Leads are the metric that, as marketers, we rely on. Because leads mean money.
Generating leads in high quantity and high quality is a salesman’s foremost task and a successful lead generation process is what keeps your funnel full of potential sales opportunities.
However, only 1 in 10 sellers feels that a lead generation campaign is effective. What is the reason for this? The answer is not quite simple, but we know that a campaign contains many different elements, which makes it difficult to know exactly which elements need fine-tuning to optimize the process and the results.
In this guide we will take a closer look at some different techniques to increase your lead generation and your income.
So let’s first look at the mechanics behind a high-performance lead generation campaign.
In most cases, the best lead generation campaigns contain all four sections below. From a tactical perspective, a salesperson needs four critical elements to create inbound lead generation. These include:
Your offer is content in some form with a considered high value. An offer can be an ebook, whitepaper, a free consultation, a voucher or a product demonstration.
A CTA is text, image or a button that links directly to a landing page, where people can find and download your offer.
A CTA is text, image or a button that links directly to a landing page, where people can find and download your offer.
Without a form, you can never get any potential leads. Your form collects information from your visitors that is exchanged for your offer.
CREATE OEM RESISTANCE OFFERS
Yes – is one of the strongest words in marketing language. And if you think a little about everything we do as a sales rep, it’s to get people to say; “Yes” to our offers.
When an offer is exclusive, rare or sought after, it becomes more desirable. Whether it is whitepapers, free trial, membership, seller offers, these irresistible offers can overcome the typical barriers to a lead: doubt and worry.
Why then do these elements work? They trigger a physiological reaction that makes an offer more valuable. People must perceive the value of your offer to be greater than what you want in return. The higher the perceived value, the more sought after offer.
If you look at the principle of supply and demand, you quickly notice that when assets are limited, demand increases. Just lack has a psychological impact on us, it makes us want something even more, even if it is not enough for everyone. Lack of mechanics is good, as it creates a fear of scarcity and thus a sense of urgency.
These deals are perhaps the most popular in the shortage category. Think of every car salesman ever. Virtually all of its marketing includes a limited time offer in some form.
ONLY ONE FEW QUAR OFFER
When a product or similar is only available in a few copies, it suddenly becomes more unique and exclusive. According to some studies, limited edition/access has worked better than just limited time offers. Why? It is difficult to know exactly when an offer with limited availability stops being available, unlike time-limited offers that have a fixed end time. Limited access deals work great for people to say “yes” to your offer, but also to avoid complete procrastination.
TIME LIMITED OFFERS
Groupon is a perfect example of a company that uses both of these tactics. All of their deals end with a given time frame and they limit the number of people who are allowed to buy a coupon, which is one is a powerful combination. Their website also packages these lack-of-commodity tactics with discounts, which becomes an added value, especially for e-commerce.
It is a natural instinct for humans to copy from others, without even realizing it because man is programmed to be part of a tribe and find its place in social communities. When our social circle behaves in a certain way or procures a certain product, we tend to follow that behavior to feel community. So one way to make an offer more valuable is to show that other people are participating in the same offer.
PROOF IN NUMBER FORM
A great way to show how awesome your offer is by mentioning how many people bought, downloaded, subscribed or donated.
When you advertise your webinar you can, for example, write that over X number of people have already reported interest in your upcoming webinar.
Increase the value of your blog by highlighting how many subscribers you have to your blog. A blog with many followers is considered credible and something that people should follow because others follow it.
Make sure your statements are true and credible. Do not lie. Do not overdo it. Leave that behavior to influencers on Instagram.
TRENDS ARE GREAT
When something is “buzz-friendly” a great demand arises. In these situations, you can coordinate your offers with what’s “hot” right now. It’s called “leverage newsjacking” and is a type of technology that works well. It could be riding the wave of a new season of Game of Thrones. The famous egg from Instagram or something else. But don’t forget the context. There must be some kind of connection between what you offer and your reference to a trendy event. Otherwise it just gets weird.
A great example is when Pinterest started to gain attention, HubSpot was quick to publish an e-book called: How To Use Pinterest for Business. A book that was downloaded over 125,000 times. HubSpot was very careful to point out 2 things about the book. It was the first and only book on the subject then. And because Pinterest was the new and hot platform, the offer for the book became even more irresistible. A great example of using popularity and timing to their advantage.
“If you have an incredibly good offer with a bad title, no one will download it. But if you have a cruel title, everyone will want it.”
The above was said by Brian Halligan, who founded HubSpot. What he really said is that people often judge the book by its cover. So if your offer is content such as a whitepaper, an e-book, a presentation or the like, put a little extra love on giving it a cruel title. It’s certainly easy to talk, but HubSpot did an A / B experiment where they gave an old product a new name to see what happened.
CALL TO ACTION
Call-to-action or CTA that we simply shorten it to is the secret ingredient to drive potential customers to your offers. If your CTA is not effective enough to catch people’s attention and persuade them to click on your offer? Yes, then your offer becomes completely meaningless.
CTA can be used on product pages, advertisements, e-mails, social media, direct mail, basically technically wherever you can market your offer. Today, we live in a world where all brands fight for customers’ attention around the clock, making it extra challenging to get customers to choose your particular offer – rather than your competitor’s.
As creators, we tend to be smarter than clear in our communication. Which is not necessarily a negative ability. When it comes to CTA, aim for clarity. Leave the smartness to something else.
If you give away a free guide:
Download our free guide to XXX! Don’t hide it behind messages like: Download now, or get a free article. Always be clear.
Example: The CTA below is for advertising a free e-book. The message is straightforward, and you reinforce it with statistics about downloads and the extent of the e-book.
LINK YOUR CTA TO A LANDING PAGE
Obviously, it may seem obvious. But it is frightening how many companies miss this opportunity. Your CTA is created to send visitors to a dedicated landing page where they will receive your offer.
DO NOT use CTA to drive traffic straight to your website. Even if it is about your brand or product, always navigate the visitor to a landing page that is relevant to what they are looking for.
Your landing pages are one of the most important parts of your lead generation strategy. In fact, according to research from MarketingSherpa, landing pages are effective for about 94% of B2B and B2C companies. The use of landing pages facilitates the directing of website visitors to targeted pages, which in turn leads to a higher rate of incoming leads.
The neat thing about landing pages is that they take your visitor to a special offer without distractions from everything else on your website. The visitor is on the landing page for one reason: filling out your form. (Which is your lead capture.)
Which elements does an effective landing page contain?
Landing pages, also called “lead capture pages” are used to convert visitors to leads by performing a transaction or gathering information from the visitor. A landing page consists of:
HOW DO YOU GET VISITORS STAY ON YOUR LANDING SIDE?
When a visitor arrives at your landing page, it is your job to make them stay there. If there are a lot of links to your website, they can distract the visitor and reduce the chance of conversion. One of the best ways to increase your conversions is to simply remove the navigation from your landing page:
IT WORKS TO BE HONEST
Be consistent! Your CTA and the heading of your landing page must match. If someone clicks on a link for a free offer and then realizes that there is a catch on the landing page, you have lost their trust in a second. The same is true even if the heading differs significantly from your CTA. Then confusion arises and the visitor starts to wonder if your CTA is linked to the wrong page. Most likely, the visitor will just close the window. And their trust in you is exactly zero.
LESS IS MORE
You probably know the KISS rule. (Keep It Simple & Stupid). This rule is very applicable to landing pages. A “scribble” page results in a distracted visitor. Keep it short and concise. The template is simple:
- Description of your offer
- The benefits / benefits of your offer
SHARING IS CARING
We live in a world where everything is divisible. So don’t forget to include sharing buttons to encourage others to share your content or offer. Include multiple social channels as well as emails where people have their own preferences for how they share. Divisions = distribution. The more spread = more chances for leads.
Example: Place “social buttons” clearly on your page
DO NOT MIX APPLES WITH PEARS
There are two things to think about on landing pages. The first is that if a company increases the number of landing pages from 10 to 15 can see an increase of 55% of leads. Quite logical, of course. But here comes the important thing. Do not collect all offers on one page. Create a new page for each individual offer or content. Make it easy for the visitor. Don’t confuse them.
Forms are the secret behind creating a landing page. Without them, there is no way to convert a visitor to a lead. Forms are the step in your lead generation that collects information, when it’s time to download your offer or subscribe to your blog posts or similar.
A common question is: how many fields should I have in my form? There is no universal answer, but consider what information you need. And customize your form accordingly.
The fewer fields in your form, the more chance of more conversions. A form with lots of fields can create friction in the visitor. It just feels like too much “work”. On the other hand, the more fields, the better the quality of your leads as you learn more about them. There is no fact. You simply have to try it out.
Is probably the question your visitors usually ask themselves. One of the best ways to increase your conversions is to not use the default word: “Submit”. It’s dry, it’s a bit boring. Instead, “send” to a statement that relates to what the visitor receives in return for filling in their information.
If your form is made to download a guide, your button should read: “Get your free brochure” or similar. If your CMS offers different variants of buttons. Test yourself to find your solution. And don’t forget to make your send button in any lattjo color. Simply pop it!
Thanks to spam and other digital junk on the Internet, people have become less likely to leave their contact details today. So it’s up to you to quell your visitors’ concerns with a few simple tricks:
Be clear that their emails are not shared or sold.
If your form contains sensitive information, include security seals, certificates and the like so your visitors can feel in safe hands.
Add testimonials from customers who have previously tested your product or service to validate your contact information request.
Make sure your company complies with GDPR and has a clear policy for managing personal data under GDPR!
If your form appears long and complicated, the visitor will start to doubt. We live in an age when laziness has taken over and time is more important than ever. But, you can round this off. With the right styling and less air between the fields, the form looks less “demanding”. You can also add the titles to the fields on the left to give a smoother impression.
Your website is a place for the visitor to come to. Getting them there is all about using all available channels to maximize your lead generation effort. A well-mixed market mix is always a goal to strive for.
The blog’s importance
According to HubSpot’s Benchmark report, companies that blog 6-8 times a month double their lead volume. In other words, blog is still a highly effective channel for lead generation. Each blog post should contain hyperlinks to landing pages, as well as CTA and copy that match your offer.
There is a belief among many that email marketing should only be applied when communicating with existing customers. That is not the case! Here are some things to think about in email as a tool:
Send valuable offers. If you send interesting or valuable offers, such as. discounts, free guides, whitepaper, etc. you increase the chance that your recipients will share your email to your friends or colleagues.
Give people the opportunity to share. Work with “social” buttons, and other clear “forward buttons” in your mail to encourage and increase the chances of sharing.
Social media is more than just fake news, cat memes and backlit movie clips from your balcony. It is also an excellent channel for companies to generate leads. Here are some tips on how to do it:
Social media is about dialogue. To only communicate without participating in the conversation you start is to utilize the power of the platform in half. And not very effective in the long run. Your goal is to interact with your followers and be helpful.
Dare to share other than just your own content. Find interesting posts from sources other than yourself and share them with your followers.
Publishing and sharing content that drives traffic to specific landing pages is the very best weapon in your arsenal to increase lead generation through your social channels. Share your offers by posting links to landing pages while creating a good mix of blog posts, resources, discount offers and the like.
Marketing their offers in multiple channels is fundamental to lead generation. It is also important to make it easy for potential customers by appearing in search engines. To maximize your chances of getting the best view, you need to apply Search Engine Optimization (SEO) to your landing pages, some of the tricks are:
Choose a primary keyword for each landing page and focus on optimizing the page for that particular word. If you over-saturate your page with too many keywords, it will lose its importance and authority because the search engines will not understand what the page is about.
Include the keywords in running text and especially in your page title (H1 tag), but do not use the word without context, make sure the word is relevant in the text as a whole.
Include the keywords in the file names of your images. Or use the words in your ALT tags.
Use the word in your page’s address. (Page URL).
USE LINKS AND CTAs IN YOUR OFFERS
Your offers are excellent channels for lead generation. The example below is the offer for an e-book, but there are also links to other resources that have a link to your original offer.
Example: Create more opportunities for other offers and content by pushing them into your offers.
A / B TEST
A / B testing is a great way to increase your leads across all your channels. A / B testing can be used in CTA, landing pages, e-mail marketing, advertising and more. According to research from HubSpot, A / B testing can help you generate up to 40% more leads. When A / B testing is used correctly it is a strong takeover in the competition.
Generating leads online has the power to transform your marketing. Using excellent offers, CTAs, landing pages and forms and marketing them in various digital channels can reduce your cost per lead while delivering high quality leads to your sales team.
This guide covers the basic methods for all aspects of lead generation and conversions. But these are just the tip of the iceberg. Keep tweaking and testing yourself in each step to find exactly the methods that work best for you.
Still wondering if this guide really works? The steps to create it are: offer, landing page, form and reward. This guide is literally the result of the contents of the guide. Fine, right?