Why Your Lead Generation is Missing the Mark (And How You Can Fix It)

digital marketing discussionYour Delaware Valley, Maryland, or Southern Pennsylvania business might be missing the mark when it comes to lead generation. Today’s consumer has taken control of their buying process. Instead of waiting to hear from your business, they are searching for your business first. If your business relies on a constant stream of new clients, then lead generation is a crucial part of your business’s growth and survival. And, if your strategy doesn’t help the customer find you, then it needs a revamp.

Here’s how you can fix your lead generation strategy and create a line to your business:

1. Radio gets the search started.

Nielsen’s 2016 Comparable Metrics Report confirms that 93% of all adult consumers listen to the radio on a weekly basis, more than they engage with TV or their smartphones. That means your customers are out there, and radio might be the way for them to find you.

Radio’s greatest value is inspiring consumer actions. Maybe a radio advertisement reminds them they need to find a realtor or they want to get their home landscaped. Either way, radio is a powerful tool to use to build brand and solution awareness. If the advertisement is relevant to the buyer, it will stick in their minds until they begin their search for more and stumble upon your business.

With radio’s exceptional target ability, your business can target the right customer in your area. In fact, DBCi works directly with nine radio stations covering Delaware, Maryland, South Jersey and Southern Pennsylvania. With our expertise in all things radio, we can connect your business to radio to increase leads and improve your lead generation strategy. Radio is just the starting point to helping customers find you. Having a strong search engine ranking is the next step.

2. Put a strong focus on SEOGroup working on computer for leads..

Most of the consumers today start their searches for the services they need online. As a result, effective lead generation involves making your practice visible online right away.

If your local business comes up first on search engine results, it has a big advantage over big-name competitors. Buyers will find your business ahead of competitors on online platforms through search engine optimization or SEO. SEO determines where your website shows up in search results. To rank at the top of search engines like Google, Yelp, or Bing, your business needs to understand long tail and short tail keywords, discussed next.

3. Use keywords and SEM to your advantage to find local traffic.

Under Search Engine Marketing (SEM), which includes paid search, there’s a strategy known as long tail keywords and short tail keywords. Long tail keywords are more detailed and geographically focused, such as “Delaware Valley Dentist.” Using a short tail keyword would be just using “Dentist.” It can be challenging to achieve high organic rankings for short tail terms, so using keywords that are more specific is key.

By focusing on long tail keywords as part of your strategy, you can achieve a more desirable position while targeting the right people and keeping cost down.

Another powerful way to get attention on search engines is through Dynamic PPC or pay-per-click ads. Dynamic PPC allows you to buy search engine ads, paying based on the number of clicks to your site, instead of relying on the search engine to rank your site listing. Using Dynamic PPC, your local business can be super targeted about which ads show up on search engines.

DBCi is the place to turn to for SEM and Dynamic PPC. We have the tools and insights to help your lead generation strategy bring a constant funnel of customers to your store.

4. Create a positive mobile experience for potential buyers.

More than 50 percent of Google searches take place on some sort of mobile device. If your business doesn’t have a mobile responsive website, mobile buyers may not be willing to interact with your site and move on to your competitor.

Users don’t want to fool around with zooming and shrinking the text or images on screen to see your business’s vital information, like shop hours or address. With a responsive design, all of the content automatically adjusts to the screen of the device. This makes it easier and more convenient for users to read and navigate your site. In fact, 85 percent of consumers believe that a mobile site must be as good, if not better than, a desktop site.

Have a site that stands out on mobile and desktop devices. It’ll make the difference.

5. Find new leads when buyers need your services.

Stay ahead of the competition by connecting to buyers when they need you. Here’s the way to skip waiting for customers to search for your services. Use geofencing to lead those buyers straight to your door.

Maybe you’ve heard of geofencing before. Here’s how it works: Each mobile device is similar to a tracking device, using GPS, Wi-Fi, and radio frequency to give off its individual location. Geo-fencing sends mobile ads to the virtual fenced market area to connect and communicate with mobile users once they enter a geo-fenced region. Geo-fencing lets your service reach buyers nearby at the right time, in the right place, with the right message.

Business moving forward finding leads.Let’s say your landscaping service is trying to attract new clients. Instead of using direct mail postcards to cover entire neighborhoods, geo-fencing allows you to target customers once they need your service. Once buyers enter say, a home center, you can send out display ads to websites and mobile apps with offers for your landscaping service. Once the buyer realizes they have a need, your business can deliver a solution instantly through geo-fencing.

DBCi understands the ways geofencing could help your business, and even figure out what the messages should say. We can incorporate geofencing into your lead generation strategy to have buyers find you when they are in the market.

Stop searching for leads, let the leads find you.

Finding a constant stream of new customers can be tricky with the big-name competition. With some touch-ups to your business’s lead generation strategy, customers can find you. DBCi can help change your marketing to better fit with customers’ buying processes. To find out how to get buyers to find you, contact us today for a consultation.

Inbound Marketing to Replace the Cold Call

Inbound Marketing

Inbound marketing is the effort of creating quality content meant to attract, inform and delight your audience and potential sales prospects. With the rise & noted success of inbound marketing, many businesses and industries alike are questioning their traditional sales approaches.

“The cold call is flawed in the assumption it carries that everyone is an active buyer.” – Derek Miller, Entrepreneur Magazine

Think about it, we do everything online. Shopping, research, networking, you name it. And it, is available via desktop, tablet or mobile. Inbound marketing works to help drive that much needed traffic to your blog, social media or website to gather information; or (gasp!), even make that conversion you’re seeking.

However, inbound alone is not necessarily the best approach according to Derek Miller a contributor for Entrepreneur magazine, and I agree. According to Miller, “Sales teams are more outbound oriented. But let me clarify that a sales team is not dispensable or useless. In fact, I think the sales department is a necessary complement for inbound marketing to reach its full potential.” Outbound sales are certainly valuable, and when coupled with an inbound approach you not only work to establish your brand but to help drive sales both on and off-line.

The traditional sales tactics of cold calling and giving someone your ‘pitch’ may not work in today’s market. As Miller points out prospects like to arrive at a decision on their own. Inbound marketing helps buyers get to tInbound Marketinghis point by keeping in mind that every potential prospect is at a different point in the buyer’s journey.

This journey consists of 3 key stages:

  • Awareness
  • Consideration
  • Decision

Tailored content both on and off site (think social media, email, blogging) can help to bring your services, products and other useful information to the forefront of a prospects mind depending on their stage of the journey. Just remember to follow the 80/20 rule:

  • 80% of your content should be interesting and helpful to your audience
  • 20% of your content should be promotional

A HubSpot study showed that 54 percent more leads are created through inbound versus outbound practices and at a cost of 62 percent less per lead! 

Who doesn’t want an opportunity to gain more business and save a little money in the effort?

If you’re looking to revamp your marketing approach let DBCi help you reach your target prospects where they spend their time… online!

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