A Beginner’s Guide to Lead Generation
Let’s make it short. As marketers, we are all about growing businesses and Lead Generation (or Demand Generation) is a key component of inbound marketing.
For lead generation strategies to be effective, however, they must be compelling and have the power to convert visitors into actual leads. One of the most significant factors in lead generation is quite simply your content. Whether appearing on social media, blogs or company websites, your content must be engaging and catered to your market. After your content is up to par, consider implementing these four proven lead generation strategies to maximize your ROI:
1. Market Your Content
Your content may be powerful, but content alone is not enough to generate new leads. Begin by utilizing SEO practices to improve your ranking on the SERP (Search Engine Result Pages) and in turn, drive more organic traffic to your website or blog. If you own a brick and mortar business, be sure to add in location based keywords to maximize local exposure. Consider other methods such as Pay-Per-Click (PPC) advertising and social media sharing to improve the odds of content being viewed by your targeted market.
2. Use Lead Magnets
New visitors to your website or blog are unlikely to provide you with their e-mail address or other contact information for fear of being endlessly spammed. To get this information and grow your e-mail list, offering valuable information is key. Not only does this allow you to remain in contact with the visitor, it positions your business as an authoritative and trustworthy source. Lead magnets do not have to be complex and in fact, are most effective when they are simple yet specific. A free trial, an e-book, a discount or resource list are just a few examples of lead magnets.
3. Optimize Your Landing Page
Your landing page is crucial for capturing data related to your leads. While your landing page should be optimized with SEO and lead magnets for optimal results, there are also other valuable ways to improve your landing page. For instance, adding a video to the page has been shown to improve conversion rates by as much as 80%. Other ways to improve landing page conversion rates include trust-building methods such as including customer testimonials, guarantee seals, press mentions and third party security certification badges. Likewise, be sure to add a strong and actionable call-to-action (CTA).
4. Score Your Leads
After you have gathered leads, it can be exhausting and frustrating for your sales team to follow up with each of them. Many of these leads will not be ready to make a purchase, and this can waste valuable time that could otherwise be spent pursuing those who are. To simplify the process, consider implementing a lead scoring system. This can be done in a number of ways, but essentially it allows you to determine your lead’s level of interest through several factors, such as the amount of time they have spent engaging with your website.