How Lead Generation and SEO Work Together For Your Marketing Strategy
Lead generation tools and SEO may have a lot in common in more ways than one. This article introduces you to how to tap the power of lead generation tools for your SEO campaigns.
You might be wondering what lead generation tools have to do with search engine optimization. This post will help you understand how your marketing success ultimately relies heavily on blending both of these strategies. Marketing strategies are often done separately. Two of the most critical campaigns, lead generation, and search engine optimization, hardly get time to collaborate actively and hit two birds with one stone. A lead generation campaign would have a standalone set of tasks that attract leads in the hopes that they buy a particular product or service your company sells. On the other hand, SEO would have an entirely different set of activities that increase your website’s ranking on search engines.
But the trends and the overall market are evolving. The buyers and customers are demanding more from your company. How do you, being the head of the company, address this? You may have covered a lot of scope and combinations of marketing strategies but, perhaps, resulted only in minor successes. This may sound unprecedented but, maybe, you need to consider SEO for your lead generation projects, and also tap into the hidden potentials of lead generation tools to boost your SEO campaigns.
This article provides you with ways to use lead generation tools to help you boost your search engine optimization projects. This article gives you insight on how lead generation works, the benefits of lead generation marketing, the various tools you can use to supplement your online marketing strategies as well as utilize these tools to improve your overall search engine rankings.
What Is Lead Generation?
Lead generation is a marketing strategy that allows you to get more potential clients for a particular product or service. These potential clients are called leads, which, through specific marketing methods, can eventually turn into customers. That is the primary goal of lead generation, to convert those potential clients to product buyers. These leads are vital to keeping your business afloat. With that in mind, you must have a steady stream of leads so that your business would thrive and evolve into something bigger.
Often, you’d have limited information on your leads. You can have a name and a phone number or an email. Leads often open the lines of communications to your business after responding through a newsletter signup, trial offer, or subscription, among others.
Standard practices of attracting potential customers or leads include:
- Blog creation
- Job applications
- Live events
- Video Tutorials
- Online subscription
- Product trials
- Facebook Lead Ads
- Twitter Lead Gen Cards
- LinkedIn Lead Gen Forms
- Pay-per-Click Ads (PPC)
Why Do You Need Lead Generation?
A business needs to generate sales to keep it going. An online business cannot do so if it cannot attract new buyers. While you may have loyal customers already, the numbers can dwindle if you don’t know how to keep your patrons.
As part of your safety net, you need new clients who might be interested in buying your products and services. That is why lead generation is essential. You need more customers and clients to come in, so you get more sales and, hopefully, an increase in profit. Part of online marketing is catching the interest of that prospect customer by providing information about what you offer. This is the whole premise of lead generation.
What Are the Types of Lead Generation Strategies
Online lead generation has conversion as its central focus. Most often, you’d see a suggestive call to action as a path for readers to become leads. Before you understand the benefits of lead generation ideas for B2B, you should know what strategies most online marketers use.
- Email Marketing
- Content Marketing
- Social Media Marketing
- Paid Advertising
- Website Optimization
- Marketing Automation
- Growth Hacking
How Can You Benefit From Lead Generation?
Lead generation may cost you some money, but in total, it is drastically more cost-effective when compared to the more traditional paid forms of advertising, such as print media and digital ads. Lead generation allows you to target your audience in various parameters such as their age, location, and gender.
Lead Generation Basics
Before you delve further into lead generation, you should have enough understanding of the basics of lead generation. Let’s begin with your ideal leads.
Who Are My Ideal Leads?
Not all leads are great leads. In fact, less than 30% of your leads would be converted to sales. To further increase the chances of lead conversion, you have to identify who your ideal leads are. These high-quality leads have higher chances of being converted to customers. Create a buyer persona so you can categorize that specific set of people. Perhaps these questions can guide you who these leads are:
- Who would most likely buy from you?
- How old are they?
- What is their educational level?
- What are their hobbies?
- What do they do for a living?
- What are their pain points related to your product?
- Where do they look for information?
Your ideal leads are part of your organic audience, which has a higher conversion yield compared to the paid ones because they are visiting your site because they want something from it. Organic traffic has a high level of intention. If you can provide organic traffic with the right solutions, chances are, you’d gain a new customer.
What Are Your Target Keywords
Now that you understand the search intent of your audience, the next step would be to predict the keywords your audience would likely use. These keywords can belong to one of these categories:
These are the keywords that seek answers and insight. These would answer W-H questions such as what, which, who, and how, among others.
These are the keywords used when people are looking for a particular brand or service. One great example would be your brand name.
Transactional keywords are those keywords used when leads are ready to convert. Words belonging to this category often have low search volume but high conversion rates. Sample words include buy, purchase, discount, where to buy.
Commercial keywords are those keywords used when your customers and leads are ready to buy. You can include words “shipping”, “deals,” and “discounts”.
SEO for Lead Generation
Search engine optimization is about fine-tuning website pages, so these rank higher in search engine results. The goal is to land on the first page of search engines; hence, your website has higher chances of having organic traffic and would have more online visibility, thus, increasing your relevance and reputation.
There are quite a few factors that you should take note of when optimizing your website for search engines.
Adding your keywords to your headlines and sub-heading helps.
Putting ideas in an orderly manner using H tags.
- Meta Description
Adding at least one keyword on the meta description allows readers to know more about what the content is at first glance.
Adding keywords alt texts or tags to images on the pages also improve your page’s ranking.
Perhaps the most crucial aspect of SEO. Understanding targeted words narrows your content to what your audience needs and wants.
But what does SEO have to do with lead generation? How does one help the other?
You might think there is nothing connecting lead generation and SEO, after all, the former is about increasing your buyers and customers while the latter is about increasing web traffic.
Here is a surprising fact: When you combine SEO and lead generation in your campaigns, you tend to have not only more leads but high-quality ones. To tap into this enormous opportunity, create quality content, and optimize it, so search engines see value in it. Potential buyers would want to signup or buy because of it.
There are some other good reasons why you need to combine SEO and lead generation tactics.
Reputation and Awareness
As mentioned earlier, when you increase your search engine rankings, your credibility and reputation also improve. If your brand becomes more recognizable, it becomes more trusting to your leads and customers.
Compared to lead generation, SEO campaigns can be used in all levels of your sales funnel. Most of the time, lead generation is often placed at the end when the customer is ready to purchase the product.
How to Merge SEO and Lead Generation
While SEO is not a strategy for lead generation, it is still a powerful tool that can drive visitors to your site. There is so much marketing potential with these visitors that it is a must to optimize your webpages. Compared to your traditional advertising, an optimized website of a local business yields a higher chance of closing a deal.
Know Their Intent
The secret of a successful SEO and lead generation integration lies in your understanding of what SEO means. Questions like “Why are the