Nowadays, your audience no longer wants you to buy their attention, they want you to earn it.
This means lead generation strategies need to be revamped across the industry to better meet the needs of target markets.
Let’s discuss 4 L’s of Lead Gen strategy to help you convert visitors into leads.
The 4 L's of a Lead Generation Strategy
Approximately 96% of business-to-business customers want content from industry thought leaders to inform their buying decisions. Creating compelling content is your key to establishing yourself as that go-to, educational leader in your industry. Compelling content plays a huge role in generating leads. This includes the tools used to generate traffic, such as your blog, SEO, PPC, and social platforms.
Let's unpack the four L's of lead generation.
1. Lead Capture
About half of your visitors will never return to your site if you do not adequately capture some bit of information from them. A working email address is the best thing a marketer can ask for here, but visitors are not always willing to give this kind of personal information up. Call-to-action (CTA) buttons like "Sign Up Here" have practically become synonymous with "We are Going to Spam You", which is why marketers need to find new ways to obtain this information.
2 golden rules are taken into account:
- We must give before ask
- Every step of the marketing process (advertisements and promotions) must be valuable in and of itself
2. Lead Magnets
Lead magnets are tools that provide value for your visitors in exchange for their contact information. A successful client lifecycle requires optimizing the process for converting visitors into leads. Unfortunately, a hole exists between the traffic generation phase and the lead generation phase that often results in one-time visitors who neglect your attempts to capture their information and never hear from you again. You can seal up that hole with lead magnets. Businesses use lead magnets such as email opt-ins, subscriptions, and social media follows to fish for some sign of interest from their site's visitors.
The goal of this is to receive permission from visitors to follow up. Some examples of lead magnets include free:
- Training video series
- Free trial
- Webinars
- eBooks
- White papers
- A set of bonus tips
- An interview with an expert on a relevant topic
.3. Landing Page Conversion Techniques
Another huge asset to your business when trying to convert visitors into leads are landing pages. This can be any page that someone lands on after clicking on an advertisement or other online marketing elements. It is also important to note that landing pages exist separately from your company's website, and typically are used as a tool for a single marketing campaign.
Landing pages serve the dual purpose of capturing leads and warming up potential customers. Both of these are essential stepping-stones before moving a customer further down your sales funnel.
Landing pages have one call-to-action in mind. Instead of overwhelming visitors with information regarding your business and all the products and services you offer, it is essential that you narrow the focus down to one specific goal in mind. Be sure to cut out any excess information that isn't essential to the campaign, and be sure to include only one form or CTA link for them to utilize.
The most important element of your landing page is that it delivers the promise that your ad source made. If your ad says "Get 50% off computers here," you need to reassure the visitor as soon as possible on your landing page that you will deliver that.
One way to do this is to make the CTA on your ad source the headline on your landing page. Another way is to make sure the font, coloring, and images used in your ad are duplicated on your landing page to some degree.
4.Lead Scoring
Lead scoring is a component of marketing automation software that helps prioritize your leads according to their levels of engagement with your inbound marketing content and ultimately help you figure out who is ready to buy. It can also help you identify what they are interested in if setup correctly.
This technique is used to quantify interactions that prospects have with your content by assigning points for different types of engagement. An example of the different types of engagements and their point values might look like this:
- Download an ebook: Add 5 points
- Watch a product overview video: Add 7 points
- Job role not a good match: Deduct 10 points
- Fill out opt-in form: Add 7 points
- Unsubscribe from a list: Deduct 7 points
Lead scoring provides your company with real-time feedback on how responsive your leads are to your marketing efforts. It can also indicate people who are ready to buy from you, but haven't yet been in contact with you.
This point-based approach to recognizing and analyzing a company's hottest leads will save your business time and money when reaching your target market and capitalizing on sales opportunities. With your hottest leads identified, your business can communicate with these leads confidently knowing that they are already aware of and interested in your business.
Lead generation plays a role in every business's marketing strategy. Think about how many business sites you have visited since the dawn of the internet that you will never return to again. Not only did those businesses fail to capture your attention at that given time, but they failed to reconnect with you in the future.
With your content in place, your business can begin using lead magnets, lead capture, effective landing page design, and lead scoring to optimize lead generation rates and create an overall better-performing inbound marketing strategy.
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