Digital Marketing for Sales Lead Generation

Toni Becker July 25, 2020

With ever advancing online technology, the era of digitalisation is upon us and it has moulded the way we do business, specifically in regards to sales lead generation and increasing sales revenue.  Many online sales leads originate to a company's website and so much of today's digital strategy should be directed to driving qualified traffic to a website.

The key to driving more traffic to a website to boost sales lies in the quality of service being provided by a digital marketing agency, and the quality of content produced to attract the target audience. 

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Below we take a look at a few digital marketing techniques to help with your sales lead generation efforts. 

1. Search Engine Optimisation

In order to get your website noticed, you need to rise-up the Google ranks. If you are not visible on search engines, no one will find you, and you need potential clients to find your webpage in order to turn them into leads and ultimately clients. This is when Search Engine Optimisation becomes an important part of your digital marketing efforts to generate sales leads.

Search Engine Optimisation, or SEO, is the process of growing the quality and quantity of your website traffic by increasing your site's visibility in search engine results. SEO is about the improvement of your website placement and excludes the purchase of paid placement. 

When you begin your SEO process, you should always begin by optimising your website functionality: 

Technical SEO for Lead Generation

The primary goal of technical SEO activities is to optimise the infrastructure or architecture of your website. With technical SEO, you are able to help search engines such as Google, access, crawl, and index your website without any issues. Website problems such as loading errors, lagging speed, difficult navigation, and a bad user experience will drive traffic away from your website and lead them straight to your competitors.  This is why it is vital to optimise your website.

The more technically sound your website, the higher you will rise up the Google ranks, and this will result in more website traffic and ultimately more leads. 

Content Optimisation 

Another important part of Search Engine Optimisation is content. Content optimisation refers to the process of making sure the content on your website is written to reach the target audience.  This process includes adding metadata and title tags, relevant links within your content, and using associated keywords within your content. You also need to optimise your headings and visuals in order to be noticed by Google.

The technical aspect of content optimisation aside, it is also vital to focus on creating content that is useful. Google appreciates content that helps the user and answers their questions. You need to make sure that all the content on your site is of the highest quality, providing value to your reader and keeping them on your page. The only way to build trust with a user is through content. And trust is the only way to gain leads, get conversions and make sales. 

To sum it up, Google and other search engines will notice your site if it is in good technical condition and provides content that is relevant to the user. By establishing your place on the first page of the Search Engine Results, you will drive more traffic to your website, and then have the ability to turn those users into leads. 

2. Create Lead Magnets

Once you have your SEO in order, you can expect a lot more website traffic. And now is the time to convert that traffic into leads. This is done by creating lead magnets on your website.

A Lead Magnet is an incentive that marketers offer potential customers in exchange for their contact information or email addresses. Lead magnets on a website usually offer users a piece of free digital content, such as e-books, whitepapers, or webinars etc.  Lead magnets offer you the opportunity to build a database of potential customers. This involves building up an email list of prospects and customers that you can use to consistently build value and promote your business. You can send promotional emails out to your database, informing them of your business and reminding them about your service offerings. 

Lead magnets give you the opportunity to continue the conversation with possible clients and nurture the relationship, ultimately leading to sales. 

3. Social Media for Lead Generation

Social Media lead generation is about engagement as opposed to brand awareness. Collecting leads on social media through engaging content, will help you find people who are interested in your brand and what you offer as a business. These leads will help you keep in touch with these potential customers, whether for a special offer or remarketing campaign. 

From Facebook to Instagram, social media platforms offer a targeted way for you to reach your target market and direct them to your website and landing page. By sharing your content to social media, a viewer will click on your content and be directed to your landing page - complete with lead magnet. 

You are also able to promote your content for the purpose of lead generation on social media using paid advertising. Platforms such as Facebook, Instagram and LinkedIn, offer marketers the option to create lead generation campaigns that are specifically designed to capture the information of potential clients - much like a lead magnet.

By capturing this information, you are given the opportunity to add to your database and nurture your leads through email campaigns. It is by nurturing your leads that you turn them into paying customers. 

4. Lead Nurturing through Email Campaigns

Once you have added potential clients to your database, you can begin nurturing your leads. With every new prospect, send through a welcome email. Once this has been done, put together an email strategy that is designed to convert these leads into paying clients.

Make sure to keep your lead nurturing emails short and personalised, with a catchy subject line that will prompt the viewer to open the mail. You can set automated campaigns to ensure consistent contact. 

HubSpot provides advanced automation tools that will automate your emails and track their progress.  Learn more about email marketing campaigns for lead generation, here

In Conclusion

For a business to thrive, it needs new customers, and in order to gain new customers, it needs to be marketed to the correct target market. This is why digital marketing is a must for your sales lead generation efforts. From SEO to social media, you can put your business front of mind and collect leads effectively. 

At Nexa, we know that lead generation is the lifeblood of any business. We have been providing Inbound Marketing and Sales Lead Generation to a wide variety of businesses for well over a decade.

As experts in Lead Generation, we are proud to be the region’s leading and only HubSpot Diamond Agency Partner and have been recognised as thought leaders and innovators within this field.  If you are looking to generate leads, we can help. Contact Nexa today and drive highly qualified sales leads for your business. 

 

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