Lead generation

Lead generation is meant to get more leads with potential buyers of your products and a higher conversion to actual buyers. So how can you get more leads and a higher conversion into buyers? In this article I want to discuss a couple of ways to get this done.

For example, a consumer is looking for a particular knife, let’s call the brand SuperKnife and the particular model Cutter. So he or she is looking for information on the SuperKnife Cutter. >90% of the consumers start searching for “SuperKnife Cutter” on Google. And voila, Google shows the results of the search as a series of pages with info on the SuperKnife Cutter. When your website is among the first 10 results, the chance is high you will get a lead (asuming the Rich Snippet is effective and tempting), because the consumer will click the page. So visiting your page is a lead. But no way this is the same as buying the SuperKnife Cutter on your website. To actual buy it, the consumer will explore several other websites as well and the way you present the information, together with the price and how well you are known, will determine if the consumer will buy the SuperKnife Cutter on your website.

Above example is showing you did well considering Search Engine Optimisation and Google Ranking. You were among the first 10 results! But the chance is very high you weren’t among the first 10 results. Chance is you will be on page 2 or 3 or, worse, page xx. And the consumer never will find your website and will not be aware of your awesome productofferings and your excellent service.

No lead, no conversion. A lead, a chance to converse. Both scenario’s need improvement to establish increasing lead generation and to increase conversion. This can be done in several ways.

First of all, you need to partner up with us. We will make sure the Search Engine Optimisation is optimal. And, very important, we make sure the Rich Snippets are showing tempting info. So when the consumer is searching for info on the SuperKnife Cutter, the information on Knives from Europe is among the first 10 results (or preferably among the first 3 results!) with tempting descriptions. So the chance increases the consumer will consult Knives from Europe to find out information regarding the SuperKnife Cutter. For example as review, article, pictures and maybe even video. So with this detailed information the consumer can make up his mind whether to buy it. And then the lead generation mechanism is going to work. Suppose you have the SuperKnife Cutter among your product offerings. When you started stocking this product, of course you published a press release on Knives from Europe to announce you have SuperKnife products (also the Cutter) available in your webshop. So the rich content presented to the consumer in search for the SuperKnife Cutter is linked to this press release. Maybe you even posted a voucher for the consumer with a 5% discount when he/she buys it today? Then this voucher is also linked to the rich content. So the lead gets a higer conversion rate. The consumer was searching information about the SuperKnife Cutter, got a relevant review, awesome pictures and above all, via the same platform he/she is able to buy it with a discount when he/she decides to buy it immediately.

Statistics show that conversion rates increase dramaticly with this kind of strategies. Do you already have a contentpartner account on Knives from Europe? If not, you can start today posting relevant consumer information. Just fill in the contactform and we will get in touch with you asap!

Author: henkh

Active in the knife industry as marketing consultant. Active community member and collector of all kinds of knives. Like to share my knowledge. Co-founder of Bladestock, Bladestock Brothers. Founder of ED-Media, Knives from Europe, EDC praat, Knives Heaven, European Knife Association, EDC Heaven.

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