Last month I introduced the idea of Inbound Marketing and using content to generate leads for your business.
What is a Lead?
We consider a lead any person who has visited our website and then made contact with us. In our case this could be in a number of ways, such as:
- Downloading an e-book
- Requesting an SEO review
- Requesting a quote
How do you get Leads?
First you need to get people to visit your website. A presence on other sites is all very well but a website is usually a company’s single most valuable marketing asset, often accounting for well over half the marketing budget. If that’s the case, you want people to find it, you want them to visit it more than once, and you want it to earn its keep.
Get More Visitors
The best way to get visitors is by adding great content on a regular basis. The key to great content is understanding your audience so that you know what they are looking for. Add to this researching the keywords that your ideal customers are searching for and making sure you use them in that content. We use a tool called SEMrush to find the most suitable keywords to include in our blog posts and web pages.
Now share your great content on your preferred social media to attract a wider audience and get more visitors.
Engage with them
Once you have these ideal customers visiting your brilliant website, which is packed with useful and relevant content, you want them to make the next move. On the assumption that they have enjoyed what they have seen so far, they will probably want more of it. Here’s your big chance. Offer them something which helps them with the subject they are searching for, answering their questions or showing them how to solve a problem. Make it valuable enough that they are prepared to give you something in return – preferably an email address or phone number and permission to contact them in future.
This isn’t necessarily permission to hound them on the phone every day for the next month, but it is a good start and time for you to use your judgement on the best way to move your new lead towards becoming a customer.
You can discover more about lead generation on our blog
Julie Mitchell-Mehta is a Chartered Marketer at Red Evolution, an Aberdeen based Inbound Marketing Agency that uses marketing, design, development, content and SEO skills to help businesses thrive online.