This is the guest post by Nishant.
Today’s consumers are confused because there are so many brands competing for a fair share of consumers attention and of course their money.
Our consumers never had it so good.
But it is an altogether different story for those of whom on the other side where it is you who wants to attract them, engage them, convert them and in the end retain them.
Generating quality leads and then converting them is one of the top challenges facing today’s marketers.
65% of the respondent companies state generating traffic and leads is the top challenge they are faced with.
That’s all fine about generating.
What about converting?
74% of marketers say converting the leads generated is their priority.
But properly done, an online lead generation strategy will channel quality leads into your funnel that converts ultimately into paying clients for you.
So now, how to go about putting in place an online lead generation strategy?
A strategy which counts, one which is successful and does not prove to be a drain on your resources and time.
A few of the tried and tested leads online generation tactics that you can put under the scope.
What is inside?
How to increase your online leads using Website, Search and SEO
93% of B2B buying process starts with an online search. (Pinpoint Market Research and Anderson Jones PR)
You have two options available to you under this tactic. Paid and Organic.
Paid: While the paid version gives an immediately visible thrust to your lead generation, it wanes the moment you turn the money tap off. It is a sort of quick fix. This can be also referred as Cost Per Click (CPC) or Pay per Click (PPC).
Organic: The tactic I prefer as this doesn’t stop working when the fund flow stops. Keeps on driving traffic and leads based on search terms or keywords.
Giving below a screenshot just to illustrate the paid and organic way to generate leads: The first in the listing is a paid ad. Followed by organic ranking due to SEO.
How to increase your online leads using Email
One of the most popular lead generating and converting strategy and correctly mentioned so in the chart shown below:
There is no secret behind this strategy’s success. The reason why this strategy is clicking is quite simple actually.
Just follow this four steps formula and reap your quality leads in tons.
Step 1: Build an email subscription list worthy of being envied. Instead of paying good money and buying your list, capture addresses through your CTAs, Newsletters/White Paper downloads, free trial offers, Events etc.
This way our list will truly and really reflect the insights you have into your audience.
Step 2: Build and maintain a robust relationship through regular communications.
Step 3: You have now succeeded in generating quality leads. But add lots of value to your leads before trying to convert them or before trying to make a sale.
Step 4: Now that you have established trust, move on to the phase where you convert and retain the converted.
How to increase your online leads using Social Media
65% of the B2B companies consider lead generation by LinkedIn as successful.
Social media lead conversion rates are 13% higher than the average lead conversion rate.
What comes to the mind when we think of social media is brand building and normally you don’t associate lead generation to this media.
But that is really underplaying the strengths of the social media and the truth is far from this.
Done right, you can use sites like Facebook, LinkedIn, Twitter, Instagram, and Pinterest to generate quality leads and the icing on the cake is, it is very cost effective.
40% of people spend time socializing on social media than face to face.
I suggest you capitalize on this information by employing social media for lead generation.
A gist on how to go about the same:
All the information you need about your target audience is readily shared in social media.
Add to this the sheer number of users and you have for yourself the best possible platform to search for your audience and turn them into quality leads.
Know your audience.
Know which social platform they are active on.
Don’t commit the mistake of fishing for leads from the wrong channel.
Demographics changes platform to platform.
Take into account these changes when selecting channels. For instance – B2B marketers prefer LinkedIn the most followed by Facebook and then Twitter. 44%, 39% and 30% respectively.
For more info on demographics visit Sproutsocial.
Use short and engaging content. Resort to visual media, they specialize in riveting your audience’s attention.
And the speed at which your content runs needs to be much faster on this platform as compared to your blog.
Use social media management tools like Buffer, Hootsuite to execute campaigns across multiple social media channels.
Saves time and effort and the risk of human error in manually posting content regularly across channels is minimized to a great extent.
When we talk about ROI, one of the areas that is really focused upon is lead generation.
With the advent of marketing automation software, it is now possible to design a strategy that produces more leads by giving better insights into your customer’s profile, optimally linking sales and marketing functions
It give you more control over your audience and improving social conversions.
Generating online leads is the lifeline of any organisation and it has to be accorded bottom line importance.
To me, there is no other way to treat this significant aspect of business.