4 Things the Best Customer Referral Programs Have in Common

As a strategy and practice, customer referral marketing relies on the built-in trust factor of human relationships—and that’s what makes it such a, well, trustworthy way to generate warm leads and new sales.

A person looking to purchase, say, accident insurance will often ask family members, friends, and even colleagues, “Do you know of a good agent?”Read more


3 Easy Ways to Engage B2B Audiences with Video

 

If your B2B marketing strategy doesn’t include video (yet), you’re probably thinking about it. We hope you’re not assuming that it’s too expensive or time-consuming, or fear you don’t have the internal resources to create and promote video effectively. In reality, there’s no reason you can’t start shooting and sharing some video with your customers and prospects today!

It’s A Video Marketplace Out There
Video has earned its spot in the hearts and minds of marketers and consumers alike, especially in the B2C space. People are gobbling up lifestyle and user-generated content that’s both entertaining and easy to share. There probably isn’t a more engaging form of content today, which is why video has become part of many companies’ direct response marketing strategies, as we discuss in 3 Ways to Break Through the Noise and Boost Response with Video.

Today, 60% of B2C and B2B marketers make use of videos for marketing, according to Animate2Explain. Here, we’ll take a closer look at using video in B2B marketing communications.Read more


Maximizing Success of Your Top-of-the-Funnel Lead Magnet, Part 3 of 3

If you’ve been following this blog series about top-of-the-funnel lead magnets, you know that you need a solid strategy to drive both the creation and promotion of your content and offer.

Since your ultimate goal is to attract and engage new customers, you can’t leave anything to chance—and that means your lead magnet’s action plan should address these best practices:Read more


Promoting Your Top-of-the-Funnel Lead Magnet Offer, Part 2 of 3

Great news: based on the advice in our first post in this series, you created a top-of-the-funnel lead magnet that you’re eager to promote. You have written and designed the relevant, informative content your target audience is looking for (and likely to “click” on)…now let’s start generating some leads!

Not so fast.

Now is the time to make the most of the opportunity and thoughtfully put your offer in front of the right people, at the right time, and in the right place. Sound good? Keep reading for our insights.Read more


Creating an Effective Top-of-the-Funnel Lead Magnet

If you want to generate a steady stream of top-of-the-funnel sales leads, you need a dependable, relevant, compelling, worth-sharing-my-contact-info-for lead magnet.

Not simply an offer that gets people to “buy now,” but a strategic content marketing device designed to pull potential customers into an engaging lead nurturing process—so they’ll remember you, know you, “buy when they’re ready,” and keep coming back.

It’s easy to see why an effective lead magnet is the direct response marketer’s best friend. But it’s something that takes considerable effort to create, get up-and-running, and optimized for winning campaign performance. The good news is a well crafted and finely tuned lead magnet can help you meet (and why not exceed?) your top- and bottom-line business goals.

In this first of a series of three posts about top-of-the-funnel lead magnets, we’ll explore the DNA of a great piece of content: what it’s made of, what it needs to come to life, and how it takes shape. Let’s start at its not-so-humble beginnings.Read more