When potential clients tell me they want their web site search engine optimized, what they often mean is “I want my web site to be more profitable for my company.” For a well designed web site with a lead generation or conversion strategy in place, more major search engine traffic will translate into more money. This article will focus on a basic lead generation technique for the web site that has not seriously considered what to do with a web site visitor after they have arrived at their site.

Lead generation is critical to the success of any business- that’s painfully obvious. Without the fresh supply of prospects, and eventually sales,  cashflow can dry up quickly. But performing SEO on a web site, might only mean new visitors to the site - but not really qualified leads. Having qualified leads are what keep sales coming, not just those prospects who are “browsing.” You’ve gone through the search engine optimization effort to get a visitor, now how can technology be leveraged to turn that visitor into a qualified lead? 

In the information age - you do it by offering the visitor information they want. This can be a labeled as a special report or top 5 things to know list.  But because you’ve created or packaged information that has value to your target market visitor, you don’t just give it away. You make a simple request for a first name and email address - then provide the promised literature. This is a low risk offer where the prospect can meet the contact information obligation without sensing a large commitment or fear of harassment. With thoughtful planning, you will begin the “courtship” or relationship development creating a qualified lead.

The information or literature provided can be provided via an auto-responder that operates on auto-pilot 24 hours a day. And that’s how technology is leveraged to perform the laborous job of prospecting. But this is just the beginning - because typical sales take anywhere from 6 to 12 contacts before the deal is closed. No doubt you’ve submitted your name and been placed in an auto-responder campaign, but did not make a purchase till later in the email series.

The goal is to keep this lead on your list, and over time build up an in-house list of qualified leads - and ultimately a repeat customer list.  Where online marketing typically goes wrong is by turning every email into the weekly (or worse daily) sales pitch. People get put off and opt out of your list in a hurry or quickly begin ignoring your emails. Each contact with your list should provide useful content that readers look forward to receiving and want to open - can’t wait to open. This strategy will position your business as the trusted advisor to make recommendations that are respected because of the trust that has been established. This will eventually lower your cost per acquisition/sale to increase your bottom line.

So few businesses are doing email marketing right!

You have the opportunity to beat your competition because they don’t want to take the time to develop the content or an effective follow up campaign. Make the commitment to develop this strategy and you’ll be able to measure the benefit for your business. Yes, it takes time and resources to develop an initial informational offer with follow-up  emails for an autoresponder campaign - but qualified and repeat customer lists can keep paying back for months and years.