19 Apr Jonathan Cartu Imply: Transform Your Lead Generation Channels to Get Ready Post-C…
Without a doubt, the Covid-19 crisis has crippled businesses all over the world causing unprecedented loss of jobs in every sector. However, while the crisis has caused worldwide panic especially for businesses, the digital marketing sector might indeed take a great leap forward in these perilous times.
History has proven that major global events that have negative worldwide effects can indeed result in significant behavioral changes thereafter. COVID-19 is not an exception and with the “stay at home” policy, digital marketing is staring at an amazing window of opportunity during and post the coronavirus crisis. Due to the COVID 19 outbreak globally, billboards, newspapers and public events have no audiences since people are advised to remain indoors. On the other hand, there is an increased number of people online and for longer. In this respect, the chances of reaching audiences with Ads on social media and through content marketing blogs are very high which is a good opportunity for digital marketers. So how can digital marketers cease and maximize this prospect?
Now that we have seen just how the Covid-19 crisis has changed the world and businesses within a very short time, let’s take a look at 9 simple ways that digital marketers can enhance their online presence to attract the readily available audiences in different digital platforms.
The primary step towards a successful digital marketing strategy is to optimize your website. Optimizing your website basically is geared towards generating leads which can potentially result in a buying customer. So just how do you go about lead generation? In this post we will discuss some simple ways through which you can optimize your website for cutting-edge lead generation.
The process of generating leads includes potential clients visiting your website. On the website/blog post, you will have a Call-to-Action (CTA) button that will lead them to a landing page. The landing page will then provide a form for the client to fill in their contact information. If the form is filled and submitted successfully, the visitor will be redirected to a thank you page.
1. Add Web-Forms to the Pages That Get the Most Traffic
Scrutinize your pages to determine which ones are effective in lead generation. This will allow you to narrow down to the specific areas where most of your traffic is coming from. Some of the most common areas where your business might attract visitors include:
- Email Marketing: Links to your website that are attached to your marketing emails sent to your contacts.
- Social Media: traffic that comes directly marketing campaigns driven on your social media platforms.
- Live Chat: traffic drawn from customers interacting with your customer-care team mostly through a live-chat window.
- Blog Posts: a good blog post can also attract traffic if it captures the attention of an audience and when it has numerous shares online.
While the scrutiny is done, of course with the help of your analytics tool, you are now fully aware of the pages to look out for to enhance the possibility of generating leads. The next step will be to adjust the page to make sure that visitors landing on it is effectively and accurately upraised and natured to tame their interest. Here you want to adjust the most successful pages adding relevant content to keep your potential leads on your website. At this point, you can also provide detailed forms in the pursuit of their contact information.
2. Measure Each Lead Generator’s Performance
There are numerous tools that can help you in analyzing the performance of your lead generators to evaluate their individual contribution to your business. You can use Google Analytics’s goal funnel reports for that. Such tools are useful because they will give you a handy analysis of your lead generation sources especially your CTAs. In this regard it becomes easy for you to identify areas that need to be improved since your analytics tool will provide feedback on such areas.
In addition, with the feedback provided about your landing pages, it becomes easier to identify pages that are faring well and those that are not. In a nutshell, if a particular landing page is doing better than another, you can easily check the page that is doing well and see how it differs from the one that is not faring as well, and easily adjust it to improve its performance.
In addition, you can use internal data to gauge the number of visits on your landing page as well as the numbers on your CTA clicks and compare these numbers with your Thank-you page shares. This allows you to decide which offers are more likely to draw traffic and add more such offers.
3. Optimize Each Step of the Lead Generation Process
Visitors’ interests are vital in a lead generation which means you need to make sure that the offers you have created are relevant to the pages they are on. This will help to tame and nature the visitor’s interest. Landing pages help you to understand your visitors’’ conversion path which begins when a potential lead visits your website. The desirable outcome at the end of the conversion path is to have them fill out the form which sometimes might not be the case. However, even when the desired outcome is not achieved, you can still do more to optimize the conversion path in such circumstances.
When a conversion path is not resulting in a lead, you can try an A/B split test which means creating two different landing pages. This helps in identifying your most successful tactics in generating leads and it can include changing links to your landing page, as well as adjusting the questions in the forms to make them different. Such slight changes can go a long way in optimizing your lead generation process.
Nonetheless, an A/B test must consider the three main parts in lead generation. They include:
- The Call-to-Action: in this case you might need to have a contrasting color from the website’s theme color for your CTAs. There are tools that are readily available online that can help you in…