Generating new leads is the lifeblood of every business.
When it comes to creating lead generation strategies for effective leads, compelling content is the most powerful tool in your arsenal. When it comes to generating leads, compelling content is the most powerful tool in your arsenal.
High-quality content can turn your website into a go-to destination for business-to-business customers who need information on your product category prior to making a purchase.
Once you do have content in place, however, how do you use it to generate more leads? The three lead generation strategies that follow: lead capturing, landing page conversion, and lead scoring, are the primary ways you make it happen.
Capture leads
One out of two visitors to your business website will never return unless you encourage them to. To do that, you need to have information on them.
Obtaining a functional email address from each visitor to your website will allow you to establish contact with them. But people tend to be wary of sharing their email addresses.
Spamming is common, after all. Offering content of value is one of the best lead generation strategies available to you.
When you offer visitors something of value in return for the email addresses that you ask for, you make the proposition much more agreeable.
You also need to reassure your audience that you won’t use their email address to spam them. It can help to make sure that every promotion and advertisement that you put in front of your visitors offers value.
When your visitors see that you are conscientious about quality, they won’t mind letting you have their email address.
It can take some time to get your visitors to trust you, but the resistance can be worn down when you are serious about giving your visitors quality every time.
Perform landing page conversion
A landing page is a web page that visitors arrive on when they click on an ad or a link in a marketing email. Landing pages are generally built to exist independently of a company’s main website and are used as one-time marketing campaign tools.
Landing pages can perform two different functions – they can capture leads, and they can bring potential customers closer to making an actual purchase. These are essential steps for visitors to take on their way through your sales funnel.
It’s important to understand that there are two kinds of landing pages. Lead generation landing pages offer visitors an ebook, a free trial, or something else of value in return for an email address.
Click-through landing pages, on the other hand, are intended to get visitors interested in a specific product. They aim to arm your visitor with enough information to enable them to make a buying decision.
Landing pages aren’t supposed to inundate visitors with general, unfocused information about your company and its product lines. Instead, a landing page is supposed to offer highly focused information about the one specific product that each visitor has followed links or advertising to learn about.
A landing page is essentially supposed to fulfill the promise of additional information made in your advertising. If your ad promises a discount, information on how to access it should be readily available on the landing page.
Often, marketers use the wording of their ads verbatim as the headlines on their respective landing pages. This helps reassure visitors that they are about to receive what they were promised.
Perform lead scoring
Lead scoring is the practice of assigning points to various kinds of engagement with your marketing, that leads demonstrate. The greater the number of engagement points that a lead racks up, the more likely to make a purchase they are presumed to be.
As an example, a lead who downloads an e-book from your website may make 5 points. If they watch a product video, it could be worth another set of 5 points.
If they share information about their job, and they appear to be in a decision-making role, you could add on a further 7 points. If someone doesn’t appear to be in a decision-making role, you could take away 3 points.
Surveys indicate that while lead scoring is one of the more effective lead generation strategies, four out of five marketers have no such scoring in place.
Putting such a strategy into place can help you screen for the most effective possible leads, and take advantage of leads who are ready to buy. You may communicate with them, confident in the knowledge that they are likely to be interested in buying.
Lead generation strategies are important to every business. You should think of all the business websites that you have visited over the years, that you never returned to.
You need to resolve to not make the mistakes they made failing to retain your interest, and failing to get in touch with you again.
Lead generation starts with quality content. When you have excellent content in place, you can begin drawing in leads, you can offer them the information that they need with your landing pages, score them on their interest in your product, and sell to them.
Contact BrokerCalls today and gain access to resources and tools to start driving and buying more valuable and quality leads that can generate positive results for your business.
