.

A marketing strategy allows you to cover your bases

Marketing strategies outline research-based methods of improving your digital presence and growing your reach. A tailored strategy explicitly outlines actions that will improve customer experience and make your business stand out from the competition.

Whether this be posting regularly on social media channels, having a well-designed website, or creating quality content for your audience, a strategy allows you to cover your bases and ensure that there are no gaps in your marketing efforts.

This means that marketing activities can be focused on tasks that will deliver the highest impact possible and also bring you up to speed with competitors.

A marketing strategy helps you achieve your business goals

A marketing strategy should not be a cookie-cutter approach, but rather a specific approach for your organization me i.e. it is closely aligned with your business goals.

Regardless of the nature of your business and your objectives, a smart marketing strategy will outline key steps to take to achieve them.

Whether you are looking to gain more long-term clients, expand internationally or launch a new product, a marketing strategy will help you to plan and execute marketing activities that will help you achieve your business goals.

A marketing strategy takes the guesswork out of marketing

As a business owner, you want everything that you do to actively contribute to your business whilst avoiding marketing activities that cost more than the benefit they deliver.

A tailored, research-based marketing strategy enables your business to only engage in impactful marketing activities.

By discussing with a marketing consultant and your internal marketing team in developing your strategy, you are being decisive about the activities that will and will not benefit your business, providing clarity in the actions you will take, allowing you to plan and budget more effectively for future periods. For this reason, a strategy takes the guesswork out of your marketing activities.

By clearly outlining what exactly you need to do, you can focus on maximizing the ROI on marketing, ensuring that your marketing activities are cost-effective and aligned with your objectives.

A well-defined strategy allows for better collaboration

When you have a clearly defined marketing strategy, it makes it easy for all members of your organization to familiarise themselves with your key branding, messaging, and image. This enhances the presence of your organization, since having consistent branding is crucial in a digital setting, but also has the added impact of making it easy for multiple team members to collaborate or share tasks with each other.

A strategy establishes a rule book for anyone working on marketing activities and ensures that all marketing efforts are consistent and of high quality. This means that team members do not need to reinvent the wheel when they work on marketing-related activities, but rather have a clear guide to make sure that their work is impactful and in line with the strategy and the goals of the organization.

It helps you with future strategies

Your marketing strategy should not be the same every year. Having a clear marketing strategy allows you to see what worked and what didn’t, allowing future strategies to be adapted around these observations.

If something hasn’t worked in a specific year, you can remove that from your strategy and if you have discovered a new, creative way to engage your target market, you have the freedom to implement this in future strategies.

All of your future marketing strategies will become iterations of past strategies, leveraging the experience and knowledge of your successes. This means that each strategy is more likely to have a significant impact on your business. Therefore, a marketing strategy can be viewed as a valuable asset in the long-term growth of your business.

By putting thought into your strategy now, and revising it in future periods, you can add valuable knowledge and insight into all future strategies, improving the impact of marketing activities and the strength of your brand in the long run.

With so many benefits to your business, a clear marketing strategy is a necessary ingredient to success. With a well-defined strategy, you are likely to gain clarity in the actions you need to take to have a maximum impact on your business and drive engagement and reach.

When planning your business strategy and goals in the new year, ensure that you focus on reviewing your past marketing strategies or implementing a clearer strategy if this is something that has not been done in past.

Investing time into your marketing strategy can lead to immense short- and long-term benefits, allowing you to help your business thrive.

How Robotic Marketer can help

If you need help developing or refining your marketing strategy, the experts at Robotic Marketer are here to help. Contact us today and allow us to help you create an impactful marketing strategy for 2021 that is centered around your unique needs and business goals.