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Will Pull Marketing Generate Leads?
If you know your prospects and have their contact details in your CRM system or database, well… pull marketing may not be the most effective method to use for increasing sales leads this month. That said, it could be a viable way for converting prospects into Customers using our Triangle of Trust process if you have some very compelling content to give away to your prospects as teasers.
Folks, if you need new business from potential Customers that are currently unknown to you… pull marketing can be a highly effective weapon in your arsenal. Many people have asked us to present a list of best practices when they need more leads for their business so we collected a few of the best tips and posted them here for your review – hope it helps to answer some of your questions. If you’d like more concrete information or a customized process map, just get in touch with our sales team by filling out this form. Just to be sure that we are on the same page, please understand that it is essential to integrate push marketing techniques to support your pull marketing efforts. This helps to ensure that your brand’s buzz generates leads that you can convert into sales. A good pull campaign will:
- engage your audience in a dialogue
- compile consumer data
- build and maintain trust
- provide value to the Customer
- compile leads
- empower your Prospect and Customer
- provide an authoritative knowledge base about your brand or niche
- increase your search engine visibility
- give your Customer the tools they need to inform others about your product or brand
Here are a few action steps to get you started.
Establish your marketing objectives:
What exactly is your goal? What will you use to measure your success? Once you have established your optimal end result you can begins to lay out a road map of specific milestones which will help you to achieve your goal in a timely fashion.
Master your keywords:
Which search terms do you want maximum visibility for? B6 Group has developed a set of processes to create first page search results in Google, Bing, Yahoo and other engines for virtually any long tail keyword. Always consider optimizing the ‘buying terms’ (those keywords that carry the highest potential for commercial intent). Positioning articles, pages and lenses for a wide variety of buying terms is an effective step in each campaign. For example; instead of focusing on “widget”, strive to target phrases such as “widget price”, “cheapest widget” or “buy widget”. Microsoft has an effective tool for measuring terms with commercial intent here.
Know your PPC
Get very familiar with driving traffic for low cost using PPC. In order to achieve this objective, you will need to achieve a high quality score on your landing page which means that the page your PPC ad points to must be highly relevant to the keywords in your Ad and it helps if the keyword is also included in your URL, your title tag and even your domain name.
Empower your Customers:
A well run campaign will give consumers the tools that they need to send your brand “viral”. If you gain your Customer’s trust and provided them with value, they will not hesitate to spread the word. Integrate your brand with social media services such as Twitter, Facebook, MySpace, Digg or Squidoo. The key value to your brand in this category is that you are giving the Customer an opportunity to do your marketing for you, as well as providing valuable feedback and metrics.
Video:
Videos are useful in two primary ways. First, a video allows you to provide value to your Customer. Information always has value and a video is the most effective way to transmit your message. Secondly, a video that is hosted on Youtube, Google Video or metacafe is an excellent vehicle for traffic generation. Next time you check out a YouTube video, click the link under the user avatar and chances are you will wind up on a sales page.
Social Bookmarking:
Always distribute links to your blog posts, web pages, press releases and videos to social bookmarking services such as StumbleUpon, del.ic.us, reddit to name a few.
Interaction:
Get out there an begin a dialog, learn how to tweet, set up accounts on facebook, twitter and other social networking sites in the name of your business or your product and then personally develop the dialog with your target market. You can search for prospects, interact with them directly and even pitch them in real time but be careful… social media is extremely powerful and can have lasting results on your brand image so be prepared before you cross the line. If you always act with your Customer’s best interests in mind, you should do just fine. An examples of how to do it right can be found here.
Link Building:
Link building will increase your search engine rank and increase your online visibility. We can organize a unique linking system that is proven to place your website among the first page results for all major search engines. One easy method of gaining search visibility is to swap links with the owners of other websites, or include a url with comments wherever possible. Remember that on-site linking with good quality, long tail anchor text is equally important to off-site linking from other sites and article directories. Try to focus on optimizing each page for one single keyword and you can expect to experience a real boost in SERP rankings.
If you have specific questions or wish us to prepare a quote to help you with one of your projects, you can always reach us with questions. Remember that an effective pull marketing campaign is only effective if it is thoroughly planned and executed in a professional manner. A really effective pull marketing campaign requires months of planning and years of daily maintenance and execution.