How Brand Identity and Lead Generation Should Work Together
While building brand identity and lead generation should be a joined effort, the two can often clash and defeat each other.
Brand marketing, for example, should expand your audience size and increase familiarity with the brand, increasing the odds they'll buy.
Lead generation is what pinpoints individuals willing to create a relationship with your brand, providing their contact information in exchange for your content.
They become your best prospects.
When you develop complementary strategies, brand identity and lead generation enhance and build on each other.
Let's discuss how brand identity and lead generation should work together.
Brand Your Content
We shouldn't have to say this, but it needs to be mentioned.
When you're sending out content marketing, it should be properly branded.
This increases the association between the content they are reading and the company sending it.
Branding should be systematically built into all content, including video, white papers, and articles.
All branding in your content should be consistent with your brand identity.
Tie Lead Generation into Your Content
Lead generation usually involves a specific call to action and a value proposition.
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All content should be created with the end-goal in mind.
If the content is in the marketing funnel, the call to action should be designed to connect people with your brand.
Give them the opportunity to connect with you on social media, sign up on landing pages, or sign up to learn more after reading a white paper.
One common mistake is ignoring the value of providing that call to action on brand identity efforts.
If you've just spent 500 words telling them about your company's charitable efforts, include a link to visit your home page to learn more or follow your company on social media.
If they've read white papers discussing your latest innovations, give them a way to sign up for more such technical content.
Track Engagement and Act Appropriately
Simply throwing up ads for your business and asking for email addresses is not good enough.
Customer relationship management should seek to engage customers at every step of the sales funnel and incentivise them to become repeat customers.
It is essential to tie your email marketing lists to your customer relationship management system.
MailChimp integration is the go-to solution here given that they're the largest email marketing service.
HubSpot and MailChimp combinations are our recommendation since so many businesses use both tools.
HubSpot MailChimp sync will connect your CRM tool, HubSpot, to your email service provider.
HubSpot MailChimp integration allows you to track customer response rates to emailed marketing content.
You can adjust what content you send them so that they remain engaged.
If you already have the data, bringing it together isn't hard.
You can sync HubSpot and MailChimp with piesync.com, which allows your cloud apps to work together seamlessly.
It is one of the most straightforward HubSpot integration options available.
Contacts owned by a salesperson can be easily added to a Mailchimp group, so they can start receiving email marketing and data on the customer's behaviour.
Syncing HubSpot and MailChimp allows you to manage A/B tests and collect data based on customer segments.
When you sync HubSpot and MailChimp, you can track the behaviour of each customer and determine where they are in the sales funnel.
Don't send “about us” emails to someone ready to buy, and don't waste time sending email marketing content to someone who already bought your product.
Recognise who is not a hot lead and keep them engaged but avoid overloading them with promotional material.
When someone hasn't bought for a while, send discounts and deals that will bring them back instead of generic brand identity content.
Analyse Your Data
We've touched on the importance of combining email distribution with A/B testing so that you can collect data.
Analysing it is essential.
What marketing content generates the highest return on the investment?
What messages make cold leads turn into paying customers?
Which deals are being responded to?
It would help if you also took the time to analyse the rate at which people open the messages, though they may not act upon them.
If people open them but don't act, at least you know that email is ineffective but isn't landing in the spam folder.
Then you can alter the content.
If the messages are never opened, the quality is irrelevant.
Whether you need to change the header of the email or send a message to people to opt into your messages depends on the situation.
If you can't get a response, then you may need to clean up your email lists.
Then you can send out a new campaign to elicit signups, reminding people to opt in to receiving your messages.
Tracking open rates and response rates to brand identity messages can help you avoid having your emails get classified as spam.
Brand identity and lead generation should be complementary, each contributing to the other.
There are many strategies that allow you to enhance each and increase your conversion rate, the goal of all of this work.