When businesses play the digital marketing game long enough, they eventually come to know firsthand how quickly times change. Online visitors today are keener, more demanding, and much more specific about their online searches. In fact, we cannot buy their attention anymore; we must now earn it. Consequently, this requires us to reconfigure and apply new strategies for lead generation if we intend to reach our target audience.
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The Tried & True Lead Generation Tactic
Also, it should come as no surprise that two essential requirements remain for obtaining success with lead generation.
- First and foremost, content is still king! Businesses have to be about the business of creating compelling and relevant content that keeps readers engaged.
- Secondly, you’ll want to ensure that the content can convert online visitors into quality leads.
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Overall, your business must first implement the primary factors that are essential to developing your strategy, like providing compelling content. After that, you can focus on incorporating elements that serve as various supportive or secondary tools for your business marketing plan. An example would be various lead generation strategies. Again, relevant content should serve as the primary tactic for developing an inbound marketing strategy. Relevant content plays a vital role in lead generation.
Moreover, it’s the principal element for generating traffic by utilizing tools like Pay-Per-Click (PPC), blogs, Search Engine Optimization (SEO), and (SMM) Social Media Marketing. Compelling content is also the key to establishing your business as an industry thought leader and a vital resource for visitors. By taking this type of approach to content marketing, you’ll eventually obtain more qualified business leads.
4 Critical Strategies for Lead Generation
HubSpot does an exceptional job of describing their 4 L’s of Lead Generation. They discuss the importance of adapting various mindsets to help with developing inbound marketing strategies that:
- Assist in increasing lead generation rates
- Raise the number of qualified leads that businesses attract
Similarly, this blog will focus on the four secondary factors and practices for generating leads through content marketing. They are –
- Lead captures
- Lead magnets
- Landing page conversions
- And lead scoring
HubSpot also reiterates that in applying these strategies to your content marketing, companies can generate roughly 67% more leads each month.
ONE – Lead Capture
In case you didn’t know, roughly 50% of your online visitors won’t return to your site if you don’t capture at least one bit of information on them. Yet, capturing email addresses is still the most straightforward, fastest, and least invasive way to obtain visitor information. Although many visitors are still apprehensive about giving out their email addresses, if your content is intriguing enough to entice them, they may. Nowadays, the best way to capture and generate leads is to set up calls-to-action that “give a little to get a little.”
Using phrases like “discover more” or “download now” give visitors a reason to want to obtain more useful insight and information. When you give visitors little gold nuggets that are valuable and useful, then you may ask to get a little something from them. This tactic is the basis of the lead capture factor that doesn’t include sending spam emails to visitors to annoy them.
In the end, once you’ve earned their trust, the odds are that visitors will eventually turn into qualified leads. Conversion also increases when you ensure that visitors are getting something valuable each time they hit your site, and each time they follow through on an action. Learn more about the golden rules of marketing that help businesses gain more online visitor information.
TWO – Lead Magnets
A successful client journey means improving their user experience and the process for converting them as visitors into quality leads. However, there is a gap that exists between the lead generation phase and the initial traffic generation phase. As a result, visitors who hit a site once will ignore a business’ attempt to collect their information. So how can we address this issue and avoid it altogether? Utilize lead magnets.
This lead generation strategy consists of tools that offer something valuable to your visitors in exchange for their information. Lead magnets, for instance, can be subscriptions, social media follow options or email opt-ins. Businesses can use them as clues and information showing what their visitors’ interests are.
Consequently, the goal of using lead magnets is to gain permission from site visitors to follow up with them. At the same time, you’ll want to ensure that what you offer visitors is relevant, highly useful, and free! Remember, give a little to get a little. Examples include:
- A series of training videos
- Free trial subscriptions
- Downloadable e-books
- Free (limited) consultations, or…
- Interviews with an industry expert
These kinds of valuable educational tools help visitors confide in your business and what you’re offering. And with a genuine concern about improving visitors’ lives, this could turn into win-wins for the client and your business.
THREE – Landing Page Conversion Techniques
Landing pages are another significant asset to businesses when they’re trying to convert visitors into quality leads. Although they serve as links to get visitors to your website, landing pages are separate from your site. At the same time, they’re an excellent tool for single marketing campaigns. So, if your content and calls-to-action are intriguing enough, visitors will take the next step to search for more.
Yet, there is a unique art to wording and utilizing landing pages1 if you intend to use them for lead generation and realizing a successful marketing campaign. They are fantastic for capturing leads, but also for luring in your target audience. And both of these functions are vital to moving customers further down the sales funnel. Specifically, marketers use lead generation landing pages to secure visitor information in exchange for something resourceful.
Another great thing about landing pages is they focus in on one specific marketing goal or campaign and consist of just one CTA. Without overwhelming visitors, the content on landing pages is precise and streamlined to increase visitor conversion by keeping information short and sweet. However, whatever you promise to deliver on that page, you’ll want to be sure to do that when the customer responds.
FOUR – Using Lead Scoring for Lead Generation
The strategy of lead scoring is perhaps one of the most intriguing tactics for obtaining customer information and generating good leads. However, it’s also the most under-used technique with many B2B marketers. It functions as a component of marketing automation software that prioritizes leads according to their levels of engagement. However, it’s only as valid as your inbound content set-up for helping you determine which visitors are ready to purchase. Lead scoring can effectively provide a clear voice of the customer and reveal their interests.
For example, using interactive actions, simple quizzes, or surveys offer visitors a scored result. Furthermore, when the results are based on their responses, it becomes a highly useful tool. And since lead scoring assigns points for different types of engagement, it delivers real-time feedback on how responsive these leads are to your marketing efforts.
Lead Generation Plays a Role in Each Business Marketing Strategy
Most people probably don’t think about the hundreds of sites they’ve visited and left after a few seconds, never to return. But as a business or marketer, you must learn that there is a real reason behind the brief visit and why they left with the intent never to return. Once companies realize the importance and art of quickly and effectively capturing visitor information, the better chance they’ll experience lead generation success.
However, success doesn’t just end with collecting visitor information. Companies must also follow-up and reconnect with visitors in a way that consistently speaks their language and piques their interest. It’s essential to prioritize the different elements of your marketing strategy so that you set a foundation to start building on.
So, if you’re ready to begin setting up content using lead magnets, lead capture, lead scoring, and landing pages to optimize lead generation rates, we’re prepared to help! We believe it’s high time you create an overall better performing inbound marketing strategy for your business. Take the first step towards establishing your new strategy by calling 281-203-0529 or request a free consultation today.
- Landing page strategy concept. Photo by Austin Distel.