You understand the value of lead generation, but are you seeing that value as a result of your efforts? If you’re not, then it’s time for a change in your marketing strategy. Try making these four changes to bring in more leads to your business.
#1 Change Your Keyword/SEO Strategy
Because targeting the right keywords is essential to lead generation efforts, your SEO strategy is one of the most important aspects of digital marketing. Not ranking for the right keywords not only keeps customers away from your website, it actively drives them towards your competition.
The process begins with extensive research. It’s not enough to simply target words that describe your products or services. Research will often reveal that popular search terms are different than what you initially want to target.
#2 Change Your Website
Is your website user friendly? Does it have a funnel leading to a lead capture mechanism? Does it offer useful information on your products or services?
Many businesses fail in their digital marketing because they don’t have a website that is properly set up to inform customers, sell products and services and most importantly, capture leads.
Lead generation is more than simply getting visitors to your website. There should be a well-planned mechanism put in place to guide users through the buying process, no matter which stage of the process they are in when they land on your website.
#3 Change Your Offers
What are you offering potential customers that encourages them to either buy something or leave their contact information for you to reach out to them? Is it something of value?
Many companies make the mistake of hiding information about their products behind gated content (i.e. content that users must fill out a form to receive). If you have a brochure or catalog about your company, you should be making it as easy as possible for customers to get ahold of. If you are going to hide it behind a form, make sure it is something of value that they can’t get anywhere else (i.e. guides, ebooks, tips and tricks, etc.).
If you are offering discounts or other special offers, make sure they are enticing enough to get people off the fence. Sometimes a simple 10% discount isn’t enough to move people to act. Start getting more creative and enticing with your offers.
#4 Change Your Content (or Start Content Marketing)
If you haven’t embraced content development, now is the time to begin. Making your website a robust source of valuable information related to your industry is one of the best ways to encourage leads to seek you out. This is the core of inbound marketing; getting leads to come to you because of what you have to offer (for free).
If you are already producing content but not seeing leads, it’s time to change your strategy. How are getting content ideas? Are you producing the same content as your competition? The problem that has developed over the years with content marketing is there is so much information out there. Too many companies are looking at each other’s blogs and reproducing what they see.
Ask yourself what makes your company different? What do you have to offer that the competition doesn’t (especially in the knowledge department). Make people come to your website by offering information they can’t get anywhere else.