How to create leads online? There are several ways to create leads online.
The question is, which way is the best?
Generating leads online is a great way to increase sales and revenue.
But it’s not as easy as you think.
You need to know how to generate leads online in order to make your business successful.
In this article we will discuss:
Lead generation techniques work well:
While online marketing will continue to evolve, here are ten proven lead generation techniques that are working for professional services firms today.
1) SEARCH ENGINE OPTIMISATION
Many potential clients want to learn how to solve the challenges they face.
If a prospect is even remotely computer literate (and these days what executive doesn’t have a computer or a smartphone?) one of the first things they do is Google their question, problem or issue.
Search Engine Optimization (SEO) gives you the tools to match qualified clients with your online content.
And if you play your cards right, you’ll end up on their shortlist when they are looking to purchase services.
2) PAY PER CLICK ADVERTISING
Another proven way to get on your prospects’ radar is to buy your way onto search engine results pages for relevant keywords.
This technique gives you greater control over the keywords with which you want to be associated.
As the name implies you only pay when someone clicks on your link.
Many times, Pay-Per-Click (PPC) leads are of higher quality because the potential client is often searching for a specific solution.
In addition, PPC is completely trackable and typically less expensive than traditional print advertising. That’s an attractive combination.
3) LEAD GENERATING WEBSITE
Most professional services websites are not designed to generate leads.
As a matter of fact, many are almost “anti-lead generators.”
Jargon-filled, firm-centric websites abound in the professional services — and they are completely passive and unhelpful.
If visitors do not understand what you do or what problems you can solve for them, they will go elsewhere.
Contrast this with a lead generating website that is designed to make it easy for clients to understand your value proposition, download valuable information and request a proposal.
The impact on online lead generation can be dramatic.
4) SOCIAL MEDIA MARKETING
The essence of social media is not which platform you choose.
It’s the quality and reach of the networking you do.
While the style of interaction may vary greatly from Twitter to LinkedIn to Facebook, it is still about making the right connections with the right people.
Online networking can produce the reputation and referrals associated with traditional business networking.
Expect to get results in proportion to the level of your investment of time and attention.
5) WEBINARS
A webinar is the online equivalent of a seminar or other educational event.
The lead generating webinar is typically offered free of charge.
Because it requires registration, you can collect basic information on a session’s attendees.
Like its offline cousin, a webinar should be educational — not a thinly-veiled sales pitch.
The key to a successful webinar is to select topics that are of great interest and value to your ideal target client.
Over time, attendees come to trust your firm and will be likely to consider you when they have a relevant need.
6) INDUSTRY RESEARCH REPORTS
A proven online lead generating strategy is to offer executive summaries or full research reports on the industries you serve.
You benefit in two ways.
First, these documents are an excellent lead generator.
Second, they boost your credibility and strengthen you online brand. Be sure your research topics are of exceptional interest to your target client group.
In addition, these research studies can be an excellent vehicle for partnering with a trade association or a non-competing firm to reduce your marketing cost and increase your credibility.
7) VIDEO MARKETING
Video is everywhere today, and for good reason.
It is an ideal marketing medium for professional services firms.
Nothing builds credibility like a flagship client explaining how your firm solved their problem.
It’s almost like automating the referral process.
Video can be used to present your firm, explain complex services or introduce your team.
In each of these roles, video can play an important lead generating and lead nurturing function.
8) OFFER WHITE PAPERS OR E-BOOKS
One of the most common online lead generating techniques, white papers can establish credibility and generate qualified leads.
You can offer the white paper on your website (either available free or behind a registration screen), or you can distribute it through third-party services.
White papers also make great pay-per-click offers. A variation on the white paper is the e-book.
Typically longer than a white paper, it serves a similar function.
If your e-book goes into great depth on a subject, it can generate a great deal of buzz and establish your reputation.
9) E-NEWSLETTER
If your e-newsletter offers high-quality, educational content, you can generate a significant number of new leads when people sign up.
And your e-newsletter is a great way to nurture the existing leads on your list.
Many businesses also use e-newsletters to announce new services and make specific offers.
To build your subscriber list, offer a free e-newsletter subscription on your website or in your email signature block.
Just remember, the better your content, the more people will read it and remember you — and the less likely it will be deemed spam.
10) BLOGGING
We left blogging for last because of its unique role in online lead generation.
To be honest, blogs don’t generate a lot of direct leads.
But blogging is probably the most effective driver of leads to your website.
Because a blog allows you to create a wide range of keyword-laden content that can be found in search engines, it can draw a lot of qualified prospects to your website (this assumes that you host your blog on your website — which I strongly recommend).
You can further promote your blog posts on Twitter, LinkedIn and Facebook.
Without a blog, your SEO efforts will be handicapped.
These ten online lead generation techniques are just a few ways to get started.
There are many other techniques out there, but they all share one thing: They require some form of investment.
So if you want to start generating leads right now, then invest in yourself by getting educated about what works best for your business.
Once you know what works, you can start implementing those strategies immediately!
