It’s never been more important for businesses, and marketers, to utilise multiple channels to maximise their lead online generation efforts. With 80% of purchase decisions starting online, it’s critical that your lead generation strategy, and your website, are optimised to attract visitors, turn visitors into leads, and ultimately customers.
A multi-channel lead strategy should utilise everything from blogs to email and social media, to funnel visitors to your website where they can research, evaluate and purchase. To be truly effective in creating leads for your business, your website will need great design and useful information, as well as clear calls-to-action, content offers with forms to capture leads.
So how can marketers bring this all together? In this article, we look at the key channels businesses can use to create a multi-channel lead strategy to generate more leads.
Blogging is a highly effective channel for lead generation. Through both organic search in search engines like Google, and sharing blog content across social media and email, blog articles drive traffic to your website.
According to HubSpot’s Benchmarks report, companies that blog 6-8 times per month double their lead volume. To maximise the impact of your blog strategy, every blog post should include links to landing pages within the copy of the post, as well as a prominent call-to-action at the end.
2. Email marketing
Many businesses think that email marketing should only be used to communicate with existing prospects and customers. However, email can be a great channel for new lead generation. Here are some ways you can use email to generate more new prospects.
- Focus on an opt-in strategy. If you’re buying email lists and spamming your prospects, no one will want to share your email with others. They will only want to unsubscribe! The first step to email lead generation is to make sure you have happy subscribers that enjoy receiving emails from you.
- Send people valuable offers. If you send really interesting or valued offers, whether it’s downloads, discounts or educational content, people will be more likely to share your emails with their friends or colleagues.
- Give people the tools to share. Don’t forget to add a ‘Forward to a Friend’ links or social media sharing buttons within each email so people are encouraged to pass it on.
3. Social media
Social media is a powerful channel that marketers can take advantage of to generate leads. Here are some tips for generating leads on social networks.
- Build a loyal following. Building a relationship with potential customers is a critical first step. Social media connections are really about people, not always company-to-individual. Get to know your audience online, communicate, share information and be generous. In order to generate leads, you need to have human interaction with others.
- Remember, social media is a dialogue. Companies that only use social media to blast out messages about themselves aren’t using social channels effectively. The goal is to interact with others and be helpful. When you share content on social media, don’t always post something that relates to your company. Share links to other interesting things you’ve found online. People will be very thankful you are noticing their work, too!
- Influence connections for content sharing. Publishing and sharing content that directs traffic to targeted landing pages is the single biggest lever to increase lead generation through social media. Share your content offers by posting links to landing pages, in addition to blog posts, discounts and other great resources.
4. Organic search
While promoting your offers across channels is crucial for lead generation, it’s also equally important to make it easy for people to find your landing pages through search engines. To do this, you need to apply search engine optimisation (SEO) best practices to your landing pages.
- Pick a primary keyword for each landing page and focus on optimising that page for that word. If you oversaturate a page with too many keywords, the page will lose its importance and authority because search engines won’t have a clear idea of what the page is about.
- Place your primary keywords in your headline and sub-headline. These areas of content have greater weight to search engines.
- Include the keywords in the body content but don’t use them out of context. Make sure they are relevant with the rest of your content.
- Include keywords in the file name of images (e.g. mykeyword.jpg) or use them in the ALT tag.
- Include the keywords in the page URL.
5. Use links and CTAs within content
Your content offers themselves are great channels for lead generation. Throughout your blog articles, social media, emails and web content, include links to other relevant and targeted content offers for potential customers. Not only will this increase your lead generation, but as people share your valuable content, other leads may discover the content offers too.
6. A/B testing
While this isn’t a channel as such, it is a great way to increase leads across all channels and tactics. A/B testing can be used in calls-to-action, landing pages, email marketing, advertising, and more.
According to HubSpot research, A/B testing landing pages and other assets can help you generate up to 40% more leads for your business. When done correctly, A/B testing can provide a huge competitive advantage for your company.
Generating leads online has the power to transform your marketing. Using a multi-channel lead generation strategy can reduce your cost-per-lead and deliver higher quality prospects to your sales team. The basics covered here are just the beginning. Continue to test and adjust each step of your inbound lead generation process to improve lead quality and increase revenue. Now go, put this into practice and become a multi-channel lead generation master!
Want to generate more leads? We're experts at multi-channel lead generation and can help you set-up a strategy to maximise your marketing efforts. Give b:content marketing a call today to find out how we can help your business.