Growing up, we all heard the saying “don’t put all your eggs in one basket” and this lesson is reflected in the competitive hyper-saturated world of digital marketing. In digital marketing the aim is to use various channels to ease the process of research, evaluation and purchase of products for potential customers. Utilizing a multi-channel digital strategy increases exposure of brands and products online. Additionally it builds long term and sustainable credibility for your brand as well.
While there are various elements of a successful multi-channel lead generation strategy, we have listed the three most effective strategies to generate leads and the ways to implement them effectively.
While ‘liking’ our friends’ holiday pictures on Facebook and publishing tempting food pictures on Instagram can be fun, there’s also immense potential for businesses to use social media to generate leads and directly engage with customers.
Building a following is the first step to succeed in the world of social media. When content is shared by followers, Facebook’s algorithms automatically increase the organic reach, which means you are able to reach more people with a small budget. It is similar to the way relevant search ads lead to an improved quality score on Google AdWords.
The figure above shows the organic reach figures in light orange. As we share more daily content and people share that content, the organic reach keeps increasing. Monitoring when your audience is most likely to be online will also make a massive difference in your organic reach.
The next step is to regularly interact with your audience, the brands you most frequently interact with are more likely to appear in your newsfeed. Consider this when responding to comments and inquiries through your social media accounts. Audience interaction can lead to successful lead generation and conversions.
It is essential to make it easier for potential customers to find your landing page while using search engines. According to Adweek, 81% of shoppers conduct online research before buying anything.
An effective way of using search engine optimisation (SEO) for businesses is to pick a primary keyword and optimise a particular relevant landing page for that keyword. For example, use of the keyword in the title tells the search engine that the given landing page is relevant to the searched keyword, thereby improving the relevancy score.
However, the most sustainable way of remaining at the top of organic search results is to create excellent content that is genuinely useful for users. Use long tail keywords that include your primary keyword (e.g. ‘residential builders Auckland,’ ‘new home builders Auckland’). People searching with long tail keywords are closer to the point of purchase. Blogs are a great way to distribute content, which places you higher in the search results and gives useful and relevant information to customers.
A/B testing, also known as split testing, is a way of comparing two different versions of a similar advert, webpage or marketing email. Essentially A/B testing is experimenting. In terms of SEO, it’s about comparing two different versions of a webpage to determine which one performs better. The one with better conversion rates is the winner! You can test things like different images, wording/phrases, landing pages, call-to-actions, and button colours. By testing different landing pages you can increase the conversion rate of the page.
By leveraging multiple channels like social media, organic search and A/B testing, you can optimise your business performance using a variety of digital tools. To find out more ways to effectively implement the above digital marketing strategies and discover more ideas, check out the rest of the Pure SEO Blog.14 March 2017