A little more than a generation ago, when businesses looked for way to generate revenue they advertised with the local Yellow Pages™ or local newspaper. From the consumers point of view, they used listings and newspaper ads to find local service providers. After making a few inquiries, they chose a vendor and the work was completed. Pretty simple, right?
Now with Internet marketing, the relationship between customers and businesses has changed dramatically. And that relationship continues to evolve at an extraordinary pace. Customers are more sophisticated and discerning. They use online tools to research, compare, purchase and post reviews of their experience. So finding a way to consistently generate revenue in the digital age is complex, and at times, perplexing. Savvy business owners realize that today’s marketing is a specialty craft. Few, however, have either the time or expertise to execute that strategy effectively to fill their sales funnel.
What is Lead Generation?
Lead generation is the first step in a online marketing strategy. Before you can win customers and make sales, you need to acquire leads or prospective buyers.
Beyond gathering business cards at a networking event, you can collect leads via visitors to your website. Over time you build a list that you nurture using e-newsletters, drip email marketing campaigns, white papers, speaking engagements, special events and limited-time offers.
How Are Leads Generated?
We’re glad you asked. If your website has little traffic, it’s evidence that you are nearly invisible online. There are two primary ways to increase your visibility: organically and through paid sources. Either way, Search Engine Optimization (SEO) is at the crux of lead generation. When website content is optimized for White Hat SEO, search engines like Google and Bing, deliver up your content as best matches to a potential customer’s as they type in keywords into a search box.
While pesticide and chemical free, organic SEO really refers to naturally occurring results because your content is keyword rich. Search engines look for relevancy and recency. So if you’re consistently posting content with keywords related to what your leads are searching on, then your website bubbles to the top of a Search Engine Results Page (SERP). Once clicked, the potential customer or lead lands on your site. A strategic Internet marketing partner’s job is to help you create content that is sufficiently compelling, thus keeping the prospect’s attention long enough to turn them into a solid lead. The Spectrum Group Online has a seamless hand off between strategic marketing and SEO-ready copy, making sure that your messages get you noticed online.
Search Engine Marketing
Also known as Pay-Per-Click (PPC), Search Engine Marketing (SEM) reaches your online target market through paid marketing campaigns. Using tactics like Google Adwords and Social Media ads (Facebook, LinkedIn), you pay for an advertisement to be presented on the SERP pages using specific keywords and budget parameters. SEM has the ability to generate click-through leads quickly. We focus on revenue generating strategies. That means we create landing pages to solidify that lead.
Our Promise to You
- Strategic Intelligence – Evaluate your online presence using data. Take a deep dive into your Analytics to find how well your SEO (content, links,) AdWords, and website are performing.
- Training & Implementation – Whether you want us to train you to do-it-yourself or have us implement for you, we’ll create a customized digital marketing plan based upon your revenue goals.
- Ethical Transparency – Managing your online assets can be complicated. Know exactly what’s involved and how to maximize your ROI.
photo credit top: Dean (leu)
photo credit body: masato OHTA