Lead growth is the ultimate goal in marketing… and also the toughest to keep up with. Rules are constantly changing, new marketing trends are popping up left and right, and your audience rarely behaves the same today as they did yesterday. Although thoughtful, long-term marketing strategies are essential for growth, there are also small things you can do to boost lead growth in the short-term - say, before lunch.
Marketers are often so focused on the big picture, that it’s tough to break away and identify new opportunities. It can feel like an all-or-nothing game, where you’re either steadfast on the long-term goals or you’re caught up in the tedious growth hacking tasks. However, to be successful, you need to learn to balance both. And today, we’re going to highlight a few ways you can break away from the big vision and find opportunities to boost lead growth in the next few hours.
Grab your coffee, stretch it out, and get ready to hammer out these following tips before your tummy starts grumbling for that Philly cheesesteak you’ve been drooling over all week…
It’s likely that old blog posts were tied to a specific campaign that is dead and gone now. However, that doesn’t mean the content itself is outdated. It’s easy to forget about those old blog posts, but putting them back in your rotation may help boost some traffic.
If you have certain posts that are driving high organic and referral traffic, use these as an indicator of what people are interested in reading and sharing. Use tools like Edgar or Buffer and schedule Twitter, LinkedIn, and Facebook posts months in advance. This will allow you to automate sharing, while continuing to push traffic to evergreen content that you don’t have time to think about.
Bonus Tip: Go back and update the CTAs on these blog posts to promote a current campaign. Get creative and find themes among old content and use this as a way to get more leads to what’s most current.
This is likely the easiest and most overlooked opportunity for content marketers. If you have email list of subscribers, trialing users, or churned customers - this tip is for you.
You have a massive inventory of content that is connected by category, tags, topics, etc. Sift through those posts, guides, and videos, to see if there are themes emerging. What can you gather together and bundle within an email promotion? For example, if you have several posts including customer stories, compile those in an email and send it out to new customers. Or if you have a series of guides, posts and videos that help a specific industry, target new customers within that industry and encourage them to share it on social media.
Getting people to open your emails can be an impossible feat. With some of us receiving hundreds, if not thousands, of emails a day, it’s hard to keep up with it all. But that doesn’t mean all that email content has to go to waste.
If you have a few campaigns that didn’t get a great open rate, create a list from those who didn’t open the email and resend the same email with a new subject line. Aweber, the email marketing platform, does a great job of automating this for you. What’s great about this is that you don’t have to do much work in order to continue getting your message out there.
How long has your website had the same CTAs? Do you know how much better they could be performing? According to Unbounce, more than 90% of visitors who read your headline also read your CTA copy. Never underestimate the small changes you can make. Even the slightest bit of alteration can have major benefits this deep in the funnel.
If you have an A/B testing technology built in like Optimizely or VWO, great! Hop back in and do a little maintenance and update some of your campaigns that have run stale. If you don’t currently have a solution like these, you can still make adjustments, just make sure you’re aware of what the implications are. Be sure to track carefully after making changes and document what’s been altered.
With today’s tools, it’s easier than ever to launch and test a landing page. Use a tool like MailMunch landing page creator to create a simple landing page in minutes. Don’t know what to create? Take a look at your Google Analytics and see what keywords you would like to rank for but are low on the list. Focus on just one keyphrase at a time and create an entire page around that subject matter.
If you have the extra budget, test run small ads and see what phrases are driving the most leads. Test this for a few weeks and step back to better understand why certain key phrases are performing better than others. Dig deeper into the “why” so you can build organic content that is more targeted and efficiently driving leads.
The best practice when it comes to small tweaks is to keep it consistent. Mark time off on your calendar every couple of weeks, or even once a month, to sit down and reevaluate some of the marketing tasks you’ve implemented. It can be easy to go months without recognizing a small shift in numbers that could have been prevented. It’s also easy to overlook new opportunities when your focus is so high-level. Create some space where you can dig through analytics, run through your website, and look at things with a fresh perspective.
Content marketing guru at Mailmunch. I’m passionate about writing content that resonates with people. Live simply, give generously, stay happy.
August 1, 2022