Well here we are, in 2021, and the marketing trend is still gearing towards everything virtual.
In-person events are up in the air and when you rely on them as a business it can be frustrating, to say the least especially when online events and other marketing initiatives can be quite expensive.
Well, there are 5 affordable ways you can still be successful and generate quality leads without leaving your bank account empty.
#1- Consistent Content
We all know content is king (or queen for me) and creating content consistently is key. But don’t just create content to create content. While writing content is free it still requires time and research.
The average blog post takes three hours and 55 minutes to write. This doesn’t take into consideration image creation, formatting, SEO optimization, promotion, or other aspects of publishing content. That’s the data according to the Orbit survey.
So, you need to do the research on what your target market needs are, what they are searching on, and what pain points you can help them with. Take the time to write great content that will come up in searches. Same for your website, make sure you update content on there as well, add in those keywords your customers are searching on, keeping it fresh for search engines.
#2 – Email
Email marketing is an effective lead generation strategy–hence why it has an ROI of $38. It is just one of many steps in the lead generation process.
This is when you start to build a relationship with your audience and when they get to know, like, and trust you. This is where you showcase your style and brand. Are you fun or quirky, business professional, or elegant? Whatever your style is make sure it shows in all of your content. Let them see who you really are.
Emails are a great way to communicate, educate, and invite. Not sure what to email.
- your latest blog post or a blog post series
- invite them to a webinar
- share some tips and tricks.
- send out a survey and get their feedback
Email is a great way to stay engaged with your audience and be top of mind. It is important to have a good email strategy. You don’t want to email too much or too little. Give your audience options. Do they want to receive your newsletter, event invites, or blog update? This can all be done in your email preferences tab. Existing customers need options too. Do they want to know about the latest features or customer-focused events? Give them the content they want so you don’t end up in their spam folder.
#3 – Lead Magnets
After you have created all this great content what are you going to do to get them to take the next step?
This is where your Call To Action (CTA) plays a huge role in all of your content marketing initiatives. Not only do you need great content but you need a reason why they should read it. What are they going to get from it?
To build trust you have to give more than you take.
Your CTA could be one of the following:
- Free trial
- Webinar invite
- Video tutorial
You can include leads magnets in your blog posts or emails. Because those should have some call to action. Every marketing initiative should have a goal, an outcome, something that you want them to do.
#4 – Ads
These can be a somewhat inexpensive way to get your lead magnet into the hands of the right people. You can use LinkedIn and Google Ads or whatever social media platform that you use for your business.
Ads are only as good as the content you put in them. You should do some research first on what platform your audience uses the most, again what are they searching for, and then create a fun and engaging image to get them to want to click on it.
#5 – Collaboration
This is the one thing that doesn’t seem to stand out or come up in search engines. After all that has transpired over the last year, marketers had to come up with new, out-of-the-box ways to help keep the lead funnel going.
This was one of my tasks and so I took it into my own hands and started collaborating with fellow ISVs and working on joint initiatives such as webinars, blogs, and virtual events.
It has turned out to be a huge success which is why I started The ISV Society. I wanted to provide an affordable way to help ISVs be successful. This yearly membership is a way for me to help you create great content with joint webinars and blogs, emails, and monthly mastermind sessions.
Virtual events are so expensive ($10,000 to get a session) and 1 webinar can cost over $4000. You can join THE ISV Society for only $4,000 a year.
Click here to learn more!