4 Strategies to Drive Prospects to Your Website and Generate More Quality Leads
If you own a professional services company and you want it to grow, you need to fill the top of your sales funnel with a continual supply of qualified leads. Unfortunately, for many businesses, including businesses like yours, that can be easier said than done.
According to a recent survey from Hubspot, 63% of marketers say that driving website traffic and generating leads are their top marketing priorities, so much so that 53% commit more than half of their entire budget to meeting these goals. The problem is, in that same survey, 80% say that their lead generation efforts are only “slightly” or “somewhat” effective.
That’s a lot of money (and time) to spend on strategies that produce at best mediocre results, and it begs some important questions: how are so many marketers getting it wrong? What can marketers do differently to achieve stronger results? Finally, are there inbound marketing best practices which will generate a higher volume of high-quality business leads?
Inbound Marketing Works, Period
Effectively implemented, inbound marketing strategies work better than traditional, outbound strategies, and they are better at generating leads. Consider these takeaways from Hubspot’s The State of Inbound 2016 report:
- 73% of surveyed companies reported that inbound is the primary marketing approach
- 74% of respondents said “converting contacts to leads” was their highest priority
- 81% of companies which rely primarily on inbound marketing considered themselves highly effective, (compared to only 18% of those for whom outbound is the primary strategy)
- 59% of marketers said inbound strategies provide the best leads, while only 17% said their best leads were from outbound practices
How to Generate Leads with Inbound
The formula for generating leads with inbound marketing is relatively simple and straightforward. You create great content prospective leads need and use that content to attract them to a landing page where they give you their contact information in exchange for the content.
There are multiple inbound strategies which will help your business use this formula to generate more quality leads, but the top 3 are unequivocally search engine optimization (SEO), content marketing (especially blogging) and social media promotion. That said, there 4 things you can do today to generate more and better leads with inbound marketing:
1. Develop an On-Page SEO Strategy
On-page SEO entails making changes to your company’s web pages that will improve your site’s rankings in searches for your keywords. Specifically, you need to optimize each page’s URL, title, header tags, image alt tags and content. By inserting the right keywords into these areas of your web pages, you’ll more effectively communicate each page’s message to search engines. Because more people will find you on the internet (not just any people, but the people most likely to be interested in your products and services), you’ll increase site traffic and generate more leads.
2. Create an Off-Page SEO Strategy
Off-page SEO has to do with the links to your site from other websites. In general, the more of these inbound links your site has, the higher it will rank in searches. This is because search engines view inbound links as other businesses casting a “vote” for your business, a vote they cast because they’ve found the content on your site to be valuable.
Of course, not every vote is of equal value. The more authoritative the link, the higher your rankings will be. For example, if you have a real estate business and Zillow or Trulia links to your site, Google and other search engines will assume your content is of extremely high value and reward you accordingly with substantially higher rankings.
3. Blog, Frequently and Well
Blogging will both improve your site’s SEO and attract new leads for your business. Regarding SEO, search engines like websites that post valuable content, and they like websites which are continually updated. Blogging achieves both these goals. Every time you post a new blog, you create a new, page for search engines to crawl and index. The more frequently you blog (and the more valuable your blog content), the more search engines will reward you. According to Hubspot, companies which blog 16 times a month, for example, get 3 ½ times more traffic than those which blog 4 or fewer times a month.
Blogging is also among the most effective ways of generating new leads. For example, B2C businesses which blog 11 or more times a month will get 4 times more new leads than those that blog 5 or fewer times a month.
4. Leverage Social Media
Leveraging social media sites like Facebook, Twitter and LinkedIn is one of the most effective ways of driving visitors to your website, and of generating new leads. That’s because the people who use these sites are there for more than social reasons. For example, more than 60% of both Facebook and Twitter users say they go there for “news about events and issues outside the realm of friends and family,” and 74% of Facebook users say they use the site for “professional purposes.”
Said differently, most people on social media sites are there to find products and services that will help them solve problems. By strategically posting valuable content on these sites, you can drive people to landing pages on your website and convert them into leads who are already predisposed to want the products and services you sell.
Simply stated, you can’t achieve your primary business objectives without an effective lead generation strategy, and you can’t effectively generate leads without a solid inbound marketing plan. Fortunately, there are full-service marketing agencies which have the expertise in inbound marketing, lead generation and content marketing to help you achieve your goals.
To learn more about the ways our SEO, social media, web design, web audit and PPC services can help you boost sales and grow your business, contact us today.