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Attract the right online enquiry to convert leads

12/22/202405/27/2020 by scmarketing

Maintaining good quality leads through your website is key to business growth. For a professional services firm, such as accounting, this is vital to continue business through the current COVID-19 situation and ongoing service to your existing clients.

But to get quality leads to your sales funnel in the first place is the trick. So, here we give a little overview of some of the digital marketing tactics you can employ to help with online lead generation.

Download The Beginner’s Guide to Inbound Marketing to help you create your inbound marketing strategy to attract quality leads. Read on for a quick summary to get you started.

Quality content

You’ll be hearing quality quite a lot from us. If you want quality leads then you need to attract clients with quality, tailored content.

During this time of uncertainty, your content needs to be offering advice to your clients. Keep them informed of legislation, company changes and support through your blog, email marketing, social media channels and webinars.

Email marketing

Whilst you may feel that new business is not happening right now, maintaining presence is vital to be certain you will be remembered in the coming weeks when society picks up its pace to the next stage of ‘normal’.

So, if you don’t already have a newsletter sign up box on the homepage of your website then add that. Capture email addresses and keep in touch with these people who have opted in with regular email marketing campaigns. They clearly want to hear from you so make the most of it.

Just remember to be GDPR compliant and ensure that you tell people what they are signing up to and make it easy for them to opt out of communication.

Get quality leads in your sales funnel 

But what should you do to attract the right type of enquiry?

Make sure you have created a positioning statement about your company, your goals and target audience.

Create an online persona of your target audience. This simple document will give background to a typical client of yours and provide answers to their challenges.

Through targeted and relevant content you attract your audience to your website through blogs, optimised website (SEO), social media marketing and Pay Per Click (PPC) ads. It’s worth noting that 89% of online consumers use search engines when making a purchase decision.

Once a visitor reaches your website, it’s about engaging with your target audience. From the initial landing page with bold calls to action or forms to download ebooks. To close the deal, it’s again about relevant emails and nurturing contacts through a well-managed CRM system.

Reviews

Once you have secured a contract with your new client, asking for a testimonial to add to your website or to your Google My Business page can help with gaining further quality leads. With 88% of consumers having read reviews to determine the quality of a local business, it makes sense to add this action into your marketing plan.

Smart Cow is a digital marketing agency in Croydon. Whether you’re looking for a complete digital marketing strategy or standalone PPC campaign with Google adwords management book a free consultation and we can discuss our marketing services with you.

Digital marketing Croydon resources

Webinar: Grow your business through online lead generation

06/21/202105/14/2020 by scmarketing

We’re delighted to be taking part in the London Business Resilience Webinar Series on Wednesday 20 May, 12.45-1.30pm.

Simon Cripps, owner of Smart Cow, will be sharing insight into how to grow your business through online lead generation.

Simon will cover:

Why online lead generation is so important
What to do to attract the right type of enquiry
How to convert your online leads to clients

What’s key to your lead generation strategy is the different digital marketing channels that you can utilise to help start the lead generation process. But, it’s vital to provide your target audience with helpful tips, insight, a course or a template that will help with their business. Using a mix of activity as part of your inbound marketing strategy is generally the best route to take and can include blogs, social media marketing, email marketing or pay per click ads.

Register for the webinar

Register to attend the webinar on Wednesday 20 May to get some effective lead generation tips. These interactive webinars are hosted by the London Chamber of Commerce & Industry (LCCI) and designed to support your business and employees as we navigate the coronavirus crisis.

Inbound marketing agency in Surrey

As an inbound marketing agency, we would look at your business, understand your objectives to then tailor an inbound marketing campaign for your firm encompassing the tactics that are right for your goals.

Why not contact us for a FREE consultation? If you’re looking to grow your business, talk us through your current position, where you would like to be, your target audience and objectives and we can work on a proposal for you.

What is lead generation marketing?

05/29/202004/03/2020 by scmarketing

A lead is a person who has indicated interest in your company’s product or service in some way, shape, or form. As a lead, you’d hear from a business or organisation with which you’ve already opened communication from, instead of getting a random cold call from someone who purchased your contact information.

The lead generation process starts with a visitor discovering your business through one of your marketing channels, such as your website, blog, Ad or social media page.

That visitor then clicks on your call-to-action (CTA) taking them through to a landing page on your website that’s designed to capture lead information in exchange for an offer.

What’s key to your lead generation marketing is the different channels that you can utilise to help start the lead generation process. Remember the information you provide is about providing your target audience – your ideal customers – with helpful tips, insight, a course or a template that will help with their business. Here’s an overview of what inbound marketing includes to help with lead generation.

Content Marketing

Content is a great way to guide users to a landing page. Typically, you create content to offer visitors useful, free information. You can include CTAs anywhere in your content. At the bottom of a post, in the hero image, or even on the side panel. The more interested a visitor is with your content, the more likely they are to click your CTA and move onto your landing page with specific instructions to ‘download an ebook’; ‘book a course’; ‘sign up to a newsletter’.

Blog

The great thing about using your blog posts to promote an offer is that you can tailor the entire piece to the end goal. So, if your offer is an instructional video on setting up Zoom video conferencing, then you can write a blog post to accompany that with background as to the benefits and step by step points.

Social Media Marketing

Social media platforms make it easy to guide your followers to take action, from the swipe up option on Instagram stories to Facebook bio links. You can also promote your offerings on your social posts and include a call to-action in your caption.

Email marketing

Email is a great place to reach the people who already know your brand and product or service. It’s much easier to ask them to take an action since they’ve previously subscribed to your list. Emails tend to be a bit cluttered, so use CTAs that have compelling copy.

Ads and Remarketing

The sole purpose of a Pay Per Click (PPC) ad such as Google Adwords is to get people to take action. Otherwise, why spend the money? If you want people to convert, be sure that your landing page and offer match exactly what is promised in the ad, and that the action you want users to take is clear. Read more about the benefits of PPC.

Creating a marketing plan can help you run a coordinated campaign. Our Beginner’s Guide to Inbound Marketing has loads more details for effective lead generation, download our free ebook.

Read more about inbound marketing strategy for your business.

Ebooks

Download The Beginner’s Guide to Inbound Marketing.

Why should my business consider Pay Per Click?

11/22/202103/19/2020 by scmarketing

A Pay Per Click campaign is a great way to enhance your search engine optimisation (SEO) strategy and may result in you landing higher up in the search engine results page. It’s a great tactic to have in your digital marketing toolbox. While offering a way to measure Return on Investment (ROI), there’s a few more tips to consider to set up and manage a successful Pay Per Click (PPC) campaign, improve your search marketing and increase your ad rank

Review your website

Once you’ve decided the focus of your ad campaign, look at your website. What landing page will you send people to when they click on your ad? Does it have all the relevant information needed in answer to what is in your ad? If not, you may need to update content and even create a separate landing page.

Targeted messaging

A PPC campaign can be incredibly targeted allowing you to reach your relevant audience. This can be achieved through Google AdWords, Bing Ads right through to social media ads.

What’s different about PPC compared to other forms of advertising is that you can make sure that just your target audience see your ads. Just think of all the information you may have shared online about your age, gender, interests and location, all this and more can be used to market to certain people.

Be specific

Most PPC campaigns have a limited wordcount, so be clear and to the point. Campaigns that are very specific to the product or service are by far much more successful than general ads.

Analyse results

A PPC campaign gives you great insight to what works and what doesn’t so you can really hone the details of your campaign.

A Click Through Rate (CTR) will let you know the numbers of people clicking your ad. It gives really good insight into whether the ad is answering what the searcher is looking for.

Whilst the Conversion Rate is all about who has completed the action. Whether that’s to download a document, sign up for a free trial or book a consultation.

You can then understand the cost per conversion. Are you paying more to gain a new client than the amount they pay you?

You want to make your ads work for you so constantly reviewing and tailoring is necessary as well as using negative keywords which can help reduce wasted spend. This means your ad won’t appear in search for that negative keyword. We are able to categorise your ad campaigns and key words into various ad groups.

PPC Expert Croydon

We are specialist marketing agency, who work on PPC marketing in London, if you’re currently managing a PPC campaign and would like some help to make this successful or would like to discuss a new campaign in more detail then get in touch and let us help you navigate the digital marketing world.