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5 Lead Generation Ideas (That Work) to Try for Your Next Marketing Campaign

Whether you’re a B2C or B2B business, one of the biggest keys to success is the generation of new sales leads. Gone are the days of only resorting to cold calling prospective customers to try to sell them your product or service. Over the past decade, there has been an abundance of emerging software and tools to help businesses with lead generation.

Here are 5 lead generation ideas (that work) to try for your next marketing campaign:

1. Landing Pages

Creating and optimizing a landing page for your next marketing campaign is a great way for you to generate valuable leads for your business. Understanding the importance of landing pages and everything that goes into making a good landing page will help your business drive better traffic to your website and generate higher lead conversion.

An effective landing page typically includes an attention-grabbing headline, simple and clear copy of what is being offered, keywords that are optimized for search, hidden navigation, some sort of CTA (call-to-action), and a lead-capture or conversion form. Bonus points for visual appeal!

Take Lyft for example. Its “Become A Driver” page is an excellent example of an effective landing page for lead generation. You will notice that this landing page has hidden navigation, with minimizes distractions as readers scroll down the page. This increases the chances of visitors staying on the page for a longer period of time, ultimately increasing the chances of converting as a lead.

Right away, the headline, “Make CA$950 in 30 days guaranteed driving in City of Toronto” captures the readers’ attention. The headline is making a promise that incentivizes visitors to sign up to become a Lyft driver.

Lyft also uses visible CTA’s as you scroll down the landing page, encouraging its visitors to sign up after providing a “what’s in it for you” type of message.

The clear and concise copy used is also an effective way of telling visitors what Lyft has to offer. When you’re considering incorporating landing pages to your lead generation strategy, less is more. What will capture the reader’s attention to make them want to know more? Keep it brief, succinct, and straight to the point.

2. Email Marketing

Many businesses have already incorporated email marketing into their lead generation strategy, but there is always room to improve and find new ways to increase the number of inbound leads that come in from your email communication. Do your e-newsletters go out bi-weekly? Monthly? Consistent email communication helps build credibility and trust with your leads. Take it to the next level this year and add a touch of personalization to your email marketing strategy!

For example, BrainStation sends monthly newsletters to keep subscribers up-to-date with the latest courses they have to offer. There is also the touch of personalization as seen in the greeting tag of the email above. Adding that personalization creates a mutually beneficial relationship between you as the business and your audience as the potential customer.

If you want to take it to the next level, a popular tool to integrate into your lead generation strategy is marketing automation (e.g. Marketo, Hubspot, Pardot, etc.). Larger enterprise companies typically use marketing automation to build a steady flow of leads for their business through the method of “dripping” information. At the end of the day, businesses of all sizes can customize their email marketing strategy however they see fit to best achieve their lead generation goals.

3. Gated Content

Providing gated content for your potential customers is another idea to consider to help with lead generation in 2019. If your business has any premium content such as software tools and resources, e-books, whitepapers, webinars, etc., you can easily incorporate it into your lead generation and inbound marketing strategy. This is a quick and easy way to exchange your content for a sales lead. Typically, visitors on your website will fill out a form to gain free access to your content. In return, you retain their contact information and it becomes a sales lead for future conversion.

For example, Salesforce uses gated content as leverage for visitors who want access to their reports. As we see on the right, there is a form with a number of fields for visitors to fill out with an option to opt-in to their marketing communications.

In this case, the quality of your leads will be better because those requesting for access to your content shows that they’re genuinely interested in what your business is about or what you have to offer. As a result, users are willing to become a sales lead in exchange for the information or insight you have gated.

4. Pay-Per-Click (PPC) Advertising

Google AdWords and Google’s Pay-Per-Click (PPC) Advertising have been around for quite some time now, and it’s more important now than ever before. If you’re not already using PPC advertising in your lead generation and marketing strategy, your next campaign in 2019 may be a good time to start! PPC advertising is an extremely cost-effective way to generate traffic to a landing page or a lead generation form.

In this scenario, businesses will set up custom ads to be displayed when online users enter specific search queries. The wonderful thing about PPC advertising is that you don’t pay until someone clicks on your ad. An effective ad typically has a great headline that attracts readers’ attention, a clear and brief description of your product or service, and further incentives for your readers to click.

As you can see in Spotify’s Google ad above, the headline “Unlimited Music on Any Device” sparks the reader’s attention. The description is clear and concise, outlining some of the many benefits Spotify Premium has to offer. There are also effective CTA’s below the description that encourage readers to click for more information.

Just like Lyft’s landing page we examined earlier, this Spotify ad redirects users to Spotify Premium’s landing page. Similar to Lyft’s landing page, it embodies similar characteristics: an attention-grabbing headline, simple and clear copy of what is being offered, keywords that are optimized for search, hidden navigation, and a CTA.

At the end of the day, it is important to keep in mind and understand all the reasons why PPC is still vital to your to your online lead generation strategy. Equip yourself and your team with the right resources and see how your business can leverage paid ads for your next marketing campaign.

5. Remarketing

Have you ever left a website and all of a sudden, its ads are following you for weeks on end wherever you go online? An example is when you visit an e-commerce store, add your items to your online shopping cart, and never carry through with making the purchase. A few days later, you suddenly see ads for that same e-commerce store popping up on every other website you visit. That’s all thanks to remarketing! When someone visits your website and doesn’t convert as a lead, you can easily lure them back in with a little remarketing know-how.

According to Google, remarketing “allows you to strategically position your ads in front of audiences as they browse Google or its partner websites”. This helps increase brand awareness and keeps your brand top-of-mind when your previous visitors are browsing other sites. As a result, remarketing is a quick and effective way to remind those audiences to come back to your website and make a purchase.

Approach this year with an open mind and never stop exploring new ways to improve your lead generation strategy. Implement and test out a few ideas we’ve discussed above and see how you can incorporate them into your next marketing campaign!

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give me a call or at to learn more.


Get Leads Fast With Pay-Per-Click Advertising

Paid search ads can be a great way to attract qualified traffic to your website with immediate results. However, campaigns should be managed carefully to avoid:

  • Overspending or
  • Ineffective ad targeting

Here are 7 Keys Elements for Pay-Per-Click Advertising Success

  1. Begin with Keyword Research

Keyword research forms the foundation for your campaign and will get you going in the right direction from the start.

  1. Well Crafted Ad Copy

Give your ad copy some thought. Make it:

  • Short
  • Direct and
  • Include a clear Call-to-Action that resonates with your target audience
  1. Practice A/B Testing

Use campaign tools like A/B testing to generate better campaign results, like:

  • Testing and
  • Improving your copy
  1. Bid Management

Bid management tools will help you:

  • Monitor bid activity and
  • Deliver a reliable cost per acquisition
  1. Landing Page Relevancy

The quality and relevance of your landing page will give your visitor a consistent transition from your ad, and it will also impact how your ads are listed in the search listings.

  1. Hone your Call-To-Action

Make sure to include a visible Call-to-Action on your landing page making it clear to customers what their next step should be.

  1. Measure, Tweak, Improve

While keyword research is a critical place to start, consistently measuring your success is crucial for continued improvement, It will enable you to achieve a return on your digital advertising investment.

If you would like help improving your pay-per-click advertising, get in touch.

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give us a call or get in touch with us at to learn more.


Competitor Analysis …your roadmap to ONLINE SUCCESS

Digital Marketing has revolutionized how businesses can increase sales and nurture long term relationship with their audience.

You can accelerate this road by conducting a competitor analysis.

A competitor analysis is a detailed review of a wide range of web data that discloses your competitors’ digital marketing strategies and tactics allowing you to gain advantage by learning from your strengths and weaknesses.

Here are 5 key areas that an effective competitor analysis should include:

  1. Website Content Benchmarks

A closer inspection of competitive website can help you gain advantage in your marketplace by identifying factors such as:

  • Mobile ready content
  • Frequency of new content
  • Level of social media engagement
  1. Search Engine Optimization (SEO)

By using online search tools, you can:

  • Identify key phrases your competitors are targeting
  • Pinpoint how to formulate your website content and
  • Link building strategy to gain maximum search exposure
  1. Pay-Per-Click and Remarketing (PPC)

Spending money on paid search without appropriate search data can lead to overspending. A professional competitor analysis will help your campaign, including calculating costs of customer acquisition.

  1. Social Media Engagement

Monitoring your competitor historical social media engagement can be very informative. It indicates:

  • Which social media platforms attract your target audience
  • Which content formats drive the most engagement.
  1. Lead Nurturing Calls to Action (CTA)

Examining the arqui-texture and style of competitive calls to action can give you a head start in better understanding and then leading new customers through their bind cycle.

In conclusion, effective marketing is all about ongoing texting which can be accelerated through smart research like a competitor analysis.

If you would like to conduct a professional competitor analysis for your business get in touch with your Digital Marketing Consultant.

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give us a call or get in touch with us at to learn more.


Here’s why your inbound marketing strategy is failing

So you’ve done your research, and invested in inbound marketing for your business. You understand concepts like social media marketing, PPC and targeted lead attraction. It’s been a while and for some reason, it didn’t go as well as you thought it would. Here are some core reasons why your inbound marketing strategy could be failing: 

You don’t know your customer

It is important that you unpack more than basic demographics. You should be able to describe your ideal client personas including their motivations, fears or challenges, indirect influences, how they make decisions. Talk to current and potential clients and be open to the fact that your clients will evolve over time.

You don’t know your competitor

If you don’t know your competition, it’s time to go and do some more research on who else is out there. You also need to understand similar business models to your own. It is a good idea to understand the role-players in your industry – not all are competitors and identifying symbiotic relationships is important. Once you understand the ecosystem and the competition, you MUST be able to set yourself apart. Nobody wants to see more-of-the-same. What puts you above the others? What makes you significantly better? This is the hand to which you must play, and don’t be subtle about it. Your distinctions should be so obvious that it becomes a no-brainer when choosing your company.

You haven’t asked an expert

When it comes to your business, you are the expert. But let’s be real, inbound marketing is one of the most complex marketing exercises that you will ever embark on. Unless you have experience, it’s tough to get your digital marketing right on the first attempt. This is why you should consult a professional with specialist experience. Put your paid advertising to good use and let the techno gurus guide you through what works and what doesn’t.

For more information, contact us today.

Download the ultimate inbound marketing checklist ebook HERE.

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give us a call or get in touch with us at to learn more.

The difference between inbound and content marketing

If you have been thinking that inbound and content marketing are one and the same, you are not alone. Many marketers believe that these two types of marketing disciplines are similar with a number of them using the terms interchangeably during discussions. However, to be successful in using the two disciplines, it is important to understand them well so that you can use them effectively as part of your marketing strategy. Here are some differences:

  • By definition, inbound marketing is the provision of the specific content to a customer that needs it at the correct time; while content marketing is defined as content creation for a particular customer demographic that they can use to further a cause or help them understand a topic or product better.
  • The tactics employed by inbound marketers encourage particular actions from the person or group that has been targeted. On the other hand, content marketing rarely pushes a customer towards a certain direction but hopes the information provided will make them consider the product or service being talked about.
  • Inbound marketing focuses on making the right content available to customers that have shown interest in their products while content marketing focuses on relationship building to get to customers and eventually sell to them products or services.
  • Inbound marketers believe that a customer that is looking for specific information is likely to be open to accepting an offer targeted towards them, while content marketing does not believe in interrupting a customer’s day with information they have not requested.

Looking for help in inbound or content marketing? Let WSI help you 

WSI prides itself in offering digital marketing services that will put your business on the path to success by helping you attract customers and convert them into leads. We offer a number of premium services to our customers such as email marketing, PPC, paid advertising and social media marketing.

For more information on both these marketing disciplines contact us today; and also have a look at our inbound marketing checklist that you can download at no cost.


How to build a strong inbound marketing team for your business

As more companies realize the value and potential of inbound marketing, it makes sense to have a solid team of people dedicated to making it a success for your business. To assemble the right type of team, you need to understand the way inbound marketing works and identify the roles you will need to fulfill the various steps in the process.

The first step in building a customer base is attracting visitors. You will need people who can create an effective content marketing strategy, develop buyer personas, create compelling content and make the company website accessible to prospective visitors. The kinds of roles you will need to fill are:

  • Inbound Marketing Strategist
  • SEO Specialist
  • Developer
  • Content Writer
  • Social Media Strategist

Once your team has drawn people to your site, the next step is to try and get those people to contact you or at least provide you with their contact information. For this, you will need a team that can create effective campaigns, design and build forms, create effective landing pages as well as interpret analytic data. The kind of qualified people you will need are:

  • Web Designer
  • Marketing Copywriter
  • Form Specialist
  • Conversion Analyst

Once a visitor has been converted to a lead, you must nurture it until it turns into a sale. Specialized knowledge is needed to select the appropriate tools available to help with this task, so you will need team members who can:

  • Manage your contacts
  • Implement automated marketing tools

With strong team members to cover each of these areas, you will be well on your way to inbound marketing success. While you may not need an individual for each aspect, the skilled group of people need to be able to manage each facet involved in an inbound marketing campaign for it to be productive.

If it sounds a bit overwhelming, WSI is here to help

Take a look at our Inbound Marketing Checklist to get an idea of the elements for an inbound marketing campaign. With its digital marketing expertise, WSI can assist your company with a marketing strategy that will make a difference. From website development, PPC, social media marketing, and mobile solutions, WSI’s solutions can help your campaigns deliver the best results. Why not contact WSI and find out more.


7 Steps of Highly Effective Websites

Foundational to your Online Success:

Foundational to your online success is your Website because it is the Hub for all Digital Marketing Campaigns.


Because effective websites

7 Steps of Highly Effective Websites:

1.  Discovery – [Be Proactive + Seek First to Understand, Then to Be Understood]

What are your Needs?  While a website serves many purposes, it’s paramount to understand your audience and meet them where they are at.  Define your Buyer Personas to develop who your customers are.

2.  Budget – [Put First Things First]

Invest is your interactive portal, i.e., website, to

  • Keep your Customers Engaged
  • Create Brand Loyalty.

Don’t starve your Digital Marketing Hub.

3.  Plan – [Begin With the End in Mind]

As part of your overall Digital Marketing Plan is developing your Website.  How will you attract Visitors to your Website?

  1. Pay-per-Click
  2. Social Media
  3. Content Marketing
  4. Inbound Marketing
  5. Display Ads
  6. Retargeting Ads

4.  Design and Build – [Begin With the End in Mind]

Your online objectives guide the construction.

5.  Test and Debug – [Think Win-Win]

Often overlooked, this step ensures Visitors receive your unique quality content and an engaging user experience.

6.  Pre & Post Launch Activities – [Synergize]

Maximize the effect of your Digital Marketing Campaigns.  Include the following:

  • social media coverage
  • search engine exposure
  • data capture

7.  Analyze & Improve – [Sharpen the Saw]

Collect and analyze your date.  Then you can adjust and improve your campaigns to ensure the return on your website investment.

If you would like to develop a Highly Effective Website / Digital Marketing Strategy, get in touch.


Why Responsive Web Design is Part of Your Mobile Marketing Strategy

Accessing the web from mobile devices represents a fundamental shift in online behavior. 

67% of all searches start on one device and then progress to a second device. 

The time has come to making the switch to responsive web design.

Responsive web design allows your web content to adapt its layout in response to the device which is being used to visit your website.

5 reasons why responsive web design must be part of every mobile marketing strategy.

1. Improved User Experience

The transformation responsive design provides should go unnoticed, resulting in an improved user experience and a higher conversion rate.

2. Increase your reach

Incompatible or awkward content presentation will quickly turn visitors off.  Easy to use content from any device will encourage content sharing and extend your customer reach.

3. SEO & PPC Benefits

Search engines will be more inclined to recommend websites that are ready for mobile or tablet users when pursuing returning search results, both for PPC ads and organic search results.

4. Save Time and Maintenance Costs

A responsive designed website means one update will immediately be seen on all formats.  Likewise, website maintenance is reduced by eliminating the need for a dedicated mobile-ready web presence.

5. Simplified Reporting

Measuring campaign success using web analytics across user devices is a straight forward, all in one place process.

In conclusion, responsive design is a great way to generate customer engagement and can significantly improve conversion rates amongst your mobile audience.

If you want help improving your mobile strategy with responsive web design, get in touch.

Get found by customers through inbound marketing

Most businesses understand marketing to mean that they have to do everything in their power to find customers and convince them to buy their products or services. However, this is not the case when it comes to inbound marketing because the relationship begins with the customer interacting with your brand. Inbound marketing focuses on understanding the needs of customers and providing them with relevant content that will make them seek out the services or products of particular companies.

Some of the ways that you can use inbound marketing to help customers find your businesses in whichever location include:

  • Create high-quality content

Providing relevant and extraordinary content is the base of inbound marketing, especially when you understand the needs of your target customers. Most online users appreciate being targeted by content marketing that meets their needs and allows them to make an informed decision on various services and products. To increase your reach, consider using Search Engine Optimization techniques to make your content easier to find on search engines.

  • Build social media base

Social media has become an important place to interact with customers directly and get to find out their needs. It is for this reason that social media marketing has become important for inbound marketers that want to attract customers. The best way to get customers to find you on social media is by participating in conversations that are relevant to them and your company as well. The majority of social sites are free to join allowing you to get customers at no cost.

  • Offer relevant advertising

The majority of online users turn to search engines when looking for information on various topics. These search engines are another way to give customers a chance to locate you through paid advertising. The advertising on search engines is associated with good content that will give online users a reason to find out more about you.

Let WSI help you get found easily by customers

The expertise offered by WSI in the area of digital marketing as well as PPC, will help you avoid developing content that will push potential customers away. To get more information on the best way to help customers reach you, contact us today. Need more advice about how to run a successful inbound marketing campaign? Then download our free inbound marketing checklist now.


5 Great Ways Pay Per Click (PPC) Improves Your Marketing

Pay Per Click (PPC) advertising is overlooked as the most expensive or least trusted alternative to search engine optimization.  However, the resulting benefits from PPC marketing are more immediate and better defined than SEO.

Here are 5 reasons why a PPC campaign can help you achieve your online marketing goals.

1. Accurately monitor your conversion rates

A pay per click campaign tracks which search phrases are driving the most conversions, enabling you to make immediate improvements and achieve a return on your advertising budget.

2. Generate data to inform your SEO strategy

Get immediate feedback on which search phrases are most effective to give greater focus and direction to your long term SEO strategy, saving you time and resources by avoiding less fruitful search terms.

3. Reach new audiences instantly and efficiently

Pay per Click advertising helps you get you in front of new audiences to try new markets immediate effect such as running a 2-hour lunchtime campaign over 5 days.

4. Learn more about your online competitors

The right PPC tracking programs can help improve your ad campaign by monitoring your competitors, such as:

  • Analyzing keywords selection
  • Bid levels
  • Updates
  • Special offers

5. Target your customers anywhere

A pay per click campaign allows you to target customers using:

  • Display ads
  • Remarketing

It also enables you to create follow-up offers or seasonal campaigns to target previous conversions.

In conclusion, as online trends develop, advertising opportunities like pay per click provide innovative ways for businesses to reach new customers while making a real return on investment.

If you would like help developing an effective PPC campaign for your business, get in touch.


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