ryan adams - Wednesday, July 21, 2010
Your ultimate success in driving new leads online involves so many potential components that it can be overwhelming. You need a product or service to promote, customers to want what you have, and consistent/targeted web traffic to generate new leads and sales. Losing control of one of these elements will greatly affect them all. The best way to tackle your online marketing is to focus on each area independently and equally.
Web traffic is something you want to increase, but you want the people who visit your site to be extremely targeted. A plumber obviously does not need a general remodeling lead, and either does an Orthodontist need a general dental lead. Both businesses need a very specific lead to generate a potential sale (the plumber needs someone from a search like “broken water pipe repair, Chicago, IL” – and the Orthodontist needs someone from a search like “invisible braces, Portland, ME.” Not only do they need a very specific lead, but they need the prospect to be local. Both can be accomplished with internet marketing.
There are a number of effective and cost efficient methods for obtaining online marketing leads. A well structured PPC campaign, search engine optimization, social media marketing, and article marketing can bring in consistent traffic if targeted correctly. You can also use email marketing to re-market to prospects who have opted in – create a great offer, something of value you can give away to get the person’s name and email address (your list can become a huge asset for your business). The prospect might not be ready to do something today, but as you cultivate that lead over time via email marketing and building trust, you can greatly increase your prospect/sales ratio.
The key is to keep your focus on the word "targeted". If you sell baby jogging strollers you don't want visitors arriving to your site if they have no children and are looking to purchase a mountain bike. Tailor all of your online ads and emails to speak directly to your audience. Appearing in the search results and grabbing the prospects attention, and getting them to click-through to your site, is only half the battle. Make sure you have planned out exactly how you are going to get them to take action once they are on the site and capture that quality lead or sale.
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