Lead generation sounds like a dream if you can do it right: put yourself out there, let the internet work its magic, and leads will trickle right into your inbox. Well, it’s a little trickier than that – how can you collect high-quality leads that can be nurtured and converted?
There are countless ways to go about lead generation; in order to narrow down your strategy, you’ll first have to do some personal reflection and goal setting. Ask yourself these questions:
- Given the existing customer base, what are reasonable expectations for your lead generation campaign?
- Would you rather cast a wide net to achieve many general leads, or would you rather zone in on fewer, but higher-quality leads?
There’s no blanket answer for all businesses, but consider your current figures for customer retention, churn, and renewals. For example, if there isn’t a high ROI on your product, perhaps it’s not the best idea to spend marketing dollars on leads that aren’t guaranteed to convert.
A recent eMarketer survey listed the most effective lead generation tactics used by B2B and B2C marketing professionals. While the rankings different slightly for the two groups, these techniques made the list as the most successful lead generation ideas.
I caught up with Corey Post recently as he prepares for the upcoming Affiliate Summit East in Philadelphia. Corey is a speaker, writer and digital marketer with over a decade of experience working with companies from startup through IPO. He will be speaking on Contest Marketing and hosting an Ask the Experts table on User Generated Content. Don’t miss out on his presentation on Monday, August 19 at 4:40pm EST.
1) You’ve been a fan of ours for a while now! How did you use WRW and what were your favorite tools? Can you give us examples of how competitive intelligence helped inspire or saved you money on a campaign?
Since paid search is so expensive, I found it really helpful to find media buying opportunities, both by keyword and advertiser. I looked for areas where my competitors repeatedly ran ads. Or, even better, I found tangential, or space-related, traffic sources that were undervalued.
In the past few years, Google has shown a rather interesting pattern – one that involves damaging websites that build themselves on the wrong SEO and SEM tactics. The other incredibly popular pattern is their particular affinity for black and white animals. After its first algorithm update, back in 2011, Google Panda was joined by the Penguin. And with either development, the result was rather clear – the Internet noticed a certain ranking shake-down. Internet marketers that focused on gray/black-hat tactics had the most to lose, and the rest simply suffered due to their low quality content.
Nowadays, we’re witnessing a second update to the Google Penguin algorithm so what does that mean in terms of Link Building and SEM?
First off, Penguin is Panda’s more aggressive brother. Consider someone that is detail-oriented that can smash most ratings to the ground. But what are Internet marketers to do in this new era? Well, the focus has been shifted to non-static content. One of the best ways to create a non-static environment is to add a blog to your site. Posting at least once a week will create that fresh content click.
So what should you write about? You cannot expect bad content to work out, after all, with the Penguin and Panda you’ll see failure sooner than you think. Neither will hyperlinked content. This is where SEM becomes relevant – starting a larger, broader search engine marketing strategy – one that preferably does not focus solely on keywords will work. The first rule of the thumb will be to only post quality content or things you would want to read about. The second is taking care of the linking procedure – a certain diversity between links is desired. Backlinking to your own website that go on forever will end up doing more damage than good.