Welcome to Part #2 of our series on How to Generate Leads. In Part #1, we discussed techniques for improving the overall quality of your company website. But what good does that do if you don’t have any web traffic to your website?
For Part #2, we will look at how you can get more traffic AND more leads through Search Engine Marketing (SEM). As mentioned in Part 1, these articles are not a step-by-step guide on how to implement each strategy, but rather a high-level overview of strategies that have been proven to work. As always, we recommend working with professionals who can help you quickly create tangible results and revenue for your business without wasting time and money.
Paid Search: Google Adwords (PPC)
Using a paid search or pay per click (PPC) is one of the quickest ways to get targeted traffic to your website. Perform keyword research, evaluate your competition, determine a budget, select relevant keywords, and write the text for ads. PPC can be very effective, but it’s also somewhat complicated and expensive, which may not be sustainable for your business.
Google holds the majority share of all searches for most of the world. Get in on the action by using Google AdWords to drive active buyers right to a relevant landing page for your business. Other second tier options are Bing and Yahoo, but you'll likely find the best platform is Google Adwords due to their sheer dominance of all search engines and the PPC ad space.
Remarketing targets previous website visitors, and positions ads while they browse elsewhere around the internet. This can be an ingenious way to remind a specific buyer about their visit to your site, and why they should come back. Google and Facebook offers retargeting programs that have been proven to be extremely effective.
Social Media Advertising
Another excellent option for digital advertising is social media platforms like Facebook, LinkedIn, Instagram, and Twitter. As with all of these paid advertising channels, you can waste a lot of money and time if you don't have a thorough plan and have only limited experience.
Each platform offers different advertising options but simply put, they each provide a means to promote featured content to a very targeted group. The advantage of platforms like Facebook and LinkedIn is they offer very specific targeting tools (age, gender, location, job title, interests, company, etc.). However, this all depends on your business and ideal buyer. Your target audience must be active on the platform to reach them, so make sure you do your homework before jumping in and start small.
Think back to the journey a potential buyer should take on your website, and create landing pages to guide them through their research process to buy a product or service. This process varies depending on your business and buyer persona, so customize the experience: the pages for attending a webinar vs. downloading a checklist vs. purchasing a product should look very different. In most cases, targeted landing pages have proven to be much more effective at driving conversions than your homepage.
Read Up On SEO Basics
Spending some time learning the basics of Search Engine Optimization (SEO) is a great investment of your time. If you’re not sure where to begin, start with on-page SEO which can deliver a traffic increase relatively quickly. A website with informative, relevant, and meaningful content (not self-promotional) is an excellent way to convert visitors into leads. While learning about SEO, look into Metadata, especially the Title Tag and Description Tag. Both are taken from the code of your page and are used by Google to structure your appearance in a Google search result.
If you're trying to improve results from your marketing efforts, you'll benefit our newest checklist, 11 Must-Have Features for Industrial Websites.