Digital marketers often prioritize increasing website traffic, allocating significant portions of their budgets to this aspect of marketing. However, a more strategic and effective approach involves optimizing the acquired traffic to maximize its potential.
First and foremost, this strategy doesn’t demand substantial ongoing investments, unlike the continuous efforts required for driving new clicks. On-site tactics are often cost-effective or even free, requiring primarily time and thoughtful implementation.
Secondly, investing in lead generation and nurturing enables a deeper understanding of the target audience and the accumulation of valuable data. This data becomes instrumental in shaping a more informed and effective long-term digital marketing strategy.
This doesn’t imply neglecting the importance of generating clicks and acquiring new visitors. Still, the point is that doing so without optimizing the website for leads and sales can result in wasted money and missed opportunities.
Here are five strategies to effectively generate and nurture more leads from your existing traffic.
Initiate the Development of Sustainable Customer Relationships
Establishing robust customer relationships is the foundational step in this process and should be prioritized. Before delving into lead acquisition, ensure the presence of a well-defined customer relationship management (CRM) system and leverage a marketing automation platform.
- It’s essential to commence relationship-building the moment a new lead is acquired. Failure to do so may result in losing hard-won leads.
- Consider investing in customer relationship-building software to enhance efficiency. While manual handling by the sales team is an option, the impact of empowering them with a solid tool is significant.
Featured tool: HubSpot CRM
- HubSpot CRM stands out as one of the premier CRM solutions, integrating artificial intelligence (AI) into its platform. AI capabilities streamline tasks such as lead processing, responding to customer requests, and data management.
- The platform features a HubSpot AI Assistant, providing comprehensive customer profiles, including details like the company they work for, budget, and contact information.
- Other notable CRM solutions, such as Salesflare and PipeDrive, also merit consideration. Conduct thorough research to identify the solution that aligns best with your specific needs. Additionally, if customer calls play a significant role in your lead generation strategy, explore business phone applications with integrated CRM components.
By prioritizing the establishment of sustainable customer relationships and leveraging advanced CRM tools, you create a solid foundation for effective lead management and overall business success.
Align Your Content with Customer Expectations
Constructing a website that attracts pre-qualified leads is pivotal for successful lead generation, particularly in the realm of organic search traffic.
- When users search for topics directly related to your business, their needs, expectations, and intentions are often apparent. Understanding not just the answer they seek but also the format and intended action is crucial.
- Consider the user’s search intent, for instance, distinguishing between someone searching for the “best CRM software” (indicating they are ready to make a purchase) and someone searching for “CRM examples” (indicating they are in the early stages of research).
- Tailor landing pages to cater to both types of searchers, aligning with their expectations and proximity to a sale. This involves fundamental search intent optimization, employing common sense, and understanding the user’s perspective.
Featured tool: Text Optimizer
Utilize tools like Text Optimizer to search Google for target queries and apply semantic analysis. This helps identify related concepts, ensuring your content aligns with searchers’ expectations.
Enhance Returning Users’ Experience
Returning visitors are often overlooked, but they hold significant potential for conversion due to their familiarity with your brand and intentions.
- Historically, returning visitors tend to convert better. Barilliance’s 2018 study noted that the conversion rate of returning visitors was nearly twice as high as that of new site visitors.
- Implement on-site remarketing strategies to customize the user experience based on past interactions. Leverage powerful remarketing tools offered by platforms like Facebook and Google.
Embrace Video Content Creation and Marketing
Videos have consistently proven to be potent conversion boosters, with increasing effectiveness.
- Including a video on a landing page can boost conversions by 86%.
- Consider repurposing long-form video content for platforms like YouTube, Vimeo, TikTok, Instagram/Facebook Reels, and YouTube Shorts, as these offer free video hosting.
Create More Engaging Landing Pages
Test the immediate impact of your content by gauging if it captures attention in five seconds or less. Headlines play a crucial role in hooking readers quickly.
- Page speed is vital for both SEO and conversion. A slow-loading site can negatively impact performance.
- Incorporate social proof, such as customer testimonials, strategically on your landing pages. Ensure testimonials highlight specific benefits and experiment with different layouts.
Featured tool: Five Second Test
Use tools like the Five Second Test to gather immediate user feedback on what people associate with your landing page.
The Bottom Line
A customer’s journey involves multiple touchpoints, and lead generation requires ongoing refinement. The outlined tips aim to provide new ideas and strategies to convert more of your existing traffic.
