You don’t need to buy your attention any longer, your audience wants you to earn it.
This means that industry-wide lead development plans must be updated to suit target markets’ needs better.
The first step in this development is the production of compelling information and the second is the use of the content to transform visitors. That’s easier said than done, of course.
We are going to get a little backwards to emphasize the importance of a powerful lead-generation strategy.
Are you familiar with the example of the professor who raised the task of trying as efficiently as possible to fit rocks, pines, sand and water into a jar?
When it prioritized and placed the largest items in the jar first, the amount of space used could be optimized. When you introduce lead generation strategies today in your inbound marketing campaign, your company will take a similar view.
The Rocks, Pebbles, and Sand of Inbound Marketing
Like the instructor who challenged his class to fit rocks, cake and sand in a container, the marketing plan involves rocks, pebbles and sand. Here is what I mean by the following:
What are the biggest rocks that your strategy needs most?
What are the cake that supports your business as a secondary tool?
What are your business’ small things or distractions?
Most businesses say that their consumers are their “rocks,” but I have a different perspective.
Although it can be said that customers are important to any firm, rather than the water used to finally fill the jar, I would like you to think of them. Only after everything was firmly compacted in the jar was the water poured into it.
This same attitude in your inbound marketing strategy will help your company.
The 4 L’s of a Lead Generation Strategy
The material is your blocks. It’s your money. Next, fill your jar with content as compelling content plays an important role in lead generation. This includes traffic generating tools like your SEO , PPC and social platforms.
Approximately 96% of business-to-business customers want content from industry thought leaders to inform their buying decisions. Creating compelling content is your key to establishing yourself as that go-to, educational leader in your industry.
You know what they say, you can catch a lot of flies with sweetheart, but more sweetheart is flying. Check your cliché in a bar and you might end up sipping a drink, but incorporating this attitude in your inbound marketing campaign will increase not only lead generation levels but also the amount of potential business leaders attracted. your company.
So, we have our rocks in place — our content. This paper focuses mainly on the next step – your cake or best practices for creating leads with your content.
You will quickly understand how companies that are hopping aboard the content train are generating 67% more leads per month than those who don’t. Let’s unpack the four L’s of lead generation.
1. Lead Capture
It is unlikely that approximately half of your visitors will never come back to your site unless you collect a few information from them. The best thing a marketer can ask for is a working e-mail address, but visitors are not always happy to provide such information. The “Sign Up Here” (CTA) buttons are practically synonymously used with “We ‘re Going to Spam You” and marketers therefore need to find new ways of getting this information.
Nicholas Kusmich, a Strategic Marketing Consultant and Facebook Ads Specialist, suggests a new rule of thumb for obtaining visitors’ information. Kusmich suggests 2 golden rules be taken into account:
- We must give before we ask.
Kusmich goes more in-depth with these concepts in his article, “2 Golden Rules for The New Era of Marketing,” but for now let’s focus on that first rule.
Would you believe that the opt-in email box has been a privilege once, several years ago? This meant that all the information you wanted was provided right to your home’s comfort. We were all saying, “What a time for being alive. The day’s long gone now. We are now fending off from all angles details.
We have made an oath to never sign up here again somewhere between installing pop-up blockers and dumping our spam folders. It is time to begin marketers with new, mutually beneficial opt-in approaches to gain information gradually break down those walls created by potential buyers. The best way to market this “giving before we ask” technique includes the use of lead magnets.
2. Lead Magnets
For a productive customer life cycle, the mechanism to turn visitors into leads must become optimised. Unfortunately, there is a hole between the traffic generation and the lead generation phase, often leading to one-time visitors neglecting to collect their information and never hear from you again.
With lead magnets, you can close this door. Lead magnets are tools, which in exchange for their contact information give your visitors value. Companies will then search for a indication of interest from visitors to their website by using lead magnet items such as e-mail options, subscriptions and social media.
The aim is to be permitted to follow-up by visitors. Examples include free of charge lead magnets:
Video series training
A set of advice on bonuses
An expert interview about a subject
These free educational tools will allow your visitors to obtain their e-mail address and educate them on your business.
3. Landing Page Conversion Techniques
Landing pages are another major advantage for your business in seeking to attract tourists to hubs. This can be any page on which somebody arrives after a click on an ad or other elements of online marketing. It should also be noted that landing pages exist separately from the website of your company, and are generally used as a tool for a single marketing campaign.
A free, basic course can be found to create successful landing pages. In addition, you can learn lots of tips and best practices on your landing pages from the HubSpot blog posts. At this point we will discuss the fundamentals of successful landing page design, but we will definitely check these resources later to see if the various components involved have been more comprehensive.
The purpose of landing pages is to catch leads and warm potential customers. Before a customer moves further down your sales funnel, both are essential stages. There are also two types of pages for landing:
Landing pages are used to collect information from a user / company in exchange for something. This refers to “giving before we ask” as discussed earlier.
Click-through landing pages attract visitors to the specific product or service to sell. The objective is to inform your visitor of sufficient information to make a purchase.
A call to action is taken into account in the landing pages. It is essential that you focus on one specific objective rather than overwhelming visitors with information concerning your enterprise and every product and service that you provide. Please ensure that all excess information is not essential for the campaign, and that only one form or CTA link is included for use.
It delivers the pledge that your ad source made the most important element of your homepage. You must tell visitors on your landing page as soon as possible if your ad says: “Get 50% of the computers off here.”
One way is to put the headline on your landing page of your CTA on your announcement source. Another way to ensure your advertisement font, coloring, and images are duplicated to some degree on the landing page.
4. Lead Scoring
The lead scoring is a component of marketing automation software that helps to give priority to your leads according to their level of commitment to your inbound marketing content. It can also help you to find out what you want if the configuration is correct.
This technique is used to quantify your content interactions by assigning items for various engagement types. An example of the various types and values of commitments could be as follows:
ebook download: 5 points add
View video overview of a product: add 7 points
The role of the job is not a good match.
Opt-in form complete: Add 7 points.
Deduct 7 points from the list
Surprisingly, a leading scoring strategy did not exist for 79% of B2B marketers. Lead scoring offers your company feedback in real time on how responsive your marketing efforts are. It can also reveal people who are prepared to purchase from you, but who were not in touch with you yet.
This focused approach to identify and evaluate the hottest leads in a business saves time and money as you hit your target audience and exploit selling opportunities. Your company can communicate with these leads with your hottest leads confidence and know they already know your company and are interested in it.
In each company’s marketing strategy lead generation plays a role. Consider how many company websites you have visited since the beginning of the internet and never will come back to. Such businesses did not at the time catch your interest, but they did not reconnect with you in the future.
This is because the lesson discussed in the jar analogy is neglected — that you prioritize the different elements of your marketing strategy so that an efficient and effective approach can be established.
You can start using lead magnets, lead capture, efficient landing page design and lead scoring with content in place to maximize lead output levels and create an overall stronger inbound marketing strategy.