If you want your museum to thrive online, you must invest in lead generation strategies. Lead generation for museums allows you to continually obtain new leads and drive them to visit your museum.
On this page, we’ll provide you with five lead generation strategies to help your museum continue to grow online. If you need help creating a lead generation strategy that works for your museum, call us today at 888-601-5359 to speak with a strategist.
1. Use pay-per-click (PPC) ads to generate museum leads
Pay-per-click (PPC) advertising is an excellent way for your business to generate leads interested in visiting your museum. These paid advertisements appear at the top of the search results, above the organic listings. You will see these listings tagged with the word "ad" to indicate paid content.
To get started with PPC, you must choose the keywords you want to trigger your ads. When users conduct searches, they use key terms to generate relevant results. If you want your PPC ads to appear in front of leads looking for your museum, you must target the right key phrases.
You can find relevant keywords for your museum by conducting keyword research. As you search for applicable vital terms, focus on long-tail keywords. These are key phrases that contain three or more words.
Long-tail keywords help you connect with more interested leads. They are specific, so you know someone searching with those key terms is looking for your museum. It’s the best way to attract the right leads to your museum’s website.
Once you have your keywords picked, you will bid for your ad placement. You'll set your maximum bid. This maximum bid is the amount you are willing to pay each time someone clicks on your ad.
Your maximum bid and ad quality score will determine your placement. Once you receive your placement, you will launch your PPC campaign.
These ads are incredibly effective at helping you capture leads that want to hear from your museum. Ad clickers are 50% more likely to visit your museum than organic visitors.
PPC is one of the best lead generation tactics for helping your museum obtain visits and museum memberships. You'll improve your museum's performance by driving more visitors into your facility through a successful PPC campaign.
2. Use social media ads to reach more visitors
Social media advertising is an excellent opportunity for your business to contact leads that want to visit a museum. While social media offers organic opportunities, the paid advertising programs are your best bet for generating leads. These ads allow you to reach people who are most likely to be interested in your museum.
There are multiple social media platforms you can use to reach relevant leads. Some of the most popular platforms include Facebook, Twitter, Instagram, Pinterest, and LinkedIn. Choose the social media platforms your audience frequents the most so you can reach them easily.
Once you have your platform selected, check out their advertising program. Each platform offers an advertising program. The type of ads you can run will depend upon the platform.
Let’s take a look at the different types of ads you can run on three of the most popular social media platforms:
- Facebook: Facebook offers the most diversity with its advertising program. You can run photo ads, video ads, carousel ads, slideshow ads, and more. You have numerous options for creating an impactful ad that gets leads to visit your museum.
- Twitter: Twitter also offers a few ad formats for your facility. You can run photo and video ads, as well as app card ads.
- Instagram: Instagram’s advertising program offers two options: photos and videos. Given that this is the only type of content posted on the platform, it is fitting and productive for advertising your museum. These photos and videos allow your museum to showcase your space and exhibits.
These are just a few examples of the types of ads you can run to reach new leads.
With social media ads, you can be very precise with your targeting. Social media ads allow you to get in-depth with your target audience and reach leads that want to hear from your museum. You can target people by age, gender, location, occupation, interests, and more.
Precise targeting allows you to reach more leads that want to hear from your company. It’s a great way to capture these leads and get them to check out your museum.
3. Boost website traffic with search engine optimization (SEO)
Search engine optimization (SEO) is one of the best lead generation strategies for museums to help boost traffic on your website. SEO is the process of optimizing your website to boost your ranking in the search results. The purpose of SEO is to drive more valuable traffic to your page to help your museum gain new visitors.
To get started with SEO, you must begin by selecting your keywords. Similar to PPC, key terms trigger your listing to appear in relevant search results. When you integrate keywords on to your page, you help your site appear in results where people search with those key terms.
If you want to reach the right traffic, you need to conduct keyword research to find relevant key phrases.
Once you find the most relevant key terms, you’ll integrate them into your pages. You don’t want to overuse the key phrases on your page, as it will lead to keyword stuffing. Keyword stuffing negatively impacts your ranking, so stick to using key terms naturally instead of forcing them into your pages.
Aside from keyword integration, there are other optimizations you'll want to include on your list. These optimizations include improving page speed, cleaning up the backend of your site, producing content to boost rankings, and adding videos to increase dwell time on your website. These are all great optimizations to help your museum improve your SEO ranking.
By investing in SEO, you will boost your website’s ranking in the search results and reach more valuable traffic that is looking for a museum.
If you aren’t sure how to get started with SEO, our team at WebFX can help. We have over 200 experts that will bring their knowledge and expertise to your campaign. To learn more about how we can help you create an impactful SEO campaign, call us today at 888-601-5359 to speak with a strategist.
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4. Use content marketing to drive people to visit your museum
Content marketing is one of the most valuable lead generation techniques for helping your museum grow. Since people are continually searching online for information, you have an opportunity to reach them through content creation.
When you create content, you share your knowledge with your audience. It helps you establish yourself as an authority in your field.
Content comes in numerous forms, including blogs, videos, ebooks, and infographics. You’ll want to use a variety of these different forms to ensure that your content is fresh and new for your audience.
When you create content, come up with topics and ideas to cover to educate your audience. Write about issues that generate searches. If you have a plan in mind, you can conduct a Google search and check the “people also ask” section to see what people want to know about the topic.
The "people also ask" section is a great way to get content ideas and expand upon them. Once you have your topic, you'll choose the format and be on your way to creating a stellar piece of information for your audience.
If you want a method that is effective for boosting traffic and keeping leads engaged on your page longer, content marketing is the answer. It’s a great way to help your museum attract more interested leads.
5. Use email marketing to create a referral program
When you start using email marketing, you begin by obtaining a list of subscribers. Typically, you will use your website to attract subscribers. It’s one of the best places to get organic subscribers that want to hear from your museum.
There are options to buy a list of subscribers. While it may seem enticing, these email lists don’t produce many valuable leads for your museum because these people don’t choose to be on your email list. Also, many of your emails will end up in spam folders because users didn’t sign up to receive emails from your museum.
Organically obtaining subscribers is your best option for gaining leads that want to visit your museum. You can do this through social media posts, handing out information cards at your museum, and through your website.
These subscribers are a great opportunity for you to reach more people interested in your museum. You can create a referral program to entice your current subscribers to refer new people to your museum.
With a referral program, your current subscribers recommend your museum to other people. There is typically an incentive attached to the referral program. For instance, the referrer could get $5 off admission when they refer someone, and the person involved will also get $5 off admission to entice them to visit the museum.
It doesn't have to be $5 off admission, but you'll want to entice people to refer others while attracting the newly referred people to want to visit your museum. Referral programs are great because your current subscribers will know people that would be interested in your museum. It’s a low-cost way to obtain new leads for your museum.
If you’re looking for one of the most cost-effective lead generation techniques for museums, a referral program through email marketing is a great option. It will help you reach new leads for your museum and entice them to visit you.
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Various lead generation methods help your museum grow. It's crucial that you invest in lead generation for museums to help you continue to get new people in your museum.
At WebFX, we have over 20 years of experience building campaigns that drive results for our clients. In the past five years, we’ve driven over 4.6 million leads for our clients. We’ll help you create a lead generation strategy that grows your museum.
If you’re ready to build a customized lead generation strategy that helps you get more people to visit your museum, contact us online or call us today at 888-601-5359 to speak with a strategist!