Lead generation is one of the main goals of marketing professionals. To make this mechanism work as much as possible, and therefore the income, you must first master the lead generation method. Then it is necessary to be able to apply a series of techniques that contribute to its increase. In this article you will find an explanation about this!
The lead generation process
Before starting, it is worth considering what a lead is and what its characteristics are. To get to the heart of the matter, the structure of lead production consists of four basic elements:
- An offer : This is content perceived to be of high value to the user, for example: guides, e-books, manuals, templates, checklists, case studies, tests, calculators, free consultations, demonstrations of products, etc.
- Call to action (CTA): it is a text, an image or a button that links directly to the home page where users will find information about the offer and can download it.
- Landing page : this is the web page that contains information about a particular offer and a form to download it.
- Form : it is used to collect a user's data (name, address, email, position in the company, etc.) in exchange for a downloadable offer.
In which channels can we generate leads?
In the digital field, there are a number of ways and techniques to generate leads.
Content Creation
Content marketing involves preparing and publishing valuable content that interests your target audience. This content will allow him to move forward in his purchasing process until he acquires the company's product or service.
This is a good method for generating leads because it provides added value. It works as follows: thanks to the content of a blog and traffic attraction techniques (SEO, SEM, social networks, etc.), users are attracted to the company's website. Once on the site, these users will find content-related and more comprehensive offers. They will be able to download them in exchange for leaving some of their contact details. Thus, these anonymous visitors will become part of the company's database.
READ ALSO: Marketing Lead Generation: How to Maximize Your Prospects
Actions in social networks
Here you can benefit from and share content created on the blog or other media, and thus reach a wider audience.
You can also do this with downloadable content to direct users to landing pages where they can access offers in exchange for their data.
In social networks, you can also choose to share more interactive content which will allow you to increase your lead detection rate. Here are some ideas: tests, calculators, surveys…
Video capture
In recent times, we see that video has become one of the main tools of a digital marketing strategy. Users are more and more adept at this format and we can take advantage of it to make contacts.
One strategy you can come up with is to distribute information that may be of interest to the user. This way, he can have all the information he needs and you will have captured a new lead.
Collaboration with related platforms
What if you are looking for other pages and sites similar to yours, with complementary services or products that might interest your readers? It is necessary to choose companies that are closely related. This will make collaboration much more meaningful and work much better.
Once you discover these sites, you can work with them to publish your business content. This will allow you to capture leads or submit downloadable content. In other words, your company will send downloadable content from the collaborating company and the collaborating company will do the same. This way it will be easy to get qualified leads for your database.
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Paid ads
Paid advertising is one of the strategies with the best conversion rate, provided you segment and plan the campaign well. By placing ads in search engines, you can direct advertising to your potential customers who want information about a particular service or product, making lead generation easier.
The main platform used in SEM campaigns is Google AdWords. The variety of ad types offered by this search engine allows any business to find an answer to its advertising needs. It also offers campaigns in product sheets, campaigns in a local area… And this not only allows you to reach a wider audience, but also to obtain a greater impact than any other technique.
Another option is to opt for advertising on social networks (Facebook, Twitter, LinkedIn, Instagram ads, etc.), channels that also allow strong segmentation and with which you can increase your volume of prospects.
Tips for Generating More Leads
To increase the number of contacts, there are several strategies that act on the elements described above to optimize the entire process. Which of the following do you know?
Offers: how to make them irresistible
- Create catchy and impactful titles.
- Limit offers in time and quantity.
- Create different offers for different stages of the purchase.
- Avoid using overly corporate language such as “innovative”, “pioneer”, “best in class”, etc.
- Offer quality content that provides added value to the user: e-books, white papers, webinars, videos on demand, etc.
CTA: maximize your visibility
- Place the call to action in a highly visible location.
- Use contrasting colors to make them stand out as much as possible.
- Link the CTA to a custom homepage.
- Test different CTA formats using A/B testing to see which one works best.
Landing pages: harness your conversion power
- Design attractive pages with all their elements easily located and in the right place.
- Once the user arrives at the home page, eliminate the main navigation so they can more easily stay and eventually provide their data.
- Match the homepage title with its corresponding CTA.
- Highlight the benefits of the offer.
- Explain to the user all the benefits they will get if they download the content of the page or access the offer.
Forms: tips for optimization
- Only ask for basic and necessary data to avoid forms that are too long.
- user form filling
- Distribute the form so that it appears shorter. For example, you can request two fields on the same line.
- Add messages that ensure user privacy and security. This is particularly important given changes to the GDPR (General Data Protection Regulation).
Attracting quality leads can increase your sales opportunities exponentially. The strategy you follow will depend, to a large extent, on whether you achieve your goals. As you have seen, there are several online tools that allow you to achieve your objective: landing page, CTA, mailing, social networks, etc.
If you are going to start implementing these tips, in some cases it is best to hire a qualified lead generation expert.
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