Lead generation should be simple right? Get yourself a presence on the web, let Google pick up your website and rank you for content, and watch those leads come pouring in. If only it was that easy. Whilst you may get a large quantity of leads, the quality could be lacking somewhat.
There are many ways you could go about generating leads, with your competitors no doubt trying their hand at a number of methods. What works for you may not work for another company, but make sure you have clear goals and targets in place:
- Think about the depth of your customer base. What would be a reasonable expectation for your campaign?
- Do you want lots of leads or would you prefer to focus on getting fewer, but better quality leads?
Unfortunately, there is no one-size-fits-all tactic that will cater for your needs. There are many approaches you could take and a recent survey shows the most effective lead generation measures for both B2B and B2C.
Understanding PPC
Have you seen those small ads at the top and side of Google listings when you type something in? These are known as PPC campaigns and have been set up by companies to capitalise on what you’re searching.
Whilst PPC can be very rewarding, it can also be your downfall if not managed correctly. Every time your link is clicked you’ll pay a certain amount to Google, making it important to convert a high percentage of these clicks.
PPC campaigns can target demographics, specific regions and what’s searched on the Internet so there is plenty of scope. Start small and try to figure out the search terms offering the most lucrative returns.
Content is king
With Google continually trying to improve its method for ranking web pages, content has become a huge focal point. Non-duplicated original content is of the highest priority, littered with the key words your customers will be searching.
According to research, companies using content strategies can increase their conversion rates by 29% against those who don’t. If you’re struggling for ideas on content then consider ‘how to’ guides, case studies and whitepapers. Keep an eye or what’s current and ensure your content remains up-to-date.
Of course, always make it easy for readers to submit their details to subscribe for newsletters and the latest information. Make sure your customers know the benefits of subscribing with call to actions. Now you have someone new on your consumer database.
Make the most from emails
Email marketing is without a doubt one of the best lead generation tactics you can use. With a database full of potential customers it’s very easy to send a targeted email out with all the information they’ll need.
The most successful emails will have plenty of call to actions and strong reasons to push customers from simply being interested, to purchasing the goods. You can reach a broader audience by including:
- An informational but fun introductory video
- A short list of tips and advice for readers
- An incentive such as a free trial.
You’ll be able to track how many people open your email and click the links too, giving you a better way to discover which subject lines and call to actions work best.
Always have an excellent landing page which will help in being the final push for your potential consumers. Don’t give them a reason to leave you empty handed.
Boost your SEO
Want to be on page one of Google? So does everyone and the chances are you’ll be competing with dozens of other companies all trying to do exactly the same thing as you. There are a number of ways you can climb the search rankings, which includes:
- Publishing regular fresh content which has a certain targeted keyword. Try to limit each post to just one keyword but mention it at least four times for every 300-400 words
- Ensure your local Google listing is updated
- Make the most of all the tools at your disposal with a convincing page title and Meta description.
