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lead generation

There are several elements to effective lead generation.

Generating more leads starts with creating engaging content

There is no point in understanding the reasons for successful lead generation without taking the main step: generating quality traffic to your site. How to do it? When you create interesting content that meets the expectations of your audience, you attract more visitors to your site. Content creation is essential if you are looking for an effective inbound marketing approach.

In this context of inbound marketing, for example, a blog dedicated to writing and providing frequent educational content can generate interest and more visitors. You will then have to share your content by spreading it on social networks and pushing for sharing. This is when you can engage a likely prospect, the opportunity to give yourself enough access, openings and sympathies. Are you wondering how to make it work? Start the conversation and develop a real community.

It will also be necessary to think about SEO by working for a good natural referencing within search engines like Google. SEO will allow you to be seen on the first page. By highlighting SEO, you can ask yourself questions as if you were in the shoes of your audience. Find out what they will search for on search engines in order to find the content you offer. This is how you will be able to concretely define the appropriate keywords for the good referencing of your offers. So you won't get there by trivializing SEO.

Well-defined visitors at the right time

Good inbound marketing techniques start with an analysis of your target profile or buyer personas. It gives you the opportunity to determine who you want to bring to your site and what difficulties your buyers personas are facing. Indeed, your potential customers will go looking for what answers their difficulties and independently. Thus, it is essential that you focus on the various stages they will go through in order to place yourself on each of them.

This is where the Buyer's journey makes sense. In the buying journey, your potential customer will go through several levels. The stage of awareness, consideration and decision making does not raise the same questions. The content marketing strategy you establish must be aligned with each level of your buyers' personas and their stage of maturity.

Generating leads therefore implies defining the target profile beforehand. You need to be sure that you are able to offer educational content that will help your buyers personas at each level of their problem solving until they finally decide. Nearly 83% of B2B marketers use a content creation strategy to generate leads.

Turning your visitor into leads: the call to action

Encouraging visitors to become leads requires a click that meets certain characteristics.

The click that engages your target

Managing to get a click is already a success in the conversion process.

Still called CTA (Call-To-Action), it is represented by a button or even a simple image, but whose effectiveness is really pronounced in order to achieve specific objectives: that of making the target click so that it manages to deepen its reflection . Contrary to a classic link, the CTA seeks to attract the reader's attention to arouse his curiosity. This is the number one element of lead generation, as it gives your reader the opportunity to find out more about what's in front of them. The simple act of clicking can turn an anonymous visitor into a reader who is interested in a product and wants to learn more. In other words, a potential customer.

The click that generates the desire to learn more

In order to fulfill its role as a CTA, the button must incorporate many features to achieve your goals. It needs:

• Proposes strong colors in order to stand out from the crowd while ensuring compliance with the graphic charter;
• Have a well-defined box so that the reader's eye is drawn to it;
• Propose a catchy title to show in one sentence what your company offers;
• Propose a synthetic subtitle to emphasize the benefits of the proposal;
• A simple button that contributes to the quick completion of the action and to the drive to your landing page.

A well-placed click

The positioning of your Call-To-Action is a strategic element that must achieve two opposing goals:

• The primary objective is to get your reader's attention and therefore must be visible;
• The second objective is to avoid being disruptive. This will require discretion.

Indeed, even if there is no precise rule to place your CTA in the best way, some good practices exist and must be taken into consideration so that your CTA is placed efficiently. It will be up to you to ensure a management and to test various parameterizations thereafter so that the best conversion rate is reached.

Consider that a reader will not always read a blog post in its entirety. This is where the definition of different CTA sizes comes in. Thus, a discreet size inserted in the first paragraphs of your article would be ideal, to which is added another more imposing one placed lower down in the article.

You can also consider placing it in the sidebar if you use it.

In order to optimize the position of your CTA on your page, don't hesitate to perform tests and analysis. The A/B test, for example, is the most common test that is performed. The latter seeks to produce two kinds of address (A and B) integrating CTAs placed at distinct positions. The distribution of these pages to several different groups of visitors will allow the realization of an analysis of the statistics of impression on the rate of clicks and conversions that each address can generate. From there, the best performing one will be defined.