Are you looking for a cost-effective way of targeting quality leads for your business?
Content marketing, according to general statistics, costs 62 percent less than traditional methods of marketing.
What do you do each time you are faced with a question, choice, or problem you need to find quick answers to?
You ‘Google’ it!
It is not surprising that most people do this - including CEOs of financial institutions, realtors, and healthcare practitioners. Hence the need to create an online presence for your business on Google.
The best strategies for building this presence are Search Engine Optimization (SEO) and content marketing.
Lead generation is crucial to the success of every business. As a CEO or chief marketing officer (CMO), you can either depend on your high-quality content to generate leads and boost your business’ ROI or you depend on SEO.
Although SEO has been made to sound like a very complex subject, this article will simplify it for you. By the time you get to the end of this article, you will understand the concept of SEO and how it works hand-in-hand with content marketing to generate the highest quality leads for businesses in 2021.
Want to discover the latest trends in lead generation using SEO and content marketing in 2021?
Keep on reading!
A Breakdown of the SEO Concept
The focus of SEO is expanding the visibility of a company in organic search results. It plays a major role in helping businesses to rank higher in Search Engine Result Pages (SERPs), which will, in turn, drive more traffic to the website and increase the chances of getting more conversions.
The SEO strategy ensures that people find your site whenever they search for any category of your products or services.
SEO, in a nutshell, drives rankings and visibility. Rankings are used by search engines to determine the exact position to place a webpage in SERPs; while visibility has to do with a domain’s prominence in SERPs. Higher visibility means a more prominent domain in SERPs, while lower visibility means your domain is not visible enough for relevant searches.
The major objectives of SEO are traffic and conversions, which are delivered through rankings and visibility. Therefore, if you want to increase traffic and conversions for your business, it is about time you started using SEO.
The Role of SEO in Driving the Highest Quality Leads and Improve ROI in 2021
Simply put, SEO involves editing several areas of your website and adjusting them to make them visible in search engines. If your website is properly optimized, you will not have any problem showing up on the first page of search engines when prospective customers search the internet for anything that relates to your business.
SEO works hand-in-hand with lead generation to ensure that you are often found on the first page of search engines, which will in turn increase the likelihood of your dream customers finding your business and interacting with you.
With SEO, you can easily attract your dream clients, convert them, boost your ROI, and keep thriving. This means that your rank will increase in the result pages of search engines, thereby exposing your brand to be easily found by potential customers, increasing your clicks, boosting site traffic, and improving your sales.
Implementing an effective SEO strategy will get you the right customers exactly where you need them to be.
4 Important Questions to Ask When Using SEO for Lead Generation
Are you considering using SEO to generate leads?
If you are, you must pause and ask yourself these 4 crucial questions first:
- What type of leads do you want?
When generating high-quality leads with SEO, it is important to find out who your dream leads are. Being very specific will position you better to target your potential customers. If, for example, you want to sell books to students, you have to be less vague.
What kind of students are you targeting? High school or college students? Part-time or full-time students?
By acquainting yourself with your dream leads, you will find it easier to craft long-tail keywords that will attract your target market. A longer keyword tail will make it easier for you to specify who your target market is. Although this may not get you numerous search traffic, it will get you to target leads that will likely do business with you.
- How will you speak to your leads?
After getting to know who your dream leads are, it is important to know what to say to them. To do this, you will have to develop eye-catching content that will speak directly to the needs of your target audience.
You don’t have to go through the process of creating a website for these target leads. With just a section of your website dedicated to them, you can drive the highest quality leads.
So, creating a landing page specifically for dream leads can also serve for your online advertising campaigns. When they visit these landing pages, they will be included in your sales funnel and you can convert them by persuading them to buy your products or services.
- In what ways can you engage your dream leads?
One of the major aspects of SEO with regard to lead generation involves engaging prospective customers in meaningful conversations.
What does this entail?
There are different ways to do this. One of such ways is by using social media. Identify the social networks your target audience prefers and create a presence on that network so that you can have a good rapport with your prospective customers. If, for example, your target customers often use Instagram, make yourself available on Instagram. If they prefer videos, create a YouTube channel. By getting closer to their comfort zones, you will be encouraging potential customers to build trust in your brand.
Having loyal customers is crucial to the growth of your brand. Take time to create very useful content and encourage your followers to like, comment, and/or share your content across the same or other social media platforms.
This will go a long way in broadening your reach and attracting the highest quality leads to your site for conversion.
Starting a blog is another brilliant way of engaging prospective and existing customers. Your blog is a great place to post fresh and educational content regularly. If you write your blog post properly, it will offer a lot of value to readers and will attract more visitors.
You can go a step further by enabling comments so that you can converse with active readers, answer questions, and share ideas publicly.
- What is your game plan for converting your dream leads to loyal customers?
SEO doesn’t just stop at generating leads; it also does a great job of converting them.
So, now that you have succeeded in attracting your dream leads to your site, what’s next?
The next step is to funnel the leads towards your products or services using “calls to action.” The key here is to place them strategically in your blog posts, social media posts, or other channels. Note that you can choose to make your calls to action soft or strong.
The Role of Content Marketing in Driving the Highest Quality Leads and Improve ROI in 2021
Content marketing plays a vital role in growing both small and big brands alike. Companies in need of more visibility and value for customers are investing more in content marketing strategies to drive sales.
How can your business use content marketing to drive sales and increase ROI?
Read on to discover some very helpful ways your company can use content marketing to achieve greater levels of success this year:
- Increase site traffic
Attracting website traffic helps to create awareness and is crucial to content marketing. Today, consumers search for all manner of products and services online. Some of their searches are more direct and may include, “shoes for newborn baby girls” or “Panasonic blender retailers near me.”
If, for example, you sell shoes for newborn baby girls and you create high-quality content with the keywords “shoes for newborn baby girls,” then you are likely to get a customer right there.
The idea behind this is to create relevant content and optimize your site with keywords that your dream target audience often searches for. This will help to increase your chances of having a higher ranking in Google’s search results. There are many websites you can visit for keyword-level tracking that is relevant to your business.
- Create a Landing Page
So, after attracting relevant traffic to your website, what’s next?
Do you have a great landing page waiting?
If potential customers find themselves on your page, will they find it boring, empty, irrelevant, and uninteresting?
Would you patronize yourself if you landed on your page unknowingly?
Creating a landing page that has a perfect look is key to attracting more customers and keeping them engaged. Making your landing page beautiful and colorful shouldn’t be aimed at just attracting potential customers; rather, it should also convert them into the highest quality leads.
What are the things to keep in mind when creating the best landing page?
- Make your headline very compelling
- It should be visually appealing
- Easy to use and navigate
- Use bullet points
- Include testimonials
- Add call-to-action
A landing page with a high conversion rate could be all you need to boost sales through content marketing.
- Organic traffic
Your focus as a content marketer should be to write good, relevant content that will improve the site’s SEO rankings. Of all the different ways you can increase your ranking in Google search results, high-quality content is still one of the best.
To increase your organic website traffic and increase sales, you need to write high-quality content and include relevant keywords. Very engaging content will attract more visitors.
Focusing on organic traffic holds a lot of potential for generating the best leads and converting them. Most searchers would click on organic content instead of paid ads.
Here are some things you could do to boost organic traffic:
- Create relevant content
- Interlink relevant posts
- Incorporate alt tags
- Include high-ranking keywords
- Regularly update your web content
- Lead conversion
What is your main aim of creating content for your marketing strategy?
If it is sales you want to drive, then you have to improve your website ranking. Every customer has different needs, and you have to meet those needs if you want to convert leads.
But how can you achieve this?
- Address a query: Create high-quality content addressing a particular query. The content should provide general information on a relevant subject matter.
- Narrow it down: Within your content, consider addressing specific queries or questions that potential visitors are likely to have. Give exact details and provide visitors with the actual information that brought them to your website in the first place.
- Provide a call-to-action: Call-to-action may come in the form of a contact form which you may ask visitors to fill or a button nudging them to take necessary action.
How to Implement a Winning SEO Content Marketing Strategy
SEO and content marketing are inseparable. Good content forms the center of an SEO. No matter the advanced optimizations and backlinks you buy, you will not excel at SEO if you create and publish low-quality content.
Therefore, as a financial advisor, it is in your best interest to integrate both strategies to get organic traffic, generate leads, and convert the leads into sales.
Take these steps to implement your content marketing strategies and also optimize your content for SEO:
- Define the objectives of your content marketing
- Keyword research
- Topic research
- Plan your content
- Develop your content
- Promote your content and build backlinks
- Evaluate, re-optimize, and leverage content
I’m Sold. Now What?
Let’s draw some inspiration from Mike Trout, an American professional baseball center fielder (LAA and MLB), who once said, “If you work hard enough to achieve your goal, you will someday achieve it.”
Driving the highest quality leads in 2021 is possible, although it takes a lot of time and effort.
If you are the CMO of a financial institution or into real estate and you want to convert your dream leads but lack the time and/or expertise to do so yourself, Flying V Group is a super talented team of digital marketing experts who have succeeded in growing hundreds of businesses over the years.
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Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.