It can be incredibly overwhelming to know where to start, so we thought we’d help out by sharing our best tips to start generating leads that boost your bottom line and turn browsers into buyers.
#1 Focus on Quality, Not Quantity
You may have heard the term ‘all publicity is good publicity’ but that doesn’t apply to lead generation; not all traffic is good traffic. When looking to increase sales, you need to increase QUALITY traffic. Whether it’s organic, pay per click or paid social advertising, analysing the kind of traffic, not just the amount you’re getting, is vital.
It takes time and resources to answer enquiries, or in the case of pay-per-click Google Ads, you’re paying for each click, so don’t waste your hard-earned money on dead-end leads. When implementing a lead generation strategy, quantity isn’t the only metric you should pay attention to, the quality of traffic is critical to success.
#2 Optimise Your Landing Pages
How many times have you clicked on a Google search result only to be taken to a terribly designed webpage? Did you continue to browse the website, or did you immediately click the back button and continue scrolling through the Google results? Most likely the latter. The fact is, your company could be the most-experienced and highly-awarded business in the industry, but if a potential customer is greeted with a poor user experience on your website, you’ve probably lost a potential lead.
Your landing pages are the first impression of your business, just like a physical shopfront; if it’s messy, unresponsive or badly designed, chances are, customers will walk right out and go elsewhere. No matter what digital marketing strategy you are implementing, whether it is organic or paid, your landing pages need to grab attention through great design and purpose-driven copy, respond to the search intent of the user and ultimately encourage website visitors to make contact. This includes making sure the website design is good, the code is clean and the content is targeted to the correct audience and focused on the correct keywords. The inclusion of a contact form and phone number as well as a mobile responsive experience is also important.
#3 Start Content Marketing
We may sound like a broken record, but we’re going to say it again; without good content, your business will almost certainly struggle to grow online.
If you haven’t already, there is no better time than now to get started with blog writing and email marketing. Why? Because content marketing provides an opportunity to expand brand awareness, capture new leads and convert customers by creating content that answers their questions and positions you as an industry leader.
#4 Consider Investing in Google Ads
If you want to take your lead generation efforts to the next level, Google Ads is a great way to go. Through highly-targeted and well-composed campaigns, you can significantly increase your visibility for customers who are ready to buy and generate quality traffic. The greatest advantage of Google Ads is its speed. You can be at the top of the page on Google within 48 hours and generating leads straight to your inbox. You can also define your campaigns by geo-location down to the last kilometre and refine your target keyphrases. Does it work? It’s why Google is one of the richest companies in the world.
#5 Don’t Underestimate the Value of an Online Presence
Are you looking for a cost-effective way to generate leads? Then social media could be your best friend. Both organic and paid social media advertising are excellent ways to build an online community and start generating leads.
From answering FAQs and posting blogs or interesting articles, to showcasing your team and the work you do, social media is essential for getting your brand front-of-mind for potential customers. A paid advertising campaign can also be developed to strategically generate leads.
#6 Track Your Leads
Just like with a fitness regime or science experiment, you can’t compare results or see progress without data. This is why it is so important to keep track of your leads, both paid and organic. A good CRM system is a great way to do this. In 2018 alone, Australian businesses spent more than 2 billion dollars on CRM software and for good reason; they allow you to track your leads while providing a clearer picture of the sales funnel and which areas you may need to improve or invest in.
From Zoho and Salesforce to Hubspot and Nimble, there is endless CRM software on the market. Some are industry-specific or more suited to particular business models, but generally, you want to find one that can be a single port of call for managing all customer and prospect relations.
You can often connect Facebook leads, Google Ads and website leads with your CRM system, though some may require manual input of data, so shop around and liaise with your digital marketing team to see what might be most suitable.
Give our lead generation gurus a call today on 03 9042 0714 to see how we can help you start generating leads for your business!
80/20 Digital's Content & SEO Specialist, Abbey Faulkner is dedicated to staying on top of industry trends and putting her creativity to good use for her clients. She combines her expertise in media and writing to boost rankings, improve brand awareness, increase engagement and generate leads across clients' websites, email marketing and social media.