Today’s digital era has greatly influenced people’s behaviors, expectations and needs. Despite the challenges brought by these changes, we as marketers are expected to meet the demands of every prospect by creating well-defined lead generation techniques. Without a strong one in place, your business can lose every opportunity there is.
Every digital marketing strategy has one common goal — to generate new leads and to convert those leads into clients. However, figuring out which methods will help you generate the most leads can be overwhelming. In this article, we’ll talk about some of the most powerful digital marketing tips for effective lead generation.
What is Lead Generation in Digital Marketing?
Back in the days, traditional advertising methods such as sending out newspapers and flyers were enough to draw people’s attention. Given the rapidly growing competition and the development of different marketing strategies, it became more and more difficult for brands to reach potential customers and create meaningful engagement with them. In this day and age, the best thing you can do is to build a powerful digital marketing strategy.
Lead generation, for instance, is one of the strongest foundations of an efficient digital marketing strategy. It refers to a marketing process that involves developing and capturing people’s interest in a product or service for the purpose of generating leads, nurturing them until they are ready to make a purchase.
For a business to succeed, gaining as many potential customers as possible is necessary. However, you need to focus your attention on a specific set of potential customers known as your qualified leads. By doing so, you’ll get to spend your time and energy on people with genuine interest or desire on your products or services.
Why Improve Lead Generation?
Regardless of the type and size of a business, implementing a great lead generation program is a must. Generating leads means increasing brand awareness, capturing leads, building remarkable relationships and most importantly, boosting overall sales.
Digital Marketing Tips for Effective Lead Generation
Most often than not, finding ways to generate more leads takes a lot of time and effort. Given the abundant information that potential customers can now access, they have become more informed and educated than they were before. Despite the wide variety of lead generation software available, lead generation remains to be a real challenge for most businesses today.
To help you create an effective lead generation strategy, here’s a list of powerful digital marketing tips you might want to look into:
1. Optimise your website
Your landing page or your website serves as the image of your brand. This is where most sales transactions happen, from prospects sending an enquiry to a sales rep, to clients sending payments for items they have purchased. When optimised properly, a business website can raise brand awareness, drive traffic and can keep your business ahead from the competition.
For starters, investing in web design can be of great help. While there are tons of free software offering ready-made templates, spending an ample amount of time and money for customised website design is still essential. A unique and well-designed business website can help build a sense of professionalism, improving your chances of generating more leads.
Along with a unique and seamless-looking website, it’s also important that your homepage and your key pages are well-optimised. You have to ensure that your website offers a positive user experience. Navigation plays a huge role in this matter. An easy to use and navigate website looks way more appealing to visitors than a hard to manage website.
Another important aspect you need to watch out for is the average load time of your website. Website Builder Expert says 1 out of 4 visitors is likely to abandon a website that takes more than 4 seconds to load. Thus, you need to have your website optimised to make sure everything works as smoothly as possible.
2. Provide unique and well-produced content
According to Hubspot, 70% of marketers are actively investing in content marketing. Given the vast majority of businesses that use content as a main lead generation tool, it’s safe to say that Search Engine Optimisation (SEO) remains a powerful digital marketing strategy to ever exist.
SEO is a digital marketing technique that helps businesses generate leads through organic web searches for specific keywords and phrases. Higher ranking on search results means gaining higher website visibility, increasing the chances of capturing more leads.
The most essential step in creating an effective SEO strategy is keyword selection. To figure out which keywords to use for specific content, conducting keyword research is necessary. Using long-tail keywords, for instance, is better than using short keywords simply because they use a more concise and specific approach, leaving you with lesser competition and bigger chances of getting clicked.
3. Write a guest post.
Another effective lead generation technique is writing guest posts. Known as one of the best inbound marketing strategies, guest blogging provides you with powerful backlinks, widens your audience and offers you an opportunity to strengthen your branding.
Guest posting or guest blogging generates more leads by establishing thought leadership. According to Demand Gen Report, 96% of buyers prefer content from industry thought leaders. By establishing a sense of authority, guest posting provides businesses with the confidence and pride needed to make the nurturing and conversion process easier and faster.
4. Invest in pay-per-click (PPC) advertising
Pay-per-click (PPC) advertising is another essential marketing strategy for effective lead generation. Similar to SEO, PPC advertising utilises keywords and phrases. But unlike SEO that works organically, PPC works on a bidding system. PPC services such as the ever-popular Google Adwords place values to specific keywords and phrases depending on their popularity and the number of people who want to use them. The advertisers will then bid the amount they are willing to pay each time a user clicks their ad. The placement of your ad will depend on the amount you bid and your quality score.
PPC advertising is efficient for generating new and qualified leads. According to PPC Statistics 2020, 50% of PPC visitors are likely to make a purchase.
5. Boost engagement through email marketing
Email marketing is one of the oldest yet among the most effective digital marketing strategies used by most marketers for generating and nurturing leads.
According to Hubspot, there are five different email marketing tactics you can use for lead generation: subject line, brevity, imagery, social integration and CTA.
The subject line is the first thing your visitors will see upon receiving your email. This will help them think whether or not your message is worthy of their time and attention. Thus, it is your job to ensure that your email is worth reading. Think about several ways to improve your subject line. As much as possible, create a personalised subject line or use actionable words that can help build a sense of urgency.
Brevity refers to maintaining a concise, straight-forward yet engaging email content. Imagery, on the other hand, refers to the use of images that work best with your copy. By sending out finely-tuned content with powerful images, you can deliver your messages quickly to your intended audience.
Along with brevity and imagery, is also an effective email marketing technique for lead generation. By incorporating social media sharing links to your emails, your leads can easily share your content with their network, allowing you to reach a wider audience.
Lastly, you need to educate your leads and encourage them to move further into your sales funnel. To do this, adding your CTA in your email can be of great help. Provide them with an option they can take after reading your email. Try using action words such as subscribe, download, contact or register.
Maximise Lead Generation with Digital Marketing
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