How To Generate Quality Leads For Your Business

Is your business struggling to attract the right customers? Are you unsure which online channels will produce the most bang for your marketing buck?

The number one question business owners, sales execs, and enterprise marketers ask us is, “How do I generate leads online?”  It’s a good question. Sometimes online marketing feels like you’re talking to no one. But that isn’t the case. 

Consistent, digital marketing tactics through online channels achieve the following results:

  • Boost rankings in organic search
  • Improve visibility and brand reputation
  • Grow and focus your email lists
  • Generate quality inbound leads

With the right online marketing strategies and tactics, your business will see an increase in lead generation. Your pipeline will allow you to choose your ideal clients instead of your clients choosing you.

Table of Contents

How does my business get noticed online?

Before we get into the nuts and bolts of getting noticed online, let’s discuss why digital marketing is important to your lead generation tactics.

Before someone searches for a product or solution, they try to understand their problem better. The first thing most people do is visit their trusty friend, Google. They type something like, “How do I generate more leads for my product webinars?” A world of possibilities opens up to them. They’re presented with articles, videos, and infographics, and they glimpse how other people are solving the same problem.

But, if you aren’t creating consistent content, getting ranked, and showing off your expertise, you won’t show up in that individual’s search results. You’re essentially opting out of their shortlist of solutions.

To get noticed online, you need to be there. And, by “there” we mean where your prospect lives online. The rule of seven explains that it takes someone seven times to see your business and brand before they will even remember your name. Today, many marketers say it takes double that to be recognized. 

There are a variety of ways to get seen online by your ideal clients:

  • Content marketing (including blogs, videos, and podcasts)
  • Consistent branding and messaging 
  • Social media marketing
  • Paid media and advertising
  • Email marketing

But first, you need to understand how to incorporate all of these marketing tools into an integrated strategy.

Why businesses need to take an integrated approach to lead generation

Lead generation is not a one-size-fits-all affair. It takes an integrated marketing campaign to be successful. An integrated marketing campaign builds a unified experience for your audience. It pulls content marketing, advertising, sales, social media, email marketing, and media relations toward a single goal. 

Cohesion is the objective. 

No matter how many marketing strategies and tactics you use, you want your brand and your offer to be clear and consistent across all channels. Why? Because consistency builds trust. When people encounter your messaging across multiple channels, they move from knowing you to trusting you to liking you.   

Every impactful lead generation campaign should be multi-channel and integrated to be effective. Your buyer profile will give you a clear idea of who your customer is and how they spend their time online. This profile equips you with the insights to create a more targeted campaign that performs better. So it’s worth working with an expert to create one.

But a buyer profile is not foolproof. People are still people. Some prefer Twitter over LinkedIn or articles over videos. An integrated marketing campaign accounts for these differences by using multiple types of media (e.g. videos, articles, infographics, podcasts) and channels (e.g. social media, digital ads, email, blogs, traditional media.) 

When a customer or prospect sees consistent messaging through multiple content types and various channels, they know what to expect and begin to trust you. They go through a journey that builds the “Know, Trust, Like” factor for your brand.

Know

First, they get to know you. Maybe a follower liked your post, and it showed up in their feed. The person clicked and read your article. It was a great article, so they followed you on social media. That’s great news, but they don’t trust you yet. 

Trust

Now, that person has been reading your emails. They’ve started following your social accounts and listening to a few podcasts where your brand’s mentioned. They’ve identified you as a source of worthwhile information and they’ve shifted from encountering your brand to seeking out your brand for information. This happened organically because you placed yourself where they spend time, you delivered an on-brand message, and your offer and value proposition were always the same. You’ve demonstrated that you’re a reliable source. Now, they trust you. 

Like

The final factor is like. Does your brand resonate with this person? Does your offer appeal to them? Just because they have seen you, trust you, and know what you’re talking about, doesn’t mean that they like you. This is where strategic branding comes into play. 

Know Trust Like

From the beginning, your messaging, brand personality, visuals, and everything in between need to appeal to your ideal customer. You can learn more about this in the section on Branding & Messaging.

Inbound Marketing Tactics for Lead Generation

Robocalls and pop-up advertisements interrupt. They irritate. And that is the last thing you want your brand to be. These interruptive and irritating mediums are examples of outbound marketing. 

Inbound marketing is the opposite. It’s being there when the customer needs you.

They have a problem. They go to Google to find an answer. They find your content. Your content solves it. As a result, they come directly to you for future problems. 

Content marketing, email nurturing, social media, targeted advertising, and authority marketing are inbound and aim to educate and solve problems.

Inbound Lead Generation System

  1. Attract: A visitor finds your website via an article, video, social media post, email, or other marketing channels.
  2. Convert: A visitor clicks on your CTA, where you offer a content upgrade. This CTA button or link takes them to a landing page with a form to convert (expect 1% to 4% of visitors to convert).
  3. Close: You add the newly converted lead to a nurture email marketing campaign and begin scoring them. With most marketing automation platforms, you can automate the process of increasing or decreasing a lead’s score based on their interactions with you. You can add points each time someone clicks a link in one of your emails, or deduct points if someone hasn’t visited your site in a while. This ensures you’re only forwarding qualified leads to the sales team.

Content Marketing

At the center of an effective inbound marketing strategy is content. Content marketing drives SEO, email marketing, social media, and brand messaging. Remember: Inbound marketing is about positioning your brand as helpful to your target audience, so they seek you out for answers and eventually become customers. 

You want your ideal customers to find you through a quick Google search. If they aren’t, it’s because of a lack of content. At Aimtal, we create educational and impactful content in the form of guides, eBooks, blog posts, videos and more for our clients.

Content Marketing Institute: “Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.” 

Types of Content Marketing

There are different types of content. Video content, visual content, written content, social media content, and email content are just a few examples. But when you’re developing your content, the most important classification is whether it is traffic-generating content or lead-generating.

Traffic-generating content typically drives visitors to your site and helps your brand build awareness. 

Lead-generating content helps your brand convert views and visitors into potential customers. It is valuable enough that a visitor is willing to exchange their email or other contact information to access it. 

When creating and distributing lead-generating content, don’t think about it as a single asset. Think about it as part of the larger, integrated marketing campaign. Your lead-generating content needs to work in conjunction with content clusters and social media. It also needs a ready-to-go nurture campaign that follows visitors from their initial interaction with the content to their conversion.

Traffic-Generating Content

Lead-Generating Content

This type of content usually drives visitors to your site and helps your brand build awareness.

This type of content usually generates leads and helps your brand convert visitors into potential customers. Visitors exchange their contact details for access.

  • Blogs

  • Customer Profiles

  • Case Studies

  • Testimonials

  • Live Streams

  • YouTube Videos

  • Social Media Posts

  • Infographics

  • Influencer Partnerships

  • eBooks

  • Whitepapers

  • Guides

  • Research Reports

  • Webinars

  • Template/swipe Files

  • PDF Download Of An Article

  • Cheatsheets

  • List of Resources

  • Challenges

  • Formulas

  • Trials

  • Free eCourses

  • Email Courses

Find more on our blog:

Branding & Messaging

Branding and messaging are often misunderstood. Frequently, when people think of branding, they think of a logo, colors, and maybe a tagline. But, branding and messaging is your entire brand personality. 

What to consider when building your brand:

  • How you speak to your audience
  • Your tone and word choice
  • The imagery you use throughout your integrated marketing
  • Your unique value proposition
  • A solid understanding of your audience
  • Your brand story – if your business were a superhero, what would its origin story be?

Your branding and messaging strategy are what make you unique. There may be hundreds of companies that do what you do, but it’s your brand that sets you apart from the competition. 

Empathy in Branding

At Aimtal, taking an empathetic approach to branding and messaging is the priority. Empathetic messaging means that you focus intensely on your customer.

  • What makes them tick?
  • What keeps them up at night?
  • What are their goals?

Empathetic BrandingWe research and analyze our client’s audience and build a content strategy and lead generation campaign around them. Each client gets a completely customized plan that meets the needs of their customer.

We believe that the reason for our success in campaign strategy and management stems from the intrinsic need to know our client’s audience inside and out. 

Social Media Marketing

Content Marketing is only king with a proper distribution plan. 

Social media is a crucial element in distributing your content to a new audience. But it isn’t as easy as you’d think. The mass usage of social media gives the impression that it is a quick win. 

A strategy needs to be put in place to be successful. 

  • Set SMART social media goals such as increasing channel traffic to your website by 50% or increasing LinkedIn engagement by 25%. 
  • Use your content strategy research for the:
    • Target audience research
    • Competitive analysis
    • Branding and messaging guidelines
    • Key content topic clusters
  • Engage with your audience and identify accounts with which to partner
  • Optimize your profile to generate leads with a strategic call to action

When it comes to generating leads from social media, engagement rules. Automating social media without engaging with your comments or audience will get you nowhere. Lead generation happens from facilitating community within your comments, getting to know prospects on their preferred social media platform, and responding to direct messages.

Paid Media and Digital Advertising

Paid Media and advertising provides a quick boost of traffic to your site. If done correctly, you can convert those fleeting clicks into subscribers.

It’s easy to begin running ads on social media or Google’s Smart Campaigns. This ease creates the illusion that your ad’s success will be easy, too. Unfortunately, this isn’t the case. It takes a skilled hand to build and manage advertising campaigns that get results.

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Even with a small budget, you can generate great results – so long as you have the right management. The difference between ads that convert and ads that fail is excellent copy, imagery, offer, and targeting. When you target a particular audience, you can ensure your copy, imagery, and offer resonates with that audience.

Paid placements mean that every click to your site costs money. Because of this, you want to track results weekly. Set up pixel tracking to gain in-depth insights into the actions taken on your ad. If you aren’t getting the results you want, a simple change can make all the difference. 

SMART goals are critical to a successful paid media or digital advertising campaign. A few examples of SMART goals are:

  • Increase traffic to the website by 15% after 3 months with a Google Ads spend of $1,200
  • Increase purchases of our carry-on suitcase line by 40% after 5 months with a Facebook and Instagram ads spend of $2,500

Aimtal excels at building and managing advertising campaigns. Learn more here.

Email Marketing

Email Marketing is a vital part of a lead generation campaign. It is the step that warms up a subscriber and moves them through the funnel to become a sales qualified lead (SQL). Once a prospect is a SQL, they are ready for a discovery call, product demo, or sales call – the last step before becoming a customer.

Email Nurturing Campaign

A nurture campaign is based on behaviors or actions that a visitor takes with your marketing tactics. For example, if a prospect downloads a guide on Instagram, they would be added to a specific list that says they’re interested in social media marketing. From there, they would begin receiving nurture emails about social media marketing. Throughout the series, you’ll want to teach them new strategies and tactics as well as introduce your business and paid offers.

How do you set-up an email nurture campaign?

  1. Write a series of 2-3 emails that educate, enlighten, and inform about a specific topic.
  2. Create an active list that automatically adds anyone who downloads a specific lead gen or content upgrade.
  3. Use a marketing automation platform like Hubspot or ActiveCampaign to build a workflow of emails that are automatically sent in specific intervals to that active list.
  4. Track your lead’s progress through scoring. For example, an opened email gives the lead 1 point, and a clicked link gives them 5 points.
  5. Run your nurture campaign and re-evaluate quarterly. Are your analytics showing you email #2 is performing poorly? Make a tweak and A/B test.

How to Generate Leads through Online Marketing

Lead generation is the lifeblood of any business, and it’s easier than you think. With an integrated marketing campaign, lead generation becomes A) targeted, so you get the RIGHT leads for your business and offer, and B) automated by systemizing your lead generation process.
Learn more about how Aimtal can build and manage your online lead generation, making it easier than ever to fill your pipeline.