 |
SEM
should become a key aspect of your online strategy to generate leads.
"The beauty
of online lead generation is that data can be collected and results can
be measured instantaneously."
OLG
- lead customers with a genuine hunger for your products or services to
your online or offline location.
Once
you have valuable information about customers who are interested in your
products and services, you can use the details to build a persona
and inform all your marketing strategies in order to convert leads into
sales.
Affiliate marketing
(50%) and Online Display Advertising (45%) are among the most widely used
methods to generate leads.
(Source:
UK Search Marketing Report, E-Consultancy, April 2007)
|
|
Nine Online
Lead Generation Tactics
Traditionally, offline newspaper/magazine and direct marketing channels
have been the channels of choice for generating leads. However, online
adverts and email direct marketing can be used just as cleverly to
generate leads. The beauty of online lead generation is that data
can be collected and results can be measured instantaneously.
That's why it's
surprising that more companies aren't making the most of the Internet
marketing campaigns they may already be running or the customer
data they already hold.
According to
research carried out by Clash Media at the start of 2007, 47% of marketers
say their business is NOT effectively exploiting online lead generation
as a way of growing their B2C business.
I've listed nine
online tactics you might expand to generate online leads:
-
Search
Engine Marketing (SEM) - People using the Internet to research
a product or service are already leads. Carrying out Search
Engine Optimisation (SEO) to target keyphrases prospective customers
might use will bring qualified customers to your website. You could
also use keyphrases in offline advertising, including TV and radio,
to reinforce natural searches and direct traffic to your website.
-
Compelling,
creative content - Create
compelling content to convert visitors to customers for email
campaigns, your main website, blogs, press releases, landing pages
or mini sites. Consider using a copywriter
to create copy that cultivates customers.
-
Targeting
specific demographics - Is your product aimed at a particular
market? Take a fresh look at how you acquire leads, if you use telemarketing
or door-to-door marketing, think about email marketing instead.
MediaCo can source specific lists of consumers from students to
housewives, in the UK or internationally, for email, SMS or online
advertising campaigns. Just ask!
-
Online
advertising - Design adverts to encourage people to do something.
Whether it's a Pay
Per Click campaign or an animated banner advert, use compelling
copy and astute aesthetics to persuade people to "sign up for
a free newsletter", "enter a prize draw" etc.
-
Email
marketing - Build an in-house email list and offer prospects
something in return for giving you information. Buying or renting
lists can also be effective; you can specify which group to target
and send out an email. Sending out a newsletter with regular offers
and news of new products/services helps you stay in touch with leads.
Some affiliate networks might include your offers in emails too.
-
News
releases - Distribute an online news story about a new product
or service with a link to register to download further information
or receive updates. A successful Online PR
campaign will help with SEO
too!
-
Affiliates
- Affiliates are virtual salespeople, driving qualified leads to
your website. You could build your own network of affiliates or
use a specialist to build a campaign for you.
-
Analytics
- Measure your visitors' behaviour online to ensure your strategies
are working. How many people visit your site, buy something, abandon
a shopping basket, respond to an advert, fill in a form or sign
up for a newsletter. Use this data for future marketing tactics.
-
|
|
|
|
