A good lead is worth its weight in gold, but many businesses take an antiquated approach to lead generation. People are digitally savvy and look for more than just a company. They want peace of mind that the company knows what they are doing and are experts in the field.
Nurturing a lead and giving them something they want converts them into customers. It takes more than a simple call to action to get their attention, so learn the ins and out of modern lead generation with these tips.
SEO gets them to the website
An organic search is a powerful tool for gaining leads, but only if you can get customers to your site. Search engine optimization is everything you do to improve your rankings on search engines. The higher the rank, the better the chance of a page visit.
Optimize your site with keywords specific to your niche. Think about the types of terms your clients would use in search and use them strategically on your site. SEO involves claiming Google My Business and Google Map pages as well as your content.
There’s a distinct difference between traffic generation and lead generation. Traffic gets them to your site, but that doesn’t make them a lead. It’s your content that convinces them you’re the company for them.
Develop blog posts, white papers, case studies and more that educate your client and show you as an expert. Too many businesses rely on sales pitches, but today’s consumers want to learn something and not just pick a company.
Competition is high in the digital age, so you need to set your business apart from everyone else.
Can’t get something for nothing
There was a time when a call to action had a great chance of an email signup. Those days are gone. People believe signup is synonymous with spam, so they don’t give their email addresses away for nothing. They expect something in return.
We discussed how good content helps get sales leads, but you can also give it away for email addresses. If you’ve got a case study or white paper that’s informative, then offer it to people that visit your site in exchange for a newsletter signup.
Leads will give their emails address if they believe they’re getting something valuable in return. Email marketing is still a viable way to convert leads into customers.
Landing pages hook your lead
When you have a PPC campaign or want to offer a special deal or program for customers, do you send them to a standard page on your site? You might want them to be dazzled by your product page. If you want them to go from lead to customer, then you need more.
Design a landing page specifically to promote a product, program or deal. Fill it with good information and make it separate from the other aspects of your site. It’s where you offer them the free report. It’s where you provide 10-percent offs for new customers. It’s where you send people that click on your pay-per-click ads.
Your landing pages need to pop and be eye-catching. They’re laser-focused on one aspect of your business and provide information that funnels them to the sale. The landing page is one place where a call to action is still very important. It’s front and center, telling them they’ve reached the right page.
Retargeting captures leads that left your site
Leads don’t always come to your site and buy outright. They’ll come and look around but leave to mull over their decision. This is where retargeting can help bring that lead back to your site. Retargeting shows people that visited your site ads and other information about your site as they search the web.
They can be on a different website but see an ad for your business. It keeps you in the front of their mind.
You can also show them a pop-up of similar products as they leave your site to entice them back. Leads need to stay or go back to your site to be of value, so retargeting is essential.
Set goals for lead generation
Leads need to be sought after and not just allowed to trickle in. You need to set goals per month, per quarter, per year or base goals on revenue. This gives perspective to you and your sales team. If you’re halfway through the fiscal quarter and down on leads or revenue, then you can create a push to make sure you meet goals. Without it, you can’t have a benchmark for revenue or leads and end up floundering.
We know leads and can help transform your site from a sales wasteland to a high-performance lead generator. If you want to learn more about lead generation or the ways we can help through performance-based advertising solution, then explore our website.