Your business website is a potent tool for lead generation campaigns. Today, any business marketing strategy would require a website, whether it is B2B marketing or B2C. For B2B lead generation a website may not appear to be the ideal gateway but it can be made one. As consumers would search online for solutions to their problems, businesses too would look for the products and services they need.
Websites have become the most effective tool to promote, educate and influence prospects as well as being a great and easy way to showcase what you have to offer. But, that would only work if your website can be found. If no one gets to your website or comes across it, then it is just another redundant asset.
There are many ways you can work on your website lead generation campaigns. Here are some tips to help you perfect the strategy.
- SEO is not a myth, but it’s not simple. Your website should be optimized for all search engines (understandably everyone focuses on Google, but their dominance is being eroded by Social Media and change in the search engine market). You should target a range of keywords and aim to get your website should appear on the first page of search engine results when prospective buyers or enquirers are looking up for the products or services you offer. Search engine optimization will help you to be visible on online results and that would generate some traffic. Without online traffic, a website cannot be used for lead generation campaigns.
- Organic search engine optimization will not work in isolation. If you invest solely in search engine optimization, then you may have to wait a really long time before you see any rewards. More importantly, you may never get the desired results. A company has to invest in paid search engine marketing, such as pay per click advertising. Not only does this reap immediate rewards, it goes a long way to help test your SEO keywords.
- Online exposure and outreach are two foundation stones of website lead generation campaigns. Online exposure would be created with content. A company needs to have a content marketing strategy which will not only facilitate inbound marketing and thus traffic but it would also establish a company as an authority on the products or services that are being offered. Outreach can be attained by social media marketing and email marketing. Reaching out to a target audience, interacting with relevant groups on social media, targeting prospective leads with emails and following up on all would be essential in lead generation campaigns using the company website.
- Focus on conversions. Optimizing your website for keywords is one thing, but it’s just as important to focus on your website’s conversion strategy and conversion rates. When people visit your website, what do you get them to do to reach out to you? Contact forms, free downloads, newsletters and surveys are just some of the ways you can try to engage with your website visitors. In the end, there’s no point getting people to your website if they never come back or interact with you again. Picking the keywords and conversions tools that are the most successful to engage your visitors is the ultimate goal.