To generate more leads, we will instead discuss the broader strategic approach that you need to take on some of the things to keep in mind across different traffic channels. Any business seeking to generate 100 leads per day will need a high converting website, i.e. one that efficiently converts traffic into leads, and they will also need a lot of traffic to their site.
- Choose the best PPC platform
- Landing page optimization
- Conversion tracking set up in Google Analytics
- Optimizing ads campaign
- SEO keyword research
- Remarketing and Retargeting
- Optimizing metadata
Choose the best PPC platform
Of course, the most important advertising product at Google is the search ads that appear at the top and bottom of the page when someone searches. This is great for intent-driven businesses. I need a carpenter, a personal trainer, and an accountant. Since this is a search-intent business, someone must want it. If your business is based on search, then Google search ads can be very beneficial.
If your business sells to specific audiences identified by their interests or behavioral characteristics, and it’s more of an impulse buy, like fitness clothing, then this works much better in display ads targeting specific audiences. Facebook is the preferred display ad network because it allows for precise targeting based on interests and behavior. Generally, we find that Google or Facebook are more profitable for businesses, and the choice comes down to whether the purchase is intended or not.
Landing page optimization
No, you can’t just optimize your landing page and expect tons of traffic. Landing page optimization is no longer a one-off. Because any page that gets a lot of traffic requires constant testing of calls to action, headings, words, copy, images, etc.
Conversion tracking set up in Google Analytics
When someone lands on your website you need to see in Google Analytics when they fill in your enquiry form or you ask to do so. Whatever you want people to do, whatever you need to know when they visit your site, Google Analytics is pretty basic.
Optimizing ads campaign
Your work is not done once your ads run. A great ad campaign is optimized. Adding Google or Facebook optimization is essential for a profitable campaign. Ad campaign optimization is critical to a successful campaign. Generally, the first thing you’ll look at with a Google ad campaign is search query reports. These are keyword lists that triggered your ads. If you’re driving a decent budget, you’ll be looking through these daily or every couple of days to see which phrases brought up your ads. Anything that’s not relevant to your business or isn’t converting, you’ll be adding to your negative keyword list. You’ll also be split-testing your ad copy on Facebook. Split testing copies, creating new variants, and experimenting with creative to see what works best will likely result in an immediate improvement in new cost per acquisition.
SEO keyword research
To generate leads using SEO, you must first conduct keyword research. We need to figure out how our potential customers find us. It’s vital to consider your customers’ language when they’re ready to buy something similar to what you sell. Again, this is one of those never-ending digital marketing tasks. There is no need to re-enter your keyword list. In order to find out what language our customers use when looking for us, we recommend talking to them constantly.
Remarketing and Retargeting
It is possible to remarket and retarget using the Google Display Network, which shows your ads on Google and AdSense-enabled sites, or the Facebook Display Network, which includes Facebook News Feeds and Instagram ads, or Facebook Retargeting, which shows your ads across Facebook’s ad platform. The choice between Google Display Network and Facebook ads isn’t as clear here, and you should consider your customer’s mindset when they buy from you. For example, if you’re selling something serious that people would buy at work, retargeting ads on Instagram might not be the best option. Because your customers aren’t in that mode when they scroll Instagram. So we want to think about the mindset of people when we want them to convert and show them remarketing retargeting ads.
Optimizing metadata
Title and meta description optimization Your page titles and meta descriptions are some of the most important SEO elements on your site. The meta description influences the likelihood of a click. Because if it doesn’t sound relevant or enticing, they’re less likely to click on it, and if they’re less likely to click on it, they’re less likely to become a lead for this business. But there’s a secondary benefit: if Google notices that a page gets more clicks than others over time, it’ll infer greater relevance, and that page’s ranking may improve. So your page titles and meta descriptions are vital.