Every business owner wants more leads. And they want to convert those leads into paying customers and brand advocates. The problem? There’s so much conflicting advice about how to generate leads, and what to do with those leads once you have them, that it can be difficult to know just where to start.
Just 16% of marketers consider their lead generation efforts to be very or extremely effective. That means that more than 80% marketers are missing out on quality leads that are likely to purchase their products and services.Luckily, we’ve got all the information you need to get started with lead generation. Read on to learn how you can kickstart a powerful lead generation strategy today.
Who Are Your Customers?
Before you get started with your lead generation strategy, you should know your target market inside and out. That means knowing where they live, where they shop, how old they are, what they’re worried about, and most importantly how you can solve their problem.
One of the best ways to do this is by creating buyer personas. You can do this by researching your current customers and using data from your sales and customer service teams, social media, and Google Analytics.
It’s also a good idea to use interviews and surveys and focus on really getting to know your customers and what makes them tick. Once you have an excellent understanding of who is buying your product and the steps they take on the way to purchasing that product, you can create a content strategy.
Why all great lead generation strategies begin with content
The days where you could purchase a few ads on the TV or radio and be rewarded with increased leads and sales are long gone.
Now, consumers are overwhelmed with ads from every channel, including TV, radio, Facebook, Google, YouTube, and more. There are more companies asking for their attention than ever before, and consumers are pros at tuning out these marketing messages.
If you want to connect with prospects and leads, you’ll need a content marketing strategy. This involves the creation of content (e.g. blog posts, videos, ebooks, etc) for every stage of the customer journey.
Here are a few examples of the type of content you’ll need:
Blog posts help show potential leads that your business is perfectly positioned to solve their problems. They also help boost your SEO since Google regularly crawls your website looking for new content. When you have an effective blogging strategy, you’ll educate your customers while also increasing your position in the search rankings.
Web content includes your current pages (like your Home, About, and Product pages), Your content should be easy to scan and find, with plenty of CTAs to encourage visitors to sign up for your newsletter or share your content.
Your visitors will often visit your landing pages when they click on a link from an email or social media post. These will often offer your leads something they want in return for their email address.
Email is the best way to stay on your prospects’ radar. Of course, if you don’t create interesting, helpful, scannable emails, your prospects will simply unsubscribe. Your subject lines, design, and content are hugely important here.
In this detailed three-part guide, you'll learn about
1. Understanding Lead Generation
2. Top Lead Generation Tactics (Content Marketing, Blogging, Website content, SEO, Landing Pages, Social Media, Email Marketing, Paid Techniques, Phone/telemarketing, Middle-of-Funnel)
3. Measuring the Success of Your Lead Generation Strategy
Complete the form and we will send you our complete guide to generating leads on your website.
Why SEO goes hand-in-hand with content?
It’s not enough to simply post content on your website. You need to encourage potential leads to visit your website so they can engage with that content.
That’s where SEO comes in.
Search engine optimisation is the best way to increase your ranking in the search engines, which makes it more likely that users will click on your website than your competitors’.
This involves link building, social media marketing, and keyword research. By choosing the right keywords, you’ll be able to use content that answers your potential leads’ questions, helps them with a problem, or creates a conversation.
Using paid lead generation techniques
You can put your marketing budget to the best use by implementing smart paid lead generation techniques. These include:
- Google Adwords
- Content syndication
- Facebook ads
- And more
Why you need to nurture your leads?
Very few people in the B2B space will make spur of the moment purchases. That’s why you need to focus on middle-of-the-funnel leads, who are still in the process of deciding whether or not your product is the best fit for their business.
If you fail to nurture these leads, they’ll simply go elsewhere- meaning you would have wasted time and money attracting them in the first place. Instead, you need to continually engage with those leads, and produce content that will answer any questions they have about your product or service.
Want to learn more? We cover everything you need to know about lead generation with our eBook Your Complete Guide to Generating Leads on Your Website. Download it today for an in-depth look at how you can turn your website into a lead-generating machine and grow your business this year.