How to Generate Leads Online

Is your company stagnant during the holiday season due to your vertical or business type?  Common slow downs happen this time of the year and it is important to recognize the seasonal shifts.  So how can you combat the seasonal roller coaster?

I recommend branding and driving website traffic during the valleys as you can then have an ever-green re-targeting strategy to make the peaks even higher than usual.  There are a couple great marketing channels for driving traffic with very low costs.

• Google Display ads: Google allows you to place image ads with text on sites that your target consumers or business partners may be searching.  I have utilized this on the real estate side personally and extensively for clients in the past to achieve massive website traffic.  Most recently I was getting $.26 cost per click to my real estate website and even converted a lead into a listing which is expected to close at the beginning of 2019.  Investing $700 into your business to receive a $7000 check is always a strong ROI and it will be reinvested back into my business to do it all over again.
  • Target in-market audiences relevant to your business: housing, homes for sale, new construction, etc.
  • Target custom audiences: already received numerous traffic/leads via your website?  This is a great tool as Google utilizes their data points to bucket their users’ online activity.
• Facebook traffic ads: Facebook has some similar targeting to Google, but utilize their own platform in targeting.  Facebook’s detailed targeting is similar to Google’s in-market audiences in that you can target people that have interest in a certain activity (such as home design or house hunting).  When possible it is always advised to utilize relevant targets as to not waste money on irrelevant ads.  This way you can create targeted copy, images, and landing pages helping your relevancy score and keeping costs low.
  • You now have audiences that are highly relevant for your business that should convert, if not now, then in the coming weeks/months, and will allow you to bucket your traffic as covered below.  This makes it hard to fail or lose money in any season of your business.

Utilize re-targeting strategies to continue to stay top of mind and convert website and Facebook traffic.  Once you have these lists of specific audiences in place you can “bucket” your traffic into different categories to figure out which ones are driving your KPI’s.  If you are an e-commerce site selling tools online you can create the buckets below.  Set these up based on your URL structure that makes the most sense.  It takes a thorough knowledge of your consumer journey and check out process, so don’t rush through these.

• Website Visitors – anyone that comes to your website.  If you aren’t getting eyeballs to your business, they can’t convert.  So always drive traffic with intent to convert.
• Website Visitors – Similar Audiences.
• Abandoned Cart – people often put an item in their cart to purchase, but get distracted with life or want to come back and check out later.  This is low-hanging fruit to capture and is important to convert as people often get busy and distracted.
• Abandoned Cart – Similar Audiences.
• Website Converters – typically land on a thank you or confirmation page.  It is very important to re-target these as they have shown they have bought and should be likely to purchase again.
• Website Converters – Similar Audiences.

Once these traffic and re-targeting campaigns/lists are set up you are sure to weather the seasons of your business and increase sales.  Please reach out if you need any help implementing this in your business or need consulting help.  I am currently taking on clients to help you and your business live its best life!

Your path to business success.