How to Generate More Leads Through Your Online Marketing Campaigns
According to the latest research, marketers’ top priorities are generating leads and converting them into customers. Despite the drive toward better lead generation, getting tangible results is still a struggle for most marketers.
But only if you’re not following the right strategies.
So, what methods improve lead generation through your online marketing campaigns?
You can try numerous strategies to improve lead generation through online marketing. However, the best ones will depend on your brand and business needs. Let’s explore the options.
What is Lead Generation
“Lead” is one of the biggest buzzwords in the digital marketing space. It refers to someone interested in your company or organisation.
Therefore, lead generation is getting individuals interested in your business, thus turning them into potential customers.
Potential customers typically reach out to businesses through phone calls, emails, or social media channels. They also get more information about the company by signing up for trials and offers or calling to ask about it.
Referrals, cold calling, and references are some of the oldest methods of lead generation. Digital marketing is the new frontier, though some businesses still benefit considerably from these old-fashioned techniques.
To generate leads, you have to go out looking for them. Marketers devise clever techniques to get people interested in a business or product while delivering a tailored experience for each new lead.
Take this example.
A brand may offer interested customers a survey in return for a promotional voucher for one of its shops. Within the survey, the brand may ask the customer for their contact information, creating a channel for communication where they can sell their products to the potential customer.
The promotional voucher comes in exchange for contact information through a survey that opens up a direct marketing and sales channel for the brand. Even better, through the first interactions, the potential customer is already warmed up to receive more conversation from the brand.
The marketers later compile the garnered information to provide a more meaningful, personalised marketing experience for the lead. Such information dramatically helps modern marketers limit wastage by marketing only to customers who’ve shown interest in the brand’s offerings.
Why Do You Need Leads?
Leads allow businesses to understand who their potential customers are, establish their interests and needs, how they can reach them best, and when they’re most receptive to information and messages from the brand.
Through lead generation, businesses attract qualified prospects who’ve already shown interest in the services or products. Marketers can contact these leads later to try and convert them into paying customers.
B2B and B2C businesses need leads. Most of the marketing done for B2B lead generation targets relevant brands and companies. In B2B lead generation, marketers try to identify and attract individuals looking to change suppliers, subscribe to a trial, or buy additional products.
B2C lead generation targets consumers. Businesses undertaking B2C lead generation typically need large volumes of high-quality leads across various marketing channels such as social media, search, and referrals.
In B2C lead generation, the more leads you get, the faster you can act on them and move them through the sales funnel to convert them into paying customers.
How to Generate More Leads Through Online Marketing Campaigns
A robust digital presence provides an excellent foundation for reaching large audiences. However, you need to maximise your processes for the best chance of converting your online audience into leads.
Here’re a few methods you can use.
Establish Though Leadership Through Content Marketing
Developing content is the first step toward successful lead generation. Research shows that content marketing is one of the three most commonly used lead generation strategies.
However, not any kind of content cuts it. You must create content that places you as the industry’s thought leader and authority.
A survey by Demand Gen Report shows that 96% of B2B buyers want content curated by industry thought leaders. In the same study, 47% of buyers stated that they first read three to five pieces of authoritative content before getting in touch with a sales rep.
So, how do you establish yourself as a thought leader through content marketing?
Start with regularly posting news, blogs, and tips for your industry. Dive into creating extensive guides and how-tos that interested individuals can download from your website.
As more people engage with your content, you can use the data and opportunity to share more about your products or services. Eventually, they become leads who turn into customers.
Don’t stop at content creation. Content marketing helps spread your content across a large audience, which improves lead generation. You can market your content through social media channels, emails, or SEO.
According to a survey, organic search is the largest source of high-quality leads. Thus, your content should be SEO-friendly.
Optimise Local SEO for Your Site
Marketers talk about SEO being the bread and butter of digital marketing and lead generation. However, optimising your site for excellent Google ranking in its search engine result pages (SERPs) is a maze with over 200 ways to look at it.
But you shouldn’t be worried about all the 200 factors Google uses to rank its pages.
Research shows that improving local SEO is one of the most effective ways of generating leads. 72% of consumers who perform a local search end up visiting a store within five miles of their search area.
Improving local SEO lets your business tap into the surrounding community, making itself visible when they need it the most. Local SEO is also becoming more effective with mobile making it easier for customers to search for local businesses.
So, how can you improve your local SEO?
Start by ensuring a consistent name, address, and phone (NAP) on your website and listings such as Google My Business, Facebook, and Yelp.
Also, ask satisfied customers to review your business online. Reviews on third-party platforms increase your chances of getting noticed by prospects without paying for the leads and marketing.
Your website title tag can also help rank better for local SEO. Add the main keyword to the city, state, or neighborhood you want to rank for. For instance, if you sell jewellery in Sydney, Australia, your website’s title tag can read Platinum Jewellery – Sydney, Australia.
You can monitor your local SEO performance by searching for your business using keywords related to the area or neighborhood. If you’ve recently made changes, give them time before testing whether your local SEO ranking has improved.
Build a Great Website User Experience
A positive website user experience is a magnet that reels more users to the site, improving lead generation, conversions, and ROI.
Three vital factors affect your website’s user experience. These include page speed, design, and navigation.
According to research, a one-second delay in page load time can drop your conversion rate by 7%. These are valuable lost leads who often switch to a business with a more responsive website.
Google Page Speed Insights is an excellent tool for checking your website’s loading times and optimising it. It also suggests what you can fix to make it load faster.
Your website’s design influences how users view your business. Research even shows that users trust a business with a nicely-designed website more. Their first impression is informed by how good your website looks.
Therefore, it is vital to have a clean and modern website. Outdated and unattractive websites drive traffic away, ridding you of valuable leads that could’ve converted.
Your website design should also have colours that reflect the business, brand image, and message, with consistent application of these design principles across all pages.
A neat-looking website is a white elephant if navigating through it is more challenging than sailing through stormy seas. Users prefer simple, direct navigation.
Having simple, direct website navigation means that visitors can find the information they’re looking for easily and quickly. Smooth navigation also encourages users to spend a longer time on your website, reducing the bounce rate.
A great website user experience eventually improves your website’s SEO ranking, which improves lead generation and conversions.
Invest in Pay-Per-Click (PPC) Advertising
Pay-per-click advertising is an effective way of generating leads through online marketing campaigns. PPC adverts are paid advertisements that appear at the top search results for specific phrases and keywords.
Since PPC relies on keywords like SEO, you need to decide which ones you want to target in the campaign based on what your potential leads are looking for. Your ad is included in the top search results when the potential lead searches for that term.
Pay-per-click advertising operates through a bidding system. Advertisers bid how much they’re willing to pay for every click to their website from the ad targeted at a specific keyword.
Long tail keywords bring the greatest returns for PPC. You face less competition and pay less for each click by using specific keywords.
Your bid and quality score determine the placement of each ad. After the ad goes live, you can start generating leads immediately, only paying when a user clicks and visits your website.
This operating structure of PPC ads makes them a very effective tool for generating new leads since the ads only attract qualified traffic.
Research shows that PPC visitors are 50% more likely to convert than traffic from organic search. This is because PPC visitors had intently searched for the keyword that led them to your website. Thus, they’re more interested in doing business with the brand than general searchers.
Optimise Your Landing Page
The landing page is one of the essential elements in online lead generation campaigns. Landing pages are designed to leave the potential customer with no option other than submitting their information for something valuable.
According to research, landing pages boast some of the highest conversion rates, hitting an excess of 10 percent for great campaigns compared to the average of 2.35% for other campaigns. Therefore, if your landing page’s conversion rate is not in double digits, you should be looking at optimising it.
You should first look at the landing page’s copy, including the headline. The copy should be sharp, short, and engaging. Users should immediately understand your product’s usefulness to them within seconds of viewing your landing page.
Your primary focus should be outlining the benefits of your product or service to your users, not its features.
You should also spend adequate time testing and tweaking your headline to make it as attractive and compelling as possible. It will be the first thing the user reads and a significant deciding factor in whether they’ll continue browsing the rest of the page or leave the site prematurely.
Videos are a great addition too. They considerably help improve the understanding of a brand’s services or products. According to studies, 76% of marketers state that video helps them secure more leads. A good chunk of audiences prefers watching a video rather than reading a piece of copy.
Also, make sure that the landing page has an immaculate layout. Don’t force your users to navigate to other areas of your site or filter through pop ups and ads to get the information they want. Fewer distractions will make your audience focus more on the content promoting your product or service.
Provide Real Value
Arguably, the most critical bit of your online marketing campaign is not the image, copy, or CTA. Offering real value attracts massive leads.
Ensure you’re offering valuable tools, content, or resources for each lead’s email address. For instance, you can offer gated content such as surveys, webinars, case studies, and video series that add value to your potential customers.
So, how do you deliver this value?
By solving their most pressing problems. Address your lead’s pain points, where they’re stuck, and use your expertise to make their lives easier. Make sure the content is also visually appealing with compelling videos, images, and other forms of multimedia content.
If your leads feel nice engaging with this content, they’ll likely convert and bring business to your brand.
Get the Help of an Online Marketing Professional
Generating more leads through online marketing campaigns is a powerful way of growing your business. Instead of worrying about how you can consistently do it right, get the help of a professional who’ll sort all your content needs ensuring you’re relevant and offering real value to your potential customers.
Over to You…
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