What’s one goal most businesses want to achieve?
Get leads.
Leads are the lifeblood of any business.
Without leads, you can’t convert them into paying customers and delighted fans.
At Social Fox we’ve helped our clients turbo boost their lead generations and so we want to share some of our insights and proven strategies that can be used in any marketing campaign – be it social, email or content marketing.
1. Video Marketing
Since the world went into lockdown earlier this year, we’ve seen a rise in video conferencing as people transitioned to work from home. But that’s not all.
Videos have been touted as the future of digital marketing and many companies across industries have pushed the limits of their content strategies to accommodate video marketing for these simple reasons:
- Video marketing increases brand awareness by 70% as compared to just written content with static images.
- Videos are responsible for 51% more traffic to websites via streaming platforms like YouTube.
- 34% of sales have been made because someone has seen a compelling video ad or a tutorial with the brand’s products
You can see that videos, obviously, play a huge part in lead conversion and naturally improves SEO. Depending on your business and industry, you can create any of the following videos:
- Explainer videos or tutorials
- Short movies featuring your products and services
- Slideshows
- Demonstrations
- Q&As or interviews
Hot Tip: Consider taking the time to include subtitles in your videos to accommodate your target markets preferences.
2. Retargeting
Retarget marketing is an often overlooked lead generation strategy because not many people understand its benefits or how to implement it.
Retargeting is basically serving ads to people who have already visited your website previously (a day before or a few weeks prior). Usually used by e-commerce websites, this type of campaign can help marketers target those warmer prospects who have not yet converted or made a purchase decision.
Marketers who implement retarget marketing can usually expect to see some of the following benefits:
- 43% of consumers who were retargeted convert into buyers upon visiting the website by clicking an ad.
- A huge majority of marketing professionals say that retarget marketing has similar or better results as compared to other lead generation strategies (but it’s worth using a combination of them to have a more holistic plan).
- The CTR of a retargeting ad is 10 times more effective than a traditional display ad.
This type of lead conversion strategy serves as a helpful reminder to customers by keeping your business at the front of your customers’ minds. Trust us – it’s great help.
3. Landing Page Optimisation
Usually, when you want someone to give you their contact information, you create a dedicated and engaging landing page to capture it.
This is entirely different from your homepage – which entices your audience to navigate throughout your website. A landing page, on the other hand, is a campaign-specific page that has one sole purpose: to get details and increase conversion rates. There should be a clear call-to-action link or button, no social media links or other navigation links (you can add that in your ‘thank you’ page later). The goal is to use this page as a “squeeze point” to drive action – so the less distractions and options, the better.
As an example, let’s say you’re a medical facility in your area and you have a campaign about kidney health. Part of your campaign is to raise awareness about a specific diet for those with compromised kidneys and you want to capture their data. You create an e-book for kidney nutrition and in order for interested parties to access it, they have to provide their name, age, mobile number and email address.
This is called a lead generation page, commonly abbreviated to ‘lead gen’ page. For exchange of ‘free’ content, users give you their contact details. You can use these details for sales-related campaigns later – just make sure it’s clear to users that you will use their information for that purpose.
4. Gated Content
Similar to the previous point, gated content is an integral part of any lead generation strategy. These types of free or paid content is usually only accessible by answering a lead generation form.
You might think that, hey Social Fox, why should I bar my customers from accessing content? Won’t they be put off by having to give their contact information in exchange for an e-book or webinar?
Well, why would you freely give top-quality value to just about anyone? Let’s say you have an annual report about your industry that is highly important because of all the data and insight it provides. Would you give that away all willy-nilly? Wouldn’t it be better if someone who really needs it gives you something in return for that kind of information?
Gated content is helpful because of so many reasons, and not just to capture information. Here are some of the effects of having gated content on your website:
- It increases traffic to your website
- Improves your SEO
- Attracts high-quality visitors
Plan your lead generation campaign with the right gated content, and you’ll get your conversions.
At Social Fox we know our way around lead generation services in Australia. We help companies plan the right strategy to improve their site traffic, get the conversions they need and reach that next level. Take a look at our digital marketing services in Melbourne and beyond to help you get started.
