As new businesses are getting launched every day and unicorns are being created every year, doing business is getting more and more competitive. While at the same time, sales or lead generation is getting more challenging. Are you aware that Google is continuously pushing its advertising program compared to search engine optimization (SEO) of its search engine? A large number of companies lose a lot of money as they work on the wrong platforms to generate leads and end up exhausting their marketing budget faster. Do you know that Google never recommended link building in SEO and if you are doing it you are always at risk? Ask so many of companies that closed down after a major Google update as they lost organic traffic, their only source of business leads. Do you know that you may end up with zero leads even if you spend millions of dollar on Google ads if your campaign is not optimized?
Knowledge about what platform to use to generate leads is a crucial for any company to survive. With bidding rates going up on all platforms including Google, Facebook and Instagram, it is tougher than ever to get the ROI on any platform. According to a new report by Future Market Insights, real time bidding market for advertising will increase from USD 15.6 billion in 2022 to USD 95.2 billion in 2032. Don’t think that organic leads are safer as Google keeps coming up with new updates and any major update can cause bankruptcy of any company if they lose all of their organic traffic.
Why businesses struggle to generate leads online
Our company serves companies of all sizes across the globe. We have found many companies doing lead generation a wrong way and struggling to service in the business.
Selection of a wrong platform
A Canadian IT company was using Facebook to generate business leads and lost millions of dollars without the ROI, before they came to us. We chose the right platform for them and brought them back to profit. If you are selling your services you cannot succeed on a visual heavy platform. At the same time you cannot get right kind of ROI if you are adverting your visually attractive product on a platform that offers text based advertising.
Instability of the platforms
SEO is quite tricky as Google keeps releasing new updates throughout the year. Five years back Facebook used to send tons of traffic organically from its platform. Now you will hardly get any traffic even if you have millions of followers on its platform. Facebook, at the same time started to push all page owners to advertise on its platform to generate more profit for Meta.
Issue with ad copy and landing page
Optimising a website or an app for a paid adverting platform is not easy. Lot of times clients use wrong kind of keywords for generating leads. A wrong keyword research can cause big issue as you will keep wasting money on wrong keywords.
Optimising a landing page for lead generation is important. A company was running Google ads with a landing page that was not accepting form submission due to a bug, thus wasting money. You should know how to optimize landing pages besides the doing the basic health checks.
Wrong way to run lead generation campaign
Many clients use broad match on Google ads and waste a good amount of money on the ad campaign that sends irrelevant traffic to their website. They may not be aware that for then to generate leads it is important to generate relevant traffic. Just any visitor may not fit the profile of your client.
How to effectively generate leads online
You will not regret using the below effective ways to generate leads in the digital world.
Chose the right platform
For any company selling a consumer product, Facebook and Instagram can be more effective. For a company selling its B2B service, Google Ads delivers better ROI. Though there is not any set formula. However, you should stop waste of money on Instagram if you are offering software development service. You may market your product there but you cannot expect the right kind of returns in terms of leads.
Right way to run ad campaign
If you are using Google Ads, first of all, do keywords analysis and find the keywords that are highly trafficked but at the same time are relevant for your business. If you are selling used car engine then do not run Google ads campaign on a keyword like “engines” as you may get lot of traffic but no sales or leads.
The ad copy should be written well with important keywords appearing in both title and description of the ad copy in Google ads. If you have written your ad copy badly then Google ads will not perform and then the cost per click you pay for Google ad will be much higher.
What to do on a landing page
An Australian company came to us to optimize their ad campaign. We realized they had just one form for submission at the bottom of the page. After we posted forms at 3 places on the landing page, including the top of the page, they saw 5 times increase in leads with the same ad budget.
You should create an easy to scroll landing page that informs users about your services. The user should get an idea about the features of your services. The call to action, whether it is call now button or form for submission, should be added at multiple places of the page.
How to do SEO effectively
Most of the companies feel that SEO is easy and the leads generated there is “free”. But this is a misconception. You will need to work on the SEO for months to see any result. It’s also a long term strategy. SEO is like farming while a paid campaign is like hunting.
The right way to do SEO is to create useful pages on your website that give value to visitors. Of course you have to follow all best practices of on-site SEO, recommended by Google. Then you should post relevant and engaging content on your website for visitors. If you keep generating fresh and original content for your website continuously then it will be good in the eyes of search engines. Interestingly, Google never recommended doing off-page SEO, still most companies to that to increase ranking of their website. However, it is tricky as any major Google update can impact your traffic. Even if you decide to do link building, make sure that most of the marketing is via content rather than just backlink creation. If you decide to do link building focus on quality rather than quantity. A good quality backlink is more effective that hundreds of low quality backlinks.
As we have helped a large number of companies generate leads, please feel free to get in touch with us if you need any help!
