Are you confused about how to generate leads for your growing website?
Inbound marketing is the creation and control of content with the intention of bringing in visitors. In general, it’s the use of external elements to direct customers towards a sale or desired action.
The common mediums for an inbound marketing strategy include PPC (ads), SEO (websites), social media platforms and blogs. Lead generation is the act of gathering as much potential customers as possible. Ultimately, you should also have a plan in place for converting the lead to a customer.
Lead generation via email
One of the oldest forms of online lead generation is email opt-in. These are common in squeeze and landing pages that are out solely to capture email leads. Email leads are powerful because they give you access to a visitor’s inbox.
Just to confirm, email marketing is not dead, it’s very much alive.
With an optimized email campaign, a company can increase returning visitors and sales. Unfortunately, Google has made it difficult for companies to run email campaigns due to new inbox categories. As a result, promotional emails are sifted into one tab, making competition extremely saturated.
Lead generation via affiliate marketing
Affiliate marketing works by offering your product to a third party for promotion. Each sale equals a commission, which is the motivating factor for promoters. In order to make the most out of the affiliate marketing agreement, businesses usually set up lead generation tools on the main site. Because traffic is consistently coming in from third party promoters, it only takes a short period of time before email leads start coming in as well.
Lead generation on social media
Lead generation through social media can be done through engagement or by simply having great content on a website. Although there is no email form to fill out, companies can directly communicate with their followers and gather essential data. This form of interaction is very different from website or email campaigns. Businesses may also choose to send out surveys through social media, capturing leads in the process.
Lead generation via SEO & landing pages
As mentioned earlier, lead generation using websites requires a landing page. This page must be optimized by appealing to the customer, as the main motive is capturing the visitor’s email address. Apart from visually appealing, these sites are usually crafted to adhere to search engine algorithms. These include a solid link building campaign, optimized website structure, tweaked for CRO and selected keywords.
Lead management (from lead to customer)
A lead is only the start of the sale. After a business captures a lead, it can be applied in several marketing campaigns to initiate the conversion from a visitor to a customer. This process requires knowledge in one’s demographic and audience. As a customer moves along a sales funnel, the higher the chances of interruption or dropping out. Because of this, large parts of lead management are devoted to follow-ups and reminders.
Lastly, the lead management process is not a straight line. It is a cycle that once a lead is converted into a customer; the business must capitalize on the sale by repeating the process again. In most cases, this requires a new campaign with incentives.
Which inbound marketing techniques have you applied recently? Let us know about your experience below.