Lead Generation Marketing
After months of work, your new Custom Build Website is now live, and everyone in your company is thrilled and excited. Yay!
So what’s next? What should you do to get prospects to your website — and more importantly, contact you? That’s the question I’m always asked, followed by, “Can you help us?”
Due to working closely with you on the website build, I now know your business and what makes your company unique. Turning this knowledge into effective lead generation is the natural next step.
It’s what I’ve been thinking through — and what we designed your website to do! It means I’m ready to get to work.
The Lead Generation Program
This is a monthly flat-fee, ongoing marketing program designed to build sales inquiries over time. It includes three key components that work together: Content Marketing, Paid Search, and Conversion Reporting.
Content Marketing
Build brand awareness
- Website Resources section or blog: FAQs, tech tips, case studies, product announcements, etc.
- Ongoing website tweaks based on Conversions data, customer and team feedback
- Branded collateral: Sales & data sheets, letterhead & business cards
- Print ads, sponsored email (copy & design) as needed
- Repurposed content for: LinkedIn, newsletter, paid search, etc.
- All content written for your audience by me, Dianna Huff
Paid Search / PPC
Generate leads
- Google Ads Search campaigns — includes all set up, goal tracking, etc.
- All campaigns are actively managed, including regular check-ins for ad spend, conversions, etc.
- Ongoing recommendations to improve marketing and lead generation
- Matomo Analytics analysis: Dashboard, monthly report; recommendations
- Troubleshooting; responding to Google notifications
Conversion Reporting
See your stats every week
- Determine and set KPIs
- Install Matomo Analytics tracking code on website; set up Goals and other metrics in Matomo
- Create Conversions spreadsheet based on lead sources: Website forms, PPC, Organic, Referrals, Calls, AI, etc.
- The Conversion report is updated each week; I review all data and then send the report to you via email
- Marketing decisions are based on real data
The goal: Consistent results
My approach to marketing is pretty straight-forward and hands-on: I create lively and original content that answers the questions prospects have when they arrive at your website. I want them to say, “This company is a good fit. Let’s reach out.”
I’ve also incorporated the following principles in my work since 2014:
- Content should tell your story, demonstrate your expertise, and build trust and credibility with your audience.
- All content should be written for your audience, not for Google.
- Most importantly, marketing must be done consistently in order to see results over time.
This holistic approach is why my long-term clients see continued increases in website lead conversions, year after year.
The following chart shows the results of consistent marketing in terms of website conversions (or top of funnel). The client saw a 72% increase in inquiries from when we started tracking in 2021 to end of year 2024, which was their best year ever.
The client continues to see consistent website conversions; the sales team is very busy!
Program Add-On: Public Relations
When clients ask about PR, I recommend Art Sesnovitch, of Bulldog Communications. He’s worked seamlessly with the Huff Industrial Marketing team for several years and has impressed me with his work ethic and creativity.
He also gets amazing media placements for clients! His skillset includes:
- Press releases for new products, projects, or big company news
- Article placements in trade pubs (Art or the pubs write the articles)
- Pitching podcasters to book you as a guest for interviews — either audio or Zoom / video
“One of best the business decisions I’ve ever made.”
“Dianna and her team have provided ongoing marketing for us since 2017, including the complete redesign of our website in 2023. Due to their recommendations, we see a steady stream of RFQs for our high-end, custom blast rooms.
“In 2021, Dianna suggested bringing on Art Sesnovich for PR. Due to his work, Titan is now being featured in trade publications and podcasts; this increased exposure has resulted in more searches for the Titan name and more RFQs.
“Hiring Huff Industrial Marketing is one of the best business decisions I’ve ever made.”
— Brandon Acker, President, Titan Abrasive Systems