Establsih your goals and objectives.

Types of goals: Brand awareness, lead conversion, customer service, etc.

Know your unique selling proposition. What sets you apart from everyone else? Differentiate your product. Make people excited about what you have to offer.

Create Personas. Focus both on demographics and psychographics. Know your target market. Understand their language, quirks, and personality traits.

Uncover keyword niches and see what is trending.

Make sure you verify keywords to test for conversions. If response is bad, choose new keywords. However, if they are successful, invest in search engine optomization (SEO).

START WITH YOUR WEBSITE
Does it convert?
Do you have dedicated landing pages for advertising and promotions?
What are the current visit paths and do they make sense?

HOW DO YOU CHOOSE WHAT TOOLS TO USE?
Leverage Forrester’s POST methodology
–People
–Objectives
–Strategy
–Technology

YOUR LEAD GENERATION TOOLBOX
Social tools, e-mail marketing, search engine marketing, content focused tools, advertising, offline tools.

E-mail Marketing generates a substantial Return on Investment
72% reported e-mail marketing ROI is better than all tactics, save for SEO.

THE BIG THREE
–SEO
–Social Media
–E-mail Marketing

You’re leaving a lot of money on the table if you don’t utilize these tools to generate traffic to your page. Be smart.