Creating a lead generation strategy is the most important factor of online marketing. An effective lead generation strategy can be complex, so you need to consider proper research, planning, and implementation. Your lead generation strategies need to be customised to suit your business needs and target audience.
You will need to create persuasive content and use the content to convert visitors to leads. Lead generation campaigns should be measurable and impactful to bring in relevant traffic.
Lead generation campaigns get you closer to your potential customers. It enables your business to start gaining a following on different online platforms. If you build a list by collecting different emails, you can contact that person later with new offers. It empowers building trust and relationships through which you can gain authority.
Most businesses today are dependent on lead generation as it generates traffic to their websites that increase ROI. It allows you to connect with your target audience who are searching for your products via search engines. This can increase the chances of the lead purchasing from your business, resulting in sales.
Set clear goals and objectives for a successful lead gen strategy. What do you want to achieve for your brand? Minimum how many leads do you plan to acquire per month? Setting goals will let you monitor, track and evaluate your strategy. Moreover, the goals for your lead generation should be SMART – specific, measurable, achievable, relevant, and time-bound.
Who is your ideal customer? Having a clear understanding of your target will help you generate leads to increase sales. When you are aware of your target audience, you can connect with the right people via great content and superior services – which is an essential part of the sales funnel.
For example, if your target audience prefers video content to a blog post, you’ll need to use use video marketing as your primary lead generation to reach your audience. By creating different buyer personas, you’ll be able to create lead-gen strategy based on your ideal customers.
The more detailed your buyer persona is, the better it is for your lead generation strategy. It provides you with the details to reach your target audience through the right marketing channel for lead generation.
If you don’t focus on the lead capture strategy, half of your visitors won’t return to your website. A marketer can ask for a working mail address from visitors. However, most visitors are reluctant to give personal information to the marketer as a call-to-action button like sign-up has become synonymous with spamming.
You must have noticed when you visit any website that the first thing a site will ask you to do is sign-up. Of course, it is a voluntary decision whether you want to do it or not. For lead capture, marketers must find new and creative ways to get the required information from visitors.
For creating the right leads, keep these two rules in mind.
It is time to break down the walls put up by potential buyers. For this, you can use mutually beneficial opt-in ways to acquire information such as lead magnets.
There is a gap between the traffic generation phase and the lead generation phase. It often results in one-time visitors who ignore your attempts to capture information, and you never hear from them again. Thus, it is important to seal this gap by using lead magnets.
A lead magnet is a tool that provides value to visitors in exchange for their contact information. Most businesses use lead magnets such as email opt-ins, social media followers, and subscriptions to get a sign of interest from different site visitors. The whole point is to receive permission from visitors for a follow-up.
You can capture lead magnets through free trials and different video series. You can host webinars and provide a subscription to E-books. White papers and a set of bonus tips can help. An interview with an expert on the current topic can also help. These techniques can attract visitors and allow you to obtain their email address or educate/inform them through posts.
Landing page templates can successfully help convert your visitors to leads. A visitor can land on your page after clicking an ad or a link to your web page. Landing pages are not the same as your web pages, and are mostly used as a tool for a single marketing campaign.
There are two main types of landing pages – lead generation landing page and click-through landing page.
Landing pages work on a call-to-action feature. But instead of providing information regarding your products, it is important to narrow down one specific goal in mind. You need to be sure to cut the added information in the campaign and include only one CTA link.
One way to do this is by including a CTA on your Ad source headline – on your landing page. Make sure to use relevant images, engaging fonts and contrasting colours.
Lead score is an important element of marketing that helps you gauge lead quality. It helps prioritise different leads according to engagement levels with inbound marketing content. It helps you to understand the needs of the buyer and what they are interested in. This makes setting up the right marketing campaign easy.
You can use the lead scoring technique to quantify different interactions that prospects may have with your content by assigning different engagement points. The engagement types and point values may differ.
For instance, if ‘Lead X’ downloads an eBook (he gets 5 points), watches a product review (10), or fills up an opt-in form (15). On the completion of each task, his total score would be 30. In contrast, if ‘Lead Y’ completes only 2 tasks – watches a product review and fills in the opt-in form – his total score would be 25.
Here, compared to Lead Y, Lead X is more of a qualified lead as he has completed all 3 tasks.
The point-based approach to recognise and analyze a company’s leads will save time & money and help you capitalise on different sales opportunities. It will also help the sales and marketing team to understand the likelihood of a lead converting.
Conversation rate optimization plays an imperative part in lead generation. You will need to test and tweak everything for improvement. It includes optimising landing pages, testing different lead magnets, and improving conversion rates of marketing channels. With regular tweaks, you can compare the progress based on objectives and set targets accordingly. Once you know where things are going wrong, you can improve the same.
When you generate leads for business, it helps increase organic customers and create sales opportunities. Also, having more clicks on your website will increase the chance of a lead turning into a customer. You need to ensure that you qualify the leads to save time.You can also use Google Ads to your advantage to rank higher in search engines.
Creating and executing a successful lead gen strategy is easy. But to obtain the desired result you will have to be patient. So, make the best use of the above-mentioned tips and check out this blog to learn how to create a perfect landing page for lead generation.
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