Lead Generation: Business Growth

Poor quality and inconsistent content are among the culprits behind a high bounce rate on your website. When prospects do not find solutions to the problems they may think your website may have, sadly, they leave the site, leaving your business with a lost opportunity. One of the marketing objectives is to have new, relevant content from time to time. Blogs and news pages are perhaps the most dynamic pages on any website. Actively post online to stay relevant!

Move the needle from awareness to action in the customer’s buying journey. Help educate your customer, help select the right or customized solution, and give offers to attract and close a deal. A lead magnet, such as a call-to-action on “Download your FREE report” based on research, trends, and success stories, is a powerful tool to get your prospects moving up the sales funnel. A lead magnet is a valuable offer that entices potential customers to provide their contact information in exchange for the offer. Ensure you have marketing material for every stage of the buying cycle to share with the prospect: webinars, White papers, Guides, and Blogs, to name a few.

Blogs or articles can also be scheduled according to the various buying stages, keeping a specific purpose in mind. Not all blogs need to be awareness-driven or informational in nature. Word of caution is to strategically place content across media channels consistently, not just overload content randomly for sales. Deliver content keeping the customer in mind.

Messaging is key. Take your time to get the messaging right. Your keywords can be part of your messaging. If you speak to the prospects in the language they understand and about the issues that you, as a company, help resolve, then your message will stand out. One of the best ways to arrive at key messages is to construct convincing, unique solutions for the customers. Sometimes, asking the right questions also aids in messaging.

Media Mix refers to the various marketing channels used to generate leads. It’s the combination of channels and platforms you use to reach your target audience. When the same message is floated across channels, it allows for familiarity and top-of-mind recall, enabling more engagement. Clarity on which channels to choose for generating leads – email, website, social media marketing, re-marketing, Seo are some options in digital marketing. By understanding your audience and their preferred channels, you can create a media mix that effectively reaches and engages potential leads. 

Marketing is not just one person or one agency work but is a collaborative work between the company and agency, marketing and sales, business owners and service providers. While an expert marketing agency can help you efficiently promote your products and services online, the company should actively follow up on the leads generated through marketing to customer acquisition. In the case of an e-commerce business, where a customer closes a transaction online after going through several steps in the sales funnel, there is an exception here. Before jumping into sales or lead generation:

• Understand goals.
• Select the proper marketing channels.
• Analyse needs at different stages of the buying cycle.
• Optimise content accordingly.

Your marketing success is the impact you make. The effect is measurable—click-through rates, email open rates, likes, shares, comments, page views, signups, downloads, and more. 

Marketing starts with business!