July 13, 2015
Lead generation is one of the primary objectives for any marketers. The problem is that lead generation is difficult, time consuming, and constantly evolving. The tactics once thought to be infallible now prove to produce meager results at best. On the flip side, certain strategies like marketing with email have proven to be mainstays.
The face of lead generation is constantly morphing for one reason; consumer trends are rapidly transitioning as well. Now more than ever, brands must earn the trust and interest of potential customers through authenticity. This means that many lead generation strategies industry-wide must be revamped for a new generation of consumers.
The first step in this, of course, is to create killer content, and there is a vast sea of tools available to achieve successful content marketing. With the obvious out of the way, here are 3 ways to supercharge your lead generation strategies for increased ROI.
Truthfully, about half of the visitors that come to your site will never return again. That is, if you don’t capture some key information, like an email address, before that departure occurs. The problem with this is that most people are quite reluctant to give this information with the current volume of emails and spam that already clutter up inboxes.
There are a couple of different keys to successfully capturing vital demographic data. The first is to provide opt-in opportunities to visitors at every turn. On home pages, blog posts, webinar forms; all across the site. Just make sure that at any point of the visitors’ experience, the option to provide their vital information is easily accessible.
Secondly, you will want to provide incentives to anyone who is willing to give you their contact info. The goal here is to provide the consumer value in exchange for this information, otherwise, that email address will more than likely remain confidential. Some examples of incentives that could be offered are:
- Free trials
- Dollars off or percentage off Coupons
- White papers
By providing these free-of-charge offerings, you stand a much higher chance of obtaining email addresses and you gain an extra opportunity to educate the visitor on your brand and services.
Landing Page Optimization
Landing pages are a vital asset to any business that is attempting to convert visitors into leads. A landing page is a page that someone will “land” on after clicking on an advertisement or other marketing element found elsewhere on the web. There are typically two different types of these pages; lead generation landing pages and click-through landing pages.
Lead generation landing pages exist to capture a visitor’s information in exchange for the previously mentioned incentives. Click-through landing pages, on the other hand, are utilized to educate visitors on a particular product or service that the business is attempting to sell. The goal of this page is to supply viewers with enough information on the product to entice a sale, but not so much that the consumer will feel overwhelmed and discouraged.
Whichever type of landing page is utilized, a single call-to-action should be the primary focus. Again, instead of providing overwhelming amounts of information, narrow the focus down to a single goal. Eliminate any information that does not further the specified goal in some way and be sure to include the call-to-action button for utilization by visitors.
The single most important element to any landing page, however, is to deliver on the promise that the initial source ad made. If the ad told consumers a $50 off coupon awaits, make sure the landing page confirms immediately that your company will make good on that promise.
While webinars require more time and resources to produce than other pieces of content, the potential to attract the right audience and obtain contact information from those individuals is massive.
Eyefi.com regularly holds photography based webinars which produce fantastic numbers of potential leads. They make the effort to leverage experts in the field and provide high value content to their audience, amassing a loyal following in addition to new leads with each event.
If you are capable of tapping into the expertise of individuals within your niche on a regular basis, you will be gathering lead information from your audience at a much more significant rate. Even if your website does not have a large audience or sizable following, there are plenty of passionate and well-informed individuals within your niche who are seeking a chance to speak to a new audience. Even with smaller audiences, your chances of collecting the information you desire dramatically increases.
Lead generation is no easy task. It requires time, dedication, and commitment to growing your customer base. Visitors to your site will no longer simply give up the information that you seek. You must earn it with authenticity, the giving of incentives, and good old fashioned creativity.
But just because this undertaking is difficult doesn’t mean that you can’t have fun with it. See what innovative new incentives you can dream up. Find out who in your niche might want to host webinars and what topics could be discussed, and optimize landing pages in unique and colorful ways. The possibilities are endless – we as marketers just have to make the earnest effort.
What fruitful lead generation techniques has your company been utilizing? How do you believe this environment is set to shift over the next year?
Digital producer, online marketer, community manager, and multi-faceted writer Tina Courtney-Brown has been managing cross-functional teams for online businesses since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, massively multiplayer games, community management, social networks, and project management. Tina is also a certified Reiki practitioner, herbalist, nonprofit director and spiritual counselor. Learn more at her personal website, or find her on Facebook and Google+.