For business owners operating in this digital age, lead generation is a vital component to achieving sustainable success. Just as blood must continually circulate throughout the body in order for a person to remain healthy, a company must maintain a constant flow of lead generation in order to remain financially viable. And of course, the bulk of lead generation in today's world comes from Web-based traffic.
How can your company create, optimize, and implement a successful online lead generation strategy? This article will focus on some key drivers for any good lead generation plan, and how you can leverage them to your advantage.
SEO-driven content is the fundamental building block for any effective online lead generation strategy. Search engine optimized content guarantees a greater probability of converting visitors into leads, and eventually leads into customers. In fact, 91.5% of all organic traffic lands on one of the websites listed on Google's first page of search results. That's huge!
The tricky thing about generating exceptional content is that it really must address two audiences at the same time: your consumer base, and the search engine. A truly well-written piece of content will not only show up as a top search result (sooner or later), but will also provide real, actionable value to your visitors.
We all know that the sales/marketing funnel has 3 main stages:
As you work to generate content for consumers in each funnel stage, it's important to consider another key ingredient for successful lead generation: the buyer persona.
A buyer persona is basically a semi-fictional profile of your company's "ideal customer." In other words, if you had to describe someone that would be intensely interested in your product, and that would be an excellent lifelong customer, what would that someone look like?
Whereas funnel-optimized content allows you to more effectively target consumer segments, an accurate buyer persona informs the tone and sensibility of your content. In effect, it helps your content appeal to individuals instead of groups.
Forbes offers an excellent example of how creating and implementing a buyer persona can benefit a company. Imagine that you name your ideal customer "Sally," and that during your research for this buyer persona you discover that Sally dislikes brash colors and aggressive language. Would you use fluorescent pink colors to market your product, or taglines like: "Don't give up until your day is crushed?" Probably not!
Clearly, combining a well-researched buyer persona with funnel stage-specific content offers an unbeatable one-two punch for effective lead generation.
Once you have established clear "best practices" for your content, you should give attention to another important avenue for generating leads. In order to truly leverage the value that your content is providing, it is important to define and implement a lead capture strategy.
Such strategies typically involve a combination of marketing/lead generation tactics, such as:
"How can I generate more leads?" is a question that many business owners around the world ask themselves on a daily basis. This article has provided an overview of how to effectively leverage content to generate more leads. It also reviewed some key principles and guidelines that will help you to optimize your lead generation strategy.
Of course, when it comes to lead generation, this is only the beginning! If you'd like to take a deeper dive into the secrets of generating leads, then download our free eBook, "9 Steps to Attract Qualified Leads for Your Business."