Generating leads – both high in quantity and quality – is a marketer’s most important objective. A successful lead generation engine is what keeps the sales funnel full of prospects and your bottom line moving in the right direction. So, what is the secret to successful lead generation? Here, we’ll outline four building blocks of successful lead generation.
1. The Irresistible Offer
The digital age has radically changed the buying process, which means the way we market and generate leads must change too. Eighty-nine percent of internet users are searching online before making a purchase decision. As marketers we need to leverage our websites to deliver valuable content that helps the buyer throughout that research process. We have to gain their attention and establish a relationship, so we’re part of the decision when they’re ready to make a purchase.
Your content is the “irresistible offer” and driving force behind attracting leads, which means you need to create high-value content that will be useful to potential buyers. The idea is to produce something that will solve a problem or accomplish a goal, so create offers that are helpful. Some example offers include e-Books, whitepapers, free consultations, coupons and product demonstrations. Create an offer that will be so useful to the visitor that in exchange for that offer, they will be willing to share some information about themselves with you.
2. The Clear Call-to-Action
After developing your useful (and irresistible) offer, it’s time to create a call-to-action (CTA) to bring website visitors one step closer to becoming leads. A CTA is a clickable image, text or button on your website that takes a visitor to a landing page to request the content you offered (i.e. the e-Book or consultation you created in step one).
CTAs should be clear, easy to read and the wording should match the offer being presented. So, if you are offering a free downloadable e-Book, your CTA could read, “Download e-Book Now.” The idea is to make the CTA attractive and easy to understand so visitors will know where they are being directed, and most importantly, be compelled to act.
3. The Specialized Landing Page
Landing pages are the specific pages that visitors are redirected to after clicking on a CTA. The goal of a landing page is to provide more information about the offer and essentially “sell” it to the visitor so they will give you their contact information in exchange for that content.
Landing page best practices include keeping the page simple by removing the navigation, using images that demonstrate the offer and providing a short summary of the offer you provided earlier. The landing page should be specific to the offer. By utilizing clean and simple landing pages, the visitor won’t be distracted from providing you with their information. Keep wording and keywords consistent throughout these steps to maintain the trust and attention of the visitor.
4. The Lead-Capturing Form
So you’ve developed your offer, created your CTAs and incorporated offer-specific landing pages. What’s next? The ultimate goal of this process is to capture the visitor’s information to convert them into a lead, and you can’t do that without a form. Forms collect contact information in exchange for the content offer you presented. So in order for the visitor to get an e-Book that will highlight 10 web design mistakes, they need to share a little bit of information with you.
The information you are asking for in the forms should be consistent with the offer you are presenting. For example, an e-Book has a lower perceived value than a product demonstration or assessment, so an e-Book form might only ask for the visitors name, email, and company. Match the value of the offer with the value of what you are asking the visitor to provide, and the visitor will be sure to take the bait and convert into a successful lead.