To generate leads, we need Interactive Marketing concepts to make it work.  Just as in sales, we want to build a funnel of suspects, prospects and qualified leads. 

A lot of small business owners do this unconsciously in real life.  When we break it down as to how the most successful of sales people do it, there are many factors which need to be met in order to be successful at lead generation.

Here are some of the them:

• a lot of targeted website visitors or sales suspects
• qualifying the visitors to determine which people are actual prospects
• an action plan which leads people to buying

To get started, assess your lead qualification process.

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Get a Lot of Targeted Website Traffic

Filling our funnel from the top, we need a lot of suspects.  And, we need them to be targeted website visitors.  To do this online is often 2 separate tasks. 

To get the best targeted visitor traffic, we need to have a top ranking on the search engines.  To get a top ranking on the search engine results page for the correct keyword phrase, we need to meet a number of criteria:

• a lot of website traffic, period
• a lot of high quality content to attract visitors
• ongoing engagement, attraction & community building / retention

Using a holistic approach to online marketing funnel, we maximize the use of the techniques available to us to attract and engage people.

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Content Marketing

This is a top priority for all of us.  Yes, it means blogging along with videos, promotions and much more.  High quality content which both attracts and engages the reader is important.  Alone, you may not feel as if you can come up with topics for years and years, but together with a team who knows how to find relevant topics while working with you on expressing your brand, we can develop an ongoing program.

Content marketing is a talent with a slightly different focus to developing unique value propositions & taglines.  While we leverage these concepts in developing regular high quality content, it takes unique creativity to develop monthly topics month after month and year after year.

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Social Media Awareness

There is both planned communication and impromptu communication from any business. 

On any given day, any of us may find relevant news topics about our industry.  We may want to tweet or re-tweet about it with our perspective on the topic.  This would be an informal / impromptu communication item for our business which we would promote via social media.

On the other hand, our content marketing is planned communications where we are blogging, video-blogging or writing new pages for our website and promoting this in-depth content or expertise via social media.

Social media is important but without the substance of high quality content to follow it up, it doesn’t provide the full impact that we seek to attract and engage the right people or prospects.

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Email Newsletter Campaigns

People who join our email mailing lists are our most loyal following.  Often, they are our customers who want to receive ongoing promotions, rewards and understanding of how to more fully leverage our products and services.

A lot of people over look the value of taking time to develop this list.  When used properly, the people on our email newsletter list are our most valuable followers.  They are most often our customers or business partners or resellers.  But, they can often be prospects who are ready to buy.

When people are on our email mailing list, they not only click through to our website regularly but they also learn more about our business and become educated customers.  Almost all of us can agree that educated buyers are typically our best customers.

And, our most loyal customers also contribute to ongoing website traffic, top search engine rankings and referral lead generation.  Since our email newsletters typically talk with our most loyal clients, we all need to take time to work our email lists.

It’s not just about customer acquisition but customer retention as well.

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