There is nothing that we marketers love more than generating leads.
Sure, not all leads bring results, nor more conversions. But, lead generation is one of the top priorities of every marketing strategy.
While some strategies focus on getting the best out of SEO (Search engine optimization), others are focusing on CRO (Conversion rate optimization).
However, these two strategies combined will give the best results, if we know how to be clever about using them.
It sounds very intuitive, doesn’t it?
And it is. But, strangely enough, many marketers focus only on one element, completely forgetting about the other.
Let’s investigate how these two strategies can work together in generating more qualified leads for your website.
Use a content marketing strategy as the foundation
Everybody always says that quality content is the most important part of any marketing strategy.
It is time that we take that information as a certainty and truly invest in offering value and authenticity, to inspire organic growth that will be rewarded in the long run.
Without good content, even the best possible SEO strategy will appear aggressive. If the users get led towards your webpage and they aren’t happy, Google will notice that quickly and stop helping you.
And, we all need Google to be on our side.
So, instead of generating content and optimizing it for the Google engine, first and foremost we must focus on the users and their experience.
There are many common SEO mistakes we make all the time. These are only fatal if we don’t use them to learn something and improve our rank.
You have probably noticed there are websites online that appear a little shabby. But, sometimes we get surprised at the power of their domain rank.
What happens is that these websites provide a unique value to the users, and Google appreciates that more than any other sophisticated code we can come up with.
Users are becoming harder and harder to entertain and reach with new information.
Many users are becoming overwhelmed not only from the same solutions but from seeing the same content type frequently.
Try to break this monotony.
Experiment with new content types. Create a video, make infographics, animations, try to speak visually whenever this is possible.
Visual content holds a much greater power to captivate the viewer than textual content. But, this is a topic for another blog post.
Strengthen your SEO
As I have mentioned before, we need more organic growth in order to make it sustainable and continuous.
Lead generation relies and depends on SEO since a lot of our customers still use Google to find us.
This means a good SEO strategy has a high ROI, which makes it one of the two strategies worth your time and money.
A successful SEO strategy works on bringing new potential buyers to your page, over and over again. Once set up right, your website generates leads on its own, without additional investments.
That being said, I must highlight that an SEO plan is not something you implement once and never look into it again.
Search engine algorithms constantly improve, and so do the search trends of your target group.
To always stay on top of the game and be interesting to your audience, perform small updates after analyzing your performance and current trendings.
Improve CRO by using SEO results
A powerful SEO foundation and valuable content are one-half of any efficient marketing strategy.
Organic leads are what drive people towards your website, and the quality of your service makes them want to interact with your business.
But, a recognizable and reputable brand is not enough for generating as many conversions as you might need.
Leads don’t create loyal customers, and that brings us to the second half of your lead generation strategy.
CRO strategy integrates a clever system of web development techniques and essential principles of online marketing.
Your conversion rate strategy aims to navigate the users and organically lead them towards the checkpoint.
Every simple bit of your landing page – the visuals, menus, microcopy, UX design – all matters when you are creating conversions online.
SEO analytics can be very valuable to learn from when we optimize our conversions.
The SEO specialist in your team is following new online trends and most searched topics that are being the new focus of your target group.
These trends can help improve your CRO by using this insight to create a more successful part on your website towards the full basket.
Take advantage of the learning opportunity
Many companies have different sectors that work on lead generation, content creation, and conversion rates.
If we talk about the synergy between these strategies, it is necessary that functional communication is established between all parties involved.
Lead generation and SEO marketing, for example, go hand in hand. There is a lot you can learn from your lead generation strategy implementation that you can use to skyrocket your content and SEO.
From reading your analytics, you will be able to learn and improve both your content plan and your code for the crawlers. As a result, the number of your leads will keep growing.
Once you optimize your website and bring more leads to the table, focus on turning them all into your next customers.
Reach out to your UX design team and interpret your lead generation and conversion results in order to improve your website’s friendliness and make it more accessible.
Optimize your optimization strategies
If you are good at marketing, then you probably know that every campaign is a learning opportunity.
Before going big with your strategy, you should run a test and improve based on your findings.
If different sectors of your company don’t work together, make sure to fix this communication barrier.
To enable a smooth communication process, invest in effective workflow management to enhance content creation according to your new insights.
Identify marketing funnel gaps by researching the results of SEO and CRO strategies.
There is no such thing as The Ultimate Strategy that works perfectly for each business. Address each challenge one step at a time, according to your own target group and its interest.
And remember: optimizing leads and conversions is a never-ending process. As soon as you stop improving, you are giving the lead to your competitors.