Businesses face a number of challenges related to lead generation. If you want to grow your business and grow your revenue, you need a steady stream of qualified leads. Leads eventually turn into buyers and customers, which is why your digital marketing strategy is critical.
If you struggle with receiving phone calls, filling out a contact form, and customers in general, the long-term strategy below will be very helpful. Whether you are looking for a business to business or a business to consumer, lead generation techniques are vital.
What is Lead?
Any potential client or client showing interest in your business. When someone calls you or contacts you for more information, this will be considered a lead. In addition, a lead can be either an individual or an entire business that wants to work with your company.
Why is lead generation important?
An accounting firm needs repeat clients and new clients to stay afloat and succeed. A marketing agency needs to attract new clients in addition to existing ones. Lead generation is important because every new customer lead has some value to your business, and the more leads you generate, the more sales you can make.
A consistent strategy for keyword research, search engine optimization, social media marketing, content creation, email marketing, and paid advertising is crucial for successful digital marketing.
7 Lead Generation Best Practices
When you are trying to generate leads online, the tips and strategies below will be very helpful. Here at Surfside PPC, I believe in providing you with long term solutions because there are no quick fixes when it comes to growing a new business. Keep in mind that you are competing with every business in your industry that provides the same products and/or services.
1. Start with a lead magnet
A lead magnet can be a promotion, an offer, a free promotion, or any reason a potential customer will contact you.
For some software companies, a free trial of their software is a lead magnet. For companies that sell an educational product, free educational content can be a lead magnet. When it comes to a service business, their lead magnet could be a first customer discount or testimonials and testimonials from customers demonstrating good service.
You can view an example lead magnet below from the Social Media Examiner
2. Create compelling content that demonstrates professionalism
If you have years of experience under your belt, how will you demonstrate this to potential clients? One of the best ways is to create content that solves their problems. For example, videos on how to pay taxes and videos on tax cuts for small businesses will generate leads if the videos are helpful.
Some business owners believe that giving away free information will result in losing customers. However, even if you are educating certain potential clients, others will want to contact you to benefit from your experience.
3. Optimise your website for generating leads and focus on conversion rate optimization
If the main goal of your business is to increase the number of meeting requests, then your website should have a calendar that allows people to sign up for available appointments. On the other hand, if you want to manage phone calls, you must have clickable call buttons on your mobile website and your number listed on the desktop version.
4. Creating Landing Pages
Landing pages are where your business can send paid ad traffic. They can also be used to drive traffic to your website so you can increase contact form fills and phone calls. Finally, your home page should be considered a landing page because it usually has a lot of page views and should also attract potential customers.
5. Stick to a content marketing strategy that increases website traffic.
Content marketing is the process of planning content types, creating a content strategy, sticking to a content calendar, and consistently sharing content. Your content marketing will improve over time as you build your social media and email audience.
The key to using content to expand your audience is that you must be consistent. If you look at the example below, Investing.com can use their large Facebook page to promote their podcast and increase website traffic. Generating leads and monetizing your business will become easier if you expand your online reach.
6. Repurpose content through social channels
The most successful brands can write blog posts, create videos, record podcasts, and create social media content. If you already have a great blog post on a topic, if you can redirect information using different mediums, you will be able to reach more people. There are companies that attract thousands and even millions of people from social networks such as Pinterest, Twitter, Facebook, YouTube and others.
It’s best to focus on the social channels your potential customers are most likely to use.
7. Use paid advertising
Paid advertising campaigns are one of the best ways to reach more potential customers online. While you should be paying for clicks on your offer, you should use search engine marketing, contextual advertising, and retargeting to see if you can generate positive ROAS for your business. It makes sense to test paid ad networks, but I would primarily focus on SEO, content marketing, social media marketing, and email marketing.
If you look at the example in the image below, the first 4 results on Google for “Social Media Planner” are all advertisements.
Long-term lead generation comes down to content creation, website optimization, conversion rate optimization, SEO, and paid advertising. Your strategy needs to be continually improved and refined. Ultimately, if you’re not constantly creating content and focusing on engaging your audience, you won’t grow your digital presence.
Companies with an endless stream of potential customers usually have a large online footprint, a high traffic website, and tons of original content.