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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.

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.

Your inbound marketing guide for accounting firms

06/21/202106/11/2020 by scmarketing

Inbound marketing is focused on lead generation to attract quality clients from qualified leads interested in your accounting services.

An inbound marketing strategy is about building brand awareness and trust through thought leadership content. Certainly, in the current COVID-19 situation it’s about sharing insightful content that will help your potential customers.

Adding context to your marketing activity that’s relevant to your audience is key to success.

Inbound marketing strategy for accountants

We recommend that you take time to understand who you are selling to. An accounting practice will know from experience who their main clients are. Therefore, create an imaginary persona based on this. What are the challenges that your target audience faces? Empathise with their requirements and personalise your content.

It’s all about appealing to your relevant prospects to reach those quality leads interested in your accounting services.

Think of your overarching message and USP – why should someone come to your accounting firm as opposed to another? What are you offering that’s different and make is specific to your target audience?

Download The Beginner’s Guide to Inbound Marketing to help you create your marketing strategy.

What does inbound marketing include?

There’s no one size fits all to inbound marketing, even for an accountancy practice.

There’s a number of inbound marketing tactics that a digital agency will draw on to create a strategy to generate traffic for your accounting firm. Here’s an overview of digital marketing tools.

What to do first with inbound marketing

Your website is at the core of your business, it’s your shop window. So, a review of your current site is a key first step to take.
Think of the keywords you want your accounting firm to be found for. If your expertise lies in outsourcing services such as bookkeeping, payroll and VAT returns, then make sure you have content that answers questions for your potential clients covering these topics.
Make sure your website is easy to navigate. A lot of websites these days are Content Managed Systems (CMS) so you can generally make quick fix updates yourself. If you have trouble updating anything then get in touch with a digital marketing agency that manages web design and development. We offer free consultations and can provide a proposal based on your requirements.
Have you completed your Google My Business page? It’s free to do and is the ultimate directory to be on providing quality links back to your website.
An ongoing content marketing plan is also key. This will help position your accounting firm as a thought leader in the sector. So, think of adding a blog to your website or more up to date articles as this provides great new content for a website. Having already implemented your keyword research, including relevant phrases in your new blogs will help search engines find your practice.

Working with an inbound marketing agency in Surrey

As a digital agency for accountants, we would look at your business, understand your objectives to then tailor an inbound marketing campaign for your firm encompassing the tactics that are right for your goals.

Why not contact us for a FREE consultation? 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 proposal for you.

In the meantime, Download The Beginner’s Guide to Generating Inbound Leads.

Navigating the modern sales process

06/19/202006/03/2020 by scmarketing

Technology and analytics are making it possible for us as marketers to tailor messaging and identify how we strategically place ads, who to target and in a timely manner. But it’s not the marketing and business development teams that are leading the charge. No, the tables have turned.

Consumers are extremely savvy. Everything for the buyer is now at a touch of a button. So, it’s no longer about a sales team closing a deal, it’s about how your business can help.

Here’s our marketing tips on navigating the sales process today so that you implement a successful marketing campaign to generate leads.

What’s the problem?

Do your market research before you get in contact. Has a prospect visited your website? We recommend to our clients to include tactics such as e-newsletter sign up options of forms to download free ebooks.

So, not only are you already helping your prospects by giving them information for free, you are now knowledgeable about what services they are interested in and have a point of discussion when you do contact them.

The decision

The decision to purchase a product or book a service is not as a result of a scripted conversation. It’s very much in the buyer’s court.

The 3 stages of decision making are:

Awareness: A potential client is aware they have a challenge they need to overcome. So, they begin to search widely online.
Consideration: A potential customer has researched and now understands the solution they need for their problem. This may be through Google ads they’ve seen, testimonials or advice on social media. The awareness touchpoints are endless, but these are vital to build trust to move your prospect into this consideration phase.
Decision: The buyer is now searching for specific key phrases (or keywords in search engines) as they know what they want. But, they now need help to purchase it. A chatbot conversation on your website for starters can help filter a response and get the answers your customer needs in a timely manner.

How to get quality leads

It’s about tailoring the sales and marketing process so that you help guide your customer. By creating specific marketing plans for your target audience not only makes the process pleasant for the customer but it helps make your business efficient. By taking time to understand your audience’s challenges and needs, your customer makes a purchase or registers for a service that is right for them. Your customer is then happy, leaves good reviews online, this is then seen by another potential client and the cycle starts again.

Book a consultation

If you would like help with your marketing strategy to nurture leads through your sales funnel, then get in touch with us and book a free consultation. We’re a digital marketing agency in Croydon which also has a specialism in marketing for accountants.