The power paradigm has shifted from advertisers and publicists to Internet customers.
Today, people decide on the brands they are willing to engage with on the internet. There are rarely swayed by promotion content all up in their faces — and as opposed to just following advertisers’ guidelines, they’re choosing what to tap on, what to peruse, what to download, and what to purchase, and what not to.
Now, people read Call-To-Action that says things like “Join here!” as essentially synonymous with “We’re going to spam you.” If you’re reusing these same old lead generation strategies, again and again, it will wind up as background noise.
Getting x10 of the leads you’re currently getting is an achievable objective and one that has been made a reality for endless marketers in the course of recent years.
Below are six strategies, if implemented and optimized will boost your inbound leads by a factor of ten.
Be Found In Organic Searches
On the chances that nobody can find you on Google, Yahoo or Bing – your business is unnoticeable. If people discover you for keywords you believe are vital to your business, yet you aren’t utilizing those keywords – you’re unnoticeable.
If your website is not optimized for mobile, then you’re unnoticeable. Your job is to ensure your site never goes unnoticed.
Getting Google and the other search engines to rank your webpage is not an easy task. It involves a number of carefully placed strategies, for example, content marketing, social media marketing, website architecture, blogging, and conversion rate optimization.
These areas must be firmly incorporated, and you need to always track your ranking and organic visitor metrics to figure out what’s working and what’s not.
To maximize visitors from search, look into increasing the quality not the quantity of blog articles you publish.
In the event that those blog articles have keywords, keyword and questions firmly incorporated into the blog plans, those articles will enhance your search result and increase visitor numbers.
Also, pay attention to your website structure. Something as little as changing your URL naming styles can affect your results rapidly. Change an administrations page to a page with an inquiry in the URL: Google considers this to be a more important page.
The on-site strategies mentioned above are just half of the situation. The other half is discovering prospects who are online but on other sites.
They’re not looking for you, but they are online a lot: visiting sites like yours, groups and communities, reading content from related providers – not competition, but rather data sources that already exist.
Keep in mind, 90% of people get the information they need settle on a buying choice from online research. Your content needs to be available and accessible.
Revisit and adhere to your buyer persona, recognize the blogs they read, the websites they visit. When you have that target list, you can start a relationship with those communities, either by contributing as a guest author or through influencer outreach.
Your objective is to assist these group of individuals with valuable, practical content. Since you have created a huge number of new educational materials, now you’re in a position to share these materials with community administrators.
Bear in mind, the administrator’s objective is to educate and offer some value to its members. Now you share a similar objective.
When you get a number of off-site referral properties like this, you’ll see your visitor source expanding, with leads from these new visitors following.
Utilize Social Media Effectively
Social media is not just a vault for auto-posting existing articles. In the event that that is what you’re doing, you may be underutilizing a very powerful tool.
To optimize social media and drive more visitors to your website, you will need to make more efforts to engage your follower. This means asking questions, getting opinions and coming up with creative campaigns that take full advantage of the sharing potential incorporated with Social Media platforms.
In addition to promoting new blog posts and content to your Twitter, Facebook, LinkedIn, and other social sites, be sure to regularly post links to blog posts and even directly to the landing pages of offers that have historically performed well for the lead generation.
You’ll need to do a lead generation analysis of your blog to figure out which posts perform best for lead generation.
Contests are a fun way to generate leads from social media, they can teach you a whole lot about your audience while also engaging them, growing your reach, and driving traffic to your website.
In addition to posting links to lead generation forms, you’ll also want to make sure you’re fully utilizing all features for lead generation. On Facebook, for example, use the feature available for Pages that allows you put a simple call-to-action button at the top of your Facebook Page.
It can help drive more traffic from your Facebook Page to lead generation forms like landing pages and contact sheets.
Take Advantage of High-Traffic Landing Pages
The key metric on leads is the conversion rate. Improve conversion rates and improve leads: It’s that straightforward.
The best place to begin is by focusing on high-traffic landing pages. Through a series of optimization exercises, you can double, or in some cases triple, the conversion rate on these already popular pages.
This tip is by far the quickest, simplest and most effective approach to enhance lead generation, particularly if your page already has a sizeable amount of visitors.
Start by identifying the pages where the majority of your traffic is landing on your website, try to look at this page from your visitor’s point of view.
Is your landing page answering the keyword your visitor searched for? If your content is useful then you will see an increase in your conversion rate. If your bounce rate is high, then your page is obviously not answering the questions your visitors are asking.
To ensure your page is relevant, decide the objective of your page, make sure this objective reflects in the CTA’s that lead to this landing page.
Sometimes, focusing on one single business goal as opposed to being vague, helps your visitor to take the desired action.
After making these upgrades to your high-traffic pages, you should begin to notice a steady climb on your leads.
Utilize Content Offers Strategically
Another approach to improve conversion rates is to put offers on your site all the more deliberately. Your site needs a number of pages for various phases of your prospects’ buyers journey.
You require pages for awareness, pages for consideration, pages for decision-making, and you need offers that line up with those pages.
If you put a Contact Us offer on an awareness page, the conversion rate is going to be very low, because the people on that page don’t want to talk to you yet.
If you put a Request A Demo or Free Trial offer on an awareness page, they’re not going to convert, either. Why? Demos and free trials are usually bottom-of-the-funnel, decision-making offers, and putting them on the home page – or every page – is a big mistake.
Instead, take your website through a mapping exercise where you identify the role of each page in the buyer journey.
Then add the right offers to the right pages. This exercise often reveals that your site is actually missing pages for different stages of the buyer journey. These pages have to get added if you want to give visitors the experience they need to convert from visitor to lead.
Create More Compelling Bottom-Of-The-Funnel Offers
Generic bottom-of-the-funnel offers like contact us, speak with a sales rep, free demo, free download or trial are horrible and should be left behind.
You’re going to have to work much harder if you want more leads, especially if you want more sales-ready leads. Your bottom-of-the-funnel offers have to deliver value to your prospect.
For example, if you’re a builder or construction company, offer to value-engineer plans for a current project with the promise to save money on the build. If you’re a software company, offer to evaluate the prospect’s current process and provide process improvements that include your software. If you’re an accounting company, offer six tax-saving tips for prospects after a quick review of the prospect’s current situation.
In each of these scenarios, the offer is something you would happily do anyway, so why not offer it as a way to get sales-ready prospects to contact you today?
Keep rolling out new and more creative offers until you get the bottom-of-the-funnel lead flow you need to hit your goals.
If you do all six of these tactics at the same time, you’re going to improve the chances of achieving that 10x improvement in leads.
This is actually where a lot of marketers go wrong – they only do a few of these tactics. They either underestimate the effort or under-budget the entire program, so corners get cut and results suffer.
Whether you’re building a new inbound marketing program, working to optimize your existing effort or comparing inbound marketing agency proposals, make sure money, time or points are allocated to all six of the tactics described above.