Your web strategy should be all about driving qualified visitors to your website and get them to provide some type of information so that you can continue to educate them on why they should select your product or service.
Rio Verde Media will optimize your website for search so that you will attract your most valued consumers. Your web visitors will be able to sign up with your email lists so that you can market those customers through your email campaigns.
We will provide your team with an online marketing strategy across SEO, SEM, Display, Retargeting and Email that you can implement directly, or enable our team to manage the program based on your strategy and budget.
Inbound marketing is here, people. What this means for your business is that your audience no longer wants their attention bought––they want it earned. This means lead generation strategies need to be revamped across the industry to better meet the needs of target markets.
The first step in this evolution is to create compelling content, and the second is to use that content to convert visitors into leads. Of course, this is easier said than done.
Your Inbound Marketing Strategy Consists of Stones, Pebbles, and Sand
What are the large stones that are the most essential to your strategy? What are the pebbles that serve as secondary, supportive tools for your business? What small stuff or distractions are the “sand” of your business? Most businesses would argue that their customers are their “stones”.
While it is indisputable to say that customers are essential to any business, I want you, instead, to think of them as the water that was used to finally fill the jar. The water was poured in only after everything else was firmly compacted in the jar. Your business can benefit from taking this same mindset in your inbound marketing strategy.
It All Starts with Content
Your content is your stones. Compelling content plays a huge role in generating leads. This includes the tools used to generate traffic, such as your blog, SEO, PPC, and social platforms. Marketers reported that demand for content creation increased by 70.94% in 2013 and has continued doing so. Creating compelling content is your key to establishing yourself as the go-to, educational leader in your industry.
You know what they say: you can catch a lot of flies with honey, but you can catch more honeys being fly. Try that cliche in a bar and it might end with a drink thrown in your face, but adapting that mindset in your inbound marketing strategy could not only improve lead generation rates, but also increase the number of qualified leads your business attracts.
This article will focus primarily on the step that comes after your stones are in place––your pebbles, or the best practices for generating leads using your content. You will quickly understand how companies that are hopping aboard the content train are generating 67% more leads per month than those who don’t.
1) Lead Capture
Odds are that about half of your visitors will never return to your site if you do not adequately capture some bit of information from them. A working email address is the best thing a marketer can ask for here, but visitors are not always willing to give this kind of personal information up. Call-to-action buttons like “Sign up here” have practically become synonymous with “We are going to spam you”, which is why marketers need to find new ways to obtain this information.
2) Lead Magnets
A successful client lifecycle requires optimizing the process for converting visitors into leads. Unfortunately, a hole exists between the traffic generation phase and the lead generation phase that often results in one-time visitors who neglect your attempts to capture their information and never hear from you again.
You can seal up that hole with lead magnets. Lead magnets are tools that provide value for your visitors in exchange for their contact information. Businesses use lead magnets such as email opt-ins, subscriptions, and social media follows to fish for some sign of interest from their site’s visitors. The goal of this is to receive permission from visitors to follow up. Some examples of lead magnets include free:
- Training video series
- Free trial
- White papers
- A set of bonus tips
- An interview with an expert on a relevant topic
These free-of-charge educational tools will confide your visitors in your offering, allowing you to both obtain their email address and educate them on your business.
3) Landing Page Conversion Techniques
Another huge asset to your business when trying to convert visitors into leads are landing pages. This can be any page that someone lands on after clicking on an advertisement or other online marketing elements. It is also important to note that landing pages exist separately from your company’s website, and typically are used as a tool for a single marketing campaign.
Landing pages serve the dual purpose of capturing leads and warming up potential customers. Both of these are essential stepping-stones before moving a customer further down your sales funnel. Additionally, there are two types of landing pages:
Lead generation landing pages are used to capture a user/company’s information in exchange for something. This relates back to the concept discussed earlier, of “giving before we ask”.
Click-through landing pages are used to attract the visitor to the specific product or service that you are trying to sell. The goal is to educate your visitor with enough information that they proceed to make a purchase.
Landing pages have one call-to-action in mind. Instead of overwhelming visitors with information regarding your business and all the products and services you offer, it is essential that you narrow the focus down to one specific goal in mind. Be sure to cut out any excess information that isn’t essential to the campaign, and be sure to include only one form or call-to-action link for them to utilize.
The most important element of your landing page is that it delivers the promise that your ad source made. If your ad says “Get 50% off computers here”, you need to reassure the visitor as soon as possible on your landing page that you will deliver that. One way to do this is to make the call-to-action on your ad source the headline on your landing page. Another way is to make sure the font, coloring, and images used in your ad are duplicated on your landing page to some degree.
4) Lead Scoring
Lead scoring is a component of marketing automation software that helps prioritize your leads according to their levels of engagement with your inbound marketing content and ultimately help you figure out who is ready to buy. It can also help you identify what they are interested in if setup correctly. This technique is used to quantify interactions that prospects have with your content by assigning points for different types of engagement. An example of the different types of engagements and their point values might look like this:
- Download an ebook – Add 5 points
- Watch a product overview video – Add 7 points
- Job role not a good match – Deduct 10 points
- Fill out opt-in form – Add 7 points
- Unsubscribe from a list – Deduct 7 points
Surprisingly enough, 79% of B2B marketers have not established a lead scoring strategy. Lead scoring provides your company with real-time feedback on how responsive your leads are to your marketing efforts. It can also indicate people who are ready to buy from you, but haven’t yet been in contact with you.
This point-based approach to recognizing and analyzing a company’s hottest leads will save your business time and money when reaching your target market and capitalizing on sales opportunities. With your hottest leads identified, your business can communicate with these leads confidently knowing that they are already aware of and interested in your business.
Lead generation plays a role in every business’s marketing strategy. Think about how many business’s sites you have visited since the dawn of the internet that you will never return to again. Not only did those businesses fail to capture your attention at that given time, but they failed to reconnect with you in the future.
This is a result of neglecting the lesson discussed in the jar analogy––prioritizing the different elements of your marketing strategy so that a foundation is in place for you to build an efficient and effective approach around. With your content in place, your business can begin using lead magnets, lead capture, effective landing page design, and lead scoring to optimize lead generation rates and create an overall better performing inbound marketing strategy.
To learn more about how you can implement a lead generation strategy that will drive business through your online channel, contact Rio Verde Media today!