Finding fresh and qualified leads is an important part of any business. While marketing in lead generation is the measure of the interest a consumer has or their inquiry into products or services of that business. There are many ways to get those leads on a regular basis. Generating leads from a website seems like the easiest way to get leads. However, if it seems too good to be true, it usually is. This is no exception, as it will take a more measured approach to gain more leads. It will take time and effort on your part, and it’s not an exact science. Even so, there are plenty of ways to help you to generate more leads to feed into your marketing automation campaigns.
Bringing it all together…
1.) What is Your Current State of Lead Generation?
It’s important to look at how and where your website is currently getting its leads from. It is even more important to set benchmarks in your reporting to track the performance of your marketing efforts. Look at what is driving traffic to your website. This will show you areas of success, as well as where you could stand to make some improvements.
Assess Landing Pages – If you have one landing page that has a 1% conversion rate, and a second that has a 5% conversion rate. Obviously, you’ll want to focus more of your efforts on the second landing page. You can do that while also focusing on increasing the conversion rate of the first landing page. Run internal reports to see how well your landing pages are performing. In terms of measurable metrics, reporting on sessions, time on site, bounce rate, and of course, the conversion rate will help you identify pages that are underperforming.
2) Optimize Every Step of the Lead Generation Process:
If a visitor to your blog searched for gutter leaf removal, the last thing they should be seeing is an offer for snow plowing. Make sure that all of your lead generation is focused on the topic of the page, and that it caters to the intent of the visitor’s needs. The moment that a visitor happens across your page, you can learn about their conversion path. The path starts with your visitor landing on your site and it hopefully ends with them filling out a form and becoming a lead. Though, a visitor’s path doesn’t end with the desired goal working out. In cases like these, you’ll want to optimize the conversion path you’re using.
3.) Constantly giving content:
Giving a lead good content to review and read is just as important as getting them to sign up for a newsletter. Potential clients want worthwhile content to read, that is informative, engaging and something that they can use in their business. This content can be presented in multiple ways, white papers, blog posts, articles, guest author posts or testimonials. Having content packaged and organized in a way that is enticing will keep that lead or potential lead on your website and more likely to fill out your lead forms. This is also a way to find out their likes and what they are interested in when nurturing them later.
4.) Test & Measure:
It’s hard to overstate the importance of A/B testing. The testing process can be as minimal as checking the wording of your landing pages or as large as fine tuning calls-to-action, landing pages, and the rest of your site as well. No matter the extent of your testing process, it’s vitally important that you have one so that all aspects of your site are running smoothly. There are even services out there that will help you with the A/B testing process. Even something as simple as changing the wording on your landing pages or the images that you’re using can have a huge impact when you factor in all of the other aspects of A/B testing.
5.) Nurturing your Leads:
When you’re running a business, leads are everything. When a business doesn’t have a good source of leads, the business will stagnate, and won’t grow. Leads are something that you need more than just one to prosper, as it isn’t a guaranteed client or sale. Honestly, a lead is as good as how you nurture it. No lead is going to automatically turn into a new customer. You have to put in the work if you want to see good results. Small business marketing automation software can help you nurture your leads throughout every step of the buying cycle. You’ll want to put your leads into a workflow once they’ve filled out a form on your landing page. This is done to make sure that they don’t forget about you. This will also allow you to deliver to them valuable content that will match their interests.
Lead nurturing starts with emails following up with them that contain great content. As you nurture them, you should also be learning as much as possible about them so that you can then tailor future content directly to them. A good email will offer great content, lead them further down the funnel, and gets right to the point.
In marketing, lead generation strategies are the measure of the interest a consumer has or their inquiry into products or services of that business. Optimizing your website for lead generation seems like it would be an easy thing to do like all you’d have to do is include a capture form to gain more leads. However, if it seems too good to be true, it usually is. This is no exception, as it will take a more measured approach to gain more leads. It will take time and effort on your part, and it’s not an exact science. Even so, there are plenty of ways to help you to generate more leads.
Read our recent post that includes marketing automation tips to help grow your small business.