The Problem with Outbound Methods
More and more businesses are turning to digital marketing to generate leads as traditional outbound methods like cold calling, email blasts (not to be confused with email marketing), print ads, etc. are proving to be expensive, time consuming and difficult. According to a study by HubSpot, only 16% of marketers say outbound practices provide the highest quality leads for sales. The main reason for such a behavior is targeting people without understanding their interests.
On the other hand, leads generated through digital marketing are easier to nurture and close as they are the ones who started the conversation instead of you interrupting and forcing them to buy and stop by your content. You can engage better with those leads through personalized online campaigns.
Personalized Approach to Generate Leads
Generating leads through digital marketing includes creating and marketing content that solves problems of people and enrich them with what they want. The most common forms of online content are blog posts, ebook guides, reports, whitepapers, landing pages, images, infographics, emails and social media updates.
Creating content is only half the process. Marketing and distribution of content is equally important. The efforts of creating content will be wasted if it is not marketed well. Marketing can be organic as well as paid.
Organic methods of promoting content:
- Optimizing content to rank in search engines
- Promoting content through guest blogging
- Sharing content on social media channels and email
- Approaching influencers to share the content
- Getting people to link to your content
Paid methods of promoting content:
- Paid search campaigns (PPC) on Google Adwords and Bing
- Paid campaigns on Facebook, Twitter and LinkedIn
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