Ask any business owner who their ideal customer is and they might say something like, “women, age 25-35...” While this may be true, one of the best things you can do for your business is to start brainstorming and get more granular with who your ideal customer is and what they are interested in.
Think of going from simply gender + age,
to gender + age + family status + interests + where they shop, etc...
*Hubspot uses the term “buyer personas” as a way to classify who your ideal customers are and what information is important to know about them, and they have tons of free resources to help you help you do it!
Attracting the right kind of people, with targeted lead generation, can give you the desired edge to boost your business and always stay one step ahead of the competition. And there are more than one ways to get the targeted leads you crave.
# 1 Search Engine Optimization (SEO) & Marketing (SEM)
I have seen SEO and SEM be portrayed as two power houses, duking it out to show which one is better for your business. But the truth is you’ll need a healthy combination of both when it comes to targeted lead generation.
SEO is going to include improving your website, creating engaging content, and analyzing visitor statistics. All of these efforts will be to increase your visibility in the list of websites compiled by a search engine based on the website’s relevancy to a specific search. Otherwise known as SERP.
Keep your ideal customer in mind: what kind of questions will they be asking? What solutions are they searching for? You can use these things to your advantage while improving your SEO.
SEM is going to be your megaphone, and will include things like pay-per-click (PPC) campaigns and paid listings. However, you don’t want to be shouting your megaphone towards a group of people who have no interest in what you have to offer. You’ll want to speak and campaign directly to the people who you know need your product, and marketing tools like Facebook ads and AdWords can simplify that task greatly.
Groups of similar people congregate on the internet, just as they would at conferences or clubs. Using SEO & SEM are tested and true ways to get you in front of the group of people who will be most interested in your product or service, based on their interests or behaviors. When and how to use SEO and SEM really depends on your goals and timeline.
# 2 Quality Content & Long-Tail Keywords
Think of SEO and SEM as your hook for leads, and quality content of substance and value as what reels them in.
If you’re spending time, energy, and resources on bringing people to your website, you best make sure that you have what you need to not only keep them there but to leave them wanting more.
We both know that there is an endless sea of content washing around the world wide web. But there are things that you can do to make your content stand out above the rest. Quality content is up-to-date, informative, and fresh. It seeks to help before it seeks to sell.
Targeted lead generation then becomes about how you speak to these potential customers. Pay attention to what your target audience is talking about in online forums and on social media.
How do long-tail keywords play into all of this? Monitoring your audience can help you discover niche-specific keywords. These long-tail keywords are typically less competitive in terms of search volume, thus improving your SEO results when incorporated into your content.
# 3 Social Media Campaigns
Not all social media platforms were created equal, and one may far better than another depending on your industry and target audience.
You’ll need to be aware of what type of content performs well on individual platforms. Your informative 1,500-word blog might do exceptionally well on LinkedIn but completely tank on twitter. Don’t be afraid to repurpose your content to suit different platforms. This will save you tons of time, energy, and resources!
As previously mentioned, be mindful of what your target audience is talking about in online forums and on their social media accounts. Get involved in their world and provide the type of information you see a need for.
Don’t forget that your social accounts may also pop up when someone is doing a search for you. If you don’t want them stumbling across your company Facebook page that you haven’t updated in three years or a Twitter account that is next to empty, make sure you keep these accounts updated regularly. They will heavily contribute to your brand strategy and start to build trust between you and your customers before you ever get a chance to connect!
Predictable Growth with Targeted Lead Generation
Targeted lead generation is where it all starts for your marketing campaign. Don’t look too far ahead without first determining a predictable and scalable way to generate leads.
If you invest all your resources into making your product “perfect”, rather than lead generation, you won’t have anything left over to promote it once you get there. Thought leaders and successful business owners alike will advise you from waiting until everything is “perfect”.
Even Reid Hoffman, Founder of LinkedIn, is quoted to have said, “If you aren’t embarrassed by the first version of your product, you shipped too late.”
The point is to focus on the customer, focus on what you can learn about them, what they need and what they are searching for, and business growth will follow.
There are plenty of other lead development strategies that are effective. SEO, SEM, web content, and social media are just some of the more prominent ones.
People spend months learning about how to generate more leads. Fortunately, you don't have to develop your own campaign alone.
Here at Lone Fir, we're here to help you generate more leads and grow your business. Together, let's finish out the year strong making strides towards your most profitable year ever.
Schedule A Free Strategy Session to talk about your business, review your current strategies and discuss your marketing goals and objectives.