The Marketing School podcast is a daily dose of 10-minute lessons on everything digital marketing. For me, listening to Eric Siu and Neil Patel review their favorite marketing tools, share their most effective growth hacking techniques and give actionable marketing advice over the past few months has been a huge game changer. I thought I’d review some of my most valuable takeaways from recent episodes of this podcast.
IMAGE: NEIL PATEL
1. Tips For Generating Quality Leads
If you want your business to grow, you’ll need a steady supply of quality leads for you to nurture. This is easier said than done. There are tons of lead generation ideas out there, but only a few works for most businesses. Here are two of Neil’s favorite tactics that work for most of the companies that his agency, Neil Patel Digital, works with, regardless of what field they’re in.
First up, when it comes to the impression you make with your site, your homepage is the first thing most new visitors will see. So it had better be perfect. You need a strong, convincing CTA (call to action) that’s prominently placed on your homepage.
Make sure that the messaging on your homepage is all about alleviating your prospects’ pain points and that the CTA aligns with the idea that they’re taking the first step towards a solution. If this solution isn’t obvious to the visitor, they won’t bother clicking. They’ll just move on to the next company website that shows up in their search results.
Take Evernote’s site for example. Evernote makes it crystal clear what value they can offer to their users and follow up with a simple “Sign Up FOR Free” CTA button. The concept of getting things done easily without the effort is conveyed in the simplest way possible, which aligns perfectly with their unique value proposition.
Another good way to improve the content on your homepage is by adding a section of “recommended reading” in the sidebar. These links can include your best articles that have great conversion rates. By placing them on your homepage, you’re attracting more visitors to them and boosting your conversions.
The third killer tip shared on Marketing School is to allow your visitors to opt into your gated content offers with their Google accounts. They won’t have to waste time filling out lengthy lead capture forms or debate whether they want that lead magnet enough to share their information with you. All they need is a couple of clicks, and they’re in.
2. The Importance Of Personalized Customer Engagement
Using a “one size fits all” strategy for optimizing the customer experience doesn’t work anymore, says Eric Siu. Personalized customer engagement is essential for all modern businesses. If you want your customers to feel valued and keep them on your site, you need their experience to be tailor-made. Using your marketing metrics to see where people drop off in your funnel can help generate ideas for improving messaging and the effectiveness of your nurture content.
This is all the more true with account-based marketing, the Marketing School hosts say. By creating bundles of assets around what is most likely to resonate with specific prospects, businesses can increase the chances of closing a sale.
You can even move the needle simply by greeting high-value website visitors with a personalized message and instantly offering to connect them with the right sales rep to guide them on their consideration journeys, helping them to feel like VIPs. Not only does this increase the relevance of the resources provided to them, but it also makes these customers feel valued as they’re being personally taken care of.
3. Boosting Conversions With Sales-Marketing Alignment
Working On A Lead That Is Not Yet Sales-Ready Results In A Threefold Loss:
- The loss of time spent on the wrong lead.
- The loss of time that could have been spent on the right lead.
- The loss of the lead as a consequence of a premature pitch.
To guard against this, you need your marketing and sales teams working in sync. One of the biggest obstacles to achieving sales-marketing alignment is that each department has its own criteria for a qualified lead. So by getting both sides to commit to the same criteria, many organizations find the harmony that had eluded them for years, yielding great sales conversion rates.
The right lead scoring system helps pinpoint the best moment for handing a lead over to sales for pitching. Your marketing team can use any insights they get from a lead’s engagement to gauge where they’re at in the buyer’s journey.
Pay close attention to the pace and types of resources they’re engaging with. With the right CRM in place, it’s easy for marketing to communicate this information to sales, who’ll then only reach out to these pre-approved prospects.
Conclusion
Eric Siu and Neil Patel’s Marketing School is one of the best podcast in the business. It gives you tons of useful insights into how to grow your business and market yourself. “Easy to understand, high-level training,” is how one listener review puts it. “Love the short to the point tips and tactics.”
My favorite thing about this content, though, is that it’s completely free! Most paid courses couldn’t give you the level of expertise that Neil, in particular, brings to the table with these podcasts. If you’re looking for a steady stream of information to help grow your marketing arsenal, the way I see it, tuning in to this podcast is a no-brainer.
If you are interested in even more business-related articles and information from us here at Bit Rebels, then we have a lot to choose from.
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