- 25th May, 2022
When working on an effective Digital Marketing Strategies, marketers can tell their success with a few outcomes, and they do this by tracking how many leads they can generate for their customer (You). While this is only a temporary gauge, it is the one that helps point them in the right direction. The most important task, is to make sure that every possible opportunity is taken to generate a lead or sale.
What is Lead Generation?
Lead Generation is the process of getting leads for you or your sales team. Providing the leads are quality leads, you or your team will follow up each lead accordingly, and with a bit of luck, turn each of them in to sales.
- Lead Capture: The final stage of the lead generation process. It is of course, the most valuable component of Lead Generation.
- Lead Capture: The method used to collect information from a lead. This information typically includes a persons name, email and other important contact information.
- Lead Magnets: An incentive that compells the visitor to become a lead.
- Lead Qualification: This is the process that determines how likely it is that the lead will become a sale.
With most businesses they aim to generate the most leads they can in the most cost effective manner possible. While most cannot achieve this. They will give it a damn good go. After that point it becomes a numbers game. More quality leads will equate to more sales. The following digital marketing strategies will help you with lead generation.
Your website needs to provide the best possible user experience. It will have a massive impact on the overall performance of your digital marketing campaign. Experts will tell you that it is more important in some cases than the content you present. Here are some elements of User Experience that are important.
Your websites design will often be the make or break point for a visitor. Their first impression counts. Your website must look modern, up to date and clean. You should also make sure that your website is well branded. This is what people use to recognise and associate your business going forward.
Having a well designed website is one thing. Your website navigation being easy to follow is just as important. If people struggle to find what they are after they will leave. The easier the navigation, the better the user experience. We know that this translates to a better, User Experience. A big tick in search engines eyes.
If there is one thing that people bang on about. To a degree, rightfully so. That is Page Speed. You want it to load super fast, in fact, the quicker the better. Some of the world’s busiest sites claim it can cost $1m per millisecond in sales. While we are not all at that point. It certainly should be something you consider. While it all comes at a cost, you need to make sure the design and development team are mindful of page speed.
Leading search engines see accessibility by alll types of devices and users a key area of importance. This translates to your website must be mobile friendly. It also extends to the fact, your site should meet accessibility standards for people with both audio and/or visual imparements.
Split Testing, Also known as Running A/B Tests
Running tests like this will help you identify what users like. The process of testing Design A vs Design B can get very finite. In some cases simply changing the colour or size of some text will change users responses. Changing layouts and reducing the length of forms can also make a huge difference.
Search Engine Optimization (SEO)
SEO is one of the most common methods used to generate traffic. This technique will help your site rank under particular keyword phrases in major search engines. Most people also find that it will help you put your site in front of your target market. There are many factors that help search engines determine your rankings, here is a few things you can do to help improve yours:
- Keyword Selection: When creating a SEO Strategy, choosing the keywords to target is very important. You want to reach users who are searching for content on the topic you are covering on a specific page of your website. Long-tail keywords are much better as they allow a user to find something specific they are looking for. These types of phrases will usually generate better traffic and have less competition.
- On-page Optimization: Optimizing your content pages will ensure that when a user lands on it. Make sure that the content is correct, the images are appealing and the call to action is there. You also should optimize the title, meta descriptions, headings and page text. This shows the search engines what your pages are discussing. It will help them rank your page accordingly.
- Off-page Optimization: Search engines aim to organise the internet. They rank web pages based on content and links pointing back to a given page from other reputable and trustworthy websites. This a couple of examples of what they use to help rank a site. There is a stack of other off-page optimization factors and techniques that the search engines use to rank your website.
Pay Per Click Advertising (PPC)
This very powerful and effective way of generating leads has made many businesses successful overnight. You pay a fee per click to be seen at the top of search engines for various keywords and phrases. PPC, just like SEO, uses some of the same concepts and one of those concepts is keywords.
How does PPC actually work?
PPC is based upon a bidding system. This bidding system is where advertisers will bid how much they are willing to pay for every click. When a user clicks on an ad, the advertiser pays. Ultimately the advertiser hopes this will lead to a conversion to cover the cost. Advertisers will pay based on a few key factors, some of these include, quality of ad content and quality of the landing page which the ad points too.
How can PPC help your business?
Pay Per Click Advertising is a great way to generate new leads. As such, these leads are not 100% qualified right away, that is your job. Website owners need to make sure that their website, contains the right information for the visitor who just clicked on an ad. More times than not, the ads are created but unfortunately, the landing page is what lets them down. The great news is though, most PPC visitors are 50% more likely to purchase than those from organic search.
One of the most powerful ways to promote your business online is through content marketing. It will help attract credible leads and improve your visibility online, if you are not sure what content marketing is, it is information displayed in many different forms. It can be online guides, infographics, videos, articles or even podcasts. The idea of content marketing is to produce as much information as possible in a variety of formats.
Creating Gated Content
One way to get quality traffic and leads is through the use of gated content. Gated content is content that will require a user to complete a form, without completeing the form the will not get access to this gated content. The content is essentially locked. Once unlocked, typically by supplying information, they get access to said content. Quite often gated content will have perceived value and can come in the following forms:
- Guest Blogging
- Reports/White Papers
Creating a newsletter absolutely packed with valuable content will go along way to building a successful newsletter campagin. Using newsletter lists can be a lead magnet, particularly if it is filled with content that its subscribers are hanging out to read. After creating a great newsletter list you can post out information to your readers. Regularly inform your mailing list about blog posts or updates about products and services on offer. Completing such actions will often help generate leads with higher spend than others who only send out randomly. More importantly, almost every newsletter list offer users access to exclusive content. Providing this valuable content will help build a strong following.
Social Media Optimization
Social Media as we all know, when used effectively, can generate impressive amounts of leads. There are so many platforms available who cater for different industries. Some of the most popular platforms for lead generation include Facebook, LinkedIn and Twitter. YouTube and Instagram have also proven to be very successful. In order for your campaign to be effective you need to know and understand your target market.
Just like with search engines, many social media platforms do offer the opportunity for businesses to promote themselves through both paid ads and organic posts. The results for organic posts are often not as good as paid ads. None the less, they are always good to do as a supportive measure.
Did you know that emails have the potential to earn you anywhere up to $44 for every $1 you spend? This is a 4400% return on investment. There is not many marketing options like that left. It is of course one of the oldest forms of digital marketing. Because most of the people are targetted through subscription lists they have signed up for, it becomes a very easy proposition to market to them. Some smart e-commerce enabled website owners automatically add their customers to their mailing list. By doing this they are essentially marketing to potential repeat customers. In otherwords, they are prequalified and more importantly they know what the level of service is that they will receive.
Potential Outcomes From The Right Digital Marketing Strategy
Successful lead generation strategies will vary from owner to owner. Generating new leads is not something that will happen right away. It is a time taking process, you must be aware that it requires an investment of time. The rewards online though can be overwhelming. If you are in a business that has never achieved great results from a digital marketing strategy then it could be a game changer for your business. In short if you consider the methods we have discussed above for lead generation, you can certainly achieve some great leads.
If you would like to start generating some high quality, qualified leads for your business. Contact us online or call us today on +61 7 5479 3888 to speak to the team from Suncoast Web Solutions.
WE ARE YOUR ONE-STOP INTERNET MARKETING SOLUTION ON THE SUNSHINE COAST!