Photo credit: The talented Zybnek Burival
Generating leads for ultra competitive industries can seem like a prohibitively expensive process. The reason is that for the last two decades brands have been stuck thinking that the only way to consistently generate inquiries is through high dollar Google Ads campaigns with the hope that over time and with enough investment they may be able to get organic visibility and direct traffic from branding.
It’s time for companies to break out of that cycle because there are evergreen and budget friendly ways to generate leads that diversify your marketing mix and improve your overall brand.
Here’s how to do it:
Build a Content Library
Content is king but brands often struggle from a lack of planning/organization or they develop content that is irrelevant, vague or doesn’t connect with their audience. A strong, well written, keyword optimized and interlinked content library that covers all stages of the buying cycle, customer needs, objections and features can generate a consistent volume of leads month in and month out.
Where to start:
The best part is that all the data you need to build a content machine is already out there.
Google Ads (Free): Their keyword tool is one of the most powerful business intelligence products on the market. You can literally see what people are searching for, how often they search, competition and other related queries.
AnswerThePublic (Free): This helpful tool scrapes Google Autocomplete data and organizes it by alphabetical, questions and prepositions and is a great way to develop taxonomies
SEMRush (Paid): This tool offers both of the above and pulls in additional keyword data that won’t be found in Google Ads. One important thing to note with Google Ads data is that it only shows keywords where an ad matched to it so you don’t get the full spectrum of long tail searches that SEMRush provides.
Your CRM/Sales Team (Free): The best place to source content is your closed deals. Often you can find all the objections that had to be overcome, all the obstacles for approval, all the other vendors that were part of the selection process. Lea
Google Trends (Free): If your business is seasonal, has a regional focus or is taking advantage of a new medium like NFTs then Google Trends is an incredible business tool.
Reddit (Free): Odds are your industry has its own subreddit(s) where your target audience is discussing questions, problems and solutions to what they’re encountering. Avoid spamming these discussions with self-promotion and instead focus on how to take common themes from the content and incorporating them into your content library
Quora (Free): The internet’s question database. Simply type in a keyword and find the most common questions or those with the most answers to uncover opportunity and points of confusion
Your customer’s search journey is so much more than a one or two word search phrase at the end of the funnel. They might go to 10-25 different places across multiple devices and channels and programmatic ad networks can help message your prospects throughout their journey.
Using lists, competitor sites/apps and other important customer attributes will help you get the best ROI from your campaigns and you can work with your programmatic provider to feed data back to their systems to help further hone in targets.
Where to Start:
There are a number of great programmatic networks and providers that can help guide your business from setup to final execution.
StackAdapt: They have a great dataset and offer a number of custom ad units that really make brands pop
Criteo: They have the best data of any network but their ad units are fairly generic. Perfect for service based businesses.
Airtory: They have an amazing ad builder that turns your static creative into engaging dynamic ads
Become an Industry Influencer
There are influencers in every industry and becoming one doesn’t mean having to do a catchy Tiktok dance or trying to make a video go viral. You can be an influencer by simply being a consistent source of quality information in the forums and mediums where it matters.
Where to Start:
Reddit and Quora should be the first places you being to establish a presence. What you’ll want to do is start involving yourself as often as you can in discussions relevant to your industry and most importantly you’ll want to give straightforward answers leveraging your experience while not being overly promotional.
Once you’ve taken 2-3 weeks to really involve yourself in these communities, it’s time to start leveraging video, specifically YouTube, Tiktok and Reels to rehash popular discussion topics (with your answers of course) and assert experience.
If you have a well defined audience, then we recommend boosting each post to that group to help with views and subscriber/follower counts and the key here is to consistently post rather than make 3 videos and call it a day.
For an added bonus, you’ll want to then blog about each video and tie to it existing relevant content or use it as the backbone for a strong well researched article.
Brands that do these 3 things will find themselves generating a consistent stream of inbound leads while putting there name out there at every step of the consumer journey.