Generating Business Online
The Online Lead Generating Formula
(K.R. + O.P.O.) + B.L. = T.T.
T.T. x O.F. = Lead
L + F.U. = Customer
KR – Keyword research
Most businesses do not do keyword research when their website is built, even when they do it is rare that the website is actually properly optimised for these keywords.
The Google keyword tool is free and will give you a good indication of the search volumes and the competitiveness of a keyword
It can also be used to discover which keywords Google thinks a website is relevant for – which can give you ideas for keywords to target.
Watch a more in depth video on local business keyword research
OPO – On-Page Optimisation
SEO – Search Engine Optimisation has two aspects – on-page and off-page.
On-page SEO is primarily about meta-tags and content.
- page titles
- page headings
- image tags
Use the keywords you researched previously in these meta-tags – but remember each page of your website can only target one or two keywords effectively (certainly to start with).
Read more about getting on-page SEO correct
It is also important to have useful content to engage your prospect. Whilst it is important to give Google what it wants you must not lose sight of the fact that the ultimate aim is to generate leads and this can only be done by communicating with real people.
Content should be ‘problem-to-solution’ content – it should solved, at least partially, a problem for the prospect. Each business can trace sales back to problems – for an accountant prospects have the problem of tax returns and cash flow, a florist’s prospects have the problem of how to communicate a certain emotion to someone, etc.
Google records the time people spend on a website – if you do not have engaging content then visitors will not hang around and Google will downgrade your website in its index because the stats will say that your content is not relevant to the search query.
Video is a great way of increasing engagement and getting visitors to stay longer on a web page.
BL – Backlinks
Backlinks represent the Off-page SEO side of the equation. Backlinks are links pointing to your website from third-party websites.
Backlinks are not all created equal – the most powerful backlinks are;
keyword anchor-text contextual backlinks
What does that mean?
‘Anchor text’ refers to the actual text of a link e.g. ‘click here’, or ‘Read more…’
Keyword’ refers to the relevant keywords that you researched earlier – so use keywords in the link, not generic, irrelevant terms like ‘click here’
‘Contextual’ refers to the context of a link – links that are set in or around a body of relevant text have been found to be the most powerful and effective – that is in blog posts, articles, press releases, PDFs, etc.
So, for best results build links via articles using your keywords as anchor-text.
Find out more about building links
TT – Targeted Traffic
By optimising and ranking your website for relevant keywords you will be getting in front of your target customers. These are people who are identifying themselves as being interested in your product or service because they are actually typing the relevant words into Google!
OF – Opt-in Form
An opt-in form is a way of collecting contact details of prospects, or in other words – leads!
When someone puts their details into your opt-in form their details go into a database that can be accessed by an autoresponder to send pre-loaded and sequenced emails. This automates a large part if your sales process.
To encourage visitors to sign up offer an ‘ethical bribe’ – this is a free report, a video tutorial or even a preferred customer discount code. The key point here is to offer something relevant and desirable that solves a problem for your prospect.
At this point you have a lead – the contact details of someone who found your website through a specific Google search and has signed up for a highly targeted item.
Now to turn the lead into a customer.
F.U. – Follow up
An autoresponder makes it very easy to follow up with and build relationships and trust with a prospect, or lead.
Emails can be loaded into the autoresponder and set so that they will be sent out automatically at regular specified intervals. This means that everytime somebody signs up – even if it is 2am on a Sunday morning – they will receive their ‘ethical bribe’ plus the preloaded sequence of emails without you needing to do anything – it runs completely on autopilot. These emails, although they must promote your business, should not be overt sales messages, rather give the prospect more information, more value. The ultimate purpose is to show then that you are the expert and that you are concerned not just with selling your products but with getting good information to your subscribers.
Of course not all of your sign-ups (leads, prospects) will become customers, but following the process you will be
- differentiating yourself from your competitors
- providing value to customers before they purchase
- solving problems for prospects
- building trust and relationships with prospects
This means that when the time comes for that individual to purchase a product or service like yours, or a member of their family/friend asks for a recommendation, your business will be at the forefront of their mind.