Generating leads is probably the most prevalent marketing challenge on the Internet nowadays. Some companies do it well, while others can barely figure things out. Whenever lead generation doesn’t work, a lot of people seem to have varying opinions about it.
The truth is that there are really a lot of factors that go into lead generation. With that said, let’s take a look at some of the things needed to develop a campaign to generate leads effectively.
Strategy and Branding
What is your strategy? What is the reason why you are in business right now? How are you delivering the value your customers are looking for? Providing answers to these questions is the very first step to generate leads.
The branding that you have is the perception of your rank in the market. This includes your imagery and content. All of these things must be consistent from the initial impression all the way through the entire experience for each customer.
- Mission, vision, and values. What does your brand stand for? What are the reasons why you are in business? What is the core aspect that you are providing? All of these questions have to be answered to start building your company on a solid foundation.
- Research the audience, market, and competition. Know everything about your niche. How can you meet the demands of your market? What is your role in it? Are you working against bigger competitors, or is the marketplace fragmented? If content strategy is the bait, the audience strategy is the pond where fishermen go.
- Know your position. From here, you can be more specific concerning your target audience and their pain points. What is your unique proposition? Consider your position in the market and what you can do for the unmet needs of your potential customers.
- Identify your messaging. How can you best describe the value that you provide? What evidence can you offer to support your unique point in the market? Make sure that you align your message with your position and the values you have. Also, finding a concise and clear voice is essential.
- Set the visual standards. Develop visual continuity using colors, types, and styles. Ensure this is maintained throughout your website, social channels, offline materials, email marketing, and even in content.
Your website is both the place where you publish content and the platform for generating leads. An ideal site for lead generation pulls traffic just like a magnet.
It has to build trust with people who come in and provide visitors with valuable information.
- Gathering requirements. The first step in a great website is to know what the scope is going to be. What are the features that have to be included? What changes are necessary later on? What are the various page templates you plan to use?
- Keyword research. People should now be looking for you. Once we know what people are searching for, we can set up your site pages to align with these terms that they input in search engines. Keyword research should essentially be the first step before creating a sitemap.
- Sitemap. How the pages are organized determines how a website is going to be navigated by its visitors. What details do visitors require in a certain order before they turn into leads? The sitemap is also essential in making the pages search-friendly. What you want to do is to create a sitemap that has both visitors and search engines in mind.
- Wireframes. These are the black-and-white layouts that you have for page templates. Wireframes have several purposes similar to the sitemap. They are used as a planning tool to enhance user experience. However, these layouts also impact search-friendliness and how easy it is to update. You also plan how responsive your web design is going to be here.
- Moodboards. This aspect is all about style. It is where your visual standards are done. The colors, button styles, background treatments, and type treatments to set for headers, body text, and links are all included here.
- Design. After that, the moodboards and wireframes are all connected into the storyboard designs. All of the planning that you’ve done up to this point starts coming to life. Various elements are all balanced out so that the brand and usability come together.
- Development. The final designs are then converted into web pages by first going through front-end programming with CSS and HTML. After that is the back-end work which include custom integration, features, database development and the content management system.
- Browser testing and final review. Everything is checked to make sure that they work properly on both desktop and mobile devices. The pages should also load quickly and every feature should be bug-free.
The development of the site content occurs when it’s time to do the design process. After the sitemap has been completed, the entire scope of the content requirements is then set. The content needs to be finalised before development is completed or the process is going to be delayed.
- Create a strategy. What questions do your customers have? What are their concerns, fears, and desires? Your website content should be aligned with the people who are going to read through it. Develop your own personas as you see fit. Ensure that your tone and topics are aligned with your audience.
- Write quality content. Think of your readers when you write content. Be respectful of the time they spend and make sure your content is concise. Think ahead and make use of target phrases while paying close attention to internal linking and formatting. Choose videos and images that increase credibility.
- Edit for accuracy. Ensure that the content you put out is on-point, but you don’t want to delay it too much. The great thing about web content is that it is easy to put out, it is fast, and does not cost much.
- Content entry. All of the finalised content should then be added to the content management system. This includes the videos, images, page titles, and meta data. All formatting, such as the bullets, headers, and links, are checked before launch.
- Time to launch. This is the big day that most businesses are waiting for. It only happens once in several years, and hopefully, the programming, design, and content are ready. If there are any minor problems, don’t let those delay your launch. The good thing about digital ink is that it is never dry. You can change the website as many times as you want moving forward.
Now that the platform has been set up, it’s time to move on to content marketing.
Creating Marketing Content
A site that isn’t provide a steady stream of relevant content is just like an online flyer, it has no pulse. It’s simply a digital pamphlet that advertises. Adding useful content however, should help bring in visitors who may eventually convert into customers.
- Your content marketing approach. An ever-green content marketing plan is something based on the resources available. These are the people, money, and time. Effective content marketing plans are based on the tone, frequency, and topics that match the needs of the target market. Using publishing calendars and personas can help you out.
- Do your research. Articles that have been researched carefully are more beneficial to your audience than those based on opinions. Posts that follow the “how-to” format have a higher search, share, bookmark, and read rating than others. Make sure you do your research and put out content that is valuable to your readers.
- Start making content. Begin writing the posts, recording podcasts, or shooting videos. Go with the format that best fits your audience. You can even hire a ghost writer to make things easier for your end. Content writers are valuable as they can save you time and effort, while providing you with the quality content your website needs.
- Curate content from others. You can even repurpose the content you get from others. However, make sure that you add your own insights and perspective concerning the topic. Using interviews, article round-ups, and event recaps are all great ways to repurpose valuable content immediately.
- Edit your content. Ensure that your process has an editorial review as part of the series, so you don’t put out content that has errors and typos present. These small issues can make your website appear less credible, and your reputation will suffer. Take time and bring in an editor to review the overall work before publishing.
Promote the Content
From here on out, you can now start promoting your content. You don’t want to just publish it and be done, you also want to keep your posts alive by letting others know about them.
You can make your content more visible through search engine optimisation, social media marketing, and email marketing.
Search Engine Optimisation (SEO)
Having good rankings in search engines can provide your website with a steady and consistent source of traffic. However, it requires careful research, writing, and having a credible domain and website altogether.
- Keyword research. Similar to page content, the blog posts and other marketing content you put out should have key phrases attached to them. Choose those terms based on their search volume, amount of competition, and relevance.
- Guest posting. Writing top-quality content and then submitting them to blogs that are relevant to your brand is an excellent way to earn inbound links. It is also another way to put your message out and in front of a new audience. You also get to make new friends along the way.
- PR for search. Activity to build public relations can also be an ideal way to get more link opportunities. The job of a PR professional is to know the value of links and leverage any media attention to obtaining authoritative links for pages and blog posts.
Another fantastic channel to promote content is social media. Quality social media campaigns have a content promotion, content curation, and one-on-one conversation at the ready.
- Identify people for social promotion. Find specific individuals that you can connect with to help in promoting your brand through social media. These people can be bloggers, editors, journalists, and even influencers. Create a list of people to watch out for. Make sure that you research blogs and publications first before pitching content to them.
- Start pitching content. For both public relations and guest blogging activities, pitching content can go very well with social media. You can use social channels to eventually build better connections. Ensure that your content is written with humility and with sensitivity concerning the audience of the publication or blog. Also, be thoughtful of the time for their editors.
- Social sharing. Share your content on social channels where your target audience spends most of its time in. You can use targeted sharing to make your posts more visible to people who love what you write. Don’t hesitate in this aspect and believe in your content.
Search engines and social networks are excellent places to promote content, but they are still owned by other companies. The great thing about email marketing is that you get to do things on your own terms.
Having engaged subscribers can be one of the most powerful tools that you can have for nurturing and generating leads.
- Design and production. The email template you use should be mobile-friendly, easy to manage, and lightweight. Make subject lines that are descriptive but leave a little room for curiosity. Craft your teaser texts and call-to-actions carefully so that they maximise clickthroughs.
- Know the right timing and frequency. When do you think is the best time for your audience to open their emails? How often should you send them out? If you have a long sales cycle, you may want to stick to a monthly email. Focus on providing quality emails and nurture your leads by inviting them to your current email marketing list.
- Perform email marketing tests. What makes email marketing great is that it is very easy to track for measurements and improvements. Users can A/B test subject lines and learn about the right timing.
Utilise Landing Page Software
At Be Media, we use a landing page platform called ClickFunnels. This software allows users create funnels through professionally-designed templates to build attractive landing pages. It lets people make landing pages quickly, develop their funnel, track performance, and integrate autoresponders when needed.
- Easy landing page customisation. You can build attractive landing pages with ClickFunnels easily. Its personalization features are easy to understand and hassle-free even for people with no programming experience.
- Access to professional templates. Designing is a creative task and can be challenging for people without much time or creativity to carry these out. With ClickFunnels, users can select from pre-made and professionally-designed templates for their landing pages. Completing designs are possible with just a few clicks of a button.
- Saving time. These templates also save time and effort for many people who would otherwise start from scratch just to set up their landing pages. Furthermore, ClickFunnels has a unified dashboard that displays all of the requirements to develop an amazing sales funnel, which is a time saver.
Leverage Lead Capture Software
At Be Media, we use a variety of lead capture tools. One of the most prominent ones we’ve been using is ActiveCampaign.
- Email marketing automation. ActiveCampaign offers a comprehensive email marketing software for marketers and business owners to work with. You can improve lead relationships while automating your marketing and sales processes with the platform.
- Segmenting subscribers. The use of “tags” with ActiveCampaign makes it easy to segment an email list. Email segmentation is a highly effective approach to improving subscriber engagement, clickthrough metrics, and sales.
- Intuitive user interface. ActiveCampaign’s UI is very user-friendly and only requires minimal training to get things started. Users can immediately begin to make email campaigns for conversions with the platform in no time.
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