With Pay-Per-Click Advertising platforms like Google Adwords, it is common practice to run a campaign which contains keywords relating to your brand name – not branded products but your actual company or brand name. This means that when someone searches on your brand name, your advertisement appears either above or next to the main results in the Sponsored Listings area.
In terms of lead generation, there are two main arguments with regards to this practice:
1. Why the hell should I pay to appear in the search results for my brand name (especially if I am already number one for that search term)? Surely users clicking on competitor ads will realise their mistake and come to my site?
2. You have invested significant amounts of money to build your brand and to get people interested enough to search for it – don’t through it away by being too cheap to bid 10 cents on your brand name and letting your competitor steal the sale at the last minute.
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Google Analytics is an excellent, free tool that supports your online lead generation strategy by helping you understand where your website enquiries are coming from and which aspects of your online marketing campaigns drive the traffic to your website. The data recorded is sufficient to empower you to make decisions about which digital channels are working for you.
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Social Media Marketing is a buzz phase. Anyone’s an expert and a bunch of agencies are queuing up to take charge of your Social Media campaign with a host of wacky ideas.
As a Lead Generation Specialist, I’m naturally a bit sceptical of Social Media’s bottom line contribution but that’s not to say it’s not worth doing. There are clear benefits to the bottom line.
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Google offers personalised search results based on your search activity. So if you are trying to assess the performance of your SEO manager / agency and are frequently searching on the same set of keywords, Google will begin to alter your results based on what you click on as they attempt to serve you more relevant results. Google is attempting to serve you more relevant results but this doesn’t help when you are performing artificial searches to assess your search position – so, as a manager involved in new customer acquisition via online channels, you need to turn off personalised search to get the true picture of your search engine coverage.
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