Lead generation can be a full time job. Ideally, you need a whole team of people generating new leads every hour of the day, but that’s not particularly practical. So how can you essentially get the leads to come to you?
The best lead generation strategy is one that requires little manual input. You don’t want to have to be chasing down new customers, but get leads organically. And if you’re still using more traditional marketing methods, it’s important to focus on the digital side of marketing. Strategies like using word-of-mouth recommendations and attending networking events can be effective, but are time consuming and often inconsistent. Not to mention the fact that they rely on your presence, and eventually you’re going to want to take some time off.
Overall, you need to use digital marketing techniques, and be conscious of how much time your strategies require. To help you get started, we’ve outlined four great strategies to increase your leads below!
1. Focus on Search Engine Optimization (SEO)
If you’re used to more traditional forms of marketing, you may not know much about SEO. As the name suggests, search engine optimization is about tweaking and perfecting your content, so that search engines see it as relevant. Then, if someone is searching for companies in your industry, or the products you offer, search engines like Google will direct them to your site.
The great thing about SEO is that all traffic generated from this method is organic, so won’t require your input. But the downside is that it takes time for SEO to be effective. It won’t happen overnight – a SEO strategy will typically take between six months and a year to start really bearing fruit.
Typical SEO Methods
So how do you go about implementing SEO? Your two primary focuses should be on-site content and building your backlink profile. With the former, this involves creating copy that demonstrates that you’re an expert in your field, using plenty of relevant keywords. In terms of backlinks, you need external sites to be linking back to yours. This shows that others see you as an authority in your industry.
There are a range of technical SEO techniques you should also consider using, such as loading speed, action response time, and your Cumulative Layout Shift score. Google’s Page Experience update in June 2021 meant that such technical elements of your site can make a big difference to your rankings.
The main thing to remember with SEO is that you need to be patient. You won’t see results overnight, but Search Engine Optimisation can eventually become the most effective tool in your marketing arsenal.
2. Pay Per Click (PPC)
Alongside SEO, it’s a good idea to have a PPC strategy. As the name suggests, you pay a small fee each time someone clicks on one of your ads, so this isn’t a way of getting organic traffic, which is what you’ll be aiming for. But you can tailor your strategy to suit your budget and needs, and it’s easy to review and refine your tactics.
With PPC, you can ensure that you’re reaching the right audience by using targeted display and search campaigns. You can also use specific keywords in your ads, so that your content is appealing to potential customers. Essentially, PPC is a way to get quick wins, and is something all businesses should consider investing in. The trick is to gradually reduce your PPC efforts, as your SEO strategy becomes more fruitful.
3. Expand Your Social Media Strategy
Not everyone loves social media, but it’s an essential part of any lead generation strategy. Social platforms allow businesses to interact directly with their audience, showing their more human side. Regular posting on social sites, creating engaging content, and making sure you respond to any audience communications should also help you build your social following.
Another great thing about social media is that it’s easy to reach the right demographic. This could be through hashtags, or if you use paid ads you can specifically target certain groups of people. That way you know that they’ll be interested in what you have to offer, and you won’t be wasting money advertising to people unlikely to make a purchase.
Social furthermore allows you to stand out from the crowd. Of course, like SEO, significant results take time, and the more you put into your social media strategy, the more you’ll get out of it. To get ahead of your competitors, it’s important to invest time in planning, as well as analysing the results of each campaign, so that you can make improvements moving forward.
4. Use Digital PR
PR used to be about getting your business published in magazines and newspapers. And while this is still important, especially within certain industries, the world has gone digital. So alongside traditional marketing tactics, you need to build your digital PR presence. This could include:
- Using influencer marketing to create widespread brand awareness
- Building your backlink profile through digital articles and press releases
- Incorporating your PR press into your social media strategy, making sure to tag the relevant publications and drive social media mentions
You can furthermore use digital PR to boost your SEO efforts. Writing about things like press releases on your website, such as through your blog, will mean your content will be current. Regular updates keep you on the radar of search engines, which can improve your rankings. That in turn can get you more organic traffic, as well as sales – there really is no downside!