Almost every business, old or new, is in the market for new clientele. After all, that’s the intuitive point of business marketing.
With a million different things vying for your potential clients’ attention, how can you hone them into your business (i.e., market to them) and get them to solicit your services (i.e., lead generation)?
Luckily, even though the internet is vast and attention spans are ever-dwindling, there are several SEO tactics you can employ to grab potential clients’ attention and help ensure they cross the threshold from viewer to client.
What Is Lead Generation?
Before we jump in, let’s make sure this concept is clear.
Lead generation is the process a business or firm undergoes to, first, attract viewers’ attention then, second, push those viewers to reach out for services (or simply more information).
Once the viewer has become a business client, the lead generation process is complete – then your firm enters the client retention phase.
What Does Lead Generation Involve?
Essentially, lead generation can include any method under the sun for catching prospective clients’ attention then encouraging them to become a client.
As businesses move more digital, lead generation strategies have become more streamlined into web-based marketing models that include social media, blogging, content creation, advertising, email campaigns, and more.
Here, we’ll discuss how your firm can take lead generation to the next level using these same precise digital marketing methods.
How to Generate More Leads for Your Business Using SEO
1. Make Your Website Attractive to Potential Clients
One of the first priorities of any good lead generation strategy is an attractive website that uses a clean interface, clear and intuitive site navigation, and one that streamlines web page navigation so viewers can succinctly find the information they’re looking for.
Beyond the design, it’s also essential to host a website that’s mobile-friendly to attract an ever-increasing demographic of mobile users.
2. Promote Yourself on Social Media
We’ve said it before and we’ll say it again: Every business should be using social media nowadays. Even if social media doesn’t seem like it can attract new audiences and serve your business marketing strategy, trust us – it can and it will.
By using social media to post updates and backlinks to your web and blog pages, and engage with viewers through comments, you’re able to generate leads that would simply be lost if you were not using social media.
Additionally, you can encourage your web viewers to share things to their own social media accounts, which can translate to even more lead generation through social media “word-of-mouth.” This creates viewership from an even wider audience – namely, your clients’ friends and followers.
3. Regularly Update Your Firm Blog
Just like with social media, every business should host a blog and update it regularly.
By creating and curating a blog on your website, not only are you able to improve your site’s SEO by consistently adding high-quality content and authoritative information, but you’re also able to expand into a variety of keyword searches that goes beyond what your web pages are offering.
Furthermore, offering a blog on your site can help generate a strong connection between your firm and your site’s viewers, even before they reach out for information and potentially become a client. In fact, if your blog is done well (that is, it strikes a healthy balance between authority, trustworthiness, and helpfulness), it can become one of the single greatest lead generators on your site.
4. Boost Your Web Content
In line with web design, think outside the box when it comes to your website’s content.
And no, when we say content, we don’t just mean your firm blog.
By web content, we’re referring to images, video marketing, navigation tools, pop-up ads, internal and external linking, and more.
When potential clients browse your webpages, they should find exactly what they’re looking for – plus more. Your content and layout shouldn’t confuse or overwhelm audiences; rather, it should build both trust and curiosity.
5. Pursue Helpful Backlinks from Other Reliable Sites
As we’ve mentioned, include internal (within your site) and external (apart from your site) links to other valuable information and resources, which your readers can refer to as they ingest your content.
Stepping up your backlink game not only helps your prospective clients out by offering them various resources, it also helps boost your SEO by demonstrating credibility, citation of sources, and overall trustworthiness when citing reliable sources.
Moreover, search engines love healthy usage of backlinks. For this reason, incorporating more backlinks on your own site means more lead generation success.
But, how do you get other trustworthy sites to backlink to your own site? Here are two common tactics that you can employ:
1. Use the Comment Section
In any area of business, there are industry-leading sites that carry their fair share of authority and clout. An effective strategy for inserting backlinks directing back to your site from these sites themselves is to peruse the comment section on these sites’ blogs, create constructive comments, and insert links to your own site. While this process can be effective for generating backlinks, care should be taken to avoid too many backlinks being viewed as spam.
2. Offer Guest Posts
You or someone at your firm can offer up guest post services to be accepted by and published on leading sites’ blogs. By creating content and inserting backlinks to your own site, you can effectively help generate more backlinks to your site from reputable ones that receive heavy viewership traffic.
6. Take Advantage of Compelling CTAs
You should be featuring Calls-to-Action (or CTAs) on every web page and blog post on your site. These are tools that prod your readers to quickly and easily solicit more information or ask follow-up questions based on what they’ve just learned.
CTAs can function as an invaluable resource because they are a piece of the puzzle that directly demonstrates the whole point of lead generation: Providing something of interest to prospective clients, then getting them to reach out and take the next step to become a new client.
If you’re not including CTAs, then your web content simply can’t and won’t produce the lead generation results you’ve been hoping for.
7. Develop a Kick-Butt Landing Page
A landing page is any designated, stand-alone page that viewers are led to when clicking on an advertisement or link.
Landing pages are most effective when they’re simple and user-friendly. They should function as your contact page or should easily lead users to your site’s contact page.
Overcrowding your landing page won’t do your lead generation plan – or your prospective clients – any favors. Make sure that the design and navigation is intuitive and easy to read.
On your landing page, request viewers to submit a minimum amount of information, such as their name, phone number, email address, and reason for inquiry.
Then, use this information to contact them directly for further follow-up.
How to Retain Your Established Leads
Once you’ve generated business leads and start to grow your clientele, how can you then retain these same clients? Here are three effective strategies:
1. Engage in Email Campaigns
Email campaigns can be a useful client retention tactic because they allow you to keep your clients and other interested viewers up-to-date on firm announcements and awards, events, news, and more. It can also give existing clients a sense of loyalty and boost trust in your services and overall professionalism.
2. Develop Surveys
After clients have used your services, why not send them a quick survey regarding their experience?
Surveys can be especially powerful for two reasons:
- First, they give your clients a platform for voicing their opinions concerning the user experience – whether positive or negative. This is valuable data, as it can help your firm improve its services and adjust areas of weakness for the future.
- Second, they give clients a sense that you care about their opinion and want to provide your services to the best of your abilities. This simple step can set you apart from competitors who don’t seem so concerned.
3. Solicit Reviews
Whether it’s part of the survey process or not, soliciting reviews from clients is a great way to not only improve your site (you can add them to many different web pages), but also to build a stronger working relationship with clients.
If a client gives a positive review and permission to display it online, this could lead to stronger client loyalty when your services are needed again in the future.
Wondering How Your Firm Can Generate More Leads?
If you’re curious to learn more about lead generation through SEO or would like to see a boost in your lead figures, contact us today.
At Black Fin, we work with a variety of clients across many industries to develop stronger digital marketing plans, including generating more leads through SEO management, content marketing, pay-per-click advertising, email campaigns, social media marketing, and much more.
If you’re ready to experience an increase in web leads and watch your clientele grow, reach out to us today.