What is the heart and soul of any business? At the end of the day, it is all about leads. Before a sale happens, it takes its form as a lead. All marketing activities—SEO, PPC, PR, and other important acronyms—operate to drive leads. The dilemma for the marketer is that as one lead generation channel grows in popularity and effectiveness, the cost for that lead increases. This results in a decrease in ROI. Below are four lesser-known lead generation tactics that could make a huge impact any organization’s bottom line.
1. Produce a Killer Content Library
Experts have been heralding content marketing for years. Every marketer knows that they need to jump on the”content advertising” bandwagon, but few are executing it correctly. Content marketing isn’t just slapping an infographic together and calling it a day. Now, more than ever, Google is penalizing “thin content.” Thin content is readily recognized. It is short in word count, but first and foremost it comes up short in supplying value.
Brands frequently publish blog articles, outside thought leadership content, native campaigns, and social websites to create leads and visibility, but expanding a material library to develop an array of diversified content that offers everything from free resources to bigger pieces like comprehensive reports, guides, or perhaps eBooks, can build a solid relationship with prospects that return repeatedly and offer extra info to improve focus on the ideal prospects. Wide and deep should be the new mantra. Be certain that the content has value for your target audience. Make that 400-word blog article into a 2,000-word (or more) detailed article with a great deal of screenshots, and watch the engagement soar.
2. Concentrate on Third-Party Listings from Organic Search
As Google has aggregated content, so have websites sprung up which aggregate more targeted articles. Consider sites such as Yelp, TripAdvisor, along with others that searchers consciously use to research purchase choices. As a news aggregation website, ~50% percent of inbound traffic for EcommerceDailyNews.com stems from natural search results.
Consumers that are on a mobile device generally make purchase decisions within 4-8 hours, while desktop users purchase within 24-72 hours, signaling more powerful buyer intent for mobile users. Knowing that mobile users move quickly and that SERP real estate is limited, business owners ought to pay attention to trends to boost the likelihood of earning highly qualified leads.
As consumers compare brands, the last decision is frequently made on a site with reviews and testimonials. Benefiting from review website profiles and client’s guide listings with direct generation features can help brands associate with highly qualified leads at their moment of need, increasing the probability of conversion.
3. Merge Killer Content With Third-Party Listings
Many review sites have a feature where the brand can react to a reviewer’s post. Most brands respond with impersonal boilerplate platitudes. Why not use this high visibility opportunity to provide high-quality content from your website? Content such as a quality buyer’s guides with learning tools customers can use to learn more about business product features, which products or services are the best fit for various needs, or even interactive tools to check whether a product has to be substituted are options.
Creating or identifying interactive content that can be leveraged to attain customers actively researching before a buy helps prospects identify the brand as the best fit for their needs, and collaborating with other websites offering these kinds of resources can help position the brand in spaces where customers actively investigate prior to purchasing.
4. Turn Clients Into Advocates
This lead generation tactic works especially well with software-as-a-service (SaaS) companies, because the lifetime value (LTV) of prospects and the greater cost per action (CPA) costs from additional paid marketing efforts means this free (or exceptionally low cost) way can be extremely valuable. 1 example would be to participate in a certification program that bestows stature or prominence to partners. This might be linked to compliance, security, or marketing training. Clients will naturally share the benefits if real value is added by the certification. The positive aspects can be further amplified by adding tools such as a certification seal or partner awards.
Though referral volume is typically reduced, the higher conversion rate is well worth looking into believing the lower volume of spend and minimal resources required to make referrals after a program is in place.
Client referrals are highly qualified due to the access potential clients need to testimonials and information sets from current clients. The relationship increases the likelihood to close because prospects can see that the marketing message aligns with what clients are experiencing, and also trust their colleagues to discuss quality resources to improve performance. Social tactics of engaging clients and connecting with and having clients showcase their relationship with a brand on their media properties or through case studies they could share with their audiences further strengthen credibility.