Media training 101 for small businesses

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Great news: you just scored a big press interview to promote your business. The story will expose your brand to the perfect new audience and drive meaningful traffic to your website. So…don't blow it. Yes, just as quickly as the excitement for the opportunity arrived, the realization that you now have to do an interview sets in. I get it—press interviews can absolutely be intimidating. The resulting coverage represents a significant opportunity to acquire new customers, drive sales, or raise awareness, and you want to be sure to represent your brand well and really compel the audience to check out your company. On top of that, you have to contend with adrenaline and nerves in the moment. You may be thinking, "So many other business owners are so polished and articulate in their interviews. How am I going to pull that off?" Deep breath. A successful interview is usually the result of good media training: preparation and practice in advance of an interview. I've tr...
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Fast follow-up: Automatic workflows to get the most out of your landing page

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Landing pages are perfect for launching a new product or service. By hitting that sweet spot between a full website and a social media post, landing pages focus the attention where you want it—your awesome new thing—without visitors getting lost in a sea of content.

Landing pages aren't just for looks. They're a powerhouse for lead generation.

You can use them to capture new leads, add visitors to email lists, and build excitement for your new offering. Typically, lead capture and email campaigns require a lot of manual work, like copying leads to your customer relationship manager (CRM) and email newsletter apps, but Zapier can automate that work for you.

Our automatic workflows, which we call Zaps, send information from one app to another, so you can stop worrying about copy/pasting and focus your attention on a successful launch.

To get started with a Zap template—a pre-made Zap—just click on it, and we'll guide you through customizing it. You can read more about setting up Zaps here.

You'll need a Zapier account to use the workflows in this piece. If you don't have an account yet, it's free to get started.

Send a personalized message to new contacts

Your landing page's best asset is a form where visitors can sign up to learn more about your product. Once someone signs up, it's a nice gesture to send a response thanking them for their interest. It also serves as confirmation that their sign-up was processed.

Use these workflows to send a personalized email to a new contact. Personalized messages make your business stand out and can encourage visitors to become customers.

Add contacts to an email list

Some landing page builders—including Mailchimp and Wishpond—include email tools to automatically follow up with a drip message. Drip campaigns send messages over a period of time, usually to encourage visitors to take specific actions.

With other landing page builders, you'll need to copy your leads over to an email app to send messages. Instead of bemoaning your app choices, you can use any of the Zaps below to automatically add new contacts to your email newsletter or drip email list.

If you work with tools not on that list, don't worry! Zapier works with thousands of apps. Head to our App Directory and search for the one you use, or browse to find the right solution for your needs.

Add new leads to a CRM

As you collect new contacts, you'll want to assess your landing page's value over time. By adding your contacts to a customer relationship manager (CRM), you can keep track of everyone who's filled out your form, see which of your existing contacts also visited your landing page, and find the people who you should focus your marketing on.

You don't need to spend time downloading data and uploading it to your CRM. Instead, use an automatic workflow to connect your landing page form to your CRM and keep your contacts updated over time.

Get notified about new sign-ups

You've launched your landing page, but how do you know if it's working? Instead of obsessively checking your page building app, you can use a workflow to receive alerts in Slack, SMS, or another app whenever new visitors fill out your form.

This is critical if a submission means you or someone on your team needs to quickly take action. You'll reduce the time it takes to move that lead through your sales funnel, and respond while your business is still top-of-mind.

Get ready to launch

Landing pages are a great way to build hype for your product, collect new leads, and test which core ideas about your offering resonate with your audience.

With all the new leads coming in, learn other ways you can use automation to manage your new contacts and turn them into customers:

Related reading:

This piece includes some information from an article originally published in April 2018 written by Matthew Guay.



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