Simple but powerful.
We often hear this phrase to describe something that may not be grand in appearance, mode, or fashion but makes a strong impact just the same.
Similarly, when it comes to lead generation, many newbie (even experienced) digital marketers overlook the simplest and most effective ways to generate leads through their website.
In this article, we identify what these are and give you pointers on how to best execute them.
- Blog Subscription and Email Marketing
Through blog subscriptions and email marketing, you can continuously nurture your leads until they are ready to buy your product. Here are some tips to keep in mind:
- Provide great content, or to be more specific, provide relevant, updated content that offers solutions and answers to your target audience’s questions and problems.
- Make the blog subscription form available on every blog page and even on your home page.
- Make sure you include good keywords that complement your content so that search engines will index your site’s pages each time users search for those keywords or terms.
- Send a short email to your list of leads, informing them about current blog posts on your site that might be of particular interest to them.
BONUS TIP: Respond to questions on Quora using your Quora profile, and link the discussion on the said platform to relevant posts on your site.
- Content Offers
Content is always a valuable marketing tool, and you can’t go wrong with offering your leads access to e-books, free consultations, product trials, podcasts, webinars, or online discussions in exchange of their contact details. Make sure to associate them with the right content or page on your site.
DID YOU KNOW? Podcasts represent roughly 2% of the total time that Americans spend on audio-based media, giving TV and music platforms some good competition when it comes to attracting leads and potential customers.
- Pop-ups, Footers, Headers
These underrated tools should be used in conjunction with #2. It pays to make them as unobtrusive as possible so that you won’t annoy the visitors to your site. To make the most out of these, make them attractive enough to increase your opt-in rates and at the same time, offer the courtesy of easy exit for visitors who may not be very willing to sign up for your offer.
Use these page elements to ask potential customers for their emails in exchange for an exciting offer such as a free gift, but make sure not to overdo it.
If you are a business to consumer or B2C Company, well-planned and well-executed contests can give you leads and increase brand awareness, eventually translating into sales.
You could promote a contest on social sites then lead them back to your site without shelling out millions of money. Instead, you could offer gift cards for your brand’s products or an actual product as a giveaway.
Must Do: Use a like-gate or email-gate approach so that you could have access to your followers’ profile.
Adding a live chat feature on your site can increase your conversion rates more easily because of the immediate, real-time response that prospects get from your site, whether their concerns pertain to your customer service policies or marketing initiatives.
You can easily add a chat service on your site especially since a host of third-party service providers allows for the integration of this service into company websites. Some provider even offer chat support so you can have a real person available to answer the queries of site visitors 24/7.
Caveat: If you will use chatbots or programs that interact with online users through a chat interface, be careful not to overuse customized, pesky messages for your lead-generation campaigns.
6. Contact Page
This is supposed to be basic, but a lot of websites tend to miss the importance of having complete contact points with potential customers.
Aside from having a contact form, make sure to include your office contact number and office email. You’ll never know when your contact form will have issues.
Make sure that your generic email is also connected or redirected to the personal emails of some of the employees, so no one will ever forget to check the new messages.
7. Social Sharing
There’s no doubt that social media is the go-to platform for today’s highly mobile people. So, turn your readers into brand evangelists by making sure that your content is shareable on social including your content offers.
Don’t forget to add share-on-social buttons on your posts as well. The goal is to have their friends follow you, who can become your next lead.
BONUS TIPS: Make sure to leverage specific sites like LinkedIn, which is touted as the best platform among social sites for lead generation. You could also tweet your promotions as often as possible to reach roughly 12% of Twitter users who, according to a study, are likely to convert with promoted tweets.
- Trust Seals, Partnerships, Awards
Some seals, certifications, memberships, or partnerships cost a lot of money. Make sure that the seal that you add really raises the credibility of your site/product/service.
How to achieve credibility?
- Choose those that come with a guarantee as to what consumers will get from purchasing your offers such as quality assurance or lowest price guarantee.
- Partner with well-known brands to encourage or impress your leads.
- Proudly name and share your awards as a badge on your homepage.
- CTAs and Landing Pages
Create and test CTAs and landing pages. Make sure your CTAs are clear and that your landing pages describe what was exactly promised.
Ideally, each landing page on your site should be limited to a single CTA banner not to confuse your readers or visitors.
How to test CTAs: One way is to employ the squint test. This is where you step back from your computer and look at your CTA on the screen with your eyes partially closed. The idea is that the most important focus, element, or text should not be distorted so that it is easily and clearly seen by the person viewing it.
Your audience has to find you first when they make a search on Google before you can convert them. To increase your chances of being found, you could try the following:
- Use keywords (e.g. URL keywords and news keywords) well, but avoid overstuffing your content with them.
- Subscribe to SEO plugins to help you optimize and analyze your content’s functionality.
- Mimic your keywords in your blog images by describing the photo used with the same set of keywords.
- Be generous with internal links on your posts.
- Choose your tags carefully by using the best umbrella term to cover all others falling under that same category.
Bottom Line: Your website can be a potent, convenient, and cost-effective tool, so it makes perfect sense that you maximize your lead generation strategies with these best practices and test each one of them.
As you determine the most ideal for your brand, be consistent and relentless in implementing them. All these can be mighty helpful in increasing your site traffic, sourcing for leads, and eventually, converting sales leads.
Guest Post by: Dianne Carillo
Dianne Carillo is the Marketing Communications and Brand Manager at PureB2B, a lead generation company that helps accelerate on business solutions and technology sales processes.
Dianne loves reading, and especially knowledgeable in both sales and lead generation techniques and trends.