SAN ANTONIO - The digital era has changed the way we do business, and it’s important for business owners to keep up with the demands of future customers by building a “digital ecosystem” for creating leads. This quick read covers
- How to generate leads with the right combination of digital marketing
- Using content marketing to generate traffic you can convert to leads
- Using specific paid social media campaigns
- Optimizing your website for higher SEO & wider search terms
- Using specific email marketing campaigns
Your company’s lead generation should be separated into segments of marketing activities that correspond with stages of the buyer’s journey. As a business owner, you cannot show up at the last minute, asking for people to call you instead of all of the other local businesses who have taken the time to educate and nurture their local consumers.
That’s a tough battle to win!
Your lead generation activities should start with generating traffic, then converting those website visitors into leads, and eventually converting those leads into buying customers. In fact, most businesses use too much of their marketing budgets only trying to generate leads at the end of the funnel when it could have been less expensive to have a “holistic” marketing strategy that included branding and other things to educate and nurture their future customers.
Data shows a large portion of consumers research their options online before making a purchase. Consumers want to be educated before they make a decision. This gives them a feeling that they’ve received good value for the money they’ve spent.
This research could include
- Reading information about the product or service they want to buy.
- Reading about their options. Perhaps there’s a similar product or service - or researching a competitor’s offerings.
- Reading reviews about the products or service they want to buy.
It’s highly recommended that business owners build a digital marketing strategy that provides value to their future customers by reaching them with content they may search for before a buying decision is made. This isn’t built all at once either. It takes time to build this “machine” and with the right advice, it’s not hard to do.
Generating Website Traffic and Nurturing Future Customers Using Content Marketing
If you haven’t started creating online content already, this should be one of the first things you start doing within your lead generation strategies. There are several options to do this and more is definitely better.
First, you can create pages on your website that give details about the products and services you are selling. What are the top questions you hear when prospective customers call you or email you? Put the answers to those top questions on a web page that you add to your existing website. This will make your website come up in a Google search when people ask these questions online.
Do you want your competitors answering these questions? I’ll bet NOT!
Also, not all of this type of content has to be on your own website. Did you know that you can also write quick, little paragraphs with the top questions about your products or services and post them to websites that already get a lot of traffic?
Here’s an example: Here in San Antonio, we have two news websites, news4sanantonio.com and FoxSanAntonio.com, that get millions of visitors every single month. We allow local businesses to have what we call “branded content” written and placed on our websites. This content will definitely come up in a Google search and it can be linked to your company’s website. This is another way you can reach potential customers before they’re ready to buy and when they are ready, you’ll be a top-runner for getting their phone call.
Use Paid Social Media Campaigns
Social media can be a powerful means of lead generation. In order to be successful at getting real leads from social media, you must either invest time and effort in building an engaged audience so you can convert those individuals into leads or partner with a marketing guru who can.
The first challenge is figuring out which avenue is best for your business. You can run paid social ads on Facebook, Twitter, LinkedIn, Instagram and even Pinterest. And not every single avenue is the best option for every business. As an example, a funeral home might not get many leads from SnapChat for obvious reasons.
Most digital shoppers are on Facebook, so this is a very popular option. A very effective option for lead generation is Facebook Lead Ads. This option allows contacts to submit their information to business owners without ever leaving Facebook through auto-populated lead forms. Strategies for campaigns can include “Subscribe to Our Newsletter” or “Limited Time Offer - 25% Off Your First Purchase.” Facebook Lead Generation Ads is also a great outlet for remarketing campaigns because most of the time your website visitors will see the ad and you can use this opportunity to provide an incentive to send them back to your sales funnel.
News 4 San Antonio has over 500,000 followers on their Facebook page and they allow you to sponsor social media news posts on THEIR Facebook page. These are unique options that companies often overlook and can be VERY effective.
Facebook removes the friction and lowers your lead acquisition cost, providing a much better user experience and hopefully driving more leads for your business.
Optimizing Your Website for Local SEO
Organic search is definitely one of the most valuable long-term lead generation strategies. Yet, with over 200 factors influencing how Google will rank your website within SERPs (search engine results pages), it’s challenging to know where to start. I believe a heavy hitter for lead generation is spending time optimizing local SEO. According to Word Stream, 72 percent of consumers who did a local search visited a store within five miles of their location they searched. Now that mobile phones dominate consumer searches, your business (whether you have a brick and mortar location or operate a mobile business) owns a “digital turf” that you should be coming up for a number of local searches that occur closest to your business.
Local SEO (i.e. Google Map Listings) will allow your business to tap into the surrounding community and help users find you when you’re needed most. As mobile continues to dominate, local SEO can make a big difference in driving more customers to your front door. Start by ensuring your businesses’ Name, Address, and Phone is consistent on your website and within listings such as Yelp, Facebook, and Google My Business. It ALL has to match.
Another good idea is to ask satisfied customers to leave a review or make it very easy for customers to review your business. Reviews on third-party platforms like Google or Yelp increase your chances of being found by qualified prospects without having to pay a dime.
Also, ask your marketing contacts what your top keywords are to ensure that they are built into your website. You will generate a ton of traffic if your website is a match to the top keywords.
Using Specific Email Marketing
Tried and true, email marketing can be a very powerful tool when trying to reach prospects or upselling your existing customers. It’s important to adapt your email marketing strategy by specifically tailoring your message to target specific segments of your customer database.
When it comes to email marketing, create one message or campaign specifically for NEW clients that have NEVER used your company before. In that message, you want to introduce your company, and in short form, tell these potential customers what makes your company different or better than all of the other companies in the area: Price, Speed, Deals or Unique Offerings. Figure out within those four categories what you do better and articulate that in the email. This cannot be sent to your own email lists. You have to partner with a marketing team who has access to freshly scrubbed email lists that you can target. You’d be surprised how many new leads can be had this way.
Create another email campaign that offers your own, past customers a deal that they cannot refuse. Don’t just dream up an offer without researching your competition first. Google your biggest competitors, see their offers and top them. Why go through the efforts to email your customers and discover that even though YOU stimulated their interest, your competitor won the call because you didn’t do your homework.
Though we’ve only named a handful of lead generation strategies, try these strategies now. This will help you gain market share and add to your bottom line.
With successful digital strategies, local businesses can grow their bottom line fast. Our team at Sinclair can help your business grow by developing smart digital marketing campaigns based on research and data. Call us today and start your company’s journey. We’ll help you navigate to a successful future in a cost-effective way. Make us a part of your marketing team today.
Questions? Call Darrin Cheraso at (210) 377-4721 or email email@example.com