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Tactics to turn a website into your most powerful lead generation tool If your marketing goals for 2021 includes bringing in a larger amount of qualified leads, even with a small marketing budget, we’ve got good news! There are tried and trusted methods for turning your company/brand website into a powerful lead generation machine. In this article we’ll explain our recommendations for the top website tactics to focus on in 2021 and beyond. But before you can nurture and convert them into buyers, you will need to get a larger number of warm visitors onto your website. To do this, commit to tactics that improve your website authority and reputation – such as producing and publishing higher quality content, instead of a higher amount of content. SEO in 2021 and beyond puts the focus on strategic, quality content The days of stuffing as many relevant keywords into each page as possible are long gone. In fact, Google would probably penalize you for attempting this, resulting in your website’s rank going way down or the domain even disappearing from relevant search results. The team at Creative Click Media asked a few industry experts on their predictions for effective SEO practices in 2021 and beyond (source): Content is (Still) King One of the most important SEO trends that will continue in 2021 is high-quality content. It will be literally impossible to stand out from the rest unless you produce relevant content. The algorithm is now much more precise and able to recognize and boost websites with credible information. -Malte Scholz, CEO & Co-Founder of Airfocus Lengthy Content Rolling out stellar content doesn’t always involve keeping it short, though it should always be sweet. In fact, longer content (2000 words and above) has been attracting more views in recent times. These longer pieces tend to be comprehensive guides to popular subjects, and if they are well written as well, they become a one-stop shop for viewers. -Deepak Shukla, Managing Director of Pearl Lemon Topic-Focused Content I think 2021 will see a greater focus on topics, rather than individual keywords. Savvy SEOs have already been taking this approach for years, but recently, the data used by major keyword research tools has become less reliable and search engines are always getting better at understanding broad topics instead of one-off terms. If you want your content to do well over the next couple of years, try to take a step back and understand the whole issue, not just one keyword you hope to rank for. -Daniel Caughill, Co-Founder of The Dog Tale Mobile-First Indexing We feel that mobile-first indexing will be the biggest trend because more than 90% of the world uses Google as their primary search engine. There are many websites online that have very low mobile speed scores and some sites are still not mobile-friendly. We know that Google is switching over to mobile-first indexing this month, however, it is still unclear when all the pre-existing websites will be indexed based on the mobile versions. Our predictions are that websites that rank well currently but have a bad mobile version will slip down the ranks and there will be an increased demand for mobile optimizations in the SEO realm. -Caleb Riutta, Dusk Digital These predictions agree with our approach to planning and producing content for marketing clients from a wide range of industries and specialties. How to put SEO tactics for Lead Generation into practice Quality content = your customer’s current state of mind + your company’s unique ability to help Invest time in crafting excellent and valuable content, showing your brand’s unique positioning in your industry and what sets you apart, connecting it with your ideal customer’s most pressing needs and state of mind. Crafting longer articles to show expertise, generosity, and authority Don’t roll out short blog posts based on topics and interests that replicate what so many other websites in your niche have published in the past. Instead, invest more time to develop thorough and in-depth articles that could serve as cornerstone pieces which you can repurpose throughout the next month/quarter. This will also ensure that each blog post can be repurposed multiple times over a longer period, as the information should not become outdated. Keep the big picture in mind when choosing topics – think out of the ‘keyword box’ Instead of focusing on specific keywords and phrases when planning and writing content, drive more visitors to your website by considering the overarching themes and interests related to your service/product offering. If you have created your ideal customer avatar (which we recommend you do), think about the common interests, worries, or challenges, shared by most of those who would already be interested in or looking for what your business provides. Where does your niche, industry, or specific offering overlap with the information they would want to consume? Make a short list of these ‘big picture topics’ or overarching themes, and craft excellent and valuable content related to those. Design and develop for mobile, adapt for desktop It’s no longer good enough to ensure your website functions effectively on mobile browsers. Search Engines will soon start downgrading websites that are not 100% accessible, fast, and easy to index (if they hadn’t already). Mobile users have become accustomed to ease of use and speed, you now have even less time to grab their attention before they click away or close their browsers. They are likely to abandon their cart or online form if important information or key navigation elements are missing, inaccessible, or hard to read. We recommend you approach the design of your website with the first consideration being mobile users. Some visual/functional elements cannot be replicated or adapted for both mobile and desktop view, therefore it is vital to work with a professional web developer or agency who can advise you throughout the design and development process. Qualify and convert visitors in less time using Chatbots Bots enable your business to reach out to and gather data on more

Online Lead Generation Techniques for 2021 and Beyond With most businesses being hard hit by the recent nation-wide restrictions because of the 2020 health pandemic, a focus on lead generation and sales is vital during 2021 and beyond, for each business owner and the economy. The good news is that you don’t need to hire sales staff or dedicate more of your own time in order to double down on certain marketing and sales tasks so you can drive more qualified leads into your small business.  Modern Technology offers many low-cost tools and techniques to help you scale and refine your sales and promotion processes for lead capturing, nurturing, and conversion. This year presents SMEs with a wide range of options to capture new leads and drive them down the sales funnel, from website optimization and chatbots, through to paid Social Media campaigns, and even a new take on Google advertising. Below, we will provide an intro to the top 3 online lead capturing techniques SMEs can get started on today, to improve the quality and amount of leads they receive in 2021 and beyond.   Lead Capturing on your website Did you know that your website is your most valuable lead capturing tool? It has the potential to attract an organic, ready-to-buy audience on a consistent basis. Every day there are customers and clients searching the internet for brands, products, and services, just like yours. Now that’s what we’d call a qualified lead! In 2021 every business should invest in lead capturing techniques for their website, to increase their business and brand’s rankings in search engines, so customers come to them. This could involve implementation of one or all of the following: SEO Starting with identifying the best target keywords for your site, optimizing your website content, generating high-authority backlinks, and optimizing your business’s online listings. Chatbots Facilitate real-time or automated conversations with website visitors, widen your marketing reach, and obtain new leads. Forbes predicts that “brands that master two-way conversational marketing and commerce will also deploy chatbots and AI” in 2021. Lead generation pages Create high quality landing pages that offer truly valuable and professional resources to your most preferred potential customer, in exchange for their personal and business information. This information can be used to nurture them through an email sequence and share more valuable content consistently, until they are ready to purchase. Google Ads Contrary to popular opinion, advertising through Google is not for those stuck in the 1990s – Google Ads are not dead. What PPC advertisers called “Google Ads” or “Google Banner Ads”, will be largely replaced with the “Google Display Network” and “Google Retargeting Ads”, also called Adwords. If you are new to these terms, here is the 101: Search Ads Search, the most familiar of paid online advertising, appears directly in a search results page – above and below the organic results. Search Advertising reaches people who have shown an interest in something you’ve designated as a good match to what your ads are selling, immediately after viewing your ad. Display Ads Display ads are shown on websites that sign up to the Google Display Network. The person being shown the ad did not see it as a result of entering a query into a search engine. Google Display Network ads are like background players – they are shown on external or non-search engine pages where a person is engaged in some other type of activity. Depending on the targeting you choose, there may or may not be any type of recognizable connection between your ads and the site being viewed. Remarketing / Retargeting Ads This refers to a method of display advertising that is only triggered if a person has previously visited your website or landing page or is targeted for being “similar” to people who visited your site. It can be set up to be very general – show my ads to anyone who has ever visited my site. Or it can be incredibly specific – show an ad to a person who visited your site and looked at boots but didn’t buy them, about those specific boots for 36 hours after the initial web site session. Or any number of different scenarios in between. Remarketing ads can be just the nudge you next customer/client needs, to convert from browser to buyer.   FB Ads Small Businesses who are spending money on Facebook ads in 2021 want to get real value for their money. Considering all of the talk that the reach of posts on Facebook pages has decreased considerably, it is important to be smart and focused when planning your advertising campaigns. While it may seem like Facebook’s influence is waning, the truth is that there’s no social media platform that has more reach or number of active users than Facebook. A recent study has shown that of the total number of Facebook users, 70% use the app daily. The second most popular platform for daily Social Media use is Instagram, averaging at 58% daily users. Even Twitter retains only 38% of its total users daily. This data goes to show that if you’re running ads, Facebook is the best platform to focus on, as it ensures more eyes on your ads more often. If you are concerned about your ad’s conversion cost, know this – your conversion cost depends solely on your ad itself. Every element within your ad, from the headline to the targeting system to the copy and even the image used, affects how well it will convert. While there are countless tutorials and free resources on the internet that could teach you the basics around creating a Facebook ad campaign, it would be wise to consider outsourcing this task. An experienced Online Advertising professional will have up to date working knowledge into the finer details and different creative or content writing techniques, to help you increase your FB ad conversions, increasing the quality and amount of leads with a more conservative budget. Over the next