How Do I Get More Leads For My Business?
The business landscape across all sectors and industries is becoming increasingly competitive. But you didn’t need me to tell you that. Most business owners wake up wondering how they can get more leads for their business, it can cause a lot of stress especially for start-ups and businesses without a good solid marketing strategy.
Lead generation is an extremely cost-effective way to drive meaningful growth for your business, but only when your strategy is robust and working in ways that will allow you to achieve your core objectives.
Let’s look at some of the most important considerations when building a strong lead generation and conversion strategy in 2024.
The Importance of Quality v Quantity
While, yes, generally securing a larger quantity of leads is beneficial for business, ultimately, this strategy only works if those additional leads are of a high quality. There’s no point in creating leads that just aren’t relevant to your business, so it is important to really hone in on what you want your lead generation strategy to help you achieve.
Understanding How To Drive the Right Traffic
When it comes to driving the right traffic, search intent matters. If you have spoken to me personally you will know I bang on about search intent all the time.
You need to make sure that your content is aligned with the intent behind a search, which makes it much more likely that you will attract visitors to your website who are already actively searching for the information and/or products/services that you can provide.
It is also worth emphasising here that there are different types of traffic that can all drive positive outcomes, so it is important to understand the unique qualities of each segment and how to tailor your approach to secure the best possible outcomes.
– Organic Traffic
Organic lead generation is the process of securing more traffic without investing in sponsored or paid ads. When it comes to increasing your leads through organic traffic, your main objective should always be to provide genuine value to your audience, which will improve your trustworthiness in the eyes of your ideal audience and will ultimately translate into more conversions.
Securing a top position in relevant search engine results pages (SERPs) is key here, which will take time and dedication. However, I believe this is something well worth investing that time into because high quality organic content will help you to ensure that your search engine optimisation (SEO) strategy has a robust framework that will support future growth and development.
– Paid Traffic
Pay-per-click (PPC) advertising can be an excellent lead generation tool for your business, provided that, of course, each campaign has been properly configured and each ad conveys the right message to the right audience.
PPC ads essentially allow you to serve your ads to people who will be most receptive to your messaging. This strategy can help you boost your visibility on results pages for keywords that searchers with a high level of intent are utilising.
The best performing PPC ads have a number of specific qualities that help them to drive high quality leads, including strong headlines that contain your target keywords. It is also important to ensure that your message has an enticing offering, which is easy to understand and clearly sets out why potential customers should choose your business.
– Social Traffic
Social media is a powerful tool that continues to help businesses connect with their audience on a personal level. Your first task is to understand where your target audience prefer to spend their time online, as this will allow you to select the right social media platforms to utilise.
Now, every social media platform is a hugely competitive space, so you’re going to need to utilise some specific tactics in order to drive solid outcomes. One of the most powerful organic strategies is to launch lead magnet offers that your audience will find compelling, such as discount codes or access to a research report.
Many businesses will also find it beneficial to utilise targeted social media ads, as social platforms offer very precise targeting options that will allow you to serve specific ad messaging to a tailored audience outside of your current following.
Consistently sharing valuable content across your social platforms will also help you to nurture potential customers through building a sense of trust and providing the answers to key questions that will encourage passive followers to convert into loyal customers.
– Retargeting Traffic
Just because your messaging didn’t successfully convert a visitor the first time doesn’t mean that you should give up on that lead. In fact, retargeting strategies can be extremely effective tools for boosting your conversion rates over the long term.
A retargeting strategy will allow you to directly target those who have expressed an interest in what you have to offer. For example, if you want to target those who have previously downloaded your eBook, you might want to remind them of your value by promoting your webinar or offering them a 1-to-1 consultation.
Building a Conversion Optimisation Strategy That Works
It’s one thing to successfully secure more traffic but it’s another thing entirely to increase your conversions, which is what you really need to do if you are going to see revenue-boosting results over both the short and longer term.
One of the keys to elevating your conversion rates and thereby reducing your conversion costs is to consistently review and refine your user journey with data-driven decisions. Analysing your data can tell you so much about whether your strategies are driving the sorts of outcomes you really need to see. For example, your data may highlight that an ad with a high click-through rate is landing on a web page that just hasn’t been adequately optimised for the results you want to achieve.
Now, there could be a number of reasons for poor conversion rates in this instance. One of the most common mistakes I see is a failure to nurture those visitors who perhaps aren’t ready to convert in that moment, but who are likely to convert in the near future. If you aren’t providing calls-to-action that will allow you to capture the contact information of visitors who are ready to convert now AND visitors who can be nurtured in order to convert in the future, I’m absolutely certain that you’re missing out on some significant opportunities for growth.