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Exploring 3 Marketing Strategies for Lead Generation
Whether you own a consulting firm in Chicago or do custom shades and blinds in Naperville, lead gen is vital to helping you maintain a thriving business. If you don’t have a pipeline of prospects, it could lead to slow revenue months and impact your bottom line. While cold calling and other traditional forms of marketing may have worked in the past, there will always come a time when they aren’t enough.
We live in a digital age, where the average American spends roughly 6 hours and 58 minutes a day on the internet. In those seven hours, your company has an opportunity to enhance brand awareness, improve brand loyalty, and build connections with a prospective audience.
We’re here to introduce you to three digital marketing strategies you can use for lead gen.
Here are the top three lead generation strategies your current approach is missing:
Search Engine Marketing
Search engine marketing is a paid ad strategy for search engines. It uses a Pay-Per-Click model, so you only pay for the clicks you receive on your ads. This is a cost-effective alternative to other digital advertising models and can yield a high return. With PPC ads, you can expand your reach to new markets and remarket to your current customers. This will ensure your brand’s products, services, and offerings are always top of mind with your target audience.
There are many ways search engine marketing can complement your lead generation initatives. Here how:
Enhance Your Local Presence
If you own a small business and provide products and services to a specific community, you’ll want to tailor your content and fine-tune your targeting approach to align with these locations. For example, if you want to grow brand awareness in cities like Chicago, you can adjust your targeting approach to these local markets. This will help you maximize the efficiency of your campaigns and ensure only the individuals who can use your products or services are seeing your ads.
Increase Conversion Rates With Custom Landing Pages
The landing pages you use for your advertising should align with the user’s search intent and have a simple, straightforward user experience. You should use clear CTAs and information that aligns with your customer’s needs to help you maximize your lead gen initiatives and increase your conversion rates.
First Step In Lead Nurturing
Once you’ve improved your targeting and optimized your landing pages, you’ll start to generate leads. Search engine marketing is the first step in the funnel. Once these leads come in, you’ll want to continue to nurture the leads with email marketing, sales follow-ups, and other digital marketing initiatives. This is the best way to improve the ROI of your search engine marketing strategy and continue to push customers through the sales funnel.
Paid Social Media
Consumers spend a ton of time on social media. In fact, it’s expected the average social media user spends an average of 2 hours and 25 minutes a day scrolling on their timeline, watching videos, and more on different social media platforms. These few hours provide opportunities for businesses.
When deciding to incorporate paid social media into your advertising campaign, there are a few things you’ll want to consider:
Choose a Platform
Every platform has a suite of different advertising tools and opportunities. When deciding which platforms to put your budget behind, it’s best to consider your audience, content, and purpose. This will help you maximize your budget and only prioritize platforms in your social media advertising strategy that will deliver results.
Consider Your Audience
You’ll want to meet your target audience where they spend most of their time. For example, if you own a B2B SaaS company in Chicago, conversation ads on LinkedIn may be a great option. However, if you own a small boutique in Los Angeles, Instagram or TikTok will likely yield better results. When you understand your audience, you can build a results-driven paid social media strategy that helps you bring in new leads.
You’ll want to develop content that resonates with your audience. You can’t just choose a stock image and hope that it works. Instead, take some time to conduct competitor research and develop content you’d actually want to put your budget behind. Whether it’s a carousel on Instagram with user-generated content or video ads on TikTok. These content types have an authentic feel that’s more compelling to customers than text-based content or stock photos.
Video content creation is in demand and shows no sign of slowing down anytime soon. In fact, over 84% of marketers believe video content has helped with their lead gen initiatives. Video advertising is one of the most dynamic ways to show off your products and services while increasing brand awareness. It’s a form of visual storytelling that can help you build brand loyalty and develop connections with your target audience.
While video advertising may come at a higher price point and take more time to develop, it also has a higher ROI and CTR. A recent study done by Saamto found that the average CTA for video ads is 7.5 times higher than for display ads. Adjusting your content to be more visual can yield high results that complement your lead gen initiatives and help you continue filling the pipeline. When deciding to incorporate video content creation into your strategy, you’ll want to try to:
- Keep it Short, Sweet, and Effective: Get your messaging across quickly and efficiently. Most people have a short attention span. So, you only have roughly 10-20 seconds to get your point across.
- Focus on Visual Storytelling: Use the video content to connect with your target audience, tell them about your brand, and build a stronger relationship with them.
- Include a CTA: Whether you send them to a landing page or invite them to book a demo. The CTA should be clear and concise.
Take Your Digital Marketing Strategies To The Next Level With MACLYN
At MACLYN, our team is devoted to helping small businesses fine-tune their approach to marketing and develop compelling lead gen strategies that deliver results. With our team of paid media and video content creation experts on your side, you can continue to grow your online presence and develop a strategy that works for you and your target audience.
Contact us today to learn more about our digital marketing and creative services.
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