Marketers say that inbound marketing follows four stages: attraction, conversion, the close, and delighting your customers.The good news for small businesses is that lead generation deals with the second stage since you’ve already engaged prospects at the lead generation stage, which is really about sparking even more interest and moving leads toward conversion. The thing to bear in mind is that each of the lead generation methods outlined below can be carriers for landing pages, promotional offers, forms and calls to action (i.e., four of the most popular ways of getting more info on your customers).
Finding out more about your leads can make your content marketing that much stronger.
Pay-per-click advertising campaigns, sometimes synonymously referred to as cost-per-click advertising, is an internet marketing method that entails an advertiser paying a publisher every time that an advertisement is clicked. Hence, the name pay-per-click advertising! Although search engine optimization is the next lead generation method that’s going to be discussed below, suffice it to say that pay-per-click advertising works in tandem with search engines like Google.
Google AdWords, for instance, is a pay-per-click advertising service curated by (you guessed it) Google that focuses on trending keywords and can really help your small business get noticed.
Search Engine Optimization
Search engine optimization is the process of ensuring that the maximum number of leads visit your website, which should ideally be responsive and load across devices.The end goal behind search engine optimization, though, is getting your website on the first page of search engine results; this is especially important for local customers. You can get a sense of the business model behind search engine optimization by noticing some of the terminology—you often hear about “earned” traffic.
This hints at the fact that internet marketing companies consider how strangers and leads are using search engines, and the keywords they’re typing, and the fact that search engine optimization is considered earned rather than paid media.
Email marketing campaigns are a combination of earned and owned media because they entail sending your own automated messages to groups of people linking back to your website, blog, and different multimedia content embedded in your email marketing campaign’s emails.Email marketing campaigns are great because they allow you to send different material to subscribers, leads, qualified leads and customers.
Blogs, social media posts, how-to guides and webinars are all valid content marketing strategies that can contribute to your lead generation.Blogs in particular are an extremely nuanced and useful way of delivering content to your leads and customers; actually, blogs work just as well for B2B small businesses. If someone, say, took an online survey then they’re essentially showing interest in your small business already. A follow-up blog post wouldn’t at all be uncalled for: It would most likely be welcomed and enhance your relationship with your customers! Blogging is even finding its way into franchise development and franchisors are using it to drive qualified leads by targeting predefined personas.
Social Media Marketing
When your small business uses social media marketing, you’re essentially taking to social media (Facebook, Twitter, Instagram, etc.) to promote your products and services.Social media marketing can be a combination of earned, owned and paid media, but for lead generation you should really encourage earned media through user-generated content. That increases interaction and allows your small business to focus on growth!
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