What is the one thing every business has in common? Easy: the never-ending struggle to generate business leads. We can throw around all that marketing lingo about impressions and brand awareness, but at the end of the day, the goal of your marketing is probably to generate more quality leads. And we know this because most of our own leads come to us with one main concern: “how to get more leads for my business?” Let’s dive into it!
What is a lead?
The definition of a business lead differs depending on what your business does. For a trade business, it could be an inquiry for a quote. For professional services, it could be a booking. For product-based businesses, it could be a potential customer wanting to know more about a product. In all these cases, you want these people to contact you and leave their details so you can close the sale. A lead can be a phone call, an email, a form submission or even a message on social media.
How to generate business leads
1. Identify your ideal customer
The first and perhaps the most important step to generate more business leads is to get really clear on who your target customer is.
- Where do they live?
- What problems are they looking to solve?
- How old are they?
- How much money do they have?
- What concerns might be holding them back?
Get as specific as possible, then tailor all your consequent messaging to address this specific client.
2. Optimise your website for conversions
Firstly, if you don’t yet have a website, you need one. Nobody likes the disappointment of clicking on a link pointing to a website, just to land on a Facebook page. Secondly, is your website optimised to convert? CRO (Conversion Rate Optimisation) is a digital strategy that aims to increase the percentage of website visitors that convert into customers.
One of the best CRO elements is adding CTA (call-to-action) buttons on your website, inciting people to act through wording such as “book now”. Make sure your website also loads fast, is easy to navigate and has a click-to-call function. The colour palette should be clear with enough contrast between the background and the text, the buttons and the contact forms.
3. Create a PPC (pay-per-click) campaign
The quickest way to attract more traffic to your site is through paid advertising. Google Ads is a cost-effective way to get leads, as you’re able to target people who are ready to buy based on the search terms they’re typing into Google. To further increase the number of leads, direct the traffic to a conversion-optimised landing page.
4. Optimise your website for search engines
Search engine optimisation, SEO for short, is the practice of improving your website to rank it higher in search engine results. Ranking high in SERPs (search engine results pages) brings in more traffic, i.e. potential leads. However, it doesn’t stop there! The current Google algorithm pretty much likes what’s best for users. That’s why good SEO practices will also improve the odds of conversion after the traffic lands on your site.
5. Build a social media presence
The real secret to converting more than your competitors? When we get to the nitty-gritty, it all comes down to touchpoints. While there is no exact proven number, it’s believed that on average it takes 7 touchpoints to make a sale. Consumers who like to do their research are likely to check out your social media profiles to get a better idea of your business before buying.
Social media is a great way to connect with your customers and keep them engaged with your brand. You don’t need to be on all the channels – focus on the ones that your ideal customers are most active on. Just make sure your branding (your logo, colour palette, quality of images and so forth) is consistent across all channels.
Ready to amp up your digital marketing lead generation?
There you go, these 5 strategies are the cornerstones of any digital marketing lead generation plan. Depending on what exactly you do, the best strategies and priorities might differ. If you need help creating a custom digital marketing plan to get more leads, contact our team. At Gordon Digital, we help you get noticed by your ideal target market.