So, you’re getting visitors to your site? Great!
But not enough are turning into leads? Not so great..
There’s no getting away from it, lead generation is a tricky business and it takes a lot of work to perfect and get right.
The thing is, approx. 96% of visitors to your site are not ready to buy, which immediately starts you off on the back foot. Not what you want to hear when you’re already struggling for leads. What you need are some steps to take to help you turn those visitors into leads.
Below are five steps to lead generation success…
Step One: Keep things Simple
Once people are on your website you want to encourage them to do something, not just read and leave. That’s why you need well designed and positioned calls to action. Don’t confuse your visitors, make sure you keep things simple; to help you with this take a look at this blog I wrote for Publi.sh on the “4 ingredients of all great calls to action“.
Once you have a well designed CTA, make sure you position it clearly for your visitors to see. Once they click your CTA then it needs to then take them to a well designed landing page. The landing page should include a form for entering their details, in order for them to access whatever led them to this landing page.
Step Two: Make them an offer they can’t refuse
This is the bit that actually gets them clicking on that CTA because even if your CTA button is beautifully designed, they’ll be less likely to click it if you’re offering something irrelevant or of no use to them.
Also, whatever you’re offering needs to be worth them giving up their details for. It needs to be more than the content you used to get them to your site i.e. blogs, infographics, or video content. Instead it should be more valuable content like ebooks, white papers, or instructional videos.
But just creating valuable content alone isn’t always enough. As with anything in life, if there’s an option to come back to it at a later date, we will. Include some urgency and we may be encouraged to carry out the action now. The same applies with your content, offer it for a limited time or with added quantity for a limited time, and see your leads soar.
Step Three: Ensure content is relevant to your industry
The best way to ensure your content is relevant is by using SEO tactics. Look at what is topical when creating your content and carry out keyword checks.
Keyword research is one of the most important, valuable and high return activities you can carry out, as ranking for the right keywords can make it much easier for you to get the right audience to your website.
The following tools will be useful in helping you to achieve this:
Step Four: Use social
77% of B2B marketers say they have acquired a customer through Facebook, which is pretty huge. But what’s even more impressive is that Linkedin is 277% more effective at generating leads than Facebook, or Twitter put together.
This isn’t to say that you shouldn’t use Facebook or Twitter as part of your overall content marketing plan, but you should judge which social channels will be most appropriate for your choice of audience.
It could be a mix of the social media channels that works best for you, but the key is to promote your content in a way that is entertaining and best suited to each platform. The other thing is to not only share your own content, but to get the balance just right and post links to entertaining content that relates to your audiences interests.
For more information on getting the balance in social sharing check out this blog we did, “How to use the 5:3:2 Rule for Social Sharing“.
Step Five: Prepare for how you will nurture the leads you get
It’s all well and good collecting these leads, but if you don’t have a plan in place for how you intend to nurture them into customers then you’ll have wasted your time. This is all a part of the marketing methodology and one part is no good without the other.
With this in mind, here is a quick run down of what to have in place for when you need to nurture your leads as it’s not a one size fits all process.
- Email marketing is key for lead nurturing and there are some great email marketing companies out there that help you target and personalise your emails. Check out this blog to give you the lo-down on “7 of the best email marketing apps“.
- Blog management is something you can do with your email marketing by creating blog content that is more suited to those leads who are closer to a purchase.
- Social Media works at every step of your marketing funnel and you can use it to share the blogs directed at converting leads into customers.
For more information on the marketing methodology check out this blog, “How to site visitors into paying customers“.
Getting your sales funnel filled with leads is great for validating your marketing efforts, and when it’s done with the above tactics, everyone benefits.
However, as marketers we don’t feel the pressure to always deliver qualified leads – so hopefully following these steps will make it that bit easier to ensuring that we do.
If there’s anything you think we’ve missed or that we could elaborate on leave us a comment!