Understanding Lead Generation

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Lead generation is the process of identifying, attracting and capturing the interest of potential customers for a business's products or services. The goal of lead generation is to convert potential customers into actual paying customers.

There are several ways to generate leads, some of them are:

1. Website optimisation:
Optimising your website for search engines and making it easy to navigate can increase the number of visitors to your site.

2. Content marketing:
Creating valuable content such as blog posts, infographics, e-books, webinars and white papers can attract potential customers to your website.

3. Social media marketing:
Building a presence on social media platforms such as Facebook, Twitter, and LinkedIn can help you connect with potential customers and generate leads.

4. Search engine marketing (SEM):
Advertising on search engines like Google and Bing can increase visibility and drive potential customers to your website.

5. Email marketing:
Sending targeted and personalized email campaigns to a list of subscribers can generate leads and increase conversions.

6. Referral marketing:
Encouraging satisfied customers to refer friends and family to your business can generate leads.

7. Trade shows and events:
Attend industry trade shows and events and collect leads from people who visit your booth.

8. Telemarketing:
Calling potential customers to introduce your business and its products or services can generate leads.

Once leads are generated, they need to be qualified. Qualifying a lead means determining whether the person is a good fit for your business and has the potential to become a paying customer. This can be done by asking a series of qualifying questions such as:

  • What is the person’s budget?
  • What is the person’s decision-making authority?
  • What is the person’s timeline for making a purchase?

Lead generation is an ongoing process that requires consistent effort. By implementing a variety of lead generation strategies, a business can increase the number of potential customers and ultimately grow its revenue.


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How to Implement an Abandoned Cart Automation for More Sales

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Convert lost customers

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Convert lost customers

Cart abandonment win-back campaigns are a crucial aspect of e-commerce marketing that aim to recover lost sales and re-engage customers who have left items in their shopping carts without making a purchase. By automating these campaigns, e-commerce companies can increase their conversion rates and boost their overall sales. Here is how to set up a successful cart abandonment win-back campaign:

  1. Identify the cause of cart abandonment:
    The first step in creating a successful cart abandonment win-back campaign is to identify why customers are leaving items in their shopping carts. Common reasons include high shipping costs, unexpected fees, slow checkout process, or lack of trust in the brand. Once the cause is identified, e-commerce companies can take action to address the issue and improve their checkout process.
  2. Segment your audience:
    By segmenting your audience based on factors such as purchase history, behaviour, and location, e-commerce companies can create targeted campaigns that resonate with each segment and increase the chances of conversion.
  3. Timing is key:
    Timing is critical when it comes to cart abandonment win-back campaigns. It is recommended to send the first email within an hour or two of cart abandonment, as this will increase the chances of re-engagement. E-commerce companies can set up automated emails that are triggered as soon as a customer leaves items in their cart.
  4. Personalise your messaging:
    Personalising your messaging is essential in making your cart abandonment win-back campaign effective. By including the customer’s name, a product image of the item left in the cart, and a personalised offer, e-commerce companies can increase engagement and drive higher conversions.
  5. Use a sense of urgency:
    Creating a sense of urgency can increase the chances of conversion, as customers are more likely to act if they feel they need to act fast. E-commerce companies can use limited-time offers or exclusive discounts to create a sense of urgency and drive higher conversions.
  6. Provide incentives:
    Offering incentives such as free shipping, exclusive discounts, or loyalty points can increase the chances of conversion and boost customer loyalty.
  7. Use a clear call-to-action:
    A clear call-to-action (CTA) is crucial in making your cart abandonment win-back campaign effective. E-commerce companies should include a clear and prominent CTA in their emails, encouraging customers to complete their purchase.
  8. Track and measure your results:
    E-commerce companies should track and measure the results of their cart abandonment win-back campaigns, using analytics and reporting tools to gain insights into customer behaviour and campaign effectiveness. This information can be used to optimise campaigns and improve ROI.

In conclusion, cart abandonment win-back campaigns are an essential tool for e-commerce companies looking to recover lost sales and increase conversions. By identifying the cause of cart abandonment, segmenting your audience, personalising your messaging, using a sense of urgency, providing incentives, using a clear call-to-action, and tracking and measuring your results, e-commerce companies can create effective cart abandonment win-back campaigns that drive their marketing success.


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Marketing Automation for B2B Companies

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B2B marketing automation strategies

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B2B marketing automation strategies

Marketing automation is a technology that streamlines, automates, and measures various marketing tasks and workflows. In the B2B sector, marketing automation can be used to improve the efficiency and effectiveness of marketing campaigns, resulting in better lead generation and customer engagement. Here are some of the ways that B2B companies can use marketing automation to drive their marketing success:

  1. Segmentation and Personalization
    B2B companies can use marketing automation to segment their target audience based on factors such as job title, industry, and buying behaviour. By segmenting their audience, B2B companies can create targeted campaigns that resonate with each segment, increasing engagement and conversions.
  2. Lead Nurturing and Scoring
    Marketing automation can automate the lead nurturing process by sending targeted and personalised messages to prospects based on their behaviour and interactions with the brand. Lead scoring is the process of assigning scores to leads based on their level of engagement and buying readiness. This information can be used to prioritise leads and focus marketing efforts on those most likely to convert into customers.
  3. Email Marketing
    Email marketing is a powerful tool for B2B companies looking to reach their target audience. Marketing automation can automate email marketing by sending targeted and personalized messages, increasing open and click-through rates, and driving higher conversions.
  4. Social Media Management
    Social media is an important channel for B2B companies to reach and engage with their target audience. Marketing automation can automate social media management by scheduling posts, tracking engagement, and measuring the impact of social media campaigns.
  5. Landing Page Optimization
    Landing pages are critical to the success of B2B marketing campaigns. Marketing automation can automate the creation of personalized landing pages based on a variety of factors, including lead behavior, job title, and industry. This allows B2B companies to deliver customized experiences to their prospects and customers, increasing engagement and conversions.
  6. Analytics and Reporting
    Marketing automation platforms provide B2B companies with comprehensive analytics and reporting capabilities, allowing them to measure the impact of their marketing campaigns and make data-driven decisions. This information can be used to optimize campaigns, improve ROI, and increase marketing efficiency.
  7. Integration with Sales and CRM
    Marketing automation can be integrated with sales and customer relationship management (CRM) systems, allowing B2B companies to align their marketing and sales efforts and provide a seamless customer experience. This integration can help to improve the speed and accuracy of lead qualification and nurturing, resulting in higher conversion rates.

In conclusion, marketing automation is an essential tool for B2B companies looking to improve their marketing efficiency and effectiveness. By automating lead nurturing, email marketing, social media management, landing page optimization, analytics and reporting, and integrating with sales and CRM systems, B2B companies can drive their marketing success and achieve their business goals.


Marketa specialises in B2B marketing automation

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How to Implement Conversion Rate Optimisation

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Investing time in CRO pays off

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Investing time in CRO pays off

Conversion rate optimisation (CRO) is the process of improving the performance of a website or landing page in order to increase the number of visitors that take a desired action, such as making a purchase or filling out a form.

Here are some steps to implement conversion rate optimisation:

1. Set clear goals:
Define what you want to achieve with your CRO efforts, such as increasing sales or sign-ups.

2. Analyse your website data:
Use web analytics tools to gather data on your website’s performance and identify areas for improvement.

3. Identify problem areas:
Use heat maps, user recordings, and surveys to understand how users interact with your website and identify problem areas that may be preventing them from taking desired actions.

4. Develop a hypothesis:
Based on the data and problem areas identified, develop a hypothesis about how to improve the website’s performance.

5. Test and measure:
Implement A/B tests or multivariate tests to test your hypothesis and measure the results.

6. Implement changes:
Implement the changes that led to the best results and continue to test and measure to see if there are further improvements that can be made.

7. Personalise:
Use personalisation and segmentation techniques to create tailored experiences for different user groups, this will help to increase the conversion rate.

8. Optimise for mobile:
Make sure that your website is optimised for mobile devices as more and more people are using mobile devices to access the internet.

9. Monitor and refine:
Continuously monitor your website’s performance and refine your CRO efforts to improve conversion rates over time.

10. Use tools:
Use tools such as heat maps, session replay, and form analysis tools to gain insights and make data-driven decisions.

Conversion rate optimisation is an ongoing process that requires patience, persistence, and a willingness to experiment. By continually testing, measuring, and refining your website’s performance, you can improve conversion rates and increase the overall performance of your website.


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Getting the Most Out of Automation Agency Reviews

Getting the Most Out of Automation Agency Reviews

Automation agency reviews can be a great way to get an insight into the performance of an automation agency, but only if you know how to get the most out of them. This blog post looks at the key things to consider when reading automation agency reviews, as well as the best ways to find reliable reviews.

What to Look for in Automation Agency Reviews

  • Reviews that address specific services offered by the agency
  • Details on pricing and cost-effectiveness
  • Whether or not the reviewer was satisfied with the results

When researching an Automation Agency, it is important to look for a marketing automation consultant who can provide a personalized approach to your business. A good consultant should be able to create a tailored strategy that meets your needs and helps you achieve your goals. Additionally, they should be able to provide guidance and advice to help you make the most of the automation tools and services provided by the agency. Make sure to read reviews and look for feedback from customers to determine if a particular agency is the right fit for you.

Conclusion

  • Reviews can provide valuable insight on Automation Agencies
  • Reading reviews can help you make an informed decision
  • Carefully consider the feedback from other customers before making a choice


Marketa is a highly regarded marketing automation agency

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The Secret to Successful Onboarding Funnels

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More than a welcome email

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More than a welcome email

An email welcome journey or onboarding funnel is a series of automated email messages that are sent to new subscribers or customers to introduce them to your brand, educate them about your products or services, and guide them towards taking a desired action, such as making a purchase or signing up for a free trial.

Here are some tips on how to create an effective email welcome journey or onboarding funnel:

1. Set clear goals and objectives:
Clearly define what you want to achieve with your email welcome journey or onboarding funnel, such as increasing sales, building brand awareness, or driving website traffic.

2. Segment your audience:
Segment your audience based on their interests, behaviour, or demographics to create targeted and personalised messages.

3. Create a series of emails:
Create a series of emails that are sent in a specific sequence, such as a welcome email, a product or service introduction, a customer success story, a valuable resource or guide, and a final call-to-action.

4. Make it visually appealing:
Use high-quality images and videos to make your emails visually appealing and engaging.

5. Use a clear call-to-action:
Use a clear and prominent call-to-action (CTA) in each email that stands out and encourages the subscriber to take the next step in the funnel.

6. Use personalisation:
Use personalisation to make the emails more relevant and engaging. Personalisation can include using the subscriber’s name, recommending products or services based on their browsing history, or sending them birthday or anniversary greetings.

7. Track and analyse the results:
Use web analytics tools to track and analyse the performance of your email welcome journey or onboarding funnel and make data-driven decisions about how to improve it over time.

8. Optimise for mobile:
Optimise your emails for mobile devices, as many people check their emails on their smartphones.

9. Test and refine:
Continuously test and refine your email welcome journey or onboarding funnel to improve its effectiveness and results over time.

An effective email welcome journey or onboarding funnel can help to increase engagement, build trust and credibility with your audience, and drive conversions. It’s a powerful way to nurture new subscribers or customers and guide them through their journey with your brand.


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Tips to Make Your Landing Pages Convert to Sales

Tips to Make Your Landing Pages Convert to Sales

Creating landing pages that convert to sales is an important step in any marketing campaign. Here are some tips on how to create landing pages that convert:

1. Understand your target audience:
Understand who your target audience is and what their pain points, needs, and desires are. This information will help you create a landing page that resonates with them and addresses their specific needs.

2. Make it clear and easy to understand:
Keep your landing page simple and easy to understand. Use simple language, clear headlines, and bullet points to convey important information.

3. Use a clear and compelling headline:
Use a clear and compelling headline that grabs the attention of your target audience and communicates the value of your product or service.

4. Use high-quality images and videos:
Use high-quality images and videos to showcase your product or service. These can help to build trust and credibility with your target audience.

5. Use a clear call-to-action:
Use a clear and prominent call-to-action (CTA) that stands out and encourages visitors to take action.

6. Optimise for mobile:
Make sure that your landing page is optimized for mobile devices, as many people browse the internet on their smartphones.

7. Use social proof:
Use social proof, such as customer testimonials or reviews, to build trust and credibility with your target audience.

8. Keep the form simple:
Use a simple and straightforward form that only asks for the information that is necessary to complete the sale.

9. Use A/B testing:
Use A/B testing to test different variations of your landing page and see which version converts the best.

10. Track and analyse the results:
Use web analytics tools to track and analyze the performance of your landing page and make data-driven decisions about how to improve it over time.

It’s important to remember that creating a landing page that converts takes time, patience, and experimentation. It’s important to keep testing and refining your strategy until you find what works best for your target audience and your business.


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How to Create an Integrated Marketing Strategy

How to Create an Integrated Marketing Strategy

An integrated marketing strategy is a holistic approach to marketing that aligns and coordinates all marketing efforts across all channels and touchpoints to create a consistent and cohesive brand message and customer experience.

An integrated marketing strategy includes various elements such as:

1. Research:
Researching the target audience, competitors, and market trends to inform the marketing strategy.

2. Branding:
Developing a strong and consistent brand identity, message, and voice that is reflected across all marketing efforts.

3. Goals and objectives:
Setting clear and measurable goals and objectives for the marketing efforts.

4. Channels:
Identifying the most appropriate channels for reaching and engaging the target audience, such as social media, email, search, and content marketing.

5. Content:
Creating valuable and relevant content that is tailored to the target audience and aligns with the brand message.

6. Campaigns:
Developing and launching coordinated campaigns across all channels that support the overall marketing strategy and goals.

7. Metrics:
Measuring and analysing the performance of the marketing efforts to inform future decisions and optimise the strategy.

8. Continuous improvement:
Continuously monitoring, testing, and optimising the strategy to improve results over time.

An integrated marketing strategy can be more effective than a siloed approach because it ensures that all marketing efforts are aligned and support each other. This can lead to a more consistent and cohesive brand experience for customers and a more efficient use of resources.


Marketa is a full-service digital marketing agency and we specialise in integrated marketing campaigns

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How Effective is Email Marketing?

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Achieve ROI of $38 for every $1 spent

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Achieve ROI of $38 for every $1 spent

Email marketing is a cost-effective and powerful way of reaching and engaging with customers and potential customers. When done correctly, email marketing can be an effective tool for growing a business.

1. Targeted:
Email marketing allows businesses to segment their email list and target specific groups of customers with relevant messaging and offers.

2. Cost-effective:
Email marketing is relatively low-cost compared to other forms of marketing, making it an accessible option for businesses of all sizes.

3. High ROI:
Email marketing can generate a high return on investment (ROI) when compared to other forms of marketing. According to the Direct Marketing Association, the average ROI for email marketing is $38 for every $1 spent.

4. Measurable:
Email marketing provides detailed analytics, which allows businesses to track the performance of their campaigns and make data-driven decisions about their email marketing strategy.

5. Personalisation:
Email marketing allows businesses to personalise their messages, which can increase engagement and conversions.

6. Automation:
Email marketing software can automate repetitive tasks, such as sending welcome messages, abandoned cart messages, and re-engagement campaigns.

7. Brand awareness:
Email marketing can also be used to increase brand awareness and credibility.

However, the effectiveness of email marketing depends on many factors such as the relevance of the messaging and offers, the quality of the email, the targeting options, the subject line, the competition, and the list quality.

It’s important to ensure that the email list is composed of people who have opted-in and that the email content is valuable and relevant to them. Also, it’s important to comply with the laws and regulations regarding email marketing such as the CAN-SPAM Act and the GDPR.


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Google PPC vs Organic Search

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Learn why you should invest in both

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Learn why you should invest in both

Google Pay-Per-Click (PPC) and organic search are two different methods of driving traffic to a website through Google.

Google PPC is a form of paid advertising where businesses create and display ads on Google search results pages and other websites. Advertisers bid on specific keywords and pay Google every time someone clicks on their ad. PPC allows businesses to quickly drive targeted traffic to their website, but it can be costly in the long run.

Organic search, on the other hand, is the process of improving the visibility and ranking of a website on Google search results pages through various techniques such as search engine optimization (SEO). Organic search can take longer to produce results, but it can be a more cost-effective method of driving traffic to a website in the long run.

PPC is a good option for businesses looking to quickly drive targeted traffic to their website, while organic search is better for businesses looking to drive long-term, sustainable traffic to their website. Both PPC and organic search can be effective in driving traffic to a website, but they have different goals and target different audiences.

It is also worth noting that a combination of both PPC and organic search can be beneficial. By using PPC to drive immediate traffic to a website, and using organic search to improve the visibility and ranking of a website in the long run, businesses can achieve a more sustainable and cost-effective way of driving traffic to a website.


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