As technology evolves, so do the tools we use to achieve our business tasks. This subsequently changes our tactics and the way digital marketing reaches consumers. However, 65% of businesses still say generating traffic and leads is their greatest marketing challenge.
Although it is tough to plan for how the world may change and which routes to take, here are some current lead generation strategies that you’ll find success with, in 2019:
Search Engine Optimization
Although you may have optimized your website when you built it, search engines are constantly changing algorithms. In fact, Google makes small tweaks on a daily basis. That means if you want to stay on top of the game, you have to consistently update your SEO (search engine optimization).
A SERP (search engine results page) analysis is the quickest way to see which keywords are currently trending for your industry. Then you can update your content with these current words and thus “optimize” your site. This will draw in more leads as you’ll rank higher on search engine pages.
Online Reputation Management
Thought leadership helps to create your digital footprint and establish an online reputation. The more value and education you create for your audience, the more loyal they will be to your brand. Different strategies for marketing will go in and out of fashion but when you become an “expert” in your industry, people will always remember you as a resource.
Being seen as an authority on a topic invites people in. They trust what you have to say is well-researched with high-quality content. From e-books to white papers, this is another creative way to collect data and generate leads. It provides something useful to people at no cost.
Interact and Engage
In addition to developing content that is valuable, you must also engage with your audience. This is particularly important if you have a complaint. Letting negative feedback sit on a site will have an impact on your lead generation in that channel.
Chatbots are a great way to bridge the gap in conversation so you never miss a beat. They can immediately answer a complaint and buy a business time to personally respond. Marketing automation drives engagement by making people feel like they are being heard.
If you are conversational and help solve problems, eventually you will draw advocates to your business. Brand advocates are typically return customers that will spur word-of-mouth marketing. In other words, they like your stuff so much they’re telling all of their friends and family. Probably posting it to their social media feeds too.
That’s important because 92% of people trust recommendations from friends and family over any other type of ads. Additionally, 74% of consumers identify word of mouth as a key influencer in their purchasing decisions. That means advocates are your people and are prime players in your lead generation strategies.
Influencer marketing is another approach to lead generation. This involves finding people in your industry that already have a big following and having them advertise your brand on their digital feeds. The cost for this is typically directly proportional to their following. Some influencers are happy with free product or service while others require a contract and monetary compensation. However, they are key people to have for organic marketing.
This typically entails fixing what is broken. If you are running a lead gen campaign with little to no results, it’s time to switch things up. Sometimes simply changing the title of a post or the subject line of an email can draw more people in.
Split-run testing (also called A/B testing) is how modern marketers decipher what type of content their audience truly wants. People are unpredictable so this can be more about trial and error, but if you are patient, this is the path to the greatest success.
Effective lead generation strategies may depend on your industry, but there are certain methods that always drive traffic and return on investment. In 2019, it’s about keeping your brand authentic, understanding your audience, and helping to solve their problems. This will ultimately establish your business with thought leadership and a loyal following.