5 Digital Marketing Tactics that Drive Lead Generation

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Rely on Experts Who Know How to Generate Leads and Maximize Your Return on Investment

Whether you call them qualified leads or conversions, they’re what inject revenue into your business and sell products and services. And when it comes to knowing how to generate leads, it’s best to rely on an expert hand at iFocus Marketing to ensure it’s done properly.

These digital marketing tactics are proven to drive conversions, build a strong client base, and support your business objectives – and we have the data to prove it.

Pay-Per-Click or Paid Search Advertising

In pay-per-click – or PPC – advertising, your business pays a small fee each time a user clicks on one of your ads that show up at the top of search engine results pages. After clicking, the user is taken to your website.

The cost per click depends on a number of factors, including your industry, the keywords you designated to show the ad to relevant users, your desired return on investment, and how much competition you’re up against.

This digital marketing tactic is a particularly advantageous one, considering that PPC ads not only drive traffic to your website, but they also drive sales by getting your product or service in front of your precisely targeted audience. In some cases, PPC can be a great tactic for brand awareness.

Google Campaigns for Affinity or In-Market Audiences

Google Search and other ad type campaigns can be hyper-targeted to shoppers already in the market for your goods or services, or share similarities to those who are. In the world of digital marketing, these are called affinity audiences or in-market audiences.

An affinity audience is a group of potential customers who share characteristics with your existing customers. They fit your buyer persona. Affinity audiences for Google ad campaigns show your ads to those who are interested in what your business offers.

Similarly, in-market audiences are those Internet users who are already looking for products and services like yours and are nearly ready to make a purchase. As they browse the Internet, your ads can make an impression on them, prompting them to buy from you rather than your competition. Your lead generation campaign needs this digital marketing tactic!


Retargeting is yet another way to use paid ads, including display ads, as lead generation tactics. Retargeting uses information about those shoppers who have already done business with your brand – or have simply visited – to get your products or services in front of them again and keep them coming back.

Retargeting is done through the use of retargeting pixels or email lists – and with changes to how websites collect cookies, expert marketers expect new retargeting data to play a role in how this digital marketing tactic works.

Effective Landing Pages for Lead Generation

Your digital ads drive traffic back to your website. If your goal is lead generation, then you’ll need to ensure the pages users visit are optimized and contain helpful information about your business.

In considering how to generate leads, your webpage should:

  • Contain keywords used in your paid search ads.
  • Match the look and feel of your display ads.
  • Include information to help potential customers make a decision.
  • Have a powerful call to action “above the fold,” meaning site visitors don’t need to scroll down before they see it.
  • Include multiple CTAs throughout the web content.
  • Be easy to use with a fast loading speed.
  • Be responsive, with a web design that works on both desktop and mobile.

Offer Events and Special Offers Through These Digital Marketing Tactics

If you’re looking for a surefire route to lead generation, a promotion or special event, like a webinar, can help stir your audience to action.

Discounts, special offers, and even free events for learning more about your products or services – particularly for B2B companies – can all be a great way to get more time in front of your audience. These freebies give them an incentive to close the deal quickly.

Let Us Show You How Lead Generation Tactics Can Help You Reach Your Business Goals

Your digital marketing tactics should drive qualified leads – that is, shoppers who are most likely to be a good fit for what you’re selling – not just any lead.

iFocus Marketing has consistently demonstrated our ability to help businesses in a range of industries reach their objectives, and in some cases, largely exceed them.

To learn how to maximize your marketing budget and find out whether your digital marketing efforts are working for you, request a free digital audit from iFocus Marketing, a Google Premier Partner. Contact us to get started.

Related Reading

Our Digital Marketing Agency’s Relay Race, Leg One: Brand Awareness
Our Digital Marketing Relay Race, Leg Two: Research
Our Digital Marketing Agency’s Relay Race, Leg Three: Lead Generation
Our Digital Marketing Relay Race, Leg Four: Retention

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