Nowadays, you can have the best product or service in the market. However, not finding people interested in it, or leads, make your efforts turn into a waste of time and money. It doesn’t matter if your offer is the best because no one knows about it!
Not having prospects means your business is destined to fail.
For that reason, lead generation (in this case, online lead generation) is a crucial aspect of every company. Considering that our world is hyperconnected, generating leads using internet tools is becoming essential for all companies. It doesn’t matter if they are small or big, online lead generation is currently a big deal.
One of the reasons why online lead generation is crucial is because it is proven to be very cost effective and a great way to take a business to a new whole level.
There are many ways to generate online leads and it can quickly become overwhelming. From Facebook Ads to creating online content, we are going to cover the best strategies you can use to generate high-quality leads that convert.
This way, you can start implementing some of these strategies and find the ones that work the best for your business.
1. Content Marketing
Content marketing is one of the better ways to attract prospects organically. If you create high-quality content that actually solves a purpose then people are going to start following you. This means that you will have an audience that trusts your expertise and what you offer. In consequence, they instantly become online leads for you!
When creating content, you shouldn’t aim to sell something right off the bat. Instead, you should bring value and genuinely solve your audience’s problems. That way, you’re going to create a relation with them in which you’re the expert. This is going to make them trust you.
Once they are familiar with you and your expertise, promoting your products or services becomes way more easy and effective.
When you attract people through your content is called inbound marketing. Is the best way to build an audience and captivate high-quality online leads. That’s because these leads are the ones that find you and not the other way around.
You can provide content through a lot of different formats, here’s a list of the most popular :
- Youtube videos
- Case studies
Provide answers to your audience’s problems and people will start following your advice.
Check out this article by Neil Patel to discover in depth the world of content marketing.
2. Email marketing
Email marketing is a great way to contact people that already know about your business. Billions of emails are sent every day and that’s because is a marketing channel that actually gets you great results for (nearly) free.
Creating email sequences tailored to your audience can help you boost your business. Having an understanding of where your leads are in the sales funnel is crucial. That’s because it allows you to build relevant email sequences that align with your audience’s interests.
Keep in mind that those leads already showed interest by giving you their email, so take advantage of that.
On the other hand, it is also very important to create compelling subjects that make people open your emails. It may sound obvious but if you send emails with great content but people don’t open them, well… it’s a waste of time and resources (aka money).
Once people open your emails, you MUST captivate their attention. And we’re not just talking about nice design and beautiful images, we’re talking about great content and information that interests them.
And, again, knowing how interested your leads are is very important. For example, if you know that they showed an interest in one of your products then you could send them an email with more information about this product as well as a special offer.
3. Social Media
With the increasing growth and power of social media in today’s society, it represents a great opportunity for businesses trying to generate leads.
Developing an online presence thanks to social media should be one of your priorities. That’s because it allows you to reach a big spectrum of potential customers. Creating high-engaging and sharable content in your social media profiles will help you improve your brand’s image as well as expose it.
Social media represents an affordable source for lead generation and your business should take advantage of that.
We talked before about content marketing. It directly translates to social media because creating and publishing content on social media is actually a content marketing strategy.
You should promote your products and services by adding links in your content. As a result, you will naturally take your audience to your website and/or landing page.
Whether you choose to use B2C social platforms like Facebook or Instagram, or a B2B one like Linkedin, you should always strive to deliver relevant content and not just stuff your audience with promotions.
For the sake of this blog, we’re going to take Instagram as an example and illustrate how you can generate leads using it.
It’s important to know that around 200 millions users use Instagram to visit at least one profile a day. With those numbers in mind, it is quite easy to understand that it represents a great opportunity for businesses.
People discover a lot of brands and products on Instagram and you should aim to be one of them. Just like the other marketing channels, provide as much high-quality value and content as you can. That’s the key.
Another important aspect of Instagram and social media, in general, is that you should encourage engagement in your posts. A high engaging post will always perform better. This is obvious because posts with a lot of engagement will be perceived by social media platforms as high-quality and relevant content.
4. Paid advertising
We talked about organic ways to captivate leads but now is the time to discuss paid methods. Both strategies are good and they both have advantages as well as some disadvantages.
When it comes to paid advertising, there’s a lot of possibilities so you should always take into consideration your target audience and your objectives. It allows you to choose the advertising platform that better suit your needs.
We’re going to take a look at the most famous advertising models:
PPC (Pay-per-click) is when an advertiser pays when someone clicks on his ad. Normally, the ad is associated with a keyword that the advertiser is bidding on. PPC ads are an effective way to accelerate the process of getting people to your website.
PPC ads correspond to the first 3 or 4 search results on Google and they can be differentiated because they have the tag “AD” on them.
So, how can you use them to generate leads? Well, first you need a great landing page where you’re going to explain your business as well as what you have to offer. You then are going to bid on keywords and pay whenever someone clicks on your ad you just made on Google Adwords.
You should always pay attention to two crucial aspects: your landing page and the keywords you decide to target.
If you target keywords that bring you traffic that doesn’t convert then it becomes a waste of money. Find keywords (or long tail keywords) that are not highly popular (so you don’t need to pay a lot for each click) and are highly relevant to your landing page in order to make a profit out of it.
If you don’t have the time and patience to build a website and organically rank it to the top and also have money to spend on digital advertising then it is a great option for your business.
Display ads come in a variety of different forms (images, videos, text,…) as banner ads in specific websites but also social media platforms.
Display ads are mainly used to create brand awareness and they are great because, unlike PPC ads, you can be more creative and play around with your ad.
Nowadays, Display ads don’t get a very high click-through-rate because they are perceived as spam but also because ad blockers are becoming more and more common among internet users.
Just like PPC Ads, once people click on your ad, they are redirected to your landing page.
In order to create a powerful display ad strategy, always keep in mind the following points:
- Have a clear CTA in your ad. By having a visible CTA in your ad, you will dramatically increase the CTR because people are going to be more intrigued to click on your ad. Make the CTA button clear and evident by choosing colors that pop to your eye immediately. Remember, Display ads don’t get a lot of clicks so it is up to you to maximize their potential as much as possible.
- Please choose appropriate websites in which you want your ads to show on. This is a vital point because if your ad shows on a website around a topic that doesn’t really align with your audience, then your ads become irrelevant and a waste of money. So, make sure the websites that you target with your display ads provide content that really interests the audience you’re trying to target.
- Just like PPC Ads, your ad should
Display ads are the internet’s billboards.
5. Affiliate marketing
Affiliate marketing refers to the process of promoting somebody’s product or service and getting a commission every time someones ends up purchasing that product or service. It is one of the most powerful ways to make money online in 2019.
However, in this case, we don’t want to promote somebody’s product but we want somebody to promote our product!
Creating an affiliate program for your business is a great way to motivate people to talk about you. The result? a big boost in brand awareness and overall sales.
Source: Big Commerce
Affiliate marketing is used everywhere, pretty much in every industry. We can use Shopify for example, a famous and fast-developing E-commerce CMS.
You earn an average commission of $58 every time someone ends up using their platform because of you.
You don’t need big resources to create a successful affiliate program.
Bonus tip: Optimize your conversion funnel
In order to maximize your efforts to generate leads online, it is important that you optimize your conversion funnel so you can provide an amazing user experience.
Optimizing comes down to testing. For that reason, you need to test different variables of your conversion funnel so you can identify what works best and what drives you the most sales and leads.
Source: Crazy Egg
Regularly conducting AB testing is the way to go because, again, you will identify the leaks in your customer’s online conversion path, allowing you to keep what works and drop what doesn’t, therefore allowing you to generate as many online leads as possible!
There are many ways to optimize your conversion funnel but engagement is one of the most important. Why? An engaged customer is always going to stick longer and potentially he may go through all the conversion path and end up buying your product or service.
To do so, you need to give your potential customer what he’s looking for, at all times (aka in every stage of the conversion funnel). Think about it. When you’re given the exact information and solutions you’re looking for then you become more engaged and more interested. Pretty obvious, right?
In conclusion, a successful online lead generation can be done in different ways. It is up to you to choose the ones you feel are the most appropriate for your business and will help you achieve your lead generation goals.
Planning, analyzing and improving are three aspects you need to remember in order to maximize your chances of converting your online leads into loyal customers. The more leads you have, the more money you make, and that’s what we’re about in Practical Money Land!
Comment down below what are your favorites strategies to generate leads online.