Building a profitable business heavily relies on your ability to generate a consistent supply of fresh leads. However, this process is more complex than it sounds, from resource intensive strategies and thousands of splits tests to content creation and amplification, only to end up with a marginal improvement in conversions for all the effort.
If you have tried or are trying to improve your lead generation strategy with little success, here are some ideas you can effect immediately:
1. Social media
Unless you want to use it for advertising, a social media marketing campaign costs next to nothing, and you can do it yourself. Focus especially in visual marketing: use images and videos on Pinterest and Instagram in addition to Twitter and Facebook to catch consumer attention. Share attractive images of products, services, team members, sponsored events and any other interesting aspects of your business. The key is to add a human element to your connection with the audience: don’t be content to be another faceless business on the web.
2. Opt-in offers
You probably have an email opt-in box somewhere on your site. Getting more opt-in boxes, however may just increase the number of email subscribers you clinch. Don’t just be content with having one box on the sidebar. Turn all content pieces into email marketing opportunities. The idea is to make the perceived value of the offer too good to turn down – make it in such a way that consumers feel they have no choice but to download that whitepaper or e-book. You can also use pop-up tools to ensure opt-in messages are seen by all visitors.
3. Sign up forms
Even the most willing lead will abandon sign up if your forms are not easy to fill. Make your form so easy to fill that nobody directed to your landing pages will have to go back and correct some error once they submit the form. If you have specific requirements about formats, ensure they are clearly explained. In addition, have a real-time validation mechanism which highlights errors prior to form submission, so that these can be corrected without going back and forth. Remove any fields that aren’t absolutely necessary: more fields create more opportunities for friction.
In addition to on-site optimization, off-site promotion is crucial for online lead generation as well as brand awareness creation. In addition to guest posting on high authority directories, you can also leverage Quora by providing useful answers to questions related to your niche, allowing you to build thought leadership around your business and brand. Simply enter your target keywords to find relevant discussions you can add your voice to, but only in a way it makes sense and adds value to the discussion. You may also provide links to your social profiles as well as website.
5. 404 Pages
A significant chunk of your visitors may land on 404 pages as the site grows, possibly after following outdated links or missing pages. Turn this into a lead generation opportunity by offering an opt-in box for one of your resources, informing the visitor about a new product of service of redirecting them back to your homepage. Convert potentially peeving incidents into meaningful ones using custom messages that will improve your business goal achievement.