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, blog posts, coupons, live events, and online content.
The 4 L’s of a Lead Generation Strategy
Compelling content plays a huge role in generating leads. This includes the tools used to generate traffic, such as your blog, 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.
1. Lead Capture
Odds are that about half of your visitors will never return to your site if you do not adequately capture some bit of information from them. A working email address is the best thing a marketer can ask for here, but visitors are not always willing to give this kind of personal information up. Call-to-action buttons like “Sign up here” have practically become synonymous with “We are going to spam you,” which is why marketers need to find new ways to obtain 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.
- Every step of the marketing process (advertisements and promotions) must be valuable in and of itself.
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.
2. Lead Magnets
You can seal up that hole with lead magnets. Lead magnets are tools that provide value for your visitors in exchange for their contact information. Businesses use lead magnets such as email opt-ins, subscriptions, and social media follows to fish for some sign of interest from their site’s visitors.
The goal of this is to receive permission from visitors to follow up. Some examples of lead magnets include free:
- Training video series
- Free trial
- White papers
- A set of bonus tips
- An interview with an expert on a relevant topic
These free-of-charge educational tools will confide your visitors in your offering, allowing you to both obtain their email address and educate them on your business.
3. Landing Page Conversion Techniques
Another huge asset to your business when trying to convert visitors into leads are landing pages. This can be any page that someone lands on after clicking on an advertisement or other online marketing elements. It is also important to note that landing pages exist separately from your company’s website, and typically are used as a tool for a single marketing campaign.
Landing pages serve the dual purpose of capturing leads and warming up potential customers. Both of these are essential stepping-stones before moving a customer further down your sales funnel. Additionally, there are two types of landing pages:
Lead generation landing pages are used to capture a user/company’s information in exchange for something. This relates back to the concept discussed earlier, of “giving before we ask.”
Click-through landing pages are used to attract the visitor to the specific product or service that you are trying to sell. The goal is to educate your visitor with enough information that they proceed to make a purchase.
Landing pages have one call-to-action in mind. Instead of overwhelming visitors with information regarding your business and all the products and services you offer, it is essential that you narrow the focus down to one specific goal in mind. Be sure to cut out any excess information that isn’t essential to the campaign, and be sure to include only one form or call-to-action link for them to utilize.
4. Lead Scoring
Lead scoring is a component of marketing automation software that helps prioritize your leads according to their levels of engagement with your inbound marketing content and ultimately help you figure out who is ready to buy. It can also help you identify what they are interested in if setup correctly.
This technique is used to quantify interactions that prospects have with your content by assigning points for different types of engagement. An example of the different types of engagements and their point values might look like this:
- Download an ebook – Add 5 points
- Watch a product overview video – Add 7 points
- Job role not a good match – Deduct 10 points
- Fill out opt-in form – Add 7 points
- Unsubscribe from a list – Deduct 7 points
We follow the 4 L’s to strategize our Lead generation technique.
How our lead generation services work
Portalnet’s lead generation services are designed to bring qualified customers directly to your doorstep.
Search Engine Optimization brings new visitors to your website, by ranking on page one in Google for keywords that people use to find businesses like yours. The increased volume of prospects increases the number of leads for your business.
Through website testing, Portalnet then increases the rate at which your prospects convert into leads. Conversion is defined at the beginning of the program as a trackable goal which you would like your visitors to complete (submit a form, sign up for a newsletter, complete a sale).
The increased volume of leads from our lead generation services increases the sales for you business.
Increased sales = increased advertising budget. Your company now has the means to begin an active Pay-Per Click campaign in Google which only multiplies the results of your increased website conversion rate. Budgets can be set on a per-day rate as low as $1/day to as much as you would like to spend.
Our Monthly Lead Generation Services include 50 hours per month of:
- Website Redesign
- Conversion Rate Testing
- Graphic Design
- Keyword Analysis
- On and Off-page Search Engine Optimization
- Content Marketing – Weekly Blog Posts
- Social Media Management
- Landing page development lead form integration
- Link Building
- Site Analytics Review, Reporting and Analysis
- Website Copywriting, Design and Usability
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