Generating leads – of both quantity and quality – is one of the most important goals of marketing and can be achieved with the help of inbound marketing. A successful lead generator engine is what keeps your inbox full of potential customers while you can have a sleep tomorrow.
Surprisingly, only 1 in 10 marketers feel that their campaigns to get leads to new customers are effective. Why, you might ask. The answer is not simple, but it can be because there are many parts of a campaign and it can be difficult to know exactly which parts need to be fine-tuned to achieve optimal results.
Okay, before we do a swank dive among the tips, we first have to grapple with the dry, but oh so mandatory mechanics behind the “lead generation”. Each campaign whose purpose is to find potential customers contains these building blocks, which consists of four elements:
An offer is content with great value. This may involve a free consultation, discount code, product demonstration, e-books, white papers or similar
Text, image or a button that links to a landing page where potential customers can download or take advantage of your offer.
A landing page, unlike a website, is a page, dedicated to information about an offer, this page also contains a form that is filled in to take advantage of the offer.
It is impossible to find new customers without a contact form. In return for your offer, you will receive the visitor’s information for targeted communication in different phases.
These four building blocks are what it takes to create magic. If you don’t have them, fix it first. Then read the tips. Okay? Go.
1. STEP UP YOUR BLOGGING
Start blogging. And do it now. According to HubSpot’s “Benchmark report”, companies that blog frequently (6-8 times/month) can double their “lead volume”. This proves that blogging is an effective channel for communication that attracts potential customers. Each entry should include links to a landing page, clear CTA (Call-To-Action). Today’s tips. If you do not have someone who can maintain a company blog in a dignified manner. Pay someone to do it. For a blog that is written by a person without insight or interest in your industry, it will do more harm than good.
2. TREND TENSION IS GOOD
One of many good examples is when a British prince named Will married a girl named Kate a couple of years ago. After the wedding, one of many girls talked about Kate’s wedding dress. Within a few hours of the wedding, manufacturers had already begun selling almost identical copies of the Stella McCartney-designed dress. When something is newsworthy and a hot topic of conversation, you can take advantage of this and ride the wave for extra attention and free PR.
3. LINK YOUR CTA TO A DEDICATED LANDING PAGE
We have said it before, but we will say it again. Very often this is a classic miss that companies make. The purpose of a CTA is to send the visitor to a dedicated landing page where they can take advantage of your specific offer.
Don’t use CTA to drive the visitor to your regular website, even if your CTA is about your product or brand, still send them to a dedicated landing page that is relevant to what they are looking for. If you take the opportunity to utilize a CTA, aim to send them to a page that converts a visitor to a customer.
4. SENDING OR NOT SENDING (THIS IS THE QUESTION)
It is probably the biggest question your visitors ask. One of the best ways to increase the number of contact information you submit is by not using the word “send” or similar. What you want to do is spin the message 180 degrees and tell them what they get if the visitor in fact chooses to submit their information to you. For example, if your contact form offers to download a guide, “send” should be changed to “get your guide”.
Bonus Tip! Make the button BIG, IN BOLD and make it stand out with some strong color. But never forget that a button should look like a button. Now you think we’re kidding. But if you knew how many potential customers are lost due to. you would probably fall off the chair.
5. LESS IS MORE
Have you ever heard of the KISS rule? (Keep It Simple and Stupid.) If this is your first time hearing about it, learn it, live by it, and apply it to (almost) everything you do.
This excellent philosophy can be applied to most things, but for the moment let us stick to landing pages. A page that contains a half-written short story in 13 different fonts results in a distracted visitor who will never read clearly what you want to say. Keep it short, concise and let the offer be informative. Headline, a brief description of your offer and a couple of bullet points that reinforce the benefits of your offer.