Steal These Lead-Gen Shortcuts from 8 Inventive Campaigns

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It seems like anytime I get deep in conversation with a coworker at Leadpages, I end up learning something totally unexpected about them.

Like that they had a whole other career (or two) before doing what they do now. Or they’ve developed extraordinarily deep expertise in a different industry through consulting. Or they’re using the marketing knowledge they’ve developed at Leadpages to help a family member get a business off the ground.

No matter how different the paths that took these people to Leadpages, one thing always becomes clear in these conversations: they’re united in their endless curiosity and drive to figure out how Leadpages can help business owners in their area of interest generate more leads and grow faster.

The Build My Business series lets them explore that question by creating start-to-finish digital marketing campaigns for a fictional (but plausible) business of their choice. In each Build My Business post, an in-house expert or hobbyist chooses a business, a goal, and a digital-marketing-driven way to get there.

There’s just one thing you might have missed, even if you’ve read some of these posts. Many of the marketing tactics inside don’t just work for the business model being considered. They have the potential to make digital marketing a lot easier for a wide variety of businesses. Today, I’m taking a look at some of the coolest and most widely applicable ways we’ve found to make the path between site visitor and lead—or lead and customer—much shorter.

If you think of every eventual customer’s story as a journey to conversion, these are the little workarounds that shave a couple miles off that journey.

To see how these tactics fit into a larger marketing strategy, you’ll want to download our Build My Business Mega-Pack, which includes things like campaign diagrams, landing page templates, and resource sheets for the campaigns referenced in this post. Get the free collection here:

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Which of these 8 ideas could get leads into your database and customers through your door a little faster?

1. Shorten the Path from … Coupon Clipper to Customer

The shortcut: An effortless virtual coupon sequence

What you need to steal it: A service-based business, a LeadPages account, and an online appointment booking system

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Build My Business: Getting Lifelong Members for a CrossFit Gym

Build My Business: A Fitness Marketing Campaign for a CrossFit Gym

Editor’s Note: Welcome to the latest installment of our Build My Business series, in which our in-house experts and insatiably curious marketers show you how they would use LeadPages® to launch a campaign for a very specific—though hypothetical—business purpose. This week, videographer Adam Ruhland expands on a thought he’s often had while working out: what would it take to successfully start a new CrossFit studio?

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I’ve been a member of multiple CrossFit gyms over the past four years, and as a marketer, I keep coming back to one thought every time I’m working out: what would it take to start a business like that from scratch?

You’d have no members; you might not even have an audience to market to. Opening a new fitness business is pretty expensive, given the amount of equipment you need to purchase. I did some research and discovered that a CrossFit gym typically requires $50,000–$150,000 to get off the ground.

To recover that investment, you’d need a powerful marketing strategy that gets people in the door quickly. That’s what I set out to build with this campaign.

Every piece of this campaign is pretty simple on its own, but it gets complex as you put them together. That’s why I’ve worked with our design team to create a full-color PDF campaign infographic you can follow on your own. Click below to download a free copy:

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The Challenge: Attract Long-Term, High-Value Members to a New CrossFit Gym

One thing working in my imaginary fitness studio’s favor is the pricing model. Most CrossFit gyms offer only group training and can charge a premium for memberships—generally $100–$200 a month. High membership fees coupled with marketing that emphasizes that I’m offering a premium product will allow my gym to break even sooner with fewer members.

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Where Do Boring Marketing Emails Go to Die? New Data Shows What Your Email Stats Are Hiding

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In a rational world, email marketing would go like this …

Someone opts into one of your email lists because they think your content, products, or services might be of interest to them.

When they start receiving your emails, they open them. (Or at least most of them; after all, everyone gets overwhelmed by email every so often.) Ideally, your excellent content will convert them into a customer in short order.

But say your subscriber doesn’t convert right away. Maybe they even start to feel like you’re sending too many emails, but they still want to keep in touch. So they click the handy “Update Subscription Preferences” link that you’re certain to include in every email and adjust the frequency downward—maybe to once a week.

That should do it, but in a worst-case scenario, say your subscriber actually stops being a part of your target audience. Maybe you run a dating site and they get married; maybe you market to small business owners and they retire. In this case, neither you nor the subscriber benefits when they remain on your list. So they simply unsubscribe.

Given all that, your subscriber count is a pretty good reflection of the size of your email audience. On the flipside, your unsubscribe rate indicates the (hopefully small) percentage of people who have tuned you out.

Right?

Well, not exactly. In fact, a survey we conducted this month reveals that fewer than half of U.S. email users can be expected to behave according to this rational model.

At LeadPages, we specialize in super-effective list-building tools—but we also know that who those leads are and how you follow up with them make a huge difference to your ultimate success rate. And while email list size is an important metric for nearly any business, we wondered: how accurately does it reflect the size of your actual audience—the number of people who are really paying attention?

To find out, we ran a survey via Google Consumer Surveys, taking a sample of 1,000 email users from across the U.S. We asked them one big question:

”When you stop being interested in emails from a particular company or organization, what do you usually do?”

Here’s what we learned:

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43 Lead Generation Ideas (That Actually Work)

43 Lead Generation Ideas (That Actually Work)

When you start a new business, you can get pretty far on one initial burst of entrepreneurial energy.

You have a great idea. You have the passion and knowledge to make it real. And you probably have a pretty good sense of where you can find your first few customers, whether they’re contacts from a past role or members of your community. (If you didn’t know where to find any customers, you probably wouldn’t be starting this business at all.)

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With all that going for you, you can build up quite a bit of momentum. It’s easy to imagine your growth trending indefinitely upward.

But as the climb gets steeper, you may find yourself slowing down. And it’s not because your business model is flawed, or you’re not good enough at what you do.

It’s just that many of the new customers you imagined you’d find … are staying stubbornly imaginary.

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