When launching a new product, there are several factors you need to consider. Perhaps chief among these factors is the marketing aspect of the launch. It should be your fervent aim that news of the launch reaches the greatest number of prospective leads. But, how do you ensure that your leads pay attention to your product?
Marketing lists are a great way to not just scout leads, but to engage with high-quality leads who have an above-average chance of conversion. Contrary to what the name might sound like, marketing lists - or email lists - are not simply a repository of random internet users to whom you pitch your product.
There are several methods through which you can ensure that your B2B marketing lists are high in quality and contain the least amount of noise. Let us look at some of these methods.
1. Offer Content Upgrades
If your business or product website contains a blog, this method is especially meant for you. When you write a blog, especially for a product website, you generally prefer to infuse some unique insight from your understanding of the industry into it. The strategy of offering content upgrades refers to hiding some of the most in-depth sites from users who are accessing the site for free.
Instead of demanding a subscription or even charging a one-time fee, you can ask these consumers to sign up with your website if they wish to access further content. This will add them to your marketing list, and also be a testament to their interest in your product.
2. Let Them Opt-In
This might sound like a radical option, but why not just let your customers opt-in to your marketing list? Developing a B2B sales leads database is an easy task - unless you are looking for quality.
If quality is an integral part of your pursuit, it is more important to focus on the content you put out than how you scout leads. If your content is robust and insightful and arouses interest in your audience, prospective leads are much more likely to opt-in to your targeted email marketing lists.
3. Giveaways & Contests
Over the years, this has developed into the stock method of developing email marketing lists. Everyone likes something for free. If you hold a draw or a contest, all you need to do to add people to your targeted email marketing lists is getting them to register with you as a precondition for participation.
Once they are registered, you add them to the marketing list you deem most appropriate. It is easy to get sucked into the vortex of giveaways, but hosting a giveaway also demands strategizing. If your main aim of hosting the giveaway is to develop an email list, make sure that the giveaway is a coveted object or service for a large proportion of your prospective leads. You must strive to attract the right audience to your giveaway.
4. Social Sharing In-Email
When you launch a new product, you want the greatest number of people to hear about it. For this, just your email list is not going to be enough. You need the greatest number of people to share news and information regarding your product. To ensure that this happens, it is important that you make the process of sharing as easy as you possibly can.
One way to do this is to integrate the sharing option into your email. Have in-email buttons that redirect the recipient to the social media site of their choice, so they can share the content of the email or even a customized message.
5. Referrals & Bonuses
Regardless of which industry you belong to, there are few things in the world as strong as a direct customer referral. When a previous customer refers your brand to a friend or acquaintance, they are putting their own credibility and judgment on the line.
That's also perhaps the reason why most customers won't translate your services into a positive word of mouth. However, you can sweeten the deal by offering bonuses and incentives to customers who refer your product to a friend. These can be in the form of online credits, coupons, or vouchers.
6. Improve Website Quality & Make It Faster
There are few things as irritating to your prospective customer as a website that lags. Prospective customers who hear great things about your product are likely to head straight to your website to know more about you.
Your website might be flush with great content. It might have information about your latest product launch and offers on your previous products that your lead might be interest. However, your best plans will be thwarted if your website is not well-developed or worse, lags incessantly.
This will probably cause your leads to turn their backs on you and head in another direction. It will also likely cost you a large proportion of your mailing list, both as unsubscription cost and opportunity cost.
7. Buy Targeted Email Lists
If none of the above seems to work - or if you are scraped for time - you always have the option of buying marketing lists. Various firms offer detailed databases of consumers segmented by industry and interest, and these marketing lists are available at moderately affordable prices to companies. You can further segment the lists that you purchase and send highly targeted emails about your product launch.
So How Do Marketing Lists Impact My Product Launch?
Marketing lists spread the word about your product. Even if you have created a marketing list with high-quality leads who are immensely interested in your project, you cannot expect them to be appraised of all developments in your firm. You need to take the information to them and do that in such a way that they are interested. Truly interested leads will also translate into other leads through social sharing and word of mouth.
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