Are Leads Crucial to Business Growth?
Two of every marketers' top priorities are generating leads and converting those leads to customers. Only increasing customer satisfaction comes close to the importance of getting new leads.
Most people who land on your site won't purchase right away. You need to constantly collect leads so you can nurture them and convert them into buyers in the future. Using advertising lead targeting, you can gather better leads faster and even automate parts of the process.
Optimise Your Landing Page
Your landing page is one of the most important elements of your online lead generation campaign. The goal is to leave the visitor with no choice but to hand over information in exchange for something valuable.
Landing pages convert better than most other ads or offers. The average conversion rate is 2.35%, but some have conversion rates in excess of 10%. Look at your page's copy, including its headline, first. Make sure your copy is short, sharp, and engaging. Users need to understand exactly what your product is and how it helps them within a few seconds of landing on your site. Make sure you focus on the benefits of your product to the user, not its features.
Spend more time tweaking and testing your headline than anything else. This will be the first thing a user reads and one of the biggest deciding factors in whether they continue browsing the rest of the page.
Finally, remove all distractions from your page. The layout should be as simple as possible and there's no need for a navigation bar or links to any other pages on your site. This leaves the user with two options: close their browser window or sign up.
Offer Real Value
Arguably, the most important part of your landing page isn't the copy, image, or CTA. It's the piece of content, tool, or resource you offer in return for each lead's email address. For most brands, gated content is usually something like an ebook or a whitepaper (i.e case studies, surveys, webinars and video series) which are all excellent types of gated content.
Whatever form your content takes, it must deliver real value. Otherwise, leads will leave your funnel as quickly as they entered. Delivering value also means presenting content in the best way possible. Make it visually appealing, with images, videos, and other forms of multimedia content.
Lead generation is just the first step of the process; you also need to nurture them. Next, create an automated series of emails that is sent out at regular intervals. Your goal is to take leads through each stage of the buying process, and that means providing them with the right educational content at the right time.
Using Chatbots for Lead Generation
Chatbots can automate almost every part of the lead generation process. They're incredibly effective at it, too. Most businesses that use AI-powered chatbots generate better quality leads.
You can also use chatbots to respond to leads instantaneously. Response time matters in lead generation. With chatbots, you can automate the response process and send a message as soon as a lead fills out a form.
Finally, use chatbots to nurture and qualify leads. Chatbots can ask the same qualifying question as a sales person to segment customers. The best can be sent directly to sales, while everyone else is added to a lead nurturing sequence.
How Do You Personalise Lead Generation?
Start by personalising your ads. Next, personalise your landing page, particularly the call to action. Finally, build personalisation into your email automation tool. Every major email marketing tool makes it easy to automatically insert the recipient's name into the subject line and body copy, so you could easily personalise your email nurturing campaign.
How do you build a lead generation campaign?
Start by having an objective and defining your target audience. Create a valuable piece of gated content and drive traffic to it using paid ads. Collect emails and then use email to nurture those leads.
Generate More Leads to Improve Marketing ROI
Improving your online marketing campaigns and optimising how you generate leads are the keys to growing your business.
Optimising your campaigns should be an ongoing endeavor, so pick one or two of these strategies to implement at a time. Non-Stop Digital can help you improve your lead generation results whichever strategy you decide to use. Contact us today so we could talk about how we could further improve your lead generation objectives.
