How effective is internet marketing for generating leads?

I participate on LinkedIn a bunch, and I ran across a question similar to the one above, from a small business owner -- but I think that a lot of companies, both large and small struggle with this question -- not because they don't know the answer, but because the devil is in the details -- "How do we implement this?"

Here's some thinking on the subject, and what I've seen -- and at the bottom is a link to an article at ClickZ about tremendous success that one organization is having and the ROI or cost-per-lead that should make people sit up and take notice!

Having your website work for you and be effective at generating demand for your services includes all of the above content ideas you have mentioned.

In the world today, 80% of customers interviewed (2007 research) said they found their vendor, not the other way around.  Having a website that is search engine optimized is critical, and the content that you have a desire to add, if done with search engine optimization in mind can be very effective at getting your site near the top of natural search results.

In addition, having lead capture forms that allow visitors to express interest in what you offer -- either by signing up for an e-newsletter or completing a contact form requesting specific information from you, allows you to capture the interest generated by your site.

Having the ability to easily add landing pages, so you can also engage in targeted PPC campaigns might also be of interest to you in terms of generating demand for your products and services.

If the interest of visitors (by completing a form at your site or on your landing pages) is captured into a lead database that can trigger specific communications (targeted emails), and then send additional information based on the visitors response and activity at your site -- now you are nurturing that relationship, and adding value that keeps you appreciated and top-of-mind when they are ready to buy or engage.

Thinking through your content strategy with articles, etc. so you can feed that nurturing process with relevant information is critical to it's success, and continues to keep your website fresh and relevant as well.

Having tools, that make it easy to add the content, create the lead capture forms and place them onto your pages, capture the leads (without duplicates) into a database, and have integrated email marketing, full response tracking, and nurturing capabilities --without require 100% of your time and attention is critical to having your web presence work for you, and help you grow your business.

The sorts of integrated tools I've outlined above are what my company offers (at a very affordable price point), but how ever you accomplish it, it is all important to achieving your goals of getting found and generating demand by leveraging the web.

Nurturing the demand that you generate, because not everyone is ready to buy when they sign up for a newsletter or request more information, or exchange their information for an eBook or white paper, is the CRITICAL piece. It allows you to build a relationship and keep your organization top-of-mind with leads as they engage with and consider their options.  It's what can pull them through the sales cycle, while building an activity interest profile that lets you understand what they appear to be most interested in, and how they've engaged with your site -- so you have far more than their basic information -- and that arms you with relevant information to assist in your sales efforts.

For an example of a GREAT lead generation campaign, take a look at the article on ClickZ, called "A New Chapter in Low Cost Lead Generation."

Comments

[Raza Imam]

Great blog... I plan on reading the posts seriously. They address exactly the topics I'm thinking about.

Best,

Raza Imam
www.SoftwareSweatshop.com

[Jeff Paul Internet Business]

Well when it comes to internet marking you should concern all the aspect of SEO in your mind, You should know what to do and when to do .

[Kim Albee]

Jeff,

While you need to understand SEO, you also need the ability to modify your pages easily for the page-level SEO options, and not rely on IT or others to take care of it for you. That way, you can manage and monitor your SEO rankings, and get found!

Even if you work with an SEO agency, it should be a straight-forward process to manage all aspects of SEO on your website.

Kim

[Jeff Paul Internet Business]

well we all have to say it that Having tools, that make it easy to add the content, create the lead capture forms and place them onto your pages, capture the leads

[Jeff Paul Scam]

I must say if the interest of visitors (by completing a form at your site or on your landing pages is captured into a lead database that can trigger specific communications targeted emails.

[Jeff Paul Scam]

I love the IT technology, my dad got me my first pc for my birthday and ever since I became a big IT freak. I started internet marketing for the last four months and still looking for material that can help my marketing.

[Jeff Paul Internet Millions]

Now this is very interesting, impressive and never thought of. In simple words well done for providing creative information.

[Los Angeles search engine marketing company]

I definitely agree with it having tools, that make it easy to add the content, create the lead capture forms and place them onto your pages, capture the leads into a database, and have integrated email marketing, full response tracking, and nurturing capabilities without require 100% of your time and attention is critical to having your web presence work for you, and help you grow your business. thanks for the post. i learned a lot.

-faith-

[Traffic Building]

hey how you doing! Nice posting. I enjoyed reading it. I too run a blog on internet and traffic building, and checking out what others may have written.

[SEO]

Excellent post.The topic which you have discussed in your article is very informative as well as very new to me.