Sales teams are great at closing the deal. They know how to feel out a prospective client and what words to say to make them feel they are not just making a purchase, but investing in the future of their business. But while sales are spending valuable time working on nurturing and converting leads, where are they coming from?
Lead generation, by definition, is the action or process of identifying and cultivating potential customers for a business’s products or services. This is achieved by waking your target audience up to a problem and creating excitement around your products or services as the solution. Your digital marketing team has its own set of skills to make that happen.
Your website is one of the most important assets your business has to offer and is a lead generating machine, but if your website hasn’t been updated in years, you could be hidden from your target audience. Website design and user experience is consistently changing, so having a web strategy in place is vital and your marketing team should already be planning to bring everything up-to-date. And with mobile usage higher than ever having a site that is optimized for mobile devices like smartphones and tablets is a must.
Your website must be optimized for search engines like Google or Bing. Let’s face it, they control what users see. By being search engine optimized (SEO), your website will appear higher in the search results. Once your site is able to generate leads and bring in organic traffic that’s when user experience comes in to play. Users should experience an organic flow when visiting your website so that they ultimately find what they are looking for and convert.
A picture may be worth 1,000 words but having quality content is key to the success of your business’s site. Your marketing team can curate quality content containing relevant keywords that allow customers to naturally find your website. This is achieved through strong call-to-actions directing customers to fill out lead forms or request more information. Also, a robust library of resources, like blogs and whitepapers, will inform customers while they are researching their purchase. You know your product better than anyone, so why not educate them on the benefits and give them a sense of value. Lastly, if a customer isn’t at that point in their purchasing timeline, a simple automated email will suffice. This serves as a gentle reminder that your business is there for them with a product they could benefit from, whether it is now or down the road.
If we were to give your website a grade after it has been optimized and the content is fine-tuned to perfection, we would give it an “A”. But having Google Adwords would guarantee it being an “A+”. Your website may appear in the top search results naturally, but with Google Adwords, you will be at the top. That does not mean you can just pay for your website to be number 1, your marketing team will still need to create a solid website to increase your site’s quality score with Google. Google will then approve the ad and push it to the top which will ultimately drive lead generation for your company.
All of these setups are necessary for your company to begin to generate quality leads that will end up as closed sales. By optimizing your website, creating relevant content and with a little push from Google, customers will begin finding your website and products. Then you can leave it up to your top-tier sales team to seal the deal.
The Gravity Marketing team are experts in lead generation and have helped several organizations generate qualified leads and nurture their sales opportunities by using these strategic techniques. Contact Gravity Marketing today to find out what we propose to do to help your business and brand stand out from the crowd.