How to Use Online Marketing to Drive LeadsKaren Axelton
Is your small business’s website doing as well as it could be at generating Internet marketing leads? To ensure your lead generation marketing strategies are working for your business, it’s important to first understand what lead generation means.
Your local business may rank on the first page of Google search results for your business name, and that’s great. But that’s not helping generate leads. Leads are prospective new customers who need your product or service — not people who already know about your business. What types of marketing campaigns work to generate leads?
If your business is one that relies on a local clientele, such as a plumber, dentist, restaurant, retailer or professional service business, one smart approach to lead marketing is to claim your Google Map listing for your business. When you claim your Map listing, your business will show up in a map on the Google search results page.
For example, suppose you have a plumbing business in Jacksonville, Florida. Just claim your Google Map listing, and when prospective customers do an Internet search for a plumber in Jacksonville, your location will pop up on the map with a pinpoint, your address and your phone number, so they can visually see how close you are. Proximity is a huge motivating factor in which company a customer decides to contact, so this tactic can really help in lead generation marketing.
You can also improve your lead marketing by using proper search engine optimization (SEO). The copy on your site should use keywords that reflect what someone might type in the search bar when they’re looking for what you do. For example, if you own a shoe repair business, you might think shoes is your keyword. However, people who type in shoes are probably looking to buy shoes, not to get their shoes fixed. Instead, a shoe repair shop might want to use keywords such as broken shoe, fix shoe or shoe repair. Put yourself in a prospective customer shoes (no pun intended) and think, What question would they ask to which your business could be the answer?
Don’t have a business website yet? In the meantime, you can still claim your Google Map listing. You can also create a Facebook Business Page and use relevant keywords there. Better yet, look for a lead marketing solution that includes a lead site—a basic website with landing pages where your SEO can direct leads. If you know you need to be online, but aren’t sure how to get there, these types of marketing campaigns can give you the Web presence you need.
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Karen Axelton is Chief Content Officer of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses. Visit her company’s blog at SmallBizDaily.com.