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The Correlation and Impact of SEO on Lead Generation



The Correlation and Impact of SEO on Lead Generation

Lead generation isn’t easy by any means, and it’s one of the most challenging aspects of marketing that businesses face online. It may not be a major challenge getting followers or views on social media, but driving traffic to your site and turning visitors into potential customers is another game entirely. How do you optimize your site to not just fulfill a viewer’s immediate need but collect their info? It takes more than the power of persuasion to make a visitor a lead.

Strong lead generation requires a dynamic SEO strategy designed to meet your current needs and help you acquire enough customers to help your business grow. Sustainability and growth have to be handled parallel; if you try to prioritize them together, one always suffers. SEO allows you to satisfy returning customers while gradually attracting new ones as well. In addition, search engine optimization for lead generation also helps you build brand awareness.

What Is Lead Generation?

Potential customers are leads that you follow and target to convert into paying customers. Those who land on your site aren’t automatically guaranteed to become a customer. The process of converting another viewer into a customer is called the buyer’s journey, and it occurs through a personalized sales funnel that you develop.

The sales funnel addresses the various questions that arise as people move toward a purchase and can enter at any stage, and you need to have a firm grasp on how each one differs in order to provide the most relevant, effective content. When you have a good sales funnel, you’ll know what your leads are thinking at every stage. Are they just looking for general information, or are they already comparing your product to your competitors? Lead generation tackles the three primary stages of a buyer’s journey:

  • Top funnel: awareness through marketing efforts
  • Middle funnel: interest, education and application
  • Bottom funnel: decision-making through price comparison and value assessment
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How to Improve Your Leads Through SEO

The more visible your brand is, the more potential leads land on your site. Google doesn’t just reward you for being online. You have to create engaging, recurring content that answers questions, provides value and ultimately serves a purpose to more than just your company. One of the biggest mistakes businesses make online is designing solely for themselves. Their entire website is one big advertisement, and it fails to deliver any real value to visitors. There are plenty of reasons to click off of a website. Good SEO can stop that from happening with targeted content and effective web design.

Get an Audit

A site audit involves analyzing the on- and off-page elements to address any potential issues. A professional SEO audit looks at keywords, site structure, content formatting and more to pinpoint areas you could improve. You can grab your instant SEO audit for free online right now. The entire process takes a matter of seconds, and you’ll have personalized feedback on why your site isn’t ranking higher in top search engines.

Once you know where your SEO falls short, you can come up with a strategy to make incremental improvements. Rome wasn’t built in a day, and neither is a good website. In fact, search engine optimization requires ongoing dedication to thrive. Trends will evolve, and even in industries with a fairly standardized consumer base, there are still particular topics that are more likely to generate traffic at any given time.

Make Your Pages Mobile-Friendly

In addition to a fast server and responsive design, you have to structure the layout of your pages to be skimmable and mobile-friendly. People don’t want to read blocks of text or navigate around bulky images to get what they want. Keyword-rich headers, natural language and alt-descriptions on useful images will all help you rank higher. People will also be more likely to engage with more pages on your site if it’s easy to read.

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Compare Your Content to Your Competitors

Make a list of your top three or five competitors, then explore their service pages and content posts to see how yours measure up. When you Google some of your target keywords, what sites come up, and what do they have that’s different from your website? You don’t have to outrank everyone, and your goal shouldn’t be to copy what you see on the top-rated sites. After all, there’s no point for Google to award you a higher ranking than a competitor if both of your sites have the exact same information. Instead, use these sites as inspiration to improve your content and evolve your site. Leads aren’t just looking for a one-time answer; they want to know that your business is able to fulfill their needs and offer ongoing solutions. If their experience at your site is memorable, they’re likely to come back again.

Keep Track of Your Potential Customers

Have landing pages and freebie prompts that encourage people to leave their email and gain exclusive information or offers. Once you have their email, you’ll be able to target them again later. Make sure that you’re also using a dedicated customer relationship management (CRM) software to track leads. With the help of a CRM, you can keep profiles of all your clients and leads in one place. You can also document your interactions with them, ensuring that you’re able to meet them no matter where they are in the buyer’s journey. When it comes to leads, a CRM is the best way to keep track of data. Prospective customers can be rated based on factors that influence their likelihood of converting. Criteria like budget and interest can then be sorted and easily retargeted through marketing efforts.

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With new insights, you can refine your SEO to convert more traffic into leads. This also makes it easier to identify what aspects of your current content strategy aren’t appealing to your audience. If people are highly responsive on one web page but consistently leave another in less than five seconds, what’s the reason? Putting all of these elements together, you’ll be able to create a search engine optimization strategy for your brand that does more than just rank. It will help you grow, evolve and gain a better understanding of your top customers.

Drew is a financial enthusiast, seasoned blogger, music and sports fanatic. He enjoys spending time outdoors with his wife and daughter fishing and boating. He is dedicated to his 15+ year career in the banking, mortgage, and personal finance industry.



5 Reasons You Should Start Using Influencers to Create Content for You



5 Reasons You Should Start Using Influencers to Create Content for You

Imagine spending 3, 5, 7, 10 years creating content about topics you love out of pure passion. Working through decision fatigue on what to create, what platform to focus on building, and not knowing the latest marketing monetization strategies to actually make money. Only creating from a place of inspiration because you care and have a message to share for years before making a dime. The dedication and consistency is what builds audiences that LOVE your media channels, listening, watching, liking, and sharing your content on a regular basis. That’s what majority of influencers have done to build their channels. 

So why work with influencers to create content for you: 

Reason #1: Audience  

If you are looking to break into a new audience and build brand awareness working with an influencer is a good path to explore. An influencer knows it’s audience better than any SEO search so they know what content to create that will motivate, inspire, and trigger to get a response. They’ve built trust through years of content creation and testing out new ideas to engage their audience.    

Reason #2: Creative 

When you find the right influencer to work with they can be an extension to your business adding to the creative content department. Creative content is a pain point in a lot businesses and why organizations for years have paid big buck to marketing agencies to take this off their hands to make the commercial, promo video, and ads. When you have someone who’s outside of the organization, who’s built an audience, and can play in their strength it will be an added value to any brand and business.  

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Reason #3: Dynamic 

It’s not just any content that’s being created from influencers, it’s dynamic! Ideally, working with an influencer they are coming to the table with ideas for videos, social media, and ad content that will seamlessly incorporate the brand into their audience. Since they know their audience best let them lead this conversation and find a common working ground to let them move forward on their ideas. This type of content is the win-win-win for the brand, the audience, and the influencer’s media channels. 

Reason #4: Consistency 

Consistent content with any media channel is key to creating brand awareness for a business. When you have an influencer who’s outside of the organization not distracted by the day to day operations of a company, leaving them to create consistent dynamic content is something most brands didn’t even know they needed. 

Reason #5: Strategic 

It’s a strategic move for an organization to outsource content creation to an influencer who’s put in the creative work to build an audience. It’s an immediate traffic source to tap into and create brand awareness. There’s an opportunity to put paid marketing dollars behind the content and boost it’s engagement creating more opportunity for a brand. 

On average it takes a person 5-7 impressions to link a brand’s logo to the company. Add in another 7 impressions for them to remember it in the abyss of brands that are being marketed to them daily. When you work with an influencer to create dynamic consistent content you’re increasing your odds of your brand being recognized faster and identified by a trusted source. Good luck on your road to content creation with influencers!   

Valerie Viramontes

Valerie Viramontes is a purpose-driven entrepreneur, women’s and girls empowerment leader, conscious marketing expert, media strategist, and founder of V2 Solutions & Girl Hacks.

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Valerie created her boutique agency specializing in product launches and sponsorships for health conscious podcasters, influencers, and wellness companies. She uses her experience to create win-win-win deals for her clients, brands, and audiences. This has put her behind launches of companies and products with sales into the millions working with brands like Spartan Races, Barbell Shurgged, The Strong Coach, Complete Human and so many more! 

In Valerie’s free time she is a catalyst to remind young women of their inherent wisdom, intuition and power, and guide them to access the confidence within to make healthy choices in their lives. Add in hiking, dancing, reading, exploring new places to eat and she’s in her happy place!

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Data and privacy concerns grow among consumers



Data and privacy concerns grow among consumers

Consumers are showing greater concern over how data is gathered online and in apps and smart devices, according to a new study by GroupM, the media investment arm of WPP. The research was conducted in December by GroupM’s Audience Origin (formerly LivePanel) and included 1,000 U.S. consumers.

The findings indicated a decline in the number of consumers who feel comfortable sharing their data on health tracker apps or to allow smart home devices to automatically order refills for household items.

Sharing info. Over three quarters (77%) of respondents strongly or somewhat agreed with the statement: “I worry about how companies use my personal data online.” This was up from 72% in last year’s report.

Also, only a small percentage of consumers believe that the company who makes a device in the home, or its software, should have access to the data. That number is 5.4% in the current study, down from 6.9% in the previous one.

Read more: Predictions 2022: Data strategy and privacy

New tech. Consumers are less enamored with new technology in their house. Only 51% of respondents in the survey agreed with the statement: “It’s important my household is equipped with the latest technology.” The survey the previous year had 54% agree.

Also, 32% somewhat or completely agreed that new tech “confuses me,” up from 28% the year before.

Why we care. In this study, the numbers appear to be consistently in the 5% range for drop in consumer sentiment around privacy, data and new technology.

It’s not a massive drop, but it’s not nothing either. Individual brands can overcome this barrier by managing a better conversation with their customers about their privacy and data practices.

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Take, for instance, the wide disparity in the way email subscriptions are managed. Some brands offer a one-click unsubscribe, while others hide the option behind a number of additional screens and questions. Marketers can cut through with transparency, and the ones that do will be ahead of the game as privacy law catches up in the states.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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Trending in Marketing: Content Marketing Trends to Carry You Through 2022



Trending in Marketing: What Trends Are Coming in 2022

  1. We all know that women stereotypically shop more, but what about men? 75% of men are planning to spend more in 2022, Pinterest explains their study on why.
  2. Vertical scrolling is a feature on almost every social media platform, it’s what the common consumer is most familiar with. Instagram plans on taking their story feed vertical as well, giving the app a more “TikTok feel.”
  3. The graphic design niche isn’t for everyone, it’s hard to keep up with what’s what in the field. Here are 12 upcoming graphic design trends to keep you at the top of your game all 2022.
  4. The rules of SEO seem to change more than the Instagram algorithm, making it feel more like there are no rules at all. Could there be a “Best Word Count for SEO?”

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