Digital Marketing to Drive Lead Generation

Marketing has changed a lot since print, radio and television advertising were among the only options a company had to talk about its product. The digital revolution has opened up a wide array of channels for marketers to spread awareness of their brand, products and services.

Simply, digital marketing is any marketing effort that uses the internet as its primary platform. This includes search engines, social media and email among other channels. The main benefit of digital marketing is that businesses and other organizations, especially small and medium outfits, now have the ability to reach a much wider audience than they previously had access to.

Even for local advertising, a significant cost investment is needed for traditional marketing methods like television and newspaper ads. Now, anyone with a computer and a little knowledge has the ability to reach millions of people around the world.

For businesses who use marketing to generate leads for a sales or customer representative team, creating an effective lead generation strategy has to include digital platforms in today’s wired, and increasingly wireless, world.

What channels are available for digital marketing lead generation?

If you’re looking to create a multichannel digital lead generation strategy for your business, practice or organization, here is an overview of the primary columns that it can be built on.

Pay-per-click advertising

In pay-per-click-advertising, or PPC, marketers pay a website or a search engine to display a banner ad on their site. As the name implies, the advertiser will pay a small price each time a user clicks on the ad and is taken to a landing page. An effective PPC lead generation strategy requires knowledge of high-converting keywords, relevant sites for your category to advertise on and a high quality landing page that effectively converts clicks into leads.

Search engine optimization and content marketing

Search engine optimization, or SEO, is the practice of making your website friendlier to major search engines such as Google or Bing in order to rank as highly as possible on the search engine results pages, or SERPs. This in turn can drive higher volumes of organic traffic right to your lead-converting site without having to pay for advertising on any platform. One cornerstone of a solid SEO strategy is to create high quality content that is tailored to relevant keywords for your business. In particular, SEO marketers should try to target longer conversion-specific keywords in addition to more general keywords. For example, if you are running an online shoe store, your business should be targeting searches such as “When do shoes go on sale?” and not just “shoes.” Other ranking factors that affect your site’s SERP ranking include the age of your domain, inbound and outbound hyperlinks, site loading speed and the amount of duplicate content on your site. Content marketing pieces can also include a company blog, ebooks, white papers and any other useful relevant content that helps build your authority and brand.

Social media marketing

For many people today, social media platforms such as Facebook, Twitter and Instagram represent the entirety of the internet. Millions of people are spending countless hours each day on their newsfeeds and you need to be a part of it. In addition to the opportunity it brings for community engagement and outreach, social media also has the ability to generate leads both through organic posts to your website and through paid advertising. Savvy social media lead generators know how to leverage influencers with large followings and optimize posts against peak periods of traffic on the major platforms.

The digital marketing experts at Burg & Co. Marketing can help you generate leads

While businesses have access to more people than ever before, the digital marketplace is also more complex than it’s ever been. Lead generation is not just about volume, it’s about quality — and it takes expertise to make sure the right number of relevant and interested leads are coming to your team.

Burg & Co. Marketing offers a full suite of services, including PPC, SEO, content marketing and social media marketing. Our team of experienced digital marketing professionals can create a custom and individualized plan to help you:

Develop a keyword strategy for both SEO and PPC
Increase lead volume through targeted ad placement and increased SERP rankings
Increase lead conversion through custom landing pages and content designed to direct high-quality leads to your team