Best lead generation tactics for Maryland businesses
Let’s look at the best Baltimore lead generation tactics for earning your company more qualified leads.
Search engine optimization (SEO)
If you haven’t heard of search engine optimization (SEO) for lead generation, it’s an excellent tool to use. What is SEO? It’s a term that references an umbrella of strategies for improving your ranking in organic, unpaid search results.
Say your business installs and repairs garage doors. If you search for, “garage door repair in baltimore,” and your website doesn’t appear in the top search results, you’ll want to use SEO to boost your rankings and reach more customers.
Why? The number one position in search results receives 33 percent of all traffic.
To boost the ranking of your website, you’d rely on several SEO strategies, including:
- Researching keywords for on-site content
- Earning backlinks from respected websites
- Writing unique website content
- Optimizing technical site elements
- And more
Another reason to use SEO in your lead generation strategy is because search engines come with a close rate of 14.6 percent — in comparison, traditional lead generation methods have a close rate of less than two percent.
That means you’ll make a sale with 14.6 percent of the users that click on your organic search listing.
Pay-per-click (PPC) advertising
Pay-per-click (PPC) advertising is a lead generation tactic that often works in coordination with search engine optimization. Since you only pay when people click your ads, PPC is one of the most cost-effective advertising options for Baltimore businesses.
In fact, companies make an average of $2 for every $1 spent on PPC.
While you may not have used PPC advertisements before, you’re likely familiar with them. They’re advertisements that appear above organic search results — you’ll often notice they have a green icon that says, “Ad” by them.
Since PPC targets people who are already searching keywords related to your business, the leads you earn from PPC ads are 50 percent more likely to convert than organic search visitors. That’s why PPC advertising generates valuable leads for you, but without exceeding your advertising budget.
More than 80 percent of business-to-business (B2B) marketers use content marketing for lead generation. There’s a reason, too — it works. It also includes a variety of strategies, from developing routine content for your blog to creating how-to videos for your email subscribers.
Plus, it generates three times as many leads as traditional marketing.
A few examples of content you can use for content marketing include:
Platforms that Baltimore businesses often use for content marketing include:
- Social media
If you’re hesitant about managing a suite of social media platforms or composing a series of email campaigns due to the time requirement, keep in mind the return on investment (ROI) each one offers your company.
In many cases, you’ll generate a lead when you receive their email. Then, you’ll nurture them through email marketing, which lets you provide them with relevant and helpful information on a routine basis. For example, you may send an email that compiles a list of articles from different industry websites.
For more than 40 percent of organizations, email is the most effective channel for lead nurturing because it lets you build a relationship with potential clients in a way that’s natural. Even if they’re not shopping for your product right now, you make your company a top choice through email marketing.
Emails for lead nurturing also receive four to ten times more responses than traditional emails. Plus, for every $1 you invest in email marketing, you can expect $44 in return, which makes email marketing one of the most cost-effective digital marketing tools.
Tools like EmailMarketingFX also make email marketing hassle-free. Our team also specializes in result-driven email marketing, which is one of the ways we’ve driven more than three million qualified leads for our clients.
Social media marketing
Only 26 percent of businesses use social media in their marketing plans, but it’s another effective method for generating and nurturing leads. Why? Consumers rely on social media for product advice and customer service.
In fact, 80 percent of consumers use it for product recommendations and advice — and 80 percent admit that online reviews have stopped them from purchasing a product or service. That’s why it’s critical to consider social media marketing for your lead generation plan.
Companies in the B2B market also see a significant ROI for their social media campaigns. In fact, more than 80 percent of social media leads come from LinkedIn, and more than 65 percent of marketers find social media offers lead generation benefits.
For re-capturing qualified leads, Baltimore businesses trust ad retargeting. How does ad retargeting work? By re-targeting leads that have visited your website and viewed your products and services, but haven’t converted.
The benefit of ad retargeting is that audience members are 70 percent more likely to convert.
If you’re an ecommerce store, ad retargeting is essential. It’s common for more than 70 percent of shoppers to abandon their cart before making a purchase — if you don’t retarget them, only eight percent will make a purchase. If you do, however, more than 25 percent will buy.