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5 Marketing Automation Tools to Increase Lead Conversions

5 Marketing Automation Tools to Increase Lead Conversions

Marketing automation helps small businesses compete with large organizations by helping them accomplish more with less manpower and time. Automation need not necessarily be expensive, contrary to popular beliefs. Most of this software offer affordable monthly subscriptions.

Lead conversion is a daunting task and metric for marketers. Driving traffic to a website is a task in itself, and only 1-2% of that traffic actually ends up converting, and sometimes it’s even less. Conversion requires optimized web pages and content, and constant engagement of website visitors/consumers so they aren’t interrupted by a competing business. Automation can help you do just that.

Here are five marketing automation tools to increase lead conversions.

1. Zoho

5 Marketing Automation Tools to Increase Lead Conversions

Managing online campaigns, collecting data and leads from them and finally sharing leads with your sales personnel is a long process. In the time that loss between those steps, your leads may have run cold, or worse, been captured by competition.

A good integrated CRM, like Zoho, can help you document, manage and nurture leads better.

On the tool, you can scan business cards collected at events and instantly upload them into automated email nurturing campaigns. Your website visits and form fillers are automatically indexed on the tool’s CRM and you can custom create the lead nurturing email chains to get those leads to convert.

2. DrumUp

5 Marketing Automation Tools to Increase Lead Conversions

People spend 30-40 minutes a day on social media, making it a great platform to capture leads (Source: SocialMediaToday). But making an impact on social is tough, given that your competition is not only other brands but posts created by friends and family.

A good social automation tool like DrumUp can help manage multiple social accounts, and reach and convert more of your target audience.

Using the tool you can schedule posts weeks in advance on Facebook, Twitter and LinkedIn accounts, and set posts on a repeat schedule. You can also curate content related to your industry, catch influencer attention with #tags and @mentions, and reach a wider audience on social.

3. GetResponse

5 Marketing Automation Tools to Increase Lead Conversions

Reorders from existing clients form an important part of every company’s revenue. The more your reorder rate is, the better your financial success is because it costs more to acquire a new customer than retain an old one.

A good email marketing tool like GetResponse can help you keep your consumers engaged.

Designing email marketing templates isn’t easy, especially if it isn’t in your skillset, but this tool eliminates the need for design with its industry-based template library. Post email creation, you can run A/B tests with the email and landing pages on the tool, and set autoresponder emails to keep your leads engaged.

4. InfusionSoft

5 Marketing Automation Tools to Increase Lead Conversions

The actual billing/payment step is critical in the lead conversion cycle. If your leads face issues during payment, there are high chances of losing those conversions.

A good sales automation tool like InfusionSoft can help you ensure performance without hitches in the final stages of conversion.

On the tool, you can create and automate contact management, follow-ups, and billing and payment communication. You can also capture new leads and have them run through your created shopping experience.

5. Socedo

Social networks are also busy with people who are ready to buy from you right now, but finding those people can be tricky, given that most social platforms (apart from LinkedIn) don’t exactly support lead prospecting.

A good prospecting tool like Socedo can assist you with social lead generation.

Using the tool, you can identify prospect leads based on their ‘social intent data’, which is essential an understanding of their intent derived from their actions and behavior on social networks. You can also contact these prospects via Direct Messages on Twitter.

When the world seems to be moving towards humanized marketing, it is understandable that some brands are apprehensive of relying on automation. What those brands overlook is the prevailing competition that exists in today’s market and how surviving without automation can not only be hard but limiting.

Another key difference is that between solely relying on automation and using it as a tool to enable one-on-one communication. Some outreach cannot be manually managed and needs to be automated.

This isn’t channel-specific. Brands are automating email newsletters, social media posting and purchase related communication to ensure efficiency and a hundred percent response rate.

Without automation you risk missing emails, responding too late or messing with brand consistency.

So, automation is a necessity, but the messages that you create and set on automatic mode are under your control, and so are the responses that you can write to people who personally interact with your brand.

Another advantage of automation is that it lessens the manual burden, leaving you enough time to deal with more important issues – like guiding your team, creating strategy, and one-on-one interactions with customers.

Regardless, automation is key in lead conversion, because it ensures a near hundred percent outreach rate and improved results.


About the Author

Disha Dinesh is a Content Writer at Godot Media, a leading content agency. Her interests include social media and content marketing. When she’s not writing, she’s on the hunt for social media trends and inspiration.

6 Alternative Ways to Boost Your Referral Marketing Program

Referral marketing isn’t exactly a cake walk. Many companies consider it a simple solution that they can create easily, but in reality referral marketing programs are complex. A lot of effort goes into planning and maintaining a referral program.

Many companies begin their programs with a blast and see express interest from fans and influencers, only to see that interest die over time.

This is a list of 6 alternative ways to keep your referral marketing program going strong.

1. Offer rewards that matter

To crack this problem, you first need to understand what would motivate your audience to make referrals. You can test the idea with a contest before implementing it on a referral marketing program.

Huckberry not only offered every referrer that participated in the contest $10 but also rewarded the person who gave the most referrals with $1000. They also had fun bonuses for the second and third place winners. The way they announced the contest also made a difference in how well it was received.

2. Engage employee advocates

Your employees are a great source of referrals. In fact, there is research to prove that employee referrals not only convert more often but also stay engaged with the company long-term.

If you are already running an employee advocacy program for your business, you can simply add referral marketing content to the mix or run a separate referral marketing program using your employee advocacy platform. When employees add their own voice to content, referrals become more compelling.

3. Remove unnecessary hurdles

Piquing audience interest in your referral marketing program is just the first step, you should ideally think about conversion optimization as well. Your audience is already doing you a favor by participating. You don’t want to make the experience rough for them.

Auto-fill forms where possible. Don’t expect your audience to fill in a lot of information. In fact, the best forms are very simple. Don’t request additional information that you wouldn’t even use. Also, make it super-easy for participants to share that link. Use a single social login with auto-generated social post text, or allow participants to send instant emails.

Make the process accessible and easy.

4. Market your referral program

So what if you have decided to run a referral marketing program? How will it work unless your audience is made aware of its existence?

Saas companies are earning referrals in new ways these days, and some of them can be interesting when applied to your business. Some Saas companies are getting bloggers to display their referral links on blogs with active readerships. Blogs are permanent and can give your programs extra-visibility. If you target groups match a blog’s audience, you are likely to get a lot of referrals by posting your referral link on the blog.

You could also create social media posts with your referral link in it, or offer it to social media influencers to amplify your referral marketing program. Additionally, you can add referral program info under your email signature and on your invoices.

5. Dedicate resources to maintaining it

Referral programs aren’t auto-functional. Many companies create referral programs and forget about them. Sometimes, developers run late on delivering tech support and analytics for referral programs, and the company’s efforts fail.

Marketers need to visualize a program’s progress to resolve hangups, tweak and optimize design and Call To Action elements. Like all other marketing initiatives, referral programs need to be monitored. Additionally, you can also connect your sales team with referral analytics so they can launch their sales and follow-up efforts at exactly at the right time.

6. Be transparent

Transparency is an important ingredient in referral marketing success. You need to be transparent to your employees and consumers.

A large percentage of people distrust brands, and according to Edelman’s Trust Barometer, the trust in brands is declining. Badly executed marketing campaigns with false promises and misrepresentation of reality have begun to affect the way people regard commercial relationships. To build trust in today’s age, brands need to be explicitly transparent in their marketing and sales communication.

Try and say it like it is, plain and simple. Also tell your employees why they need to hit sales quota. Michael Beahm of Blackbaud once said to his employees that, “It would make me really happy because it’s my job.”


About the Author

Disha Dinesh is a Content Writer at Godot Media, a leading content agency. Her interests include social media and content marketing. When she’s not writing, she’s on the hunt for social media trends and inspiration.

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9 Reasons to Implement Your Social Media Employee Advocacy Program Today (And The Necessary Tools to Do It)

Reasons To Implement Your Social Media Employee Advocacy Program Today - Duct Tape Marketing

photo credit Pexels

Just as the adage goes, brands are what people say they are. If you looked closely at giants like Starbucks and Whole Foods, you would notice that they have communities built around their brands.

The first community that you belong to professionally, is your work community. As entrepreneurs, business executives or marketing leads are you nurturing that community and giving it a voice?

If you aren’t, you are at a huge set–back. Read further to learn why. But first, let us explore a few platforms that could help you set up your employee advocacy program.

A set of employee advocacy platforms to help set–up your program

DrumUp Employee Advocacy Program

DrumUp’s gamified leader–board is great for employee engagement and motivation to share. In addition to letting you upload and store your promotional content, the platform also helps you source the latest industry content for sharing. Finally, the platform provides analytics to help your track employee engagement and engagement with the posts shared by them on social media.

Circulate.It

Criculate.it is first one of the best ways to keep employees updated on developments in the company and the industry. Built on a newsletters model, the application lets you create and send daily newsletters to your employees with content that you want shared. From the newsletters, your employees can share that content on their social media accounts.

LinkedIn Elevate

Integrated with LinkedIn’s primary networking platform, Elevate packs a powerful punch. The analytics it provides reaches beyond engagement to the actual business page visits that your employee advocacy program attracts. For content, Elevate relies on Pulse and Newsle, LinkedIn’s content publishing applications. Elevate also helps you source relevant content to share with your employees.

Kredible

Kredible was built to maximize the credibility for an employee advocacy program. Attaching your LinkedIn accounts to Kredible allows the platfrom to calculate a ‘Kredible’ score and suggest changes for profile optimization. Once that is done, the platform suggests relevant content to be shared on social media and tracks the progress of your employee advocacy program.

Why every business needs an employee advocacy program

1. Social media platforms now feature ‘talking about this’ (TAT)

By enabling your employees to share brand communication on social media, you could be picked up as the hot topic of discussion by social media platforms–giving you additional exposure and the TAT status.

Psychologically, your audience is wired to be curious about and participate in conversations that are seemingly ‘hot’.

2. Social employee advocacy helps you break the ‘promotional’ barrier

As consumers, each of us can relate to promotional blind–sighting and would have ignored our share of promotional messages.

Employee advocacy is a great way to get past that barrier and reach out to your target audience. When Nielsen surveyed trust levels people had for various message bearers on social media, brand communication ranked low and direct social media connections ranked high.

Employee participation could help you influence buyers on social media

71% people are likely to buy based on social media recommendations. How much of that segment of the market are your reaching with your brand’s social media accounts?

Half, lesser?

Twitter runs about 500 million tweets each day, with your employees help you could expand your reach and influence by a substantial amount.

4. Content shared by employees comes off more human than when shared by companies

In 2014 humanized marketing began to rise as a successful way to really connect with an audience. Two years down the line and there’s no excuse for not adding the human touch to your marketing efforts.

However, it is tough to create that connect when writing for wide audiences on social media.

By encouraging employees to share content you are automatically adding that human element.

5. Employee advocacy is an excellent means to create brand awareness

Brand awareness is the ability of a person to recognize a brand and associate it with the products and services of that company. For instance, no–one says cola, they ask for Coke.

Referral programs are popular as methods of creating brand awareness (think DropBox), why not apply the same tactic to social media?

Considering the extra reach that social media advocacy earns you, this decision is a no–brainer.

6. Exposure for employees with unique opportunities to represent the company and build authority

Consistent social media activity opens up opportunities to participate in relevant and impactful conversations.

If the content you share as part of your program also includes industry news and insights, employees could expand their knowledge and build authority as experts in the industry.

Several companies have claimed that this particular development of the employee advocacy program is great for social selling because it gives potential customers direct access to representatives of the company.

7. Reach amplified by as much as 100X

Compare the reach of a company social media account with the reach that employees have when put together. It isn’t fair competition.

Even Adobe’s Twitter account, which has 460K odd followers pales in comparison to its employees’ performance in terms of revenue.

8. Employees’ involvement projects a likeable employer brand

Recruitment is a tough and demanding process for companies everywhere. The advantage is having employees who are active on social media. When employees consistently share content about their companies, there is a positive impact made on potential recruits.

Also, employee referrals are great for recruitment.

9. Engaged employees are more likely to stick around in a company

Employee advocacy also has positive effects internally. By engaging employees in a fun activity (gamified and with rewards), their retention rates are higher.

Considering the cost of replacing an employee, this benefit is a valuable addition to the other benefits of a successful employee advocacy program.

All it really takes is a well–placed content strategy and an enthusiastic team of employees to reach a wider audience and generate more leads. How long until you get started?

Disha DineshDisha Dinesh is a Content Writer at Godot Media, a leading content agency. Her interests include social media and content marketing. When she’s not writing, she’s on the hunt for social media trends and inspiration.