Once you’ve defined your target market, you need to begin to develop lead generation strategies that are relevant to their interests.
You also need to ensure that your digital marketing campaigns are optimised for SEO, and provide informative, engaging content that helps to strengthen your brand’s authority in your industry.
We know it sounds like a challenge, but you’ll likely be surprised by how easy creating an effective digital marketing strategy can be.
Read on to master the basics of online lead generation.
Set Realistic Goals
To create an effective lead generation strategy, you first need to set realistic goals.
Often, this means severely narrowing the scope of your project.
Let’s say you own a house cleaning company.
Instead of making your goal something like, “We want to get 250 new email subscribers in a week,” try something like, “One week from the publication of a blog post on the health risks of chemicals found in cleaning agents, we want to get 30 email subscribers who we know are interested in the eco-friendly cleaning products our company uses.”
You can do this by including keywords about organic cleaning products in your post, by writing a guest post about the dangers of chemical cleaning agents on an eco-friendly website, and by commenting on/following eco-friendly social media accounts.
Remember, you can always grow your market later on. In the beginning, start small and rely on a specific niche.
Top Lead Generation Strategies
Especially if you’re relatively new to the world of digital marketing, we understand that it can feel a bit intimidating at first.
As we mentioned earlier, the key is to keep your goals realistic, tiered for growth, and relevant to your niche market. You need to focus on strategies that meet your market where they are, whether that be on a specific social media platform or through creating the types of content that you know your market prefers.
Now, let’s take a closer look at some of the most effective digital marketing techniques, remembering that a truly effective digital marketing strategy exists far outside just your company’s website.
Don’t Neglect Video Marketing
Companies that use video content see a growth in revenue 49% faster than those that do not.
Video marketing is effective because it lends itself to a variety of different digital platforms, and because there are so many different kinds of video content you can create.
You can upload shorter “stories” to social media accounts, create a two-minute tutorial video explaining how to use your products, do a live video to give your Facebook followers the chance to interact with your company in real time or create an animated video to include in your next e-newsletter.
Video content can also easily be optimised for SEO. Things like the title of your video, the way you choose to categorise it, your video description, and even the closed captions all provide excellent opportunities to rise in the search engine rankings.
Keep Website Design in Mind
You can work tirelessly to create products you know will bring users to your website, earn you followers on social media, and make your market feel an emotional connection to your brand.
But your lead generation strategy and efforts will all be for nothing if your visitors can’t find the products or information they’re looking for once they get on your website.
Lead generation isn’t just about getting people to come to your website. It’s about making sure they take some kind of action.
Your website design should make taking that action, whatever it is, as simple as possible.
This means your site should load quickly completely on both mobile and desktop devices. Eliminate “heavy” images, avoid pop-ups and banner ads, and get rid of unnecessary plugins on your site.
Ensure that any links you’ve included — whether they’re to another page on your website or to a study or article from an online journal — are still working. Make sure you include your contact information on every page of your website and use menu options to organise your internal pages.
Optimise for Voice Search
By the year 2020, nearly half of all Internet searches will be conducted using a voice search tool — with many searchers already using devices like Alexa and Siri to help them find what they need online.
How can you ensure your content is optimised for voice search?
The goal is to tailor your keywords — the words and phrases people put into a search engine — to the way people speak, not the way they type. If you’re a bridal shop, for example, a searcher using a desktop computer might type something into Google like, “bridal shops London England.”
But if that same searcher is using a voice search tool, they’ll likely say something like, “What are the best bridal shops near me?” or “Where can I find non-traditional wedding gowns in London?”
As you can see, including “who, what, where, when, and how” questions in your keyword phrases is effective. You should also aim to create content that answers some of the most common queries your company is asked.
This way, your content has a better chance of making it above the fold of standard search engine results — and actually being read aloud to searchers.
Email Marketing is Essential
With so much talk about video marketing and voice search, it’s easy to let classic lead generation strategies like email marketing fall to the side.
However, email marketing not only connects your market to opportunities that are the most relevant to them; it also provides you with invaluable insight regarding customer engagement.
Let’s say you’re a cosmetics company. The 30-year-old man who primarily purchases shaving cream and face wash from your company won’t be interested in the anti-wrinkle cream and hair colouring kits that a 60-year-old female client buys.
So why should they receive the same promotional emails?
Through market segmentation — breaking up your market into separate categories based on their age, gender, buying history, income, and more — you can make your email campaigns much more effective.
You can then use the data collected from your email campaigns — like when the emails were opened, which subject lines are the most popular, how many people have unsubscribed, etc. — to inform future campaigns.
Need Help Putting These Lead Generation Strategies into Practice?
Just because you now have a better understanding of how to create a robust digital marketing strategy, doesn’t mean you magically also have the time and expertise.
Luckily, we do.
Get in touch with us to learn how we can take your lead generation plan to the next level.