Generating leads - both high in quantity and quality - is a marketers most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. What gives?
There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know which parts need fine tuning. This article discusses how to make your lead gen world class. These tactics have been tested over the past 7 years and have been used by 8,000+ Hubspot customers to generate more than 9.8 million leads last year.
The Mechanics of Lead Generation
Before going into the tips lets review the mechanics. There are four critical elements to lead generation.
- High Value Content Offer
- Attractive Calls To Action
- Landing and Thank-You Pages
- Inviting Forms To Collect Contact Info
The tips in this ebook will cover each of these elements so that each component is fully optimized to help you generate the most leads for your business.
irresistible Content Offers
Content is the foundation of any inbound marketing campaign. How do you make your content offerings irresistible? There are a few ways to trigger reactions that increase the value of your offering. If it is scarce, or limited in time or scope people regard it as more valuable.
You need a great title. Brian Halligan, HubSpot CEO and co-founder, once said that “you can have a great offer with a bad title and no one will download it. But if you have an amazing title, suddenly everyone wants it.” Yes - people do judge a book by it’s cover. If your offer is a piece of content, such as a whitepaper, ebook, or presentation, put effort into creating an amazing title.
One tool that I use to help with titles is coschedule. This is a handy tool for testing your titles. It will score your title and suggest types of words to add.
Calls To Action That Rock
Calls-to-action (CTA) are the secret sauce to driving people to your offers. If your CTAs aren’t effective at capturing people’s attention and persuading them to the click, then it makes the offer useless.
CTAs can be used on product pages (non-landing pages), in display ads, email, social media, direct mail and pretty much anywhere you can market your offer.
The top tips for cta's are
- Cta's above the fold attract more visitors.
- Clarity instead of Clever
- Use Contrast to Stand Out
Landing pages, sometimes called a “Lead Capture Page,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them. Landing pages start with a great offer, with a title and sub title, an image and a form to collect contact information.
Landing pages should be simple and focus on the one offer. The goal is to get contact information, not barrage the viewer with many offers that distract from the one they clicked on. The more landing pages you have the more chances you have of generating leads so expand your content offerings.
Thank You pages are the place to offer your leads additional content offers or services. On all our thank you pages we offer a free marketing assessment.
Forms are the key to a landing page. Without them, there is no way to “convert” a visitor into a lead. Forms come in handy when it’s time for people to sign-up, subscribe to your site or download an offer.
You might be wondering how much or how little information you should require with a form. There is no magic answer when it comes to how many fields your form should contain but the best balance would be to collect only the information you really need. Make your action buttons as bold as possible and use action verbs other than 'submit'. Use 'Download Your Free Copy Now' instead.
So now that you have the right content offers and your conversion path is optimized there is still another step. Just posting the content on your website won't attract many leads. You need to get your content out. Here are some of the most popular ways marketers distribute their content.
- Blogging - This post is a perfect example of using a blog to distribute content. You can download a copy of the free guide book at the end of this post.
- Social Media - Businesses are using social media to target audiences with their content offers. The different platforms appeal to different audiences which gives you more targeting opportunities. Social Media for business is still evolving. You can learn more about social media at our marketing library.
- Email Marketing - Use an opt-in strategy that builds your list. Promote content offers personalized to the contact. Don't spam people with purchased lists.
Generating leads online has the power to transform your marketing. Using great offers, calls-to-action, landing pages and forms - while promoting them in multi-channel environments - can reduce your cost-per-lead while delivering higher quality prospects to your sales team. Learn More by downloading the free guide book now.