One of the most challenging aspects of running any business is marketing. And one of the hardest things to achieve in marketing is generating new leads. Forbes recently published an article that included snippets from Ashley Walsh, Vice President of Marketing at Formstack, about some of the best ways to generate new leads:
- Create great content. “People are typically first attracted to your site through a valuable piece of content. What’s more, content marketing costs 62% less than traditional marketing and generates three times as many leads,” Walsh explained. This means that people are more interested in quality over quantity. Another thing to keep in mind is the specific target audience. Once that’s been pinpointed, create content tailored to what that audience is looking for. Personalize it so they feel that the product or service in the ad has been customized for them.
- Distribute content with purpose. Don’t be accidental or heavy-handed when deciding what marketing content goes where. “For starters, it’s a good idea to do some behind-the-scenes work on search engine marketing (SEM) and search engine optimization (SEO). According to Formstack’s state of lead capture report, organic website traffic is the top source of high-quality leads for marketers,” Walsh stated.
- Make things mobile-friendly. We all know of at least one site containing forms that are easier to fill out on a computer than on a smartphone. The issue with this is that smartphones are often how consumers view the internet world during their daily lives and on the go. So if a form or a website isn’t mobile-friendly or visually pleasing on a phone, there’s a good chance that potential leads will be turned off by that.
- Track the data. “To become an expert digital marketer, you need to understand that the job is never ‘done’. Refine. Refine. Refine. Always track the performance of your content and web pages with Google Analytics or other tools,” Walsh suggested. Having clear metrics that can be used to assess what’s going right and what’s going wrong can make it easier to see what needs adjusting along the way. This helps ensure that marketing dollars are being spent in the most effective way possible.