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lead generation

Several elements come into play for lead generation to be effective.

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 ? When you create interesting content that meets your audience's expectations, 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 the writing and provision of frequent educational content could generate interest and more visitors. You will then need to share your content by broadcasting it on social networks and pushing for sharing. It is then that you will be able to encourage the commitment of a probable prospect, the opportunity to give yourself enough accessibility, openness and sympathy. Are you wondering how to achieve it? Start the conversation and build real community.

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

Well-defined and well-timed visitors

Good inbound marketing techniques begin with an analysis of the profile of your targets or buyer personas. It gives you the opportunity to determine who you want to bring to your site and what difficulties your buyer personas encounter. Indeed, your potential customers will search for what meets their difficulties and independently. So, 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 finds its full meaning. In the purchasing journey, your potential customer will go through several levels. The stage of awareness, consideration and decision-making do not raise the same questions. The content marketing strategy that you establish must promote harmonization with each level that your buyer personas go through and their stage of maturity.

Generating leads therefore first involves defining the target profile. You must therefore have the assurance of being able to offer educational content that will benefit your buyer personas at each level of resolution of their problems until they finally decide. Nearly 83% of BtoB marketers use a strategy focused on content creation to generate leads.

Transforming your visitor into leads: the invitation to action

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

The click that engages your target

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

Also 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 your target click so that the latter reaches to deepen his thinking. Unlike a classic link, the CTA seeks to attract the reader's attention to arouse their curiosity. This is the number one element of lead generation because it allows your reader the opportunity to discover more about what is in front of them. The simple gesture 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 integrate many particularities to achieve your objectives. He needs :

• Offer 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 clearly drawn;
• Come up with a catchy title to concretely show in one sentence what your company has to offer;
• Propose a synthetic subtitle in order to accentuate the advantages of the proposal;
• A simple button that helps to quickly finalize the action and lead you to your landing page.

A well-placed click

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

• The primary objective is to get your reader's attention and therefore must be visible;
• The second objective lies in not hindering its reading to avoid being disruptive. Discretion will therefore be required.

Indeed, even if there is no precise rule for placing your CTA in the best way, certain good practices exist and must be taken into consideration so that your CTA is placed efficiently. It will be up to you to ensure management and test various settings afterwards so that the best conversion rate is achieved.

Take into consideration that a reader will not always read a blog post in its entirety. This is where setting different CTA sizes shines. So, a discreet size inserted in the first paragraphs of your article would be ideal, to which is added another more imposing one placed further down in the article.

You can also consider positioning it within the sidebar if you use it.

In order to optimally define the positions for your CTA on your page, do not hesitate to carry out tests and analyses. The A/B test, for example, is a fairly common test that is carried out. The latter seeks to produce two kinds of address (A and B) integrating CTAs placed in distinct positions. The distribution of these pages to several different groups of visitors may allow an analysis of impression statistics to be carried out on the rate of clicks and conversions that each address can generate. From there, the most efficient will be defined.