Building Relationships with your Leads
You’ve invested time and energy in social media, content marketing, you’ve created a call to action that’s been generating leads, and your email list of contacts is growing. Now how do you generate sales from your current leads and expand your reach to attract new leads?
Let’s take a look at two effective techniques –influencer marketing and customer emails – and how they can help you build relationships with your leads.
Using key influencers to promote your brand to a wider market, should be an important part of your overall marketing strategy. Today’s key influencers are often bloggers, and building relationships with bloggers, within your niche, can be more valuable than money spent on traditional advertising channels. According to a recent survey, 81% of consumers say they trust advice from their favourite bloggers while only 33% trust ads.
Word-of-mouth marketing is very relevant and when word gets spread by industry influencers, there’s more potential for capturing the attention of new users and increasing your reputation.
Build a strategy around influencers
Most brands today understand the importance of content marketing, and 77% of marketers use blogging to increase brand influence. Once you’ve invested time and effort into your own blog, how do you spread your reach by connecting with other bloggers?
Software such as GroupHigh can help you identify focus areas for your target audience and find bloggers and social media influencers who will be relevant to your message. Once you’ve identified them, determine how to collaborate to the best effect. Building a successful campaign involves:
- Identifying your goals and understanding what you want to accomplish can help you decide on whom you want to work with and what approach you’ll take.
- Get creative. Everyone likes a good product review, but more than their attention, you want to get them involved. Sponsor giveaways for ‘best comments’ or solicit user-generated content and feature the ‘best of’ on your site.
- Provide high-quality images and suggest creative visuals that bloggers can use for their Instagram stream.
- Create share-worthy messages. Target a devoted niche and focus on content quality rather than traffic analytics.
- Research your competitors. Take the time to really analyse their successes. What does a successful campaign look like? Don’t be afraid to borrow ideas from outside of your industry either.
It’s important to understand that blogging is a business too. Cooperation from bloggers isn’t always free, especially the high-level influencers. When you weigh the benefits, though, blogger influence often justifies the costs. Spending on influencer marketing might be an eventuality- as part of your overall social media marketing costs.
Connect with local bloggers (i.e. newspaper sites and community leaders.) This is valuable publicity, for free! Request backlinks to your site to drive traffic and boost SEO ratings. If you don’t earn a link, that’s OK, you still gained recognition and a boost to your reputation.
Craft Smart Correspondence
The other tactic for building relationships is connecting with customers through email marketing. Email lets you communicate your brand message in personalized format while providing leads the opportunity to click through and purchase.
Segment your email list. If you’re tracking analytics, you already know where you leads are coming from. Did they sign up through your latest Facebook ad, download your eBook, or were they referred by an existing customer? You can tailor your emails based on the specific marketing approach each customer responded to.
Other ways to segment include demographics and survey responses. The list goes on, depending on the product or service that you are selling. The point is that by breaking down your large list into smaller segments, you can send out targeted correspondence which translates to a higher likelihood of generating a response.
Personalize each email. Include details about past purchases and target items to customer interests based on those purchases. The more you demonstrate an understanding of your customers, the more likely they are to return and become loyal buyers.
Building relationships with your leads is the key to conversion. Building trust with influencers and maintaining communication through email marketing are effective methods of establishing these important relationships. And these are the relationships that create results!
Courtney Capellan is a Digital Analyst for hotelmarketingWorks. When she’s not writing about marketing trends she enjoys writing fiction, practicing yoga and treasure hunting. Follow her on Twitter @courtcapellan