The Internet makes the job of lead generation much easier than it once was. In the past sales teams relied on word of mouth referral and long painstaking research which led to cold calling and generally low conversion rates because of the difficulty in targeting the correct type of leads for a particular product or service. The reason for this is because profiling potential customers was limited in the information it could provide.
Here are five ways to market your business online and generate a constant stream of new leads while qualifying them as targeted and building a relationship with them before you ever meet them.
1. Social media Interaction
Social media sites like Facebook, Twitter, YouTube and LinkedIn, to mention a few allow you to set up a profile for yourself or your business or group. The value of this is that everybody who is using social media has a profile which they set up with their account. Because they have added their preferences to their profile we know a lot about them and can target friends or subscribers according to their likelihood of being interested in your business niche.
This is a powerful way of building an online presence and a brand which is laser targeted to your ideal customer. There are many ways of engaging with people and giving them value and the opportunity to get to know and trust you and your business. Build yourself as an authority by always giving value in the form of useful and interesting information relevant to your niche and not your business directly.
Put links on your profiles which allow people to visit your blog or free gift (lead capture page) but don't pitch your business directly. You may notice that some big brands are now using social media but rarely will you see them pitch an offer because they are there to build relationships and their brand through social interaction with no overt intention other than having fun.
2. Blogging
A blog is different from a website because a website shows what you do in terms of your product or service but it doesn't say much about you and usually it is not possible for your potential customer to connect with you directly. A blog is where you you can romance your customer by giving them information and perspectives on the benefits of what you are offering.
Using a blog we can accept feedback and gain insight into what customers want and expect in an informal and very informative way. Blogging is where we can really take relationships to the next level leading to visits to our official or sales site which have a much higher conversion rate.
3. Lead Capture Page
Every website should have a lead capture page which is simply a page with a form where a potential customer can fill in their name and e mail address in return for more information or even better an incentive of some sort, like a free gift or service. The people who opt in on a lead capture page are highly likely to be qualified leads that will make a purchase when you take the time to build a relationship with them.
You can also then market to them by means of email marketing. It is important to offer value upfront in any of these methods including e mail marketing. You might start off with giving useful information that people in your niche will be interested in and build up to offering your products or services on the backend. There are great software systems that make it possible to completely automate your lead capture page and all of the follow up communications.
4. Website design
When someone visits your website you have 8 seconds to make an impression or they are gone. If a potential customer has taken the time to find you either by searching Google or by coming in through social media or your blog, you need to capture their attention immediately. Generally one of the most important things to have is a professional looking site with your logo and branding fully visible.
It might sound obvious but most people are looking for contact details, so make sure they are immediately visible. You need to have clear information about what you do on the front page and especially the benefits a customer will get by doing business with you. A video is very useful and people respond well to seeing a physical and audio presence and also it holds peoples attention for longer. The Video shouldn't be more than 3 to 4 minutes long. Remember to have a lead capture box always above the fold and on every page if possible.
5. E zine (online magazine) Articles and Forums
Another way of becoming an authority is by writing about your niche. There are many e zines and directories online that cater for every niche and they accept articles on all of these niches. You can set up an account with any of these e zines usually free of charge. If you don't have the time or the writing talent there are many ways to create the content you require. There are professional article writers that you can find online and also there are sites where you can buy private label rights articles on every subject and niche.
By posting articles to e zines online you are also creating back links to your website or blog which are ranked accordingly by Google. Because many of the popular e zines are considered authority sites by Google you will also get free Google traffic to your blog or website using this method. Join online forums in your niche where people are talking about the kinds of thing that your product or service can provides a solution. Post threads and comment on other peoples threads. You will include your web or blog addresses on your profile and on your posted comments. This is laser targeted both to your target audience and to getting information on their needs.
You may say, I have a small business and I have enough to do already. How do I find the time to do all this? The fact is that you can outsource 100% of this work very effectively. In every area of marketing your business online or offline there are specialists who can show you what to do and how, and there are those who can actually physically do it for you.
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