Lead generation is a vital part of any business’s marketing strategy. Here’s how you can elevate your lead generation activity to attract audiences that convert.
What do your best customers have in common? It’s likely that they purchase from you a lot, and often. You probably wish you had a million more of them.
If you cast your mind back, what you’ll realise is that long before they were your best customers, they were leads.
In marketing terms, inbound leads are people who have initiated an interest in your products or service. They may have clicked or commented on a social media post, filled out a survey, visited your website, or signed up to receive email updates from you.
Business growth depends on a digital marketing strategy that delivers a steady stream of leads, which you are then able to convert into customers.
In the digital age, the amount of online leads just waiting to be harnessed can seem limitless, but it’s important to remember that you’re also competing with every other business marketing for leads.
That’s why it’s important to optimise your online lead generation activity, by understanding the essential elements of a successful lead generation campaign.
Here’s what you can do to generate more leads online:
Define your target audience
This is a crucial first step for generating online leads that is commonly overlooked.
The target audience you want to attract will affect where you market, the tone of the marketing campaign, the look and feel of advertising, and the call to action you’ll be using.
Remember the basic question that all marketing needs to answer: what is the problem you’re solving or need that you’re addressing?
This will give you a clear picture of who you are targeting. You can finetune this further based on other factors, such as age range, buying power, and market context.
Create an effective landing page
The power of an effective landing page is that it has the singular purpose of converting online leads into customers.
Websites are great depositories for information about your offering, such as product descriptions, company profiles, testimonials, and contact details, but all of this content can actually detract your audience from the objective of a marketing campaign.
It’s important that the elements of your landing page – design, copy, call to action – are working together to effectively convert customers.
Use email to connect with customers
Once you’ve established contact with leads, your email list should support your marketing campaign by building relationships, establishing trust, and delivering necessary information about your products or service.
Email marketing doesn’t always need to feature a hard ask, but can be more generally based around news, updates, and events relevant to your brand.
This will help to establish your business as a leader in your field, which can create affinity with your online leads and prime them for conversion.
Reach new audiences through social media
Lastly, your digital marketing campaign needs to outline which social media platforms to use, what posts to create, and when to distribute them.
In the world of online lead generation, not all social media platforms are one and the same. They have different audiences, and their content is consumed in different ways.
Twitter, for example, is frequented by tech-savvy users for rapidly moving conversations on highly topical subjects, whereas Facebook is consumed by a wider demographic, with people more likely to stop and read blogs and articles. Meanwhile, Instagram has a stronger emphasis on visual imagery and emotive content.
Generate leads to boost your business
Lead generation is an essential element of any marketing campaign. When backed by strategic insight and executed with precision, it can make a real difference to your business’ bottom line.
Assemblo is a full-service marketing agency based in Melbourne that can work with your business to curate a marketing strategy that attracts a steady stream of new leads.
To find out how we can help you to generate more online leads, give us a call on (03) 9079 2555 or drop us a note via our contact form below.