Having a consistent flow of qualified sales leads would be a boon to any business. Generating high in quantity and quality leads is a marketer's most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, few marketers feel their lead-generation campaigns are effective. What gives?
There can be many moving parts in any lead generation campaign, and oftentimes, it’s difficult to know which parts need fine-tuning. This article will expose marketers' top 30 tried and true techniques to increase leads and revenue.
The Mechanics of Lead Generation
- Landing Page
There can be many moving parts in any lead generation campaign, and oftentimes, it’s difficult to know which parts need fine-tuning. This guide will expose marketers' top 30 tried and true techniques to increase leads and revenue.
Creating Irresistible Offers
Yes. It’s one of the most powerful words in the human language. And if you think about all the things we do as marketers, it’s ultimately to get people to say “yes” to our offers. An offer becomes more desirable when it is exclusive, scarce, or in high demand. Whether they are whitepapers, free trials, memberships, sales promotions, or downloads, these irresistible elements can overcome a lead’s typical friction, doubt, or concern.
Why do these elements work? Because they trigger a physiological reaction that makes an offer more valuable. People need to perceive the value of your offer to be greater than what you’re asking for in return. The higher the perception of value, the more irresistible the offer.
- Use the Element of Scarcity
- The Bandwagon Effect
- Leverage Newsjacking
- Focus on Creating An Amazing Title
- Create Offers For Different Buying Stages
- Avoid Corporate Gobbledygook
- Use High-Value Offer Formats
Calls-to-Action That Rock
Calls-to-action (CTA) are the secret sauce to driving people to your offers. If your CTAs aren’t effective at capturing people’s attention and persuading them to click, the offer is useless.
CTAs can be used on product pages (non-landing pages), in display ads, email, social media, direct mail and pretty much anywhere you can market your offer. However, not all CTAs are created equal. In a world where every brand is fighting for consumers' attention, it’s critical that prospects choose your offer over your competitors. Here are some tips for creating CTAs that rock.
- Place Your CTA Where the Eye Can See
- Clarity Trumps Persuasion
- Use Contrast to Make CTAs Stand Out
- Link Your CTA to a Dedicated Landing Page
- Promote Offers on Product Pages
- Use CTA's on Thank You Pages
Landing Pages That Convert
Landing pages are one of the most important elements of lead generation. The use of landing pages enables marketers to direct website visitors to targeted pages and capture leads at a much higher rate.
What’s great about landing pages is that they direct your visitors to one particular offer without the distractions of everything else on your website. Visitors are on a landing page for one and only purpose: to complete the lead capture form.
- Use elements of an Effective Landing Page
- Remove the Main Navigation
- Match the Headline of the Landing Page to the Corresponding CTA
- Less is More
- Emphasize the Benefits of the Offer
- Encourage Social Sharing
- More Landing Pages Equal More Leads
Forms are the key to a landing page. Without them, there is no way to “convert” a visitor into a lead. Forms come in handy when it’s time for people to sign-up, subscribe to your site or download an offer. The following tips will uncover how to build great landing page forms.
- Use the Right Form Length
- Avoid using ‘SUBMIT’ as the button text
- Reduce Anxiety With Proof-Elements
- Make the Form Appear Shorter
Multi-channel Lead Generation
Your website isn’t a silo. Marketers must utilize many other channels in order to maximize their lead-generation efforts. In this sense, a channel might be a retail store, a website, a social media platform, an email, or a text message.
The objective is to make it easy for buyers to research, evaluate and purchase products in any way most appropriate. It’s all about having the right marketing mix. Here are a few channels that help businesses generate the most amount of leads.
- Blogging Brings in the Leads
- Email Marketing
- Social Media
- Organic Search
- Use Links and CTAs within Offers
- A/B Testing
Generating leads online has the power to transform your marketing. Using great offers, calls-to-action, landing pages, and forms - while promoting them in multi-channel environments - can reduce your cost-per-lead while delivering higher-quality prospects to your sales team.
This list contains many best practices for every aspect of lead generation to help bolster your conversion rates, but these tactics are only the tip of the iceberg. Continue to tweak and test each step of your inbound lead generation process in an effort to improve lead quality and increase revenue.