Many business owners and marketers see lead generation as an impossible task and often because so much is at stake. After all, the health of your business depends on those leads as they are the metric you rely on. More leads mean more sales.
The epitome of a successful marketing and lead generation campaign is achieving 100% conversion rate but let’s be honest, that’s more of a pipedream. On average, 75% of leads don’t convert into sales due to a poor lead nurturing process. The good news is, there are really good proven strategies that can dramatically boost your rates with minimal effort.
We’ve compiled 30 of the greatest tips, tricks and ideas into an eBook which you can download free of charge. You can request your eBook here but we recommend that you read the post as it provides some great insight.
The Importance of Lead Generation
The universe has shifted over the last decade and businesses must now find new ways to reach buyers. It’s no longer just about finding leads, brands must also focus on being found. Forget cold calling and simple blast emails, the modern buyers are digitally savvy and are mostly connected. They will search the web until they find what they are looking for. The better a business puts themselves out there, the better their chances of attracting the right leads.
A simple example is utilising the power of social media in tandem with your sales and marketing teams. Let’s assume a new lead comes across your website after clicking through from a thought-provoking blog post. They relate to the content so much that they immediately register for your newsletter which makes them a potential hot lead. From here, your marketing team can start the lead nurturing process by sending emails with valuable and relevant content. The leads become more engaged and you’ll identify their interests, likes and dislikes. Your sales team can now communicate with each lead on an individual basis instead of a general cold sales call.
Lead generation is essentially collecting valuable information and the vital bits of data include first name, last name, email address and company. This can be obtained through form completions to download content, share information for a discount and subscribe to RSS feed and email lists. If the content you provide is relevant, unique and thought-provoking, more leads will engage.
Four Top Lead Generation Tips, Tricks and Ideas
Some lead generation tactics include collecting emails in-store, setting up a WiFi sign-up form to using videos on your landing page and hosting social media contests. Let’s take a look at a few lead generation pointers.
Create Irresistible Offers
Everyone is looking for something and if your business can offer solutions, you’re halfway there. Make your offers exclusive, rare, or in-demand, whether its whitepapers, exclusive memberships, free eBooks or downloads. Leads need to feel that they will benefit from working with you.
Clear and Bold Calls to Actions (CTA)
Call to action buttons or messages generally perform better above the fold where the users don’t need to scroll down. Heat map analysis has revealed that only 50% of visitors view the page ‘below the fold’. This makes a compelling argument to include multiple CTA’s on your page in all the right areas. It’s vital to include a simple but powerful message in the CTA. You need to tell the leads exactly what it is they need to do or what the offer entails. There is so much more to CTA’s which we share with you in our eBook.
Landing Pages that Convert
Of all the lead generation tactics, well-designed landing pages are right at the top along with lead capture forms. It makes a significant difference in conversion rates for B2B and B2C companies. In fact, landing pages are effective for about 90% of them.
The single most useful purpose is that marketers can direct web visitors to targeted pages based on the campaign without being distracted. They can gather sufficient and relevant data to make future personalised communication possible which in turn leads to increased conversions.
Optimise Lead Capture Forms
Just as landing pages are a vital cog in the wheel, without forms there is no way to capture data and convert leads. Implement a good data collection strategy with a beautiful, practical landing page and the rest will follow. Keep forms simple, short and easy to complete. It shouldn’t look like an exam paper with right or wrong answers and 20 fields to complete.
We’ve all come across those lengthy forms we simply ignore so put yourself in your customers’ shoes. Be smart and only ask what is required; try and keep it to the recommended 5 form fields. There are cases where more fields are required but where possible, plan to ask any additional questions at the next stage of your campaign.
Trade shows and events are a particularly useful tactic for generating leads but not all businesses attend these events. Marketers need to think outside the box and use more creative ways to attract the right leads. Regardless of how your business operates, you need an effective lead generation strategy. Our eBook will provide you with all the information you need and more.
Attracting targeted visitors to your website and applying smart lead capture methods are just the first steps. Pre-qualifying your website visitors with improved ad targeting will give you the best chance of turning a visitor into a lead, and ultimately into a new customer.
If you would like help improving your online lead generation strategy, get in touch today.