The 9 Digital Marketing Techniques To Generate More Leads For Your Business

Digital Marketing

Introduction

Digital Marketing is increasingly acquiring a very important space in the marketing strategy of marketers. With people spending more and more of their awake time in virtual space, digital marketing has huge potential to create demand for businesses. Spreading awareness about brands helps in reaching new audiences and this is achieved via demand generation techniques. Demand generation ultimately facilitates revenue by getting new leads.  It is, thus, imperative to understand the techniques that are essential for generating demand via digital marketing mode and focusing on those techniques. Let us look at these techniques in some detail.

Demand Generation techniques

1. Content marketing

The quality of the content of digital marketing can play a decisive role in demand generation and subsequently lead generation. The content has to be such that it first makes the potential customers realize their pain point. Then it has to inform the potential customer that a product or service exists to cater to that pain point. Subsequently, the content may pitch for a particular brand or label, sighting its’ advantage when compared to other similar products/labels. The content also has to be wholesome so that it hand holds the potential interests in their journey to becoming actual customers. Blogging is one of the ways through which brands gain visibility on the internet by educating consumers about their industry or field. This makes consumers have liking towards a certain brand because of their powerful content and thus, translate into leads.

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2. Search Engine Optimization (SEO)

Having discussed the importance of quality digital content, it is pertinent to mention that the content, no matter how good, will get a decent quantum of clicks/reads/traffic only if it features amongst the top search results. Businesses have realized the importance of featuring on the first page as close as possible to the top in the Search Engine results page (SERP). Thus, they have started investing in the tools of SEO, while at the same time trying to decipher the algorithm of popular search engines. The ROI of SEO is not only easy to quantify, but it is very high also. No wonder most of the Fortune 500 companies are investing or plan to make investments in SEO as part of their long-term strategy. Having said that, the matter of fact is that at present SEO is an under-invested technique.

Search Engine Optimization

3. Affiliate Marketing

It is a type of digital marketing tool in which a business rewards/remunerates another business or company for each visitor or customer brought to it by the latter business. This technique is relevant for businesses that target similar potential buyers. For example, a digital furniture business may be an affiliate marketing partner for a business selling mattresses and other products such as cushions, curtains, etc. Such a strategy is a symbiotic economic relationship for both companies.

4. Organic content on social media

Most businesses have active organic social campaigns. Having customer/product/brand communities on social media websites such as Facebook, LinkedIn, Instagram creates a loyal customer base, as well as generates interest among prospects who fit in the customer profile. The brands’ presence helps in engaging prospects by making them aware of their products and services which could ultimately translate to leads in the future.

Social Media

5. Paid content on social media

Apart from organic engagement, brands also float paid advertisements on social media. Facebook and Instagram show ads, Twitter shows promoted tweets and LinkedIn shows sponsored posts on users’ pages. This helps brands in getting engagement from prospects.

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6. Cost per click (CPC) advertising

CPC is a digital marketing revenue model through which brands pay a predetermined cost for every click on an ad posted on any website. The following tools come under CPC:

  • Paid search: Ads are posted under sponsored listings of a search engine or any website. Advertisers are required to pay for every click on their ads on the search engine results pages. Brands bid for their ad placement when a customer searches for their requirements on the internet.
  • Display: These are like banner ads which are posted on either social media or websites. The ads are shown on an image and clicking on the image takes the consumer to the corresponding promotion page. They are generally more interactive than the regular text ads due to the use of animation.
  • Retargeting: It is a type of advertising which targets consumers who have viewed a particular website or product. These ads are placed using cookies in the viewer’s browser. The brand advertises to the targeted audience who are very close to buying their products online.
  • Shopping ads by Google AdWords: These are based on the CPC model which means that the company pays a standard rate for every click on their ad. These ads are in the form of sponsored link and appear in a visual format. Shopping ads display product’s photo, price and store name. Consumers get a clear picture about the product before clicking the ad, thereby facilitating brands get more qualified leads.

7. Live/virtual events

Live events help brands network with other companies in their industry and share knowledge with each other. B2B marketers rely on such events to spread awareness and build their pipeline. These events are now being conducted virtually due to the pandemic thus, enabling them to achieve global engagement.

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8. Influencer marketing

Brands partner with social media influencers who have a large following and can promote their products to them. Influencers, who have an authentic and genuine relationship with their followers, are able to generate demand because of the trust they have built over time. Hence, brands collaborate with influencers to harp on the relationship with their audience.

Influencer Marketing

9. Account based marketing

It is a B2B marketing approach under which sales and marketing teams are aligned with each other in order to target engagement with high-value accounts. In contrast to engaging with a large number of companies, this approach focuses on those prospects which have the capability to generate high ROI.

Conclusion

As digital marketing is evolving constantly with time, it is very important to keep up with the prevailing trends. The above tools can help brands to create awareness to generate demand for their offerings and thereby achieve qualified leads.

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