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The Growing Importance of Product Led Growth in B2B Selling

The Growing Importance of Product Led Growth in B2B Selling

Remaining competitive in the B2B sales industry relies on customer retention and overall satisfaction. Many companies are embracing the idea of product led growth (PLG) to help boost their numbers and increase brand loyalty. 

It seems obvious you must have a good product, but the value of providing quality services continues to increase. PLG is more complex than simply having something worth buying. It relies on ensuring a user-friendly experience and excellent customer service to create lasting relationships.

Marketing is no longer the only way to push leads through the sales cycle. By combining a focus on the customer experience, sales and marketing can create a cohesive end goal. Not only does a product centric approach help align departmental goals, it allows the customer to have a voice throughout the sales cycle.

To learn more about the ways your team can benefit from PLG, keep reading, or use the following links to jump ahead:

What is Product Led Growth (PLG)?

Like many trending B2B strategies, product led growth is not a new concept. It is, however, an important strategy to empower customers and retain sales. As PLG continues to increase in popularity, your team should better its understanding and implementation of the concept.

Simply put, PLG allows the product or service to drive sales and retain customers. This relies on several factors like ease of use and excellent product experience. Rather than expecting marketing to do the heavy lifting for brand awareness, this strategy incorporates product functionality directly into the sales process.

By putting the product at the center of all conversations, it can help align goals across departments and boost business growth. This also means employees will be working toward the single objective of excellent product experience for all customers.

Through this all-company collaboration, more people are introduced to the user experience, which drives conversations with customers from all angles. However, PLG isn’t solely based on your team’s understanding of the services your company sells.

Another key component of this strategy is allowing customers to see the product value before asking for a purchase. This means having a strong user experience that allows prospects to dive deep and trial the product on their own. 

Rather than watching product demonstrations or Q&A webinars, customers should be able to test the functionality on their own. Through implementation of this strategy, success relies on overall customer satisfaction before a sale has been completed.

For example, free trials work hand-in-hand with product centric approaches. Allowing customers to test how the product can provide solutions to their unique problems helps provide valuable insight before purchase. It also allows prospects to address concerns and work out potential problems with a company expert. 

PLG helps instill confidence in clients through transparency of service. By providing an inside look at user experience, your team can boost customer satisfaction and increase overall retention rates. 

Product Led Growth Public Companes

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It is not surprising that the B2B industry saw rapid digitization during the COVID-19 pandemic. Before this sudden shift to virtual sales, leaders in the industry were finding ways to innovate customer experience through increased use of technology. While the pandemic sped things up, trends like PLG are here to stay.

Buyers have the resources to be more educated than ever on products before making a purchase decision. This means remaining competitive in the industry relies heavily on customer experience throughout the entire sales cycle. 

As brands continue to have an increased online presence, customers are able to interact with products before they even speak with a salesperson. In fact, research shows 94% of B2B buyers perform online research before initiating contact with a sales team. 

Educated buyers are now interacting with demos and free trials as early as possible in the sales cycle. Rather than wanting to speak with salespeople for a product introduction, clients are eager to have a hands-on approach to testing solutions. According to a 2015 Forrester survey, almost 75% of buyers would rather make an online purchase than go through a sales team.

This has shifted initial sales conversations to focus more on product details and the technical capabilities of products. Customer preparation has led to an expectation of expert customer service throughout the sales process. In most cases, buyers want salespeople to act in tandem with the website so they can navigate the process alongside an expert.

The Benefits of a PLG Strategy

Product led funnel vs Traditional funnel

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To understand how this strategy can benefit your business, it is important to make a comparison between traditional growth methods. Starting off, marketing teams usually qualify leads through online interactions like targeted ads, web forms, and email marketing. From there, leads enter the sales funnel and the salespeople reach out for an introduction.

Next, the sales department focuses on showcasing product benefits and providing details on how the product can provide needed solutions. If interested, the customer chooses to make a purchase. 

Once the sale has been completed, the customer works with the success team for onboarding and implementation. Assuming things go well, the customer becomes a repeat buyer and the sales cycle restarts.

The traditional strategy allows for a long period of time before the customer is introduced to the product’s functionality. In a time where buyers are prone to making quick decisions and competitors can offer easy demos, following a traditional timeline may not land your company the sale.

In contrast, PLG allows the prospect to jump right into the product. Marketing and sales departments act as experts to help guide customers through the user experience. Rather than client information being captured from online traffic, this cycle starts as soon as the customer signs up for a trial.

Known as product-qualified leads (PQLs), these clients begin interacting with the product as soon as possible. Rather than waiting to be contacted by a salesperson, clients are most often familiar with the brand before the introduction occurs. Once a salesperson reaches out, the conversation can focus heavily on the client’s specific areas of interest, potential personalized features, and any other questions the customer may have about the product.

This kind of transparency is a huge benefit to companies. PQLs convert at a rate 3-4x higher than traditional marketing leads. When customers feel confident in a product before making the purchase, retention increases. 

PLG is a great way to gather feedback from customers and improve overall product functionality. When the product is a driving force behind sales, customers are able to provide honest feedback to companies about their experiences.

When a sale is completed, your team is able to hear what was the deciding factor. On the flip side, offering your customers a free trial of your product, even if the sale falls through, helps provide insight into areas that need improvement. 

This strategy is cost-effective. Customers begin the onboarding process by themselves, which frees up your employees to concentrate on providing excellent customer service. Less time and money are wasted on deals that don’t come to fruition. 

Providing a better user experience increases customer retention and provides incentives for word-of-mouth advertisement. When clients are able to test out a product for free, they are able to share this information with others in their network who may be looking for similar solutions.

Since there are no hold-ups on anyone being able to trial the service, these leads come directly into the pipeline once they sign up. Along with increasing a user base, this helps speed up the sales cycle. 

Gaining valuable customer contact information is easier when your product leads the marketing strategy. Usually, web traffic may visit a page or interact with an online ad, but their contact information might never reach your pipeline. Since users have to fill out a full form for free trial access, your marketing team is able to take PQLs directly to the sales team.

For example, when using Leadboxer to capture web traffic, your team can tell these customers are already qualified and scored since they began the demo. This pushes them to the top of the sales cycle, which allows for speedy outreach from your team. By encouraging a quick turnaround time, PLG helps outreach happen faster while leads are still interested in the product.

Implementing PLG Into Your Business

Before jumping into this strategy with your employees, it is crucial to understand PLG is a long-term approach rather than a short-term fix. Implementation will take time and resources to be successful. It may require departmental changes and an overhaul of the company mission to ensure a product-centric focus. 

When implemented correctly, PLG will help lead your team to higher sales and increased customer retention. Below are tips on successfully getting started and utilizing a PLG strategy:

1. Evaluate your product

Having an intimate understanding of your product, including its flaws, is the first step in implementing a PLG strategy. Before it can sell itself, your company needs to thoroughly understand the value the product brings to the market. 

Evaluation can begin with a few simple questions:

What is the core function? What solutions does your product provide to customers? What feedback is most often received?

Compare your product to the competition. Notice the similarities and differences. 

Find the best way to engage prospective customers when speaking on these topics. Educated clients are willing to ask directly about these types of variances. Be prepared to answer honestly during these conversations.

For example, your product may lack certain features compared to that of a competitor. However, your starting price point may be lower. Understanding how to explain this to prospects will help build trust within the relationship.

2. Focus on the customer experience

When the customer is driving the sale through self-education, a user-friendly experience is crucial to finalizing a deal. Beginning with initial onboarding, signing up for the product should be self-explanatory and easily accessible. Prospects are eager to get started, so the sign-up process should be quick enough to hold a customer’s attention.

Sales conversations should bring value to the customer. Rather than relying on old-school tactics, your team needs to focus on acting as product experts to prospective clients. 

Removing fluff from these interactions is one way to increase trust within the relationship. Make sure customers feel like they took away valuable information from each conversation with your salespeople.

Allow ample opportunities for clients to provide feedback. Not only will this help customers feel more valued, but it will give your team vital information regarding potential product improvements. 

Customize features when possible. Buyers love the idea of personalization, especially when they’re looking for solutions to unique problems within their organization. 80% of customers favor the ability to customize their user experience. 

3. Provide continuous onboarding

In the initial onboarding process, users will be signing themselves up for a trial. That doesn’t mean your team should take a backseat to onboarding, though. Instead, customer success teams should concentrate on secondary and next-tier opportunities to increase user engagement.

Customer retention increases when there is a strong need for your product. By encouraging clients to continuously use new features and engage with your software, your product will quickly integrate into their daily workflow.

This is another opportunity to allow conversations with customers about their user experience. As they add more features to their product usage, make sure your team is doing their due diligence. 

Having check-ins about new features during the continuous onboarding process will help your team have internal conversations about product performance. This allows your team to collect data on what is working, as well as find areas that may benefit from improvements.

4. Align departmental goals within your company

Overhauling long-term business strategy can be a big undertaking. For success, departments must be on the same page about the company’s mission. When practicing a PLG strategy, marketing and sales teams will be trying out nontraditional tactics.

It is important to make sure the product is always central to the mission. Marketing teams should work closely with sales and customer success to understand the feedback being given. Adjust your marketing outreach to lead with the product.

These efforts from all departments should encourage excellent customer journeys and work to increase brand loyalty. Even though the product and customers are doing a lot of heavy lifting, it is still the goal of your team to provide value throughout the sales cycle.

5. Tailor your marketing practices to showcase the value

Since much of the beginning sales cycle in PLG strategy involves solitary customer research, messaging is key. Customers will want to see an overview of key features as well as pricing when comparing brands.

Make sure your pricing sheet is accessible and easy to understand. Marketing content should help explain how clients can benefit from the premium version of your product. Simple explanations of which plans work well for specific groups can encourage prospects to explore the features that are most relevant to their needs.

Online resources, like blogs or social media posts, should showcase the features your product offers. Many users will be looking at multiple options during their research. It is important to make your product stand out by providing valuable information about the user experience rather than fluff content.

6. Utilize upsells and premium features 

Once a sale is made, the goal should be to encourage repeat purchases from that customer. This typically happens through contract renewals, but there is an opportunity to add more revenue through upsells and new features.

If a client is thoroughly enjoying the service your product provides, your team should brainstorm ways new features may bring additional value. Asking customers what they want to see in future rollouts is a great starting point.

Offer items in discounted bundles or find ways to include an option for premium features. These types of add-ons may be an easier sell once clients are familiar with your product. Ongoing outreach from the sales team to current customers is crucial for landing these upsells. 

7. Encourage user referrals

PLG provides ample room for customers to refer your product to others in their network. If your trial period is easy to access, prospects can sign up and get started within the same day of hearing about your product. 

Capitalize on your customer experience by offering a referral program that incentivizes current relationships to bring in new business. This type of program can help boost brand loyalty, as clients can continue to tell others about your product.

According to McKinsey, a recommendation from a trusted friend or colleague is 50x more likely to result in a purchase. This helps boost your overall return-on-investment (ROI) since referrals typically cost less than acquiring a brand-new lead.

User referrals can help boost overall customer satisfaction. Current clients will feel appreciated when their recommendations are rewarded by the brand.

8. Follow through on your advertisements

When customer experience is a major driving factor for sales, following through on promises is crucial. The classic saying ‘under promise, but over deliver is a good motto to have when implementing PLG.

Your product will be doing most of the selling, and it should be able to stand alone while customers are participating in a demo. However, if your salespeople make promises about product features or capabilities in conversations, it is important to see them through.

Transparency is huge when utilizing product led marketing. It will negatively impact customer retention if users don’t see sales agreements come to fruition. 

This comes into play when customers are making the transition from the free trial to the premium version. If your team offers specific features or personalized capabilities, it is crucial to ensure these are available as soon as onboarding begins.

Clients have educated themselves on the benefits of your product versus your competitors. Since they’ll have spent time with your services, they will notice any lack of follow-through on promises. 

PLG relies heavily on customer retention, and the easiest way to lose a relationship is by not providing the right service. Make sure to have honest conversations about the features your product has, and address any concerns as soon as they arise.

9. Use data to drive product choices

PLG strategy relies heavily on accurate data to understand the customer’s needs. Data analytics will help your company ascertain what value users are receiving from your product. This information can also help develop product improvements as your team rolls out new features. 

When implementing a PLG strategy, it is important for your company to equip itself with the right tools and resources for success. Make sure you have a way to track data and pilot the user experience. 

Along with using these kinds of tools, manage expectations among departments by setting KPIs and reviewing targeted goals. This allows your employees to easily measure success throughout the process. 

Key Takeaways

Product led growth may be the newest trendy buzzword in the B2B industry, but the strategy is here to stay. In order to remain competitive, your company should be looking at the long-term benefits of a product-centric approach. 

As customers continue to push for more virtual sales options, your product will need to be able to sell itself during the trial phase. Focus on having your salespeople become experts on product features. Tailor your marketing to showcase features that set your product apart from competitors. 

Understand the best way to implement PLG into your organization. Invest in the right resources to ensure this strategy increases your customer base and retention. 

Allow user experience and customer feedback to drive initiatives within your departments. Build lasting customer relationships through transparency. By focusing on the customer experience and product value, your company can benefit from this strategy.

To get started with Leadboxer, click here for your free trial!

Harnessing the Power of Video Marketing for B2B Lead Generation

Harnessing the Power of Video Marketing for B2B Lead Generation

Creative lead generation can help your B2B company fill the sales funnel with qualified prospects. Social media continues to be vital for marketing teams, and jumping on the upward trend of video content is a way to boost your outreach. 

Utilizing video marketing is a great way to increase brand awareness and encourage content engagement. This tactic can push your outreach to additional target audiences and help increase your lead generation. Video marketing can also work when trying to retarget and engage potential prospects.

Keep reading, or use the following links to jump ahead:

What is Video Marketing?

Video marketing statistics

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While the strategy isn’t new, video marketing has become crucial for staying relevant in a competitive market. According to WyzOwl’s 2022 Video Marketing Statistic Report, 86% of businesses already use video in their marketing strategy. 

This marketing tool is important to have across all channels. Videos are an easy way to educate prospects on your product, as well as create brand awareness.

In a Hubspot survey, it was found that video content was the second most popular way to increase social media engagement. By encouraging interaction from customers, this strategy can help boost shares and expand audience reach. 

Even though video marketing has been around for a while, many businesses saw a rise in demand for this content during the pandemic. 64% of marketing teams feel the pandemic has affected their 2022 video marketing strategies. Coupling this with the rise of marketing on social media platforms like TikTok, utilizing these tools can make a big difference in engagement.

Increasing Sales Conversions Through Videos

Marketing teams work hard to reach audiences that can be converted successfully for the sales department. These tactics require a lot of planning and resources to make sure content is being delivered to the right prospects.

Video marketing is an accessible tool that helps engage customers before they’ve even spoken to a salesperson. If you’re just beginning your video strategy, a great place to start is finding ways to include this type of content on your website.

According to BizCommunity, conversion rates can be increased by 80% if you include video content on your landing pages. When leads are visiting your site for the first time, videos are able to introduce your product and brand quickly. This type of content encourages engagement as prospects are able to get a glimpse of what your company has to offer.

Additionally, adding videos to your site can help improve search engine optimization (SEO). By having this content on your pages, visitors are more likely to spend more time on your website, which helps boost your page in search engines.

Moving on from initial lead impressions, video marketing can play a role in boosting customer retention. This content has the ability to support salespeople as they walk clients through the sales journey. By having video tutorials and demonstrations, leads are able to interact with your product before making a purchase, which can increase customer confidence.

The options for video content are endless, and it is a great tool to build trust while showcasing an authentic brand to prospects. Utilizing how-tos, customer testimonials, and customer support videos are just a few ways your team can take its marketing strategy to the next level.

How to Create a Successful Video Strategy

Creating content that encourages audience engagement is a good starting place. With high-quality smartphone cameras and a multitude of editing apps to choose from, access to video creation is easier than ever. 

However, starting without a plan can be an overwhelming undertaking for any marketing team. Take time to allocate resources and prepare your team for the content rollout. This type of foresight will help align the marketing and sales department to ensure the highest return on investment (ROI) is being achieved.

Once your teams are ready to go, begin by evaluating your company’s needs. Determine which pages and social platforms will benefit most from the content. Laying out the areas that will receive videos can help decide what the content will showcase.

Next, determine the target audience. For video marketing lead generation, have your team identify what platforms see the most traffic from prospects. 

Bizcommunity found that videos help 90% of customers make buying decisions. By getting this content on pages that see the most interaction from leads, video influence can help push these prospects into the sales funnel. 

Align the goals of the campaign across departments. Multiple videos can serve different purposes, but it is good to have a clear objective before creating any content. This data will also play a role in determining the video’s success late in the journey.

Decide on the video distribution platform. There are a few factors that will help narrow down the best place for your content. Consider your budget, including money for sponsored posts, and your current tools. 

Shorter videos may find their home on TikTok or Instagram, whereas Youtube remains a leader for long-form content. Determining a platform before filming will help drive the subject matter. It is important to take into consideration the type of audience on each social media channel, as well as how engagement is measured.

Platforms like Instagram reels and TikTok rely on short, snappy videos that can quickly grab a viewer’s attention. These sites also work off of algorithms that rely on comments, likes, and shares. Longer videos may do better on Youtube or LinkedIn, especially if the goal of the content is to educate. 

Begin scripting and filming content. If you are not sure where to start, look at similar businesses or competitors to see what type of videos they are sharing. This can help your team gather an understanding of where your industry fits into the digital sphere. 

Once posted, begin measuring the content’s success. While each business may track unique metrics, there are a few basic ones that can help your team see what works and what needs improvement. Engagement is huge. Track comments, likes, and shares. 

Time spent on your site is another great metric to consider. If you have longer videos, are your visitors watching the whole thing? Take a look at any generated leads or conversion boosts. 

Are your visitors interacting with other areas of your site after watching the video? For example, keep an eye out for any upticks in form completion.

Lastly, continue to re-evaluate and produce video content. While you shouldn’t fix any content that seems to be working, don’t be afraid to add new posts. Variety in content can boost engagement and encourage frequent customer interaction. 

Revisit any videos that don’t produce the results your team wants. This form of content is constantly evolving, and it is good to be prepared to embrace changes as needed.

Best Practices for Video Marketing

Once you have a strategy ready to go, implementing best practices can help boost the success of your marketing campaigns. Understanding the different types of video content can help your team see a positive ROI from this work.

Videos like product demonstrations, educational content, or expert interviews can help increase lead generation. While content like customer testimonials, live streams, or personalized messages from employees can create brand awareness.

Use video marketing to retarget old leads. This content can help encourage prospects to re-engage with the sales journey. Maybe the lead wasn’t sure your product was the right fit, but an educational tutorial or how-to guide can help show the ways their company can benefit from a purchase. 

Video Marketing & Social Media

Time spent watching online videos

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The rise of platforms like TikTok and Instagram has expedited the evolution of video content. Now, businesses are able to utilize these channels and interact with leads at a faster pace. In turn, social media has also helped shape marketing trends.

Viral trends dominate the ways content is viewed across platforms, and brands are not exempt from participation. While being TikTok famous isn’t the goal of video content for your business, it’s becoming more common for companies to participate in these trends. 

In 2020, Statistica found that one-fourth of adults online have viewed videos posted on TikTok. Tapping into these markets and finding ways to engage with viewers is important for making the most out of your online presence. 

Influencer marketing has also continued to rise in popularity. Videos like a how-to or product reviews from influencers help create brand awareness and build trust with customers. This type of sponsored content speaks to viewers without seeming too forced. 

According to HubSpot, 64% of businesses found new customers because of a Facebook video. Social media helps successfully mix business with pleasure, as many adults spend time scrolling through Facebook and Instagram throughout the day. By posting video content on social media, your company can see a higher ROI on video marketing.

Get started with lead generation by trying out Leadboxer today!

Creating Generational Marketing Strategy

Create a Generational Marketing Strategy Without Alienating Key Target Audiences

Creating a marketing strategy that appeals to a diverse range of ages can be a difficult undertaking. Mass appeal to multiple generations requires a deep understanding of how each group tends to interact with marketing materials. Planning ahead and using appropriate resources are essential elements of any successful generational marketing campaign.

Reaching a broad range of target audience members during a marketing campaign is important for maximizing your return-on-investment (ROI). The goal of your generational marketing strategy should be to reach potential customers without alienating any key audience bases. 

For tips on creating a successful generational marketing strategy, keep reading, or use the links below to skip ahead:

What Is Generational Marketing and Why Does It Matter?

As you are probably well aware, marketing is not a one-size-fits-all approach when building the right customer base for your business. Even if your team is only selling one product, the pitch needs to be adjusted based on a variety of factors, including age. It’s important to understand ways you can incorporate content that appeals to mass audiences throughout your generational marketing strategy to avoid alienating key target groups.

Generational marketing uses segmentation to split audiences by age to better reach each target demographic. Currently, there are four generations of consumers your marketing team should be targeting: Baby Boomers, Gen X, Millennials, and Gen Z. 

It is important to understand that each generation interacts with marketing differently. By understanding which age demographics are in your target audience, your team will be able to produce appropriate content. 

For most businesses, it is beneficial to appeal to multiple generations. By analyzing the preferences of each generation you seek to engage and eventually convert, you can gain valuable insights, making it possible for your team to develop and apply a successful generational marketing strategy.

Annual Consumer Spending by Generation Feb 2019

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Baby Boomers

In 2020, the Baby Boomer generation made up 21.45% of the U.S. population. This generation refers to those born between 1946-1964. Their substantial makeup of the population means they play a significant role in the economy.

Most importantly, Baby Boomers are a generation that has had to embrace major advancements in technology as it has developed at an accelerated rate in recent decades. In comparison, younger generations have had high levels of technology use incorporated into almost every aspect of their lives from a young age. Because of this disparity in lived experience, many Baby Boomers are used to traditional marketing tactics and tend to prefer in-person interactions. 

This isn’t to imply Baby Boomers are out of touch when it comes to technology. According to Pew Research, in 2021, 71% of adults aged 50-64 use at least one social media site. Baby Boomers are a great example of how traditional sales tactics can be combined with social media for maximum outreach.

Generation X

Sometimes referred to as the “Middle Child” generation, Gen X encompasses those born between 1965-1980. This group was the first to grow up with access to personal computers, and tend to be more tech-savvy than their predecessors.

This group makes up less of the population than Boomers and Millennials, coming in at 19.71% of the U.S. population in 2020. Gen Xers tend to be swayed by customer testimonials, and it’s helpful to provide a mix of traditional marketing with digital tactics.

Millennials

Also known as Generation Y, Millennials surpassed the Baby Boomers in size in 2020. Currently, Millennials make up 21.93% of the U.S. population.  

Those born between 1981-1996 are classified as Millennials, which means they grew up during the rise of technology. This demographic tends to have a large online presence and a good grasp of digital marketing tactics. 
There are more than 80 million millennials, most of whom are very active on social media and tend to consume information on their cell phones. Marketing tactics should take mobile compatibility into consideration when trying to reach this generation. Delivery of advertising and other content via online blogs and social media is highly effective with this demographic.

Generation Z

A young generation on the rise, this group makes up those born between 1997-2012. They account for 20.35% of the U.S. population, but only a fraction of this group is old enough to enter the workforce. 

Gen Zers grew up online, and have embraced social media from a young age. They tend to have a shorter attention span and the ability to consume different forms of media simultaneously. A  2017 survey by the National Retail Foundation (NRF) shows 74% of Gen Zers consider ‘spending time online’ to be a hobby. 

As a unique group, Gen Z may not be fully entered into the workplace yet, but that hasn’t stopped them from having a substantial impact on the economy. The NRF found that consumer spending on Gen Z equated to $829.6 billion in 2015. 

Generation Z prefers quick messaging and dislikes marketing ads that disrupt their online experience. They tend to lean toward tech-savvy sales tactics, but they place a larger emphasis on quality when it comes to products.

Establishing Your Target Audience

With such diversity spread across the generations, it is important for your marketing team to know which groups they need to target. Not all products will appeal to a mass audience, and that’s okay. By knowing your customer base, your company can allocate its resources towards marketing efforts aimed at reaching the right people.

Start by creating your ideal customer profile. The idea is to target clients who will most likely benefit from using your product. Odds are, your customer base will span across several generations, but it is possible it may not appeal to all of them.

Creating an ideal client profile takes time and resources.But the information gleaned is worth doing the necessary research so you understand who is most likely to benefit from and purchase your service or product. This information will prove vital in assisting your marketing team as it begins creating successful campaigns aimed at nurturing potential customer relationships. 

Once established, take a look at the generational demographics of your target audience. If your list contains members of Generation X or younger (and it most likely will), your team should start thinking about the best ways to incorporate social media into its campaigns.

Millennials and Generation Zers are known for their online presence, but they are also in tune with marketing tactics. These groups don’t want to be bombarded with ads during their content scrolls, but they do want quality information delivered in an easy-to-digest format. 

According to a 2022 consumer survey, 81% of consumers prefer receiving personalized communications from brands. This means your company needs to establish which customers are buying your products and then find ways to personalize your marketing outreach.

What is Attitudinal Segmentation?

Similar to generational marketing, attitudinal segmentation involves splitting your audience into groups. Rather than focusing on age, attitudinal segmentation groups customers together based on shared beliefs. This strategy dives deeper into the way customers think and feel.

This type of audience segmentation can help your marketing team personalize their outreach based on the feelings of specific customer groups. It is also most successful when combined with other tactics, such as generational marketing.

Using these strategies together can help maximize outreach and avoid alienating key audiences. When beginning the implementation of attitudinal segmentation, starting off with a few simple questions can kick start the process.

Try establishing motivations with questions like “Why do you…”, or focus on opinions with “What do you think of…”. These answers will help guide audience members into segmented groups based on their purchasing behaviors. By understanding the way consumers feel, your marketing team will be able to develop content that speaks to the needs of your customers. 

The Importance of Brand Loyalty Across Generations

The Importance of Brand Loyalty for Consumers

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There is more to creating a successful marketing campaign than simply understanding generational preferences and customer attitudes. Audience engagement helps lead a marketing campaign to the finish line by filling the sales pipeline with qualified leads ready to start the purchasing process. 84% of consumers will interact with advertising when they feel loyal to the brand. 

The sales cycle begins with marketing touchpoints that happen long before customers get the chance to speak with the sales or customer service departments. That means brands start building their reputation from the moment content is extended to an audience. Establishing and maintaining a credible brand is important for encouraging customer engagement.

According to Havas, over half (60%) of brand-related content fails to deliver and is considered clutter by consumers. Before taking any concrete steps to plan a marketing campaign, the team should understand that consumers value quality over quantity when it comes to brand communications. 

Generational and attitudinal marketing strategies align when it comes to understanding what customers want to get from a brand. Not all consumers share the same attitudes, and many are loyal to the same brands for different reasons. Diving into the insights that generational and attitudinal preferences share with brands can help your team create a successful campaign that reaches the correct audience.

For example, Gen Z looks for brands who are able to provide for the greater good and offer value. As a group that has grown up connected to communities through the internet, 68% of Gen Zers say they expect to see brands positively contribute to society. On top of their overall belief in bettering society, Gen Zers look for tech-savvy brands. In fact, the majority of this group won’t engage with websites/apps that are slow to upload.

Gen X is known for being the most brand-loyal group. Statistics show four out of 10 Gen Xers will stick with brands with which they have already established relationships. Continued outreach and implementation of customer feedback will be important to maintaining loyalty with many in this age group.

Along with preserving a good standing among consumers, brand loyalty leads to repeat purchases by customers. Studies demonstrate purchases by repeat customers are vital to success, accounting for up to 65% of a company’s business. Brand loyalty helps establish long-term relationships with consumers and encourages multiple purchases from these buyers. 

In between buying cycles, marketing plays a large role in nurturing customer relationships through targeted content. This outreach helps your company and the services or products it provides stay top of mind for consumers. 

Creating a Generational Marketing Strategy Without Alienation

After taking a deeper look at the different generational motivations, the best place to start with campaign creation is understanding how incorrect use of this information may cause alienation. Generational marketing can help successfully reach out to consumers across different age ranges, but overgeneralizations about the groups can cause more harm than good. 

While understanding generational differences, especially with the preferred communication styles, is important for marketing, it is just as important to avoid stereotyping. A successful generational marketing strategy will combine with attitudinal segmentation to provide a positive personal experience for the target audience. 

To start a successful campaign, it is important to identify where age will play a role within your company’s outreach. Knowing how generational differences factor into your brand will help your team segment audiences appropriately.

Diversity Within Generations

One of the main problems with traditional generational marketing is failing to take into account how large these groups are. For example, with 80 million Millennials in the generation, it is safe to assume not all of these consumers share the same beliefs. All of the generations are made up of diverse groups who may act differently from their peers.

Consumer age can provide insights into their preferences, but these trends do not replace a personal connection with the customer. Simply assuming your client will act a certain way due to their generation can cause tension and potentially ruin the business relationship if those assumptions are proven false.

Implementing attitudinal segmentation alongside generational marketing can be a great way to find middle ground when creating campaigns. Using data that provides insight into customer opinions, purchasing history, and lifestyle, these tactics can help companies avoid getting caught in a stereotype trap. 

This allows your marketing team to focus on creating content for groups with similar interests, rather than just age. By delivering quality content that speaks to a consumer’s preferences, attitudinal segmentation can boost overall engagement and reach mass audiences.

Stick With Tried and True Marketing Tactics

Social media usage continues to grow across generations, but traditional marketing tactics still have a place in campaigns. Email communications continue to be the preferred marketing channel for most generations, except Gen Z. 

Continue to communicate with groups via email blasts, but focus on tailoring content to reach the targeted audience. Segment these groups based on preferences like the amount of communication the consumer wants or specific products they may buy. 

Quality customer service remains a high priority for consumers. According to Microsoft, 69% of U.S. consumers view customer service as an important factor when maintaining brand loyalty. Customers will continue to repeat purchases from companies they view as excellent in the customer service department. To ensure these efforts are reaching the right audiences, tailor your customer services to the needs of different generations. 

Millennials and Gen Z are known for their online presence, and online customer service options make addressing these issues easy. For those who may prefer a more traditional route, implement customer service over the phone and make sure consumers are able to interact with a real person. 

Marketing for Tech-Savvy Groups

A huge mistake that can be made during generational marketing is assuming some groups may not be active on social media. While Millennials and Gen Z tend to spend more time online than others, it would be incorrect to assume Gen X and Baby Boomers avoid the internet completely.

68% of Baby Boomers are active on Facebook, which means a majority of this generation sees Facebook advertisements daily. For those companies who want to utilize social media for all generations, sticking with traditional outlets like Facebook can help with effective outreach.

Two-thirds of the Millennial generation are active on Facebook daily. Reaching Gen Z, however, may be more successful with Snapchat or Instagram, since over 50% of this generation uses these apps daily.

Due to the Millennial’s and Gen Z’s tech-savvy lifestyle, digital marketing tactics are important for reaching consumers in these age groups. It is important to have a strong understanding of the way these groups interact with online communities to maximize outreach efforts.

According to Epsilon, 75% of these generations shop online with their smartphone. That means usability across devices is important for closing sales. Website compatibility and access on smartphones will help connect younger consumers with your products. The study also found that Millennials spend more money online than other generations. Having the ability to purchase items directly on a website is important for tapping into this generation’s spending potential.

While Millennials lead the way in e-commerce buying on sites like Amazon, Gen Z has adopted a different tactic when it comes to online purchasing. According to Forbes, 97% of Gen Z view social media as their main source of shopping inspiration. Being able to purchase items in apps, like Instagram, TikTok, and Pinterest, helps Gen Z have a more personalized shopping experience. 

While younger generations tend to lead the way in online shopping, multi-generational households are changing the way older generations make purchases. Baby Boomers with kids are 42% more likely to shop online. 

77% of consumers in Gen Z who still live with their families say they have an influence over household food and beverage decisions. These multigenerational interactions mean it is important to maintain digital marketing with mass appeal. 

Embracing Brand Authenticity

Generalizations about age groups are nothing new, but falling into these traps can be detrimental to your generational marketing strategy. Avoid getting stuck in the belief that all boomers hate technology or that millennials are entitled. These stereotypes often find their way into conversations, but they alienate audiences and can negatively impact your brand’s image.

Instead, focus on authentically presenting your brand in a way that can resonate across generations. Consumers are smart, and they will easily identify inauthentic attempts to ‘fit in’. For example, unless it is already part of your company’s persona, using cheesy social media lingo can be a turn-off to younger customers.

According to a study done in 2018, transparency is one of the most attractive qualities for 69% of consumers. Hiding behind generational stereotypes can cause customers to feel as though your brand is not presenting an authentic vision. Forbes points out that over one third of Gen Z follows brands that they like, which means consistent branding is important for this generation.

Not only does the youngest generation care about authenticity, but overall, brands with consistent presentation saw a 33% increase in revenue. Across generations, consumers are focused on the image a company presents and how its actions back this up. With customers holding the buying power, authentic brands will benefit and continue to rise to the top.

Key Takeaways

Generational marketing is not a one-size-fits-all strategy. Marketing teams should avoid jumping into a campaign that is based on age alone.   Instead, creating a diverse plan with attitudinal segmentation and patterns based on generational behavior will avoid the alienation of key target audiences.

Embracing technology works for all generations, but some may require more creativity to be persuaded into a purchase. Stick with traditional outlets to reach Baby Boomers and Gen X, but don’t be afraid to try out new platforms like TikTok in hopes of reaching Gen Z. Maintain authenticity and transparency across all social media and email, though. Consumers will appreciate consistent branding, and this can increase your company’s brand loyalty. 

Establish your target audience through a range of factors. Look into their lifestyles, communication preferences, and product interests. Segment your audience based on attitudes and opinions, as well as generation when applicable. Focus on creating brand loyalty and rewarding repeat customers. 

Overall, generational marketing can help companies better reach their targeted demographic, but it is crucial to approach this strategy with ample research. To avoid missing out on outreach to key audiences, combine generational and attitudinal marketing strategies for a successful campaign.

For a free trial on using customer insights from web traffic, check out LeadBoxer!

Lead Generation Strategies that Boost Sales

Lead Generation Strategies that Boost Sales

Your business wants to up its lead generation game. However, there are many strategies out there that promise you exceptional results. How do you improve your lead generation?

You may already have some of the pieces in place. Before you stress out over what new lead generation trend to follow, here are some strategies to try:

Update Your Website

Your website is the first interaction customers have with your brand. Make a good first impression with an updated website. 

Updating your website doesn’t mean going overboard with videos, graphics, or text. If you think your website is “cool” because it has Adobe Flash Player, think again. 

Great websites are optimized for search engines, have user-friendly designs, and valuable content. You may already have these on your website, but here are more tips to make your website great:

Don’t Overwhelm Visitors With Options 

People like having choices. However, too many choices can be a bad thing. 

When people have too many options, they can get confused and overwhelmed. They may get flustered and bounce from your website because they can’t make a decision. 

To see how easy (or difficult) it is to navigate the options on your website, explore it yourself. Better yet, have someone else poke around your site. Ask them to write down questions and observe their experience. 

Pay attention to how easy it is to go on to the next step. Look at whether your pages make sense and accomplish your company’s goals.

Put in the Effort to Tell People Who You Are

Chances are you put more blood, sweat, and tears into certain pages of your site. Your product or services pages and testimonial pages likely took much of your attention. How much time did you devote to your About Us page?

It’s great to give specifics on your products and services and share the experiences of satisfied customers. Consumers want to know about your company before doing business with you. Your About Us page is your chance to give a good impression and build trust with potential customers. 

Information to put on the website homepage

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Your customers will feel more comfortable working with your business if they know its background, staff, mission, values, and awards. Think of it as introducing your business to a new customer or friend. 

Be sure to include high-resolution images of your leadership and staff on your About Us page. For content, include your mission, value proposition, and a clear call to action. 

Get Information on Who Visits Your Website

Gone are the days when you hope the right people find your website, make a sale, and return. With our Lead Identification solution, you can know valuable information about who visits your site. We can tell you:

  • Who visits your website
  • What company do they work for
  • All the company’s firmographic details
  • What services or products they are interested in
  • Visitor’s company contact information
  • How many visitors from this company visited
  • Based on above and more, what is the visitor’s lead score value

Embedded Lead Identification into your website requires no buttons or forms to fill out. All the data is collected automatically and discreetly.

Utilize Effective Landing Pages

Landing pages are good at capturing leads. However, a poorly-created one will not give you the amount or quality of leads you want. Here are some tips for creating effective landing pages:

Keep Your Landing Pages Simple 

Marketers can overthink when it comes to creating landing pages. They want them to be complex and sleek. An overly-complex landing page, however, will lead to more bounces. 

The purpose of a landing page is for people to leave their contact information to access valuable content. It is important to grab people’s attention and offer high-quality content. You also need a clear call to action telling people what to do next. 

Get straight to the point in telling visitors why they need your services or products. Also clearly show them what they need to do to get started.

Include Testimonials on Your Landing Pages 

You know how powerful testimonials are. You use them on your website. Why not use them on your landing pages?

Testimonials by satisfied customers let people know your offerings are effective and your brand is trustworthy. Adding testimonials to your landing pages are simple and effective lead generation strategies.

It is easy to find testimonials. Look at your company’s social media channels, customer support emails, and product reviews. Before you use a testimonial, reach out to the source and get permission. 

Have a Mobile-Friendly Landing Page 

Your leads and customers are more likely to view your website and landing page on the go via their cellphone. Your landing page needs to be optimized to fit on the tiny screen of a phone. If it isn’t, your landing page will look clunky and unappealing. 

If you don’t think a mobile-responsive website is important, you might want to think again:

  • 70% of web traffic comes from mobile devices 
  • 80% of the best websites are mobile-friendly
  • 61% of users won’t return to a non-mobile-friendly website  
  • 70% of mobile searches lead to a conversion 
Importance of optimizing opt-in forms.

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Since your landing page will be formatted and look different than it would on a desktop or tablet, shorten your opt-in forms. Be sure to optimize your call to action (CTA) buttons and make them highly visible. 

Remove Menus From Your  Landing Pages

Menus on your landing pages are distracting. Going back to the first point, the simpler the landing page, the better the conversion rate. Remember, you want them to stay on the landing page and follow the call to action. 

Upgrade Your Content

Using the text on your website and blog simply as an area to stuff keywords won’t get you conversions. To generate leads, you need to know your desired customer and what content will be valuable to them. You’ll attract customers most likely to convert and your informative content will boost your brand’s authority. 

There are many ways to use high-quality content. You can have it on your website and feature an opt-in form for visitors to read more. A blog with good content has a better chance of getting noticed and shared.  

Start Blogging and do it Consistently

Blogs are real estate for you to share valuable information with website visitors and they can boost your SEO. A blog adds personality to our brand and improves your brand’s credibility. They can also attract 67% more leads per month.

First-time website visitors will want to know more about your company than the great products or services you offer. They expect your business to be knowledgeable in your industry. They also want to be treated with the utmost importance. 

Once you start a blog, you need to regularly produce high-quality content. If you’re not consistently blogging, customers will get bored. Your blog content will no longer be engaging, current, or relevant. 

When you blog consistently, you help create an engaging interaction with potential leads. The longer a lead engages with you before signing up or opting in, the more likely they will become paying customers. 

A relationship with a lead not only increases their likelihood of becoming a paid customer, but also a returning customer. Loyal customers can be counted on for repeat business and they can become valuable brand ambassadors. 

Before you write your blog posts, research your target audience and keywords to use throughout the content. If you need help coming up with topics to write about, look up trends happening in your industry. When writing your blogs, be sure to include clear CTAs (call to actions) alerting readers what to do next. 

Email Marketing is Your Friend

You may think flooding people’s inboxes with emails is a bad idea. However, email marketing is one of the most effective lead generation strategies around. It is also one of the easiest to do.  

According to Neil Patel, email marketing has an effectiveness of 48% and a difficulty rating of only 18%. Email marketing beats out content marketing, landing pages, social media marketing, and SEO. Only the creation of landing pages is easier.

Lead generation difficulty and effectiveness by channel.

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To get results, you’ll need to carefully plan out your content, segment your audience, and schedule your emails. 

Get Active Online

Your blog isn’t the only way you can engage with leads online. Here are some ideas you can try to share your expertise: 

  • Answer questions on Q&A sites like Quora or HARO (Help a Reporter Out) that relate to your industry
  • Get involved in relevant conversations on Twitter
  • Cross-promote content on other websites and blogs via guest posting. (Remember: guest posting is reciprocal)

Get Active on Twitter

You may think that LinkedIn is the go-to source for professional social networking. Twitter offers options to form valuable business and sales connections. 

When you create a Twitter lead card and attach it to a tweet, you can get people’s emails. This happens when someone clicks on the CTA button on your tweet. 

Lead generation on twitter

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Whether you need a landing page, a blogging or email strategy, or to get started on social media, LeadBoxer can help you to translate your Lead Generation Strategies into qualified leads. They know how important lead generation is for your business. 

Effective online lead generation is easier than you think. You may be doing some of the listed ideas already. Regardless of what strategies you try, remember it is about the customer.

How to Create a Successful Content Marketing Strategy

How to Create a Successful Content Marketing Strategy

Want to stimulate interest in your brand without paying for ads? Content marketing is the answer. This type of marketing involves making videos, blogs, and social media posts that solve problems for your ideal customers, thus building loyalty to your brand and encouraging them to buy from you. 

This strategy is essential for staying ahead of competitors. A 2021 report from HubSpot found that 70% of over 1,500 marketers surveyed are actively investing in content marketing. The same study noted that 40% of marketers consider content marketing vital to their overall strategy.

Creating and implementing a content marketing strategy doesn’t have to be time-consuming. The following techniques will set you up for success.

Read on or jump ahead to these topics:

Get Company-Wide Support

Great content marketing happens when everybody in a company collaborates. To do this, you’ll need to get the leaders of various teams and departments behind you.

Ardath Albee of Marketing Interactions explains, “You need executive backing to fund and source a content strategy. You also need the support to ensure there is enough commitment to see a content marketing strategy through.”

To get leaders of your company on your side, position content marketing as a way to help their departments reach their goals.

Understand Your Audience

Before creating content, you need to think carefully about your ideal customers and anticipate what videos, blogs, or resources they want. Consider these questions:

  • Who is the ideal person reading your content?
  • What information do people want that isn’t readily available?
  • What pain points are your customers feeling?
  • How does your target audience make buying decisions?

By creating content that anticipates and answers your ideal customer’s questions and pain points, you can simplify their decision to buy from you.

Invest in Branding

Consider hiring a reputable agency to develop your brand’s look. The visuals and messaging used to represent your company impact your bottom line. A 2019 Reboot study of 2,500 consumers found that the right color can increase brand recognition by 80%. Furthermore, a 2019 Lucidpress survey of 400 organizations found that a consistent presentation of brand imagery, messaging, and values across channels can increase revenue by 33%.

Publish Guest Blog Posts

Curating blog posts from thought leaders in your industry is a win-win for all involved. It creates new content for your website with less lift from your marketing team and gives contributing writers a platform for sharing their ideas.

Guest blog posts also encourage the creation of backlinks, or links connecting one website to another. This happens when the contributing writer shares the article on their personal site. Backlinks signal to search engines that your content is valuable, which in turn boosts your site’s ranking on search engine result pages (SERPs).

Here are some tips for finding and recruiting credible guest bloggers:

  • Visit other blogs in your industry and see who is writing for them
  • To grow your audience quickly, reach out to in-demand writers with large audiences and offer to pay them
  • Mention the benefits of writing for you, such as the number of monthly visitors to your site and the exposure writers will receive

Create Evergreen Content

While new content is helpful for keeping social media and email audiences engaged, there’s no need to churn it out all the time. Instead, invest energy in creating evergreen content, or resources that are always relevant. Examples include:

  • Frequently asked questions
  • How-to guides
  • Tutorials
  • Encyclopedia pages
  • Troubleshooting articles

Over time, these pieces of content will rise to the top of SERPs and draw new prospects into your audience.

Repurpose Content

Another way to save your marketing team time is to reconfigure content for different channels. For example, transform an interview between a member of the marketing team and one of your executives into a podcast episode, blog post, infographic, and series of social media posts. 

Content repurposing ideas

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This gets more mileage out of the original piece of content and can help you reach audiences on various platforms.

Organize Content on Pillar Pages

A pillar page is a high-level article that provides prospective customers with an overview on a topic. The page includes links leading to blog posts or pages that cover subtopics in more depth.

Pillar page blog structure

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Pillar pages help keep your site organized. They’re also another effective way to reuse existing content.

Include Videos and Graphics

Visuals help break up long blog posts, appeal to visual learners, and can increase site traffic and the amount of time visitors spend there. A 2020 survey conducted by Wyzowl found that 86% of marketers say video has increased traffic to their website. The same survey noted that 83% of marketers credit video with helping increase the average time visitors spend on a page.

Measure Your Results

Analyzing the effectiveness of your marketing helps determine what types of content lead to the most sales and what parts of your strategy need improvement. To measure your results, use a tool like Google Analytics or LeadBoxer to study your site’s data.

LeadBoxer tracks what your leads do on your website or when you email them. You can see what pages they visit, how much time they spend there, and what resources they download.

Leadboxer content analytics features

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By comparing customer journeys, you can identify common pathways or pieces of content that lead to sales. You then know which content types are most effective and worth replicating. You can also determine which pages to keep updating and sharing on social media.

Final Thoughts

Content marketing is vital for attracting, nurturing, and retaining customers. By anticipating and answering questions with your content, you establish your brand as a thought leader with unparalleled customer service.

Techniques like publishing guest blog posts, creating evergreen content, organizing content into pillar posts, and repurposing content across channels help your marketing team reach the most people with the least amount of lift.

A tool like LeadBoxer helps you analyze your strategy. With LeadBoxer, you can see what pages or downloadable resources are driving the most sales. Get started today with a free trial.