Lead generation is the ultimate goal of most business to business (B2B) search engine campaigns. While it’s possible to make money by getting users to see your website, the end result of any concerted SEO campaign should be to be discovered organically by clients with whom you can do business. You also want to stand out as a thought leader in your field and increase the number of qualified leads your web presence generates.
However, it’s important to understand that unlike online advertising, lead creation takes multiple points of contact. It usually takes at least a dozen interactions or points of contact before a customer is ready to make a purchase. Additionally, HubSpot reports that 75 percent of users never scroll past the first page. Therefore, marketers need to consolidate client attention in the first set of results.
Using multi-channel efforts to secure leads is one way to do this. While a website and its landing pages should be square one for contact with potential clients, the use of Facebook, Twitter and other social networks can help a business find your organization on the first page of results for specific keywords enough times to be converted into a bona fide lead.
Another method involves increasing a website’s appeal. When a blog or news feed is filled with informative, timely entries, it’s easy to make the proper lead conversion. Bear in mind that these methods can be used in tandem, but each requires focus and expertise in different areas. Multi-channel activities need to be coordinated across multiple platforms, while website appeal should be closely aligned with SEO efforts.