Recently, Anvil Media and Act-On Software presented a webinar titled Lead Generation and Lead Nurturing. During this webinar Anvil Media’s Nick Footer and Act-On Software’s Jeff Linton discussed the important role website traffic and marketing automation play in generating and nurturing leads.
Driving Traffic: The Importance of Keywords
During the first portion of the presentation, Nick Footer addressed how to drive traffic to your website organically with paid search, and using social media.
To begin, Footer discussed how keywords play an important role in driving both paid and organic search. Keywords are important, because they are often how potential customers discover your company’s website. Identifying keywords is an important part of optimizing your website for search (search engine optimization—SEO), making the most of paid opportunities and even utilizing social media.
Driving Conversions: Using SEO, Paid Search and Social Media to Drive Traffic
Footer also explained how each of these tools—SEO, paid search, and social media—plays a role in driving traffic to a company website.
- SEO– Leaving out SEO leaves out a large opportunity for your business. When evaluating website SEO, Footer said that Anvil Media always considers the following criteria:
- Content – Content includes everything from blogs and whitepapers to videos and webinars. Keyword-rich content is important because it gives search engines a better idea of what’s happening on your company’s website.
- Code – It’s important to use the appropriate code so that search engines can easily read your website. The more easily they can read your website, the more pages will be indexed, meaning your site will move up in rankings. Higher rankings in search will help increase traffic website traffic which can, in turn, increase leads.
- Credibility (for SEO) – Each site that links to your site tells the search engine that your site must be useful and important. This helps to build credibility.
- Paid Search – Paid search provides another way for marketers to target potential customers. As Footer explained, using appropriate keywords provides higher relevance for your ads. Footer also stressed the importance of making sure that landing pages are relevant and include keywords.
- Social Media– Footer described the value of social media in driving traffic to a company website and touched on the following social networks:
- Facebook – Provides opportunities to build prospect lists by sharing content people can see only after becoming a fan of your brand on Facebook. This practice is also known as “fan-gating.”
- Twitter – Provides a way to track what’s being said about your brand and interact with potential customers
- LinkedIn – Provides opportunities to develop thought leadership and foster collaboration
- YouTube – A cost-effective and informative way to engage customers and drive awareness
- Google+ – The fastest-growing search engine with the potential to impact search
Driving people to the site is the bottom line; once people are there you need to be able to convert them. That’s where marketing automation often plays a vital role.
Lead Generation and Scoring with Marketing Automation
During the second part of the webinar, Jeff Linton talked about how marketing automation contributes to lead generation and lead scoring by providing marketers an automated way to drive conversions, enabling more precision and higher volume.
Linton added that marketing automation helps align marketing and sales, by giving sales specific intelligence as to why marketing considers a certain person a good lead. Automation also makes marketing overall less complex and more effective, with less effort.
Linton provided five tips for using marketing automation for more effective lead generation and lead scoring, and to ultimately increase revenue:
- Develop Content
Make sure that your content is relevant to customers by always keeping the end in mind. The content you create should be able to solve specific issues faced by your customers and prospects.
- Keep Score
Keeping score is about understanding how you’re meeting the needs of your customers. Profile-based or behavior-based lead scoring is one strategy to help achieve this step.
- Manage Cadence and Progression
When it comes to lead nurturing it’s important to understand the timing—when, how much, and how often. Marketing automation provides a variety of tools including landing pages, email and gated information, but it’s important to make a plan for how to use these tools and track the conversions—how effective were your actions?
- Align Sales and Marketing
Working together as a sales and marketing team to decide and define “what is a lead” and to decide on goals will help increase the return on everyone’s investment. Deciding how to move from a marketing-qualified lead to a sales-qualified lead, and setting the appropriate triggers for sales to follow up based on marketing’s efforts, will help ensure quality leads for sales.
- Track, Measure, Refine and Repeat
After you’ve started using marketing automation to aid in lead generation, it’s important to evaluate what’s working and what’s not and refine your process accordingly. Marketing automation gives you the tools to convert, track and measure those results.
Ready to start using marketing automation to enhance your own lead generation and lead nurturing efforts? Lean more about Act-On Software by joining one of our weekly live demos or requesting a one-on-one demo.