Leads are the bread and butter of business.
With advances in technology and digital ways of doing business, so does the customer and buyer behavior.
Marketers are looking for all sorts of new ways to capture and keep the interest of an unpredictable audience.
Generating leads is not an overnight task, by any means. It is a work-in-progress that usually takes a bit of trial and error to get the ball rolling. There is a myriad of ways to do this. Some strategies will inevitably work better than others based on variations in markets, channels, and the industry as a whole.
While marketers are finding new ways to generate and qualify leads from every imaginable platform, let’s revisit the four basic ways of generating leads via your content.
Building a strong email list should be a priority when it comes to generating leads. In fact, 89% of marketers said that email was their primary channel for lead generation. Unfortunately, a lot of businesses fail to give newsletters the attention they deserve.
Generally speaking, most subscribers join email lists from websites, meaning they’re already interested in what the company has to offer. There are several things to keep in mind when creating sign-up forms to convert.
- Less fields equal more conversions. With each field the user must fill out, the more negative friction it creates. Get rid of the optional fields such as address, phone number, company size or job function and focus on the essential ones: name and email address.
- Design matters. The University of Melbourne found that visually appealing websites (and subsequently, emails, apps, and other properties) are perceived as more trustworthy by visitors. Creating a simple, but appealing sign-up form can help you nudge users towards signup. Get creative and add some graphics or images to make your forms visually enticing – here’s some free templates for all sorts of forms and surveys for you to grab, courtesy 123ContactForm.
- Signing up should be worth users’ while. Providing incentive to sign up never hurts. Think of it as a transaction, they give you their email address, you give them something in return. A reward for completing the sign-up form can be anything from a coupon to a free demo. For example, Kohl’s offers a 15% discount on the next purchase just for signing up.
Email marketing is a great way to generate powerful leads. The foundation for grabbing and keeping subscribers starts with a strong sign-up form.
For an ebook to be an effective vehicle in lead generation, it needs to provide a profound level of value to the consumer. A quality ebook strikes a powerful chord with the reader as it makes them an expert while solving any problems or answering any questions they might have.
Ebooks serve as great means of marketing for a simple reason: they don’t look like marketing tools. They typically exist to inform or entertain.
Generating leads is built on a foundation of trust. Ebooks can do wonders to establish credibility and expertise while building a valuable relationship with the reader.
When creating an ebook, your focus should be on educating potential customers while nurturing a reliance on your business. Be sure the content is flawless and provides key takeaways. Once the reader is an expert on the subject matter, the last page should be a strong call to action with plenty of information and background on your company.
Every company wants to be perceived as trustworthy. There is no better way to showcase your expertise, authority and credibility than with action-driven content of an ebook.
Today’s consumers are visual beings. Content with compelling images draw 94% more total views on average. Perhaps the biggest selling point of infographics is that they let you turn complicated (and more often than not, boring) information into simple, eye-catching visuals. More importantly, “simplifiers” generate leads.
For starters, take into account some of your current offers or promotions. What are a few interesting details about them? What problems do they solve for the consumer? After a good brainstorming session, use the results to put together a captivating infographic. Don’t have a fancy design team working for you? Turn to free tools on the internet: Visme and Piktochart are my favorites.
Once you’ve created an awesome graphic, it needs to be visible on your website. Infographics work as great supplements to blog posts where they can extract and present key snippets. Just make sure the title and the text you use to describe your graphics use the right terms and keywords, so users will be able to find them via search engines.
Finally, don’t forget to add a call to action in the post created for your infographic with a link to the appropriate landing page.
Also, remember to make it easy for users to share your infographics on social media. Set the ball rolling by using paid ads and promotions on major visual social networks like Facebook, Instagram, and others.
At the end of the day, an infographic should serve as a tool that catches the reader’s eye and gives them information relevant and compelling enough to get them to consider purchasing your product or service.
Benchmarking stats from ReadyTalk show that between 20% and 40% of webinar attendees turn into qualified leads.
When you’re looking to earn leads from a webinar, the content needs to be nothing short of spectacular. Sharing your perspective and expertise should not seem promotional.
The feel needs to be purely educative with the product or service promotion totally vague in the distant background.
So you’ve got your webinar content just the way you want, but the key to generating leads is getting people to sign up. How do you go about getting the word out?
Email is the top channel for marketing your webinars. As webinars are typically high-value platforms, users are almost always happy to part with their email address to get hands-on training. Unsurprisingly, social media is the runner up.
Social media, while not as effective as email, offers far better data for profiling your target audience. What platforms do they frequent? What are they saying about your business? What are their pet peeves?
There are many tools – BrandWatch and Social Mention come to mind – you can use to get a deeper insight into what consumers want, and what they’re talking about in relation to your industry on social media. With this information, you can target platforms likely to draw the most eyes as well as tweak your webinar content to address the most pressing questions your audience might have.
Generating the right leads is what determines the success of any business. There will always be pressure on marketers to catch and push qualified leads down the sales funnel.
Although it is by no means a cakewalk, a little creatively combined with stellar content is key to generating leads and turning them into satisfied and loyal customers.
How are you using newsletters, ebooks, infographics, and webinars to convert leads?
Which channel is proving most effective to you?
Why? Let’s hear it in the comments!