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Why Isn’t My Website Generating Leads?

Written By : Clifford Blodgett

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5 Steps to Online Lead Generation

Generating leads online may be one of the toughest, most labor-intensive tasks in marketing. Yet, lead generation is likely your primary goal and the main reason you’ve decided to develop an online marketing strategy. If you aren’t satisfied with the amount of lead generation you’ve accomplished, check out the following five steps and tweak your strategy until it’s perfect.

CRM ConceptStep One: Drive traffic to your website. Obviously, you may never generate leads if no one is going to your website. There are three ways to drive traffic your way:

  • Buy advertising space on search engines. This can be expensive, but it’s the fastest and most consistent way to get exposure on the search engines.
  • Perform monthly SEO work on your website to increase organic search rankings. This can take around six to twelve months, so if you’ve just started out in online marketing remember to be patient. If you’ve already been at this for a while, you might need to examine your SEO strategy and make adjustments.
  • Identify your intended audience, and figure out the type of content they want to read, listen to, watch, and share. Produce that type of content on a regular basis, preferably once per week, and share it on social media. As your audience clicks through to read your blogs or watch your videos, quality content encourages them to come back regularly.

Step Two: Create a compelling offer. When you offer website viewers something worthwhile, the leads will identify themselves! First, develop something of value; it might be a video seminar, information on Social Security, or other content  your audience would want. Then, offer your audience this content in exchange for their information via a contact form.

Hint: The more information you ask them to provide, the less likely they are to fill out the contact form. Keep it simple and non-threatening by asking for name and email only.

Step Three: Be obvious, yet subtle. Remember that with online marketing, the consumer is in control. The choices you make when creating website content can entertain and inform your viewers, or turn them off and cause them to click away. Focus on providing valuable content and building rapport with your audience, rather than pushing hard for lead generation. Most viewers won’t be willing to hand over their contact information until you’ve established credibility and shown your reliable.

Step Four: Repeat Step One over, and over, and over, and…

Step Five: Change up your Step Two offer every four to six months, or as often as needed. Different offers may appeal to different people, so changing it up can broaden your efforts… and your results.

Still have questions or need help?  Give us a call and talk with our experts.

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Filed under: Financial Advisor Marketing

Written By :

Clifford Blodgett is the Director of Digital Marketing and Demand Generation at Creative One. He is integral in financial advisor interactive communications strategies, website management, social media, content marketing , and overall demand generation.

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