The majority of marketers agree that their top challenge is generating traffic and leads, according to the 2016 State of Inbound Report. If this is your company’s main marketing focus, you’re not alone. The goal with lead generation is to take strangers and turn them into visitors of your website who then become leads through your landing pages and content offers. You can then nurture these leads into becoming customers.
These tips, tricks and best practices will help you to gain more leads the inbound way.
Focus On Your Buyer Personas
When your goal is to attract quality leads, it’s a waste of time and resources to go after anyone and everyone. You are more likely to succeed with generating and converting leads when you are found by the right people. This starts with understanding your buyer personas. You can then create content that will be valuable to them. By narrowing your focus to your buyer personas, you’ll also end up with more qualified leads that are more likely to become customers.
Once you’ve narrowed in on who your buyer personas are, you need for these strangers to find you online. Your SEO strategy will help to drive traffic to your website and give you the opportunity to get more leads. Start with the keywords for your content. Each page should be optimized for one, but not used too many times. Long tail keywords generally have less competition, and are easier to rank for. Don’t forget to optimize any image alt text, as well as the page title and URL, which should include your keyword.
Blogging & Content Creation
Content is one of the key components of any inbound marketing strategy, and an important way to attract traffic to your website. Help your audience with useful, educational content. Develop an editorial calendar and write on topics that are of interest to your audience and buyer personas. You should also blog often. The exact frequency may vary, but 2 to 3 times per week is a good goal.
Blogging also increases the number of pages on your website, which is a positive for search engines. Plus new, fresh content will usually rank better than older content.
Once you’ve attracted visitors to your website with blog posts and other content, you want to turn them into leads. Include calls-to-action for relevant content offers with each blog post and on your website pages. Make sure that the offer relates to the topic covered in the post, and is relevant for the buyer’s journey stage for the post. You don’t want to ask people to start a free trial before they even know what problem they’re trying to solve.
There are several types of CTAs you can use to get more leads. Remember to follow best practices for your CTAs, such as writing action-oriented copy that conveys a clear message and using a visual that stands out on the page.
Landing pages are where the magic needs to happen. Just like with your CTAs, you want to have a clear message on your landing page that matches the content that was offered. There should also only be one goal for your landing page - getting that visitor to become a lead - so remove any distractions such as your website headings that would allow someone to easily navigate away from the page. Keep copy short, but articulate the value of the content. Once the landing page is set up, you’ll also want to A/B test the right way to make sure that it is helping you to get more leads.
Social media is another way to reach your audience with your content and leverage it to get more leads. Start by focusing on the right channels. You don’t need to be on every single social media platform, just the ones that make sense for your business and your audience (do your research to determine what those are). Then, share your content in a way that makes it part of a conversation and adds value to your audience. And you don’t just have to share your blog posts. You can share a link to a landing page with your premium content offers as well. You should be repromoting old blogs when the content is still valuable because not everyone in your audience will see it the first time. According to Social Media Examiner, 75% of marketers found their website traffic increased as a result of their social media efforts, so include it as part of your strategy.
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