Digital marketing is arguably the most critical part of any lead generation strategy. To reach potential clients online, you need to invest in the following avenues.
High-Quality Website
Your company’s website is its base of operations online. So how can you stand out?
- Simple, persuasive web pages: Create powerful web pages using unique content and images that drive home the main points.
- Well-organized product pages: Help potential customers find exactly what they’re looking for with a website layout that’s easy to navigate.
- Authoritative blog articles: Show your brand’s industry expertise and friendly nature with well-researched guides, blog articles, and other high-quality content.
- Keyword-optimized landing pages: Motivate your target audience with landing pages that connect with the right online searches.
With an attractive, easy-to-use, and professional website, you make a great first impression on potential clients.
Search Engine Optimization
SEO helps your business rank high on Google search results. When potential leads search for topics related to your services, they can see and visit your website. Nearly 50% of all product-related searches start on Google. The majority of users perform three or more searches every day! That’s a lot of opportunities to attract clicks.
Local SEO
If you own a small business, most of your target audience probably involves local customers. Local SEO helps your company stand out for nearby searches using a Google Business Profile, proximity-based keywords, content marketing, and other techniques.
Search Ads
Search advertising lets you customize your keywords, demographics, advertising messages, and target audience. For B2B companies with niche clients — such as manufacturers — search ads are a massive help for delivering the right message to the right people.
Google Local Services Ads (LSA)
Google Local Services Ads combine the value of local SEO with the speed of pay-per-click advertising. With LSA, you only pay when clicks generate leads. Potential customers contact your business directly from targeted ads.
Social Media
Posts on Facebook, Instagram, Pinterest, and YouTube capture the attention of potential customers, showing off your brand’s attractive qualities in a personal way. Similarly, B2B companies connect with countless valuable industry leads, thanks to LinkedIn.
What Are Qualified Leads?
The lead qualification process rates potential clients from cold (not interested) to hot (ready to buy). Each type of qualified lead is at a different stage of the sales funnel:
- Information Qualified Leads: IQLs warm up your business. They have clicked on one of your CTAs and want more information about your services or products.
- Marketing Qualified Leads: MQLs know what kind of product they need, and they weigh their options before making a purchase. Whitepapers, videos, buying guides, and FAQs pages can help nudge them in the right direction.
- Sales Ready Leads: SRLs are nearly ready to buy. At this stage, your sales team can contact the leads and offer custom solutions that address their budget, needs, and goals.
- Sales Qualified Leads: SQLs have selected the products they want and put them in their shopping cart, so to speak. Your sales team and website design should help SQLs complete the purchase as quickly and seamlessly as possible.
The takeaway from this process is that some leads are more valuable than others. Therefore, prioritize the hottest leads first.
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