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Setting up and running a successful internet business is difficult enough without constantly worrying about new ways to generate leads. In order to free up some time and increase your overall business, incorporate sustainable lead generation techniques into your overall marketing strategy. Focus on three main lead-generation arenas: marketing, converting traffic to leads and analyzing the effectiveness of your lead generation.
Here are 13 helpful techniques to creating a sustainable lead generation campaign:

Marketing
1. Create a Regularly-Updated Blog
There are millions of blogs out there, and yet they are still an effective lead-generation technique. Create a blog and update it consistently. Use marketing-improvement plugins for your blog, like the ones found here. Try to update your blog more than your direct competitors—but keep the content high-quality.

2. Keep your Site Up to Date
Evergreen content is pervasive on the internet but content gets stale, both in the eyes of readers and search engine crawlers. Blogging helps with your content updating but isn’t enough. Ensure to add new content, and refresh old content, on your site regularly (doesn’t need to be as regularly as your blog though) to keep yourself current.

3. Use Keyword-Driven Content
When creating and updating new content for your site and blog be sure to use the most-popular keywords at the moment. Many keywords remain the same but new ones are added regularly thanks to trending topics. Use keyword-generation tools regularly and stay up to date on the news in your industry. To find out the effectiveness of your keywords use tools like HubSpot’s Keyword Grader to identify appropriate keywords and Google Insights for Search.

4. Use Organic Search with Long-Tail Keywords
Long-tail keywords account for 70% of organic internet searches, so use these as much as possible. This type of keywords also drives the most-qualified traffic to your site.

5. Leverage Paid Search
In addition to using organic-style searches use paid searches also. The combination of the two is the most effective strategy for sustainable, long-term lead generation.

6. Use Social Sharing
Sharing your content across the major social networking sites is a no-brainer these days, but in addition to making your content socially popular search engines are beginning to pick-up on social cues. For tips on social sharing, click here.

Convert your Traffic into Leads
7. Use Downloadable and Interactive Content
Driving users to your site isn’t enough, in order to convert traffic you need to offer them interactive and downloadable content like whitepapers, ebooks, webinairs, slideshows, free trials, product demos, forms, etc. These will increase your user interaction, drive leads, add email subscribers while creating more searchable content.

8. Use Targeted Calls to Action
Across all your mediums, email, website, blog, etc, use targeted calls to action that will turn leads into sales.

9. Use A/B Testing on Landing Pages
In addition to updating content on your site, use A/B testing tools (like HubSpot’s A/B tool) to ensure that your landing page is optimized for the continued traffic pouring in.

10. Nurture your Leads
The internet is a great research tool for users but more than half of them aren’t ready to buy yet. Through a CRM tool nurture and follow-up with your leads. This can mean offering them more interactive and downloadable content, or simply adding them to your email newsletter.

Analyzing the Effectiveness of Your Lead Generation
11. Know Where your Traffic is Coming From

By knowing where the bulk of your traffic is coming from you can focus your efforts on that outlet. For example if 45% of your traffic is being cycled from your blog then increase your posting frequency.

12. Know Where your Traffic Lands
In addition to knowing where it comes from, you need to know where it is landing on your website. Is there one page getting significantly more hits than the others? If yes, focus on creating pages with similar content, to grab even more traffic.

13. Know What Converts the Most
Understand what products, pages and content converts the most traffic and expand on them. Begin to filter out what content does poorly in converting traffic.

Creating a sustainable lead generation base will make your life easier in the future as well as continually send new business your way. These are not set-it-and-forget it strategies but require only minimal upkeep for the continual leads they generate.