There are many online lead generation strategies for businesses. But which ones will actually work and help you drive revenue for your business? There are several factors that you need to consider to maximize the ROI you get from your online lead generation strategies.
Online Lead Generation Strategy #1 – Targeting
Targeted marketing is always a more successful lead strategy, whether it’s online or offline. When you can target your online lead generation strategies precisely and throughout the entire lead generation process your results will be better.
Knowing who your ideal prospect is and knowing what problems you solve for them makes it much easier to attract them. Whether you are using a content and search engine optimization strategy or an organic social media strategy or even a paid advertising strategy through Google Ads, Facebook, Instagram or even LinkedIn, it’s much easier to attract your ideal prospect when you answer their questions and solve their problems.
After you have attracted your ideal prospect to your website, it’s time to nurture those leads and identify the truly qualified prospects. A great tactic for this stage of your online lead generation strategy is to use targeted marketing automation.
Marketing automation helps you know when your prospects are ready to buy. By targeting the stage of the buyer’s journey with content and offers, your prospect will tell you when they are ready for a sales conversation. Content targeted to the awareness, consideration and decision stages will amplify your online lead generation strategies and result in more sales.
Online Lead Generation Strategy #2 – Help, Don’t Sell
The number one thing that the Internet has changed is how people buy. It used to be that buyers needed sellers to get the information that they needed to make a purchase decision. Now that everyone has the internet in their pocket, buyers are able to do all that pre-purchase research without the seller’s help.
This dramatic shift in the buying and selling process presents great opportunity and pitfalls for your business’ online lead generation strategy. The great pitfall is that when you try to sell before the prospect is ready to buy, they will back off and you will lose them. Don’t tell a prospect how you are the best and how they should hire you. You will lose them and waste the attention that you have gotten from your prospect.
With online lead generation, the opportunity is to help your prospect and answer their questions and solve their problems. When you do that first, they will tell you when they are ready to buy and you end up with a much more qualified lead that will be much easier to close.
Keep your early stage content helpful in your online lead generation campaigns and you will get much better results.
Online Lead Generation Strategy #3 – Track, Analyze and Adjust
One of the best things about online lead generation campaigns is that everything is trackable. Unlike the offline world where you don’t know how many people actually saw and paid attention to a print ad or a billboard or how many opened your direct mail envelope, in the online world every interaction is trackable.
When you can track every interaction, it’s much easier to understand which parts of your online lead generation strategies are effective. You can track which content people interact with most, how they became leads, what paths they took to become customers and much more.
With all of this data, you can test and evaluate your results and make much better decisions about which parts of your online lead generation strategy are working best and can be expanded and you can also understand which aspects are less successful and should be either changed or abandoned.
By clearly defining your online lead generation strategies and evaluating the results you ensure that you generate maximum lead generation ROI.
These strategies are the same ones that we use every day to help our clients generate business from their websites. If you need help with online lead generation strategies, call us at (973) 770-4668.