Online Lead Generation Techniques To Grow Your Business
By Kim Matheson of Web Design Online Services
I am going to reveal to you online lead generation techniques to grow your business using your Website for FREE!
# 1. Number of Websites On The Internet
In September 2014 the number of Websites on the Internet just about hit at 1 billion. Source Internet Live Stats.com
Can you imagine how many websites in your market and business space that are competing for the same business you are competing for?
# 2. The Challenges Facing Your Website
There are now several major challenges your website and business faces –
# Getting found.
# Massive competition.
# Google algorithum changes.
# Google penalty slap.
# Mobile and tablet website compliance.
# Website redundancy.
# Social media and digital marketing.
# Content creation and curation.
# Expensive pay per click advertising.
# Lack of website management and training.
# 3. Challenges facing the Business Owner
SME (Small and Medium Enterprises) make up the majority of financial commerce through out the world. SME businesses contribute the most to the economy in any Country. The number of employees of any enterprise will vary dependent of which category of SME they fall in.
Money needs to circulate within any community in order to keep businesses in business.
The challenges facing these businesses are:
# Business growth and expansion.
# Competition from larger corporations.
# Price wars and price cutting.
# Global competition.
# Cashflow problems.
# Debt recovery.
# Product and service development.
# Global financial market fluctuations.
# Effective business planning.
# Strategies for sustainability.
# Business exit strategy.
# Sourcing new clients.
So we can see that there are some significant challenges that Business owners face no matter what market your niche your business is in. So how then do we generate leads from your website?
# 5. Website Review
If your website was designed in 2012 or before then the first thing to do is get a comprehensive review of your website and it’s performance. And I hope that your Web Designer has installed Google Analytics on your website. The information within Google Analytics gives you an indepth review of your website performance over any given period of time. Google Analytics give a massive amount of information about your website, not just about the where your traffic is coming from. This information is your goal mine to getting down to the facts about what is going on at the back end of your website.
What information about our website are we looking for?
# How are people finding your business website? This is the acquisition process.
# Once people arrive at your website are they taking the desired action? That is to make a purchase, contact you, sign up to an optin form or access a specific piece of information.
# Is your business website converting? Is your website making a sale, are your website visitors contacting you? Are your website visitors completing an option form? This is ultimately what affects your cashflow, your bottom line.
If you do not measure the performance of your website how the heck are you going to know if it is working for your business? The whole of objective of having a website in the first place is not to simply post a business card on the Internet. Your website needs to be converting and generating income. Right?
This intelligence information is applicable if you have a local brick and mortar business or an ecommerce website that sells products and services online.
The key areas to work with in Google Analytics:
# Acquisition: This is how your website visitor found your business website.
Was it through a google search (organic), directly to your site (your website is book marked), through a paid advertising platform (Google Adwords, Bing Advertising or Social Media Paid Advertising) or through your Social Media Platforms (Facebook, Twitter, Linkedin, Pinterest, Instagram, Youtube etc).
Think of these as buckets:
I have to ask the question at the time your website was designed, did the Web Designer ask you a critical question? And that golden question is what is the goal of your website?
There is no point in slapping a Website up on the Internet if you have no goals set up so the effectiveness of the goals can be measured.
Google Analytics is an extremely powerful tool to tell you what and what is not working on your website.
In addition you should link your Google Analytics to your Webmaster tools. Their is a wealth of information inside Webmaster tools that can show you exactly what keywords your business website is ranking for.
Armed with the information from both Google Anaylics and Webmaster tools you have the power to make the changes and optimise your website to perform perfectly to generate new leads for your business. I would suggest that you sit down with your Web Design Company so you both understand what needs to be done. Again every tweak that you make must be backed by a goal to measure the desired outcome.
# Interaction with your website. This is what action did your website visitor take when they arrived at your website. What type of action result you desire from your website visitor will depend on what type of business you have.
You need to have a “Clear Call To Action” Tell your website visitor what to do. You may want any of the following actions:
# View a catalogue.
# Download a report.
# Get directions.
# Complete a contact form.
# Make a product purchase or engage a service.
# Make an appointment.
# Track an delivery item.
# Ring a sales consultant.
Each action you want from your website visitor to take needs to be backed with a goal conversion set up in Analytics so you can track the performance.
In particular pay attention to the pages where your website visitor leaves. Review these pages and make sure each page has a “Clear Call To Action”. Make the process easy for your website visitor. Be specific and tell them what you want them to do.
Ask yourself the question are my website pages serving and answering the query search term that help a visitor land on my website pages. If not it’s time to revisit those pages.
Are my website optimised for the correct keyword search term? This is another side of the “Search Engine Optimization” of those pages which needs to be addressed.
Your website is a critical tool that helps you grow your bottom line. Make you money. If your website is not helping your bottom line. It is a job that needs your immediate attention! As your business evolves so should your business website.
# Conversion: You must have a defined goal for your website and landing pages. And these goals needs to be tracked.
Your website conversions are the golden nuggets to generating revenue. And that should be the ultimate goal of your business website. Test and measure. Elimate what works and what doesn’t. Improve on the pages that convert the best.
Watch this video put together by Google to help you under Google Analytics a lot more.
# 6. Your Domain Name
Does the domain name of your website match the name you have registered for your business. As an example if your business is a Florist on the Sunshine Coast in Queensland. Then appropriate domain name for your website would be
“www.kimsfloristsunshinecoast” or “www.sunshinecoastflorists” or “cheapfloristssunshinecoast.
Where possible you want your domain name to be as short and memorable as possible. To the point the domain name should have your target keyword included.
# 7. SEO Website Optimization
Optimize your website and website pages for keywords.
If you are building a new website this is the best time to have this task completed. But if your site is old then you need to run an audit on your web pages. This will be a time consuming exercise but one that will greatly increase the number of leads your website will generate.
There are essentiallly 5 areas your websites need to be optimized with the correct keywords:
# Titles of the pages.
# Descriptions. This will substantially increase the click through rate in the search engines.
# Headings and content on the web pages.
# Images. The alt text needs to include keywords. Believe it or not images do show up in the search engines.
# Web pages url.
# 8. Content Creation
Digital marketing is all about content creation and curation. The best way to optimize your website to increase lead generation is through blogging. Google loves a website that is active, meaning putting our new information and resources.
Unfortunately nearly every small business website doesn’t have a blog, or if it does the blog is redundant (meaning no content has been created since the ice ages). Creating content is “King”. Remember what Google is, its a search engine. They are looking to provide an answer to a query search term that someone is looking for online.
You can drive a truck load of leads to your website by creating epic content. If you master content creation that is specifically designed to answer a search query someone will type into the search engines and you pop up on page 1 of Google, it’s like Harry Potter taking out Voldemort. And the end result is a load of free organic traffic to your website courtesy of Google.
Now getting on page 1 of Google doesn’t need to be the mission for your business. If your business is in a micro niche business then you have a greater chance and opportunity to rank your content for long tail keywords. And the beauty of “long tail keywords” is there is so much less competition and they are easy to rank for.
Here is how you conduct keyword research
Many people think that online lead generation for your business needs to just be about blogging, but that is not the case there are countless different ways to communicate your content through:
# Guides, Reports, Mindmaps, PDF documents.
# Product and Service Reviews.
# Podcasts and Webinars.
# Social sharing buttons on your website.
# Email marketing.
Actually if you step outside of the box and into Pandoras box you will discover there are so many ways you can create content for your business. Time you started thinking like a marketer!
# 9. Content Distribution.
Epic failure on the majority of small business owners is that for those of us that go to the extent of creating great content, we simply publish it to the Internet via our blogging platform and then forget about it. That is not how you market to generate leads for your business.
Here are examples of how you can distribute your content for free to get that traffic going to your website.
# Youtube – Create a video and submit to Youtube. Youtube is a search engine outside of google and there is a current race war going on between Youtube and Facebook.
Take the same video in it’s raw mp4 format and upload it to your Facebook business page, Twitter and LinkedIn.
Submit to free video directory listings outside of Youtube:
# Daily Motion.
# List Your Blog With:
= Search for Industry related blog sites and look for guest posting opportunities.
# Forums – Forums are an untapped traffic resource that small business owners don’t use to optimize for their content distribution.
All you need to do is a google search your “market + forums” and you will be amazed at the number of search results you will be presented with. Now the key to being successful with forum marketing is to be a contributer and giver.
Forums is a place where business owners can gather and network online, so they can help each other. There is a lot of “Q&A” which goes on in forums. Questions will be asked, and if you are smart you will have the answer to the questions.
You want to be researching forums that are active and not littered with spam links. The beauty of forum marketing is once approved by the Administrator of the forum, you are able to create an author box signature which allows you to have a link back to your website.
Forums are a great way to build your authority as a thought leader in your Industry or Market.
# LinkedIn Groups
Think of LinkedIn groups much like forums, same rules apply:
# Source LinkedIn Groups that are in your market.
# LinkedIn Groups need to be active.
# LinkedIn Groups is not littered with spam links.
# You will need to become active in the LinkedIn Group.
# The more you give to the LinkedIn Group, the more you receive back.
# Don’t be a spammer.
In a post at Kissmetrics by Shannon Byrne she shares the own and earn content strategy and it looks like this:
In another article over at Bufferapp.com an article written by Kevin Lee he provided details about the top 17 Content Distribution Tools they use in their online arsenal.
Neil Patel came up with a hum dinger with The 6 advanced strategies for Lead Generation
# 10. Paid Lead Generation
Paid lead generation is a resource that you want to incorporate into your lead generation strategy. But as stated this is a paid lead generation tactic so it’s going to cost you money.
Before you dive head first into paying for traffic that you want to convert into leads know where your target audience is hanging out online and choose the appropriate advertising platform accordingly.
Define the goal of your paid lead generation. What is the desired outcome for your business which we have covered in this article. What is the amount you are prepared to pay for a cpc (cost per click) and what medium are you going to use such as:
# Google adwords.
# Facebook advertising.
# Bing/Yahoo advertising.
# Twitter advertising.
# LinkedIn advertising.
# Instagram advertising.
# Pinterest advertising.
# 11. Landing Pages
For every product or service that you sell from your main website, there should be a separate landing page where you drive your traffic. Why? For the exact same reason we have continued to mentioned throughout this article. You need to identify which product and services that convert the best.
This gives you the opportunity to analyze and improve the products and services which are not converting.
Your landing pages serve a very different purpose to your main website. The purpose of your landing is to get your website visitor to take one specific action. The type of action as we mentioned at point 5 really depends on what type of business you are in, together with the specified goal. A landing page does not give your website visitor the opportunity to click around as they can on your website. Literally they are not able to navigate any on the landing page.
So there you have our free tips and advice on online lead generation techniques to grow your business. I know that it seems a lot to take in. But if you are serious about growing your business revenue and bottom line, then seriously consider is your website doing its job? If not then it is time to change all that and get the bloody thing working for your business.
After all you are in business to make a profit!
If you feel that I have left anything out or you have something to add. Please leave me a comment.
Have a wonderful day 🙂