SKC Insights

Generating leads - both high in quantity and quality - is a marketer’s most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in ten marketers feel their lead generation campaigns are effective. What gives?

There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know which parts need fine-tuning. To break it down, the best lead generation campaigns contain most, if not all, of these four crucial elements: an offer, a call-to-action (CTA), a landing page, and a form.

Here are SKC's 10 favorite tips and tricks for lead generation:

1. Leverage Newsjacking

When something is buzz-worthy, it creates high demand. In situations like this, you can align offers with "what's trending." Companies will often leverage newsjacking for this type of technique and it works very well for offers, too. For example, when the personal information of millions of people were exposed by the Equifax and Capital One breaches, SKC client Stellar Cyber took the opportunity to display how their security AI could have prevented it. 

2. Create Offers for Different Buying Stages

The most common offer is "Contact Us." Sure, you want all your prospects to talk to sales, but not every one is ready. Someone at the top of the buying cycle may be more interested in an informational piece like a guide or ebook, whereas someone more committed at the bottom of the cycle might be more interested in a free trial or demo. 

3. Use High-Value Offer Formats

Not all offers are created equal. Some "formats" of offers perform better than others at converting leads. For example, what's more valuable, a whitepaper or an ebook? It's important to test different types of offers with your audience to determine what works for them. While ebooks tend to generate the most leads, you may find that reports, videos or other formats do better for you.

4. Blogging Brings in the Leads 

According to HubSpot's recent State of Inbound report, marketers who prioritize blogging efforts are 13x more likely to see positive ROI. This proves that blogging is a highly effective channel for

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Once upon a time, companies large and small relied on an overwhelming number of tools to market and promote their companies. Marketers were inundated by clumsy spreadsheets, a plethora of e-newsletter programs, separate social media accounts, blog extensions, and analytics tools galore. Then along came marketing automation platforms – HubSpot, Marketo, Infusionsoft etc. – with a unifying automation approach that changed the way we do marketing forever.

Today, many companies are reaping the benefits of martech and marketing automation and their belief in it is evident in their spend, now expected to reach $25.1 billion annually by 2023. What have these companies gained by leveraging marketing automation? How have their businesses and marketing and PR processes improved?

Here are 5 ways HubSpot and other marketing technologies boost your business.

 

1. Magnify Results for Your Business

If you think your marketing team is already doing amazing and don’t need any supplemental technology, think again! As Bill Gates said, “Automation applied to an efficient operation will magnify the efficiency.” Any team can benefit from marketing technology to amplify their best qualities and minimize their faults. Take I-Vitae, a company whose adoption of HubSpot turned their static webpage into a conversion funnel that brought in leads 34 times more than just their non-supported efforts alone. Their team members were very good, but with supplemental technology, they were gangbusters!

2. Your One-Stop Marketing Launchpad

Nowadays, businesses have multiple social media accounts along with websites, blogs, emails, and analytics pages. Logging into five, six or more different accounts doesn’t give you a complete picture. But consolidating your channels

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Public Relations and digital marketing have a common goal. Both want to increase visibility and awareness, but while one is about your relationships with customers and prospects, the other is more about your relationships with reporters and media outlets.

A healthy marriage of the two disciplines benefits each side — making each one stronger than it would be on its own. PR gets access to digital audiences beyond their traditional sphere, and digital marketing gets the experience of tried-and-true methods of communication. And you get a cross-channel strategy that can’t be matched that provides the following 5 key advantages to your business.

1. Amplifies Your PR Efforts

By incorporating digital marketing tactics into your PR activities, press releases, thought leadership articles, case studies, and press coverage can be spread and amplified through new channels. Reporters will be able to find information on your business through twitter or a google search. Backlinks and/or SEO key phrases in your press release can boost viewership of a piece of news to a whole new audience. Sharing contributed articles or coverage clippings on social media extends PR to your followers and beyond. PR materials are also a great source for content-hungry channels and for content marketing where you can chop up a release for a blog post or whitepaper.

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When Steve Jobs received his first big investment for Apple – $250,000 from angel investor Mark Markkula — it was meant for the development of the new Apple II product, the first major Apple product to hit the masses. However, before he started investing in new hardware, Jobs hired the best PR professional in Silicon Valley, Regis McKenna. Jobs knew before he could focus on building the products that would launch his company that he needed to have a PR plan in place.

Jobs embraced PR, and so do Richard Branson and Bill Gates. How about you? In fact, Gates once said, “If I was down to my last dollar, I’d spend it on public relations.” And these business titans aren’t alone in their fervent faith in PR. Many executives from companies feel the same.

Here are 14 reasons why:

 

1. Master Your Message

If you don't tell your story, others will tell it for you. Avoid negative or misleading press by presenting the best version of yourself with public relations.

2. Differentiate Yourself

With so many products and services out there now, it is far too easy for customers to get overwhelmed. Good PR programs can make you stand out from the pack. As Seth Godin says, “People do not buy goods and services. They buy relations, stories and magic.”

3. Create Buzz (and Adoration)

Do you have a product coming out? Start building that fan and customer base by influencing the influencers. Stoke that excitement with social media, bloggers, journalists, grant interviews, offer reviews and you’ll see awareness evolve to adoration.

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The customer of today is no longer the customer of yesterday. With competitors offering more and customers’ expectations growing, companies are struggling to deliver their messages and gain market share. Think about it. Traditional outbound marketing—advertising, cold emails, cold calls, snail mail and trade shows—are not yielding results like they used to. So, what’s a company to do to stand out from their rivals and attract more prospects and customers?

Here’s where Inbound Marketing comes into play. Inbound marketing – a customer-centric approach to providing helpful content and experiences to meeting prospects’ needs and challenges – is a strategic and wholistic marketing practice that brings together a plethora of techniques ranging from blogs to podcasts to videos to SEO to social media, and more, to spur companies onto unprecedented growth.

Here are 10 ways Inbound Marketing, sometimes referred to as “digital marketing” or “content marketing,” can benefit your company:

1. Increases Web Traffic

Most company websites are static brochures. Inbound turns yours into a helpful resource that will have customers returning to again and again. Content offers (like e-books, white papers, reports), blog posts, and social media are all inbound marketing avenues that channel traffic to your website. By continuously producing content, your audience will keep returning to your site, thus keeping up your traffic while new traffic funnels through your channels.

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