Lead Generation: Online and Offline
If you don’t have customers, you don’t have business. It’s a universal truth in business, and yet almost every business owner, CEO, marketing executive or sales leader I talk with tells me that one of their primary challenges is generating leads for their business. “Where do you get your leads?” I ask. In most cases, the response is, “I don’t know.”
Online Lead Generation: Time to take a look at your website and do a quick lead generation audit. What kind of traffic are you getting? You can use Google Analytics to get an idea of your traffic volumes, time on site, bounce rate and the geographic location of your visitors.
Ask yourself this: Can you even get leads from your site? Other than your “Contact Us” page, how easy is it for people to submit their contact information to get lead data from your site? Do you have any sort of e-newletter, and what kind of offers do you have that entice visitors to sign up and get it? White papers, reports, price sheets, how-to’s, etc.. are great for lead generation, but you have to have a lead capture form for them to work, and it has to be very easy for them to find the offer.
In order for you site to become a lead generation tool, it needs to offer more places for people to submit information than a buried “contact us” form. Otherwise, it’s just a digital brochure.
Content Marketing and SEO: Content on your site is also important for online lead generation. Are you updating your site on a regular basis? Are you blogging, or posting relevant, interesting information? Are you targeting keywords and search queries that are being used when people are searching for what you offer?
Don’t forget that Lead Generation is not 100% digital
Where are you advertising offline? There are lots of options. Consider newspapers, magazines, journals, billboards, direct mail, phone books. Ask customers how they found out about you and demystify that earlier question: “Where do you get your leads?”
If your lead generation efforts and methods are not working, complete your audit and create a plan to fix it. The true guarantee is that if you do nothing, nothing will happen. And if you need help…
If these thoughts are helpful and you want to see more inbound marketing and social media tips and discussions, visit demandLEAP! This is our SEO and inbound marketing daughter company. The experts who work at demandLEAP are eager to help with and chat about integrated marketing and lead generation.