According to Smart Insights, active social media users have passed the 3.8 billion mark with this number increasing by more than 9 percent (321 million new users) since April last year. This rapid increase in traffic through social media, paired with the increase caused by Covid-19, provides the perfect opportunity to improve your company’s understanding and success of lead generation through digital marketing.
Section 1: Utilising Keywords
In a time when management bollocks throw out phrases like ‘keyword’ constantly with varying meaning it is important to remember the impact and importance that keywords hold.
When someone searches a keyword, they are actively looking for content on that topic. You would be mad not to want your name at the top of the list!
“We believe that the single biggest opportunity to find buyers right now is Google. They’re searching for exactly what you’ve got, so the demand already exists; we just need to make the supply visible enough. Many marketplaces have done well in monopolising Google but there’s both plenty of space for others and it doesn’t require the earth to get there.” – Nick Truman
With an understanding of how this process works you can make changes so that your website or product is always at the top of the page.
When considering your keyword strategy take a moment to check the keywords that consumers are actively searching for rather than keywords that think your customer would use. To do this, why not try something like the free Google Keyword Planner. You’ll need to setup a Google Ads account to access it but don’t worry, you don’t need to start a paid campaign to use it.
To start, make a long list of phrases someone would search where your company would be relevant to them. Now put those phrases one by one into the keyword planner. You will be looking out for keywords that have high search volumes but are low on competition. To ensure maximum impact consider using longtail search terms (here we go with the jargon again!), or, to put that simply “lead generation through digital marketing” vs “lead generation”.
Section 2: Building Your Presence
Social Media has quickly become one of the most powerful tools around, be it for talking with friends, selling a product, or running a country (Cough Cough).
Social Media is an excellent channel for lead generation and digital marketing as well as being a tool for selling your product. Your social media profile will act as your brands identity to the outside world. It’s a great way of reaching people who have not worked with you in the past providing amazing opportunities as well as a certain degree of responsibility. Your company will need to maintain a healthy presence online so that you remain a relevant and interesting prospect. They will look to your social media, before your website in many cases, to get updates on current work and products.
These profiles will become your de facto portfolio, which will illustrate how you are doing as a company. It is advised that you provide plenty of your previous works or products so, if nothing more, your clients can see your track record and you can show off your talent as company to the world. However, make sure your opening gambit is shameless and eye grabbing, as the attention span of the average internet user rivals that of a goldfish. But don’t stop there, for successful lead generation through digital marketing, consider including a call to action (e.g. a link in your bio, a find out more button, etc.). Instagram allows for more than one image at a time so draw them in with a sparkly first image then provide a call to action.
Section 3: Spend Your Money Wisely
While a paid advertising campaign can bring real benefits, they are most effective when aligned with your keyword and social media strategy. In the same way you want your posts or web pages to appear top of Google you want your ads to appear for the right people.
You can set up PPC (pay per click) ads on platforms such as Google, LinkedIn, Facebook and Instagram. The trick to getting the best return on investment is to play around with the filters – we don’t mean the ones that make you look good in your selfies! You can select parameters to change who sees your ad. Each platform has different ones. You can also exclude people so you aren’t wasting ad spend on anyone that isn’t relevant to you.
On Google you can setup parameters that allow you to appear depending on what customers are searching for and where they are searching for it. To exclude people on here you setup what they call negative keywords. For example, you might want your ads to appear if someone searches for ‘Digital Property Marketing London’. But you may not want to appear if someone types in ‘Cheap’ or ‘Free’ in their search too. These people aren’t looking to spend money.
On social media platforms you setup your adverts to choose which types of users you do and do not want to appear in front of as opposed to using keywords. You can select all sorts of parameters from company name, job title, location, age and more. Keywords are still important though. Your ad copy needs to relevant to your audience. It needs to answer the issues that they would type in to Google if they were on there. You can even repeat your research to find out which hashtags are followed and which are not.
For both Google and social media platforms you can set daily budgets, monthly budgets, a maximum cost per click, the type of advert you want to run and more. Far more than we can mention in this post…
We’ve focused our article keyword on lead generation through digital marketing. If you read back through, you’ll see we mentioned it seven times so Google knows this article really is about lead generation through digital marketing and it’s not just a passing comment. That’s two mentions of lead generation through digital marketing just there… and now a third!
With these three tips in mind we can help you get up and running, or maintain, a healthy digital presence which gives you more time to focus on interesting projects and clients.