THE ANATOMY OF A SUCCESSFUL ONLINE LEAD GENERATION PROGRAM
Understand Your Target Market
Who is your target customer, and how do they behave online? You must understand not only their demographics & interests, but where they can be found; from blogs to social media sites. We develop buyer personas for your perfect customers, which then serve as a foundation for developing your online strategy.
Perform Competitive Research
What type of internet marketing strategies are your competitors employing? We use a specialized process and toolset to analyze your competition, and discover how they are driving business online. By identifying strengths & weaknesses in their online presence, you are able to capitalize on opportunity in the market and develop an effective traffic generation strategy.
Develop Content Marketing Strategy
What type of content will resonate with your target buyer? What is the best way to reach them and with what type of message? Will they find it to be useful or entertaining? These are the questions that we will answer during the planning and development of your content marketing strategy.
Produce Great Content & Compelling Offers
Once armed with a strategy to reach your target customer, high quality content must be created to help connect with your potential buyer and lead them into your marketing & sales funnels. Great content combined with compelling offers will help to your visitors into more leads and customers.
Launch a Professional Website
Your website and landing pages are where the magic happens; it’s where your audience needs to convert. Whether it is encouraging prospective buyers to sign up for an email newsletter or fill out a form for a demo, the key is to optimize your website for converting visits into leads. One must not only have compelling offers and great content, but also pay attention to design & layout, and have effective call-to-actions (CTA’s), whether that be a form for an email newsletter or request for a demo or webinar.
Drip High Quality Blog Content
Your blog is a great place to connect & build trust with future buyers. Create great content and release it for maximum impact. Attract new visitors through SEO optimized content that is tailored to your buyers needs and entertaining or useful enough to keep them coming back for more. Remember, users can stumble upon your blog from all corners of the web, and they arrive at different stages in the buyer journey. It is important to align your offers and lead magnets to user intent in order to capture interest and develop leads. Keep your readership up and position your blog as a gateway to conversion.
Build Authority with Content Syndication
Prospective buyers do not always end up on your website when they begin their purchasing journey, and often times they do not make that decision based on a single visit. It is important to establish your presence on all of the platforms where they show up as a means of building authority, mindshare, and return visitors to your company website or product offer. Content syndication is a content sharing strategy that can be used to promote blog posts, articles, infographics, whitepapers, videos and other content on blogs and authority websites.
Leverage Social Media Marketing
Social Media has fundamentally changed the way we communicate and gather information. With the increasing popularity of social, it is easier than ever to connect with everyone from high school seniors to senior citizens. Individuals can now rely upon their social sphere to crowdsource recommendations and advice; giving rise to social search and influencer marketing. The abundance of information that has been shared and collected has also proven to be a valuable for businesses and marketers, as it has led to the development of highly targeted social advertising platforms. It is now possible to reach your target buyer with incredible accuracy, and with greater reach than ever before.
Stay Engaged with E-Mail Marketing
E-Mail marketing is one of the oldest and most effective components in digital marketing; particularly so for re-engaging would-be and existing customers in ecommerce or lead generation campaigns. Whether you are hosting an event, sending out a new piece of content, promoting a new service offering, or staying in touch with customers, email should be one of your main forms of communication. Email provides a direct line of communication for conversion to sales. It allows you to send personalized messages, instantly, and often right to your customer’s smartphone.
Perform Search Engines Optimization for Increased Visibility
Attract targeted visits on organic search through search engine optimization (SEO). Organic search results are often viewed as more trustworthy and have a higher click through rate then paid advertising placements. With a properly optimized website & content, you can take advantage of untapped opportunities like those from longtail search. The effectiveness of a professional SEO strategy combined with the compelling ROI make it one of the leading traffic strategies for marketing and lead generation.
Blogger Outreach & Influencer Marketing
Performing outreach to key industry websites, bloggers and social media influencers is a great way to gain exposure for content and build your brand. A strategic link or guest blogging opportunity on a popular website can bring qualified visitors and increased authority and tapping into influencer’s social sphere is a quick way to generate buzz, social signals, and potential virality.
Reach New Audiences with Online Advertising
Online advertising can provide instant traffic to your website or offer, and can be done so with precision. Advertising technology is rapidly evolving and smart marketers know how to leverage these tools for cost effective campaigns which produce highly targeted traffic and qualified leads. This means choosing the correct platform, then aligning your campaign goals with the user behavior for that particular channel. Whether that be PPC advertising on AdWords or Bing, display advertising on strategic blogs and websites, or retargeting past visitors and customers programmatically with advertising that can follow them throughout the buyer journey. Through online ads you can reach more of your target audience, educate potential prospects, and increase the flow of qualified leads.
Establish Multi-Channel Analytics & Reporting
How does your business measure online success? Does your marketing department truly understand what’s working and what’s not? Empower marketing with detailed analytics & reporting for each of your marketing channels, along with a proper attribution model to accurately assess how visitors are interacting with your business along their path to purchase. Use key performance indicators to measure success and determine overall effectiveness of each individual channel. After all, knowledge is power and smart decisions are backed by data.
Maximize Success with Conversion Rate Optimization
Leverage A/B split testing and enterprise class analytics and reporting to identify areas of improvement on your website and in your marketing programs. We are constantly tweaking in order to increase visibility, improve conversion rates, lower marketing costs, and drive sales. We combine data-driven analysis with social psychology, in order to provide an ROI that is nearly unmatched in the industry.
Streamline Process Using Marketing Automation & CRM
Online lead generation is about more than gaining customer interest, it’s about nurturing that interest, and creating sincere buying intent. Streamline the sales & marketing process through the use of marketing automation tools and CRM. With the proper process and toolset your business can gain visibility, spot areas of opportunity, and provide accountability and control Our results-based lead generation campaigns are always measurable and can deliver consistent, qualified leads to your sales team to fuel company growth.