A Guide to Generating and Converting Leads Online

With digital marketing growing in leaps and bounds every year, business owners are never short of marketing opportunities. Complex algorithms and user friendly interfaces make it easier than ever to target a specific audience, test strategies and refine your marketing approach. Digital is powerful because it’s specific, measurable and affordable. So what’s the best way to use online marketing and advertising to bring users to your website and turn them into paying customers?

 The Power of Targeted Advertising

As a business with an online presence, you’ll need to focus on bringing qualified leads to your website and then convince them to hang around long enough to consider becoming a paying customer.

There are several ways to do this but two of the most effective methods are to use social media and Google AdWords to advertise your brand. The reason why advertising on these platforms is so effective is mostly due to their targeting capabilities. When you pay to advertise on social media or Google AdWords, you dramatically increase your chances of speaking to your exact target audience. So what are some of these targeting options?

AdWords Targeting Options

  • Keywords
  • Location
  • Device

AdWords even lets you retarget users who have already been to your website. Interested in finding out more about how retargeting works? Watch this video.

Social Media Targeting Options

  • Demographics
  • Interests
  • Accounts Followed
  • Location
  • Device

By making use of targeted advertising you can be certain that once a user lands on your website, they’re interested in what you have to offer. Now all you need to do is find a way to convert them into customers.

Using Emails to Draw in Potential Customers

Getting an online user to your website is seen as great progress in the digital world. While your website’s layout and design might be enough to keep them browsing for a while or even convince them to get in touch, you shouldn’t rely on this possibility alone.

Enter email marketing. You should know that email marketing is definitely not dead and that it still offers high ROI for business owners.

Companies using email marketing to nurture leads generate 50% more sales-ready leads and at 33% lower cost. And nurtured leads, on average, produce a 20% increase in sales opportunities compared to non-nurtured leads. (Hubspot)

Your website needs to offer visitors the chance to enter their email address upon entering or before leaving your site. If done tactfully, pop-ups are a great way to ask users to hand over their emails. You might however want to offer them something in return, such as a discount voucher or an ebook that they might find interesting. If you already send out weekly or monthly newsletters, ask them to sign up using a basic sign up form, which in turn will give you permission to email them about future offers.

Nurturing Leads Using Email Marketing

Now that you’ve gathered a number of emails for prospective clients, you need to keep your brand top of mind. There are two types of email campaigns that you can use to achieve this: Nurturing and Drip Campaigns.

What is a lead nurturing campaign?

Lead nurturing campaigns are sent out based on actions taken by a prospective client. For example, a prospect might have signed up to receive your newsletters. Once the first newsletter has been sent out, you can send them a 25% off discount voucher. If they use the voucher on their next visit to your website, you can send them an exclusive invite to a workshop you might be hosting.

What is a drip marketing campaign?

Drip marketing is when you help move prospective clients through the sales cycle by using automatic emails that are sent out at specific time intervals. This can be on a weekly or even a monthly basis. Your first email might be a welcome message and an overview of the company, while the next email might be to inform them about an upcoming sale a week later.

The main goal is to keep your business top of mind. If you’re just starting out and want to get going quickly, drip marketing might be the best option for you since it doesn’t require as much logic and analytics as a nurturing campaign.

As you can see, by having a well thought out digital strategy it’s easy to link your marketing activities and have them support each other for the most effective results.  Get in touch to find out who New Edge Design can help you with your online and email marketing strategies.

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