How to Develop a Lead Generation Strategy
Do you have a lead generation strategy in place? Lead generation is a key ingredient for your success. When you bring in more qualified leads into your business, you’ll have more opportunities to convert them into customers, which can improve your bottom line.
Sometimes referred to as inbound marketing, online lead generation involves driving targeted traffic to your website and converting them into paying customers.
Creating a lead generation strategy involves these three steps:
Step 1. Drive Traffic to Your Website
You can drive traffic to your website using these three powerful online channels:
Google PPC is the process where you bid on keywords related to your business. When your prospect types keywords related to your business, your ad appears in the top section of the search results page, and also on the right hand side of that page. This is the quickest way to generate traffic to your website if you’re just starting out.
Search Engine Optimization (SEO)
SEO is the process of getting your website listed in the top pages of Google on the keywords your ideal customer is searching. Ideally, you’d like your business website listed in the top 3 spots of Page One. The higher your website is listed on the search engine, the better chance you’ll have of getting more visitors to your website.
Paid Social Advertising
Facebook advertising is powerful because you can target your ads to only those Facebook users who fit your ideal customer profile. You can target by age, gender, household income, education level, zip code, interests and offline purchase behaviors.
You can “retarget” by showing ads to people who visited your website but did not convert into customers. This may sound a bit creepy, but at least you’re targeting your ads to people who have already expressed some interest in your company because they visited your website.
You can also upload your customer email list to Facebook and create a “lookalike” audience. Basically, Facebook finds people who have similar profiles as your customers. You can then target your ads to these Facebook users.
Step 2. Convert That Traffic into Leads
Most of your web visitors won’t turn into paying customers the first time they visit your website. You’ll need to capture their information and follow-up with them after their first visit. It could take around 7-10 exposures or touch points with them before they turn into paying customers.
The best way to do this is by capturing their email address. You’ll need to provide them with an offer, sometimes called a “lead magnet”, in exchange for their email address. Examples of lead magnets include:
- Training video series
- Bonus tips
- White papers
- An interview with a professional on a relevant topic.
You can place these lead magnets on your home page, the sidebar of each page, and also at the bottom of each blog post or page. These lead magnets must stand out and be easy to find.
Once you’ve captured their email address, the next step is to convert these leads into paying customers.
Step 3. Convert Those Leads Into Customers
Now that you have their email addresses, spend the time to nurture those leads by providing valuable content that solves their needs or addresses their pain points. You can use software such as AWeber or InfusionSoft to automate this entire process of sending emails to your leads.
You can promote special offers or discounts to the people on your mailing list. This gives them an incentive to buy your product or call you to book an appointment.
A lead generation strategy involves:
- Driving traffic to your website using Pay-per-Click, Search Engine Optimization and Facebook ads
- Offering a lead magnet, such as an e-book or video training series, in exchange for that web visitor’s email address
- Converting those leads into paying customers by offering a special promotion or discount
When you have more qualified prospects coming through the door, you’ll have more opportunities to convert them into new customers, which will increase your profits.
Schedule your FREE 30 minute strategy session today, and we’ll show you LIVE how to increase your bottom line by having a lead generation strategy in place. There’s no obligation, commitment or strings attached.