Cold calling may not always lead to the impression you want to create and to the goal you want to achieve. Interrupting someone to discuss a problem they may not even have is not a good way to start a relationship. You want your potential customers to find you. Enter lead generation. Below, we’ll discuss strategies to get more potential customers to find you.
Search Engine Marketing
Because the first instinct for many is to search for answers they need, Search Engine Optimisation remains at the forefront of lead generation.
In addition to SEO, it is possible to spend money to appear higher on the search engine results. By using AdWords Pay-per-click advertising, your ads show up to people for search terms you target—and pay only when your link is clicked on. In addition to having the capability to track and optimise performance, and having lower costs than print ads, another benefit is that PPC enables you to laser-target your ads so that the traffic going to your website are most likely to convert.
Yes, you can use these two approaches when it comes to Search Engine Marketing. The first one is getting organic traffic and leads through SEO, and the other is the paid route, which is through PPC.
Social Media Marketing
Leads can also come from various social media channels. Your brand’s influence on your connections and followers can be amplified by your connections’ and followers’ influence—giving you a decent organic social media traction.
When doing social media marketing, you can also use the paid method. Advertising on Facebook, Instagram, Twitter, or LinkedIn provides opportunities for putting your brand, your products and services in front of your target audience.
The most effective channels would depend on your offerings and your target audience’s demographics, interests, and behavior.
Content Marketing
No matter what organic or paid channels you use, the goal of getting their attention, making them stick long enough to capture them as a lead requires effort.
Your search marketing, social media marketing, digital advertising will be much more effective if they are held up by content marketing.
Produce content about a problem your target customers have not identified yet. Create content about your unique solution to that problem, giving your audience tidbits of solutions they can use. In so doing, you will attract more audience and make them stick around—and submit themselves to your website as a lead somewhere along the way.
Documenting testimonials from key customers shows social proof and creates a deeper level of connection with potential leads and shows what separates you from competitors. Blogging allows you to convey knowledge regularly while creating original content ripe with keywords for search engines. This in turn draws more visitors to you; both you and your visitors can share this content on social media as well.
Lead Magnets
Lead magnets are that pieces of content you are giving away in exchange for their contact information. The content you give performs best when it is in-depth, long-form, and comprehensive. Indeed, to get something back, you have to give up something valuable.
There are many examples of lead magnets you can use. White papers or e-books will allow you to share valuable information to your leads, information that should eventually lead to your products and services. Industry research reports, which shows trends, challenges and opportunities, do the same. In turn, you engage your audience with issues and questions about the direction of your industry, and they may return later for more information. Being a source for answers to more difficult questions attracts leads and builds trust.
Providing materials that save your potential customer’s time and research, such as a free template or worksheet for a function they may not have the know-how or hours to create, would start a healthy relationship with them. Email courses will get leads sign-up to receive bits of information on helpful topics over time. Webinars on hot topics educate attendees, who register by providing you with their information. By including tips, tools, and case studies, you lend yourself credibility. Having a quiz for visitors to take allows you the chance to get their contact info in exchange for the results.
Lead Capture Optimisation
Now, the effort you put into doing SEO, PPC, Social Media, Content Marketing & Lead Magnets will be put to waste if your method for capturing leads is not at its optimal level. When designing your website, consider factors that affect lead capture optimisation: clear benefits, calls-to-action, the visitor’s flow on pages, impact and simplicity.
Limit your lead’s input to ‘name’ fields and ‘email’, as you want to minimise opt-in resistance and foster ease-of-use throughout your site. Visitors should understand the function of your site, how to interact with it, and how to contact you without any headache.
Getting more leads requires an investment of time and money. Know which areas to put the majority of your focus into. We at Website Traffic London have been helping clients dominate their niche, acquire new customers or convert more customers. Follow these pointers, and you’ll be advancing your lead generation.
John Warmann
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