Name: Smart Cow Marketing
Price range: $$$

Content messaging to deliver on your promise

06/21/202110/28/2020 by scmarketing

The highest-converting lead generation campaigns are the ones that deliver on what they promise. They should create a seamless transition from your ad copy and design to the deliverable itself.

Pay Per Click ad copy

When you set up your next Pay Per Click (PPC) ad copy you need to ensure that the content of the ad and call to action (CTA) that the prospect clicks on reflects what is on the landing page of your website.

Content marketing

Make sure that you’re presenting a consistent message throughout the process and providing value to everyone that engages with your lead capture.

Your lead generation campaign should mirror everything else on your website, on your blog, and within the product that you will eventually try to sell or the services you provide. If not, you’ll have a difficult time getting your lead to the next lifecycle stage.

Your campaign should be about more than just obtaining an email address. It should be about developing a new customer. This is why a dedicated landing page for your offer is really important.

Call to action

CTAs are meant to send visitors to a landing page where they can receive a specific offer. Don’t use CTAs to drive people to your homepage, for instance. Your landing page needs to elaborate more on what the ad is about – that’s why someone clicked on it in the first place. You then want that person to stay on your website as long as possible so irrelevant content will send them packing far too early.

Even if your CTA is about your brand or product (and perhaps not an offer like a download), you should still be sending them to a targeted landing page that’s relevant to what they are looking for and includes an opt-in form. If you have the opportunity to use a CTA, send them to a page that will convert them into a lead.

Lead generation strategies

Online lead generation encompasses a wide range of tactics such as CTAs and website pop-up boxes to capture emails through to digital marketing campaigns such as Pay Per Click advertising, social media networking via LinkedIn Sales Navigator and optimising your website to improve rankings in search engines.

Inbound marketing agency in Surrey

If you’re looking for qualified leads become a lead generation magnet with the help of Smart Cow. Take a closer look at our marketing services or book a consultation and we can discuss digital marketing strategy that is best to achieve your business goals.

We specialise in digital marketing for accountants as well as providing digital marketing services and web design for local businesses within Croydon. If you’re looking to grow your business, get in touch.

Find our more about lead generation strategies for your business in our blog.

CRM data: The good, the bad and the ugly

10/13/2020 by scmarketing

The quality of the data that you hold plays a vital role in the success of your marketing strategy.

It’s worth noting that lists used for email marketing decay between 20-30% each year so if it’s entered incorrectly into your CRM system in the first place then you’re not going to be off to a great start. You’ll experience a reduction in email delivery which will impact the success of any email marketing campaign going forward and your overall lead generation goals.

Quality data for your marketing campaigns

It’s key that your email addresses are validated. So, that would include people signing up to receive your email newsletters from an online form, as it’s something they have requested. This is a qualified lead.

What’s important is to review data on a regular basis and cleanse it.

The fact that we are required to include an unsubscribe link on email marketing communication is actually a good thing as this helps cleanse your list too. It’s not a bad thing that people unsubscribe when you send them an email. Let’s face it, if people aren’t interested in your products or services then it’s best, they aren’t on your list. It’s much better to have fewer, quality leads eager to hear from you than a mammoth list of contacts that are never going to engage with you or provide bounce backs as they are no longer valid email addresses.

A consistent CRM process

Go for consistency in your CRM process so ensuring email addresses, names, company detail, contact number are always added and they are added correctly.

Ultimately you want your firm to adopt the CRM system you deploy. But if the detail is incorrect when team members go to access data then very soon colleagues will become despondent and revert back to, what they think, is a trusted excel spreadsheet. This then creates the ongoing cycle of silos within a company. This way marketing will never sync with sales or business development teams and vital new business opportunities will be lost in the ether.

So, take time to get the process of inputting data instilled in your team in the first instance, that way you will reap rewards in the long-term as again and again the team will find success from the contacts entered into your system.

CRM data

The basics to include in your CRM for the benefit of your marketing strategy include the contacts first and last name. An email and physical address as well as phone number and web address. As well as any social handles whether their personal LinkedIn or company related.

It’s also useful to gather data about them about their life. Following your initial networking with your contact, these are great reminders to add to the CRM about what you discussed as this will help with ongoing client relationships, future meetings and give your colleagues insight.

Using a system like Hubspot CRM can help you access website activity so you can soon get an understanding of how often people visit the website, services viewed or eBooks downloaded.

CRM for accountants

As a Hubspot partner, we can help you with CRM for your business to help make a really effective lead generation campaign.

What’s important about any lead generation campaign is to continue to be insightful with your communication, providing answers to challenges that you know your clients face. With the insight you have as a result of your CRM, this can really help you tailor an ongoing content marketing plan tailored to your target audience.

We’re a digital marketing agency based in Croydon with a specialism in marketing for professional services firms including digital marketing for accountants.

Read our blog on lead generation strategies for your business.

How to generate leads with inbound marketing

05/27/202110/06/2020 by scmarketing

Lead generation is the process of attracting and converting prospects into a person that has indicated interest in your company’s product or service. Lead generators include things like job applications, blog posts, coupons, live events, and online content.

To understand a little more about lead generation we’ve outlined the key steps to follow to generate leads for your business.

To start with a visitor needs to discover your business. This can be through one of your marketing channels, such as your website, blog, or social media accounts.
That visitor then clicks on your call-to-action (CTA). This could be an image, a button, or message that encourages website visitors to take some sort of action.
The CTA takes your visitor to a dedicated landing page, which is a web page that is designed to capture lead information in exchange for an offer.
You want your offer to be something of value on the landing page, like an ebook, a course, or a template. The offer must have enough perceived value to a visitor to merit them providing their personal information in exchange for access to it.
The form for a visitor to complete on your landing page consists of a series of fields that collect information in exchange for the offer. Forms are typically hosted on landing pages, although they can technically be embedded anywhere on your website. Once a visitor fills this out, you have a new qualified lead!

Put these elements together and you can see the start of a great lead generation process for your inbound online marketing campaign.

You can use your various digital channels to drive traffic to your landing page to start generating leads.

Lead generation channels and tactics can include email marketing, social media marketing, Pay Per Click (PPC) campaigns and blog posts which can all lead to a landing page with an offer.

Inbound marketing London

As an inbound marketing agency specialism in marketing for accountants, we would look at your business, understand your objectives to then tailor an inbound marketing campaign encompassing tactics that will help you achieve your goals.

If you’re looking to grow your business, talk us through your current position, where you would like to be, your target audience and objectives and we can work on a digital marketing strategy proposal for you.

Download The Beginner’s Guide to Generating Inbound Leads.

Inbound marketing writing content on laptop

Why more businesses are turning to inbound marketing

06/14/202109/07/2020 by scmarketing

Inbound marketing is a marketing strategy that more and more businesses are turning to for qualified leads. Here we look at why and how inbound marketing can help your business become a lead generation magnet.

Inbound marketing is targeted

Using inbound marketing as part of a business growth strategy ensures a much more targeted campaign which hits prospects and qualified leads at the right time. Whether that’s through your email inbox, social media feed or search engines. As such inbound marketing is about engaging and growing brand awareness and trust with qualified leads – a person who could become a customer.

Inbound marketing is less intrusive than the traditional marketing approach or outbound marketing which is based more around activities such as cold calling, telemarketing or perhaps taking an exhibition stand at a trade show. As technology gets superior, so to do the methods of how we can shield ourselves from receiving unwanted calls or emails.

Inspire and engage your target audience

Inbound marketing is all about creating inspirational content that will attract customers to your business. It’s about creating solutions to problems that your target audience is facing and providing relevant information that will be of interest. This gives you the opportunity to engage further.

That’s why we’re seeing a shift to inbound marketing tactics as businesses see the benefits of this more sensitive and tailored approach.

People sign up to newsletters and follow businesses on social media therefore they are already saying that they want to hear more. This is why it’s vital to keep content relevant so that you can continue to engage.

Why spend an exhaustive amount of time speaking to people who are uninterested in your products or services, when you could spend time building on awareness of your brand through blog content, social media and targeted email marketing campaigns.

Ongoing engagement with your audience in a way that they want to hear from you shows you are interested in them. This constant drip feed of relevant content helps position you as a thought leader and makes for a personalised experience. It shows that you understand their business needs and in turns helps you to generate more qualified leads.

Lead nurturing and lead conversion

Creating regular, quality content for your target audience is part of lead nurturing which is essential as a sales journey is very rarely a one-stop shop. These potential clients and your existing customers will all be aware of your competition, researched your services and looked at online reviews long before they start speaking to you. Therefore, your continuous content marketing with targeted, tailored messaging will place you as an authority in your field placing you in front of your ideal clients and so helping towards lead conversion.

Inbound marketing agency Croydon

Talk to us about becoming a lead generation magnet and using an inbound marketing strategy to gain qualified leads. As an inbound marketing agency in Surrey, we work with a wide range of local companies including professional services firms including accountancy firms providing inbound marketing for accountants.

Book a free consultation to chat with our digital marketing team and we can create a tailored plan in line with your business development needs.