With less than 4% of website visitors ready to commit to a purchase, it is no wonder that generating quality leads is marketers’ top priority.
To help marketers optimize their investment in digital, in this article we tap into the expertise of an award-winning agency Titan Growth and their extensive experience with single and omnichannel lead generation strategies.
Read on for expert insights into setting up a lead gen strategy and the most effective channels to use, including:
Online lead generation is the process of attracting potential buyers to your online sales funnel.
The most commonly used digital tactics for lead generation are PPC, SEO and content marketing.
A typical online lead generation strategy entails:
Online lead nurturing is a series of digital strategies developed to cultivate a relationship with prospects. These strategies help with brand retention and moving the user down the conversion funnel.
Online lead nurturing tactics including:
The basic principles of lead generation are, and always will be:
1. Provide a supply to someone’s demand.
2. Adapt to your audience!
With these in mind, let’s look at the four prerequisites for a successful online lead generation strategy.
The first point of lead distinction is the method through which it has been obtained, namely inbound vs. outbound marketing.
Inbound marketing acquisition funnels are designed to attract -or “pull”- prospects into becoming leads.
Outbound is the exact opposite; It relies on actively pursuing leads by “pushing” marketing messages to them.
Why does this matter?
The premise is that if a lead searches you out, they will be more receptive to converting, but they are also likely talking with other potential venders that they sought out. When you contact a potential customer out of the blue, and they are receptive to what you are selling, you are likely the only potential vendor that they are talking with. Both have advantages and disadvantages, and both have tremendous value if executed properly.
- Says Danny Shepherd, President of Titan Growth.
The four marketing channels that we will discuss later on in this article are the touchpoints for gathering prospects into the funnel.
It is important to adjust the strategy towards capturing quality leads rather than aim for vanity metrics like more website traffic where most users might never convert.
To identify which visitors make the best leads for specific businesses, Shepherd proposes this standard categorization:
The four steps to take in order to attract quality leads are:
Lead generation begins and ends with a brand’s audience.
Defining how the audience relates to the predefined ideal customer profile, and each marketing channel can help in capturing quality, ready-to-convert leads.
Also, keep in mind that an audience on one marketing channel might require a different approach than a very similar audience on another channel. It’s important to do a lot of A/B testing to find the campaigns and content that best convert your ideal audiences.
Landing pages designed for attaining high-quality leads are simple, visually attractive and focus on a single purpose. This means they call users to take a single action.
The three pillars of a high-converting landing page are:
Some landing pages may benefit from brevity, while others convert better when they’re longer and include elements such as social proof and detailed descriptions.
Search engine optimization helps businesses target specific, relevant audiences and drive prospects, besides just improving their page rank.
The main benefit of a well-developed SEO strategy is increasing the influx of quality leads to the website.
Three SEO techniques that good agencies use to generate more high-value leads are:
Engagement metrics like click-through rates and conversions are some of the most important metrics to track SEO lead generation success.
Setting up goals, and using tools like Google Analytics and Google Search Console can help you identify which landing pages and content are driving the most leads for your business.
Besides organically attracting leads, SEO content that provides value to your target audience, such as blog posts, infographics, videos and so on, also nurtures prospects that come into the business' sales funnel.
Just keep in mind how your SEO relates to the rest of your sales funnel and content marketing strategy. Content marketing and SEO are long-term plays that work in conjunction.
While, ideally, you would craft a landing page that converts well AND ranks high, that can be a challenge.
It’s important to find that delicate balance between user experience and search engine optimization.
With paid ads, businesses target new prospects and ideal customer profiles, which allows them to generate leads faster than with most other marketing channels.
Paid ad campaigns on Google or social media such as LinkedIn and Facebook owe their high success rates to very specific and highly granular targeting.
Some strategies that businesses should consider are:
There are numerous online lead generation channels, but not all attract and capture high-value leads, i.e., those with purchase intent.
Here, again we pulled in the expertise of Danny and the team at Titan Growth.
Having been in business for 16 years, Titan Growth has seen a lot of changes over the years. Their experience in digital marketing favors these four lead generation strategies:
Good SEO is the SEO that targets very specific audiences - as we’ve seen in the previous section.
In Titan Growth’s experience, the SEO lead generation strategy comes with five distinct benefits.
SEO uses informative and keyword-relevant title tags and meta descriptions to not only help drive traffic to your site but to attract the right type of people to your site — the people mostly like to read what you’re writing and buy what you’re selling.
- Danny Shepherd
He also highlights that optimized tags and descriptions help increase CTR and qualified web traffic.
40% of businesses’ revenue comes from organic traffic because SEO helps track every aspect of marketing strategy outcomes, such as conversions, traffic, and individual metrics like user engagement.
The wealth of analytics allows decision-makers to calculate the value of their SEO strategy and provides insight into the optimal ways to grow business.
The inbound nature of SEO helps businesses save more money compared to outbound strategies.
Since SEO also targets users who are actively looking for your products and services online, the traffic resulting from SEO is more qualified than many other marketing strategies. This results in even more cost-savings for companies.
- Explains Shepherd
SEO improves site navigation for users and search engines.
Rearranging a site's architecture through on-page optimization makes pages easier to find and boosts search engine crawlers’ efficiency when indexing your website.
Good SEO creates a positive user experience, decreases bounce rates, boosts time spent on site, and improves page load speed.
High rankings on search engine results pages means more exposure for the business. This helps users associate a brand with targeted keywords it is ranking for.
Users generally believe that results on the first page are more trustworthy and credible.
If your pages rank in one of the top three SERP spots, especially for competitive keywords, it can instantly boost your reputation and convey social proof. [...]So, the more your pages and content rank in high positions in search results, the more chances you have for users to see your content and associate with your brand.
- Danny Shepherd
Paid media campaigns’ in-market audiences present a group of users that exhibit a high potential for buying a brand’s product or services.
In-market audiences weed out customers who are ready to purchase and show business’s ads to them.
In-market audiences’ behavior, collected by analyzing their browsing habits, is used to predict future buys and show an ad directly to a customer that is looking to buy a product or a service your business can provide.
Pulling from Titan Growth’s extensive experience, Shepherd says:
Google lets you set in-market audiences as a targeting method in your Google Ad campaigns. Google will then show your ad to people who are most likely to click through and convert.
The reason this works like that is that a particular user is likely to take the action the business wants them to take.
In-market audiences connect business with consumers who are in their final purchase stages, which is near the bottom of the funnel. They essentially skip all the previous stages of leading the prospects down the funnel, from the top and middle part to the bottom.
That part is already done, remarks Shepherd.
That’s because the audience is comprised of users who have already “bought in.” Now all you have to do is close the sale.
- He concludes
Because of all this, in-market audiences spell a high ROI, because a lot less money and resources are spent marketing to people who are not ready to buy.
Additionally, creating remarketing campaigns for visitors who have shown a high propensity towards converting is a smart move.
You can effectively serve ads to individuals who have visited specific pages on your site, interacted with products, or even previously purchased something.
Both eCommerce and non-eCommerce brands can leverage the power of remarketing to improve the quality and ROI of their ad investment.
Email marketing is an effective strategy for nurturing valuable leads and increasing brand retention.
These best practices produce the most lasting results in email lead generation.
The advertising platform for sellers on Amazon, Amazon Advertising, lets businesses promote their products to their target markets via
Vendors that utilize Amazon advertising and marketing can reap the benefits of this solution, such as:
Though catering mostly to brands on their platform, Amazon gives retailers a good reason to join and advertise.
52% of all online product searches happen on Amazon, which ranks in the top three companies for net digital ad revenue.
As a result, in 2019, Amazon collected $14.1 billion in advertising revenue.
Titan Growth suggests that businesses that look to increase their eCommerce sales can use Amazon Advertising in the following ways.
In order to attract and retain leads with strong purchase intent, your business needs to:
Titan Growth’s business experience suggests that the most effective tactics for attracting high-value leads are
If you have additional questions or would like to chat with the team we interviewed, you can contact Titan Growth. Titan Growth is offering complimentary audits to qualified DesignRush readers. Get yours today!