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How to Improve Your Lead Generation Marketing from A to Z

If your company wants to generate more online sales leads, there are about one hundred billion online articles out there offering tips and insights. Many of these tips and insights are highly technical, overly broad, overly theoretical, inappropriate and/or out of date. It’s enough to make your head swim.

This is why we recently published an e-book, The Art of Internet Marketing. It’s a collection of 14 articles selected and updated from our Lead Generation Insights blog. Based on our agency’s two-decade-plus experience, you’ll find the tips herein to be explained in plain language, practical, appropriate to almost every business, and current with best practices and Internet marketing techniques.

The first section of the e-book deals with lead generation strategy.

  • How do you get website visitors to submit an inquiry form or call you?
  • Should we implement a tagline as part of our marketing effort?
  • Is there value in a low-budget SEO or PPC campaign?
  • How can we turn our website from an online billboard into a true lead-generating machine?
  • Is thought leadership a worthy online marketing goal?
The articles in this section answer these questions. In some cases, the answer depends on the nature of your business. In other cases, it truly is black and white.

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The second section of the e-book has practical tips for lead generation campaign execution. Many issues are covered, including:

  • Multiple tips for improving your website’s all-important About Us page. (This page is important because it’s a must-see page for serious prospects and other types of visitors who can refer sales leads or increase brand awareness.)
  • The proper way to evaluate the quality of your business content. It’s not big words or fancy phrases; it’s about keeping it simple, to the point and engaging.
  • Techniques for creating “evergreen” content for your website or blog — crucial for any business with an SEO campaign or content marketing campaign.
  • Tips for creating sales brochures that really work. This is a hard thing to get right, but getting it right gives you a big leg up on the competition.
  • Ways to create customer surveys that give you meaningful, actionable information to refine your lead generation marketing.
The third section of the book deals with content marketing, a foundation element of most lead generation campaigns. Issues covered:

  • A comprehensive overview of content marketing — important because if your organization is like most, 10 people will have 10 different definitions of what content marketing is. You’ll never get a solid campaign going until you’ve whittled down the definitions to one.
  • Why clear content beats clever content every time. It’s easy for content marketers to be too smart for their own good. Website visitors tend to be in a hurry; if they have to stop to figure out what you’re trying to say, they’re likely to lose patience and buy elsewhere.
  • Best practices for a company blog. Blogs are terrific for content marketing (and SEO, too) as long as they are executed properly. Otherwise, blogs become a liability.
  • An explanation of 65 commonly confused business words and phrases. A simple grammatical mistake could cost you a prospect: Don’t make unforced errors.
  • For more detail and more advice on lead generation marketing, please download the e-book now.

Brad Shorr is Director of Content Strategy at Straight North, one of Chicago’s top Internet marketing companies that provides SEO, PPC and web design services. With more than 25 years of sales and marketing experience, Brad has been featured in leading online publications including Forbes, American Marketing Association and Moz.

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