Great content is a great start in lead generation. But these techniques and methodologies will help you boost your lead generation to a whole new level.
Quality and content that attracts avid readers is a great start for lead generation. However, you need some additional techniques in order to get people to fill out your online forms and turn into leads. This guide will introduce you to some of the advanced techniques used by online marketers for lead generation. It will help you grow your online business and make your blog and website strong revenue generators.
There are two major components of lead generation: attracting the right people to your website and ushering them to your forms in order to convert. In this guide, we will review both components and will provide actionable advice for improving your lead generation.
1. Your next customer or how to find the needle in the haystack
Lead generation starts by finding the people who are interested or actively looking for your product or service. The best copy, most compelling images, and even best prices would not be compelling for people who are not interested in what you have to sell.
Imagine that you sell juicers. If I am not interested in buying a juicer, it will be next to impossible to convince me to buy one from you. You may have the best copy in the world, you may have testimonials from happy customers, and your images may be compelling and full of richness and detail. However, unfortunately, it would all be a waste of time if you are trying to sell a product to a person that does not have an interest. In sum, it’s great marketing but to the wrong person.
Now, we’re not saying that all marketing is in vain. Furthermore, the trick is not getting leads—that’s relatively easy. The trick is to get potential customers. Therefore, the first rule is that your offer must resonate with people and answer a basic need in order to make them customers. So the first thing you need to know is that the offer must strike a chord with someone’s needs.
It’s a real challenge to get your product in front of the right person. If you find a person who is looking for a juicer, you are far more likely to make a sale. Even if this person leaves without buying (for example, to compare other services or products), they may return and become a lead. Later, I will tell you why that matters.
2. Meeting the need with the right message
Let me share a story. Many years ago, toothpaste manufacturers were trying to educate the market to brush their teeth in the morning. Why in the morning? It actually makes more sense to do it in the evening in order to prevent cavities.
The answer was freshness. They found that people who brushed their teeth in the morning felt much more refreshed. It was then they found that people brush their teeth for a feeling of freshness. Freshness is the reason why toothpastes are mint flavored and convey the message of fresh feeling and breath.
When you meet the need with a compelling message—good things will happen. Motivation, inspiration, and presentation all contribute to generating sales.
To reach your next prospect, you need to research where he or she spends his or her time online. Let’s take Twitter for example. Twitter is a great social network for business, but many people are not actually interested in promotions over Twitter. There is a better tool for revealing that people are looking for something—it’s called search. A person who searches for a product or service is definitely in the market—he may not buy at the end, but he is more likely to.
3. Harness the power of SEO
One of the best and lowest cost ways to get leads is SEO. SEO attracts customers that search for keywords related to your content find via organic search results. SEO reverses the wheel–customers find you instead of you finding them.
To appear on search results and get search traffic, you need enough search engine visibility to appear in the top 10 search results for relevant keywords. Studies have shown that a significant portion of traffic that converts arrives from search engines.
Optimizing your website for search engines is the first step. You need to make a list of relevant keywords and make sure that pages on your website address these keywords. Furthermore, make sure that all technical SEO issues, such as alt tags, meta-description, and page titles are addressed.
More specifically, good SEO traffic is not just any type of traffic. When you use SEO to drive traffic to your landing pages for lead generation, make sure that it is only relevant traffic. In other words, concentrate on the most relevant keywords to get the best quality visitors with a clear need for your product and services.
It does not matter if you pay for traffic with a PPC campaign or optimize your website for organic search, only a select group of keywords will generate the best leads; we call these “money keywords.” It is possible that your money keywords have relatively low traffic, but still these have the highest likelihood to convert.
These keywords might only get a little traffic, but as long as this traffic converts, it makes sense to use them. In order to be sure that you are building a great list of keywords and phrases, use Google Keyword Planner, which is available for free. Google Keyword Planner is a part of AdWords, not free but a great system to use for online advertising.
4. Become an authority
People want to connect and engage with leaders in their field and consequently are more likely to become leads in authoritative websites. Building authority is one of the most important steps for getting good quality leads. The landing page and the offers come second. You must provide your prospect a reason to have interest in your offers and also trust you. Your credibility is a major factor in your ability to get better leads.
5. Update your landing pages
If you are offering something to your prospects, make sure you are constantly updating your landing page to keep offers current. You, of course, don’t want your prospects directed to a poorly maintained page with expired or nonexistent offers. Even the smallest of details is important where lead generation is concerned and they are all very precious. Update your page with the newest offers consistently in order to make the outcome positive when lead generation is the goal.
You also need to monitor your landing pages to make sure that there are no broken pages or other errors while pages load. Your landing page has to be accessible and problem free at all times. We all have had the frustration of clicking on an ad that led to a broken landing page, or a landing page that did not load. Whenever this happens, it’s a waste of money and also a waste of a potential lead.
6. Nurture your leads
Spend a little time monitoring the database of leads you currently have. Sometimes, it is easier to engage existing leads with an email campaign rather than to generate a new lead. Furthermore, make sure that you regularly review your database to find inactive or underactive buyers.
7. Reduce your page loading speed
Pages that load fast offer better conversion rate. Research shows that fast loading speeds offer better engagement and conversion rates:
- 47% of consumers expect a web page to load in 2 seconds or less.
- 40% of people abandon a website that takes more than 3 seconds to load.
- A 1-second delay in page response can result in a 7% reduction in conversions.
8. Use popups to get more leads
While visitors are not fans of popups, the reason that they get more popular is that they work. In fact, popups can drive a 1375% increase in subscribers. Almost every case study about using opt-in popups have concluded saying that popups drove in more subscribers.
All of your visitors may not like it but it’s a temporary annoyance, a mere nudge. I highly suggest using popups to drive more leads. They work!
9. Create effective calls to action
Calls to action (CTAs) are the design elements that drive people to your offers. If your CTAs aren’t effective at capturing people’s attention and persuading them to click, then it makes the offer useless. Good CTAs have these common characteristics:
- Visible over the rest of the page content
- Clear and concise
- Explain the benefit of clicking
CTAs can be used on product pages (non-landing pages), in display ads, email, social media, direct mail, and pretty much anywhere you can market your offer. But not all CTAs are created equal. In a world where every brand is fighting for consumer attention, it’s critical that prospects choose your offer over your competitors’.
For your CTAs to be effective you should:
- Place them where the eye can see them clearly
- Use contrast to make the CTAs stand out
- Make sure that they are clear
- Link the CTAs to dedicated landing pages
10. Test your landing pages
Testing your landing pages may significantly increase conversion rate. With A/B testing, you use your original version as compared to a modified version to see which one converts better.
Testing is a tool that should help you see where changes must be made in your campaign. If you’re interested in continued improvement for your business, it’s a good idea to be constantly testing.
Split-testing the color of the CTAs, designing a different landing page, designing a landing page with a specific message for a very narrow segment are all things you can do to see which one works better.
11. Reduce the number of fields in your capture form
Capturing online leads requires filling out a form. Research shows that shorter forms perform much better than longer forms. This infographic by Quicksprout talks about why reducing form fields is good for your landing page.
People hate going through the process of filling out long forms. You’ll get a higher conversion rate by keeping your forms short and concise, permitting the completion of some of the information later on in the purchase process.
Getting leads online isn’t all that hard. It may seem confusing at first but if you follow a well-structured path of testing stuff out, it’s highly likely that you will succeed in your efforts. Good luck.