In the online sales and marketing world, lead generation is a very important buzz word. You may already practice lead generation, however fully understanding it’s value is key. So, what is lead generation?
Lead generation is intermingling various strategies to attract the interest from a potential client, who is interested in your product or service, and then enticing them to request more information from your company. At BTD, we’ve discovered after years of experience, that the best results provided are by focusing on the following three primary lead generation strategies:
- Search Engine Optimization (SEO)
- Pay-Per-Click ads (PPC)
- E-mail marketing
We focus on these three primarily as we know that lead generation is imperative for the growth of your online business. With lead generation, you have caught the attention of a potential client and they are reaching out to you, letting you know they are interested and established themselves as a qualified lead before you or your sales team have invested any time.
This is why we focus on these three, as they provide the biggest return on investment (ROI).
Search Engine Optimization (SEO)
SEO is unpaid results, which means it’s an “organic” or “natural” way to increase the quantity and quality of traffic to your website through organic search engine results. There is no purchase of paid placement. However, there is no such thing as free SEO. The investment is in writing the content, the images, the videos, etc. Once it’s written, it’s revising to continually optimize the content. At BTD, we offer content writers, who research your products or services and your competition to help develop content that appeals to the average reader, yet written in a format that Google and other search engines like.
We tend to break SEO down into three categories:
E-Commerce SEO: Generating organic traffic and ranking as high as possible for your product pages or your online store. Along with landiing page
Holistic SEO: Having high quality content, a great user experience, and a secure site so you rank higher in the search engines.
Content Marketing: Using online materials, i.e. videos, blogs, social media posts, to drive interest in your product or services, as well as promote your brand.
Pay-Per-Click Ads (PPC)
Unlike SEO, PPC isn’t “free” and isn’t an organic lead. With PPC, you are paying Google to list ads for your products or services at the top of the page and on the right hand side of the search listings. Every time your ad is clicked, there is a fee, which is called a Cost Per Click (CPC).
If you choose to utilize PPC ads, our approach is strategizing with you to learn about your business, your products/services, your competitor’s and their sites, and all aspects of your business to develop a full PPC ad campaign within an established budget. From our research and your budget, we help identify keywords commonly used to search for products or services that your business offers and create quality ads to drive clients to featured pages based on the ad.
We tend to primarily focus on Google ads because they tend to have the best ROI due to the end-user being a motivated user and usually ready to make a decision. Based on our experience, we start with Google. Depending on your target audience and customer demographics, as well as your budget, we determine if it makes sense to mix up the PPC ads using other online marketing channels, such as YouTube, mobile apps, Google Ad Network, Bing, Facebook, Instagram, LinkedIn, etc.
One thing to note with Facebook, Instagram and other social media platforms that are considered business to customers, is that the ads are more for brand awareness and users aren’t searching for anything and may not even be in the market for buying. It’s a bit of a gamble, as you hope that when they need that service or product in the future, they remember the ad. The same could be said for LinkedIn, which is classified for more business to business interactions. Ultimately, these forums do not offer are the best ROI, if any. So, Google is our focus.