1. What is their demographic information?

To perform more targeted offline and online marketing, collect demographic information about your personas. It also helps to paint the whole picture of who your personas are. For instance, are they married? Are they male or female? What’s their household income? How old are they? Where do they currently live? Do they have children? This is a great place to begin sketching your personas to be able to formulate a clearer definition of your customer type.

2. What is their job and level of seniority?

The level of importance you assign to your persona’s career and seniority level does depend on the product or service you’re selling. If you’re a B2B, this information becomes crucial. If your persona is at a senior management level, they are the ultimate decision-makers. This is where you need to really ‘WOW’ them, as opposed to someone at an introductory level that might not be able to make those purchasing decisions. Determining their goals is important to be able to cater the conversation to where it will appeal them. Communication is key in sales and marketing, therefore researching your persona’s career will direct you on how to approach the conversation to appeal to them.

3. What does a day in their life look like?

After gathering information about your persona’s characteristics, you can put together how a typical day in their life would run. Define the difference between where they are and where they would rather be. What their hobbies are, what kind of car they drive. Going through this exercise will help paint the picture of what your target audience. Therefore, you can keep the message you’re sending across consistent.

4. What are their pain points?

Think about it. You are in business because you’re solving a problem for your target audience. Go into detail, and focus on the clues that will tell you how the problem makes them feel.  For example, imagine your product is a Real Estate software system. You might have a persona who just got their Real Estate license. They probably are a little intimated by the prospects of finding the right homes for their clients. They will have a need for your product, however, you need to hit their pain points to make them realize that they need you. These pain points are going to differ from a more advanced agent who has years of experience under their belt. They still are in need of your product, however, the points you want to hit on will differ

5. Determine what their values and goals are:

What is it that they do and don’t care about? Ask yourself what would make your persona get excited about your product. For example, that fresh new Real Estate agent probably values a product that makes searching for homes easier and user-friendly. Address these pain points to paint the picture for your prospects.

What are their expectations? If a persona is looking for a product like the one you are offering, make it clear the expectations they should receive from using your product. Don’t oversell here, or build false expectations. A persona will appreciate honesty and a plain and simple explanation of the product.

8. What common objections are you getting?

If you anticipate the objections your persona might have, you will have the advantage of pre-empting them. Educate them on what you have to offer, and how it will better help their lives, and take away any fears right away. What would make them hesitant to buy your product from you or any competitors? What might be their fear of switching over to using your product from what they are currently using?

220 Marketing specializes in Online Marketing and Management for industries such as Insurance Marketing, Real Estate Marketing, and Mortgage Marketing.

The post Determining a Buyer’s Persona appeared first on 220 Marketing Group.

Promoting your incentive after it is online is just as important as creating an offer people will respond to. Here are 17 opportunities to promote your hard work that you are probably missing out on.

1. On every website page:

Link to the promotional landing page with call-to-action buttons on every page of your website. Tailor each button with the content on the page and only place relevant promotions for visitors to get the best results. The only place that it is not a good idea to have call-to-action buttons is on the landing page itself as it will distract people and take them away from the form you are trying to get them to fill out.

2. In a website content library:

If you have a few offers going on at the same time (special holiday promotions?) create a page dedicated to all of your offers on your website. This will allow people to browse through and choose an offer that fits them best and exposes them to other offers they may not have been looking for.

3. On your blog:

Post a call-to-action on your blog. Be sure that the offer is relevant to the content of the blog, and let them know what they will be able to get even more information by visiting that link. Adding banners to the sidebar of your blog advertising your best offers will also gain exposure for your promotions.

4. Within other offers:

While it may seem like information overload to provide an offer within another offer, this may help clients make that final step of doing business with you. If you provide other offers within information you have given out to prod them along and keep them moving, this will help encourage them to finally commit to doing business with you.

5. In anchor text:

Don’t limit your promotion to call to action buttons. Add anchor texts that link to your offers to provide as many opportunities possible for them to visit your offer page. This can be done by linking appropriate keywords within your website, blog posts, and eBooks that are relevant to your promotion.

6. Within news releases:

If your company uses press releases to promote your business, follow the same practice you would with anchor texts. This will not only help promote your special offers, but will also help make your release more SEO friendly!

7. In guest blog posts:

If you use guest blogging to build links to your site on the internet, adding links to your landing pages will not only help you generate inbound links, it will also funnel more traffic to your promotions page.

8. In dedicated email sends:

Because you have already spent so much time building and organizing your database, it will benefit you to use this information to send dedicated emails with your offers. Be sure to make the email match the promotion content, and include plenty of links to your landing page as well as encourage your clients to share the information with those who may find it useful.

9. In lead nurturing campaigns:

Lead nurturing campaigns driven by user behavior draw attention to your offers and prevent potential customers from leaving your site. Have an email auto response that goes out to new users who registered with your site? Include a link to your special promotion to encourage them to take advantage of it. Once again, make sure the promotion matches the information that client was looking for to generate the most response.

10. In your email signature:

This will highly benefit your sales team and is very simple! Have everyone include a text-based call to action with a link to your promotions landing page. This will let prospective clients know about offers you have and will provide additional information that may just give them that little push they needed to sign on.

11. In social media updates:

Offering links to your offer landing pages is a big way that you can utilize social media to generate leads. Provide a description of what the customer/client will get from clicking on that link. Be sure to space out the timing of posting on different sites so people following you on multiple platforms won’t get bombarded with the same offer from more than one place.

12.  On social media profiles:

Provide links to your top offers within your social media profiles in the info section and profile images. Be sure to only link to the best offers as this space is limited and precious.

13. In LinkedIn answers:

It is beneficial to make browsing the LinkedIn answers section to look for opportunities to share your expertise. If you have an offer that will help answer the question, let the poster know that you can help them out and include a link to your landing page.

14. On targeted LinkedIn company product tabs:

Adding your promotion on your LinkedIn page’s Products tab will gain exposure to your offer and let people know what services you provide. You can also create targeted Products posts that will change based on specific demographics so you can have a more focused approach. You can add promotions by going to your Products tab while logged in as the administrator on your company page and clicking “Add Product”. You can also modify the settings in this section to create targeted products.

15. On custom Facebook tabs:

Create custom tabs on Facebook that promote your best offers. You can also use custom welcome pages that will help send people to your offers page and help generate leads.

16. In PPC campaigns:

If you are already using PPC, you can customize your campaigns to promote your offers. You can use your PPC ads as a call to action to get people to sign up for your offer.

17. In QR codes:

Generate QR codes that link to your promotions landing page. You can put the QR codes on print marketing material, free giveaways you use at trade shows, or other marketing materials you already have out there. QR codes are a free and easy way to send people directly to your landing pages.

220 Marketing specializes in Online Marketing and Management for industries such as Insurance Marketing, Real Estate Marketing, and Mortgage Marketing.

The post 17 Missed Lead Generation Opportunities appeared first on 220 Marketing Group.

1. Access to Your Offer

The start, your visitor has just taken the time to fill out your form and sign up for your offer. Where to begin? With a conventional Thank You!

You also want to make sure that you include the title of the offer into the title of the Thank You page to reassure visitors that they are on the correct page. Then, if applicable, provide a way for viewers to download or view the content. They should also be aware of expectation, such as a phone call or email from you.

2. Social Media Sharing

Surely, you want to add in a social media toolbar with icons and links to your social media pages and networks. Having these accessible on your Thank You page is just as important as having them on your landing page. After they have decided to download your content, they are more than likely to explore any other information you may have to offer and share this information with others in their networks. Make sure you have a share button on your landing page containing the content, giving them the opportunity to share with their networks.

A quick tip to make it more likely for viewers to use the share buttons is having them download or open the content in a new tab or window. This gives them the opportunity to read the content without closing out of that Thank You page, enabling them to return to that page after they have received the content, with more potential to share it. If they are excited about the information they have received, they are more likely to use the buttons to share the content.

3. Calls-to-Action

Suggesting the next steps for your new lead is a critical marketing opportunity. You can read more on Calls to Action here. Even though saying Thank You and providing access to content desired is the primary focus of the Thank You page, taking control and motivating them towards the next step is very important. Use taglines such as ‘Subscribe to Our Blog”, or “Like us on Facebook”, or “Click here for a Free Quote” to direct them to other areas of your website you want them to visit. You want to formulate the call to action based on the offer.

You want to also try to get your lead to reconvert. This means getting them to participate in another offer. When a lead downloads another of your offers, or reconverts, they are indicating a stronger interest in your content. Essentially, the more engagement a lead has with your content marketing and product, the stronger their lead quality, and the more likely they are to convert from a lead to a sale. Bottom line, make sure you include a couple strong calls to action on your Thank You page to enhance reconversion.

4. Auto-Response Emails

Similar to how the Thank You page works, you can also set up an auto email response to thank visitors who filled out your form. This is used to confirm their form submission, and to thank them for taking time to fill out your form.

Take advantage of these strategies to generate higher quality leads, which would be more likely to convert and reconvert into customers.

220 Marketing specializes in Online Marketing and Management for industries such as Insurance Marketing, Real Estate Marketing, and Mortgage Marketing.

The post “Thank You” Landing Pages to Improve Lead Reconversion appeared first on 220 Marketing Group.

If you are struggling to come up with marketing campaigns that really get the attention you are looking for from your customers, doing a little research and creating personas for your key demographic will be well worth the time and investment you put into it. Here are six benefits to building personas for your customers and how to use them to your advantage.

1. An understanding of customer needs/interests: When trying to buy the perfect gift for a loved one, you can picture them in your mind while you’re shopping. Thinking about what they do for fun and what interests them helps you narrow down your search and figure out what to buy. Customer personas work in the same way in that they give you an idea of what your customers need and want, and help you get on a more personal level with them. By knowing the problems your customers have, you will be better able to find solutions for them. Have a lot of clients who purchased homes at the top of the market and are struggling with high interest rates? Offer a special incentive to refinance so that you can help them.

2. Knowledge of Where Customers Spend Time: Once you’ve gathered a basic background of your customers, it will be easier to figure out what social networks they utilize, where they go for their information and how they delegate their time spent online.

Knowing where customers spend time online will let you know where you should put most of your efforts. If your client base spends the most time on reading emails and never really got hooked on Facebook, you know that your time would be spent putting together email newsletters instead of posting on your wall.

3. Better Quality Leads: So now that you have your personas identified what interests your clients, how they communicate online, and what they need, how is this going to help you? Now that you know how to cater to your customers and where you will be able to reach them, you will be able to get better quality leads resulting in a higher conversion rate. Use this information to change the content in your campaigns whether they be through email marketing or pay per click. When you better understand what your customers want, you will be able to get higher quality leads and in return better customers who will be loyal and spread positive feedback about your company.

4. Consistency Across Your Business: Personas will help you better understand what your different target groups are and be able to identify them without a problem when discussing marketing strategies with your coworkers. When everyone is clear on what group you are talking about, you will have more productive brainstorming sessions and be able to provide a consistent message to each group. This will also help your sales or recruitment team better understand what points to mention when trying to bring new customers on, and how to modify their pitch for each target group without fumbling for words. This will also help them answer questions that may be brought up during a sales pitch. If a salesperson makes the potential customer feel that your company will be there to answer any question they have and that you understand their needs, you will have a better chance of closing the deal.

5. Better Product Development:  If you know what your clients are looking for to begin with, it makes it a lot easier to develop a product that will feed their needs from the start. Personas will help you identify what aspects your business is missing, and how you can better fill the voids that exist. If you build products that will grow and transition right alongside your client, they will stick with you and help your company grow. Use the information you gather for your personas to suggest ideas to the people in charge of development so they can implement it in their design process.

The post 5 Core Benefits of Well-Defined Marketing Personal appeared first on 220 Marketing Group.

Marketing strategies geared towards nurturing leads help take someone who is not ready to buy and nurtures that lead with tailored content based on their interests and position in the buying cycle. The process of nurturing should be timely, targeted, and personalized. There are several different methods of nurturing leads, but email is by far the most commonly used. According to a study done by HubSpot, nurturing leads through targeted emails generates an 8% click-through rate while untargeted email blasts yield a 3% click-through rate.

Successful lead nurturing is based on your lead intelligence. In order to craft a personalized and targeted nurturing campaign, you need to know who your lead is. Below is a list of must-haves needed for effective lead nurturing.

Name – Getting a leads name sounds like a no-brainer, but it’s the use of that leads name that is often forgotten about. It is important that you address each lead with their name in every lead nurturing email sent out. Addressing your leads by their name is a quick and easy first step to creating a more personalized experience.

Demographics – Gathering and analyzing the demographics of each lead, such as age, gender, and location, can provide insight into a leads needs and wants helping to better qualify each lead from the start. No need in spending as much time on a 13 year old inquiring about a product geared towards an older demographic.

Industry – Industry information is extremely helpful in determining the best nurture path for companies selling directly to other businesses. Particular products and services you offer may not be useful for certain industries. A lead nurturing campaign should be tailored by industry to provide vertical content and information related to only the industry in which they work.

Company Size – The needs of a company are often affected by the size of that company. A small business and an enterprise-sized company should not be grouped together and should be nurtured differently.

Job Title – A leads job title can tell you a lot about that lead and their role in the decision-making process. Would you market to the CEO of a company in the same way you would as a junior manager of the company?

Pages Viewed – What pages of your website has the lead visited? This information will help you to determine where in the buying cycle your lead is. You may be able to determine how close a lead is to buying and what their main objective is based on what content pages were viewed on your website

Social Media – Do your research and gather as much information about your lead as possible. Is the lead involved in social networking sites such as Facebook, Twitter, or LinkedIn? Who are they interacting with? Based on their questions and discussions, what are their needs? A leads involvement on social networking sites can help you to determine how tech savvy they are.

Conversion – What type of lead capture form was completed and how many? What information was provided and when was the form completed? A lead should be nurtured with more content on a specific topic based on their inquiry. A lead who took the time to submit more than one form may be a more serious prospect.

Communication History – How many times have you emailed the lead already? Is the lead involved in more than one lead nurturing campaign? How engaged has your lead been? How has the client reacted to the emails previously sent? It is important to monitor this information and not bombard your lead with multiple emails. Most of the information, mentioned above, can be easily obtained by lead capture forms on your website paired with Google Analytics and other similar insight tools. Understanding your leads will help you to personalize and segment all communication and develop a successful inbound marketing strategy.

220 Marketing specializes in Online Marketing and Management for industries such as Insurance Marketing, Real Estate Marketing, and Mortgage Marketing.

The post Nurture your Leads and Convert More Customers appeared first on 220 Marketing Group.