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The ultimate guide to optimizing a website for lead generation

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You’re probably creating websites with the goal of connecting with more customers and growing a business. But if you want to connect with more customers, you need a lead generation guide to help you to optimize those websites.

This process involves finding ways to reach customers, like optimizing the site for search engines, as well as setting up a site so that it’s designed to generate as many leads as possible from the traffic it generates.

In this post, we’re going to cover everything that you need to know about lead generation.

We’ll start with an introduction to lead generation and why it’s important. Then, we’ll share some actionable tips that you can implement on a website to start generating more leads today.

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What is lead generation?

Lead generation is the process of generating interest in a product or service. A person who is interested in what you have to offer is called a “lead.” Once you generate a potential lead, you want to “capture” their information, which is why you’ll see the term “lead capture” used alongside “lead generation.”

Typically, you’ll “capture” a person’s information using some type of form or chat — this could be a form in the site’s content, a popup, a chatbot, a notification bar, etc.

Lead generation isn’t just about collecting the contact information of as many people as possible, though.

You want to go after qualified leads, which are people who really do have a genuine interest in a product or service and are likely to convert into paying customers or clients.

Typically, lead generation works something like this:

  1. You attract traffic to a website using strategies like search engine optimization (SEO) and content marketing. You want to try to reach the type of people who might be interested in the product(s) or service(s) offered.
  2. Once you get people on a site, you use web forms or chatbots to collect their information. You can then store that information in a customer relationship management tool (CRM) to more easily track and engage with leads.
  3. With a person’s information in the CRM, it’s time to start converting them into a customer, either with additional marketing content or direct sales (or both!).

Why is lead generation important for a website?

When you’re building websites for your clients, optimizing for lead generation is very important.

Your goal for the website probably isn’t to just have “a website.” Instead, you want the website to help achieve a business need. In most cases, that business need is getting more customers, which requires lead generation.

When building websites, it’s easy to get caught up in the design and just focus on creating a great-looking end product. But having a good-looking website isn’t the only thing, or even the most important thing. You also need to have a website that gets results.

Think about this… would you rather have:

  • A stunning website that wins design awards and generates 50 leads per month.
  • A good-looking website that won’t win design awards, but generates 250 leads per month.

Of course most people want both! But if you had to pick, option #2 would be the best, right?

And that’s the really important thing to understand.

If you can move beyond creating just a website and get to a website that generates leads, the business will be much more successful, with a steady stream of potential customers for whatever it’s offering.

How to optimize a website for lead generation

Now that you know what lead generation is and why it’s important, let’s get into some tactics for how you can optimize the websites that you build for lead generation.

Optimize for search engines

Ranking your site’s content in search engines like Google is one of the best ways to reach qualified leads. With search engines, you already know that people are searching for keywords that relate to a business — all you need to do is get them onto the site to capture their information.

Here are some tips to do that:

Optimize content to match search queries

One of the best ways to generate qualified leads is to create content that potential leads might be interested in. You can then rank that content in Google so that people find it when they’re searching.

The content doesn’t have to be directly promotional. In fact, it’s often more authentic to not be overtly promotional in the content that you create. Instead of trying to sell people right away, focus more on getting them onto a site and collecting their details — you can always convert them later on once you have a relationship.

For example, let’s say the site is for online personal training and your client is looking to reach potential clients. You could write an article on a topic like “the best ways to get bigger biceps.”

This article isn’t directly promotional — it’s just providing information. However, the same types of people who are interested in learning how to get bigger biceps are also the types of people who might be interested in hiring a personal trainer to help them achieve their goals.

Once you get them on the site, you can capture their information and start working to convert them into customers.

Of course, creating content is only one part of the puzzle — you also need to optimize the content for SEO. To do that, here are some tips:

  • Perform keyword research — Keyword research helps you discover the queries that people are searching for so that you can match your content to the exact phrases people use in search engines.
  • Write for humans, but pay attention to SEO — You should always write content for humans, but it’s still important to include the target keyword in your post, especially in the title and periodically in the body of content.

You can learn more about content optimization in this post.

Install essential SEO plugins

If you’re trying to optimize a WordPress site for SEO, it’s essential to install a dedicated WordPress SEO plugin so that you can implement good on-page SEO best practices.

A good SEO plugin will help you:

  • Set SEO titles and meta descriptions — These let you control what users see when a site appears in Google.
  • Analyze SEO optimization — Many SEO plugins can analyze content for a focus keyword and help make improvements, such as optimizing the keyword density of content.
  • Implement technical SEO — SEO plugins help you implement important tactics like redirecting attachment pages and just generally making the core WordPress software more SEO friendly.
  • Integrate with Google Search Console — Plugins can help you integrate a site with Google Search Console to track its performance in Google search.

Lead Generation Guide Yoast

There are lots of great SEO plugins, but here are some of the best:

All of the plugins above have free versions available at WordPress.org.

Optimize for Page Experience (speed and user experience)

In 2021, Google will launch its new Page Experience update, which is an update to its search algorithm to factor in page speed and other user experience metrics as SEO ranking factors.

If you want to set up a site for success in Google, that means you also need to focus on optimizing the website for performance.

There are a lot of ways that you can optimize for performance:

  • Use fast, performance-optimized web hosting.
  • Use page caching to reduce server processing time.
  • Minify your site’s JavaScript and CSS code to reduce its size without changing functionality.
  • Reduce the size of your pages, as paying special attention to image optimization can usually result in large reductions in page size because images account for about half of the size of the average web page. You can also use server compression technologies like Gzip and Brotli.
  • On WordPress, make sure you’re using a lightweight theme and try to limit the number of plugins that you use to only those that are essential.
  • Consider using a content delivery network (CDN), especially if your site has a global audience.

You can use tools like PageSpeed Insights and WebPageTest to analyze your site’s performance. In general, Google recommends that your site’s Largest Contentful Paint time be under 2.5 seconds to do well in the Page Experience algorithm update.

Optimize for Security

A site’s security can play a key role in lead generation, as security issues can reduce trust with your potential leads and also cause issues with your search engine optimization efforts.

Use HTTPS

HTTPS is a technical protocol that encrypts the data that moves between visitors’ web browsers and a website. In order to activate HTTPS on a website, you need to install an SSL certificate.

There are two ways that using HTTPS can improve a site’s lead generation:

First, using HTTPS boosts trust with visitors and lets them know that the data they submit via lead generation forms is secure. In fact, if you have a lead generation form on a site and you don’t use HTTPS, some web browsers (like Chrome) will even mark the page as insecure — you can see an example in this blog post from the Chromium team.

Second, using HTTPS can also help you optimize a site for search engines, which is important for reasons that we discussed in the previous section. Since 2014, Google has used HTTPS as a small ranking factor in its search results, so adapting HTTPS will give your website a slight edge in the search results. Every little bit counts when it comes to SEO, so you shouldn’t ignore any advantage that you can give your site, no matter how small it is.

Consider a security plugin

Beyond using HTTPS, it’s just generally important to keep your site secure. Malicious actors are always on the lookout to find ways to infect your site with malware or spammy SEO links. Having your site infected will hurt trust with your potential leads and can also cause issues with your site’s search engine optimization, as Google removes infected sites from its results and many browsers will block access to infected sites (e.g. Google Chrome Safe Browsing).

To help mitigate threats, you can use a security plugin like Sucuri Security for WordPress.

Optimize for mobile

When you’re optimizing for lead generation, it’s important to pay special attention to mobile visitors.

It’s easy to focus on desktop visitors when you’re optimizing a site for conversions, but more than half of all website traffic happens on mobile devices nowadays, so you’re missing out on a huge source of potential leads if you don’t optimize for mobile lead generation.

Implement response design

Optimizing for mobile starts with responsive design at a minimum.

What is responsive design?

It’s the idea that your website will automatically adjust to show an optimized design no matter what device a visitor is using. Someone browsing on a desktop will see a desktop-optimized design and someone browsing on a smartphone will see a smartphone-optimized design.

Nowadays, most content management systems (CMS) include built-in features or themes to make responsive websites. For example, most themes for WordPress are responsive by default. The same is true for most website builders.

Test for mobile-friendliness

In addition to having a responsive design, you also want to make sure that a site doesn’t have any mobile usability issues that might make it difficult for mobile visitors to interact.

Google will also start using mobile-friendliness as an SEO ranking factor in its Page Experience update, so optimizing for mobile-friendliness is another useful tactic to optimize for SEO.

To see if a site has any issues, you can use Google’s free Mobile-Friendly Test tool. The tool will flag any issues on your site and give you some tips for how to fix the problem.

Lead Generation Guide Mobile Friendly

Google Search Console also includes a report that lets you see mobile issues that Google discovers.

Optimize for lead capture and conversion

If you’ve done everything so far, you’re ready for the last step — the actual lead generation forms.

There are lots of different ways that you can capture leads’ information. Here are some popular options:

  • Web forms — Place lead capture forms in the actual content, either on a dedicated landing page or as part of a page, such as in the sidebar.
  • Popups — Experiment with different types of popups, such as modals, slide-ins, notification bars, and more.
  • Live chat — Use live chat and/or chatbots as an interactive way to capture lead information in a more conversational format.

Tools like HubSpot can help you create customizable web forms to place anywhere on your site. HubSpot also offers a free WordPress plugin that lets you create forms from inside your WordPress dashboard, along with other types of lead capture tactics including popups and chatbots.

Lead Generation Guide HubSpot

When creating your forms, you need to think about what fields you include in your forms. There’s a fine line between using too few form fields and too many. As a rough rule…

  • More form fields equal lower conversation rates for your form.
  • Fewer form fields equal less qualified leads because you don’t have as much information about a person.

For most businesses, the optimal lead capture form will be somewhere in the middle. You want enough form fields to add at least some lead qualification, but not so many fields that you discourage visitors from filling out the form and lower conversion rates.

Beyond the form itself, you should also experiment with different placements and lead capture methods.

For example, you can see if a modal popup generates more qualified leads than a basic web form. Or if your interactive chatbot is more effective than the popup.

Experimenting with these types of details can help you boost your conversion rates, which means more leads end up in your CRM.

Use our lead generation guide to start optimizing websites today

If you want to create successful websites, optimizing for lead generation is key. Having a website is great, but having a website that generates leads is what will help your business grow and succeed.

In this post, we’ve introduced you to what lead generation is and why you need to care about it.

We’ve also covered some of the most important areas that you need to focus on if you want to optimize your website for lead generation.

Implement these tips today and you’ll be generating more leads in no time.

The post The ultimate guide to optimizing a website for lead generation appeared first on GoDaddy Blog.



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The Benefits of LinkedIn Ads

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LinkedIn wouldn’t necessarily be the first platform that comes to mind when considering social media advertising. However, if you are a B2B organisation, the platform can allow you to reach professionals across the globe. LinkedIn allows you to generate brand awareness across targeted professional sectors and reach out to decision makers directly.

Advertising is all about targeting the right people. Users of LinkedIn tend to be older, professional and have a higher income than the average user of other social media platforms. So if that is your target market, LinkedIn offers a great opportunity to reach them. Professionals use LinkedIn for business networking purposes so users are generally in work mode so engaging with them should be easier than on other platforms.

Here we outline the six main advantages that LinkedIn Ads have over other social media platforms.

1. Variety of ad formats

LinkedIn offers a number of options for advertising:

  • Sponsored content – this type of ad appears in people’s feeds, it is the least personal form but good for promoting content from your business page and encouraging people onto it.
  • Text ads – these are only viewable by people using a desktop. With these you can choose the audience you want to target and you only pay per click.
  • Message ads – these appear in users’ inboxes and are proven to be good for conversion.
  • Video ads – great for storytelling, you can also retarget users who have watched the video, aiding conversion rates.
  • Dynamic ads – these allow you to fully personalise your ad by showing user’s photo, name and title within the advert.

2. Generate high quality leads

The ability to target professionals and gain good quality leads is the primary benefit of LinkedIn ads. Users are looking at work-related content so will be more open to solutions for their business needs.

With more than 800 million users in over 220 countries and territories, LinkedIn is the biggest social network for professionals and businesses alike. 4 out of 5 LinkedIn members drive business decisions and the platform has been rated the best for lead generation by marketers.

By using LinkedIn advertising, you can access their Lead Accelerator feature. This feature allows businesses to follow their best prospects and offer more targeted ads directly to them. This includes remarketing to website visitors, which helps nurture leads, making them more likely to become customers.

3. Targeting

LinkedIn allows you to target specific demographics, enabling you to create much more personal advertising campaigns. Facebook lets you target interest and behaviour based factors however LinkedIn is the right medium to use if you want to target individuals based on their industry and job. You can filter your audience by:

  • Age
  • Location
  • Company name
  • Company size
  • Degree subject
  • Job title
  • Seniority
  • Industry
  • Member skills

These variables make the platform the ideal choice for B2B organisations wanting to target decision-makers.

Entrepreneurs executing on a business idea
photo credit: LinkedIn Sales Navigator / Unsplash

4. Remarketing

LinkedIn allows you to specifically target people who have shown an interest in your products. Matched audiences show you which users have visited your website and the pages that they went on. This allows you to target them with specific ads in the hope that they will return to your website and convert to a customer.

Matched audiences can be created with:

  • Account Targeting – Uploading a CSV of company names to LinkedIn allows you to target decision-makers.
  • Website Retargeting – Target the users who have visited your website and re-engage them to aid conversions.
  • Contact Targeting – Uploading a CSV of email addresses of your contacts to LinkedIn enables you to nurture your leads and prospects even further.

5. Increased conversion rates

The ability to target specific groups, nurture them and remarket to them will increase your conversion rates.

A year-long study by HubSpot found that on average, LinkedIn ads convert users to leads at a 6.1 per cent conversion rate. This compares to 2.58 per cent for Google search ads.

MD of exhibition stand contractor Black Robin Exhibits, Alan Jenkins, managed to achieve a conversion rate of 8.2% with a LinkedIn campaign earlier this year, he said “We were delighted with the results, it wasn’t a huge investment, we could set the budget and the conversion rate was fantastic”.

6. High control

A big benefit of LinkedIn advertising is the high degree of control that you can have. You can set a specific start time for your advert and specify when it will end. As well as this, you can set daily budgets to ensure your advertising costs are kept at the right level for your business.

Businessman using LinkedIn app

Conclusion

Setting up a LinkedIn campaign is not straight-forward due to the variety of advert types and different ways of targeting. But the platform has a number of advantages over other social media sites if your target market is professional businesspeople.

B2B organisations will be able to target specific demographics with personal ads, nurture and remarket to them. All this will increase conversion rates, making LinkedIn a valuable marketing tool.

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Beginners’ guide to Instagram Reels

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Get ‘Reel’ results

If you haven’t already heard the news, according to Instagram, they’re no longer a photo-sharing app. Shocking, right? The company announced they want to start focusing more on video content, like that offered through Instagram Reels, as opposed to being the original square photo-sharing app they’re known for being.

“At Instagram, we’re always trying to build new features that help you get the most out of your experience. Right now we’re focused on four key areas: Creators, Video, Shopping and Messaging.” — Adam Mosseri, Instagram CEO

This makes total sense because short, engaging videos (shown to us by hyper-accurate algorithms) have proven to keep our attention more effectively than ever before. So effectively that 93% of marketers who use video say it’s an important part of their marketing strategy. Additionally, users are twice as likely to share video content with their friends and family than any other type of content, including social media posts, blog posts/articles and product pages.

So if you’ve been hesitant to start making Instagram Reels or just needed a little encouragement, we’ll cover the basics, give you some ideas on what content to create for your business or brand, and help you understand the data behind it all.

But, before we do, let’s talk about why Instagram Reels needs to be included in your marketing strategy.
What are Reels and why should you start using them?

Person recording elephants on smartphone

Instagram Reels rolled out in late 2020 and the feature has continued to increase in popularity. Reels provide creators with a way to produce and share short, engaging videos using a collection of mainstream music and user-generated audio.

With more advanced editing tools, such as speed controls, filters and transitions, you can effortlessly edit multi-clip Reels up to 30 seconds long, entirely within the Instagram app, which is amazing if you don’t want to use multiple apps and extra equipment to film, edit and post to social media.

Reels are definitely a useful feature of the platform as a whole that is worth exploring. When it comes to metrics, Reels receive 22% more engagement than videos posted directly to a feed. In addition to IGTV, Live and Stories, Instagram Reels are another great tool for you to use to get noticed on the platform and reach potential customers.

Nearly two-thirds of Instagram users are between 18 and 29, with 18- to 34-year-olds the most active age group. That means there’s a ton of opportunity for businesses to be discovered by your target audience on this platform. So, if your Instagram strategy needs a boost to stay top-of-mind and ahead of the competition, Reels could be your solution.

Related: How to plan an Instagram marketing strategy to attract business

Instagram Reels small business content ideas

If your business is active on Instagram but hasn’t posted a Reel just yet, don’t worry, it’s not too late to start. Accounts that don’t follow you can find your content while scrolling on the Explore page, which is why it’s so important for brands to be active where their target audience is.

Don’t let lack of inspiration hold you back, here are some simple and effective video ideas:

Educational content‍

The best way to increase your reach and engagement is to give your viewers value. If you can create something that is helpful, users are more likely to like it, share it with their friends and follow you for more. That ultimately, tells the algorithm your content is worth being promoted to others on the app.

For example, you can create shareable workout, cooking or crafting videos just by showing your step-by-step process.

Showcase your products‍ or services

Highlight what makes your business unique with Reels dedicated to each product or service you offer. This could be a tutorial on how to best use your products or a way to update customers on new offerings.

Create original content‍

Easier said than done, but I know that behind-the-scenes content, user-generated content and FAQs are always a big hit with loyal audiences.

You also have a few different ways to get trending and possibly even viral. You can use trending hashtags, popular audio clips or filters and get discovered among other videos with those elements.

Re-creating a popular trend while highlighting your brand is one of the quickest (but not the easiest) ways for business growth with Instagram Reels.

How to optimize your Instagram Reels

Improvised video recording setup

Improvised video recording setup

Like with any social media platform, there are always hidden steps you can take to increase the likelihood your content gets seen and please the almighty algorithm.

For example, many users who create content for TikTok have started uploading those same videos as Reels. Seems like a logical time saver, right? Well, Instagram has not only clearly advised against re-posting content that’s “visibly recycled from other apps,” it has also updated its algorithm to recognize and prevent it from performing well on their platform.

That being said, here are some tips on how to optimize your Reels for the best results:

  1. Try to record (vertically), edit and add effects to your reels from within the app, rather than uploading a video you’ve created elsewhere.
  2. It’s also important to use text overlays, hashtags, audio, and descriptive captions to let Instagram add you to an algorithm relevant to the content.
  3. @ other accounts, when appropriate. Just like hashtags, you’ll get more reach by including their name in your content.
  4. Use custom thumbnails. Doing so will make it easier for users to find videos they want to watch when scrolling on your account. It’s also a great way to incorporate your branding and help your feed look cohesive.
  5. Sharing your Reels to your Stories and even on your feed will get more people to see it. You can share it when you post it or, if you have posted enough that day, share on a day when you don’t have anything else to post.

Algorithms are constantly changing, and not always for the better. Doing just a little bit of research to stay on top of current trends and best practices will pay off in the long run.

Related: 3 ways to use Instagram Stories for digital storytelling

Understanding Instagram Reels Insights

Bodybuilder recording workout

Bodybuilder recording workout

Finally, you’ll need a way of knowing if your hard work is paying off.

Instagram has included a dedicated tab, which is similar to the Insights tab on your static posts and videos, that details the metrics relating to your Reels. With the Instagram Reels Insights, business owners can see important metrics like accounts reached, plays, likes, comments, saves and shares.

By knowing what type of accounts you’re reaching with your Reels and which content formats are most engaging with your audience, you’ll be able to adjust your content to better serve your target audience and grow your account.

Measuring these stats is the best way to make sure all the efforts you’re putting in to engage your fans is actually working.

Once you have a good idea of where your metrics are on average, try experimenting with the time of day, type of content and hashtags you use when posting your Reels. Start thinking of ways to get in front of new users with videos like tutorials, bloopers or more user-generated content. You could even share customer testimonials or success stories for added social proof.

Final thoughts on Instagram Reels

I know I personally struggled with the idea of including yet another item on my content creation checklist, but I’ve found that even just repurposing a few old clips from videos on my YouTube channel into Reels has proved effective in increasing my engagement and reach on Instagram.

Exploring a new feature of social media can be intimidating and overwhelming at times, but Reels seems to be a fun new way to expand your social media presence through the use of short videos. I recommend testing it out and seeing how well it works for you and your audience. You might find it to be your new favorite tool in your social media strategy.



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5 Strategies to Drive Customer Engagement

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Engaging with your customers is the key to driving sales and growing your company. However, some businesses are not sure how to do this effectively. It means that when they finally manage to engage with their customers, they are not entirely sure what worked. Knowing how to drive customer engagement is all about knowing your customers.

Here are 5 strategies that you can use to drive customer engagement.

Customer engagement
photo credit: Edmond Dantès / Pexels

Communication is the Key

Communication between your company and your customers is fundamental to engagement. If your customers are trying to talk to you about your products or services, then you should listen to them. Avoiding contact will simply drive them to another company.

Here are some tips you should follow.

1. Listen to Your Customers and Never Assume

If you have a customer that approaches you on social media or any other channel, it is vital that you engage them in a conversation. Their initial message might not be the complete story, so you need to work with them to find the right answer.

Once you have found out what the customer wants, go through your products with them and pinpoint what works for them. Your sales team must never assume that they know what their customers want, or they might find the customer goes elsewhere.

2. Seek Help with Engagement

Sometimes no matter what you try, you are unable to engage with your customers or retain them. It may be that there are strategies that you haven’t considered or lack the knowledge to implement.

This is where companies such as TCC Global can help. By helping you and your marketing team to engage with your customers and create brand loyalty, you can start to grow your business.

3. Respond Quickly to Questions

There is nothing more frustrating for customers than asking a question on social media and not getting a reply. Even a delay of a few hours can be enough to cause someone to look elsewhere.

If your business has a presence on social media, then it is vital that it is monitored at least during business hours.

Selling to existing customers

4. Chat to Your Customers

There is a temptation to use your means of communication to just sell products. While this is an important part, there should also be more customer engagement through conversation.

If you find something interesting, tell your customers on social media. Reply to them if they answer you and keep the conversation going.

5. Blog About the Popular Questions

If you are seeing a trend in questions your customers are asking, then it may be a good idea to write a blog post about it.

Blog posts will drive visitors and potential customers to your website and from there they may go to your products. Answering these popular questions will also save time for your customers and build loyalty.

Conclusion

So, there you have it – 5 strategies to drive customer engagement. These are just a few of the ways your company can build a relationship with its customers and build a loyal following.

It is important to remember to stay engaged with your customers even after they make a purchase.

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