Introduction

How do you determine the effectiveness of your content marketing campaigns? Is it the amount of views they receive? Or maybe it’s the number of shares they get.

While these metrics can help determine the efficiency of your topics and content, it doesn’t speak much on performance. It’s critical to look at conversion rates to prove your content works. 

This is why most companies use lead generation as the sole metric to determine content success. 

Let’s take a look at the top 2 best practices for effective lead generation. 

2  Lead Generation Techniques that Work

#1. Search Engine Optimization 

Many potential clients want to learn how to solve the challenges they face. If a prospect is even remotely computer literate (and these days what executive doesn’t have a computer or a smartphone?) one of the first things they do is Google their question, problem or issue. Search Engine Optimization (SEO) gives you the tools to match qualified clients with your online content. And if you play your cards right, you’ll end up on their short list when they are looking to purchase services.

#2. Pay Per Click Advertising

Another proven way to get on your prospects’ radar is to buy your way onto search engine results pages for relevant keywords. This technique gives you greater control over the keywords with which you want to be associated. As the name implies you only pay when someone clicks on your link. Many times, Pay-Per-Click (PPC) leads are of higher quality because the potential client is often searching for a specific solution. In addition, PPC is completely trackable and typically less expensive than traditional print advertising. That’s an attractive combination.