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Lead generation, what is it? How can it help your business? Let’s find it out together!
We’ve all been here, you’ve got hundreds of visitors on your website, but none of them is signing up for the program or using that contact form, what gives?
We will look through all aspects of inbound lead generation and help you convert your website into a lead generating machine with the ultimate guide to lead generation on your website!
Table of Content:
- What is lead generation?
- Why do you need lead generation?
- Sales funnels, why you need them
- 5 Ways to generate leads
- 4 Ways to capture leads on your website
- 5 Simple lead generation strategies
1. What is lead generation?
Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service. Some examples of lead generators are job applications, coupons and online content.
You might be asking what is a lead? A lead is a person who has in some way indicated interest in your company’s product or service.
This means instead of getting some random call in the middle of the night from someone who purchased your contact information, you, the consumer, would hear from a business with which you’ve already opened communication.
This makes lead generation a win-win situation as it benefits the customer and the marketer.
How lead generation works?
The lead generation process usually starts when a user clicks your call-to-action located on one of your website pages or blog posts. That call-to-action leads the visitor to a landing page, which includes a form to collect the visitor’s contact information. Once the visitor fills out the and submits the form they are then sent to a thank you page and are sent their requested content (in our case, the checklist) to their email.
2. Why do you need lead generation?
Lead generation is one of the most important requirements for any business to succeed, without leads you won’t have customers and without customers you won’t have money, meaning your business will fail. Businesses today are heavily depended on lead generation as it enables the websites of the businesses to generate more traffic which will lead to more conversion of leads and customers.
Now that you know what lead generation is and why you need it, let’s get into how you can implement it onto your website
I create websites that are driven to get you more leads, enhance your customer satisfaction and drive you a profitable business. Learn more.
3. Sales funnels, why you need them
A sales funnel, what’s that? You’re probably asking your self. Well in short a sales funnel is a path your visitors take on the way to buying one of your products or ordering a service from you.
It works like a funnel would in real life, some people never leave the top while others come out the end, and these are brilliant for generating high-value leads and sales for your business. And the best part? You’ve got complete control of who comes out at the end.
To give a better example let’s say you own a brick-and-mortar store and a person walks in and starts browsing around, they have entered your sales funnel and they are aware of you.
A customer sees a shelf of discounted computers and heads over to browse, this has sparked interest, your sales associate comes and greets them warmly and offers assistance and they go into consideration mode.
He tells the person that they can get an additional 20% off if they purchase an HP computer and the customer is intrigued by the offer and selects an HP computer, this is an intent to purchase, the customer then walks to the counter and purchases the HP computer, the sales associate then recommends a computer mouse and keyboard to go along with the new HP computer, the customer then adds that to their basket and pays for the computer, keyboard and mouse and leaves.
Though this isn’t the end, as the customer is so pleased with the purchase they recommend you to their friends and they come back to purchase headphones for their computer two weeks later.
This process is what plays out on your website, in place of the sales associate you have pages that help guide your customer to making the purchase.
Sales funnels play an essential role in your website, helping you to convert visitors into high-quality leads.
4. 5 Ways to generate leads
Over the years, inbound marketing has proven to be a great way to generate leads and acquire customers to help you hit your goals.
Here are 5 ways to generate inbound leads
1. Use Social Media to Find Prospects You Can Help
Most salespeople are on LinkedIn, but might not be using it effectively for generating funnel activity. It’s all our dream to be able to connect in a high-value, low-effort way to find interested prospects and social media is a great way to do so.
2. Post a Blog Article on LinkedIn With an Offer
On the topic of LinkedIn, writing articles on LinkedIn is a great way to easily get found and by adding an offer such as a free 15-minute consultation, you’re bound to drive new leads if your content is riddled with value. A lot of people consider blogging to just be a difficult long tedious college essay essentially, although it isn’t. Blogging is really just a conversation and a blog topic can be as simple as answering an everyday business problem, such as “How to fix a printer” or “10 Things You Need To Know About Web Design”.
3. Get Referrals From Current Customers
Client referrals are excellent in generating easy business, as your customers will trust your brand and recommend to other people, but the big issue is implementing it effectively. HubSpot has created an excellent article on how to get referrals for your business.
4. Attend Networking Events
Attending networking events should be part of your routine because they are a great way to grow your reach and get more business. Though you shouldn’t take it as a serious event, it’s all about creating a connection, new friends and being human and always providing value.
5. Create and maintain a blog
Have you started blogging yet? You should be.
You can create articles simply by talking about your expertise in sales process optimisation or referral marketing, anything really! It’s important to be a visible expert in your field, not only will it display your expertise, but you’ll educate your prospects as well.
6. Lead magnets
Lead magnets are an absolute must for any business, without them, you will not be maximising your lead generation. A lead magnet is something you give them (for instance, an ebook about generating leads) in return for their personal information. This helps to build your email list up and helps you get more high-quality leads that you can then nurture and convert into customers.
The folks over at Keep do an amazing job of explaining how to create your lead magnet and promote it.
5. 4 Ways to capture leads from your website
There are plenty of lead generation capture methods and depending on your business, the content on your website and where you place them, they all have varying results. It’s important to have as many lead generation capture methods present on your website and measure them to maximise the results and chances of a user signing up and going through your funnel. Here are some great lead generation methods that have been proven to work:
Forms are a great element to quickly get users information, only if used correctly of course. Forms for lead generation are used in different and varying manners but are there to collect users contact information. The most common type of forms used are:
- Contact Us Form: A form that is made to allow users to easily contact a company from their website, these usually include collecting users first and last name and email address and sometimes a phone number.
- Quotation Form: A form that is used to get a quote from the company, this usually includes collecting users first and last name, email address, phone number and sometimes job position.
- Newsletter Form: A form that is used to sign up for a company newsletter, this includes collecting a users email address and sometimes first and last names.
Forms are always used to quickly gather users information, whether it’s their email address, first name, last name or any other piece of information it has become an invaluable tool.
Many people believe pop-ups are dead, but they really aren’t, although they can be annoying towards users, they are an extremely effective way to capture someone’s email address. Sumo conducted and found that the top pop-ups average a 9.28% conversion rate! To put that in perspective, if you have 150 users visiting your website per day, you’d have 418 signups within a month!
The most common pop-ups are usually those offering to signup to a newsletter, then we have free e-books, checklists and plenty more! Here are some tips to make effective pop-ups:
- Pop-ups with more context have higher conversion rates
- The highest converting pop-ups don’t appear immediately
- Being unclear with your headline and offer will sink your conversion rates
- Personality Creates more Interest
- The best popups offer something of value
- Pop-ups shouldn’t appear immediately after a visitor closes out
- Call-to-actions need to match the offer
- Exit pop-ups need an overwhelmingly valuable offer
3. Live Chat
Live chat is becoming an increasingly popular way that users will reach out to you, meaning this is a much more effective source of lead generation as you are able to have a 1 on 1 conversation with the prospect enabling you to build a personal connection and ultimately this will give you a higher conversion rate. About 73% of website visitors prefer using live chat to contact companies than via email or phone. A chat study by ApexChat revealed that live chat can increase leads by an average of 40%, and that’s just average!
Neil Patel created a brilliant article where he shares how you can boost your conversion rate by 45% with live chat.
4. Lead Generation Funnel
As we mentioned above, sales funnels should be a vital part of your website.
According to Salesforce, 68% of companies have not identified or attempted to measure a sales funnel, and the same survey showed that a whopping 79% of marketing leads are never converted into sales! Without an effective lead generation funnel, it becomes nearly impossible to generate high-value leads and convert them into paying customers.
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5. 5 Simple lead generation strategies
As marketers, generating leads is the most important objective, if you aren’t keeping the pipeline full, you’re not doing your job properly.
To make your inbound lead generation work properly, you’ll need traffic from other websites, we’re giving you 5 simple strategies to use to get those visitors over to your website:
1. Email Marketing
Email marketing is a proven marketing channel that has worked again and again and again.
By using your existing email list your leads already trust you, and this means they’ll be much more likely to click on links and offers you provide to them and by using marketing automation to personalise emails and give them tailored offers you could double your revenue! Thomson Reuters increased revenue by 175% through the use of marketing automation.
2. Search Marketing (SEO)
Organic search is arguably the best choice when it comes to getting users onto your website and getting more leads.
Back 5-6 years ago, ranking to the #1 spot on Google was super easy, though Google now imposes around 200 ranking factors, the three main ones being:
- Content – How valuable your content is. The more educational and related to your website it is, the better.
- Links – Relevant links pointed to your website from authoritative sites such as Forbes and TechCrunch
- BrainRank – A Google ranking algorithm that searches and finds the most relevant websites for particular queries. Search Engine Land gives a much more in-depth explanation of what BrainRank is.
If you meet all these, you’ll rank very well for the most part, provided you keep producing quality content that keeps your site fresh with content and has great on-site SEO that allows search engines to easily navigate your website.
3. Social Media
Social media is growing largely in popularity, and targeting it for leads should be a must in your lead generation plan.
Many businesses have an ill-fitted social media strategy to make social media work as an effective lead generation platform, and this often means they’ll have to revise it and produce more relevant content, host more offers among plenty of other areas.
Connor from Connors Connections said this about the biggest issues businesses face when using social media for lead generation:
Most businesses have an ill-suited strategy for social media because of the lack of time and knowledge to learn, develop, grow and maintain their social media profiles.
4. Networking Events
Going to networking events should be a monthly ritual for you, as it’s an immensely great way to generate new leads, as a lot of work goes unadvertised, most often times these are the best jobs too.
There are plenty of local business events for you to attend, there are even memberships events to help you better connect with people around your local area. There are also national events, such as TechDay London (what I will be attending, if you want to meet me, send me an email asking to meet!).
Blogging is an effective lead generation strategy, only if you are doing it correctly and creating blog posts that are going to be providing immense value to your visitors.
Blogging also helps with your organic search (search marketing) and keyword searches (meaning you’ll more likely be found when someone is searching for your product on Google), it’s also a great way to build your trust and credibility in your brand and marketplace.
If you are already blogging and you aren’t getting enough from it, you’ll need to rethink the strategies you use. Blog Marketing Academy increased its revenue by 14% using their new strategy called The Redwood Strategy.
More lead generation equal more money
Super simple, the more leads you’ve got in your pipeline the more money you’ll have (provided you, of course, nurture them and convert them into customers).
So get back to your lead generation strategy and start implementing the knowledge you learned from this article!
Comment how this post has helped your business with new leads!
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