Check List for Lead Generation
The goal of a company website is to generate new leads for the business. While it’s an easy concept to understand, generating consistent, high-quality leads can be hard to execute. You may also find that techniques that worked well in the past have become outdated and are no longer attracting prospects. If you’re unsure where to go with your lead generation, don’t panic! In this article, we go through the check list for lead generation. In addition to providing some tips and tricks, this checklist will ensure that you don’t miss anything important that could hinder your lead generation. In just a few simple steps, you should be able to start generating new leads and move your business forward.
Create Quality Content, Consistently
When it comes to lead generation, consistency is key. To excel in this area, you need to routinely create high-quality content that educates your visitors, showcases your industry expertise and helps your users understand their needs. Create a couple of pieces of premium content that act as a resource for your target market. Not only will this keep your visitors happy, but it will also further educate them and shorten the sales process.
Optimise Your Landing Page
Your landing page is the first thing users see when they visit your site – so you need to make it great! First impressions are everything. If you’ve got a great offer on, showcase it at the top of your page so it can’t be missed. It’s also worth optimising your page by adding social sharing buttons, implementing a focus keyword and having a clean navigation bar. Also, don’t forget to redirect users to a thank you page after they’ve made a purchase or given their details.
Repurpose Your Existing Assets
If you’ve had your site for a while, you’ve probably got a ton of resourceful content. Before investing in new material, why not repurpose your existing assets? Turn a few popular blog posts into an ebook or turn an ebook into a free cheat-sheet. This will help you to work more efficiently while also providing customers with a variety of content. If you’ve got the right material, you could even package an ebook, cheatsheet and a webinar and offer it as an incentive for users to convert.
Ask the Right Questions
To qualify your leads and shorten the sales process, you need to ask the right questions. To do this, create a form for users to fill out that includes any key information you need. Before creating the form, define which information is valuable to your sales process and think about the best way to word it. Forms that are too long will put potential leads off, so try to keep your questions short and concise where possible. Note down everything that you’d like to know and choose the questions that are most valuable to your sales process. Depending on your industry, you may consider asking for a company name, job title, geographic location and annual revenue.
Auto-responders provide you with an additional way to follow up with your new leads. With this in mind, they’re an essential element of your email marketing strategy. Each time the user returns to your email to revisit the offer, you have the chance to increase conversions by updating the email with another offer they might like.
Use Progressive Profiling
Implementing progressive profiling can increase conversion rates. Instead of asking 12 questions on the first form, space them out over a few reconversions to make the form appear shorter. As lengthy forms may put off leads, progressive profiling can increase conversion rates whilst still getting the information you need.
Redirect Leads to a Thank You Page
Once a lead has converted, they should be redirected to a thank you page. This will not only provide a link to the offer they’ve downloaded, but it will also drive users to other relevant offers and push them further down the funnel. The most important components on a thank you page are a downlink link to the offer, social media sharing links and an auto-response thank you email. You could also provide a secondary call to action that’s similar to the offer they’ve downloaded.
Trial Different CTAs
Studies show that certain call to actions work better than others. However, not everybody will be drawn to the same thing. To determine what works for your target audience, create and test various CTAs and see what works best. Depending on your audience, different colours and words can impact the success of your CTA. A popular way to determine which CTA’s work best is to carry out an A/B test. This is a process of comparing two versions of the same CTA with a single varying element. For instance, if you’re A/B testing a colour, you would create two versions of the same CTA with only the colour changed. You then present each version to half of your audience. The results of the test will show you which CTA was most popular with your target audience.
Use Relevant Placement for Your CTAs
For best results with CTAs, they need to be well placed. The placement of your CTA could be the difference between high and low conversion rates. To do this, consider the nature of your CTA before deciding where to place it. For instance, if your CTA is promoting a free consultation or trial, it should be featured on your pricing page as opposed to your ‘About Us’ section.
Analyse and Adjust Regularly
To be successful, lead generation needs to be analysed and adjusted regularly. Use marketing software to monitor your traffic numbers and conversion rates so you can identify what is working and what isn’t. You can then adjust your technique as necessary.
So, there you have it – the check list for lead generation. Whether you’ve hit a roadblock in your lead generation or you’re just getting started, use the tips above to increase your conversions.