In lead generation, email is definitely the king. According to HubSpot Blogs research, 64% of respondents said email marketing is the method of choice for acquiring leads. Email is also the most versatile form of marketing. You can use it to communicate with customers about a product or service, share valuable information, encourage interactions, and more.
However, email isn’t perfect. In fact, it has a few major drawbacks. First, email delivers a relatively low click-through rate. In other words, users have to be actively searching for your email to open it and see your content. Second, email is highly susceptible to spam filters. Last, but not least, it’s a relatively old form of marketing and people have grown tired of reading it. If you want to engage with your audience and drive in new sales, then you should consider using alternate forms of communication.
Now, you might be wondering what alternate forms of communication could mean for your business. There are several options including:
Use Video Marketing
Thanks to new technology like TikTok and YouTube, video is becoming a popular form of content. According to HubSpot Blogs research, 39% of respondents prefer to learn about new products or initiatives via video content. Additionally, 20% prefer to watch video explainers of services or products. This means that video can be an effective tool for demonstrating how a product or service works in real life, how it can help solve a problem, or why it’s better than its competitors.
The reason video marketing is so effective is that it allows you to communicate with your audience in a way that’s personal and valuable. Unlike a plain ol’ blog post or Facebook status, which can easily be ignored or forgotten, a short video will likely stick with the viewer. Additionally, the fact that it’s video means it’ll more likely be remembered, which in turn means it’ll be more valuable to your business.
Blogs Are Still Popular
While video might be the future of marketing, the past remains the present. According to HubSpot Blogs research, 33% of respondents said that they first learned about a product or service through a blog post or website content.
This doesn’t mean that blogs are useless. In fact, they can be highly effective when used strategically. If you utilize the right channels and keep the right metrics in mind, you can drive a ton of traffic to your blog and establish it as a go-to resource for your target audience.
Use Social Media
With the right strategy and a little bit of luck, your social media channels can also be highly effective at lead generation. According to HubSpot Blogs research, 29% of respondents use various social media channels to research or learn about a product or service, while 16% prefer to read about upcoming trends or news via social media channels.
The reason social media is so effective at lead generation is that it allows you to communicate with your audience in a real-time, convenient manner. Users can share your content quickly and easily, allowing you to establish yourself as an authoritative voice in your industry.
But Permission-Based Marketing is the Future
Now, it’s not all bad news for email marketers. While email might be used frequently in marketing, it’s important to keep your eye on the future. According to HubSpot Blogs research, 22% of respondents said that they’re using permission-based marketing (PBM) to acquire leads. What is permission-based marketing? Essentially, it’s marketing that involves connecting with people to get their permission to keep marketing to them.
Permission-based marketing opens up the potential to reach people that wouldn’t have given you their personal details, or who would’ve ignored your email anyway. So, while email marketing will always be around, it’s important to evolve with the times, methods, and technologies to ensure your strategy is up to date and effective.
The Bottom Line
So, what’s the take-away from all this? Video, blogs, and social media are all essential to a marketing strategy. However, since these are all still forms of digital marketing, it’s important to keep up with the times and ensure your methods are always evolving to stay effective.