The digital age has changed the way we do business, and it's important for marketers to keep up with their outlook demands by building well-oiled lead generators.
How to Generate Leads in Your Digital Marketing
- Use content marketing to establish thought leadership
- Take advantage of paid social
- Optimize your site for local SEO
- Segment email marketing
Lead generation is categorized into a series of marketing activities that correspond to the buyer journey stages, starting with traffic generation, converting visitors to leads, and finally converting those leads to customers. In fact, according to the 2018 Inbound Status Report, marketers' top priority is to convert leads to customers.
Still, even with the availability of large numbers of lead generation software, lead generation remains a real challenge for most people. As the data show, 88% of consumers survey their purchases online before making a purchase. As marketers, we need to build a digital marketing strategy that delivers value to buyers through that research process and produces qualified leads as well as traffic.
Below are four tips to help you build a well-anointed digital marketing, lead-generating machine.
Use content marketing to establish thought leadership
If you haven't started creating content yet, this should be one of the first steps in your lead generation strategy. According to a Demand Gen Report survey, 96% of B2B buyers want more informative content from industry ideological leaders, and 47% of buyers before interacting with sales reps. I have browsed 3-5 contents.
Garner leads by becoming an expert on topics or issues that a product or service solves. Post industry blogs, news, and tips on a regular basis. It also creates an extensive guide that visitors can download from its website. This allows you to collect data from the person who downloaded the guide, so you can keep your guide involved by enrolling in your leadership development program and sharing more information about your products and services. You may also turn them into customers.
Don't forget to promote your content created using online marketing techniques such as SEO, social and email. Good content makes no difference if people can't find it. Organic search is the number one source of high-quality leads, according to a study conducted by FormStack, so take the time to optimize your content for search engines.
Take advantage of paid social
Social media can be a powerful channel for creating potential customers. To succeed in getting leads through social media, you need to spend your time and effort building an enthusiastic audience so that you can turn those individuals into leads. The first challenge is to determine which tool is right for your business. You can place paid social ads on Facebook, Twitter, LinkedIn, Instagram, and even Pinterest.
Since most Internet users use Facebook, about 84% of marketers choose to use this platform to drive traffic and win leads. One of my favorites for lead generation is Facebook Lead Ads. This ad format allows contacts to send information without leaving Facebook. Campaign strategies include "subscribe to newsletter" or "limited time offer-20% off first purchase". Lead ads are also a great way to remarketing campaigns, as website visitors are most likely to see your ad and take this opportunity to provide an incentive to send it back to your sales funnel.
Facebook removes friction, reduces acquisition costs, provides a much better user experience, and hopefully brings more leads to your business.
Optimize your site for local SEO
Organic search is arguably one of the most valuable long-term lead generation strategies. Still, it's hard to know where to start because there are more than 200 factors that influence how Google ranks websites within SERPs (Search Engine Results Page). I think lead hitters are spending their time optimizing local SEO. According to WordStream, 72% of consumers who do local search visit stores within 5 miles of where they searched.
Local SEO allows your business to leverage the community around you and find you when your users need it most. As mobile continues to dominate, local SEO can make a big difference in getting more customers to the front door. First, make sure your NAP (name, address, phone number) is consistent within your website and lists such as Yelp, Facebook, and Google My Business. Another good idea is to ask a satisfied customer to leave a review, or make it very easy for them to review your business. Reviews on third-party platforms increase the chances of being found by qualified prospects without paying a single penny. Also, make sure your website title tag contains the main key phrase that ranks in addition to the city, state, or neighborhood (for example, "Overnight Fly Fishing in Colorado"). Wait for a while, and then test your business by searching for keywords and seeing where to rank them.
Segmented email marketing
While this may be one of the old tactics, email marketing can be a very powerful tool when reaching prospects or upselling existing customers. It is important to adapt your email marketing strategy by tailoring your messaging to target specific segments of your customer database. Marketing automation is now a common way to help marketers automatically send targeted emails to leads. Leads can be placed in workflows in sync with CRM, so when a lead fills out a form on a website, it grows with content that matches a particular interest. This may include follow-up emails with great content and CTA (subpoenas) for subscribing to blogs.
Knowing more about each lead allows you to adjust your message to move down the goal-achieving process. According to Forrester Research, lead-growing companies see 50% more leads available for sale than non-growing companies at a 33% lower cost. Marketers have become smarter about their inbox with the ability to capture website visitor data and combine that data with action triggers.
There are only a handful of lead generation strategies named, but if you choose to experiment next time, be sure to continue testing. This will help you gain a deeper understanding of how to strategically and effectively implement digital marketing campaigns to generate revenue.