June 22, 2021
Growing a lighting manufacturing or distribution business has gotten more difficult since the COVID-19 pandemic began. Digital marketing automation can be the solution. Lighting Solution Development, a leading consulting firm to the advanced lighting industry, has published a free guide to help the lighting industry understand the latest in digital marketing automation and how it can help drive faster business growth, as the industry comes out of the pandemic. Simply put, to scale up your business, scale up your lead generation, using the latest digital marketing automation.
The lighting business was simpler before the pandemic, utilizing trade shows, conferences, as well as sales managers & reps crisscrossing the country, for face-to-face meetings. Unfortunately, that stopped during the pandemic and all of those sales techniques are expected to be less effective, after the pandemic is over, due to lingering health concerns, work from home, fewer industry events, and reduced travel budgets.
Your lighting business needs to reach hundreds or thousands of new prospects with multiple messages across multiple digital platforms. What’s more, the messages need to be personalized to increase response rates. Sound impossible? It can be easy, with digital marketing automation.
Digital marketing automation can be used to target distributors, contractors, specifiers, OEMs, and facility managers in specific vertical markets, or other target audiences. The best lead generation (lead gen) results come from narrowing your target audience and then tailoring the messaging to be directed exactly at that audience. This makes the messaging more relevant for the audience, driving up response rates and sales.
KNOCKING ON TWO DOORS
The free Guide recommends combining a sequence of automated LinkedIn messages with a series of automated emails, to the same list of contacts. Reaching out through both LinkedIn and email feels more genuine, and is more attention-grabbing, for higher response rates.
With the latest marketing automation software, a single sales executive can send personalized emails and social media messages to thousands of prospective customers in highly-targeted campaigns. Such campaigns can generate many dozens of hot leads and online video demonstrations, booked directly into the sales exec’s calendar.
Click here, to download the free Guide.