Explore powerful digital strategies for lead acquisition tailored to businesses, maximizing conversion and growth opportunities with digitales
As a business owner, you’re probably wondering, am I working my digital marketing strategy on Google properly? Without a doubt, you want the right people to come to your website. To do this, you need to adopt certain techniques, actions, and tools.
For example, are you constantly evaluating metrics or are you studying your competition? Depending on the answers, you’ll know if you need to readjust the trading plan. In this article, we’ll talk about web traffic, leads, and lead generation sites for sale for your business.
What are the fundamentals and basics of digital marketing on Google to attract web traffic?
Driving web traffic to your corporate website and generating leads are essential steps for growing your business. In this sense, applying the correct digital marketing techniques and methods on Google is essential.
Let’s get the terms straight, what is web traffic? This is defined as the total number of visits your site has in a stipulated time. That is, the number of individuals who enter the page and interact with it.
These people can become what is called a lead. Someone who provides their contact information, placing it in a form located on your website or landing page.
Finding them, and working with them to nurture them to encourage them to make a purchase, will be your goal. This is called the lead generation process.
Some won’t purchase the product or service you offer. With this in mind, your team will be able to identify those people and pinpoint the potential customer profile. Thus, they will conceive a sales funnel based on who your qualified leads are, hot or cold.
An important thing to do is to establish lead scoring. This technique is used to determine who is a cold, hot or qualified lead for marketing and sales.
Types of web traffic you can manage
Let’s start from the beginning, you need to generate traffic first, and this can come from sources such as:
- Direct, is the one that enters the web by typing the domain in their browser.
- Organic, they are targeted through the search results they have made. Hence, the importance of staying visible in search engines such as Google.
- Social, they come to your website using a link you’ve included in one of your social networks.
- Display, come from videos, banners and other publications located on different websites on the internet.
- Paid media, are people who come from paid ads.
- Referral, they have clicked on an external link that links to your website.
- Email marketing, they opened one of your commercial emails and went from there to the site.
In short, you need to first know who your leads are and then work on the channels that generate the most traffic for you. Think about whether the most people come from social media, organic search, or paid ads.
Below, we’ll take a look at the fundamentals and basics of digital marketing that you need to master to get the customers you’re looking for.
Digitales Lead Acquisition Strategies for Your Business
How to attract web traffic with a digital marketing strategy using an integrated online marketing approach?
A digital marketing strategy for businesses must be versatile and comprehensive in order to be successful. If you want your company to take off and get an increase in web traffic, you must work on several aspects.
Adopting the right actions, tools, and techniques will be the key to growth. To do this, we recommend considering aspects such as:
Organic Optimization (SEO)
You want and need online visibility, and the best way to achieve this is by applying SEO techniques to your website and other channels. Doing it correctly could give you a good position in search engines like Google.
A website that appears in the top places is more likely to receive a click. Let’s face it, a potential lead will think this gives you authority. Having organic traffic sources means credibility, that’s how you’ll gain the trust of other potential customers.
But what do you do when you want to rank on page one of Google? If you want to achieve this and increase your organic traffic, you require:
- Create and publish up-to-date and relevant content.
- Place the right keywords to reach the target audience you want.
- Have a short and concise meta description, with less than 160 characters.
- Work on the loading speed and user experience of the website.
- Your page should be responsive, meaning it should adapt to the format of any mobile device.
- Work on internal links and get quality backlinks.
- Optimize images and videos.
- Have a good web architecture.
- Monitor SEO by applying the right tools.
If you want to adopt an SEO strategy to attract traffic, you need to apply these and other measures. It’s not a day’s work, and you need precise knowledge to do it successfully. In addition, it is essential to consider the changes that are generated in Google’s algorithms.
In this sense, having an SEO expert will be an excellent investment, which will bring you long-term results. Always maintaining an integrated approach to online marketing.
Inbound & Content
They are by far two of the most effective strategies for generating leads. Inbound is not only about content, but also about working on positioning, social networks and non-invasive offers. But, you must be clear about who your lead is and what their needs are.
Within it, content marketing allows you to trap the user, stimulating them to become a lead. This is achieved with valuable publications, with current, attractive, interesting and personalized topics.
You need a branded blog that is the bridge between that person and your contact form. In this way, you will stimulate a communication that, subsequently, stimulates the purchase to be made.
Video Marketing
Without a doubt, it is last year’s winning format, and so far in 2024 it is scored as one of the most relevant. In fact, more than 80% of those who browse the internet prefer videos. They are very attractive to users, especially when talking about those that have a short duration.
With them, you can tell engaging stories about your brand, make calls to action, add banners, and boost your SEO. If you create high-quality videos focused on your target audience, you’ll have a formula for increasing web traffic and conversions.
Publicity paid for SEM
Another way to gain visibility is through paid online advertising. To do this, you can work on various platforms such as Google Ads, Facebook Ads, Instagram Ads, Bing Ads, Yahoo! Advertising, among others.
Achieving profitable results will depend on choosing the right ones for your business and the audience you want to reach. It is essential that you segment the market and evaluate metrics such as PPC and CPA. That is, pay-per-click and cost-per-action.
You need to have clear goals and set precise parameters to create good ads in Google Ads. You also need an optimized landing page that helps you convert leads into customers.
There are many types of ads, including:
- Textual ads are those that appear above organic search results. They contain a title, the URL, and a short description.
- Display, these appear on different websites in the form of banners, images, or rich ads. They foster a high visual impact and allow segmentation of your audience.
- Shoppig, ideal for showcasing products and their features. They are specially designed for Google Shopping.
- Videos are located on platforms such as YouTube or other Google sites or social networks. These can be pre-roll, stream, or bumper.
Social Media Marketing
Without a doubt, working on corporate social networks is one of the smartest ways to drive traffic to your website. But, it doesn’t go as far as that, they are a sales medium in themselves and encourage a more human communication.
However, you need to have goals and a clear style, because that will attract the right audience. Think, it could be the first thing they see about your company, will it stimulate them to enter the web or will it leave them indifferent?
A good idea is to answer recurring questions and even get ahead of them. Also, create attractive content adapted to each channel such as LinkedIn, Facebook and Instagram.
This will depend on your business, if you have a B2B company your ideal network will be LinkedIn. On the other hand, if you are B2C, perhaps creating a group on Facebook is an excellent alternative, since you could drive your audience to the web.
As we already mentioned, attractive content is indispensable, it must be original and relevant. Research the competition, don’t upload posts copied directly from AIs, and stay up-to-date in your niche.
Review the statistics or metrics to know what generates the most impact and the correct times to post. Adapt to each network, this refers to style, language, formats, hashtag, among other aspects.
Another important point is to add buttons from your networks on the web to create a link between them and the site. That way, you’ll stimulate your followers to share the content and increase engagement.
On the site, you can locate free downloadable content in exchange for contact information.
A tip, measure your results, this will allow you to optimize performance and performance. Constantly check the statistics provided by the social network.
Influencer Marketing
Partnering with influencers can be a good digital marketing strategy for some businesses. Doing so fosters brand awareness, trust, improves segmentation, and helps you get more leads.
But you need to partner only with those that are related to your product or service, and have the right reach. It is also necessary to establish what you want to achieve. If you work correctly, you will reach the audience you need to drive them to your website.
Email Marketing
When you’ve obtained that important data through the form or other resources, you need to nurture leads. That is, sending non-intrusive content that stimulates them to take some action.
Using your email is one of the best ways to achieve this, so you will stimulate communication and capture their attention. Using a segmented newsletter is an excellent idea. With it, you will keep them updated with news and promotions or provide them with tips and useful information.
The idea is to stimulate conversion with interesting and engaging content. Remember, it should be personalized and tailored to each stage of the lead in the sales funnel. For example, a welcome email for the awareness phase or one with limited-time offers for those who are already in the decision-making phase.
Email marketing allows you to work on inbound marketing, informing about your product or service. At the same time, you will promote constant contact with your leads.
Here it is relevant that you consider automating the process. Because if you have an extensive list, you might need a lot of time to submit all this content.
Referral or get links to your site
Better known as link building, it consists of linking your page with others. It’s important to get referrals so you can get traffic that’s interested in your niche. Therefore, they will have the potential to become leads.
Those websites should be relevant and authoritative, as they will improve your SEO. Not to mention the credibility it gives you if you are linked to a prominent one.
How to get these important links? You can communicate directly with the creator or guest blog. The latter consists of writing articles for pages that are within your niche, but are not direct competitors. With this, you will get referral traffic and greater authority within your industry.
We also recommend that you work on the internal links of your website. That is, you link different pages located on your own domain. In this way, retention increases and bounce is reduced, because the reader will stay within the site between different articles or content.
Longer stay means a great possibility of generating interest and making a purchase.
Another added benefit is that you will have a better understanding of your users’ behavior. With this information, you could optimize their experience within the site.
3 Essential Steps to Generate More Leads
Broadly speaking, creating an effective lead generation process consists of three steps. These are: attraction, stimulating engagement or bidding and capturing information.
From a logistical point of view, the steps are applied in reverse order according to the following:
Capturing the information
This is the location of resources on the web or other sites for the user to contribute their data. Many companies have a simple form; It is known that if you ask for a lot of information it will be difficult to get the contact. The most common are name, email, phone, or company name if it’s a B2B approach.
Engagement u offer
It consists of an incentive called a lead magnet that stimulates the user to register. Guides, infographics, subscriptions, templates, discounts, trainings, are some of the resources used to promote this action. The type of stimulus will depend on your niche or goals.
- Nurture leads: educational emails, discounts, memberships.
- Encourage engagement: infographics, giveaways, challenges.
- Increase the number of leads: downloadable tools, guides or e-books.
Interestingly, one of the most effective sources of leads is precisely training. In other words, you can offer training content in your specialty to those web users such as webinars, courses or guides.
Attraction or stimulation of traffic
Without a flow of people interested in your product or service, the sales cycle won’t start. You need to stimulate traffic to the website or landing page to get leads or potential customers.
Imagine you own a household products business, then you can:
- Create a good SEO strategy with valuable content to rank your website, landing page and networks.
- Create ads with PPC advertising.
- Work on email marketing by sending emails according to each lead and the stage they are in. For example, publicizing products, providing offers and discounts, etc.
- Work with influencers related to the home sector and create attractive content for your potential customers.
Correctly applying these three phases will allow you to clearly know the aspects to improve in your sales funnel.
Do you have constant problems generating leads? Check out the next section.
Sites for Lead Generation for Sale
You already know, the lead generation process is essential for the growth of your company. When it’s not as effective as you’d hope, you’ll be missing out on the opportunity to sell. In other words, you invest money without achieving positive results.
For this reason, many opt for online platforms to purchase pre-existing sites that already generate leads continuously and successfully. This alternative allows you to access them quickly and save resources.
Let’s go over some pros and cons of deciding on this solution to optimize your lead generation process.
Pros:
- Get a flow of leads from minute zero.
- You don’t need to invest so much effort in creating a website or developing a digital marketing strategy.
- You will have accurate information about those leads and the web positioning to drive more successful campaigns.
Cons:
- Acquire leads that are not of high quality, that is, that are not really interested in acquiring your service or product.
- That you must bow to the pre-existing business model. Imagine that the permanence of these leads depends on strategies that are not aligned with yours.
- Pay additional costs for adaptations, maintenance, or updates to the website.
- It may take a lot of time and effort to capture the audience that already has the page.
Therefore, before purchasing a website under this modality, we recommend you do the following:
- Conduct a study of traffic and leads through metrics. Consider the number of visits, sources, conversions, and the quality of these views.
- Find out why the site is being sold, as it could have issues that cause you setbacks.
- You need to verify that the content corresponds to your brand and what the organic positioning is like. You don’t want a website with architectural issues that affect on-page SEO.
- Analyze the restrictions and responsibilities you will have when purchasing the website.
- Subscribe to mailing lists on lead sales sites or in specialized Facebook and LinkedIn groups.
Website for websites with leads for sale
Here are some platforms that will help you acquire websites with qualified leads:
- Flippa is a platform where you can buy sites with high lead generation in various niches and traffic levels.
- Shopify Exchange, ideal if you’re looking for stores with high lead generation.
- Empire Flippers, here you can buy highly profitable websites with pre-existing strategies for lead acquisition. It is very secure, as it has various verification criteria.
- Leadpages is a marketplace for the acquisition of pre-existing sites. It also provides resources for creating successful landing pages.
- Webflow is ideal for acquiring websites with lead generation or creating them without code.
- Latana, here you can buy sites in Spanish specialized in different sectors, with high traffic and pre-existing leads.
If you don’t want to buy a website, then you can opt for alternatives like Sale Navigator. This LikendIn tool will help you get profiles that are very much in line with your target with an ABM approach.
Companies for the purchase of leads
Another option is companies that specialize in generating and selling qualified leads, such as LeadsPurple, iDen Global, or Compraleads. These have data focused on specific sectors such as the financial, technological, cosmetic markets, among others.
There are also platforms for data enrichment, personalization and tracking. For example, BuiltWith, Lusha, EasyLeadz, LeadIQ, and snapADDY DataQuality.
With them, you get a list of contacts with the potential to become customers without buying a website. This will quickly start your marketing process with leads who could potentially be interested in your brand.
Many experts recommend that it’s better to generate leads than to buy them. But, this will depend on your strategies or if you’re working alongside a qualified generation company.
By buying leads, you can get them quickly, increasing your customer base. You also save money when compared to other methodologies that can be expensive, such as campaigns.
However, you may find that these leads are difficult to work with or are of low quality.
When you build a list of qualified contacts, they are already interested in your business. On the contrary, purchased leads don’t know about your product or service. So, you decide what is best for you in relation to the goals you have set for yourself.
How do you know if your digital marketing strategies are working to attract web traffic?
Verification is a critical step, and you need to take it firmly! To this end, there are various tools and approaches. The idea is to use those that suit your needs and provide you with meaningful information.
How Web Traffic Can Be Measured
When you focus on digital marketing, Google has two very effective tools to check your web traffic, among other metrics. These are Google Analytics and Google Search Console.
The first allows you to access user data, finding out if they are new visitors or continuously entering your page. You will also be able to identify their location, the channel they have used to access and the type of device.
Other metrics you can know are bounce rate or session duration. That is, the time spent on the page. That information will allow you to improve the user experience, fix bugs, and improve SEO.
What pages have you viewed? What is the cost per acquisition of that lead? Find out with this valuable tool and boost your digital marketing to get the right web traffic.
Other variables you’ll get to know are:
- The conversion rate you have with respect to a given action.
- Heat maps.
- What browser or system they have used to log in.
Google Search Console, on the other hand, allows you to be more precise and pinpoint the search terms they have used to find you. Imagine, you’ll be able to use those words to promote your visibility on Google.
You’ll also know how often they click on your page and where your keywords rank. Also, if the website appears in Discover, which allows you to get more engagement and optimize branding.
Other functionalities of this Google application are:
- Know if your website is being crawled by Google’s spiders. This means that it is accessible, error-free, fast-loading, well-structured, and properly collected.
- It lets you know when it’s indexed in the index, and therefore whether it will appear in search results.
- Be aware of any mistakes that negatively affect your SEO. To illustrate, you can point out problems such as keywords with few clicks or low-quality external links.
- Identify if you have failures in the responsiveness of your website. For example, the format does not adapt to the mobile screen or the letters are too large.
To achieve the full potential of these tools and optimize your strategies, we recommend that you link Google Analytics with Google Search Console.
Aspects to consider in web analytics
Generating quality traffic and acquiring leads requires applying web analytics through certain KPIs or indicators. You need to get views, yes, but they need to stay and engage with your content. This is the only way to stimulate them to become customers.
Are you on the right track and following the fundamentals of digital marketing on Google? To find out, do the following:
- Analyze the average session duration, i.e., the time visitors spend on the page.
- Check the bounce rate, i.e. how many users leave your website without having taken any action. If you have a high percentage, it means that the page has flaws, such as unattractive CTAs or problems with loading speed.
- You need to evaluate the number of pages on your website that they enter during a session. This allows you to understand, among other things, whether your interlinking is effective or not.
- Review the acquisition or which channels you’re getting visits from. This will help you know the type of traffic; whether it is direct, organic, social, among others.
- The cost per lead or what you need to invest to reach each of these contacts.
- Determine the ROI or return on investment, so you know whether or not you have made a profit in relation to the cost of each strategy.
- Specify the origin of the leads or the channels from which they enter your website. Thus, you will emphasize those that give you a greater source of qualified traffic.
These are just a few of the indicators you can measure and analyze. It’s important to follow up with them to know the effectiveness of your strategies.
Analyze the competition
This is an essential aspect, especially if you are in a niche where there is a large offer. For example, in digital marketing, technology, finance, among others. By analyzing your competition, you will be able to understand what are the strategies that stimulate web traffic and generate quality leads.
Using this benchmark for digital marketing strategies will help you understand what your strengths are and what you need to adjust. To specify this, check the type of content, keywords, web positioning, social media activity, among other aspects.
There are different pages that can provide you with information about your competitors’ web traffic:
- Ahrefs will help you determine the keywrods that other companies have ranked. You can also identify the websites with the highest traffic, the sites that link to them, and whether they implement SEM strategies.
- SimilarWeb, you will make a comparison of your digital performance in relation to the competition.
- SemRush provides you with different statistics such as traffic, marketing strategies, as well as the relationship between keywords and backlinks.
- SE Ranking, you will be able to, among other things, get to know your competitors in terms of SEO and PPC.
- Ubersuggest, you’ll understand traffic, ranked keywords, and the most navigated sites.
A big advantage is that many of them provide you with free features. Remember, knowing who is leading your market will allow you to refine each strategy and correct small mistakes that make a difference.
What marketing questions should be asked of a business owner?
Developing an effective digital marketing strategy requires a thorough understanding of the strengths and weaknesses of the business. These will directly affect web traffic, the lead generation process, and how to get more of them using different channels.
If you are a business owner, you need to identify some fundamental aspects to boost its growth; Likewise, when you are evaluating a business to develop its business plan.
Meet the company
The first thing is to understand the company, and you can do this through questions such as:
- All short, medium and long-term values and purposes, as well as the overall mission and vision of the corporation.
- What is the customer profile(s) you want to target?
- What products or services do they have and their features?
- Who are the direct competitors within your market or niche?
- What challenges do you face when implementing marketing strategies?
Study current strategies
If there is a marketing strategy in place, you can ask the following:
- What are the channels used to implement the business plan?
- What is the current cost or budget?
- What measurement tools are implemented to estimate results in terms of web traffic or lead generation strategies?
- Which campaigns are performing the most and which aren’t?
- Which content has generated the most traffic?
- What are the channels that generate the most traffic?
- How often are marketing data and insights verified?
Look for optimization opportunities
The goal is always to improve the current state of the business. With this in mind, you should study the possible opportunities by asking:
- What aspects do you think need to be improved in your digital marketing strategies to increase web traffic and lead generation?
- Do you have any new markets or niches in the pipeline?
- What are the goals you haven’t reached yet?
- Have you identified any blue oceans?
- Is there a certain trend they want to explore or a certain technology that interests them?
Open-ended questions like these will allow you to gather important information such as goals and a precise customer profile. This will save you time, effort, and money in creating new strategies or refining existing ones.
Digital Marketing for Small Business Owners
Small businesses have particular needs, therefore, digital marketing on Google must work towards those requirements. One of the main obstacles they may face is the small budget and high competition.
That is why it is necessary to promote a close connection with the target audience, and thus foster brand recognition. It is essential to identify which are the most suitable channels to encourage web traffic.
Of course, the first thing is to have defined goals and know what you want to achieve with your business strategy. For example, increasing web traffic from social media or promoting lead generation through landing pages.
The way to achieve this is to know very well who your customer is. Thus, you will point to those aspects they need, the channels they use, devices or times they browse, among other data. Knowing this, you will create more successful content or campaigns.
Have an SEO-optimized website that is attractive and offers an excellent user experience. This will allow you to achieve good visibility and be available to those potential leads that interest you.
Develop valuable content that answers your users’ questions and informs or educates them. Content marketing is one of the most cost-effective techniques for capturing leads and achieving conversions.
Use social networks, with this you will have a close relationship with your audience, and you will be able to redirect them without being intrusive. You can also sell directly or run very specific campaigns.
If you have a budget, we invite you to invest in advertising such as campaigns, ads, remarketing, videos, among others. This will give you an advantage in terms of organic results.
Don’t forget to follow up to see how your strategies are working. Some very useful tools that you can use are: Google My Business, Facebook Business Suite, Google Analytics, Hootsuite, among others.
All of these digital marketing tips for small business owners add up. In other words, they will make you advance towards the realization of each of your goals.
Why is digital marketing training necessary?
Adapting to change is one of the most important factors for your company to stay competitive. Let’s face it, every day the industry you work in undergoes transformations. For example, new technologies, changes in customer buying behavior, or new companies emerge.
If you want to stand out, you need to identify what aspects vary and how to deal with them. In this regard, marketing tools and strategies are essential.
When your team has this knowledge, they will make better decisions in favor of business goals. They will also more quickly identify those negatives that are affecting sales and profits. This has a direct impact on the growth and development of the company.
Constant training is the best answer, because even though you can hire an agency, it’s always good to have in-house specialists. They know all the details of the business, so they will be able to visualize possible errors and weaknesses to apply early corrections.
Customers will always be at the center of any commercial action; If you know how to attract and promote them, you’ll be one step ahead of your competitors.
A solid background in digital marketing ensures the correct application of each of your strategies, as well as their follow-up. In this sense, your company’s retention, conversions, and sales will increase.
Let's propose an example: digital marketing agency for construction companies
This is a business sector that has a customer segment with very precise demands. To illustrate, they expect technical expertise, professionalism, reliability, and safety.
Therefore, a digital marketing agency for construction companies should focus on aspects such as:
- An in-depth analysis of business strategies, including the great competition faced by this sector and the demands of the target audience. This will make it possible to identify strengths, risks, opportunities and anticipate possible reluctance.
- Know that this type of market is quite fragmented.
- Develop an original proposal, which allows differentiation with respect to the competition.
- Focus on promoting good customer relationships and customer loyalty.
- Have an in-depth understanding of the industry and the constraints it faces. Among other things, the high cost of customer acquisition and a very long sales cycle.
- Ensure that these aspects are reflected on the web. The idea is that all customer questions are already answered. To illustrate this, information will be provided on the compensation mechanisms when a problem occurs or a work cannot be completed.
- Customization of the strategy according to the specific goals of the company. A small construction company is not the same as a business focused on the B2B market.
- It is important that aspects such as staff presentations, testimonials and previous work are considered on the website.
Likewise, it is essential to work on the following:
Creating Relevant Content
Quality publications that encourage the trust and credibility of customers. It should be in attractive formats such as videos, infographics, or valuable items. They will be published on channels such as the web, networks, email, blogs, among others.
SEM Optimization & Advertising
Good SEO helps your website appear at the top of the search engine, and will allow you to stimulate traffic to the website.
Here it is important to consider local SEO through GMB, which will make you visible among customers who are close to your business. Thus, you will significantly improve the brand image, promoting trustworthiness and reputation.
In addition, it offers a higher long-term return when compared to SEM advertising.
Also, you should work on paid advertising, which will allow you to appear above the organic results. As well as on different websites that are related to your sector. This will give you more opportunities to capture qualified leads that browse pages related to your niche.
Enriching your contacts will help you maintain constant communication and build loyalty with leads. It also provides segmentation opportunities, which is essential in this fragmented industry.
It’s a low-cost digital marketing strategy, ideal for small businesses that don’t own a lot of capital. As a bonus, it provides a great return on investment.
Analysis & Monitoring
Monitoring results is essential to know what works or doesn’t. This is especially relevant in a sector where large investments are required. It is not only about aspects such as materials, labor, machinery, but also about the capture of leads itself.
Adobe Analytics, Zoho Analytics, Crazy Egg, Facebook Pixel, LinkedIn Analytics. Here are some tools that will help evaluate web traffic, lead generation, and other digital marketing strategies.
Correct Digital Marketing Strategy Equals Web Traffic
Now you know that a digital marketing strategy optimized to generate web traffic must have a comprehensive approach. Also, that a successful plan will increase quality lead generation.
Of course, it is important not to rush the process, because generating good leads is a long road. It requires continuity, knowledge of the basics of digital marketing, and hard work.
Don’t forget to use tools to measure results, as well as that of your competitors. This step is essential to know if you are achieving your short, medium and long-term goals.
