The digital era has completely revolutionized the way we do business and it’s very critical for marketers to keep up with the demands and requirements of its prospects. How can they do this? The answer lies in building a well-oiled mechanism for lead generation.
The process of lead generation works in continuity and it can be broken down into different sets of marketing activities that correspond with each successive stage of the consumers’ journey. It starts with generating traffic, then converting visitors into leads, and eventually converting those leads into customers.
It has been found through research that leads generation remains a real challenge and this is where marketers get stuck the most. According to data, a whopping 88% of customers research their products and potential sellers online before making a purchase. This proves that we, as marketers, need to design a sound digital marketing strategy that provides value to the buyer and generates not just traffic but qualified leads as well.
So, what are some of the best ways to build a robust digital marketing and lead generation system?
Generating content relevant to your product should, without a doubt, be one of the first steps in your lead generation strategy. Why do we say this? Well, according to a survey by Demand Gen Report, about 96% of B2B buyers look for content which gives more input from thought leaders in the industry concerned and 47% of buyers viewed between three-to-five pieces of content on the company’s site before initiating communication with its sales rep.
To create leads by producing quality content on topics or pain points that your product or service solves or addresses. Post blogs, news and tips and helpful information concerning your industry at regular intervals.
This also allows you to collect data from people visiting your site, enroll them into lead nurture programs and keep them engaged by sharing with them more information about your product or service. And who knows, you may soon turn them into customers too.
By now, it becomes clear that social media isn’t a short-duration fad and it is here to stay. Data reveals that businesses can hike their revenue by as much as 24% when they use social media marketing to generate leads. What’s more, according to International Data Corporation, 75% of B2B buyers use social media for their decision-making while making a purchase. So, there is no gainsaying that social media should be on every business owner’s radar, especially with the overwhelming number of people, and especially young customers, on social media platforms today.
Don’t forget to promote your content through online marketing methods such as SEO, social media and e-mail because that will help people find your content amid the crowd of competitors.
Your website is still the place where the ultimate magic happens. But there are so many websites today out there. In this crowd, how does your website stand out? You have to make the magic work by creating a really well-designed site with slick functionalities. But that’s not all to it. Take time and effort in developing your landing pages, layout, design, content, Call-to-actions (CTA) and online forms. Each one of these is a key component in lead generation. So use your website well to convert lay internet browsers into prospective customers.
Getting ranked on search engines is a prime way of generating leads and sales and this calls for sound skills in Search Engine Optimization (SEO). It ensures that your audience finds the right content in the right context at the right time. An SEO-backed website should consist of Site Performance Tracking, Keyword Analysis, Link Analysis, On-Page Optimisation and Competitors Benchmarking.
While organic search is one of the most valuable long-term lead generation strategies, it’s becoming more and more difficult with over 200 factors influencing how Google will rank your website in the search engine results pages. In that case, you may diversify and try other strategies like content syndication and optimize local SEO.
Through content syndication, you expand your online presence by delivering high-value content to suitable prospects. Optimising local SEO will allow your business to tap into the local community and help users find you when you are needed the most.