How to Generate More Sales Qualified Leads

How to Generate More Sales Qualified Leads

Lead generation is the key concern of the marketing and sales teams, and it is imperative to not only generate leads, but sales qualified leads. The digital marketing eco space is certainly a great place to generate leads. But before even collecting the leads the question arises why would anyone give their contact details and other information. It won’t be certainly for you to contact them and sell them your products and services.

To generate leads what becomes more important is to create a sustainable and a subtle relationship with your prospects and get their details in return. This happens when you become reliable in the eyes of your prospects through the exchange of information and thought leadership. Search Engine Optimization strategies can also generate enough leads as well. Let’s see some of the creative and innovative ways of generating leads that the experts have cited.

Streamline your SEO Strategies

The SEO strategy adopted should be aimed at generating leads or finding the prospects organically who are ready to buy. For a business functioning locally, addressing the local customers should be a priority and for that local SEO is of utmost importance. Efforts for local SEO would include a focus on local keywords, local directory listing, and good reviews from customers along with other SEO measures. The persona of the target audience has to be developed, and a fair knowledge of the audience is also an imperative for creating successful lead generating campaigns. Knowing the competitors with the strategies they employ is also important and employing those strategies can also help if they are coupled with a properly planned approach towards lead generation. Choose the right and most effective keywords that are used by your target audience and use the keywords sparingly with one in every 100 to 150 words. Keep in mind to avoid content that doesn’t appeal to the target persona as they are no good in generating leads.

Give Away Free Content

Directly asking the visitors to give you their contact details may be futile, but asking for their name and email address in exchange for something useful is a more viable option. Give the visitors what they are looking for. If they are looking for decorating or painting their house, give them a guide to decorate their house. In exchange for that, you can well ask their name and email address. The company name in many cases is not required as the company email address has the company name itself. In addition to this, all that you have to do is include a small checkbox for them to tick which asks permission for you to contact them for a free consultation. Bingo, there you go. Your lead is ready for you to contact.

Create Content that Interest Visitors

Studying the competitors, their strategy and the content they use is one of the ways to supersede them. It is not only important to look out for ways to just stand apart from competition but also find out what your visitors want and are probably looking for. Furnish them what they are looking for in the form of information. It is not a wise choice to have the same free eBook for all the visitors. Every kind of content is unique, and segmentation of prospects can be well done based on the content they are reading. Supply your visitors with appropriate content by grouping their needs and give them the material that would suit their needs and wants depending on their buying cycle. This is sure to not only generate a large number of leads but increase the number of qualified leads and conversion rate as well.

Use the Right Social Media

Facebook, Instagram, LinkedIn, Twitter, Pinterest, and the list is endless. Out of these which social media platforms should you use! Of course, the ones that generate the most number of leads and converts more. Find out the persona of your target customers and match the social networks that mostly consists more of your target audience. Run campaigns and post blogs in all of them and then compare the number of leads generated from each of them. Also, compare the conversion rate of the leads from each. Invest more time and resources on the social media which fetches the most number of leads and conversion rates.

Tweak the “thank you” Pages

Collecting the contact details and lead information in bits and pieces is a smarter way of generating and qualifying leads. Once the visitors land up on the “thank you” page, it is a great idea to qualify the lead and ask for qualifying questions. On the “thank you” page you can ask questions like their designation or the size of their company which would help you to qualify the lead and segment them accordingly. Once these leads are segmented, it is important to have a strategy in place to treat these leads and follow them up along the marketing funnel.

The visitors and the prospects can be tagged based on the topic of the blog posts they have read, the eBook they have downloaded, the “thank you” pages they have seen, etc. Segment the prospects and visitors and tailor your message every time to different groups of prospects. This is sure to help in decreasing the sales cycle and is the right way to nurture your leads according to their needs.

Host Online Webinars

Gaining a considerable number of qualified leads become comparatively easy if online webinars are hosted. Not only webinars are a way of generating leads, but they are a great way to position your brand as a thought leader as you share your knowledge and expertise with the prospects and potential customers.

To test the interest and the inclination of the participants hold a great webinar with interested prospects in more than one episode which would also help in qualifying the leads as well. This will give you the scope to understand the prospects’ inclination to purchase and will present you the opportunity to develop better relations with them as well. The webinars you conduct keeps your viewers engaged, and when they come back for more, they prove themselves as even more qualified. The best practice is to give some resources free to the participants at the end of the webinar and ask them to register with their contact details or sign up for the newsletter.

The primary goal of every digital marketing campaign is to generate leads, and the well-planned ones result in more qualified leads with higher conversion rate. You can employ some or all of these inexpensive techniques to source more leads as your campaign grows. This will help you in filling the pipeline with more qualified leads and help you in shortening the sales cycle as well as you start nurturing these leads and make them more sales-ready.

SEO Trends to Prepare for in 2018

SEO Trends to Prepare For in 2018

The only thing constant in the world of SEO is change. With the year 2018 just setting in Search Engine Optimization (SEO) and Search Engine Marketing (SEM) is all set to move in newer directions. The fundamental techniques like creating quality content, focusing on keywords, creating backlinks, and few others remaining the same, there are newer trends that looms large on the horizon.

Aspects like user experience optimization, optimized content for voice search, mobile optimization and snippet content are few of the trends that have come up ignoring which you would lag behind in the competition. Let’s discuss these trends that you need to look at in 2018 with a refreshed mind and rethink your strategies once again to take advantage of the newer algorithms of the search engines and enhance your site’s credibility from the search engine’s perspective.

As 2018 dawns, let’s also look at the up-coming SEO strategies that you can adopt to strengthen your organic presence in the search engine results and gain more grounds in the search engine marketing eco-space this year.

1. SERP Results

SERP Results

In the latter half of 2017 Google’s algorithm has undergone a change with other SERP features like quick answer boxes, featured snippets, image results, knowledge results and few others which dominating the results page. This poses a new challenge for the marketers who need to consider these offsite elements while monitoring the SEO performance. Not only that, it’s increasingly becoming tougher to convince Google your content is the best if it’s not so. Out of the myriad ways Google assesses the quality of content, Latent Semantic Indexing (LSI) helps it to learn related terms for a given context. This is how Google decides how comprehensive a piece of content is and with the advent of AI-powered RankBrain Google would further analyze content from user satisfaction metrics.

Strategy

Research the top ranking pages in your niche and look for the features which are similar which is much the way RankBrain does. As it’s painstaking and tedious to conduct this research for each keyword, you can use different website auditors for this purpose. These auditors would analyze the top ten ranking pages and calculate a score for each term used on each page, and you would get the list of the relevant words and phrases and the competitors who use them. You can as well use these terms and phrases in your content to give your site the ranking it deserves.

2. Optimize for Voice Searches

Voice Search Optimization

Currently one out of five searches already started coming from the voice-based searches, according to Google. This hints that if you want your site to rank higher and win in the competition, it has to be optimized for voice searches. The rate at which the voice searches are increasing it is well evident, and it will exceed the keyword search very soon in the near future. This means the relevance of long tail keywords will enhance in importance with more focus on natural language processing. While typing, people tend to type shorter keywords, but while speaking, they tend to speak complete sentences and ask questions. By the volume of searches conducted it is well evident that if your site is optimized for voice search, the results will follow suit soon after.

Strategy

Find out the questions that people ask and the long tail keywords which are relevant for voice searches. Include these questions in the FAQ sections of your website which will ensure your site has all the questions answered that the users might ask.

3. Go Mobile

Mobile Searches Optimization

With mobile searches long surpassing the number of desktop searches and with Google responding to this shift with mobile first indexing, there is no other way but to go mobile. Google’s mobile-first indexing suggests that Google will display its search listings based on the mobile version of content. Search results from mobile devices will impact all the searches and websites which are not optimized for mobile devices will become extinct.

Strategy

Consider using accelerated mobile pages (AMP) to ensure that your page load speed on mobile devices are optimized. Most of the voice searches happen through mobile, and most of these are questions regarding places to visit or what the users are trying to locate. The search engines take into account the location of the mobile device while answering queries of users from mobile phones. While searching for locations, the search engine looks into the local business listings. The first thing you need to do is to get your business listed on Google business listing with a local address. Avoid providing more than one addresses as in that case Google might ignore you altogether.

4. Get Featured on Snippets and Quick Answers

Get Featured on Snippets and Quick Answers

Ranking on the first page of the search engine results pages (SERPs) may be the real goal of SEO, but marketers have found an easy way to get featured on the quick answer box of Google or “Position 0”. Google seems to feature content like graphs, charts, lists and tables in the quick answer box or the featured snippet. Getting listed in the featured snippet is an easy way to rank on the top and get easily noted by users.

Strategy

The key to getting featured in the snippets or the quick answer box of Google is to find out the intent of the users and the questions they frequently ask in a particular context. Structure your content in a way that answers the questions very closely. You can identify such questions asked by the users and include them in the FAQ section of the website. There is no doubt that getting your website visible in this highly visible place can work wonders for your organic visibility.

SEO in 2018 will change dramatically as user behaviors, and marketing techniques will undergo a sea change. There would be algorithmic changes ushering in new SEO practices. No wonder the markers should keep abreast with the trends and changes and adjust their strategies and practices. While the fundamentals remain the same with the routine duties of the marketers also remaining the same, the above changes have to be incorporated by the marketers to stay relevant in the search engine marketing eco-space.

How to get mobile SEO for voice search right

How To Get Mobile SEO For Voice Search Right

By default voice-enabled personal assistants for voice search are installed on all smartphones and Google has cited that one in five searches happen through voice. The popularity and demand of digital assistants like Amazon Alexa, Apple Siri, Microsoft Cortana, Amazon Echo, and others are on the rise. Google has rolled out the mobile first indexing which means the mobile site will determine the desktop ranking as well. ComScore has already predicted that by 2020, 50% of all the searches will be through voice. As the Internet of Things takes off voice-enabled devices will start doing the functions and executing orders. The voice recognition system of the search engines is gradually pointing towards a technological ecosystem where keyboards will hardly be used. In such an ecosystem, if you do not enable your website for mobile and optimize for the voice searches, you are actually preparing for a setback making it hard for you to cope up with the technological advances in the near future. Mobile SEO is not rocket science and few little tweaks in your SEO efforts will bring surprising results that you never expected. Before we go deeper into the subject, let’s understand what is voice search and its characteristics.

What is voice search?

Google voice search or any other voice searches refer to a function that allows the users to search the web using search engine like Google through voice commands rather than typing it. Although voice search can be conducted on both desktop and mobile devices, people mostly carry out voice searches through their mobile phones. The popularity of voice searches is on the rise because it is both easy and fun to use it. As mostly it is used through mobile devices, and with Google coming up with mobile first indexing, mobile SEO has become the most important imperative.

The next important point is that voice assistants use the natural language processing for conducting the searches. This means these voice assistants learn the patterns which are unique to the person who speaks to them. The voice assistants utilize this knowledge in offering the search results. There is a fundamental difference between a typed search and a voice search. People tend to type lesser, but while speaking, they tend to say complete sentences and questions. People find the voice searches fun and interesting which doesn’t require typing and according to a research study from Statista, 28% of the users find voice searches pretty accurate than other search methods. But what does this phenomenon mean from the SEO perspective and is there any way to optimize our content fully for voice searches? Let’s find out.

Use long-tail keywords and question phrases

Gone are the days when SEO meant trying to satisfy what the bots were looking for and picking few keywords and making these the focal point of your content creation. Instead, think of how you would typically frame your query if you were to ask the same question or you wanted to get the desired information. People often start with question words like, who, why, what, and when or frame a long-tail keyword. A research study conducted by Search Engine Land unearthed that there is a 61% growth in the use of phrases with question words year-over-year. So when deciding on voice-based keywords put yourself in the shoes of the users and customers and think what kind of question they might ask while trying to find out about your product or service.

Answer questions users may ask

Long ago in 2013 Google introduced Latent Semantic Indexing through its algorithmic update Hummingbird which had the purpose of understanding the contextual meaning of the content. In answering the voice searches, Google now connects the users’ questions with the contextual meaning of any content. This means that finding the relevant keywords and typing those in your content won’t click anymore. Rather than focusing on content that is rich with keywords, the focus should be on answering the customers’ questions or the concerns and issues that your target audience might be having. If your content is rich with the answers to the questions, your audience frequently asks, search engine like Google is sure to give more value to your content and pull it more often for organic searches.

Be more Mobile Friendly

With mobile first indexing by Google, being mobile friendly has become even more important with mobile friendliness and voice search going hand in hand. You need to be more obsessive about your content to be more mobile-friendly than ever. You can use the Google’s mobile-friendly test to find out to what extent your site is mobile friendly. If it turns out in the test that your website is less mobile-friendly Google will suggest you few measures you need to adopt to make it more mobile-friendly. People read more text-based content on mobile for various reasons out of which convenience, affordability, and accessibility are few of the primary ones among others. Find out the reasons which would make people prefer your site more on mobile phones and apply this rationale while designing the site. You can also use accelerated mobile pages (AMP) to increase load speed and accessibility of your mobile responsive pages.

 

Optimize your website for mobile and voice searches

Latest Trends in Content Marketing

Latest Trends in Content Marketing

Two decades ago Bill Gates rightly said that content is the king. The recent trend also suggests that industry has rightly understood the underlying significance of the statement as most of the marketers say that their content marketing efforts are more successful than a year ago. According to research conducted by Content Marketing Institute, most of the B2B marketers of North America say that their content marketing approach has been more successful compared to a year ago.

According to the same research, the content marketers attribute their content marketing success to creation of better quality content and more effective content marketing strategies. In context with the results of the recent research findings, it is evident that content marketing has become more matured and organized compared to yesteryears. So how the industry is marketing content to gain the attention of the target audience and fulfill various marketing objectives? Let’s examine the recent trends.

Being committed is the way to break the clutter

The recent trends suggest that the successful content marketers are more serious about content marketing. The research conducted by Content Marketing Institute reveals that 91% of the top performers are highly committed to content marketing. Their goals have been realistic about the estimated returns and achievements of content marketing, and they consistently achieved their targets with an organized effort. Apart from consistent delivery and realistic goals, the top performers have been measuring the impact of the content with content marketing ROI.

Content is more in-depth and longer

Bloggers are putting more effort than before in producing quality content, and according to research studies conducted the average time spent to write a blog is on gradual rise. The steady increase of the average time spent on writing a blog post denotes content creators are keener on quality than quantity.

As the norm goes, consider creating longer and in-depth articles and blogs that deliver value to the target audience. There may be another reason why longer form of content which is more in-depth are preferred and created by content marketers. That is the marketers are now more focused on their target audience with more organized efforts using analytics on a regular basis. This makes their audience more specific who likes in-depth treatment of subjects rather than shallow pieces of information.

Mobile devices are more in use

Mobile devices are more in use by the audience with Campaign Monitor’s findings revealing that 53% of emails are opened on mobile devices. As mobile phones are increasingly becoming the preferred method of reading emails, email marketing has to be mobile friendly. Usage of templates that are responsive to mobile phones would ensure satisfaction of the audience. This would surely increase reach, engagement, conversion, and ROI.

Increased use of interactive content

According to a study by Content Marketing Institute on the usage of interactive content, 75% of the content marketers using interactive content, planned to increase their investment in 2016. This trend is there to increase. The increased usage of interactive content can be attributed to the highly engaging nature of the content which attracts more audience, gathers more insight and increases conversion rates.

Increased use of visual content

Studies suggest the use of videos, GIFs, and visual content is on a steady rise. Infographics have emerged to be an effective tool for marketing content. According to the studies by Unbounce.com, the search volumes of infographics has been increasing by 800% from 2010 to 2012. This trend is still evident with increased supply and demand of infographics in the recent times.

Content promotion

Content is promoted through channels like SEO, social media, influencer marketing, email marketing and paid media. According to research conducted by Orbit Media, more than 95% of the bloggers are promoting their blogs on social media. Promoting blogs and content through emails is becoming more important, and a majority of the bloggers are using email to promote their blogs and content. As the revenue of Google and Facebook is constantly climbing, with the trend of continued investment in native ads, it can be concluded that use of paid media for content promotion is also on the rise. According to the research, all the content promotion techniques deployed are steadily increasing which hints that bloggers and content creators are more concerned about traffic than before.

Content Performance Measurement

According to the research findings, the bloggers who check analytics regularly report of better results from their blog. The research findings of Orbit Media reveal that about 20% of the bloggers do not even have access to the analytics and do not bother about results or performance of their blog. Most of the bloggers usually monitor the results of their posts, but that number has however remained constant over the last few years.

Key Takeaways

  • According to research, the content marketers attribute their content marketing success to creation of better quality content and more effective content marketing strategies.
  • The average time spent on writing a blog post is steadily increasing denoting content creators are keener on quality than quantity.
  • Usage of interactive content is on the rise which can be attributed to the highly engaging nature of the content which attracts more audience, gathers more insight and increases conversion rates.
  • Content is promoted through channels like SEO, social media, influencer marketing, email marketing, and paid media.
  • Most of the bloggers usually monitor the results of their posts, but that number has however remained constant over the last few years.