Digital marketing is one of the best ways for your business to generate qualified leads, however, you might not be using it as effectively as you could be.
Marketing is all about optimizing and finding the right balance, so you’ll constantly be looking to make tweaks to what you do. This is great, because it means there’s no limit to the success you can have, but there are some important things you’ll want to keep in mind.
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Have an Overall Plan
Digital marketing is a big field, and it gives you lots of different ways to reach your potential customers. To make the most of your marketing, you have to have a clear idea of how you’re going to use each of these methods to create leads.
Your social media, website content, email marketing, paid ads, and everything else can’t exist in isolation. Instead, they have to be linked by a clear strategy that brings everything together.
How you approach your digital marketing is up to you, but make sure you’re doing it in a logical, organized way.
Match Intent
One of the most important things with creating more leads is matching intent. If someone comes to your website expecting to see an article on “The 5 Best Color Combinations for Your Bedroom,” and instead just sees a sales pitch about your painting and decorating business, then it’s not going to encourage them to become a lead.
People generally end up on your website (the place where you’re likely to create most of your leads) because you’ve promised them something. They’ve seen an ad on Google, or they’ve clicked a title on Facebook. You’ve got to make sure that you give people that information you’ve promised them and match user intent.
This is where the quality of your content is very important.
Understand Your Target Audience
A big part of matching intent is being able to understand your target audience.
If you’re going to create more leads, then you’ve got to understand the reasons why people become leads in the first place. What questions do they need answering? What problems do they need solving?
When you understand what it is that brings people to your site, and what then leads them to becoming a lead, then you can make tweaks to ensure it happens more often. So, dig into your analytics, and even create little questionnaires that ask people what they want to see on your site.
Think About the Customer Journey
Clearly, not everybody is the same. Some people are going to become leads for slightly different reasons, and a big part of this is the customer journey.
People look for different information depending on where they are in the buying process. For example, if you’re just researching “what are roombas,” then you want very different information from someone who is just about to buy a roomba and wants to know “what are the best roombas for wood floors.”
Each person can be turned into a lead, but they need different things from your business. Understanding where your content fits into the customer journey can help you boost your lead generation.
Concise Copy
Understand the difference between content and copy, and use it to your advantage.
Your copy should be optimized to encourage people to take action (visit the about us page, fill out a contact form, make a purchase). Too often, we go through the motions with our copy without really thinking about what we’re trying to achieve.
Each word is an opportunity, and it needs the right amount of thought. Now that you’ve looked at your target audience and the customer journey, your next step is to create the copy that guides people through the journey you want them to take.
Good Calls to Action
People don’t know what you want them to do unless you tell them. Sometimes we will put contact forms up on our pages and just expect people to fill them out, but we’re never actually giving them a reason to do so. This is where your calls to action come in, and if you use them well, then they can boost your lead conversion.
The reason you see calls to action such as “Buy Now” virtually everywhere you go is because they work. You need to guide people on the journey they need to take to become a lead, and calls to action are your number one tool for this.
Find the CTA’s that have the best effect for you and keep using them to guide people around your website.
Invest in Quality
Everything you do with your digital marketing reflects on your brand. It might be a small social media post, but if it’s not done properly, it can have a big impact on how people view your business.
This is why it’s important to make sure everything you do is of high quality.
Make sure you’re creating great content, proofing your work with Ziflow, and remaining consistent with everything you do, and it’s going to have a positive impact on how people view your brand. People want to interact with businesses who do things well, and if you’re doing your digital marketing well, then people are more likely to become leads.
Limit Options on Landing Pages
If your goal with a landing page is to get people to become leads, then make it very obvious. Don’t confuse people with lots of different calls to action, just give them the one option – become a lead.
You’re still giving people amazing content, and all the information they need to make an informed decision, however, you’re making that decision easy for them – leave or become a lead. The more options you give people, the more there is to distract them, and this will reduce your number of leads.
On your main pages, you obviously have to give people choices, but on landing pages you have the ability to funnel people towards being a lead, so make the most of that by making your goals very narrow.
