Here are several tips if you want to grow your online lead generation. You can’t be all things to all people. These days, your message and content must be highly relevant for leads to take notice. Aim to target specific market segments with different content initiatives, rather than taking a one-size-fits-all approach. You can create a web page template that lets you include testimonials at the bottom of various pages. This is more effective than having a dedicated testimonials page, as readers will see them more often and don’t have intentionally look for them to become aware of the reputation your company has among its customer base.
This sounds obvious but is often forgotten. It is always best to focus on quality rather than quantity, so that your sales force doesn’t waste time on unqualified leads. Do your research to ensure that you target businesses that have a high chance of buying your product or service. You can stream your activity into short-term, mid-term and long-term to create a rolling pipeline. You can also have a set of criteria to define who qualifies as a prospect and what must happen to move that prospect from one level to the next. Don’t forget to nurture your leads, educating your potential customers with relevant content to move them further down the sales funnel.
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Ensure that the content is the right type of content for the community that it’s presented to and the right place in the customer journey. Be cognizant of the many steps in your customer’s journey. Make sure that awareness content is used in social channels. Consideration type content can be used for paid targeted audience buys. Include a strong call to action. So much social media marketing and content marketing fails when the recipient of the message isn’t clear about what to do with it. Do you want a share? A site visit? Their contact information? A subscription to your page or channel? Spell it out.
Along with all of your amazing content, don’t forget to include video as part of your demand generation tactics. A very simple way to do this is to use the content that you already have. Do you have a new product that just launched? Include a video to give viewers a tour of your product. Amazon created a 48-second video introducing Alexa making a call using Echo Dot.