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Generate Leads with Google Ads

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How do you find information about brands or services? When looking for information you probably think, “I’ll Google it!” If that’s you, you’re not alone. We all rely on search engines to help us find information we’re looking for. 

The marketing world has changed dramatically in recent years, and Google Ads is one of the platforms driving this transformation. In fact, Google Ads has become one of the best tools for lead generation. If the ads are set up properly, they have the potential to send extremely targeted leads to your website to view your services or provide lead contact information by downloading a resource.  

Let’s talk through how your firm can offer a resource through Google Ads to support your lead generation strategy. 

Create a Valuable Resource

Every effective Google Ad will lead interested visitors to an engaging landing page on your website. One way to make a landing page engaging is to offer a downloadable resource that your target audience would be interested in. Maybe a case study, white paper, industry insider tips or a checklist for a new process related to your niche focus area. 

Offering a take-away shows your firm’s thought leadership and expertise in a certain area. It also makes a visitor feel like they found what they were looking for, or better yet, they found a firm that can help support them. 

Collect Contact Information

The best part about offering a free resource is that you can ask the lead to provide contact information to receive it. When you collect contact information, make sure you require the lead to provide:

    • First Name
    • Last Name
    • Email Address

What other information would be important for you to know about the lead? Maybe the company they work for, their location or job title. When designing this landing page, you can make these requirements tailored to your firm’s lead generation strategy, but don’t ask for too much information right away. Each click or required field on a landing page increases the chances for someone to opt out and leave. Keep the information needed to receive the resource simple, clean and quick. 

READ: LEARN MORE ABOUT HOW TO DIRECT PROSPECTS AND CLIENT ATTENTION ONLINE.

Monitor the Results

Don’t rush online advertising. It takes time to find your mojo. Until you find your rhythm and see desired results, frequently monitor your ad and landing page. You can see how many people visit the landing page, if they are downloading your resource and if visitors from your Google Ad explore other areas of your website. All of this information can be tracked through Google Analytics.   

If you notice that people are not downloading your resource, you may need to make the landing page more engaging to persuade and encourage. If you want more people to visit the landing page in general, try tweaking your Google Ad to better reach your target audience. 

With a little patience and an open mind, your Google Ads will become an effective lead generation tool for your firm or association.

Follow Up

Your ad is running smoothly and you’re starting to collect lead contact information when visitors are downloading your free resource. Now what?! 

Reach out to these new leads in a timely manner. Send a friendly email thanking them for visiting your site and learning more about the services you provide. Offer to answer any questions they have regarding the free resource they received. Are there any other questions they have that weren’t answered? Build the relationship and learn more about them. What types of services are they looking for? How can you support them?

Set aside time to contact these new leads. Following up is a critical piece to build your business development strategy, so set firm calendar reminders to incorporate it into your routine.  

Google Ads can be inexpensive and target people specifically searching for the services your organization provides. An effective ad will drive potential leads to your website. An engaging landing page and resource will position your firm as a thought leader in the industry. Follow-through builds great brand recognition and turns these potential leads into future clients. Incorporate Google Ads into your SEO and business development strategy, and be prepared to be wowed by the results.

Listen to our most recent podcast for busy professionals! Learn tricks to easily incorporate business development into your busy schedule.


 

How to Leverage Virtual Events in 2021

With fewer opportunities to connect face-to-face with clients, prospects, referral sources and coworkers, many firms and associations have found ways to connect virtually. Thanks to modern technology, we are able to continue reaching our target audiences online and just as effectively as in-person interactions.

If you have already started to incorporate virtual events into your marketing strategy, you know how much time and effort is needed to make these successful and worthwhile. Let’s talk through how you can continue to promote past virtual events to further expand your reach into the new year without having to reinvent the wheel.   

Share on Social Media

Utilize your firm or association’s social media channels to spread the word about previously recorded virtual events, trainings, videos or podcasts. The content you have already recorded can still be an engaging way to connect with leads well into the future. Sharing these recordings showcases your teams’ expertise on social media. It will also encourage your followers to learn about the work that you’ve done in the past and keeps your firm or association top-of-mind moving forward.

By posting these previously recorded events on Facebook, Twitter, LinkedIn and YouTube, you’re creating a library of resources for your target audience to reference in the future. What better way to stand out as a thought leader and provide accessible information?!

Social media tip: Ask the individuals presenting at your virtual events to share the recordings on their personal social pages. Their followers will be interested in this content which can expand your reach even further.

Utilize Other Creative Outlets

Your target audience is consuming information in new ways because of this virtual environment. It’s important that you stay up-to-date with how people are learning about your services, upcoming events and where they go to find new information.

Did you know that if you record a webinar, video or even a meeting, you can turn that content into a podcast? All you need is an audio converter software program, which transforms your video into a MP3 file. Once you have the audio file downloaded on your computer, you can edit this file to add an intro, outro and make any other audio edits.  Display the finished product as a podcast on your website, share on social media and make available on other podcast sharing platforms.

It’s also possible to transform videos into blog content! Viewers who would rather skim through the content of your video or don’t have the ability to access audio can read a new blog with the same content instead. Take your video and create a transcript using a tool like Rev.com. After reviewing the transcript for any errors, you have already created a new blog post for your website with minimal extra effort. 

Encourage Virtual Business Development

All of the content you work so hard to create (trainings, videos, blogs, podcasts, social media posts, etc.) prove that you’re a thought leader within your industry or niche. Encourage new business by sharing these resources far and wide. Share these resources during a sales pitch, display on your website and use them to encourage future speaking engagements. Showing that you have experience communicating your industry knowledge through these virtual platforms will expand your reach and business development opportunities.

Looking to boost your digital marketing efforts in 2021? CONNECT WITH OUR TEAM TO INCREASE YOUR VISIBILITY.

Stay in-the-know. Give Ingenuity Marketing Group a follow on Facebook, Twitter or LinkedIn to stay on top of emerging marketing trends in 2021!

Find Quality Engineering Leads Using Social Media

Have you ever wondered how people are searching for information about your firm online? One of the most powerful ways to share your firm’s story is through social media! When someone decides to search Google for your engineering firm, chances are your social media channels pop up right away. Because social media is becoming increasingly popular, these platforms are a powerful tool to allow firms to connect, generate leads and position themselves as thought leaders.

Let’s talk through four reasons why your engineering firm should be using social media and how to incorporate it into your regular content marketing routine.  

Social Platforms Boost Brand Awareness

Social media is a powerful way for brands to maintain client relationships while having the opportunity to be found by new leads. Your firm’s social pages can become a way to engage with clients at every stage of their journey with you. Whether they are prospective leads or current clients, your social media visitors can engage through comments, ads, video and firm updates.

As your firm gains followers on social media, routinely posting allows your brand to stay top-of-mind. Your followers are interested in your content, and more likely to engage with you as you post more frequently. Social media is also a great way to connect visually with your followers! Create videos and images that represent your brand and specific projects you’re working on.

Incorporate Social into Your Routine

Let’s not sugar coat it. Your firm creates a lot of valuable content to highlight your work. Use social media as a space to share blogs, videos and other content you’ve worked hard on, such as project updates and information about your firm’s culture.

Sharing information regularly (we recommend 2-3 times a week on your selected social platforms) makes it easier for people to see it on their feed and find information they are looking for on your pages. Most importantly, active social media pages encourage your followers to share the content you post! By creating something “shareworthy,” your firm can extend its reach.

Maybe your firm dabbles in social media, but you’re not posting regularly. Make a plan to consistently keep these platforms updated, keeping your followers in-the-know and to position your firm as thought leaders within your industry. You’ve already made the content; now how can you make posting to social part of your normal marketing routine?

READ: LEARN HOW THIS ENGINEERING FIRM USED SOCIAL MEDIA TO GET MORE CLICKS TO ITS WEBSITE

Utilize Social Media to Satisfy Business Objectives

Your firm has big goals! Now more than ever, social media is a way to help you achieve them. Looking to generate more leads? Wanting to connect with employees in the new virtual age? Hoping to become known for your construction, engineering or architecture work? Want to stand out in niche areas? Be more social!

You have the ability to focus on certain topic areas on social media, helping you stand out against competitors. Social media platforms are a great resource for your firm to connect with other thought leaders in the industry, reach new clients/project partners and engage with referral sources. Use these platforms to highlight your firm’s experience in creative and engaging ways.

In addition to better supporting your firm’s social media pages, encourage leaders of your firm to engage with important prospects or clients through their personal pages. Use social as a way to remain connected and aware of what your potential clients care about and how your firm can support them in the future.

Earn Quality Leads

Social media is a way to engage with quality leads because your best followers will care about the topics you share and post regularly. Potential leads are people who follow your firm or who follow the leaders at your firm. They engage with your content and maybe they have already sent a direct message to your firm through social. Here are some ways to make sure quality leads can get in touch:

    • Provide contact information. Your contact information should be up-to-date and readily available on all of your social media profiles, highlighting how your firm prefers to receive inquiries—whether by phone, email or a link to a contact page on your website.
    • Add direct links. Wherever possible, make sure each post has a clear link and a tempting call-to-action. The majority of the links used on your firm’s social media channels should be encouraging followers to visit your website for more information, and they should align with the firm’s business objectives.
    • Take advantage of lead gen forms. Certain platforms offer a paid ad format that’s specific for lead generation. Anyone who clicks on your ad can submit their contact information with the click of a button. Your firm can reach out and connect with these quality leads in the future. 

 

Other ways to find quality leads on social media include joining Facebook or LinkedIn groups, following hashtags and industry influencers, and monitoring who regularly engages with your content.

Now you know more about the power of social media! It’s time to take advantage of this tool in constructive ways to increase brand awareness, meet business objectives and generate quality leads.

Want more content marketing tips? Check out our Create a Content Marketing Strategy That Keeps on Giving blog for ideas to boost your strategy.