Inbound marketing is here, people. What this means for your business is that your audience no longer wants their attention bought––they want it earned. This means lead generation strategies need to be revamped across the industry to better meet the needs of target markets.
The first step in this evolution is to create compelling content, and the second is to use that content to convert visitors into leads. Of course, this is easier said than done. Your business should take a similar mindset when implementing lead generation tactics into your inbound marketing strategy.
While it is indisputable to say that customers are essential to any business, instead, to think of them as the water that was used to finally fill the jar. The water was poured in only after everything else was firmly compacted in the jar. Your business can benefit from taking this same mindset in your inbound marketing strategy.
Compelling content plays a huge role in generating leads and this includes the tools used to generate traffic. Creating compelling content is your key to establishing yourself as the go-to, educational leader in your industry.
1) Lead Capture: Odds are that about half of your visitors will never return to your site if you do not adequately capture some bit of information from them. A working email address is the best thing a marketer can ask for here, but visitors are not always willing to give this kind of personal information up. Call-to-action buttons like “Sign up here” have practically become synonymous with “We are going to spam you”, which is why marketers need to find new ways to obtain this information.
Can you believe there was once a time, many years ago, where the opt-in email box was practically a luxury? It meant all the information you wanted would be delivered right to the comfort of your home. “What a time to be alive”, we all thought. That day is now long gone. We now find ourselves fending off information from all angles.
Somewhere between installing pop-up blockers and dumping our spam folders, we made an oath to never “Sign up here” again. It is time marketers’ start gradually breaking down those walls that potential buyers have put up, by using new, mutually-beneficial opt-in methods to acquire their information. The best marketing method for this technique of “giving before we ask” includes using lead magnets.
2) Lead Magnets: A successful client lifecycle requires optimizing the process for converting visitors into leads. Unfortunately, a hole exists between the traffic generation phase and the lead generation phase that often results in one-time visitors who neglect your attempts to capture their information and never hear from you again.
You can seal up that hole with lead magnets. Lead magnets are tools that provide value for your visitors in exchange for their contact information. Businesses use lead magnets such as email opt-ins, subscriptions, and social media follows to fish for some sign of interest from their site’s visitors. The goal of this is to receive permission from visitors to follow up.
3) Landing Page Conversion Techniques: Another huge asset to your business when trying to convert visitors into leads are landing pages. This can be any page that someone lands on after clicking on an advertisement or other online marketing elements. It is also important to note that landing pages exist separately from your company’s website, and typically are used as a tool for a single marketing campaign.
Landing pages serve the dual purpose of capturing leads and warming up potential customers. Both of these are essential stepping-stones before moving a customer further down your sales funnel. Additionally, there are two types of landing pages:
Lead generation landing pages are used to capture a user/company’s information in exchange for something. This relates back to the concept discussed earlier, of “giving before we ask”.
Click-through landing pages are used to attract the visitor to the specific product or service that you are trying to sell. The goal is to educate your visitor with enough information that they proceed to make a purchase.
Landing pages have one call-to-action in mind. Instead of overwhelming visitors with information regarding your business and all the products and services you offer, it is essential that you narrow the focus down to one specific goal in mind. Be sure to cut out any excess information that isn’t essential to the campaign, and be sure to include only one form or call-to-action link for them to utilize. The most important element of your landing page is that it delivers the promise that your ad source made.
4) Lead Scoring: Lead scoring is a component of marketing automation software that helps prioritize your leads according to their levels of engagement with your inbound marketing content and ultimately help you figure out who is ready to buy. It can also help you identify what they are interested in if setup correctly. This technique is used to quantify interactions that prospects have with your content by assigning points for different types of engagement.