From an inbound marketing point of view, lead generation is fairly straightforward and part of the territory. From content and email marketing to social media and SEO, there is an abundance of different ways you can stimulate and capture interest in your products or services.
However, simply attracting attention and creating intrigue isn’t enough, as you will need to turn initial strangers into regular visitors. From there, you should know whether they are worth pursuing and likely to become customers and promoters of your brand.
Encouraging these individuals down the sales funnel can be a bit challenging, especially if you have limited knowledge about lead generation. So, in order to help out, here are three easy lead generation tips to use today.
- Carefully choose content
Content is an extremely effective lead generation technique, as it provides potential clients and customers with a useful, valuable, interesting or entertaining resource. However, you will need to carefully consider what content to create, where to distribute it and when it should appear.
For example, email marketing campaigns, social media updates and company website blogs are great for laying lead foundations, but these won’t work when it comes to converting and closing.
As they move down the sales funnel, prospects will need to be provided with suitable and relevant content. Landing pages with a form can determine whether they are willing to give away personal information, while the promise of an offer or promotion should generate that all important lead. - Ask for the right information
Although lead generation will be different according to the company and person in question, collecting and giving away the right information is bound to be of the utmost importance for everyone.
Businesses will want to gauge whether someone’s interest is genuine, while individuals need to know that their personal details are being used for authentic reasons.
The best course of action is to ask fairly basic information early on, such as a name and email address. Once you’ve gained the prospect’s trust, you can request things like location, industry, job title, company size, or any other metric you may find useful. - Always test and optimise accordingly
Introducing and implementing a plethora of lead generation techniques is all well and good, but if you don’t test them, see what is or isn’t working and fail to optimise accordingly, your chances of securing more customers won’t improve.
In addition to split testing changes from one landing page to another, you can also take advantage of analytics software, which will display real-time data, historic timelines and conversion funnels.
The smallest details can make the biggest differences; so do not overlook the importance of testing. Securing countless numbers might look impressive on paper, but it is the quality of these leads that really matters.
There are no secrets to modern lead generation techniques. There are however, smarter ways of doing things. The three above are just a couple of components to be aware of as you develop and implement your lead generation campaigns. Small incremental improvements in your processes when added up can ultimately result in a major impact in your lead conversion rates and therefore your revenue numbers.
