Strategic Marketing February 13, 2020By: Denise DeSimone

In businesses, every action is directed by the same underlying goal: increasing leads and conversions. Whether you’re creating a strategic marketing plan or investing in your business, the goal is to convert as many prospects into secured leads.

With only 22% of businesses satisfied with their conversion rates, there is considerable room for improvement. While marketing budgets have increased in the past few years, dwindling conversion rates signal that there is a need to focus on this aspect.

Merely investing in marketing efforts to increase exposure (and traffic) isn’t going to cut it. Getting more traffic to your website does not guarantee an increase in conversion if you aren’t driving the right traffic. The quality of the leads determines profitability and whether those leads will turn into long-term, loyal customers.

What is Strategic Marketing? How Can it Increase Conversions?

Strategic marketing plays an integral part in converting your leads. Not only does it increase brand awareness (top of the funnel), but it can also be used to provide users with relevant information that guides their buying process.

Here are a few tips to help you make the most of strategic marketing during the conversion process.

Leverage Social Media Marketing

Having a social media presence is vital to the lead conversion process. According to the Content Marketing Institute, about 83% of B2B marketers use social platforms as a primary lead generation tactic. That means social media is not just an excellent tool for engaging with customers, but also great for increasing conversions, according to 92% of marketers.

Using social proof to ensure customers can and do trust in your products and services also gives you a significant conversion boost when it’s done right. Since customer trust leads to purchase intention, customer reviews and testimonials go a long way in building credibility. Research has found that 92% of the people trust product recommendations before the actual purchase.

This credibility is the lifeforce of conversion success because customers prefer to buy from businesses that display reliability and consistency. Companies can use social media platforms to showcase testimonials and reviews and also share information about the latest deals or promotions with followers – ultimately leading to increased conversions.

Google Ads & Analytics Support Lead Generation and Conversions

When a potential customer is searching for a product or a service, they are likely going to ask Google first. 93% of B2B buying processes begin with a search. So naturally, your brand should be present at the top of the search results to increase conversions.

This statistic highlights the significance of paid advertising in your search marketing strategies – especially when Google already puts considerable emphasis on ads over organic listings. There is no denying the importance of Google for lead generation -but how do you leverage it to convert your leads?

Google Ads allow you to re-engage visitors who previously visited your website but left without taking any action – placing your products in front of them as they search online. Google Ads also allows you to track all your data from previous pay-per-click (PPC) campaigns and test your landing pages to figure out which pages can deliver maximum conversions.  

E-Mail Marketing Leads to Lead Conversion

E-mail marketing is a crucial element for generating and converting leads. Total spends on e-mail marketing in the US alone reached $350 million back in 2018, and this will continue to grow for the foreseeable future.

Once users subscribe to your e-mail list, you must continuously find unique ways to engage with them. For instance, the use of ‘gamification’ will keep the customers engaged with your brand, improve visibility on social media, and ultimately improve the e-mail conversion rates.

For e-mail marketing to be an essential driver for lead conversion, certain factors need to be kept in mind–creating explicit calls-to-action, designing valuable content, and sticking to a schedule. It’s important to send out e-mails regularly and consistently to increase your subscriber list and gain more conversions.

Additionally, make it as easy as possible for your leads to purchase when they want to. Create product-specific e-mails with a clear call-to-action button that leads to straightforward landing pages.

In the world of digital marketing, lead generation can mean different things to different companies, and each is entirely valid. For example, for an e-commerce business, a paying customer is the ultimate lead conversion. But a B2B company, on the other hand, could consider a visitor filling out the contact form to be their top goal. Either way, everyone wants more leads and more conversions, and strategic marketing tactics can help them get it.

Want to talk more about strategic marketing tactics that will lead to better lead generation and conversions? Let’s talk