How to Choose the Best Digital Marketing Channels for Your Business
January 26, 2021
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Most business owners would love to attract more potential leads to their business. To do this, however, you need to be able to bring more people to your website and landing pages.
More people making their way to your site means more eyes on your offers, and more potential leads and customers. This seems pretty straight forward. However, it can often be hard for business owners to know where to start when attracting more people to their sites.
In this article I want to break down 5 simple strategies you can start using to attract more potential leads. You can start with one or aim to implement them all in some way. What matters is that you start prioritising them if you’re looking to generate more leads.
Social media is a great way to start driving traffic to your website because it’s free. You can easily jump on a platform that suits your business and start creating content for potential customers.
This means you need to think about what you’re posting. Think about what your target audience wants to engage with on different platforms, and try to post content that fits your brand.
Once you start building a following, you can drive traffic to different offers and lead magnets back on your website. Depending on the platform, you may have to get creative with how you do this.
A platform such as Facebook easily allows you to drop a link on a post. However, others like Instagram only allow for one link on your profile.
A key part to remember about using social media to drive traffic is that although it is free, it requires consistent work. You need to create a constant stream of engaging content to build up your audience.
Without an audience that follows your or engages with your content, you won’t have anyone who trusts you enough to visit your website and potentially become a lead.
Another great way to drive traffic is to use paid advertising. Although you’re paying to show your ad to a potential audience, you’re essentially speeding up the process of building attention to your offers.
Unlike social media, you are no longer building up your audience over time. Instead, you’re sending your offer or message to an audience.
This also brings up its own set of things to consider. You need to ensure you craft the right message and offer. You need to make sure you’re targeting the right people with that message. Finally, you also should be considering what visuals, artwork and copy you use to convey the message in an engaging way.
If any of these parts are weak, then your audience is less likely to click through to your landing page and become a lead. This also means the cost of your ads will likely rise as it will be most expensive for you to acquire a lead or customer.
A great strategy around paid advertising in the online space is your ability to target people at different stages of their customer journey. Not every person who engages with you is ready to buy, so you shouldn’t act like they are.
You may want to create ads to an audience who has never heard of you before. However, instead of running an offer to them you may run a piece of content first. This gets them engaging with you and becoming aware that your brand exists.
Then, you may run another ad with a potential offer or discount to that same audience after they’ve engaged with your content. This is called retargeting and can be effective because this audience now has some knowledge about your business. Because of this prior engagement with you, they’re now more likely to engage with your second ad and click through.
Remember to also constantly be testing your ads. If you aren’t running multiple variations of an ad, then you can never be sure that your ad is the most effective one you are putting out there.
If you’ve prioritised building an email database in your business, then you have a great place to start driving traffic to your offers. Email marketing is effective because you’re directly speaking to people who have previously engaged with your brand.
This means you aren’t having to introduce yourself. These people on your email list likely already have dealt with you before, and trust you enough that they’ve signed up to receive your emails.
This is valuable, so don’t disregard your ability to attract more potential leads and customers directly through email.
However, there are still limitations. For a lot of people, their email inbox is cluttered with marketing and sales messages from more brands than they can handle.
This means your email and message needs to stand out. It needs to be perceived as highly valuable. So valuable in fact, that they believe your email is worth offering.
The key is to consistently provide value in your emails that your database considers it worth opening when they receive it. You may do this in a few different ways.
You may provide the most helpful or insightful content for your audience. If your content is so helpful or interesting that they get some level of satisfaction out of engaging with it, then they will continue to come back.
Content is a valuable resource . It’s a way for you to build up your brand and establish your business as an authority in a particular industry.
Content marketing can also be incredibly valuable for attracting potential customers because most people are already searching for content online. People use the internet to consume content, and if you can create content that a particular group of people enjoy, you’re winning.
Content can be created in many formats from written word to video to audience. However, an easy way to start creating content is to write blog posts for your business or industry.
These content can live on your website and can be tailored around the area of products or services you sell. What this allows you to do is attract people who would potentially be looking for what you sell.
Additionally, you can tie in your products or services into the content you offer. If you’re a hardware store, you may create content that helps people learn how to fix up their squeaky door or put in a new backyard fence.
These are ideas that fit within the hardware space, and people who are looking for that type of content will also likely be searching for the tools to complete the job. So, you can position yourself as the spot to get those tools. Plus if you’ve helped them learn how to fix something, you’ve given them value that builds trust with your business.
Just make sure you include clear ‘calls to action’ throughout your content that guide people on what action you want them to take. This will help you attract more potential leads over the long run.
If you’re looking for more information on using content to drive traffic to your site, visit our post on Getting Started with Content Marketing.
Word-of-mouth marketing has been around forever. It’s the most powerful form of marketing because it evolves from the trust and connections we have with other people in our lives.
Building a strong word-of-mouth strategy into your company is important, and it really comes down to delighting your customers and providing them an outlet to express that.
Although you can’t always control what others are saying about your brand, you can influence how likely they are to share your business.
You may create incentive schemes for loyal customers who repeatedly buy from you. This can be done by setting up a program that measures how often someone buys from your business, and rewarding them at a certain point.
Or, you may opt to create excitement from spontaneous rewards. You can reward customers after a certain number of visits and offer them a free upgrade or incentive once they reach it. This surprise reward may just be so exciting and meaningful they feel like sharing it.
Another key strategy is to offer referral programs. Reward customers who are willing to bring in their friends and family to also purchase from you by offering them a discount or incentive for doing so. Make sure it’s valuable enough that your customers actually feel it’s worth putting their reputation on the line though.
A final idea to attract more potential leads is to find ways to urge your customers to share great feedback. Use follow up emails to ensure customers have had a great experience with your company, and ask them to leave a testimonial or review if they’ve really enjoyed your work.
If you’ve done an outstanding job they may even be willing to be part of a full-length case study about your results you achieved for them, or to film you a lengthy testimonial video.
Each of these ideas and strategies around word-of-mouth marketing are helping to broaden your audience. If more people hear about the great work you’re doing, it spreads to more potential customers.
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