Top Lead Generation Strategies Revealed. I have been generating leads online since 2007 for myself and clients. Here are some of my top strategies revealed.
Establish a target audience
The Web is a beautiful place that allows you to be whatever you choose, and market to whomever you want. So step outside of your Web site profile page and start thinking in terms of who you are marketing to and what words they may be using when searching for someone like you online.
Craft the message
Now that you have identified your target audience, we need to create a marketing campaign for them. Before we begin building sites and landing pages or worrying about where we're going to drive traffic from to those sites and landing pages, we start with the message. In simple terms … we need content.
If you write your content with the consumer in mind, you'll connect with them easier by establishing that trust and authority I mentioned earlier. Consumers express their needs, fears, frustrations and challenges in several ways online.
Two great resources to tap into the mindset of your target audience are Google Adwords for keyword research, and Forums like Yahoo Answers, Ask.com
Design your niche sites and landing pages
Now to the fun part—showcasing your authority as a expert by designing a niche Web site that is full of content, videos and consumer-friendly information.
Compared to most other businesses site or profile page that typically converts less than two percent of Web visitors into a form or call, our niche sites convert organic traffic at eight to 12 percent. This also depends on the specific search phrase or link they followed to hit a certain page.
Keeping trust and authority in mind, here are the primary things to pay attention to when designing your site:
- Niche specific: Be the program expert
- Easy to navigate: Simple menu and sidebar navigation with less options
- Availability: Large text phone number (not image) in top right
- Geo-targeted: Target one city or state per site and optimize accordingly
- A clear call-to-action: Above the fold with value benefit highlighted
The bullets from above apply to landing pages as well, but let's separate the difference between a landing page and a Web site in our online lead generation blueprint:
- A Web site targets a niche and should convert at around eight to 12 percent.
- A landing page targets a message and should convert at around 28 to 32 percent.
- Your landing page is a component of your Web site, but can also stand on its own, depending on your traffic strategy that we'll get into momentarily. Basically, a landing page is your Call-to-Action (Money Page) that should generate a form or phone call or email address.
- You should clarify the benefit or value, which should remain consistent with the message they followed to get to your page, as well as throughout the entire lead conversion and follow-up process.
- Definitely remove all exit links, which would include the navigation bar, footer links.
A great resource for you to use when building or learning about landing pages is www.unbounce.com. They even have free or premium templates that you can use to get something up and running quickly if you want to skip the niche site process and just send paid traffic to one landing page.
From a search engine marketing and "getting found on the Web" standpoint, a local content rich site that is optimized for the right keywords at the city level will have a greater possibility of showing up in the search engines for people in that area.
Spreading your content across a few top ranking industry related blogs, dropping some press releases and a little activity on a niche specific Google+ page will help your target audience continue to find you as they are on their journey for a niche expert that they can trust.
Targeted traffic to a landing page that converts at 28 to 32 percent will produce you a certain amount of leads that are measured in quality based on how much trust and authority you've established up to this point. This means that 28 percent of your traffic should fill out a form or call. If you send 100 people to your landing page, you should get 28 leads. Traffic is not free, unless you do not value your time.
Paying for traffic can include things such as:
- Pay-per-Click (PPC)
- Press release
- Banner advertising
- SEO: Optimizing your niche sites so that they show up on page one of the search engines.
- Guest blogging on other industry sites
- Social media links such as Facebook or Google+
- Your own database
Bonus: Go where the buyers hang out
This is a free tip for you today. I started out in the online marketing game in 2007 by helping an real estate agent. Get in front of your target audience earning their trust and establishing your authority for a much longer period of time. Pick a target audience, create your message, publish your content across several geo-targeted niche Web sites and drive traffic to high converting landing pages.
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