Category

Lead Generation

Photo illustrating podcasting

What can podcasting do for you?

By | Lead Generation, Social Networking | No Comments

Podcasting can take many forms. Perhaps the strongest is an episodic series of informal discussions on topics, issues and themes directly related to your sector.

Podcasting is an excellent way for a company to both deliver information about their services and to promote themselves to potential clients. They are easy to create and a great opportunity for a  business to give their social media accounts something to ‘bite on’. Ultimately they will help get traffic to their websites and to engage and inform their prospective customers.

So, what are the key things to note when you venture into the world of podcasting?

Use the expertise in your company when podcasting

In 2019, expertise, authoritativeness and trustworthiness will be the key to improving your search ranking and to engaging your prospective customers (see this excellent summary of SEO trends in 2019 for more information). Podcasts can give a voice to the experts in your company that will inspire trust in the listener so draw on your own knowledge base.

Short and pertinent episodes are best 

It is vital to keep your listeners attention, so short and punchy podcast episodes are key. The good thing about this is that each episode can hone in on a specific area of your business, building that ever-important feeling of authoritativeness with your listeners. Focus is your watchword.

Remember your audience

Aim your podcasts at the listener. The first step is to define and structure your episodes. Ensure they are addressing the issues and topics that give value to your customers. Whilst they can be a powerful promotional tool for your business, podcasts can also be a good way for a company to reflect back on their own services and products. This makes them a useful tool for disseminating information and news internally. It is crucial that your podcast balances information with promotion and that it is produced with the listener in mind. Remember that preparation is everything.

Remember to promote your podcast

Once you have a batch of episodes under your belt, you will need a plan for promoting them and getting them out to your potential customers. It’s a good idea to treat them like blog-posts perhaps stagger their release over time and ensure that each episode has a big push on social media. Planned correctly, episodes can be timed to coincide with news and events in your sector. Think big.

Link episodes to bonus material

Don’t just stop at podcasts. Take the opportunity to simultaneously release blog-posts, white-papers or infographics on the same theme as the podcast episode. Maybe accompany your podcast episodes with ‘show notes’ summarising the discussions. A well curated content strategy will instil trust and confidence with your potential customers.

For more information about how we can help you get your podcast off the ground, or how we can get your podcast in front of your potential customers, contact us now.

Ross Poldark

Poldark and Lead Generation

By | Lead Generation | No Comments

Poldark – the BBC series set in the late 1700s in Cornwall featuring a brooding and unfeasibly toned copper mine owner seems like an unlikely source for a digital marketing blog, but the story reveals techniques and approaches that  can help lead generation in companies. Below are some of the things that the surly-but-ripply Ross Poldark can teach us:

1. Poldark takes advice.

He employs a specialist engineer who knows the sector and has the right theory to know how best to target, but he also keeps his ear to the ground, listening to the people at the coal-face (copper-face?) who have the instinct and experience. Talk to the experts.

2. Poldark has the right information.

His collection includes maps of the mine systems, including one that is closed but only partially explored. He has the data that, coupled with the advice, gives him an idea of the best approach to exploiting the material and assets he has. He knows the lie of the land before he digs down into it. Get good data and do your research.

3. Poldark knows that it’s best not to focus all his energy on one mine.

He sees opportunities in other systems on his land, even a mine that has been abandoned. He sees how mines can join up and recognises the benefits in constantly changing gear in his quest for copper. Speculate to accumulate.

4. Poldark uses modern technology (a water pump), he resurrects a closed mine.

Poldark knows that investing in the latest techniques can deliver. Know what the latest trends and technology is. Don’t get left behind.

Finally, as with scything hay in a field in Cornwall, if approaching companies it is often best to do so without a top on.

That last tip might be a lie.

For more advice about how we can help you with your lead generation through digital marketing, get in touch.

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Image illustrating call to action

Calls to Action – how to make them work for you

By | Lead Generation | No Comments

In marketing terms, a call to action  is a piece of content that is designed to encourage your potential customer to perform an act. For example on a webpage it is the button, or the linked text, that funnels your visitor through to the page where they can contact you or make a purchase.

This sounds simple, and indeed on the surface it is. But there are a number of nuances you need to be aware of when constructing your call to action. Amongst other things, a well-crafted call to action will take into consideration the requirements and psychologies of your clients, the needs of your business and the technical optimisation of your website.  To create a call to action that works to attract the attention of your potential customers and to funnel them to the correct webpage requires skill and experience. It is advisable to get in touch with a digital marketing specialist for advice.

With this in mind, below are some hints to help you get started:

  • Use positive text that describes the action directly

Avoid ‘click’, ‘enter’ or ‘select’ but instead try ‘contact us’, ‘view our services’ or ‘buy here’. Think about creating a feeling of urgency to inspire your visitor to make a positive move. Consider using motivational phrases that focus on the values of what you are offering – remember that the sale can depend on the text you use.

  • Make it stand out.

If you are using a button, make sure it is clear. It should be designed to be consistent with your website but with a bold and contrasting colour that draws the eye. Make sure the button has white space around it so it doesn’t become lost in the detail of the rest of your page.

  • Make the text readable

The text on the button should be clear and legible. Pay attention to font, font size, spacing and whether your text is uppercase or lowercase.

  • Positioning is important

Position the call to action on the page where your website visitor can see it without scrolling down. This is a common mistake – there is a tendency to place the call to action at the bottom of the page after you have outlined all the other information, but it is important to place your call to action on the page

  • Test your calls to action.

Maybe create two or more versions of your page with variations and analyse the different results. Testing is a vital part of conversion rate optimisation, so it makes sense to include the position and look of your call to action as part of this process.

 

Designing calls to action is more involved than it might first appear. With the right mindset and some guidance, however, it need not be difficult. The key things to remember are that it should stand out, be legible, be motivational and appear in the correct position on your webpage. Finally, it is crucial that you test to ensure effectiveness.

And so, having said all that, follow the link below for more details: