Lead generation is one of the main challenges that businesses face. If you want to grow your business and your revenue, you need a steady stream of qualified leads. Leads eventually turn into customers and clients, which is why your Digital Marketing strategy is crucial.
If you are struggling with getting phone calls, contact form fills, and customers in general, the long-term strategy below will be very useful. Whether you are looking for Business to Business or Business to Consumer leads, the lead generation techniques are vital.
How To Drive More Leads Video
What is a Lead?
Any potential customer or client that shows an interest in your business. When someone calls you or contacts you for more information, that would be considered a lead. In addition, a lead can be an individual person or an entire business that wants to work with your company.
Why is Lead Generation Important?
An Accounting firm needs long-term customers and new customers to stay afloat and find success. A Marketing agency needs to drive new clients in addition to their existing clients. Lead generation is important because every single new customer lead is worth a specific value to your business, and the more leads you drive the more sales you can make.
In order to properly grow your business with Digital Marketing, you need a consistent strategy for keyword research, Search Engine Optimization, Social Media Marketing, Content Marketing, Email Marketing, and Paid Advertising.
7 Lead Generation Best Practices
When you are trying to generate leads online, the tips and strategies below will be very useful. Here at Surfside PPC, I believe in giving you long-term solutions because there are no quick fixes when it comes to driving new business. Keep in mind, you are competing with every single business in your industry that provides the same products and/or services.
- Start with a Lead Magnet
- Create Compelling Content that Demonstrates Expertise
- Optimize Your Website to Drive Leads and Focus on Conversion Rate Optimization
- Create Landing Pages
- Stick to a Content Marketing Strategy that Increases Website Traffic
- Repurpose Content Across Social Channels
- Use Paid Advertising
A lead magnet can be a promotion, an offer, a free incentive, or any reason that a potential customer will contact you.
For some software companies, a free trial using their software is the lead magnet. For companies that sell an educational product, their lead magnet may be free educational content. When it comes to a service business, their lead magnet could be a first customer discount or customer reviews and testimonials that demonstrate good service.
You can view the lead magnet example below from Social Media Examiner.
If you have years of experience under your belt, how do you demonstrate that to potential clients? One of the best methods is to create content that solves their problems. For example, a video about how to do your taxes and a video about tax write-offs for Small Businesses will drive leads if the video is useful.
Some business owners think that giving away free information will lose them customers. However, even if you are educating certain potential clients, others will choose to contact you to take advantage of your experience.
My YouTube Videos Drive Leads
If the main goal of your business is to drive appointment requests, then you should have a calendar on your website that allows people to book an available appointment. On the other hand, if you want to drive phone calls then you should have clickable call buttons on your mobile website and your number listed on your desktop version.
With conversion rate optimization, you can use Google Analytics to track your Key Performance Indicators. Then, you can test your offers, your website design, and different types of content to increase your conversion rate.
Landing Pages are where your business can send Paid Advertising traffic. They can also be used to funnel your website traffic so you can drive more contact form fills and phone calls. Lastly, your homepage should be considered a landing page because it generally has a lot of page views and it should drive leads as well.
6 Landing Page Design Tips
Content Marketing is the process of planning content types, creating a content strategy, following a content calendar, and consistently sharing content. The Marketing of your content will improve over the course of time as you build your social media audience and email audience.
The key to using content to grow your audience is you need to be consistent. If you look at the example below, Investing.com can use their large Facebook page to promote their podcast and drive website traffic. It’s easier to drive leads and monetize your business when you grow your reach across the internet.
The brands with the most success are able to write blog posts, create videos, record podcasts, and create social content. If you already have a great blog post about a topic, if you can repurpose the information using different mediums, you can reach more people. There are companies that drive thousands and even millions of people from social channels like Pinterest, Twitter, Facebook, YouTube, and more.
Your best bet is to focus on the social channels that your potential customers are the most likely to use.
Paid Advertising campaigns are one of the best ways to generate more leads online. While you have to pay for clicks to your offer, you should use Search Engine Marketing, PPC Advertising, and Retargeting to see if you can drive a positive ROAS for your business. It makes sense to test Paid Advertising networks, but I would focus on SEO, Content Marketing, Social Media Marketing, and Email Marketing first.
If you look at the example in the image below, the first 4 results in Google for the search term ‘Social Media Scheduler’ are all advertisements.
What is a Lead Magnet?
You may still have questions about lead magnets, what they are, and how to use them properly. The video below will be useful if you need some new methods for driving leads.
Long-term lead generation boils down to content creation, website optimization, conversion rate optimization, SEO, and Paid Advertising. You need to constantly refine and improve your strategy. Ultimately, if you aren’t consistently creating content and focusing on building an audience, then you won’t grow your digital presence.
The businesses with an endless supply of leads generally have a large online footprint, a website with a lot of traffic, and tons of original content.