Are you getting the best results possible from your company’s website? Without an inbound marketing strategy, you’re probably missing out on leads.
Through inbound marketing, you can easily reach people who are likely to be interested in your products or services and then inspire them to take action. Learn more about the benefits of developing an inbound marketing strategy, and what you can do to get started:
The Importance of Having A Lead Generation Strategy
Ultimately, you probably want your website visitors to take some sort of action after they arrive on your site. Perhaps you want them to fill out a quote request form, call your business, or download your brochure. For that reason, you’ll need to create a strategy that goes beyond simply driving traffic to your website.
The right lead generation strategy will help you convert more of your visitors into leads by creating a clear path toward the actions that are most valuable to your business. In order to guide potential customers down this path, it’s important to take the time to map out and truly understand their side of the experience.
STEP 1 | Attract The Right Audience
Generating quality leads starts by finding the right audience and driving them to your website or landing pages. There are a variety of ways you can connect with your ideal audience online, including:
- Search Engine Optimization. By optimizing your website to improve its ranking in key search results, you can position your business in front of customers who are searching for products or services like yours online. With the right search engine optimization strategy, you can connect with people who are likely to be ready to convert into leads.
- Email Marketing. In general, your email subscribers are already familiar with your business. This valuable audience may be more likely to make a purchase, or purchase from you again. For this reason, it’s important to send out interesting, compelling emails on a consistent basis that are designed to drive action.
- Social Media. Social media content can be an incredibly-effective way to drive qualified traffic to your website. There are many creative formats that make it easy for users to interact and take action. Just remember to keep your social content as engaging and social as possible; sharing too much purely promotional content can be off-putting to your followers.
- Digital Advertising. To reach a very precise audience, such as previous customers or people searching for specific terms online, digital advertising is a powerful and cost-effective method. Before launching any ad campaigns, make sure your landing page content delivers on any expectations set by your ad content, and that it’s as easy as possible for users to take action.
Step 2 | Create An Experience That Drives Action
Once you’ve chosen which methods you will use to attract potential customers to your site, you need to make sure your site provides a quality user experience that compels them to take action. A well-crafted email or eye-catching ad doesn’t accomplish anything if they send users to a page that is of poor quality.
- Use Strategic Calls-To-Action. Calls-to-action are the phrases you include on your website or landing pages to encourage users to take action. Typically, a call-to-action will appear as a button or link directing visitors to submit a form, download information, or call your business. By being strategic with the wording, design, and placement of your calls-to-action, you can convert more visitors into leads. To learn more about creating compelling calls-to-action, check out our blog “3 Ways to Increase Your Website Conversions.”
- Be Consistent With Offers and Messaging. No matter how users are coming to your site, it’s important to provide them with a seamless and high-quality experience. For example, if you’re using digital ads to share a specific promotion, you should make sure that users who click on your ad arrive on a page that provides more information about that promotion.
- Put the User’s Needs First. If you want users to take action on your site or landing page, you need to make it easy for them to do so. Make sure the design and content of your pages is user-friendly and provides them with the information they need in order to take action. Think about what questions or concerns they may have, and use your content to address them. You’ll also want to consider what level of engagement these prospects are “ready” for. Perhaps they aren’t quite at a stage where they are ready to ask for a quote, but would download your product catalog to learn more. Be willing to adjust your calls-to-action to suit your audience.
Step 3 | Monitor, Measure, and Adjust
In order to get the best possible results, your business’s lead generation strategy should be constantly evolving. As you plan out your strategy, make sure you are also planning ahead to monitor performance and make adjustments as needed.
- Use Google Analytics. Beyond needing a strategy in place before starting your inbound marketing efforts, you also need to find a way to measure your performance. One major perk of promoting your business in the digital space is how measurable everything is. Using a free tool such as Google Analytics, you can see what users are doing once they land on your site. You can even view traffic separately based on how they arrived on your site. For example, you can compare website traffic coming from social media against traffic from organic search.
- Make Changes Based on Performance. Once you’re all set up with Google Analytics and are monitoring your website traffic, you can start making adjustments to your strategy based on performance. For example, if you notice that users are spending a lot of time on your site but aren’t converting, you may need to adjust your call-to-action to make it more eye-catching and compelling.
- Fine-Tune Your Sales Process. If your leads aren’t turning into sales, you may need to take an objective look at all phases of your customer’s journey. Are prospects clicking through on your ad creative and visiting your site? Once on your site, are they spending time on the site and engaging with your content? Are people taking action such as calling your business, filling out a form, or downloading a brochure? Beyond looking at these metrics, you should keep track of the quality of leads you are getting. If your leads are of good quality but still aren’t converting into sales, you may want to take a closer look at your sales process. Is your sales team following up with leads in a timely manner? Are they providing leads with the information they need to make a purchase decision? Looking at your processes from a customer’s perspective can help you streamline your operations.
Not ready to take on the task of revamping your inbound marketing strategy? Let us help! Learn how our digital marketing services can help you build a more effective online presence for your business by requesting your free Digital Marketing Blueprint.