Lead generation online - where to begin
Online lead generation is a tried and tested method of getting solid traffic with specific intent to your website, but many people just do not know where to begin.
Luckily, there are plenty of online web tools to help get you started. Most are very intuitive and there are usually ‘try before you buy’ and free versions with limited capabilities which will still help you generate some solid online leads.
These tools can help you identify what actions have been taken on your website, click throughs from social media posts, sales funnel visualisation and much more.
If done right, email marketing is a very effective lead generation tool. When we say ‘done right’, we mean sending warm emails to prospective clients that you feel will have an interest in your product or service.
Give them something of value, something they want, something that they need, even though they may not even realise it yet.
Use A/B testing with different subject headers or different calls to action to see which ones get the most open and click through rates.
If your audience clicks through from an email, they are entering your website warm, or even hot and primed to make a purchase.
You also need to establish your business as an authority. Google, for example, places a great deal of emphasis on the acronym EAT – Expertise, Authority and Trust.
To gain authority, you need expertise and to gain trust, you need to foster relationships. Essentially, you need to use your content to show your audience that your business is a leader, with whom they can trust to do business.
Remember, business is as simple as a purchase, but to make that purchase, you need to drive conversions.
How can lead generation help? If you use analytics, you can establish where your clients are converting on a website. This could be a purchase, but it could also be something as simple as signing up to your newsletter.
By monitoring these conversion points, you can tweak your existing content to optimise results further and use those conversion points in your outbound email and social campaigns.