Are you wondering how to increase the number of leads and enquiries you are receiving? We have found a few tactics that work really well in most industries and would like to share them with you. If you’re using one of them and it’s not working perhaps look at why maybe the message is wrong, the execution could be flawed, there are many reasons why marketing tactics fail, continual improvement in your results should be your goal.
If you’re looking for inspiration, here are five lead generation tactics you should consider.
Search Engine Optimisation
If you want to attract customers that are looking for a solution like yours, then search engine optimisation is the way to go. These days’ savvy buyers go on-line to research a product or service before buying and the first place they visit is google. If your website isn’t appearing on page one of google for a few of your key phrases or search terms, then you need to invest in Search Engine Optimisation (SEO) because you are missing out on leads.
All marketers and business owners need to understand what SEO is and how it works in order to get their website ranking well. It is a specialist function, but knowing the basics will help you to understand how you can get more leads from your website.
A word of caution however, if your website is outdated or not user-friendly then it’s a good idea to focus on improving its conversion rates before investing in any tactic that is going to drive more traffic to the site. A conversion is when a website visitor takes action on your website, this can be signing up for a newsletter, making a purchasing or contacting your business.
Content Marketing
It’s no surprise that content marketing is becoming a very popular form of marketing, it involves the creation and sharing of online material (such as videos, blogs, and social media posts), while the idea is not to directly sell a product or service but to share knowledge in a way that stimulates interest in your product or service and allows you to build a connection with potential buyers.
Content includes:
- Fact sheets
- Books
- Case studies
- Video tutorials/how to/explainer videos
- Blog posts
- Social media posts
- Presentations
- Seminars
Google ranks websites that regularly publish blogs and share them on social media platforms more highly, than those who don’t, this means that content marketing and SEO go hand in hand and should be two tactics included in your lead generation plan.
Email Marketing
Email Marketing has been around a long time. I am regularly surprised when I speak with SMEs who don’t use it though. It’s a cheap and a relatively easy way to communicate with customers and potential buyers. In order for it to work however, you need to take an editorial approach and regularly send out emails that are rich in information and news rather than sales messages.
Mailboxes are becoming clogged with junk email, and it’s getting harder to attract reader attention, therefore it’s vital to only use email marketing when you have something worthwhile to say or share.
The trend with email marketing is segmenting mailing lists and sending more targeted messages to readers. Marketing, in general, is becoming more targeted.
Growing your mailing list and communicating with subscribers regularly should be two key marketing objectives for every business. Here are some final tips:
- Capture contact details everywhere you can to ensure your mailing list continually grows
- Include social media share buttons in your email
- Foster exclusivity in your email community — make unique offers for your list.
Video
We know that buyers absorb information differently, some people like to read information, some are more attracted to graphics while others would prefer to speak to someone. Video Marketing, however, can engage a wide audience as information is much easier to consume with the use of sight and sound.
Online video has seen the most growth with B2B buyers, ahead of all digital channels. Seventy percent of B2B buyers and researchers are watching videos throughout their path to purchase according to a Google/Millward Brown Study.
YouTube is recognised as the second largest search engine globally, with Google being the largest of course. It’s the third most visited site on the internet. Google recently released information showing that users are using YouTube to search on “how to” information. Google owns YouTube so it makes sense that Google will serve YouTube videos in its search results.
There is no doubt that video is growing in popularity and will continue to do so. Young buyers now prefer to watch YouTube Vlogs and video content than watch television. YouTube is a popular platform, and a good one to build a loyal following of potential buyers and it’s also a great tool for SEO.
Using video on your website is an excellent way to engage an audience and keep them on the site longer. Using video on landing pages helps drive conversions and campaign success. A video is also a powerful sales tool to use in presentations or product launches. Using video to explain complex products can be very successful.
Events
A great way to engage with buyers is still events, we are no longer restricted to in-person events, however. In many industries, it’s getting harder to entice people out of their offices and to a live event, as it can be time-consuming. In many industries, events work really well and potential clients enjoy the opportunity to speak directly to you in a group situation. In order to be a success, events need to be run well with high-quality presentations and catering.
Web events are growing in popularity and represent a really cost-effective way to engage clients and potential buyers online. While it’s not as personal or as impressive as an in-person event, when done well it can be as effective. Providing attendees with worksheets prior to the event and interacting with them during the event will ensure engagement is maximised.
Events are a great tool at the beginning of the buying cycle when customised information or demonstrations aren’t required.
Summary
The marketing tactics we have covered are proven and work well in most industries. Every business is different, however, so to get the most from your marketing spend it’s always a good idea to prepare customised lead generation plan each year. If you need a lead generation plan prepared we can help, please click here to contact us or call Karen directly on 0416 135 254.
