Are your marketing campaigns generating more leads, and are they effective? Any business category you fall into, whether B2B, e-commerce, or a startup, you will agree the top priority will be to increase the number of leads.
To start with, Online campaigns though are a good start, but they are not enough. In order to use every last lead from your funnel, your marketing campaigns need to be optimized.
These 7 strategies to generate more leads through your online marketing campaigns will help you in generating more leads.
Let us understand first why Leads are crucial to Business Growth.
The top priority of any marketeer would be to generate leads and convert them to customers. The importance of getting new leads is to increase customer satisfaction.
The importance of a continuous flow of new leads can be simplified and understood is that when no leads, no sales and no sales would result in no revenue. Which ultimately would result in your business dying. A dying business affects your conversions as even if people land on your website they will hesitate to purchase right away. So constant collection of leads, nurturing and converting them to buyers is the need of the day. Though you can get leads through Referrals, conferences, and cold calling but they will not be sufficient. You also need to understand the importance and how to generate more leads from your online campaigns.
Ask yourself why are advertising leads better? How to ensure your ads are driving quality leads? How to use targeting to gather better leads faster and will automating parts of the process help?
1st Strategy : Optimize Your Landing Page
Landing pages (or squeeze pages) beside an important element of your online lead generation campaign, they also convert better than most other ads or offers. The goal of the landing page should be to offer some useful information which the user is looking for in return for something valuable by way of a call to action or lead magnet.
Though the average conversion rate is 2.35 per cent, in some cases conversion rates exceed 10 per cent. If your landing page is not giving you double the conversion rate, that means you need to optimize one or more elements immediately.
Go through your page’s copy, and its headline and ensure that your copy is short, sharp, and engaging. Within seconds of a user landing on your page, they should immediately gauge what you are offering, your product, service and how will that be helpful to them. More than the features, highlight the benefits of your product to the user. You can use AB testing to understand which page is working and which is not. You can then tweak and rework the headlines, call to action or lead magnets used. Do remember that the headline is the first thing a user will read and based on which they will decide if they want to continue browsing the rest of the page of quit.
You can engage the interest of the user by adding infographics or even including a video on your landing page to keep them lingering for a longer time on your site and thereby converting them to a customer from a lead. As per 76 per cent of sales teams video is more effective in getting more deals, as people prefer watching a video than reading your copy. Keep your page layout simple away from all distractions. Keep away from a navigation bar or linking to any other pages on your site thereby leaving the user with two options to either close their browser window or sign up. You can use ConvertKit’s Creator Pass to create a great landing page. They do not have a headline navigation option, but the headline copy offers a clear benefit with an enticing call to action right in front of you.
2nd Strategy : Offer Real Value
If you think that the most important part of your landing page is your copy, image, or CTA then you are wrong. Though they all are important, the main factor which will get you leads is your piece of content, tool, or resource you are offering in exchange for each lead’s email address or contact information.
Some brands use gated content in the form of a PDF download, like an ebook or a whitepaper but it need not be the case. Surveys, quizzes, case studies, webinars and video series are all some excellent types of gated content you can look into.
But always remember, whatever form your gated content is, it is very crucial that your content must deliver tremendous value to users. Else you will find leads leaving your funnel as quickly as they entered. You may ask yourself some basic questions like how do you deliver value? What are the pain points of users? Where are they getting stuck? What is the expertise required that you need to use to make their lives a little bit easier? Once you have answers to all these, put them in your content which will deliver value which means you are presenting gated content in the best way possible. The more your content is visually appealing, with images, infographics, videos, and other forms of multimedia content, the better for your leads to consume and keep them engaged.
3rd Strategy :Use Automation to Nurture Leads
While collecting leads is just the first step of the funnel or process; nurturing them is the second step of the funnel. Sales people after achieving 2% of sales from the first contact often after give up and stop nurturing. For a consistent and continuous nurturing process, you need to automate the follow-up process, then you don’t have to worry about a thing.
Email is the best possible way of nurturing, drip feed messages through email to your leads are very effective for engagement, which also generates a huge ROI. As per the research by the Direct Marketing Association, the ROI of email marketing is £42 for every £1 spent. You need to put an email automation process in place which will integrate your landing page’s form so that each email is automatically added to your mailing list. Send emails at regular intervals through an automated series of emails. Each stage of the buying process should be automated, to get leads by way of providing the user with the right educational/informative content at the right time. Initially, you can start educating the user about your wider industry and keeping to their general problems. Later after a couple of emails, you can focus on your product and service and tell them how you can help. You can use the Active Campaign or Sendinblue tool for the automation process.
The more repeated emails you send, the more you will be successful in attracting your and, and the more direct you can be with the lead.
4th Strategy :Use Chatbots to Turn Conversations Into High-Quality Leads
A chatbot is nothing but a chat between the user and the someone from website owner’s side and in technical terms it is computer program which simulates human conversation through text or voice interactions. Business-to-consumer (B2C) and business-to-business (B2B) users both constantly use chatbot virtual assistants to handle their simple tasks and they are extremely effective too. Businesses that use AI-powered chatbots generate better quality leads.
Almost every part of the lead generation process can be automated by Chatbots. You can replace forms on your landing page with a chatbot. Forms are found to be a long-winded prospect which rarely offers a great user experience. Users find it easy to fill their details in Chatbots without even knowing that they are filling out a lead form. Besides the response time too is very fast with chatbots as you all know response time is very important in lead generation.
A study by Harvard Business Review shows that you can easily convert a lead if you respond to them in less than 5 minutes. You can automate the response process with chatbots and immediately send a message once a lead fills out a form.
Use chatbots for nurturing and qualify leads. Chatbots are actually a replacement to a sales person as they too ask the same qualifying question as them. The best responses can be used for leads and rest can be kept in the nurturing sequence.
Drift’s chatbot is one of the example wherein it asks a qualifying question as soon as someone lands on the site, and using them to direct to a sales rep immediately if they find the user ready for an conversion.
5th Strategy : Use Multi-Platform Campaigns
You need to add on to the platforms to advertise your landing page and gated content. If you aren’t using enough, then you need to start using more of them.
Nowadays you will find a customer to be very choosy, who wants to explore all the platforms to find the right product or service. They are not ready to convert to customers immediately on landing to your site the first time. As per a recent Google study, it takes between 20 and 500 touchpoints to become a customer. The solution here is to need to address a multi-touch campaign, where you need to deliver your message in multiple formats across multiple channels.
By doing this you maximize the chances of a potential customers who will see and click your ad. At the end of the day, It’s a numbers game. The more your channels, the more chances you have to reach a potential customer.
6th Strategy : Leverage Personalization
Leverage on personalization at every stage of your online lead generation campaign if you looking to increase your conversion rates. In a B2B sales and marketing professionals survey, over 77 percent of them said personalization resulted in a better customer relationships, and 55 per cent said that personalization helped in higher sales conversions. Here you may wonder how to add personalization into your funnels to generate leads?
Start by – personalizing your ads. Example of this is Apple who has created hyper-personalized ads. And Google has helped us to make easy easy personalize paid search ads with dynamic ads.
The next thing you should do is – personalize your landing page, particularly with the call to action. As per research, personalized CTAs achieve 202% better conversions. Use marketing tools like HubSpot and Unbounce which will help you create dynamic CTAs which change depending on who views them. You could also look at creating several different versions for each ad group for each page and personalize them accordingly.
Last but not the lease, personalize your email automation tool. You will find most email marketing tools automatically insert the recipient’s name into the subject line and body copy, so it is easy to personalize your nurturing emails.
7th Strategy : Target Your Ads Carefully
You need to target your audience properly as no point nurturing leads who will never buy your product and wasting your resources. Instead if you target them with their interests, preferences, geography etc you will hit the right lead audience.
When you are optimizing your ad campaigns, don’t be hasty in judging the performance based upon the number of people landing on your page that sign up. Though it is a good measure, more important will be how many people are actually getting converted to customers.
For example, if in ad campaign which has a high signup conversion rate of 20% out of which only a tiny fraction make a purchase, it’s not a particularly effective ad. Whereas an ad campaign generating high-quality leads with a much lower signup conversion rate will be a more effective campaign. Your goal should be to achieve a much more targeted and effective ad campaign. Use target keywords with higher buyer intent to target ads effectively.
Conclusion: In order to improve Marketing ROI you need to Generate More Leads
The keys to grow your business is by improving your online marketing campaigns and optimizing them to generate leads. You need not use all the strategies listed above, optimizing your campaigns should be an ongoing endeavour and effort. With just a use of one or two of these strategiescan help you a lot and you will soo see your ROI skyrocketing.
If you looking for more information on how to improve your conversion rate, you can read our blog 10 Proven ways to Improve Your Conversion Rate