Corporate giants and well-known brands like Apple and Nike have deep pockets and invest huge amounts of money in web marketing.
While it’s hard for the average small to medium sized business to come anywhere close to matching this level of ad spend, there are some tactics which can help small businesses get their share of leads and sales on the internet.
The following are some lead generation methods which are easy to implement with the help of web marketing experts for a very low cost:
- Mixing Up Your Content
Insightful, valuable and actionable content is the key to achieving an influencer status in your niche. The result of this activity is to drive traffic and convert them to leads.
When creating content make sure it is easy to consume. Nobody wants to read chunks of content on a blog or webpage which is heavy on the eye.
Break down text into readable chunks and use short paragraphs and bullet points to draw a user’s attention to some of the main benefits.
Split the content into text, images and infographics to create a greater visual impact.
In a business-to-business market, users don’t want to have to read a long web page in order to understand what you’re trying to convey and an idea communicated visually through images, text and tables, makes it easy for viewers to absorb content.
Short explainer videos are another tactic which SEO experts in Sydney use to increase the time which visitors spend on their Sydney clients websites or landing pages.
Combining the written word with some really good content that encompasses infographics, videos, text and images will increase engagement levels and consequently generate more targeted leads.
- Online Advertising
The fastest way to drive targeted traffic to offers on your landing pages is through paid advertising or Pay-Per-Click (PPC).
In saying so, if you opt for the cheapest keyword you will not be able to drive qualified leads to your website, but exhaust your budget really quickly with a bunch of leads that aren’t qualified. Be careful of giving in to the temptation of choosing the cheapest keyword.
Take the time to use Google’s keyword tool to uncover keyword phrases and long-tail keywords which have a high search volume, and are still affordable.
Tip: Your online advertising efforts will go to waste, if you do not have a design that converts well. Take a look at these best converting shopify themes to understand how you should design your landing page.
- Podcasts and Webinars
Webinars and podcasts are two of the most effective ways to position yourself as an influencer. These are powerful mediums which allow you to showcase your knowledge as a problem solver. Of course, it’s not just about getting on to a podcast or webinar and beginning to talk.
You still need to have some structure to your talk and interact with your audience. While podcasts are not designed for two-way communication, you can still use the feedback from your listener’s comments and use these as topics for subsequent podcasts.
Webinars, on the other hand, provide an opportunity to hold your audience captive for about 60 to 90 minutes, at the conclusion of which, you can make a webinar special offer for a product or service.
You can also have a Q & A webinar to uncover objects which prospects have about buying your product or service. These can be used as topics for blog posts, infographics and podcasts.
- Free Content
Every time a prospect downloads information they have to provide you with their contact details which makes calling them afterwards a much simpler process. In this case, it’s more of a warm call.
Free downloads can be in the form of a checklist, white papers, case studies and free reports.
If you have video or audio content, you can repurpose these as a mini-course and offer it as a free download.
Free content should be easy to consume and practical. A prospect who takes action on the content and gets results will be a lot more inclined to trust you and become a client than one who chances upon your website or LinkedIn profile and initiates a conversation.
If you don’t have the time to create content, you can enlist the help of a web marketing agency in Sydney for assistance.
- YouTube Marketing
The way people consume content is changing and there has been a marked shift towards video, especially on Youtube where people are more engrossed and spending time online.
Business owners who watch YouTube videos are interested in learning a new and profitable strategy or technique. They either watch a “How to” video or want to watch an update from one of their favourite business personalities.
Video is the perfect medium for storytelling and can spark emotion better than other media since it relies on because it relies on different feelings and senses.
Once you prepare your content and produce the video, what’s really important is to optimise the video on YouTube.
Google cannot index what your video is about, so you need to have a three to four hundred word description in the description field okay so when you upload a YouTube video so that Google can index it.
- Online Forums and Social Media Groups
Almost every industry has a market specific online forum and let’s say you are a business enterprise in the residential property investment niche.
Look for an online forum in this area and see how you can add value by commenting, answering questions and adding valuable content on some of the trending topics which people are interested in.
You can repeat the process on social media as well, by joining Facebook and LinkedIn groups in your area of speciality.
Getting involved in the discussion groups is an easy way to position yourself as an influencer and generate leads. It’s more of a soft sell approach because you’re basically taking part in these discussions and not making people feel uncomfortable by trying to sell your products or services.
The more you interact, the greater the chances of being perceived as an influencer and the likelihood of prospects seeking to do business with you.
- Cross Promotion
If you’re servicing a local market, find a company in the same niche that sells complementary products or services, but is not competing with you and ask them if they are willing to link with you, so you can promote each other’s business.
To add even more value, offer to contribute to their blog by creating content for their blog posts, in exchange for a link to a page on your website.
Ensure the company you choose to cross-promote products with is reputable and has a professional website.
These are some important strategies SEO experts in Sydney and elsewhere use to generate targeted leads for businesses without incurring a huge outlay on advertising costs. Utilise these in your business, starting with the ones you find most easy to implement and soon you too will begin to generate qualified leads to grow your business.