For many firms, getting as many good leads as possible is the primary goal of their marketing strategy. But turning these into customers requires a very smart strategy using multiple tools.
Every firm has different priorities when it comes to marketing. For some, the key is to build up awareness gradually, so that a wide potential base of customers can be built up over time.
By contrast, other firms will consider it imperative to generate as many leads as possible as fast as they can. This means taking steps that will enable them to bring in new leads swiftly and potentially have paying customers within a short time of setting up shop.
What tools are available?
Because aims will differ, so will the best digital marketing tools to use. The key is to select the correct ones from a wide range. Among them are:
- Content marketing and SEO
- Pay-per-click (PPC) and advertising
- Email marketing
- Social media management
- E-commerce influencers
Of course, marketing decisions may be determined by a range of factors, from business strategy and the level of financial back-up available through to the nature of the business itself.
However, if yours is a firm that falls into the category of seeking to bring in leads quickly, it is clear that the marketing strategy should, in order to be successful, employ the most effective methods possible to achieve this.
Digital marketing provides several of these and the best strategy will never rely just on one of them, but a combination designed to help the customer through the whole of the buyer journey. PPC and Email marketing can offer a particularly effective multi-level marketing strategy.
What does the buyer journey involve?
Any marketing mix you choose should seek to cover different parts of the buyer journey, which has several stages. The first three are the commonly acknowledged parts:
- Awareness – the point where someone becomes aware of your firm and what it can offer
- Consideration – the period of time in which they are considering whether or not to make a purchase
- Decision – the point at which they are going to make their minds up, either to go ahead or walk away.
A fourth stage may be added, which is ‘delight’. This is a post-purchase stage in which you can help turn a one-off customer into a loyal and regular customer by providing excellent customer service and incentives to reward their loyalty.
By understanding these different stages, you can appreciate the effectiveness of a combination of PPC and email marketing.
How does PPC get the ball rolling?
PPC is a popular tool when a firm is not yet well established online. Since organic content marketing is focused mainly on awareness and even the best SEO takes several months to get content to the first page of search engine rankings, it is not ideal if you want to get the customers visiting your website very soon.
By contrast, PPC, by bidding for advertising space on the search engine rankings pages (or on social media pages) can get you there faster. Your ad still needs to be optimised, especially with the relevant search terms, but it offers not only a swift route to the attention of those using search, but also a means of gaining leads whenever someone clicks on your ad.
Of course, it comes with a cost for each click, but you can set a budget to ensure you don’t end up spending too much. In the meantime, each of those clicks has the potential to be a future customer.
Before you get started, it is worth noting there are several options for the best PPC avenue:
- You can choose from search engine rankings pages and / or social media
- Several different search engines offer PPC (Google, Bing and others)
- There are also various social media platforms you can pick from, which can be ideal when targeting the right audience for your products and services
How does Email marketing take your leads forward?
PPC can help get people to the awareness stage and into the consideration stage, but on its own many will not take matters further. This is where Email marketing can synergise with PPC to help turn warm leads into hot ones, and hot ones into customers.
The key is in the design of your PPC ads; by encouraging people to provide email details by signing up for more information about your products or something else of interest like a free newsletter, you can capture their email details and, potentially, some more details as well.
All this opens up the opportunity for you to send a range of tailored emails to your leads. Each of these can be designed according to what the lead is interested in and where they ae in the buyer journey:
- The email can focus on the products or services they have expressed an interest in
- You can have emails designed for the consideration stage to seek to push them towards a decision
- Further emails can be aimed at those who are at the decision stage to nudge them over the line
- When someone has become a customer, further emails can provide them with opportunities for interaction and special offers to make repeat purchases
Another reason all these emails can help back up your PPC efforts is the ‘rule of seven’. This is commonly known to marketers and is an understanding that the typical customer needs to encounter a marketing message seven times before making a buying decision. This is why a marketing campaign using multiple tools that offers several opportunities to contact people is more likely to bear fruit.
What tools can help an email marketing campaign?
At first, it can seem daunting to be faced with a plethora of leads, with large numbers of different people interested in various things and at various stages of the buyer journey. Having designed several different emails, how can you be sure you are sending them to the right people.
The good news is that there are several email marketing systems that let you split up people into different categories (known as groups or segments). These include Mailchimp, GetResponse and Optin Monster.
How can we help?
At BeUniqueness, we can help you find the right combination of marketing tools to suit your needs. A combination of PPC and email marketing is just one example among many of the solutions we can develop. In each and every case, we seek to tailor something that is ideally suited to your own unique situation.
Sneak Peek: The MozCon 2023 Speaker Line-Up
The year may slowly be wrapping up but we’ve got an extra special, early gift to share before you log off that laptop and put away your favorite travel mug.
We’re thrilled to announce the first 19 extraordinary speakers that will be taking the MozCon 2023 stage in Seattle this coming August (in alphabetical order).
Meet the speakers
Amanda Jordan (she/her)
Amanda is passionate about helping complex, large businesses improve their local visibility. Her background includes working with clients in the legal, health, financial, and home services industries.
Andi Jarvis (he/him)
Andi is the Founder and Strategy Director of Eximo Marketing, a marketing strategy consultancy based in the UK. Eximo works with established manufacturers who want to grow their business via direct to consumer. Andi also hosts the Strategy Sessions podcast.
Brie E. Anderson (she/her)
Owner, BEAST Analytics
Brie E Anderson is an Analytical Nerd with a Soft Spot for Strategy. She’s spent the last 10 years helping businesses of all sizes execute data-driven strategies to increase ROI. Today, she runs BEAST Analytics, a digital marketing analytics consultancy.
Carrie Rose (she/her)
Carrie Rose, Founder of leading Global Search-First Creative Agency Rise at Seven both driving and facilitating search demand for global brands operating in 4 locations across the world including UK, US and EU
Chris Long (he/him)
VP of Marketing, Go Fish Digital
Chris Long is the VP of Marketing for the Go Fish Digital team. He works with unique problems and advanced search situations to help clients improve organic traffic through a deep understanding of Google’s algorithm and web technology.
Crystal Carter (she/her)
Head of SEO Communications, Wix, Crystal is an SEO & digital marketer with over 15 years of experience. Her clients have included Disney, McDonalds, and Tomy. An avid SEO communicator, her work has been featured at Google Search Central, Brighton SEO and more.
Daniel Waisberg (he/him)
Daniel is a Search Advocate at Google, part of the Search Console engineering team. His job is divided between educating / inspiring the Search community and working with the product’s engineering team to develop new capabilities.
Duane Brown (he/him)
Duane has lived in 6 cities across 3 continents while working with Ecom, DTC and SaaS brands. He now lives in Canada helping brands grow through data, strategy and PPC marketing across search & social ad platforms.
Jackie Chu (she/her)
Jackie Chu is currently the SEO Lead, Intelligence for Uber, driving analytics and tooling for the SEO teams globally. She has deep experience in technical SEO, content SEO, ASO and international SEO spanning both B2B and B2C industries.
Jes Scholz (she/her)
Group CMO at Swiss media giant Ringier, marketing technologist & mum of two tiny humans. Jes loves to talk about the future of search, smart marketing automation and travel.
Lidia Infante (she/her)
Lidia has been working in SEO for almost a decade, helping businesses in SaaS, media and e-commerce grow online. She has a BSC in Psychology and a Master in Digital Business and is a regular speaker at SEO events such as MozCon, BrightonSEO or WTSFest.
Lily Ray (she/her)
Lily Ray is the Sr. Director, SEO & Head of Organic Research at Amsive Digital, where she provides strategic leadership for the agency’s SEO client programs. Lily began her SEO career in 2010 in a fast-paced start-up environment and moved quickly into the agency world, where she helped grow and establish an award-winning SEO department that delivered high impact work for a fast-growing list of notable clients, including Fortune 500 companies.
Miracle Inameti-Archibong (she/her)
Head of Organic Search, John Lewis (Financial Services)
Miracle is Head of Organic Search at John Lewis (Financial Services) and is armed with more than a decade of supporting national, and global brands with technical SEO and data strategy.
Noah Learner (he/him/his)
Noah is a technical marketer, nicknamed the Kraken, who is happiest building SEO tools, automations, data pipelines and communities. When not in the lab, he loves skiing, fly fishing, camping with his family, and walking his dog, Shadow.
Dr. Pete Meyers (he/him)
Dr. Pete is Marketing Scientist for Seattle-based Moz, where he works with the marketing and data science teams on product research and data-driven content.
Ross Simmonds (he/him)
Ross Simmonds is the founder & CEO of Foundation, a global marketing agency that provides services to organizations all over the world ranging from some of the fastest-growing startups to global brands. He was named one of Atlantic Canada’s Top 50 CEO.
Tom Anthony (he/him)
Tom is CTO at SearchPilot, where he leads the engineering & product teams. Tom has been working on the web for over 25 years, and has a PhD in Computer Science. He lives with his wife and 3 daughters in Germany.
Tom Capper (he/him)
Tom heads up the Search Science team at Moz, providing research and insight for Moz’s next generation of tools. Previously he headed up the London consulting team for SEO agency Distilled, and worked as a chef in a roadside grill.
Wil Reynolds (he/him)
Wil has been leading the charge to leverage “Big Data” to break down silos between SEO, PPC, and traditional marketing — pulling together data from various sources to see the big picture.
Meet the emcees
Cheryl Draper (she/her)
Melissa Rae Brown (she/her)
Ola King (he/him)
From fan favorites to fresh faces, it’s a pretty great start to what’s sure to be the best MozCon yet! We’ll have even more incredible speakers to reveal, including our community speaker lineup, in early 2023.
But don’t wait to snag your tickets! Save up to $600 on MozCon 2023 now with Super Early Bird pricing.