Damien Cabral

Tips for Delivering a Successful Direct Mail Campaign to Your Target Audience

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In the marketing world today, there are hundreds of ways to reach out to your customers. But which method allows you to not only reach out but hand deliver your company’s ads and messaging? Direct mail.

Direct mail not only allows you to hand deliver your messaging to your target audience, but it offers a higher return on investment because it’s being delivered to the right person. With direct mail you can select your target audience from past customers to prospecting “look alike” consumers and develop a wider customer base through targeted messaging and brand awareness.

To help you get started on your next direct mail campaign, here are some tips for selecting the right audience and delivering the right message to them.

Know your audience

You need to know exactly who your audience is and then take it one step further. The goal for direct mail is to find the niche audience within your target audience that would benefit and want to receive your mailer. To start, take a look at the demographics of your audience including location, income, gender, and age. Once you’ve formed this list, cut the list down to a more targeted list by analyzing customer’s recent purchases, lifestyle habits, and even magazine subscriptions. This information will provide more in depth knowledge of what your consumers like and their purchasing habits.

How do you form this list you might ask? Luckily, there is an abundant amount of mailer information out there for you to explore. Some top mailing list providers we recommend include:

  • Nielsen- Prizm
  • NetProspex
  • Experian

Deliver messaging that resonates with your audience

To resonate with your niche audience, put yourself in their shoes and get creative with messaging that would attract them. You should also use the large amount of data you obtained about your mailers to your advantage. Did you find out that most of the audience on your mailing list are food and wine connoisseurs? Invite them to a wine and cheese night at your company that will unveil your newest products. This will align their interests with yours so they will interested in finding out more about your company and take the next step in visiting your store.

Create a mailing list rotation

While direct mail is useful in reaching your target audience, the last thing you want to do is oversaturate them with mail. Develop a rotating mailing list to ensure you are hitting the right people, the right amount of times. For example, we’ve divided the 3 audiences we want to reach into 3 tiers:

  • Tier I: Select the best 1-3 zip codes around each store location to target
  • Tier II: Select previous customers
  • Tier III: Select mailers from your targeted mailing list

Cross-reference these tiers to ensure you are not duplicating mailers and rotate the frequency. A good rule of thumb for frequency would be to send one mailer every three months.

Why Small Businesses Need a Well-Developed Content Strategy

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Many small businesses come up with fantastic content marketing ideas, which helps even the bar when competing with larger competing companies. However, oftentimes the ball is dropped when it comes to developing a well thought-out strategy that ensures that their content is active, engaging and relevant in the long run. Given the rising importance content plays in a firm’s lead generation activities, small business owners should continuously hone their content marketing game plans in order to take full advantage of the medium. Having a well thought out, documented strategy will certainly help them get there.

Here are some questions to ask while creating robust content strategy:

What are the specific goals of your content marketing campaign?

Content marketing is more than sharing industry-specific knowledge and populating your company’s blog page. Having a well-defined business goal will help many content creators set a clear direction and answer what type of actions they want their audience to initiate after reading the content. Is your goal to showcase your company’s talents and vision? To provide a solution to an industry-related issue? To have a more direct interaction with your potential customers? To build brand loyalty and awareness? Ultimately, it’s important to smoothly shift your reader’s attention to the company’s offering as a best possible solution.

Who is your target audience?

It’s essential that the target audience is aligned with your potential customers. Content marketers often forget that the content they create should be specific to the particular audience of the business/campaign and not for everyone in the world. The messaging of the content would be completely different depending on who the target audience is. For example, if the target audience of your content is the Millennials, the released content should be relatively new and exciting, practical and realistic, and powerful enough to see genuine feedback.

What are the channels of deployment?

Once you are ready to share your messages with your audience, you need a strategic channel policy in place. This is also a time to brainstorm various ideas for how to present content and to come up with an estimated budget for deployment. Then start asking which format will best communicate your message and which distribution channel your target persona will visit.

Going back to the example of targeting the Millennials, for instance, one of the advantages would be being able to directly access and monitor their responses from their online activities and interactions. With this knowledge in mind, putting efforts into developing relationships with the audience via blogs, social media, and email newsletters is ideal. Make sure to build a content calendar to plan out the order of content releases and dates of deployment so that your content has a bigger impact on the overall timeline.

What are the resources available to better improve your content marketing?

The messaging and channels aren’t the only elements that complete the strategy. Because content marketing is easily swayed by trends and unpredictable causes in the digital space, it’s important to be both defensive and aggressive by taking advantage of the available resources. In order to identify potential opportunities and hurdles, it’s important to evaluate the strategies of the competitors to assess your content’s strengths and weaknesses.

Setting up content curation tools to monitor conversations and trending topics is another way to enable content creators to amplify brand messages and create content that is relevant to the audience. Connecting with influencers and thought leaders in the industry is another great way to acquire valuable insight or even support through a partnership.

How will everything come together?

The end goal of your content strategy should focus on guiding your audience through the marketing funnel: the top of the funnel is building awareness, the middle is helping your audience understand how to solve a problem, and the end is leading them to conversion. The strategy should do more than simply allow people to discover your topic; your content should funnel the audience to the end ideas and help them make a purchase decision.


Act-On Marketing Automation Do’s And Dont’s

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In a time when trendy advertising options pop-up daily, it is important to strategize your goals and invest your budget wisely. Marketing automation is your business’ opportunity to build a portfolio of programs that deliver targeted content and nurture quality leads. In the last few years, we have experienced a burst of well-developed platforms geared toward the small- to medium-sized business sector. With several of our clients, we recommend and implement Act-On as the platform of choice. Below you will find several simple “Do’s and Dont’s” to take advantage of this automation software.

Before you sign on the dotted line:
Do build outlines for your programs and prep your content.
Take the time to strategize the flow of your automated programs and take inventory of the content you currently have. We recommend building up an established collection to fill at least 2-3 of your outlined programs. If you identify areas in need of more content development, build up your library first. This will help you avoid spending a monthly fee for a software you are not yet equipped to leverage.

Don’t forget to check the date.
Depending on your sign-on date and billing cycle alignment, Act-On will allow you 3-4 weeks of free experience/training. Sign-up mid-month to take full advantage of the extra weeks for onboarding.

Identify prospects while building your content and programs:
Do set-up the Website Prospector Tool.
Act-On provides a simple snippet of tracking code to add to each page of your website. A daily digest email sent to you by Act-On will tell you which companies are visiting your website.  This email tells you which prospects clicked on a link and which pages were visited on the website.

Don’t get wrapped up in the daily reports.
Depending on your list size and website traffic a lot of users may appear unknown with locations all across the globe. Spend 5 minutes each day to scroll through the daily digest email. Look for visitors with high page volumes and relevant locations to identify possible leads.

A Final Do and Don’t In One:
Do keep a healthy reputation and don’t forget about your list hygiene.
When sending large volumes of emails, it is important to regularly clean your lists. Contacts can become old or invalid. Outdated information may lead to high spam complaints, undeliverable mail (bounces), or unsubscribes. Check-in with your designated Act-On representative about your lists. It’s important to remember the cleaner the list the better your reputation which will ensure your ultimate goals that messages will be delivered and leads will be nurtured.

Why Earned Media Is Important to Your Organization

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The power of content marketing is emphasized everywhere in the marketing world, but how do you put a value on the content that your business is producing? Small and midsize business owners who wish to maximize their marketing efforts should consider paid, owned, and earned media when creating and distributing their content on their websites and other online channels. Before we dive into why earned media should be the end goal of your content strategy, let’s talk about paid and owned media.

Paid media refers to a company’s efforts to promote its products by paying for a media space and leveraging distribution channels such as web banners, paid search, and traditional advertising.

Owned media is any engagement driven directly by content that the company controls and owns. For example, when you post new content such as videos and blog posts on your website and social media channels, the interaction between the visitors and your company would be considered owned media.

Earned media is the chain of sharing that goes beyond the initial advertisement and is obtained through conversations on social media channels, emails, and word of mouth. Though it may be driven by paid and owned media, it’s an organic share from people who find the content compelling enough to want to pass on to others as a reflection of their own personality in some way.

So, why is earned media important?

1. Gain trust from your customers. We live in a culture where consumers are highly critical of any form of traditional paid media that interrupts their daily lives. They know exactly what they want without being influenced by commercial advertisements. It is clear that no one anymore wants to be ‘sold’, and consumers instead look to trusted sources for any type of life decision. According to Nielsen’s article on earned advertising, 92% of respondents trust reviews and recommendations from friends and family. Through earned media, your company avoids consumer skepticism and receives credibility from an objective third party who trusts your product or service.

2. Strengthen brand advocacy. Earned media creates a genuine bond between an organization and an individual. Customers become advocates for a business by sharing its content and endorsing the brand to friends and family. This adds more value than results from any other paid search campaigns or temporary online web banners because you are growing a group of ambassadors who are voluntarily passionate about your brand.

In order to build earned media, you need to get your content in front of the right people – people who are truly interested in the products and services you offer. This challenge requires you to analyze your target market strategically. You could share your content on all your social media pages and end up with a few hundred clicks only to see your content get pushed back by all the other content. Simply updating your content doesn’t generate earned media. Above all, have an end goal in mind when creating content. It’s important to invite your audience to join your community, engage in conversations and social sharing and amplify positive exposure for your business. Use your content to build substantial awareness and foster consumer relationships that will ultimately drive purchase intent and affect your company’s ROI.


Survey to Build Your Tribe

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As marketers, everything we do is geared towards the end user.
We know that businesses need engaged customers to thrive. As an outsourced marketing department for hire, it is our job to make sure that our clients are communicating their value add in such a way that engages the end user. If what we say doesn’t resonate with our target audience, then we are wasting both our time and our valuable marketing dollars.

In order to understand what makes your customers tick, ask them in a survey.
Surveys are invaluable tools to better understand your audience and take your business to the next level. In addition to their integral role in product development and customer service, surveys are useful in guiding your marketing efforts and making the most of your marketing budget. Self-reported survey data and digital channel analytics come together as two pillars in a modern understanding of the end user; armed with both, we have insight not only into how our customers behave, but also into how they think.

In order to run a successful survey, consider incentivizing the customer.
Customers are often reluctant to take surveys because of the time commitment involved. Marketers have found that survey incentives in the form of rewards can boost participation by up to 20%. Your customers are taking time out of their days to help you collect data – thank them with a small gift and they will be that much more likely to go out of their way for you.

When building your survey, choose each question carefully.
Customers do not want to answer an endless list of questions. They might begin with good intentions, but with each passing question comes an increased risk of their quitting. Unsurprisingly, we see that longer surveys are correlated with lower response rates. Each survey question takes up prime real estate as surveys should be kept short and to the point, limited to only a handful of questions.

Research shows that one question rules them all.
Have you ever taken a company’s survey and answered the question “Would you recommend us to a friend?” If so, you have given the company essential information on how you are likely to act in the future. In fact, according to the Harvard Business Review, this type of “recommendation” question is the only useful type of survey question for predicting customer behavior. Richard Owen’s and Laura Brooks’ Answering the Ultimate Question explores this idea further: given a scale of 1 to 10 for the question, customers giving a 9 or a 10 are “promoters,” those giving a 7 or an 8 are “passives,” and those giving a score below 7 are “detractors.”

By asking the recommendation question, you can quickly determine which individuals are most likely to be your brand advocates, in essence generating a prime list for referral marketing. It is this segment of your customer base that will help you grow, and it is up to us as marketers to help you unlock this potential.

An additional question may help you bring your referral marketing efforts to the next level.
The power of social proof is ubiquitous in the marketing world. When your customers see others endorsing or using a product or service, they will be much more likely to adopt it themselves. Not all endorsements are created equal; some individuals, whom we call “influencers,” are much more visible than others due to blogging and other activities in the public space. With open-ended questions, surveys present an opportunity to find out to which influencers your customers listen. This investment in research is worth it – if you can obtain this key data on your customers, you are one step closer to dominating your market.

Have you launched a survey recently? What questions did you ask? Let us know in the comments below.

The Power of Video

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If you’re wondering about the power of video as a compelling marketing tool, take a look at some of these eye popping stats:

  • The number of people subscribing daily to YouTube is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year
  • Over 6 billion hours of video are watched each month on YouTube – that’s almost an hour for every person on Earth
  • 100 hours of video are uploaded to YouTube every minute

Even after reading these statistics, you might still be wondering if developing a video to tell your story is worth the investment of your marketing dollars and internal resources. Below are three more reasons to help change your mind.

1. Cut Through The Clutter

We live in an age of information overload that makes it difficult to get the attention of today’s consumers. This is hardly surprising given that the average US consumer reads 100,000 digital words and sees around 5,000 marketing messages each day. In order to truly capture the attention of your target audience, your marketing needs to tell a compelling story that quickly captures the attention of your target audience. A well-crafted video is an optimal tool in your marketing tool kit that can accomplish this.

2. Build a Connection With Your Brand

Today’s consumer has evolved over the years. Rather than viewing products strictly for their functional benefits, consumers are thirsty to connect on a more emotional level with the brands they buy. And given the same old generic sales pitches that are bombarding consumers each day, it’s no wonder that they are tired of the same old transactional sales pitch and yearn for more. Given this reality, we should not look at marketing solely as the ability to ‘sell stuff’, but as a powerful vehicle an organization can use to build relationships. Just like any relationship, both parties need to be able to connect on a deeper, more meaningful level that separate a memorable relationship from the dozens of other acquaintances we all maintain. Looking at a marketer’s toolkit, there is nothing more powerful than video to ensure these deeply connections are taking place.

3. A Cornerstone For Your Content Marketing Efforts

A well-produced video can serve as the foundation for all your organization’s content marketing efforts and can be leveraged in a myriad of ways using multiple marketing channels. Using TribalVision as our case study, our company story video has been; leveraged on our website, emailed to prospects interested in potentially working with us, linked to our company newsletter sent to thousands of business owners, embedded in our press releases to strengthen our Google ranking, included in our sales presentations, and showcased on our Google+, Facebook, LinkedIn and YouTube social media properties. There aren’t any other pieces of content we have developed that have been repurposed in so many mediums nor had the effect our video has had in spurring action from tepid interest to sale.

4 Questions to Help You Achieve Your Marketing Goals

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Have you ever found yourself talking with someone who’s always finding a way to make the conversation about themself? How quickly do you notice what this person is doing and how quickly do you start to tune out whatever they’re saying?

We live in a day and age where people expect an onslaught of marketing messages on a regular basis. As a result, we are all pretty quick to know when we’re being marketed to. This means the second our brains alert us to “marketing!” we are often already tuning out. This can make achieving your marketing goals more of a challenge.

So, ask yourself these four questions to help achieve your marketing goals.

1. What’s my marketing goal?
“To make money!” We all know that. But be specific – do you want to capture new leads? To warm up stale ones? To create brand awareness in a new demographic? Identify specific and actionable marketing goals to ensure you stay on track with your marketing campaigns. Each goal, while simple, serves as a step towards earning sales and making money.

For the purpose of this blog post, let’s decide that our goal is to generate new leads for a high-end solar gadget. Now that we’ve determined our goal – remember it, and keep coming back to it.

2. Which audience will be most receptive to my marketing goal?
I know that my product is “green”, that solar is trendy, and that many recent college graduates are excited about preserving the environment. Great. Can these recent college grads help me achieve my marketing goal? Can they become new leads? No, because they probably can’t afford my high-end solar gadget. While this audience might be strong advocates for brand awareness, they won’t be the ones buying my product any time soon.

So instead, let’s choose to go after established working professionals that have expressed an interest in solar. This audience is interested in and can afford my product. This audience can turn into new leads. This audience can help me achieve my marketing goal.

3. What messaging will my audience be receptive to?
Every marketing goal can be more effectively achieved with carefully finessed messaging and imagery that’s created with your audience in mind. Now that we’ve defined our audience, we have to decide how to speak to them. If you were teaching the ABCs to a group of five year olds, would you use the same lesson to teach the ABCs to a group of adults? Probably not, because different audiences will be receptive to different words, tone, and visuals.

To appeal to established working professionals that we want to turn into leads, we’ll need visuals that convey the same quality that our high end gadget and price point do. We’ll also need an attention grabbing statement or question that highlights the value of our product. Avoid listing every feature of the product in our messaging here because our marketing goal is to generate new leads, meaning we want to capture our audience’s contact information. Once we’ve peaked our audience’s interest with tailored messaging and visuals, we want to earn their contact information by exchanging it for additional information about our product. Once an exchange has been made, we’ve gained a lead. And what was our marketing goal? To generate new leads.

4. In which media channels will my audience be receptive to my goal?
With a little research and imagination, we can often determine some of the most popular media channels that our audience is exposed to. But the key is placing our marketing message not just where but when our audience will be receptive to it. If our marketing goal is to generate new leads for a high-end solar gadget, we need our audience to be open minded to a higher priced item and to have the time to learn more.

Say we determine that our target audience values buying local and an opportunity comes up to advertise in small, local supermarkets. Will our chosen audience turn into new leads here? Probably not: as a high-end gadget with a higher price point, our audience won’t have time to consider our product while focused on running errands. Becoming a fleeting after thought from an evening’s shopping run won’t be effective marketing for us. Instead, look for media channels that will reach our audience when they have down time to reflect on the value of our product. Perhaps while they wait for the train on their way to work? Or when they’re browsing through the news online in the evening? To achieve our marketing goal of generating new leads, we have to be considerate of our audience’s time and emotions.

In Conclusion…
When you work with a product every day, it’s easy to fall in love with it. It’s also easy to forget that those who don’t see your product every day may not immediately see the value that you do. Each time you begin a new marketing campaign, pause to reflect on a simple marketing goal that you want to achieve. As you develop each part of your campaign, remember to ask yourself, “How will this help me achieve my marketing goal?” every step of the way. Remembering your goal and anticipating your audience’s disposition not only helps you to market smarter but also to more efficiently achieve your marketing goals.

Increasing Lead Generation with Commitment Tactics

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As marketers we often use psychology to get our clients more business. Robert Cialdini explains in his book Influence: Science and Practice that consistency is a fundamental principle underlying how people make decisions. Scientific studies have demonstrated time and time again that people tend to act in ways that reinforce their previous behaviors. Psychologists believe this is because people find it awkward to contradict themselves. People want to look consistent to appear legitimate and decisive to others. This may explain why it is so common for tight-knit, established institutions (such as the military and fraternities) to have new affiliates swear an oath in front of the group: to betray that oath makes one seem inconsistent, illegitimate, and indecisive. These commitment tactics can be used as powerful marketing, managing, and bargaining tools.

Say you want to sell someone a bike. Your prospective buyer is not sure she wants the bike, especially since your asking price is over her budget. In noticing that she’s undecided, you choose to employ a commitment tactic. If you can get her to verbally commit to the bike, she will be statistically more likely to buy it. You might have her test ride the bicycle before asking her what she likes about it, effectively getting her to (unconsciously) commit to the purchase by verbalizing what she thinks are the bike’s positive attributes. This first question can lead to others (see: foot-in-the-door tactic), building up a pattern of responses with which she will want to stay consistent. She will be that much more likely to buy the bike because you had her sell the bike’s strong points to herself, using her own words.

The strength of commitment tactics varies with setting. The effect is undoubtedly stronger in person, as it is rooted in peoples’ desire for social acceptance. Networking events, trade shows, hosted events and other marketing channels relying on in-person contact are all ideal settings for commitment tactics. While the effect is larger offline, commitment tactics can also work online. Some advertisers give users the option of making a selection or expressing a preference within online display ads. While the commitment effect can sometimes be seen with clicks, it is even stronger when users type something in. Contact forms are an additional online vehicle for securing prospect commitment. The act of filling out a form and submitting it is itself an act of commitment. If the form is easily accessible, brief, and inclusive of clever prompts to get prospects to commit to a product or service, then it can be a useful tool to increase lead generation using this psychological principal.

Want to learn more about persuasion? We recommend Cialdini’s book Influence as an excellent resource to improve your sales and marketing.

5 Questions Every CMO Needs to be Ready to Answer

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Should we redesign our company logo?

To answer this question, you first need to ask the question why? Redesigning your logo is a big decision and something your organization shouldn’t take lightly. Remember, your customers identify with the current logo and there is potential goodwill that has been attached over the years. As the Chief Marketing Officer, it is your responsibility to lead the rest of the executive team through the appropriate questions that will aid in your decision of whether to leave the logo as-is or to begin the re-design process. Below are a few questions to aid the conversation:

Good reasons for a logo redesign:

  • Has your company recently been through a significant transformation?
  • Is the old logo is dated looking and stale compared to others in your space?
  • Are you trying to recover from recent bad press and re-define your brand?

Bad reasons for a logo redesign:

  • Does your CEO not like the color [insert color here]?
  • Does your new agency think this is a great first project?
  • Is the executive team feeling like it just needs to be freshened up?

What is the ROI on Social Media?

This is a tough question and one that every CMO will likely face at least a few times a year. Social Media is now a maturing channel but still in its infancy when compared to other marketing channels. While some tools and methodologies exist that attempt to begin to quantify social media, it is still elusive. For now it is best to view social media as another communication channel, just like your customer service department, its another way to talk to your customers. The advantage of social media compared with the phone is you can speak with images, videos, and text. If you are only on social media looking for an immediate ROI then stop placing any energy or dollars in this channel. If you are looking to build meaningful relationships with your customers who are seeking to engage your brand – have at it!

Why aren’t we using [insert media channel here]?

It’s tough calling the shots as the head marketer. Everyone else in the organization is constantly presenting you with new marketing ideas and sometimes it’s more than presenting – its asking ‘why we aren’t currently using channel X?’ The key to answering this question is having a marketing plan and a marketing budget for the year. By having both in place well before the year starts, answering this question is easy. You can explain that the company is following a specific plan to achieve the marketing goals for the year and you have limited funds to attribute to new channels. As the head marketer, you will evaluate and consider all new ideas but they must fit into the existing strategic plan and there must be room in the budget.

Do we need an app?

The best answer to this question is to pose another question – Why? Apps are great and oftentimes can enhance your brand on a new platform. But before taking the plunge, clear goals need to be defined. Keep in mind creating a native app can come with a hefty price tag (starting at $20k for something basic.) If you and your company can’t come up with very solid goals for an app that (like enhancing your brand experience,) then take a pass. Also, ask yourself if an app is needed at all. Sometimes a robust responsive design web experience is sufficient for your customers mobile experience and actually easier (and cheaper) to implement since it is device agnostic.

Where are our best leads coming from?

Every marketer worth their weight should be able to answer this question any day of the week. In this new marketing environment of measuring what we market, knowing all your KPI’s (key performance indicators) are key. Understanding where most of your leads are coming from, how much they are costing you, and the ROI on these leads is not an option but a must in today’s competitive marketing environment. The best way to keep a finger on the pulse of your marketing organization is to create a dashboard of KPI’s that is reviewed regularly. This can aid decision making regarding which channels to turn up or down as well as where improvements are needed regarding lead quality. Be sure to include front-end measures like clicks and opens and back-end measures like ROAS (return on ad spend.)

10 Ways to Make Your Website a Lead Generation Machine

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Your website is a powerful marketing tool that can be used to educate visitors about your products and services. Whether it’s a business-to-business (B2B) or business-to-consumer (B2C) website, the focus is similar – to generate highly qualified leads or inquiries that convert into customers. Below are ten optimization tips for your website that can be implemented right away to generate more quality leads.

1.    Place Download Forms in Front of White Papers and Other Valuable Marketing Assets

A lot of time and energy is invested in creating white papers and other marketing assets. For that reason, most web visitors won’t mind providing their contact information to download a white paper or other marketing asset. Whenever you create a valuable marketing asset for your website like a white paper, include a form that must be filled out in order to download the item.

Limit the number of form fields so visitors can quickly fill it out. For example, collecting a name and email address should be sufficient. These fields should be required; meaning the visitor cannot download the file unless they fill out the fields. Additional fields that that could be used to collect information include a title, company name or phone number but should not be required. It’s always recommended to test the number of fields for the greatest success. Examples of marketing assets that could contain a form include webinars, research reports, presentations, podcasts, e-books and videos.

2.    Include a Newsletter Subscription Form in the Website Footer

Place a newsletter subscription form in the footer of your website. Provide a brief description of what the subscriber will receive and how often they will receive it. The form can be a simple email collection field with a “subscribe” button. It’s important to have a newsletter strategy in place, including a content calendar with topics and delivery dates so visitors receive frequent newsletters from your organization. These newsletters can be emailed monthly or quarterly depending on the internal resources that are dedicated to writing the content, setting up the newsletter in the email platform and deploying it.

3.    Add a “Special Promotions” or “Weekly Specials” Sign-up Form

Our B2C clients have a sign-up field on their websites where visitors can sign up to receive weekly emails. These emails are brief and can be automated based on weekly product specials or special promotions. Consumers receiving these weekly specials are most likely to make on-going purchases of your products. The same can be done for B2B always keeping in mind that what you are offering is valuable to visitors.

4.    Place Social Media ‘Share’ Buttons on Key Pages of Your Website

Include social media ‘share’ buttons on your product pages, blog posts and resources (white papers, videos, etc.) so that visitors can share the information on their social networks. This increases your audience and the chances for more inquiries on your website.

5.    Create Product Demos or Free Trial Forms

Very popular with technology companies, visitors are always curious to try new products or learn more about how products work. Include a simple sign-up form that must be filled out in order to try your product or service. Create a limited time offer (i.e., 30 days) to try and convert visitors who downloaded and tried your product into paying customers. Chances to convert a visitor increase when they have had the opportunity to try your product or service.

6.    Include Sign-ups to Exclusive Events

Whether you will be speaking at an event or organizing one, be sure to include a form for web visitors to sign up for the event. You can then send pre- and post-event communications via email to educate those who sign up not only on your event, but more information about your company, products or services.

7.    Create a Form for Referrals in Exchange for Discounted or Free Products or Services

DropBox has been very successful with this strategy. Set up a referral form for existing or new web visitors to refer their friends and colleagues in exchange for a discount or free additional product features. DropBox currently offers additional file space to users who successfully have a friend sign up for an account.

8.    Host Customer or Partner Co-sponsored Events

If you’re hosting a webinar or event with a customer or partner, be sure to publicize the event on both your website and your co-sponsor’s and include a sign-up form. Additionally, you gain access to your sponsor’s web visitors and database for promotional mailings.

9.    Add a Chat Feature to Your Website

Add a chat feature on your website for instant answers to questions or inquiries. Be sure there is someone qualified on hand to answer inquiries from web visitors. Our clients currently use chat solutions for product inquiries and customer support. Some chat solutions we have seen our clients successfully use include Olark, LivePerson, and LiveChat.

10. Test All of the Above for the Best Success

The above items may not always work for every website. That’s why it’s important to test for the greatest success. Testing elements include:

  • Number and types form fields
  • Short forms vs. long forms
  • Placement of elements on website (i.e., top, bottom, every page)
  • Design colors and images
  • Copy variations
  • Calls to action

We have had great success implementing the above items for our clients, and they’ve seen great results. We hope these tips also work for you!