When it comes to generating leads for your business, what are the best strategies to focus on? Should you spend your time pumping out blog posts to boost your website’s SEO performance, or uploading photos daily on Instagram? Or is a monthly newsletter the better method? The answers to these questions depend on who you ask, the type of business you run, and the way you go about your lead generation strategy. Working with lead generation companies can help you find and execute the best lead-gen strategies to meet your business goals.
With that being said, there are many techniques that can work effectively for your business with the right strategy in place. Before we dive into the details, let’s quickly cover the basics of what lead generation actually is.
What is lead generation?
A lead is an individual or organisation that has shown interest in your business in some way. This interest can be demonstrated through their providing of contact information, like an email address or phone number, which gives you permission to contact them.
Correspondingly, lead generation is the process of attracting these prospects to your business, nurturing them, and leading them down the sales funnel with the end goal of converting them into paying customers. Offering a free PDF guide, for example, in return for an email address is one way you can generate leads for your business.
What are the marketing strategies used to generate leads?
Search engine optimisation (SEO) lead generation strategies
Search engine optimisation still remains one of the best organic ways to help generate leads for your business. Appearing on the first page of search engines for keywords appropriate to your business is a great way to increase your brand awareness for your target audience, and bring relevant traffic to your website.
Here are some effective SEO strategies that lead generation companies can help you with:
Filling your content with industry data and shareable ideas
Backlinks remain one of the most important ranking factors for SEO. A good way to encourage others to link to your website is to provide industry data and ideas that value readers. This thought leadership will help your company become a respected authority in your niche and verify to search engines that your content is accurate and reliable, further boosting your SEO ranking.
Updating your old content
A lot of companies tend to forget about their content once it’s been posted, but this could cause issues for you down the line when your content gets old. From fixing broken links to keeping your content up-to-date with relevant information, a regular content clean-up will minimise any drops in SEO rankings and improve your ability to generate leads.
Pay-per-click (PPC) lead generation strategies
Paid ads on search engines allow you to appear above organic websites by bidding on keywords. You’d be able to show up higher than better-established websites if the combination of your content relevance and bids are more favourable.
Here are some effective PPC strategies that a lead generation agency can help you with:
Tailoring your landing pages to meet user intent
With your PPC campaigns already bringing relevant traffic to your website, you can further increase the likelihood of generating leads by tailoring your landing pages to match your audience’s search intent. The content of your landing pages should relate to the keywords that users have typed in to find your website. Failing this would lead to users bouncing off your site.
Creating remarketing campaigns to maintain user interest
No matter how good your products or services are, the truth is that most users visiting your website will not convert into leads on their first visit. That is why a PPC remarketing campaign can be a great way to keep visitors familiar with your brand until they are ready to take the next steps. You’ll be able to create a personalised ad for those who have already shown some interest in your website.
Social media lead generation strategies
While social media platforms may not be the first things that come into your mind when thinking about lead generation techniques, you’d be wrong to give them a miss. Organic and paid options for social media are effective for all stages of the buyer’s journey and won’t be absent from the business’s marketing strategies any time soon.
Here are some effective social media strategies that lead generation companies can help you with:
Targeting key decision-makers with LinkedIn ads
The targeting options for LinkedIn are like no other. Business-to-business (B2B) marketers can benefit from narrowing down their audiences to the most senior members in their chosen industries, increasing the likelihood of generating high-quality leads. Business-to-consumer (B2C) companies that sell products or services to a specific industry, education level, or job title can also benefit from the targeting opportunities of this platform.
Using Twitter to promote your lead gen content
With monthly users in the hundreds of millions, Twitter makes for the perfect platform for businesses to reach people interested in their products and services. Building a strong, loyal community that engages with your every post on Twitter will bring more potential leads into the mix. With the introduction of lead generation cards in 2013, you no longer have to worry about shortening your messaging to 280 characters.
Making the most of Facebook’s targeting options
Whilst you lack the multilayered targeting options that LinkedIn provides, using Facebook gives you the benefits of running campaigns at a much lower average cost per click (CPC), resulting in cheaper lead generation. The continued popularity of this social media giant gives you access to a large quantity of potential leads, which you can also capitalise on organically by distributing quality content that is helpful for users.
Whatever lead gen strategies you feel is best for your company, a lead generation company can work alongside you to bring the best out of your marketing efforts and generate high-quality leads. Book a 30-minute free consultation with us to find out what the best strategy is for your business.