Lead Generation

Lead generation is crucial for any online business. The more information a prospective customer gives you, the better and more specific your marketing can be. Here are some ways to try drive traffic

Search Engine Optimization (SEO) - SEO involves optimizing a website's content to ensure it is easily found by search engines. This can be done through providing page titles and meta descriptions that match what people are searching for, using keywords in a way that makes sense for search results, and making the site easy to navigate.

Social media sites such as Facebook and LinkedIn have become major sources of traffic. In fact, they now rival search as major sources of traffic. You can drive traffic to your site from social media sites by posting content to them or paying for ads that run on them.

Display ads come in many forms, including video, image, and text. These ads can be used to drive traffic to a website or blog, usually via pay-per-click (PPC) models. Online marketing may begin offline in the form of events such as conferences and meetups. These can be events that you attend as a guest, events that you sponsor, or events that you host yourself.

Once you’ve got visitors arriving, so next you need to turn them into leads. Online forms can be used to collect user information, which is then used to market a product or service to the user. Users are more likely to fill out an online form if it contains a lead magnet — something worth receiving in return for filling out the form. A lead magnet can be anything, including a free download, a coupon or discount, or even a free course.

Once a lead is generated, the marketing team will reach out to nurture the lead via marketing automation campaigns. These campaigns generally consist of email marketing campaigns to specific email lists and follow-up pieces of content used to educate and persuade prospects to eventually mature into sales leads.

After a lead has been nurtured, it is the sales team's responsibility to convert them into a sales qualified lead. After a salesperson has cultivated a lead and has educated them about the company and brought up the potential to buy, they can then turn them into a sales qualified lead.

Improving Your Lead Generation

Aside from driving more traffic to your site, there are many ways in which you can optimize your website in order to drive more leads which can be done by creating personas and providing content based on each persona. You should experiment with different types of content, call-to-actions (cta) and lead magnets just like any other business would do.

Beyond incentives, it is beneficial for businesses to collect as much information as possible about their leads. However, the more fields a form has, the lower the rate of lead submission. Try shortening your form fields and see if this improves your conversion rates.

There are many other aspects of a website that websites can optimize, from clearly directing visitors to the action they want to take and making it easy for them to find what they are looking for. An analytics platform can help an e-commerce store visualize how potential customers are moving around their site.

A/B Testing & Lead Generation

Testing allows you to test out different changes to your site. A/B testing allows you to test out different changes on your site. This way you'll have data-driven decisions rather than just going with your gut.

With A/B testing software such as Taplytics, you can easily test out different versions of your site to determine which performs best.

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