More than half of global marketers allocate a budget for lead generation. There are 3 major strategies that they use to generate leads. These are through email, events, and content marketing. Around 82% believed that content marketing is the most important tactic. But the major question is – how do you generate leads and inquiries online? Here’s how!
According to a social media agency Hong Kong, it only takes 6 hours daily to reap the benefits of lead generation in social media. Having a content calendar for Facebook, Instagram, LinkedIn, and Twitter can even shorten up the time. The process also includes tracking inbound leads from Google and YouTube. Below are some techniques every brand or business should use to generate leads and inquiries online.
Email Nurture Campaign
If you want to sustainably generate leads and inquiries online, an email nurture campaign can get you closer to making people say “maybe” and then “yes” to your products and services. They can also keep your brand on top of their minds.
There are 8 types of emails that you should include in your campaign.
- Welcome email to start a partnership.
- Dedicated email for one-time offers.
- Email newsletters for your brand’s updates.
- Promotional emails to recommend blog posts, discounted offerings, eBooks, webinars, etc.
- Re-engagement email to establish connection and goodwill among inactive followers or subscribers.
- Review requests from happy customers to build up user-generated content (UGC).
- Sponsorship email to display paid ads.
- Transactional emails to complete a customer’s action. These may include a welcome email after someone registered on your site, a thank you email after making a purchase, etc.
Some pro-tips for an email nurture campaign are to ask what you want your customers to feel, direct your customers to a clear call to action (CTA), and use templates to speed up delivery.
As the attention span of modern consumers dwindles, people no longer have the patience to read long blog posts. People are more likely to engage with a brand’s product or service if there is an explainer video on how it works and the benefits they give. Reports showed that 66% of people prefer short videos in learning more about products and services. Around 84% of them were convinced to make a purchase after watching.
To make explainer videos more effective, a video marketing agency Hong Kong recommends trying to keep them as short as 60 seconds. Putting a clear call to action in the middle of the roll results in the highest conversions. Brands and businesses should also repurpose and reuse videos creatively in different forms.
How-To Guides are outlines of a step-by-step process that someone has to follow to complete a task. They help earn repeat business and a sense of trust with your customers. Before creating how-to guides, search the web to see if they already exist. Duplicating content may be confusing to searchers. They can also affect the SEO of your website. Ensure that you use eye-catching designs that are easy to download and understand.
A landing page is a dedicated page on a website where customers touch down after clicking an email or paid ads. They are also designed to be SEO-friendly and to capture organic traffic. Thus, landing pages are all about conversions and destinations. To generate leads and inquiries through landing pages, here are the basic elements that it should include:
- An attention-grabbing headline
- At least 2 compelling CTAs positioned in a prominent space
- Compelling design through a combination of colors, fonts, and imagery
- Hyperlinks in the body copy for backlinking
- Subheadings for ease of reading
- Targeted contact forms
- White spaces to promote clear messaging
Long-Tail Search Queries
Long-tail search queries are great SEO tactics. They work both for text and voice searches. A digital marketing speaker Hong Kong defines them as keywords or key phrases of very specific searches among online users. They do not generate much traffic, but they usually have higher conversion rates. This is because the more targeted your content marketing is, the greater is the chance to find your desired customers. Long-tail keywords and key phrases tend to be problem-based. They offer solutions that customers are more likely to buy in the future. Some pro-tips to creating long-tail search queries are building trust through helpful and well-researched content, creating a blog post that responds to long-tail keyword searches, and showcasing the solutions offered by your products and services.
Social Media Competitions
There is no better way to increase brand loyalty, engagement, and followers on social media than running competitions or contests. They can also boost generating leads and inquiries online. Such promotions are aimed at the follower and target audience of a brand or business in social media. As they offer prestige and prizes, it is a great opportunity to capture helpful information from the participants. To drive leads, make sure you capture the data of entrants for future targeting. Keep the mechanics accurate and simple. Offer relevant prizes to further promote the branding of your niche.
The word webinar is a blend of two words – “web” and “seminar.” It means a virtual event discussing topics among a small group of online audiences. Hosting purchase-driven webinars can greatly help generate leads and inquiries online. As you educate your target audiences, they add value to your products and services. The key is to capture their data by including important contact details all throughout. Ensure that your slides are branded and make it easy for participants to ask questions.