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Brad Shorr

Brad Shorr is Director of Content Strategy at Straight North. Shorr has over 25 years of experience in sales and marketing and has been featured on top online publications including Moz, Forbes and Entrepreneur.
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Making Sense of The Internet Marketing Lead Generation Ecosystem

April 06, 2017 / 1 Comment / by Brad Shorr

The Internet Marketing Lead Generation Ecosystem

The Internet marketing landscape is so big and complex it sometimes looks like one giant blur — even to experienced Internet marketers. In an effort to bring clarity and organization to the terrain, Straight North, an internet marketing company, created the “Internet Marketing Lead Generation Ecosystem” infographic, which helps marketers visualize not only the components of the lead generation process, but perhaps more importantly, how they fit together.

 

lead-gen-ecosystem-1.jpg

Turning our attention to the top portion of the infographic, we can see there are a number of sources of website traffic: social sites, display networks, search engines, off-site content and referral sites. A big challenge, right off the bat, is determining which of these sources to focus on for lead generation campaigns.

The default campaign for many organizations winds up being SEO. Google processes more than 100 billion searches a month! What’s more, people searching for products and services are likely to be in the market — two good reasons to engage in SEO.

On the other hand, some organizations dive into SEO because they haven’t fully considered the following options:

  • Social media marketing can be quite powerful for lead generation, especially for visually engaging products, for brands with a passionate following, and for local businesses such as restaurants.
  • Display advertising reaches known website visitors, giving it high marks for relevance and conversion rates.
  • Off-site content can draw highly qualified traffic and sales leads, and can be tapped into as the foundation of a content marketing campaign.
  • Referral sites such as BBB, Yelp, Google My Business and Zomato are invaluable to local consumer businesses but also have great potential for larger operations in B2C and B2B.

 

Bottom line: Seeing the entire lead generation ecosystem enables online marketers to consider all of the options, refine and readjust their strategies, and ultimately get the most out of their Internet marketing investment.