How To Increase Inbound Sales Calls From Mobile Search Traffic

So you’ve been thinking about it lately: how to increase inbound sales call coming from qualified prospects. Now you feel the void because all that you are doing currently or did in the recent past weren’t getting you enough leads or sales.

Let me get this in your head, business and marketing success requires constant improvement.

Ask Google and Apple.

And I bet that’s one reason why you are here. Thanks for stopping by. You understand the fact that additional quality information would open your mind-eye to new possibilities. And possibly, enable you to take the required actions.

Without progressive actions, it will be painfully hard to meet up with most of your important responsibilities right now. And as a business owner or marketing manager, this could mean that important goals will remain unaccomplished for a long time to come. Sure you want better marketing outcomes sooner than later?

How To Increase Inbound Sales: Why Mobile Search Traffic?

mobile search engine marketing strategy

First of all, this is a channel of search engine traffic (human visitors) that flows through mobile tablets and smartphones only.

Specifically, I am referring to people that are actively searching for precise products, services or information in search engines like Google, Bing and others.

Without being told, I’m 98% sure that you are among the hundreds of millions of people that use Google on daily, weekly or monthly basis. Probably you have done a search for specific products or services in recent times. And like many others, the intent will always match one of the following:

  • Research for future purchases
  • Make price comparison
  • Immediate need for a product or service
  • Confirm availability of certain products
  • Identify seller’s location or address before leaving your home or office
  • Research product features before purchase
  • Find coupons and discounts for immediate purchase
  • Confirm affordability of what you need now
  • Reserve rental equipment, hotel rooms or event space
  • Find solution to a specific health problem and providers within reach
  • Make replacement of working tools or spare parts
  • Urgent repair of business tools or home related repairs
  • Confirm compatibility of certain products with others before purchase

And many more reasons why people from across the world conduct over 3 billion searches daily on Google alone. In the context of these varying search engine user intents, the words we use to do the search are called ‘buyer keywords’. That’s when the intent is to buy something online or offline.

You can also refer to these things as commercial searches. Interestingly, it happens daily across every niche market you can think of. Below is one good example with 720 searches per month.

In 2016, Google stated that around 50% of their overall search engine traffic now flows through mobile. And that includes the types of commercial searches mentioned above.

To underscore the value of commercial mobile search engine traffic, it was also revealed in one of their studies that 50% of local searches on mobile leads to a store visit within 24 hours.

Call Rail also found in a study of 10,000 businesses that 25% of overall inbound sales calls originate from search engines like Google, Bing and Yahoo. Enough of the numbers now, let’s look at how to increase inbound sales calls coming to your business.

  1. Mobile Search Engine Optimization

While it is possible to get inbound sales calls from desktop searches, traffic from mobile devices delivers more phone calls. Click to call buttons contributes to growing potential in this context.

Mobile search engine optimization is mostly about taking specific actions that will impact your ranking for selected keywords. So that when people search with their mobile devices your site will be found. Here are some of the things you can do to get started on this one.

  • Identify The Top Ranking Pages On Your Website

Go to Google search console. That is if you have it installed in your website. Click on search traffic, and then Search Analytics. On the next page that is open, click queries and pages as shown in the shot below. From there you will see the top search terms and most trafficked pages on your site.

video agency lead generation strategy

Go to those top pages and make your phone numbers or click to call button more visible on them. Hint; just the top of your pages (header) is not enough.

Consider adding the call icon or phone number very close to your footer or just in front of it.

Note, if your pricing and service description pages doesn’t show up among the top 20 – 50 pages, endeavor to add it as soon as possible. Do this thing before investing a dollar or minute into active mobile SEO.

If you want to see the number of clicks coming from mobile search, click on the Devices radio button as shown in the screen shot above.

  • Track Your Mobile Search Ranking

In order to improve mobile search ranking you need to track your website’s current ranking position in relation to the most valuable keywords. Seeing your current position will enable you make better forecast for ongoing improvement in the future.

It is also important for measuring the outcome of your optimization efforts or expenditure.

For this tracking purpose, you can us; they have free 30 day trial on all plans.

  • Optimize The Most Valuable Keywords

There are two ways you can find the most valuable keywords in your business. First is Google adwords data. If you have been running Google adwords advertising for a while and you are getting leads or sales conversion, take a look into your dashboard and identify these high value keywords.

If you have not been doing it on the other hand, you can run some cheap $50 – $500 test campaign to gather some real data.

The second source is call conversion or call tracking data. Identifying the exact keywords that have actually delivered real revenue is highly valuable. The key thing is to set some call tracking system in place to get useful insights from the data.

Invoca and Call Rail seem to be the best solutions in the marketplace for now. These tools will also make it possible to have a record of conversations between prospective customers and the person in charge of sales.

After selecting the search terms, create more quality contents. Build backlinks with these keywords from authoritative domains. You can as well use Facebook paid advertisements to promote your contents in front of mobile users only.

For more insights, see this call conversion and optimization case study of 48% increase in lead generation conversion rate for a travel agency.

  • Work On Your Site Loading Speed

website speed optimization

Without doubt, common sense should tell you that slow site loading speed is a conversion killer. Hence, we live in a world of fragmented, short attention spans.

People want their needs fulfilled now, not later. I bet the same fact applies regarding your own personal and business needs too.

Need consistent growth of organic traffic and quality leads…? Click this link to Request Complete SEO Audit And Optimization Strategy.

So if your site is plagued with slow loading speed, you are already on the losing edge. Remember, you are always in competition for the limited volume of qualified prospects in your target niche. And the unfortunate thing is; this is the kind of problem you won’t see with your eyes if no one tells you about it or how to identify it.

From many different channels, you can spend good time and money sending traffic to your beautifully designed website.

But if it is not loading fast enough, under five seconds on average, conversion rate will remain painfully poor. Here is one of the seemingly minor but important areas where expert SEO audit will help to make measurable improvement in online lead generation strategy.

Practically, even two seconds improvement in your site’s mobile loading speed will impact both the search ranking and conversion.

Because of the instant gratification tendency in all us, anything less than seamless user experience on mobile screen puts your business at a disadvantage. One or two studies from Google’s Micro Moments report will expand your understanding in this regard.

  1. Use Adwords Call Extension

Google offers their advertisers the opportunity to add phone numbers or click-to-call button to text based ad campaigns. This is what is being referred to as call extension. The idea is to attract people who need immediate and interactive human to human clarification before a purchase.

This extension appears in two ways.

If the device used to conduct a search is desktop, the real phone number will display just like the ad below. This can as well appear together with location extension.

phone calls vs web forms

To attract people doing their searches with mobile devices only, you can set your device preference to mobile preferred. And by using this mobile targeting option, you’ll increase your ad potential to get inbound sales calls and quality leads from targeted traffic. With this option, your prospects will see click to call icon or button within the ad. See sample below.

Here is one of the beginner mistakes I see in Google adwords advertising: not using location and call extensions. Take note if you a higher ticket service provider.

With the desktop option, people can also visit your landing page. So be sure to add click to call buttons in your landing pages too.

  1. Leverage Call Only Ads

This is a single goal oriented kind of Google Adwords advertising. And that single goal is to get phone calls from people actively searching for specific products or services. This is one of the best means on how to increase inbound sales call.

Assuming you have been using Google adwords for a while now, congratulations: you now have some useful data points that can be used to create profitable call only ads.

If not, you can always start a test campaign with $100 – $500 depending on your goals, budget and type of business.

From your dashboard you should be able to identify the exact campaigns, ad groups, ads or keywords delivering profitable conversions to your business. With that data, you can then create tight loop call only campaigns to get both immediate and future sales.

‘Phone calls have the benefit of immediacy. It gives consumers the power. Most importantly, they get to choose when to connect, not when you want.’ – Amber Tiffany, Invoca.

Now let me ask you, isn’t this better that pushing products and services to the right people at the wrong time? Think about cold calls for a minute.

When you read the fact that 80% of internet users own smartphones, you also understand why ‘search’ gets a very large share of overall online activity.  In some circles and countries, there is a trend now referred to as ‘mobile first demographic’ and even ‘mobile only’.

Think about the effect that personalization will have on your marketing. For those local services that often require personal touch, phone calls are bound to make a difference. Examples include legal, health, finance, human resources etc.

Using call only ads will help to attract people at the point of valuable purchase decisions.

The term ‘nursing staffing agencies’ is searched 2,900 times monthly in California, USA. Assuming you have health staffing agency in this location, then you get 50 phone calls per month and converted 3 callers into paying clients. How much would these three conversions worth in your business?

how to get recruitment clients

Sure you know your numbers more than me – revenue per placement wise!

Mind you that this is a conservative estimate. And you can target as many relevant keywords as you like. Wordstream has a detailed call only ad campaign guide for starters in this link.

See call only ad example below.

While this type of Google adwords ad can get phone call from real customers, reporting and conversion tracking is practically limited. You cannot see the caller ID, zip code or other useful data like record of call conversation with Google.

That’s where third party call tracking tools comes in. Again, CallRail, Call Tracking Metrics, DialogueTech are good options for this.

This is how to increase inbound sales calls with calls only ads.

Related: The Staffing Agency Guide To Google Adwords Remarketing 

  1. Inbound Sales Call Tracking

Obviously, third party call tracking software providers tend to have more beneficial features than what is obtainable from Google adwords features. As one of the experts in this SaaS niche vertical puts it: ‘our ultimate goal is to help marketers and business owners see the full picture of outcomes from their marketing strategies’.

inbound lead generation for recruitment agencies

So this implies that there is always a half picture among many marketers and business owners.

According to Hubspot, 43% of marketers identify inability to provide accurate marketing ROI data as one of their biggest challenges.

Imagine this scenario, you are running a Google adwords campaign. From that campaign you are getting phone calls and offline sales regularly. However, the online conversion funnel which is the only part you track gets less impressive ROI because you can only see traffic numbers directly.

Eventually, you decide to kill the campaign. And then your sales volume starts plummeting downwards. Now, do you see the implication of half conversion picture?

Good data helps to make better decisions. At some points, it becomes a real competitive advantage. And that’s what inbound sales call tracking software does. Let’s look at some of the useful data points that can be leveraged in your online marketing campaigns.

  • Caller ID

Practically, this consists of many things in one. You will be able to see the name, zip code, phone number, advertising channel, campaign, ad and referring Url. With this information, you can plan better nurturing campaigns to increase conversion.

  • Online And Offline Channel Tracking

Unknown to many people, it is also possible to track inbound sales calls from offline campaign, just like online channels. Specifically for mobile search traffic, you can track Google adword campaigns, ad groups, ads and keyword.

Beside paid PPC search, these tools can also track phone calls generated from organic search engine traffic.

These data points can help you identify what is not working (wasting your money), and then eliminate them to save money for profitable marketing activities. With call recording for instance, you can spot a pattern of inbound calls that doesn’t convert at all.

  • Conversion Tracking

For most of the tools in this niche, integration with Google analytics and Adwords makes it possible to track real conversions. So with the campaign, ad group, ads and keywords conversion data, you’ll then get full scale ROI report.

Now you can compare your marketing cost and revenue outcomes.

Call Rail and Zapier also give you access to 700+ integrations. Lots of interesting possibilities abound in between.

  • Geo Routing

Connecting callers to the right person at the right time is very important. However, things get messy when your business has multiple branch locations. That means some qualified prospects will definitely be lost through a clunky call transfer process.

This is where automatic geographic routing comes into play.

Now you can have your callers routed to the right, nearest location. With zip or area code options, you’ll become able to define how the inbound sales calls would be distributed based on radius. People who do pay per call affiliate marketing already thrive in this regard. So that possibilities are within your reach too.

This makes it possible to identify the exact locations that get higher volume of leads and sales per month.

  • Call Recording

As the business owner or head of marketing, you may not be able to see in real time how your sales reps are performing on the phone.

Sales call recording helps to identify patterns, address buyer objections and improve on employee conversation intelligence. Most of these tools also offer the ability to record outbound and inbound calls from specific numbers too.

From the call records, you may consider building a script based on proven conversation angles that lead to closed sales.

The ultimate fact here is that better information will enable you and your team to make better decisions with regard to marketing budget allocation. And this is the essence of seeing the full conversion picture, not half of it. Thus, you’ll continue to miss out on the data and competitive insights if you don’t have call tracking set up.

With a platform like CallTrackingMetrics, it takes just $19 per month to get started. Other costs also apply, but it’s not going to be comparable with the benefits.


While this is not meant to be an exhaustive guide, these are some of the practical ways on how to increase inbound sales call or quality leads from mobile search traffic. Taking the time to explore further will certainly give you an edge over your competitors that are not doing these things right now.

Even though there are no guaranteed outcomes, it is really worth putting to test.

One of the most important things that you can accomplish with call tracking is to eliminate or reduce expenditure on marketing channels identified with lowest ROI.

Moreover, you can use Google adwords conversion data to improve your business blogging strategy. Finally with a full tracking solution, it becomes possible to measure the ROI from your Google adwords, business blogging and organic search engine traffic.

Need more phone calls from qualified leads within your target locations?

Get In Touch To Discuss Your Marketing Goals And Challenges Today. You may want Request SEO Audit if you want long term compounding ROI.


Blog Posts vs Landing Pages: The Staffing Agency Lead Generation Guide

When it comes to staffing agency lead generation strategies, many people still depend 100% on old parochial approach.  Consequently, they operate blindly unaware of other marketing opportunities that exist beyond their current practices.

By parochial approach I am referring to an attitude of using the sample old strategies every other day, week, month or year without improvement.

While it is easy for everyone to have desire for improved marketing and business processes, not everyone knows how to go about it.

In the context of recruitment lead generation, not everyone knows the difference between business blog posts vs landing pages. Obviously, understanding all the iota details in online marketing for instance; shouldn’t be headache for everyone.

If you are the CEO of an agency for instance, marketing shouldn’t be ‘your thing’.

Granted you have your own over filled schedule. But if your lead generation pipeline isn’t working as much as you desire, then that should be your head ache.

Probably, you already have a consulting agency website. But unfortunately, there is no active business blog integrated inside from day one.

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I know you have been operating well and getting clients without a business blog.

However, this also implies that you may not as well be able to tell the difference between blog posts vs landing pages. Irrespective of this, you have this strong desire to improve your staffing agency lead generation strategies.

On the other hand, you may have the approach of delivering or hiring someone to deliver Google adwords traffic to your home page only.

While the low conversion outcome that comes from such Google adwords advertising strategy doesn’t hurt, there is a sizable room for improvement.

Perhaps, understanding the difference between the two types of web pages will enable you to leverage either or both of them at the same time.

Blog Posts vs Landing Pages: The Difference

According to Hubspot, the inbound marketing platform solutions provider,

‘All landing pages are web pages (blog posts inclusive). But not all web pages are landing pages.’

What then is the difference you may ask? The differences are in the contents, design, context and function. Even though there could be some overlapping factors, these things are not practically the same.

Business Blog Posts

These are contents written on a web page usually the long form types that are meant to accomplish many different things.

Most times, blog posts exist on dynamic content management and publishing systems. CMS in this case can be used to publish web pages and contents without touching the underlying codes.

Let’s look at the core functions that make blog posts different.

  • Content 

As noted in the definition above, it is usually more of written texts. That is to say, majority of blog post contents are texts. However, quality blog posts often contain images, videos and GIFs at the same time.

But a bigger emphasis is always on the written text – headline, sub heading and body content.

  • Function

This is the core of the difference. In most business contexts, the functions of blog posts are practically different.

Among other things, they are used for promoting expertise, products, building trust, growing brand awareness, generating search engine traffic, quality leads and sales.

If you don’t know how to accomplish all of these in a single blog post, then you really may need to learn more or hire a business blogging expert to help.

See this guide on conversion focused business blogging.  (see sample post below/add shot).

So for those who are interested in how to generate leads without cold calling, starting an active business blog is one good option.

This is one of the proven ways to improve staffing agency lead generation strategies. In other words merely having a website won’t get the opportunities to increase your monthly billing.

  • Position

The position of blog posts vs landing pages within a website are not the same. Based on prevailing web design principles, most blog posts exist within a website beside other contents.

That is, in a typical website, both other contents on the site, navigation links and blog posts exist visibly side by side. See what I mean below. (add shot).

So it is left for website visitors to decide what to read depending on the intent with which they came to your site.

Dedicated Landing Pages

Now we know that not all web pages are landing pages, what are they?

These are special pages created for a unique segment of your website traffic or target audience. Unlike blog posts, most landing pages are dynamic in nature with one or few form fields.

Let’s look at the core things that define landing pages in the context of staffing agency lead generation.

  • Landing Page Contents

Though there is nothing that stops one from using long form landing pages like blog posts.

However, too many studies have proven that short, laser focused landing page often converts better. In addition to being short, it makes use of images and videos as well to induce conversions.

A form field that requires the user input is one key part of every high conversion landing page.

So in practical terms, fewer form fields convert better. Again, nothing stops you from packing too many form fields into your landing page.

This Trulia landing page is just a perfect example.

While it is possible to add opt-in forms within blob posts as part of your staffing agency lead generation strategy, most people don’t even do this at all. Note that it goes beyond adding generic newsletter lead magnet below your blog or on the side bar.

See this post on how content upgrades work.

  • Landing Page Function

Unlike blog posts, most high conversion landing pages often have a single goal, not multiple.

The premise is that multiple offers or call to action on a page puts people in a state of indecision. But when the entire, few contents are aligned with single intent of the visitor, conversion rate goes higher.

In the context of Google adwords advertising for instance, dedicated landing pages are used to generate service quotes, recruitment leads, build email lists, increase inbound sales call, deliver an ebook, white paper, video or case studies.

In comparison, dedicated landing pages often convert more than home page. However, you have to test both in order to find out what works in your niche and business.

In terms of landing page use cases, premium product developers like Thrive Themes, Unbounce and LeadPages have lots of landing page templates for any purpose you can think of.

How To Combine Blog Post And Landing Page

In some sense, parochial approach could also mean that you are using one of these lead generation strategies and ignoring the other.

A practical example will be running Google adwords campaign and ignoring the benefits of starting a business blog 100%.

I say this because my research across different countries shows that many recruitment agencies that use Google adwords advertising do not have a blog at all.

In such cases it is either they are driving all traffic to home page, dedicated landing pages or both.

Even though the current conversions could be very impressive, your website’s potential for generating organic search engine traffic, leads and revenue from blog posts will remain untapped.

Below are some specific actions you can take to experience the benefits of using the two at a time.

#1: More Leads From Blog Post

Depending on your content strategy, quality posts within your business blog should be supporting landing pages too.

The key thing is to use contextually relevant internal links to deliver traffic to your dedicated lead generation landing pages. (find and add example)

Note that am referring to simple text links only.

So make moderate use of selected keywords when linking. If you have a landing page about ‘how to hire passive candidates’, your blog posts about the same topic should be linking to it. Do this once or few times depending on the length of posts.

However, this can only work if you have a blog and some landing pages. Without these things, you’ll continue to miss out on the marketing benefits.

#2: Lead Generation Content Upgrades

These are special lead magnets integrated within a long form blog post for the purpose of generating leads or building an email list.

They are usually embedded within the context of your blog post topic. Instead of leading directly to a landing page, what most people use is light box pop ups.

When you click the link on embedded content upgrade with a blog post, it opens an opt-in form or link to a landing page.

Check this content upgrade case study of 540% by Brian Dean of Backlinko. Below is also an example of content upgrade. (add shot).

#3: Combining Both

For those who are yet to start generating leads from their basic website, it’s easy to sit where they are now and conclude that these things doesn’t work. Bear in mind that a lack of awareness of how landing pages and business blogs work doesn’t mean that the possibilities are not there.

Without a deep research, it’s not that hard to find recruitment agencies that are not using both an active business blog and dedicated landing pages.

Interestingly, some among these staffing consultants still use Google adwords to drive traffic to their home and other pages.

The benefits of combining the two apply to both potential candidates and clients visiting your website. This is one of the best ways to improve your staffing agency lead generation strategy.

Thus, in order to maximize marketing ROI, you should also consider making use of the two at the same time.

From my own experience with other consulting businesses as a digital marketer, the cost can never be equal to the benefits.

While dedicated landing pages offers the benefits of A/B testing, a considerable blog posting frequency will help in consistent growth of organic, free search engine traffic.

Now you know the different between business blog posts vs landing pages. Only you can tell whether you are actually making use of these effective online marketing tools in your recruitment business.

Even if you are currently using the two, it’s only the results you get from them that can prove how well they are working for you.

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With a considerable Google adwords advertising budget, you can as well use same to start driving quality traffic to your lead generation landing pages and blog posts.

A simple research in your niche market within Google will reveal the extent to which your competitors are using these staffing agency lead generation strategies.

Share your experience and challenges in the comment section. Which one among the two is working for you now and why are you not using the other?

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

Web Forms vs Inbound Phone Calls: A Practical Comparison

An effective online lead generation strategy can only be tested in two ways. First is the quality of leads being generated; think about conversion rate. Is your current rate high enough or painfully low?

Second measurement of effectiveness is the consistency of generating sufficient new leads daily, weekly or monthly.

Unfortunately, if the current performance numbers in these two dimensions are not impressive at all, then something different need to be done.

In this case, the need for improvement depends on how urgent it is.

When it comes to online lead generation, you could be dependent on web form submits like many other business owners or marketers.

Besides, it is also possible that you have phone numbers on few pages in your site. However, you still have no idea of how many phone calls are coming from your website visitors.

While there is nothing wrong with web form lead generation, this post will explore the comparative difference between web forms vs inbound sales calls.

At the end you will have greater insights on specific things that can be done to improve your online lead generation strategy.

Online Lead Generation Form Types

  • Contact Forms

Depending on how your forms are configured and purpose of contact, anyone that spares some minutes to fill out your contact form is considered a lead. This is the most common type of lead generation form used across many websites.

Most useful forms often have multiple text fields that help to filter your prospects’ purpose of contact.

  • Service Quote Request Forms 

Most people who get good results from their sites have this one. These are forms that are created to direct prospects on how to request the exact services they need or quote for specific services.

This one is common among offline service firms in the solar, insurance, painting and other niche markets.  See sample below.

painting services lead generation

  • Lead Magnet Opt-in Forms

These types of online lead generation forms are mostly used to give something of value to website visitors in exchange for their contact information.

Think about ebooks, white papers, case studies, webinars etc.

Regardless of the type you use, it is either you are tracking form submissions or not. And that depends to some extent on your website traffic volume.

Like all other analytics use cases, form tracking helps to make informed decisions and improvements where possible.

And if you have some relatively good traffic volume, doing some form A/B testing will make it easy for you to identify what works better than the others.

For example, you may want to test form submission page copies or text fields.

But why compare web form vs inbound phone calls in the first place?

Well, it’s a mobile first world we live in. And this has lots of meanings and implications in different contexts.

For instance, it means that a great percentage of the purchases that end up on desktop or laptop originate from mobile devices.

According to Google, 70% of people who search for specific products or services on mobile devices often make phone calls at the same time.

‘The phone call has been the backbone of sales for decades and it is still a driving force today. But it is not easy. Not everyone is a cold calling Pro who knows how to immediately capture a prospects attention on the phone.’ – Ramin Assemi,

In the search spectrum, Search Engine Land reported that 60% all searches now happen on mobile devices. Without doubt, this includes searches for keywords within your niche.

Social Spectrum: On Facebook alone, 90% (934 million) of their daily active users comes from mobile. Regardless of your location, some of these people belong to your target demographic.

Email Spectrum: Kayla Lewkowicz of  Privy once reported that 56% of email engagement now occur on mobile devices. So if you don’t have an automated email marketing strategy in place, think about this.

Web Form vs Inbound Phone Calls: The Key Comparative Difference

#1: Conversion Barrier 

In our fast paced world of impatience and instant gratification, any online lead generation strategy that puts demanding responsibility on prospects proves less effective.

When you read case studies of single vs multiple page check outs, you’ll understand more of what I mean here.

Thus, the main fact is that less is often better.

In many different contexts, many people are not just comfortable giving out their personal information – name, phone and email. So whether you are using free strategy sessions, white papers, quote request or others, it is really important to lower your conversion barrier.

Web Form: In other to qualify leads, most people often use intimidating multiple form fields and long CRM hooks. Practically, this increases the typing work to be done, required time as well as conversion barrier.

So asking for personal information from cold website visitors won’t get you the conversion rate you desire.

Phone Call: In most contexts you can think of, it takes just a single click-to-call button to get connected to a sales rep. Just as a testament to this, Invoca’s data revealed that phone calls convert 10X more than online generated leads.

#2: Lead Quality 

When it comes to effective lead generation strategy, quantity is never a solution to all of the problems at hand.

In simple offline settings, pouring water into a leaky bucket understandably leads to waste. However, in order to avoid the undesirable consequences of empty lead generation pipeline, many people still believe that generating more leads is all they need.

inbound lead lead generation funnel

Hence they continue to invest resources in generation of low quality leads.

Unfortunately at the end of the day, all they get is low or flat zero ROI. Sure you want desirable outcomes better than that.

Web form: Regardless of the lead magnet you use, it is easy for anyone to visit your website, fill a form, download stuff and walk away. In that case, both qualified and unqualified leads are filling your pipeline.

Phone Call: In high ticket service niche markets, many decision makers still prefer phone conversation before fixing appointment (online/offline), requesting a quote, making reservation or payment.

Thus, picking up the phone to call remains a real proof of interest in specific product or service, not your free lead magnet. The other important thing worth noting is that the lead quality is often higher when these inbound leads calls in from paid search or organic SEO.

#3: Lead Drop Offs

Irrespective of your optimization intelligence and experience, majority of your prospective leads will still drop off the web form. In other words, the web form page view and completed form submissions can never be equal.

If you are an inbound lead generation consultant or marketer like me, you may also leverage some retargeting strategies to increase conversion rate and ROI.

But even when all of these things are done 100% correctly, drop offs will still be happening in your lead generation pipeline.

online lead generation strategy

How long does it take on average for you to follow up on web form generated leads?

Web form: Based on the concept of customer journey, it is very obvious that all of your qualified prospects won’t be ready to convert into leads or paying customer at the same time.

Hence, lead nurturing takes time. And then along that journey, many things happen against your conversion goal.

Even at the point of generating leads with a web form, whole lot of things can just cause the drop off to happen. Some of the causes include the form field conversion barrier identified earlier.

Inbound Phone Call: With phone calls, the conversion cycle is often shorter. And there are fewer incidents of drop off.

Depending on how fast you are following up after form submission, you are likely to have even higher drop offs if you wait long than 5 minutes to contact web form generated leads. Thus, in this context, InsideSales found that only 29% of web leads are properly contacted.

Think about the difference between customers choosing when to discuss their need vs you calling them at an odd time of the day.

According to DialogTech, a mobile marketing services provider that helps to trigger phone calls from web forms, calling web generated leads before your competitors often result in 238% difference in conversion rate.

With these facts about lead drop offs, you now have even more reasons to integrate inbound phone call generation in your overall marketing strategy. Let’s explore how to get started doing that.

inbound phone call generation

What is the #1 driver of inbound phone calls in your own business?

Google Adwords Call Extension

When you do a search in Google for product or service related keywords, the PPC ads you see very often is enough to tell you that not all businesses are using call extension now. And if you have been using Google adwords advertising without it, this is the time to pay serious attention.

Remember that right now, mobile traffic is growing strongly in all dimensions – search, email, social, video etc.

Call extension is a simple feature of Google adwords that gives advertisers space to add specific phone number or click-to-call button to their ads.

Obviously, the intent is to attract inbound sales phone calls from qualified prospects as at the time of searching for the product or services they need.

This feature works in two ways.

If the people viewing your paid search ads are from mobile devices, they see a click to call button within your ad. Thus, every call is counted as a click, just like clicking to visit landing pages.

At this level, conversions are counted based on set call duration. And to get maximum inbound calls from this option, you should set your ad to be mobile preferred.

In the instance that your ad was created to run on both mobile and desktop devices, your phone number will display in the search results.

Hence, prospective customers can choose to call right away or visit your landing page.

Google Call Only Campaigns

This is the type of ad that has no destination landing page attached. The singular objective is to generate inbound calls or leads from paid search marketing. After seeing your PPC advertisement, the only option the targeted prospects will have is to call your phone.

Regardless of the sources from which you deliver traffic to your web forms, the lead quality can never be equal. Moreover, the conversion cycle or duration can hardly be equal as well.

Interestingly, if you have call filtering technology in place, the quality is bound to be higher than what is obtainable from web forms.

Based on my experience, the best way to get maximum ROI from call only campaigns is to do some deep keyword research, use local keywords and conduct A/B testing.

With professional keyword research, you will be able to choose the type of prospects to attract based on purchase intent.

Mobile Specific Adwords Campaign

In addition to location and keywords, you also have option to choose mobile preferred for your adwords campaign.  This is a simple feature for telling Google to run your search marketing advertisements on mobile devices only.

So in a case that you are not using call extension, the best you can do is to add click to call buttons in your mobile optimized landing pages. With that a certain percentage of your mobile search traffic will then start calling.

Think of what you could get from generating 1000 – 10,000 mobile search visitors over a 30 days period. Question, how much is a single conversion worth in your business?

Here is a sample landing page with click to call button.

Remarketing List For Search Ads

google adwords remarketing list for search ads

Whether you are aware or not, there are just too many reasons why the majority of your website visitors will leave without converting into leads or customers.

This fact also applies all through whether you are generating a great volume of mobile search traffic or not.

Think you are alone on this? Think again.

In the eCommerce world for instance, one study found that close to 89% of online shopping carts are abandoned by shoppers.

Remarketing list for search ads helps to reach and bring back qualified visitors within minutes, days or weeks or even months after leaving your website.

To a lay marketing man, the next question is how?

When people visit your website and leave to continue their search for specific product or services, this adwords feature enables business owners to reach out to them within 540 days period.

That is the maximum number of days that a remarketing list can be valid.

This is how remarketing list for search ads work. You generate a piece of code and paste in your home of other pages. As people visit the page that carries that code, they will be added to your list.

For example, if I visited the HR training page in your website, you can use remarketing list for search to show me more reasons (additional value propositions) why I should invest in your training – within 540 days after leaving that page.

By leveraging mobile search traffic in this context, you’ll be positioning your business for maximum phone calls from high quality leads.

A simple test research with high value keywords will let you find out if there are advertisers in your niche using these mobile marketing strategies right now. If not, learn to do it yourself or hire an adwords consultant to get you started right away.

To implement an effective online lead generation strategy through remarketing, you should consider splitting your budget between Google adwords and Facebook.

So that when people leave your site and land on both sides, you can as well reach them when the time is right. Obviously, being visible in multiple channels maximizes your opportunity to win the sale from ready buyers.

Integrated Call Tracking

how call tracking works

As I observed in one of my blog posts, competing without data is just the same as walking in a crowded marketplace with closed eyes.

Someone once said that: ‘half of your marketing efforts are not working. But the problem is which half’.

Obviously, the half that doesn’t work often wastes scarce resources – time and money. And to a whole lot of people; identifying that half is a very big challenge. That is why constant testing has been identified as a winning strategy.

Beside the problem of waste, increased insights from marketing analytics help to allocate budget to strategies that drive bigger ROI.

That is what data driven optimization is all about.

And that is where integrated call tracking comes in the context of inbound sales call generation.

While Google adwords tracking serves some people, there is a whole lot of other third party call tracking software providers that serves in the mobile spectrum.

With integrated call tracking, the data layers that help to extend marketing insights include the following:

  • Online campaign tracking: track phone calls from different online marketing channels
  • Keyword tracking: Identify the keywords delivering the most valuable calls to your business
  • Offline call tracking: measure the outcomes from your TV, radios, posters, bill board ads etc
  • Location tracking: Pin point the locations delivering the most conversions
  • Facebook pages: if you are active on Facebook, you can measure week to week outcomes
  • Call routing: route inbound sales calls to the appropriate location or sales rep
  • Call recording : gain competitive insights from prospective customer conversations

These and more are the key features you can expect from a complete call tracking software. Don’t just rely on adwords call reporting only.

Mind you, a simple hint can lead to revenue boosting optimization without spending a dollar at all.


Finally, the fact is that human to human interaction often works better in many different marketing contexts. This is why a lot of businesses still value phone calls more than website visits or email addresses meant for downloading free offers only.

Think about the issues of customer objections.

The effectiveness of addressing them in an interactive conversation cannot be equally same with written texts on a web form.

So when you look at web forms vs inbound calls, think about the conversion barriers, conversion cycle, lead quality and drop offs.

And in the context of search engine marketing, setting strategies to attract people when they have proven need for your services will certainly improve your lead generation strategy.

Even right now, you can take some time to do some test research within Google and your niche. Use some high value keywords, do a search, visit some landing pages and see the people using some of the strategies discussed here in your niche.

Share your lead generation experiences or challenges in the section below. How is your web form working for you right now?

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

When Your Qualified Leads Cannot Afford It

In many B2B service markets, the quantity vs quality lead generation challenges still persist. Interestingly, most of the people facing these challenges do not know how inbound marketing works.

Hence, they stay busy filling their pipeline with low quality leads.

‘For us the problem is not about generating enough leads. Our major problem is the quality of leads that don’t convert as much as we want. Unfortunately, this traps us in low ROI at the end of every accounting month. While we have the will and budget to make improvement, we don’t know where to start.’

This was what Allen Hull told me in our first interaction. He is a staffing business owner in Florida, USA.

Through further analysis, I discovered that all their marketing efforts are based on demographic variables only.

Based on this fact, their outbound marketing strategies reaches out to a lot of prospects who are demographically qualified but not interested or can’t afford their services.

The low conversion rate tells the full story. Then they were barely breaking even.

While major outbound marketing strategies still work to some extent in different settings, 100% dependence on them is not a smart competitive strategy. Let’s look at some of the key reasons below.

Disadvantages Of Unsolicited Outbound Marketing

  • Annoyingly Intrusive 

This is one of the biggest disadvantages of outbound marketing. It is practically intrusive.

It breaks patterns of the target audience attention. Intrudes into their moments of personal engagement and ultimately annoys them.

In reality, you are actually pushing your own interest and forcing messages on people exactly the time they may not be open for such.

This is why it is often called ‘spray and pray marketing’; kind of trial and error luck thing.

  • Low Response Rate

The fact is that everybody is busy.

You are busy. I am busy. So no one enjoys wasting their time and attention on messages judged to be self promotional.

Depending on the power of your advert copies and contextual relevance, it feels like pouring water on stones to break them most of the times.

Study the buying patterns and cycles in your niche. Then decide if it’s time to make some desirable alterations. Stop doing the same thing over and over again.

  • Vague Performance Metrics

Now think about the last purchase you made and at the end of the day, you got nothing in exchange for the money spent.

Most outbound marketing services are just like that. In effect you are paying for visibility and trivial brand impressions only.

Obviously, this alone cannot solve all your lead generation and revenue problems.

Take television, newspaper, radio and trade show ads for example, how do you actually measure the outcome of your marketing spend?

Beside these ones, there are many other disadvantages of unsolicited outbound marketing. But because it still works to some extent as noted earlier, many people think it is the only way.

Thus, they continue to operate out of the old scripts that exist in their heads.

At a stretched level, this should make you begin to think about how inbound marketing works and the benefits that can be experienced from it.

Maybe you already know a little bit about it. However, let’s explore the fundamentals.

What Is Inbound Marketing?

lead generation

This is an interactive marketing strategy that engages prospects’ attention based on proven need, interest and purchase intent.

In most cases it has to do with defined audience, medium and message. With business blogging or content marketing for example, the medium and message are hardly separable.

The main goal is to influence and attract prospects to visit your business website or offline office voluntarily when they have the need for your services.

From the foregoing definition, it becomes obvious that a certain customer segment or demographic could be qualified for your services, but at the same time not interested or can’t afford it.

According Brian Halligan of Hubspot,

‘Understanding your buyer persona is half the battle’.

So when the majority of the leads you generate currently are qualified but not interested, you need to think above luck (spray and pray marketing) and begin to take progressive actions.

Your current conversion rate could just be enough proof already.

Below here we’ll be exploring the best channels that will help you make some desirable improvements in all the performance metrics that matters most to you.

Best Inbound Marketing Channels

#1: Business Blogs

I bet that before now, you must have heard or read about the benefits of starting a business blog. Probably, your company already has one.

But like many others, you are not generating considerable volume of quality leads from it.

Here is one fact you have to take away from this post: all business blogging strategies are not created equal.

In practical terms, it has to do with the topics you choose to write about, how you write the contents and who you are writing for, conversion funnel and blog promotion strategies.

If you think this is not a challenge to many, just do a search for ‘business blog topic ideas’. And then observe other search terms related to it.

Here are some practical tips on how to write high conversion blog posts that generate quality traffic, leads and sales.

Choose Customer Focused Topics: Do not write about general industry trends, events or your services only.

Focus on contents that relates to your ideal customer’s pain points, current needs, interest, fears, hopes and aspirations.

What are those outcomes they are craving to experience in their business or job?

Use keywords they are searching for as well as mirroring the purchase related questions in their minds.

There is a whole lot of expertise around this, that’s why many business owners are now actively searching for content writing services. Perhaps, not everyone knows how inbound marketing works in the context of defined business blogging strategy.

Write Attractive Headlines: This is the very first place you connect your prospects’ needs, interest and purchase intent with your content.

By using relevant search terms, questions, outcomes and pain points in your headline, you’ll have better click through rate.

Learn how to leverage buyer keywords or commercial intent search terms in your headline.

In an ideal sense, attractive headlines define the audience and exclude irrelevant prospects.

Example: 9 Wedding Lead Generation Ideas Worth Testing Tomorrow.

Optimize Your Target Keywords: Besides your headline, try to use your target keywords within the first 100 words, in your sub headings, internal links and few (1 – 5) times within the post.

This last point should be determined by the length of your post.

This on page SEO strategy will make your blog posts to rank higher for those targeted keywords. So that that when people search for those terms, your posts will be visible in search results page (SERP).

Note, you may have to build some quality backlinks to boost your ranking for those targeted keywords.

#2: Paid Search Advertising 

If you really understand how inbound marketing works, you’ll know that it is not all online advertisements are outbound.

This is why I used the term ‘interactive’ in that definition of what is inbound marketing.

Paid search advertising with Google adwords or Bing are usually triggered by an action of using a particular long tail keyword or head terms.

Such action follows an interest or intent to find information, identify business address, confirm availability, make comparison, buy something or others.

For example if I did a search for ‘google adwords expert in Oakland California’ and your advert shows up, the contextual relevance makes it attractive.

To start generating leads with proven need and interest in your services, consider taking the following actions.

Promote Your Blog Posts: Having no promotion strategy is one of the business blogging mistakes I see a lot of people make every other day.

Some experts like Derek Halpern of Social Triggers states that your business blogging strategy should be like 80% promotion and 20% writing. Mind you, sharing your posts in free social media business pages isn’t just enough. Maybe the results you already get tell the full story.

The benefits of using Google adwords in this case is that it gives you opportunities to attract people actively searching for many different keywords.

Moreover, beside your blog posts you can as well promote your core services page with paid search advertising. This blog post promotion case study will expand your insight on this.

Leverage Google Adwords Extensions: These are special features of Google search advertisements that extend the points of attraction within the ad.

Without these extensions, you can still create standard advertisements.

But the real benefit is that it helps to improve relevance and conversion rate. With location extension, you’ll have the opportunity to add business address within your ads. Letting people know where they can find you.

Combine this with local search terms and you could be growing offline traffic to your physical office or store from paid search advertising.

Call extension on the other hand adds phone number or click to call button within the ads. Obviously, the purpose is to get inbound sales calls from prospects actively searching for your services.

The third one is site link. This one links people to specific pages on your website. Think about your pricing or testimonial pages for instance.

So the benefit is exposing your target audience to multiple page links, instead of one. Below is an example of google adwords site links extension. Do a search for a high value keyword in your niche and you could see it in action.

google adwords site link extension

Create Call Only Ads: In most high ticket niche markets, a lot of people prefer phone calls for lead generation and nurturing.

This is the reason why many people still depend largely on outbound cold calls.

Within the paid search advertising spectrum, call only ads generates no other outcome except inbound phone calls. Now this is how call only ads work.

You create your search ads with selected high value keywords. But instead of seeing links to website pages, your target audience sees click to call button. In other words, a click on the call button is the only way your audience engages with the ad.

In essence, you are paying for every phone call triggered by inbound search for what you are selling.

Now let me ask you this, if you can close a single sale through 100 inbound sales calls from qualified prospects exactly the time they are searching for your services, how much would you pay per call?

Do the math to find out the potential profit based on how much a single sale is worth in your business.

#3: Search Engine Optimization 

In many different circles, a whole lot of people still see search engine optimization and inbound marketing as different strategies.

But in practice, these two are strategically inseparable. One cannot effectively exist without the other.

Just as the term sound, inbound marketing include all the strategies that maximize opportunities for qualified prospects to find you and your services voluntarily when they need to.

It doesn’t have to be forceful and intrusive.

From the above point, it becomes very obvious that SEO is a sub set of inbound marketing strategies.

In fact, it seems to be the biggest and most profitable part of it because of the direct impact on traffic quality, lead generation and financially beneficial conversion rate.

Basically, search engine optimization is the technical and creative processes of making your web pages eligible for high ranking within search engine result pages.

It positions your brand for higher visibility when qualified prospects are in active search for solution to their problems.

To understand more of the contextual practicality, let’s look at how SEO relates to other parts of inbound marketing.

SEO And Business Blogging: The contents consumed within the business blogs we read today are made of written texts.

And for all intents, the majority of all searches performed today starts with written words and phrases.

Thus, if you are still writing blog posts without an effective SEO strategy, the ROI on the time or money spent putting them out will remain below average if any at all.  If no one finds your blog posts, no one will read them. And without readers, there will be no conversions.

Think beyond visibility and brand impressions only. Refer to the section on business blogging for more details about the basics.

This SEO course could help increase your results and ROI from it.

SEO And Content Marketing: Content marketing goes beyond writing and publishing great, unique contents.

Without being told, you should know that writing is somehow different from the old concept of marketing.

However, in this modern information age, creative people across different industries and niche markets are finding ways to combine the two at the same time.

Search engine optimization is just one part of combining content and marketing.

By doing the basic SEO as at the point of writing your contents, you’ll also be aligning your marketing objectives effectively.

However, beyond attractive blog posts, content in this context includes custom images, infographics, videos, webinars and ebooks.

During and after the content creation, active optimization increases findability, visibility, search traffic potential and even conversion rate by voluntary search.

This is what inbound marketing is all about.

SEO And Social Media: Social media content share count is one of the user experience signals that search engines take into account. But in this case, it has to do with the sharing of contents within your website.

Unfortunately, if all your websites contents are meant to convert first time visitors into customers, then you are not leveraging the full potential.

A considerable volume of contents on your site should be helpful, entertaining and influential.

Learn to create attractive contents first before putting some promotional efforts in social media. To extend things further and reach precisely targeted audience, consider Facebook advertising or LinkedIn Ads.

All of these things contribute to an integrated inbound marketing strategy. And within them, lots of competitive advantages abound.

See this social media marketing case study on how and why Robbie Richards got 19,000 shares on a single blog post.

For a whole lot of people in business development, marketing and CEO roles, their problem isn’t generation of website traffic and leads. The real problem is the low conversion rate on the leads they spend huge amount of resources to generate.

Even though outbound still works for many, nothing stops you to invest a part of your budget in data driven inbound marketing strategies.

Invest in starting a business blog if you have not done so. Learn how to write high conversion blog post, not aimless shit that merely fills web spaces. Consider paid search advertising.

And then start an active SEO campaign.

By growing your search engine traffic and adding some integrated tracking systems, you may be surprised to find out that a sub set of your audience is ready to convert into paying customer within 24 hours to 30 days.

With integrated call tracking systems for instance, you will be able to identify which marketing channels, web pages and keywords are bringing the most valuable leads and customers.

Note, all traffic and leads are not created equal.

Unfortunately, you won’t know the difference and how best to allocate your resources unless you are actively leveraging competitive insights.

At the end, being demographically qualified is one thing. Having interest in your services and the purchasing power is another different thing.

Hence, timing makes a lot of difference in B2B lead generation strategies, just as the sources of the leads flowing into your pipeline. Question; have you tried inbound marketing before?

What was your experience like? Share your thoughts in the comment section.

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

Why Your B2B Lead Generation Pipeline Will Remain Empty Tomorrow

When your b2b lead generation pipeline become empty, life literally comes to a halt. And in that state, thousands of confusing questions begin to pop into your mind.

And while you are cracking your head to find the best answers, it becomes even harder to understand why this happened in the first place.

Maybe your own pipeline is not yet 100% empty.

So you may not have experienced what it feels like. Currently, your marketing strategies could be bringing in some low volume quality traffic. And from there, you generate some leads and revenue.

However, you understand the fact that without a constant inflow of growing leads into your pipeline, becoming empty remains inevitable.

And when that happens, making progress towards your revenue goal becomes even harder. Thus, without looking further, you’ll already know that your current lead generation efforts are not working as much as you desire right now.

But why?

According to a study published by David Kirkpatrick of Marketing Dive, 77% of business owners surveyed said that lead quality improvement is their #1 challenge.

Another 55% also identified low quality leads as their biggest barrier to success.

What Is B2B Lead Generation Pipeline?

This can be referred to as series of marketing assets and activities aimed at reaching qualified prospects and engaging them for product or service sales. Especially in B2B online marketing contexts, you need to generate leads first before sales.

Derek Edmond wrote inside search engine land that balancing lead quality and quantity poses a great challenge to many marketers and business owners. Besides these issues of quality and quantity, below are the core reasons why your b2b lead generation pipeline could become flat out empty tomorrow.

You’ll also find a solution to each identified problem.

#1: Low Traffic Volume

Without explanation, you already know what this one is all about. Whether you are the person generating it or not, without sufficient volume of website traffic you may not be able to generate as much leads as you want now.

Here I’m referring specially to online marketing space.

Understandably, a higher volume of targeted website traffic will provide more lead generation opportunities.

But what if your target prospects are not visiting at all?

staffing lead generation strategies

By low traffic volume, I mean something less than 1000 targeted website visitors per month. Among b2b service based businesses, many people still abandon their websites just after creation.

Except having the website address on marketing materials, they get no measurable business value from it.

And beside the purpose of providing information, what strategies do you have to convert prospects into actual customers? Yes, I know you have a generic lead magnet that says ‘join our newsletter’.

Why would I join, what is in it for me?

Probably you’ve owned a business website for a while. And because no single lead had been generated from it since then, you assume the potential isn’t there.

I also know you have other lead generation strategies that may be working in your business.

But the fact is that if your pipeline is already empty and you don’t generate sufficient volume of targeted traffic today, it will remain that way tomorrow.

Your website’s potential for quality lead generation will be largely untapped.

Action Tip: Plan and execute strategies for growing targeted traffic to your website daily, weekly or monthly.

Below are some specific things you can do.

  • Create Linkable Content
  • Add prominent social sharing buttons
  • Start doing guest blog posts
  • Post to active facebook groups
  • Create and publish Youtube videos
  • Comment on popular blogs

#2: Low Quality Leads

On the extreme, low quality leads are just as good as no leads at all. Regardless of the sources from where you get the leads, quality often matters more than quantity.

And if you have been focusing on volume, volume and volume only; think again.

‘My excitement quickly subsided after the first few rigid responses. After 185 calls, I took a moment to analyze the lead sources more closely’.

That was Adam Hurley’s realization at one point in his sales job.

‘Not only was I wasting my time, but the repeated failure began to get inside my head. The leads came from a webinar.

And the title was ‘The Future of Social Media’.  On the surface, this title  seemed relevant for selling social media management software.

Looking at the topic, just about anyone, including my mother could sign up for such webinar.’

Point is; the topic is too broad. It doesn’t speak to any pain point or need the target customer is facing. And therefore, even thought the quantity is impressive, the low quality makes for zero conversion.

Just as noted above, the ROI you get from your b2b lead generation pipeline is to a large extent dependent on the sources.

Practically, the sources will determine the audience you are targeting.

In addition to that, the other important variable is the actual message you are passing out. What value propositions are contained in your message?

What specific pain points, fears, hopes and aspirations are you addressing?

So if your pipeline stays empty for some time longer than you are comfortable with, then you need to rethink your sources, audience and the message.

Action Tip: Try a different source of new leads. Redefine your audience or buyer persona. And create precise pain point or solution based messages. Below are some pointers to the required actions.

  • Invest in growing search engine traffic, both organic and paid. Attracting prospects exactly the time they are searching for your products or service will increase lead quality
  • Use Facebook and LinkedIn ads to leverage deep, laser targeting.
  • Integrate click to call buttons and use mobile device targeted ads. Getting people (leads) to pick up the phone and call often converts better than filling web forms

#3: No Retargeting Strategy

google adwords remarketing list for search ads

Whether you are aware of it or not, the advancement of technology helps to accelerate growth and profitability in many business spectrum.

However, it is the active integration of the best tools and execution that bring results, not mere possession of knowledge.

For a whole lot of people, getting traffic to their website is not the problem. The problem is converting a good percentage of their website visitors into actual customers.

To some extent, the problem gets painfully worse when you get zero leads from the resources invested in growing your website traffic.

A very big part of the problem is not having a retargeting strategy in place.

Based on the concept of customer journey, it is very obvious that everyone of your website visitor won’t convert into a lead or customer on their first visit.

Retargeting technologies help to bring back and convert a certain percentage of these lost prospects.

According to Retargeter, only 2% of website visitors convert on their first visit.

I don’t know your bounce or conversion rate but the question is, what are you doing currently to get value from that 98% traffic you spent money and time to generate?

Regardless of your traffic source, retargeting strategy holds great potential for growing conversion rate and revenue.

Here is a retargeting case study of 7,245% ROI from a single campaign.

Now this is how retargeting works. Some prospects visit your website. Let’s assume 100 visitors a day.

And then only 2 converted into leads or customers. Retargeting makes it possible to reach out to those lost visitors (98), show them some ads via Facebook, Google adwords (RLSA) or adsense partner sites.

Eventually, some of those lost prospects will start coming back, especially when they see something similar to what they viewed on your site and from the same brand.

Fact is that without retargeting, you’ll continue losing qualified customers to smart competitors in your niche.

And the beautiful thing is; you can target people who viewed specific pages on your website.

If I viewed women shoes, you can show me more brands of women shoes, hand bags, discounts, emphasize free shipping, shipping duration and other trust building factors that affect conversion rate.

Action Tip: Use Goolge analytics to identify the most trafficked pages on your website.

If you have dedicated lead generation landing pages or blog posts, pin point them out as well. Then start a retargeting campaign.

These are the basics on how to go about it.

  • Leverage Facebook retargeting to bring back lost visitors
  • Use Google adwords retargeted list for search ads (RLSA). When people visit your site and leave to continue their search in Google, this one shows up.
  • Use Google’s display network advertisements to make your ads show up when people visit adense partner sites after leaving your website.

Even if your b2b lead generation pipeline is not 100% empty right now, this is likely to happen if you exhaust the leads at hand without improving current processes.

As we have observed above, growing your traffic volume may not be the ultimate solution.

At other times, the quality of leads generated could be the key metric that needs improvement right now.

And based on this issue of quality, I am tempted to ask, what processes do you have in place to test the quality of leads generated from each of your current sources?

Without proper conversion funnel tracking, A/B testing and analytics, half of your lead generation efforts could be wasting unnoticed.

And if this should continue, it will have severely negative implications for your bottom line ROI.

Vividly, you now know very well that you are leaving money on the table if you have no retargeting strategy in place. All these things could be contributing to an inevitable empty b2b lead generation pipeline.

Finally like I used to say, having good knowledge is half the battle. Execution is everything.

While everybody, including your competitors can spare some time to acquire free knowledge, very few will take it further to explore the possibilities that exist within their potential.

Ask questions or share your lead generation challenges and experiences below.

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.