Whatever business an entrepreneur sets up online, he will have to generate leads in order to turn them into customers. Getting leads may seem simple with the digitalization tools available. But be careful not to fall into the trap of “all internet,” which means thinking that you can easily reach many prospects.
The objective is, above all, to gain qualified leads who will be interested in the products and/or services you can offer them. To do this, the lead generation strategy you need to put in place will succeed if you follow these 5 tips.
1. Propose a quality content
The content that you will propose on your website will not only be a reflection of your showcase but also a guarantee of quality. Take the example of a physical clothing store. If customers come into your store but the clothes offered are neither interesting nor regularly renewed, they will immediately want to leave. And yet, you probably have other beautiful merchandise hidden in your back room. The same is true for a website.
When visitors look at the pages of your site, they will go further and want to discover more if the editorial content interests them from the beginning of their visit. The lead generation strategy also requires an effective content strategy. Quality content is even more important in the digital world when you know that you only have a few seconds to convince a visitor to stay or not on a web page.
Stay on top of your market. By writing articles on a regular basis and keeping up with the target queries, you will have an even better chance of appearing in search engines. This is the SEO strategy that consists of bringing Internet users to your site via quality editorial content. So, don’t neglect the quality and timeliness of your content when implementing your lead generation strategy.
2. Learn to give before you capture leads
Once visitors are present on your site, your strategy shifts to getting data on them so you can contact them again; in the United States, online security laws require that personal data be collected only if it is requested. In other words, you can’t email or call a prospect if they haven’t given you their personal information. So, in order to capture leads, you have to make sure that you are in line with the law.
The easiest way to capture leads was to simply offer a “sign up here” link. But today, this is no longer the best way to get leads, as they see this as a way to get spammed later on. The famous “call to action” should be offered as a kind of gift to your lead so that he consciously leaves his personal data. This is where white papers, promotional vouchers, or any other kind of downloadable elements appear. You give, then you take.
3. Get a good lead generation tool
Lead generation tools can be perceived as free gifts. In the previous tip, we talked about giving before capturing. This is where your lead generation strategy comes into play through qualified tools. Beyond the downloadable elements (white papers, coupons, etc…), you can also implement tips through Webinars.
Masterclasses are in vogue. They allow you to create a lasting relationship with your leads. By registering for a webinar, a tutorial, or an exchange with an expert, your lead enters a phase that is meant to be sustainable. The attention span will be much longer in a webinar or an interview. Moreover, you create a link that would have been difficult to do by a simple download.
4. Convert via your landing page
When your lead generation tool has allowed you to capture qualified people, you must then direct them to a landing page. This landing page should not only be a thank you page like “Thank you for signing up, for downloading our guide, for making an appointment,…”. It must be constructive and part of a conversion process. Capturing leads means, above all, obtaining prospects who will become customers.
A well-thought-out landing page can already be a form of conversion. It should contain a “call to action” intended to make the lead go from being a prospect to a customer. Your landing page will be optimal if it becomes a sales page. Offer your services and products directly on the landing page so that the lead buys them and goes from being a lead to a customer in your database.
5. Master lead scoring to select qualified leads
Lead scoring could be likened to an audit of your lead generation strategy. By ranking your leads by their level of engagement or interest, you can analyze what has worked and what has not. If you’ve been using different lead generation tools, you can eliminate some of the ones that weren’t convincing. This phase is essential for marketing and communication managers who will be able to adapt their inbound marketing plan according to the scoring obtained.
This step can allow you to catch up with leads that would not come back to your site without further action on your part. And you notice that the appointments made with an expert by phone have a high score? They didn’t go through with downloading your white paper? Offer them an appointment directly and catch them up.
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