SEO, Social Media Marketing, Lead Generation - What Do They All Mean and What Do I Need for My Business?

The world is changing.

The way people search for information has changed dramatically over the last few years, just in time with the social media revolution. What does this mean for you? It means that it's more important than ever to have a strong online presence. It also means that your business needs to be active on social media sites like Facebook and Twitter so that when people are searching for information about you or your company, they will find you!

Here, we take a closer look at SEO, social media marketing and lead generation to determine what these terms mean for your business and how you can incorporate them into your digital strategy.

Search Engine Optimisation (SEO)

SEO helps to improve your rankings on search engine results pages (SERPs) and ensures your content is visible to your target audience(s). As 93% of online experiences begin with a search engine, it’s vital to ensure that your web pages are accessible via popular engines like Google and Bing.

Of course, you only need your web pages to rank highly for specific search terms, so the first step to improving your site’s SEO is conducting keyword research. Once you know which keywords your target audience is using to search for related content, you can use keyword optimisation to improve your rankings.

However, effective search engine optimisation is more complicated than you might think. Google uses numerous algorithms and ranking factors to determine how web pages are ranked on SERPs and your SEO strategy needs to take them all into account. Furthermore, you may want to use different types of search engine optimisation, such as local SEO, to achieve your company’s growth objectives.

Broadly, SEO can be split into two categories: on-page and off-page. On-page SEO refers to factors within a web page or website, such as site architecture, mobile-friendliness, website speed, content relevancy and user experience (UX). Conversely, off-page SEO relates to factors that occur elsewhere, such as backlinks to your site and technical SEO practices.

As so many factors are taken into account by search engines, you’ll find that all aspects of your digital marketing strategy affect your SEO performance. A good content marketing plan will naturally incorporate high-priority keywords onto your web pages, for example. Similarly, optimal site design and management will ensure your site architecture and security meets or exceeds Google’s algorithms.

Social Media Marketing

There are nearly 4 billion social media users worldwide, which makes it a highly effective way to communicate with people. For businesses, the opportunity to increase their reach and engage directly with target audiences makes social media marketing (SMM) a highly lucrative form of digital marketing.

However, choosing the right platforms to focus on and sharing your content in the most effective way isn’t always straightforward. You’ll need to conduct in-depth research to determine which platforms are most relevant to your target audience segments, for example. Additionally, you’ll need to create site-specific content that engages your targets while promoting your brand.

Remember – social media facilitates two-way communication, so simply sharing content that advertises your brand isn’t going to cut it. You need to respond to interactions in a time-sensitive manner if you want to earn customer loyalty and build your company’s reputation online. By incorporating SMM into an omnichannel marketing strategy, you can combine your social media strategy with additional tools, methodologies, and channels to achieve maximum results.

Lead Generation

Lead generation is a relatively broad term that simply refers to the process of generating potential customers from your target audiences. You can think of lead generation as narrowing your audience down to ‘pre-customers’ or ‘leads’ and then further narrowing the selection down by converting these leads into actual customers or clients.

Effective lead generation can encompass a variety of offline and online activities and tools. A successful social media marketing strategy can generate leads by sending users to a product landing page, for example. Alternatively, email marketing can be used to reach a wide target audience and generate leads via persuasive and engaging copy.

All businesses want to generate as many leads as possible but it’s important to ensure that the leads you do generate are likely to convert. If you have a high rate of leads but a low conversion rate, it could be a sign that your leads aren’t being nurtured effectively.

Pay-per-Click (PPC) Ads

PPC ads are another form of lead generation, and they can be a highly effective way of finding leads and converting them into customers. On search engine results pages (SERPs), you see a list of organic results that are relevant to your search query, but you also see a number of ads that also relate to your search term.

As these PPC ads are displayed at the top of the SERPs, they receive a relatively high number of clicks, which means that your web page benefits from increased traffic. Furthermore, your PPC ads can be highly targeted, so that they’re only displayed to users who are searching for related content. This ensures that the clicks generated via your PPC campaign come from users with high search intent, which makes them more likely to convert.

Although PPC ads are routinely used on search engines, such as Google, many social media sites now offer in-platform PPC advertising too. By expanding your campaigns across multiple sites, you can effectively maximise the number of clicks (leads) generated and optimise your conversion rate.

Developing a Custom Digital Marketing Strategy

Search engine optimisation (SEO), social media marketing (SMM), and pay-per-click (PPC) advertising are all viable forms of lead generation, and they can all elevate your digital marketing strategy. However, each of these elements requires expertise, audience-specific research, and expert implementation.

By working with professional digital marketers, you can gain access to the insights, knowledge, and tools you need to elevate your digital presence and increase online sales. From standalone campaigns to wraparound strategies, our digital marketing services provide everything you need to reach your online goals.

Ready to get started? Contact H2 Creative now on 01225 302473 or email us at

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