“My website traffic is growing, but my business revenue is not” – does this sound like you?
Website traffic is great, but qualified leads, or direct sales (if you’re in ecommerce) are what really drive your business growth – the bottom line is, they’re essential to YOUR bottom line.
All businesses are beautifully unique, but the challenges they face are often similar:
- The sales team doesn’t receive enough leads/ opportunities.
- Leads received are of poor quality, or low value.
- Not enough revenue is being generated for business growth.
- The costs of marketing are high compared to the revenue it generates.
An expert lead generation strategy will help your business overcome these challenges, removing the roadblocks that stand in the way of your business objectives.
On top of that, a lead generation plan will help you weed out low-quality traffic and time wasters, so that you can focus on nurturing opportunities that provide real long term value to your business.
You can expect to see improved staff morale and performance, and better business efficiency.
It’s a win-win-win situation!
Download our Lead Generation Guide
How to turn your digital marketing into a direct lead generation machine.
So what does a lead generation strategy look like?
A lead generation strategy outlines the approach to attracting quality visitors to your website, generating leads or sales online, increasing the value of each opportunity, and turning them into paying customers.
Here are our top lead gen tips:
1. Know Thy-Audience
How well do you know your target audience?
The key to a strong lead generation strategy lies within the peculiarities and intricacies of your target audience and how well you understand them.
Before you even start thinking about media spend, channels and campaigns, get clarity around the following:
- Identify your customers.
- Identify their problems, needs, and solutions.
- Identify the steps people take before making an enquiry.
- Identify the information they need to go from a researcher to an interested prospect/customer.
- Identify hooks to help create urgency while facilitating an easier purchase commitment.
With a portfolio of projects, each with their own set of unique selling propositions and buyer demographics, Abel Projects WA needed to determine the exact type of target markets suited to each development. That way, they could understand their needs and how to offer value.
For each project, Living Online carried out a thorough market research process, drilling down to specific buyer demographics including motivations to buy or invest, product needs, location needs, researching processes, objections and desired solutions.
This allowed us to develop a buying cycle based on key response indicators to help us move people down the conversion funnel.
2. Attract the Right Visitors
Once you’re familiar with your audience’s challenges and needs, use them to craft messaging that attracts the right audience to your website.
Ideally, your messages should do the following:
- get people interested in your product or service.
- cover important details to help them want to learn more about your offering and make a decision.
For the messaging to be successful, create a content hierarchy for your brand and leverage your storytelling ability. Firstly, outline key message. Then ask yourself, where do they sit in the conversion funnel?
3. Guide Them Through The Funnel
Review your website to make sure that it includes the information that your target audience needs, and hooks for them to find out more.
Each audience should be represented on your website, with calls to action that speak directly to them – regardless of where they sit in the sales funnel.
By optimising the conversion points for your specific target audience, you will improve the quality of your leads and, in turn, your conversion rate.
If you own a novated lease company, create an online calculator where savings estimates are directly sent to a preferred email address.
If you’re selling apartments, have calls to action that speak to your investors – for example, a link to download a cash flow analysis report.
4. Multi-Channel Approach
Create a multi-channel marketing campaign based on the behavioural response indicators you’ve analysed in step (1).
Each online platform will lend itself to certain stages of the sales cycle. Channels to consider include:
- Top of the funnel:
- Social media: Run campaigns and ads on social media that provide a call to action, linking back to your website.
- Google & Microsoft Search Ads: Use general keywords to attract people who are in their initial research stage.
- Display and YouTube: These are great to create brand awareness with limited media spend.
- Blog: This can help you position your brand as industry leaders as well as boost your Organic Traffic and overall website rankings for key keywords.
- Bottom of the funnel:
- Retargeting Campaigns: these can be set on Social Media platforms as well as Google products (YouTube, Display, and even Search Ads).
- Email Marketing: Collect your leads in a segmented database and email them regularly to push them closer to becoming a customer.
West Coast Pet Care Centre
21% Revenue Increase Through Multi-Channel Digital Marketing Campaigns
5. Nurture Your Leads
Once you’ve collected an email address, make the most of it.
Segment your database based on your business’ audience makeup, and craft personalised messages for each. It’s important to keep front of mind with frequent and useful follow-ups.
Was a user interested in a floorplan of an apartment that’s about to start construction? Let them know about it!
Did someone leave an item in their cart for more than 24 hours? Send them a reminder.
Paradiso Property Development
201% Increase In High Quality Leads & 481% Increase In Conversion Rate
In a Nutshell
Lead generation is a vital component for the success of any business, and it’s heavily dependent on how well you know your target market and how well you optimise your message and conversion points to reflect this.
At Living Online, we have been mastering and fine-tuning the fine art of lead generation for many years, helping businesses impact their bottom line thanks to more sales and leads.
If you want to remove the drudgery of cold prospecting or costly advertising that isn’t working in your business and replace it with a proven system that attracts qualified customers and clients to do business with you, book a free consultation today!