Generating leads is the first step in turning passersby into loyal customers. Despite its straightforward nature, not everyone has an easy time with this concept. There are variables to consider like demographics, visibility, cost of promotion, and intuition that determine how effective your campaign will turn out.
You will need an attractive website that’s easy to use, quality content to share with your viewers, and a method of obtaining personal information so you can begin to form a relationship.
You’ll also need to boost your visibility, which you can do through search engine optimization, as well as use your content in different formats for maximum exposure. Once you understand how these building blocks contribute to your turnover, you should have much better luck with your leads.
Here are five tips to boost your lead generation so you can get real bites when you cast your line.
Build an Intuitive Website
Nobody wants to dig through an entire website to find the information they’re looking for. Make it easy for your potential customers to learn about your brand by building a website that’s intuitive. The layout should make sense, with visible navigation bars and links to your social media platforms. There should be a contact page with your phone number, email address, and the location of your headquarters as well. You should also include this information on a landing page that describes your brand and its history.
Keep in mind that just having an online website isn’t enough without versions that are optimized for mobile devices. People are much more likely to carry their phones and tablets around with them than their laptops.
Make it as easy as possible for people to find the appropriate information whether they’re using your desktop or mobile website. Your leads will be more effective if viewers can find what they’re looking for, so don’t frustrate them with a poorly built website.
Don’t worry if you’re not so savvy when it comes to web design. There are tons of free or cheap tools and resources you can use to create a website that welcomes people in rather than turning them away. Take a look at your budget and choose the best option for your needs.
Make the Most of SEO
A polished, intuitive website is nice to look at, but you won’t see results until enough people see your content. That’s where search engine optimization comes in. SEO aims to make your page as visible as possible, manipulating popular search engines’ algorithms so your business shows up higher in the mix of results. Part of this is using specific keywords and links in the right places to improve your SEO ranking and make your website more visible.
It should be noted that there’s more to calculating an SEO ranking than the content you post. You also need to think about how competitive your field is, how long your site has been up, and the types of links you use in your articles. You can also use your social media accounts to direct traffic to your page and improve your ranking.
What many people don’t realize is that misuse of SEO practices will harm your ranking and make you less likely to be found based on your search terms. When you put too many links in an article or overuse keywords, you lose points with the big search engines people will use to find what you have to offer. Get to know your SEO and use it properly to generate better leads.
Focus on Quality Posts
Too many brands make the mistake of saturating the market. This happens when you make a lot of lower quality posts rather than a smaller amount of more interesting posts. The last thing you want is for your target audience to feel like you’re being too spammy.
This is not to say you shouldn’t post frequently; on the contrary, it helps to schedule your posts in advance so you have them ready to publish. Exactly how frequently you should post depends on the size of your business and its audience as well as the nature of your industry. Post frequently enough that your leads won’t forget about you, but not so much that they’re annoyed by you.
When you’re able to strike this balance, you’ll notice more traffic heading to your promoted material. Viewers will see that you care about the quality of your posts. They’ll recognize that you’re not begging for attention, you actually have something worth sharing. This makes it easier to trust your brand and entertain your offer.
Create a Mailing List
Physical mailing lists aren’t as common as they used to be, but email lists can be quite beneficial, especially for growing brands. If you don’t have many leads to start with, it’ll take longer for your posts to get exposure. If you already have a client base, on the other hand, you have a foundation of supporters who will share and retweet your content to other relevant groups and niches.
So how do you get those first few email addresses to add to your list? Try offering something for free in exchange for the email. For example, you can post a blog on your website offering a free ebook or promotional tool just for signing up for the mailing list. It costs the customers nothing, and they get free promos during their first interaction with your brand. Then you’ll have them on your list and can update them about future specials.
Just like it helps with planning your blog posts, creating a schedule helps you decide how often you should send emails out to your customers. Some businesses send out updates based on a timeline, like once a week or once a month. Others prefer to write emails only when something new and exciting is going on. Keep an eye on your calendar so you don’t overcrowd your leads’ inboxes.
Repurpose Your Content
While it’s not smart to spam your leads with too much content at once, it is a good idea to use the same content in different forms. When you post a blog that does really well, take note and think about what else you can do with the content. A blog could easily be turned into a video, a podcast, or an infographic. Since people absorb information in different ways, this can have a favorable effect on your campaign.
When you rerelease content using a different medium, consider varying the specific platform you use. You could post a blog on your website and share it to Facebook, post a video of the same content on Instagram, and then tweet an infographic that recaps the information. This way you maximize the chances of people seeing your high-grade content, and you lead them closer to your business.
Getting good leads isn’t always easy, especially when you’re just starting out. Fortunately, the above tips are tried and true. You can’t get far these days without a quality website, and the content on the website should be well-written and optimized for search engines. Always go quality over quantity but know your timeline, offer free promo in exchange for email addresses, and use your content in any way you can to get it out there.