Getting leads is one hurdle that every business has to overcome, but engaging them and allowing them to interact with you and your company is a whole other challenge. Companies may be able to generate leads, but how can they retain them? Simple: through engagement. But engaging with your leads is easier said than done.
What is Lead Engagement?
Once you’ve generated one lead, the whole purpose of having that lead is to nurture them to the point of them making a purchase. The best and perhaps only way to do this is to make sure that you engage your lead. Lead engagement is all about allowing your leads to get to know you and your company through a number of different media sources. You may choose to do this through text, or video marketing, or through blogs or social media. All of the above are examples of what can be effective methods of lead engagement.
Lead Engagement and Search Engine Optimisation
Not only does successful lead engagement mean higher conversion rates and brand loyalty, but it also means a fantastic boost in the search engines. Think about it: let’s say you create a fantastic blog post and then put a link for it up on your Twitter account. That link may then be retweeted by one or two followers, which may then be picked up by another one or two of their followers, and then it may be referenced on a blog or a website, and so on and so on. Not only is the link to your blog or website getting a lot of exposure, but you can also be picking up some invaluable backlinks that will further help propel your site ahead of the competition in search engines like Google and Bing.
How can you Implement Successful Lead Engagement?
When it comes to lead engagement, you want to make sure that you offer a host of different types of media for leads to choose from. Not every lead likes text, just as not every lead likes videos or infographs. By providing a good mix of both text and rich media, you’re ensuring that you’re satisfying the learning and purchasing desires of every lead that’s coming through to your site.
The first and most important part to your engagement puzzle begins with a blog. Blogs are important for a number of reasons:
- Having a blog that you update regularly will give your website a huge boost in the search engines (if your blog is optimised correctly)
- Blogs build up your brand’s credibility, and make you more trustworthy
- Blogs can turn you into an expert in your niche or industry, and people love to buy things that are endorsed by the pros
Blogs also allow people to get to know the “real you”. They give your company a human voice and allow you to really brand your company by giving it a voice.
Video marketing is becoming increasingly imperative for companies to have on their website. Not only do people generally prefer watching videos over reading paragraph after paragraph of text, but there is also evidence that having videos on your website will help you rank higher in the search engines than websites that don’t have any video marketing whatsoever.
Nothing will allow you to truly engage with your visitors, leads and customers more than social media. Not only do sites like Facebook and Twitter allow you to share information about your company, but they also allow you to ask for opinions, respond to queries, and answer any concerns that people may have about your brand, your products, or your services. Having accounts on all social media networks can also increase your company’s exposure on the web through SEO, and the best thing is that having an account on almost every social media network is absolutely free!
How to Create Engaging Content
The best place to start to look at what you need to do to create engaging content is to head straight to your competitors’ websites. Really focus on who is at the top in your industry and see what sort of articles, blogs, and other content they’re publishing is. It’s also a good idea to follow them on Twitter and see what sort of information they’re tweeting, to see what sort of information they’re sharing on Facebook, and to add them to your LinkedIn account to see what other businesses they interact with and how.
TIP: Make sure that you use your social networking accounts to also reach out and ask for the opinions of other experts and thought leaders in your niche as well.
The next step is to test what you’ve created. Though it can be pretty hard to “measure” engagement, use your analytical tools to see just how long people are spending on what pages and in engaging with what media. Follow their steps through your website, from how they got there (direct URL? PPC? Social media links?) to how they exited the site. Continually tweak what you’ve come up with until you find a method (or two or three) that works with your leads and run with it.
It’s important, however, to continually change up the content that you have on your site, as well as the offers, in order to keep your leads and customers engaged. Nothing’s worse than visiting an old, stale website, and nothing will cause you to lose leads and customers faster. Take a chance from time to time to really do something different and see how your visitors respond. If it fails, toss it. If it’s a success, you’ll see your competition racing to copy you.