As you are aware, consumers are the backbone of any business. Everything is meaningless without them. Customers used to be able to find your business online simply. Today, regardless of the business you’re in, from e-commerce to selling online courses, your target audience is busier than ever, which means you must go after them personally.
Along the process, you’ll come across useful advice, examples, and resources. So you may create an efficient lead generation strategy for your organization.
This article will walk you through several lead-generation tactics, techniques, and best practices.
What is a Lead Generation Strategy?
A lead generation strategy is a comprehensive approach for obtaining prospective consumers’ contact information and opting into marketing or sales contacts.
An effective lead-generating strategy enables you to:
- Build your sales pipeline.
- Create an email distribution list.
- Identify the best prospects (i.e., undertake lead qualifying).
- personalize your marketing and sales efforts.
You may also collect and analyze aggregate lead data. To obtain useful information on your target audience’s demographics, tastes, and behaviors.
This finally helps you gain more customers
- Improve Lead Generation Landing Pages
Lead-generating landing pages are web pages that are intended to convert prospects into leads. They encourage people to formally show their interest in your company (or content) by giving their information.
Below are some best practices:
- Communicate a clear value proposition. Explain how consumers can profit by sharing their information.
- Provide social proof. Use customer logos, testimonials, or ratings to establish trust in users.
- Develop trust: Make it clear how you will utilize and secure the user’s information.
- Deliver an excellent mobile experience: Ensure that your landing page performs nicely on all device types.
- Display the “thank you” message: Thank users for their submissions and let them know what happens next.
- Optimize Lead Generation Forms
Lead-generating forms are intended to capture prospect information. They are the most critical step in many lead generation initiatives, thus they must be done correctly.
First, select what information to collect. It is about striking the correct balance between the quantity and quality of contributions. Simple forms (such as the one below) are quick and easy for consumers to complete. So they can boost your conversion rate. However, sophisticated forms (such as the one below) can assist filter out low-quality leads. Because they require a greater level of interest and effort from the prospect.
They also collect other information that can help your marketing and sales activities. Allow you to tailor your conversations
- Quality Content
Create high-quality material that is relevant to your company’s expertise and useful or engaging to your intended audience. This can assist you get the prospect’s attention and trust.
For example, American Express provides useful articles, videos, and podcasts for finance professionals. People who consume or read this content are more inclined to subscribe to the company’s email newsletter. And eventually, become customers.
- Provide Live Chat Functionality.
Live chat allows visitors to ask questions about your products or services while browsing your website. That implies they are less inclined to give up when they cannot find the information they require. Additionally, live chat has the opportunity to collect lead data.
Take the example below from Kantata. The AI bot automatically prompts consumers to seek a demo or chat with an expert. During the conversation, prospects are urged to disclose their information and discuss their requirements. Then, Kantata can enter all relevant information into its customer relationship management (CRM) system.
- Run Lead Generation Ads.
Lead generation ads are internet advertisements that are intended to generate leads—i.e., attract viewers to share their information with your company. You can employ a variety of online adverts to direct traffic to lead-generation landing pages. Examples include paid search, paid social, and display advertisements.
However, some advertising networks include lead-generation capabilities. Lead Ads are a Facebook feature that allows you to collect user information. Facebook automatically populates the fields with accessible user information. This makes the process faster and easier for prospects, lowering the likelihood of drop-off.
Example of Lead Ads via Facebook.
You can use lead form assets in Google advertising to include call-to-action (CTA) banners in your advertising.
These CTAs launch native lead generation forms (which means they appear within the ad rather than directing the user elsewhere). This can simplify the user experience and boost the likelihood of conversion.
- Leverage SEO
Leverage SEO to enhance organic rankings on SERPs. This can direct traffic to the sites you’ve determined to prioritize as part of your lead strategy. It also provides you with a competitive edge. The higher you rank for topical keywords, the more likely you are to steal traffic from your competitors. In this example, Wix is ranked second organically for “e-commerce website builder.” Above competitors, such as Squarespace:
The first results of a Google search for “e-commerce website builder” are Shopify, Wix, and Squarespace.
According to Semrush’s Organic Research tool, this landing page receives approximately 8,400 unpaid visits from Google users in the United States each month.