Not every prospective customer is ready to buy right away. Most don’t want to talk to a salesperson the instant they visit your site.
However, they may be willing to give you their contact information in exchange for a resource you provide to them.
As competition for bottom of funnel attention grows, the importance of reaching people early in the consideration stage increases.
Marketers need to think of people in all stages of consideration, speaking to those who might not be pulling out their pocketbooks instantly but are seriously researching.
What follows are five demand generation tactics you can promote via PPC campaigns to get users interested enough in your services to enter the marketing funnel.
1. Newsletter Signup
Email remains a powerful tool for directly reaching prospects. According to Hubspot, 86% of professionals prefer email for business communication.
When a user knowingly signs up for a newsletter, they are indicating an interest in your service and a desire to hear from your brand.
Signing up for a newsletter also requires less commitment than requesting a demo or talking to sales.
You’re likely to attract more people who aren’t yet ready to buy and wouldn’t otherwise have contacted you, but may be potential customers later on.
Social ads reaching people at the top of the funnel can help to capture those who may be eligible prospects down the line.
For instance, if you’re promoting photography courses, you can start by targeting people with photography-related Facebook interests and drive them to sign up for a newsletter. – Read more