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FOUR MARKETING MISTAKES SMALL BUSINESSES CANNOT AFFORD TO MAKE

Marketing your small business is no easy task. This is especially true in light of the fact that small businesses usually have small marketing budgets. 

Mistakes are an inevitable part of marketing (and anything, really). After all, we’re all human. However, some mistakes are much harder to bounce back from than others. So what marketing mistakes are the costliest to a small business trying to get the word out about their products or services? Read on to learn about the biggest pitfalls of small business marketing. Read More....

 
 
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By:   GoLeads
How to Improve Conversion Rates

Nothing is more gratifying than having a large number of people visit your website. On the other hand, nothing is more frustrating than having so few of those visitors convert. If this is happening to you, don’t wait to do all that you can to reverse this troubling trend.

https://www.business.com/articles/increase-landing-page-conversion-rate/

Without compelling landing pages, customers and prospects are going to be less likely to convert. But before you can create a compelling landing page, you need to know what makes a landing page stand out.

https://www.digitalcommerce360.com/2018/06/14/3-psychology-principles-that-can-increase-website-conversion/

If you want to convert more visitors to your website, it’s important to get inside the head of those visitors. In other words, become familiar with the psychological principles that help to increase website conversion.

https://www.business2community.com/blogging/how-to-write-a-blog-post-that-converts-02082299

Blog posts are a great way to increase conversions. But to get results, you have to make sure you are crafting the type of blog posts that convert.

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By:   GoLeads
Why Are Some Websites Better at Sales Conversions Than Others?

Nothing is more frustrating for a business owner than to attract countless visitors to their website yet fail to convert those visitors. Thankfully, there are ways to improve your conversion rate.

Of course, the only way to solve a problem is to acknowledge that problem. In the case of low conversion rates, you need to pinpoint what causes a visitor to decide not to press the buy button. Chances are it comes down to one of three reasons.

Reason #1: Trust

It is hard to hear that people don’t trust your brand. However, it should help to know that it is difficult for people to trust a brand until they really get to know that brand. In other words, it takes time to build trust. In order to speed up the process, you need to let prospects get to know you. Testimonials are a great way to do this because they allow people to hear stories from real people on how they benefitted from a product or service you provide.

Reason #2: Value

You know you offer real value but if visitors to your website don’t convert, it’s likely they aren’t getting the message. So, what’s the problem? Chances are you aren’t communicating your true value. Sometimes it can be difficult to take an objective view of your own copy. In such cases, it pays to outsource your writing or editing duties. Remember your copy needs to let readers know why your product or service will make their life easier or more profitable.

Reason #3: Experience

Trust and value are reasons people make purchases from a website. The sad fact it, however, that many times they do trust you and do believe you offer value but your website is just too complicated. If your website is difficult to navigate, few people are going to spend the time to figure it out—no matter how much they want to. In today’s digital world, there is always another place to turn. Ease of checkout, therefore, is one of the key components when it comes to converting customers. Not only do you need to give people the products and services they want, you need to make getting those things a simple process.

If you are seeing a significant number of visitors to your website but few conversions, it’s time to figure out why. After all, you invest a lot in your website so it is important to see a healthy return on that investment!

 

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By:   GoLeads
What is the State of Your Content Marketing?

When it comes to content marketing, maintaining the status quo means you are falling behind. Let’s face it, it can be tiresome pushing out content—especially when you have been doing it for a while. But if you want your business to succeed, you can never take your foot off the content marketing pedal.

The Harvard Business Review’s article, 4 Ways to Improve Your Content Marketing, offers solid insight into the state of content marketing today. It also talks about some of the pitfalls of content marketing and how to avoid them.

Here are some highlights from the article:

  1. Today’s buyers aren’t moving through the traditional sales funnel as they did in the past. Content must reflect this new journey.
  2. Mobile is important but don’t go overboard.
  3. Focusing on specific days and times to send content is a waste of time.
  4. Different prospects prefer different types of content.

If your content marketing could use an overhaul, GoLeads is here to help. We’ll work with you to make sure you are producing the best content out there and ensure that this content gets to the customers and prospects you are trying to reach.

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By:   GoLeads
Are You Reaping the Many Benefits of Content Marketing?

Content marketing is the name of the game these days. One of its many benefits is its versatility. So the question you need to ask yourself is whether you are taking advantage of all that content marketing can do for your business.

 

https://customerthink.com/7-ways-to-hit-home-runs-with-content-marketing-for-demand-generation/

Content marketing is becoming more and more popular but that doesn’t mean it is getting any easier. In fact, just the opposite is true. Marketers need to get more savvy at creating content that captures and keeps the attention of their target audience.

 

https://www.searchenginejournal.com/quick-content-marketing-tips/252487/

You want the most traffic and conversions from your content. You also want to stand out from the competition. Is it tough? Yes! Is it possible? Absolutely!

 

https://www.business.com/articles/5-biggest-content-marketing-mistakes/

Content marketing can be used in myriad ways. However, that doesn’t mean anything goes. If you aren’t seeing results, chances are you are making one of some fairly common content marketing mistakes.

 

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By:   GoLeads
Is it Time to Up Your Content Marketing Game?

It’s been said (probably millions of times) that if you aren’t moving forward, you are falling behind. This expression is so popular because it is so true. And it goes for almost everything in life and in business—including content marketing.

 

Even if you are satisfied with your content marketing efforts, you need to continue to improve on those efforts or your content’s ability to make an impact will diminish. Of course, this is easier said than done and it can be difficult to know how to continue to up your content game. No worries, we’ve got some ideas to help you do just that!

 

1.      Engage with those who read your content. Posting content is just the first step in content marketing. The real payoff comes when you are able to engage with the people reading it. If someone leaves a comment, begin a conversation that encourages a back and forth with the person who initially commented on the piece and keep in mind the many others that will be reading the exchange.

2.      Don’t rely on news-based content. Sure, you need to keep up with trends in your industry but don’t neglect to post content that stays relevant for long periods of time, as well. It is this type of content that often pays off the most.

3.      Be a master of reinvention. Just as there is no need to reinvent the wheel, there is no need to reinvent your content. It is a good idea to update and refresh it, though. Some examples would be to write follow-ups or post the same piece of content to different channels.

4.      Always have an objective. Every piece of your content needs to have an objective. Looking to generate leads? Want to be seen as a thought leader? The true definition of great content is that it helps a business reach a particular goal.

5.      Find the answers your audience is looking for. If you get asked a question that there seems to be no answer for, find it. In other words, do your own research. So much of content these days comes from citing research or studies. Make yours stand out by doing some original research of your own.

 

Content marketing offers endless opportunities to market your business. Unfortunately, it is easy to get into a rut and keep doing things the same way over and over. One of the beauties of content marketing is its versatility. Make an impact by capitalizing on this fact.

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By:   GoLeads
How to Get Your Emails Opened and Read

Email lists are an outstanding way to grow your business and can lead to sales conversions. Sending emails to prospects also can help to build relationships. But emails can fall flat, as well, leading to a great deal of frustration, not to mention wasted time and resources.

 

If your emails aren’t getting the response you had hoped, you are probably wondering why. An article in Business Insider, 5 Reasons Your Email Didn’t Get a Response—and How to Make Sure It Does, might help to give you some insight. It lists some of the reasons people don’t respond to emails, including these common ones:

 

  1. They are too vague
  2. They are really long (or too short)
  3. They are generic

 

If you are looking to send emails that get opened and convert, GoLeads can help. Give us a call at 402-334-1824.

 

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By:   GoLeads
Sending a Prospect an Initial Email? Make the First Impression a Lasting One!

Sending an email to a prospect for the first time can go a long way toward cementing your relationship. Unfortunately, that can mean they think a lot of your business—or not much at all. Worse yet, you may never know what rubbed a prospect the wrong way or caused that prospect to hit the delete button.

 

https://www.entrepreneur.com/article/286996

If your prospecting emails aren’t getting the results you had hoped for, you’re not alone. But before you give up on prospecting emails, you may want to put yourself in the place of the people you are emailing.

 

http://www.businessinsider.com/why-your-email-didnt-get-a-response-how-to-make-sure-it-does-2018-1

Sometimes the worst thing about not getting a response to a sales email is not knowing why. Chances are it comes down to a few common mistakes.

 

https://hbr.org/2016/09/a-guide-to-cold-emailing

Even if you have had bad luck with cold emailing, they really can work. If only there was a step-by-step guide to writing these types of emails.

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By:   GoLeads
Three Things Every Initial Email to Prospects Must Include

Have a new email list of sales leads you are ready to approach? Great. Email lists are an outstanding way to grow your business. When done correctly, emails can be an incredible boon to your business.

However, before you send any emails out, it is important that you make sure you don’t jeopardize these new relationships (and potential customers) by failing to include some important items in your email. After all, first impressions are often lasting impressions, and this is especially true in the marketing world.

Your first email should set the stage for all of your emails going forward and will play a large role in whether or not individuals will decide to opt into your subscriber list. Keep in mind that the first email an individual receives from a business will be the one most likely to be opened so it really is your best chance to connect with prospects.

So now that you know how important these emails are, it’s time to talk about what they need to include.

 

  1. A healthy dose of appreciation. No one is forced to open an email so the fact that someone did means they deserve a hefty thank you. And not a generic thank you. You need to thank the individual by name. You may be surprised at how such a simple gesture can have such a huge impact on building a relationship.
  2. Something in return. If you ask someone to agree to receive future emails, make sure that person gets something worthwhile in return, such as a whitepaper or a coupon code. If you don’t offer something of value, a prospect will most likely decide that future emails from you won’t offer anything of value, either.
  3. An opportunity to mine some data. Your first email should allow you to learn something about your target audience. Consider a brief survey that allows people to tell you what they are looking for from your business. You also should include questions that gives you an idea of how often they are comfortable receiving emails. Once you have this information make sure that you use it. Nothing is more frustrating to a prospect than when they tell you what they want and you ignore it.

 

Your welcome email is one of the most important things you will ever send to prospects. Don’t waste the opportunity by failing to include the things that matter most.

 

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By:   GoLeads
What Really Happens When Small Business Meets Big Data?

Big data is a huge topic these days but how can it really make an impact on your small business? More specifically, what can big data do to make your business more successful? We’ve all heard the hype about big data—it leads to better customer service and more sales conversions—but is that really true?

 

https://smallbiztrends.com/2017/01/big-data-and-small-business.html

Big data isn’t just for big business. In fact, if you are a small business that isn’t taking advantage of big data you are missing out on some amazing growth opportunities.

 

http://adage.com/article/digitalnext/time-small-business-embrace-big-data/308191/

Now is the time for small business to embrace big data. So why aren’t more of them doing just that?

 

https://www.information-management.com/opinion/4-ways-small-businesses-can-effectively-use-big-data

Think big data means a big budget? Think again. There are many cost-effective ways for small businesses to harness the power of big data—without breaking the bank.

 

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By:   GoLeads
Breaking Down Big Data for Small Business

You hear the word data everywhere these days but for many small business owners, it can be a difficult concept. In fact, even those businesses that feel confident in their data collection methods can wonder how they should put that data to work for them.

 

Of course, this doesn’t mean there is any shortage of advice on the subject. Ask anyone in the business world and they will tell you that data can increase profits, convert more sales, deliver better customer service and almost anything else under the sun. But what are some concrete examples of how the data you have collected (or wish to collect) can impact your business? Read on to learn some specific ways—in straightforward terms—that data can propel your business forward.

 

  • It gives you specific insights about your customers. The right data will pinpoint your target audience and allow you to understand more about them. What are the products they are most likely to buy? Do they prefer to shop online or in-store? Do they prefer email or direct mail? What do they think of your competitors. To put it another way, data can tell you how and where to connect with your customers.
  • It helps you to price your products. At what price point are your customers most likely to purchase your products? Are their particular pricing strategies or deals that work better at particular times?
  • It lets you know where your business is headed. Data allows you to keep tabs on patterns in your industry. What are your customers likely to want in the short-term and long-term. Does your business plan match these wants? How can you make sure that it does?
  • It allows you to track your competition. What are your competitors doing? Often that is the best way to determine what you should be doing. Are their messages similar to yours? How can you differentiate yourself to drive in more business?
  • It provides you with the ability to adjust your marketing strategies. Is there a surge in interest in something you are selling? Is engagement picking up or dropping off for a particular product you offer? Monitoring these types of things can allow you to jump on opportunity even before it knocks or ditch a strategy that isn’t resonating with customers or prospects.

 

Data can be an overwhelming prospect. By breaking it down by the specific ways it can benefit your particular business, it makes it a lot less intimidating and a lot more valuable.

 

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By:   GoLeads
Almost Half of B2B Companies are Falling Behind in Mobile Marketing

According to Google, roughly 50 percent of all B2B queries today are made on smartphones. And that number is growing. In spite of this fact, almost half of all B2B companies say they have not made a significant investment in mobile marketing. So what gives?

 

https://www.demandgenreport.com/features/industry-insights/disruption-leads-to-innovation-reinventing-traditional-marketing-for-the-mobile-age

Mobile is everywhere these days. If you want to connect with your B2B customers and prospects then you need to be delivering your message through mobile because if you don’t, someone else will.

 

https://www.emarketer.com/Article/Mobile-Usage-Among-B2B-Buyers-Expected-Grow/1015024

As mobile use continues to rise, mobile devices are no longer a secondary consideration for buyers or their work. Unfortunately, the realization that mobile-ready marketing and advertising touchpoints are requisite is only slowly starting to sink in for most B2B brands.

 

https://www.marketingprofs.com/articles/2017/32463/four-ways-to-use-mobile-in-your-b2b-marketing-strategy

Now that you know mobile is critical for B2B marketing, how can you get started?

 

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By:   GoLeads
How Mobile Marketing is Affecting the B2B Buyer Landscape

Mobile marketing is huge. Unfortunately, many B2B marketers are slow to adapt, believing that the complexity of B2B purchasing isn’t conducive to mobile devices.

 

Research shows that B2B marketing leaders are using mobile to drive, or influence, an average of more than 40 percent of their revenue. These leaders report that mobile speeds up time-to-purchase, particularly in more complex transactions, and a positive mobile user experience increases brand loyalty.

 

These insights and others are highlighted in the Boston Consulting Guide’s article, Mobile Marketing and the New B2B Buyer. The article also gives clear calls-to-action for B2B companies that don’t want to be left behind when it comes mobile marketing. These include:

 

  • Addressing buyers where they are ­spending their time on mobile: on-the-go and in the workplace.
  • Working to understand shifting customer behavior and mobile’s role.
  • Invest in creating a great mobile experience for customers.
  • Recognizing mobile’s impact, especially early in the purchase journey as customers formulate intent.
  • Tracking the buying experience across media and devices.
  • Testing increased investment in mobile advertising.
  • Adapting technology and data collection to a company’s business model and size.

 

If you are looking to improve your B2B mobile marketing strategy but are unsure where to start, GoLeads can help. Give us a call today at 402-334-1824 and we’ll lead the way.

 

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By:   GoLeads
Six Ways to Boost Email Open and Conversion Rates

Email remains one of the most effective forms of marketing. Despite its success, there are likely plenty of your customers and prospects who are not opening your emails at all.

 

Equally disheartening is when a customer or prospect opens your email but fails to convert. What’s a business to do? Well, read on for important tips that will help to boost the open and conversion rates of your emails.

 

  1. Segment your email lists. Targeting the right people is the key to improved email conversion rates. In light of this fact, it is imperative that you routinely evaluate your email lists to make sure they are as up-to-date as possible. Remember, most lists have a shelf life of only six to 12 months.
  2. Customize. The more you know your customers and prospects, the better able you will be to tailor the content of your emails. And research shows that the more customized an email, the higher the conversion rate.
  3. Double opt-in. When you ask customers to confirm their email address, you increase engagement and also guarantee that your information is accurate. This small task takes little effort but can make a big difference
  4. Nurture leads. One email is unlikely to convince anyone to do business with you. Instead, make sure you send a series of emails. For example, the first can introduce someone to your brand, the second can give an overview of your products or services and the third can offer a coupon or discount on an initial purchase.
  5. Use your brand voice. If your emails are being opened but not converting, you can probably attribute that to what you emails have to say. This is another case of how important it is to know who your audience is. Generic emails speak to no one. Serious customers will respond to an authoritative voice and statistics. Young mothers will likely respond best to calm and concern.
  6. Get the title right. No one has the time to guess what your emails are about. That means if the title or subject line of your email doesn’t tell them, they are going to hit the delete button sooner rather than later. There will be an opportunity once an email is opened to get your point across, but you have to get the reader to open it first.

 

People get several emails every single day. If you want yours to stand out, you have to make sure you know who you are targeting and allow those individuals to get a feel for who you are. Only then will your email campaigns be successful.

 

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By:   GoLeads
Five Tips to Ensure Webinar Success

Webinars are an excellent way to engage with your target audience and get your brand noticed. It is for this reason that the number of companies offering webinars is on the rise. After all, who wouldn’t want to get in on the success of this extremely effective marketing tactic?

Unfortunately, many companies fail to do the hard work that is necessary to hold a truly productive webinar. This is a huge mistake since participants who feel that they are wasting their time on a webinar will usually disconnect before it is over. Even if they do sit through until the end, they are sure to walk away with a negative impression of the host company.

If you are considering holding a webinar, here are some tips that will help to ensure its success.

Tip #1: Ditch the Sales Pitch
Nothing will turn off webinar participants faster than feeling like they are sitting through a sales presentation. Remember, webinars are about building relationships, not making sales.

Tip #2: Make it Visually Appealing
Just as you wouldn’t go into a client meeting wearing a sloppy t-shirt, your webinar must look professional, as well. This includes everything down to the background. Has the connection been tested? Have you rehearsed your presentation? No detail is too small!

Tip #3: Don’t be a Bore.
Make sure you engage participants with interesting stories and anecdotes remembering that no one wants to sit through a boring lecture. You also should work hard to interact with your audience so it feels less like you are talking at them and more like you are talking with them.

Tip #4: Get the Timing Right.
Most professionals do not have time to sit through a two-hour webinar. Anything less than an hour is ideal. When scheduling your webinar, make sure you begin advertising it about a month in advance and include language that entices people to sign up right away, for example, “limited number of participants.”

Tip #5: Practice Makes Perfect.
Even the most seasoned webinar professionals would be hard pressed to host a webinar cold. If you are new to the webinar game you must practice. And then practice some more. Consider giving your presentation in front of co-workers and get their feedback. Tape your trial runs and watch to see if you think it sounds professional and engaging. It also is important to remember that you are not giving a speech, make sure your voice has plenty of inflections and that you sound natural. You don’t want it to seem as if you are reading from a script.

Webinars are big business today because they work. However, if you aren’t willing to do the work, you can count on your webinar falling flat.

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By:   GoLeads
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