How Inbound Marketing Boosts Lead Generation

How Inbound Marketing Boosts Lead Generation

Lead generation is one of the main objectives of any marketing strategy, particularly an Inbound Marketing campaign. As the name suggests, lead generation refers to the process of acquiring new leads, them being individuals who have indicated an interest in acquiring an item or service that your company can provide.

A well-rounded Inbound Marketing strategy focuses on the process of identifying and cultivating prospects. Quality content, constant engagement, and nurturing of target audiences will eventually turn them into actual paying customers.

Why Inbound Marketing?

Inbound Marketing enables your business to build trust with the target audience. It introduces them to the people who are the driving force of your brand image and gives  them an actual glimpse of the value behind your offering. 

With Inbound Marketing, the process of converting simple visitors into leads has become a more personal, organic affair. When a stranger shows an organic interest in your business, the transition from stranger to customer is much smoother and more natural.

Therefore,  lead generation focuses on demonstrating expertise and building trusting relationships.

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Inbound Marketing Benefits

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Here are 3 methods through which lead generation is boosted via Inbound Marketing:


What is SEO? 

SEO is one of the primary components of Inbound Marketing and, ultimately,  lead generation. It is the process of getting free traffic from search engines such as Google, Bing,  or any other search engine. SEO is referred to as an “organic” search because companies don’t have to pay to be shown in the results, as is the case with page promotions, boosts, or advertisements. 

Producing content is at the heart of every Inbound Marketing campaign, but content creation alone will not improve your business’ SEO rankings.

A primary element of improving your company’s Search Engine Results’ Page, or SERPs, is having your content surface for relevant keywords. As a result, keyword research is key in terms of implementing an efficient SEO strategy.

How Does SEO Work? 

It is best to expand the keywords used by augmenting the content itself, such as adding a short story related to your topic, giving it a higher chance of reaching the top of the page. Just remember that the story will still need to be engaging so as not to lose that potential lead. Thus, on top of having different content, each blog, website, or video can be filled with different keywords that would enhance your chances of a successful SEO strategy to reach your target audience. focuses on keywords such as “animated explainer video company”, and they also diversify their content’s keywords to reach as many potential leads as possible, giving them a more optimized SEO. Topics such as why you should use public transit or helping by explaining staffing requirements for a new business.

What Are Keywords?

Keywords are one of the most important factors for your SEO strategy. They are what help make your content reach the top of the search engine results for your target audience to see, thus increasing your brand awareness. Keywords can be any word or term, but the important thing is that they are relevant to your market and content. They need to be chosen carefully and with purpose as to be effective with the SEO strategy.

How to Use SEO

Your business should identify the main keywords depending on the market segments it operates under and build out a list of related terms and queries from there. These keywords constitute the building blocks for an optimized SEO Content Strategy.

Another good SEO strategy lies in updating existing on-page content. People want to read content that is engaging and is useful to them, and would return and enjoy an updated blog or website.

How to Improve SEO

While SEO increases traffic towards your business’ website, it is the quality of the content and user experience that will convince people to stay and show an interest in your products and services. This would drive Lead Generation, and make sure the content feels natural, driving up trust and enjoyment of the content itself. We don’t want them to feel as though they’re being advertised to, to make it as though they’re talking to a friend.

For example, make sure to use  clear and concise language. Organizing  your existing content with headings  and subheadings and including  features such as bullet points, numbered lists, and images alongside their description will offer a visually-pleasing experience for visitors, and will help search engine crawling.

What’s more, an aesthetically-pleasing website will go a long way to drive traffic and increase leads. Having a more professionally-designed site drives up appeal in your content, enhancing both retention and trust by the leads. 

What Is Crawling?

Crawling is the process by which search engines discover updated content on the web. A search engine typically uses a program that follows an algorithmic process to determine which sites to crawl and how often to do so. The usage of backlinks helps crawling and should be part of your SEO strategy to improve your SERP. 

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What Are Backlinks?

A backlink is the URL of your content on other websites. It could be on websites such as Wikipedia or even news articles and social media platforms such as Twitter and Instagram. Having more backlinks helps crawling bring up your content to a higher rank on the search engine, which is why backlinking  should be a part of your SEO strategy.

For example, let’s say you write a blog about  baking, and your content gets featured  on a different food review website; this is a backlink that will help your content crawl to the top of the search results.

Call-to-Action (CTA)

What is a Call-to-Action?

At the heart of every Inbound Marketing strategy is a call-to-action. It is a very efficient technique for websites and businesses to boost lead generation through increased engagement. CTAs appear at the end of your content, giving the opportunity to transform your viewer into a proper lead by enticing them to interact with your page rather than them being passive readers.

How to Use a Call-to-Action

Calls-to-action are parts of an advertisement that encourage potential customers to do something, or take an action. They come in the form of either hyperlinks  redirecting viewers to another page, whether a service page or a related blog post, or as buttons , such as “subscribe now ”, “click here for more details”, “sign up now”, etc.

How is a Call-to-Action Helpful?

CTAs are useful because they prompt users to take the next course of action. The aforementioned messages constitute great ways to gather new leads because CTAs give them a small preview of what they can expect during the conversion process from simple visitors to prospects .

How to Help a Call-to-Action

After having the potential lead consume your content, it would be safe to assume they would be interested to see more. However, not everyone is always that easily convinced. It helps to sweeten the deal, and methods can vary depending on the type of content the viewer is dealing with at the moment. .

The incentive can be anything between a 10% coupon on a digital sale, to a free consultation on a legal topic. Essentially it would be a service that would cost you a little bit of money and some time, but in exchange the lead would dive further into your content, further enhancing the chances of turning the lead into a customer.

Even people outside  your target audience might give this Call-to-Action a chance once they see an opportunity to learn more at less cost to themselves, thus increasing your reach and audience base.

Long story short, CTAs enable your target audience to become more aware of your brand and  its offerings, thus enabling you to generate more leads.

Advertising Retargeting

What Are Retargeting Ads?

Retargeting ads are often overlooked in the whole Inbound Marketing process. However, they fit well in your business’ Inbound Marketing strategy to increase lead generation.

Retargeting ads are basically lead generation via external channels. Retargeting works by using cookies on your business’ website to track a visitor’s online activity, which would add them to a list composed of your target audience, and attempt to convince them to revisit your content.

How Are Retargeting Ads Used?

Once these visitors leave the website, your company is able to send targeted ads to them on other websites in an effort to lure them back to your website to convert into leads and eventually into customers.

Once they finished the process and signed up for your content, the leads could then be put on a different list for different sorts of retargeting ads. This makes the method effective for both customers and potential leads alike.

How Are Retargeting Ads Helpful?

Retargeting is an effective method because your business will advertise relevant content to visitors who will become more aware of your brand image and what your company has to offer. This also gives the leads who may have missed the opportunity to finish consuming your content and gives incentive to come back to your website or page and potentially transforms them into customers.

Retargeting not only generates new leads, but also has the potential of converting them to brand-loyal customers

Final Thoughts

In essence, lead generation consists of maximizing the digital opportunities at your business’ disposal to bolster its online presence and optimize the entire Inbound Marketing campaign. In the age of information we are now in, digital marketing has become one of the greatest tools a company can use to expand beyond its set borders and reach new heights.

We at create comprehensive and extensive Inbound Marketing campaigns that cover all the intricacies of the entire process! Schedule your free consultation today!

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