Generate Leads Like a Pro.
There’s a major difference between Inbound Marketing and Traditional Marketing; think of it as pull vs. push marketing. In traditional strategies, marketers shove content in the customer’s face; this includes those incessant, annoying knocks on your door, endless phone calls, junk mailers, etc.
Wouldn’t it be great if the customer just came to you? Good news, they can. Inbound Marketing boasts endless, organic lead generation tools, including: SEO (Search-Engine Optimization), blogging, social media, and most importantly, CTAs (Calls-to-Action). With this arsenal of lead generation utensils, you’ll sit back and watch potential customers come to you. That’s saving you valuable time and capital that could be used elsewhere. According to Hubspot, Inbound Leads cost 61% less than Outbound Leads. But don’t be fooled, it takes research and strategy to get this system right. The good news is: we can help.
Calls to Action, or CTAs as they are fondly referred to by us marketing geeks, are essential business components to ANY website. It doesn’t matter if you’re B2B, B2C, or B2...W,X,Y, or Z; you need contacts. These contacts could later be converted into customers who purchase your product or service, employees who help manufacture this product or service, or promoters who help spread the word about your product, service, or idea.
None of this is really news, but what IS news is the fact that instead of going out and finding contacts for yourself, you can be the cheese and let the mice come to you (corny metaphor, we know). CTAs within your website are disguised as interesting and attractive little buttons with an offer attached. They could offer site visitors a free guide that is relevant to your business, or even a free product or service. We all love free things, so your viewer willclick on this nifty little button, and they are then directed to your pièce de résistance; the landing page.
The landing page is a linked webpage that will pull up in a new window. This page has limited navigation to prevent the viewer from leaving this page and going back to another part of your website, keeping them focused on the task at hand. This page will give specifics on the offer they will receive such as: when they will receive it, what it includes, and any other helpful information you would like them to know. In order to receive the offer, they must enter in their information: first and last name, email address, company name, position held within that company, etc. After they fill out this information form on your landing page, they click “submit” and BOOM. New lead, complete with all of their information!
The final step in generating a new lead through your handy-dandy CTA, is thanking your new lead for entering their info, and keeping good on your promise by delivering your offer. This “Thank-You” page should show your gratitude and offer a download of your offer, and tell them how they will receive what you promised them. At this point, you would prefer the lead still remain on your site and look around a bit, so you should include the main navigation menu so that they are free to explore. And, Voila! You have yourself a new lead, pal, and you didn’t even have to make a single phone call!
You’d think that with the ridiculous potential for CTAs to bring inbound leads, saving a company precious time and capital; more companies would utilize them in their sites. However, the sad fact is that 70% of small businesses DON’T have a Call-to-Action on their homepage (smallbiztrends.com). Don’t be like the rest of them, set yourself ahead of the game and call us to implement your awesome CTAs today.
If you don’t have a Facebook, do you really even exist? But then there’s LinkedIn, Twitter, Instagram, Pinterest, Google+; the list goes on! In order for your business to survive, you need to stay current, and having social media is a must when it comes to connecting with your audience and acquiring new leads. Having a kick-butt social media strategy is another way you can ensure that leads come to you. Don’t believe us? Check this out:
Social Media provides an outlet for your company to get personal; really show your audience who you are. You can run ads, engage your audience, receive testimonials, etc. In a sense, social media allows you to befriend page visitors and nurture them into leads. Visitors can click on a social media post that leads them to a CTA, resulting in the input of their information. Additionally, social media analytics is crucial for Marketing Research, and a number of these platforms offer those analytical tools. Using these tools, you can find out the demographics of your audience which will aid you in creating Buyer Personas.
These Buyer Personas are semi-fictional representations of your ideal or current customer(s) that include characteristics and information about who they are. These personas can help you determine how to market to each persona differently; it’s naive to think you can cater to all audiences in the same way. By knowing how to direct your marketing, you can increase organic lead generation. Posting relevant content that attracts friends/followers/connections allows the bees to come to the flower, instead of you having to shove the flower in the bees’ faces and beg them to take it (we’re all about our animal-food metaphors). At United WebWorks, we’re social media obsessed. Let us sit down with you and strategize your plan for world domination----er, social media lead generation today.
Now that we’ve established how important relevant, targeted, content is in generating leads, we focus on the best way to channel that content. Blogging is a way to publish good content often, thus increasing your potential for lead generation. Not only that, but blogging is an excellent way to keep up with SEO.
SEO, or Search Engine Optimization, is the process of making sure your website or certain web pages show up in the first page of results of Google, Yahoo, Bing, etc. 75% of users never scroll past the first page of search results according to Hubspot, so it’s important that your company occupies one of those coveted, prime visibility, first-page spots.
The way search engines work is this: they send out “spiders” that crawl through the pages of your site searching for keywords that are relevant to whatever an internet user is searching. For example, if a search engine user types in: “pizza parlour in Seattle”, Google, or another engine will search for websites that have that keyword/phrase within their batches of content, so that it may generate that page as a relevant search result. Google spiders work best with at least 600 words of content, having the keyword sprinkled throughout the body of the page (at least 2-3) times, present in the URL, title, image alt-text, etc.
SEO is crucial for visibility. Without it, your website is obsolete. Your website does nothing for your business if no one sees it, and if you aren’t showing up in that first page of search engine results, chances are: no one will. Blogging ads articles in a consistent, timely manner that contain this content, sprinkled with keywords, and will aid your site with SEO in addition to providing attractive content that those Buyer Personas will be drawn to. Blogging can be creative: containing infographics, educational content, case studies, lists, etc. Posts on your blog that are keyword-optimized will draw in search-engine users, while catering to the viewers already on your site (from those amazing social media posts). If visitors enjoy your blog, they are provided with the option to subscribe and BOOM, a new lead. See how it works?
If you STILL aren’t convinced of the benefits of SEO and Blogging, check out these stats:
Savannah Rae's Gourmet Popcorn has been working with United WebWorks for almost a year now and it was one of the best decisions this new business has made!
Our [former] web designer left the site 3/4 of the way finished and I had no idea what SEO even meant. United Webworks finished out the website and explained how everything functioned. About 6 months later we had them work on the SEO and our website traffic has increased by almost 40%.
Anything technology-related used to be very intimidating to me but everyone at United Webworks was as patient as they are knowledgeable. Now I feel much more comfortable making small changes to the site on my own. A small business is always changing and with web presence being such an important factor, I know that we will have a long and profitable relationship with United Webworks.
- Jamie and Donna McAllister, Savannah Rae's Gourmet Popcorn