Strategies to generate new leads
The way in which new leads are generated has undergone major changes in recent years, mainly caused by the rise of new online capabilities and social networks. The abundance and immediacy of information on the web has created the figure of the “autonomous buyer”, who uses the web to identify where to buy a product or service, find out about the different possibilities available, detect differences in price or simply know the opinions of other users.
To meet these needs, new tools have emerged, which develop, identify, and qualify new leads before the sales process begins. In short, they give the possibility of reaching the customer before the customer reaches you.
Here are some of the most important ways to generate leads:
Search Engine Optimization (SEO)
It is a digital marketing practice through which the positioning that a website receives in search engines is improved. This practice includes technical and creative elements that improve the ranking of your site, driving traffic considerably.
It is important to allocate resources to SEO for many reasons, the most important of which are:
• Search engines tend to return more results than can be handled, and let’s face it, we usually only click on the top five. To get the most out of your website, it must be ranked #1.
• Users associate a higher brand value with the best-positioned websites in search engines.
• A correct SEO strategy guarantees you to increase your client portfolio, as well as sales opportunities.
• Once the rankings have been optimized, the costs of driving traffic to your website will be significantly reduced.
New Leads from Social MediaSocial media has had a profound impact on our lives. This is reflected in the fact that today, 47% of Internet users have a Facebook account or that 45% of B2B business is generated through LinkedIn. So the question is: Why not use them to your advantage? Promotion on social media is inexpensive as well as effective and most importantly, it can only be reached to your target audience. It is important to create a custom audience that matches the characteristics in which you are interested. In this way you will only spend money on people who can really become your customers, leaving aside those who do not match previously set criteria.
Pay Per Click Campaigns
Pay-per-click promotions are visible, flexible, and most importantly, profitable for all types of businesses. It consists of creating one or more ads so that when a specific term is entered in the search engine, your website appears at the top or side of the results page. In this way, you will reach customers just when they are looking for products or services related to your business or even that of your competitors.
Advertise your business to specific companies using your IP address. For us, an IP address is a way to identify target customers and connect your marketing department directly with them. You will approach only the companies you want, leaving aside those that do not fit your business and ensuring that every euro you spend on this method is only on potential customers.
Ad targeting by geo-location
By using geolocation you can send your marketing message to a highly localized geographic area. This offers you very diverse possibilities, from advertising your business to all those people who are near your establishment to doing it in those specific areas where you know that there is a large concentration of potential customers. Even advertising in a place where an event with a large influx of people is being held, such as a conference related to your sector.
Of B2B buyers start their research with a generic online search.
Sellers think that social media is important to their business.
Source: Social Media Examiner
Of consumers visit the store the same day they have made their online search.
How to transform visitors into contacts
After all this, probably thousands of users will have reached your website. Now the question is: How do you transform those visitors into contacts?
Place a registration form on your website, allowing visitors to subscribe to receive the latest news, promotions, etc. You might be surprised at how many people get involved with this.
Create quality content! It is the fuel that will drive your digital marketing activities. Offering relevant content to your audience will help them see you as a valuable and trusted source. Also, you can put your key documents behind registration forms and you will start to see how the contacts flow to you.
In e-commerce businesses, use all available lead generation channels, actively participate in social networks, create eye-catching campaigns, and establish a relationship with your contacts through newsletters sent regularly.