Many websites are poorly designed, and effectively serve as “anti-lead generators”,
turning people away instead of luring new prospects. Jargon-filled sites are tedious,
intimidating, and/or boring—and therefore off-putting. If visitors don’t understand what
you do or what problems you can solve for them, they will quickly move on…and go
elsewhere. So it is of utmost importance to be well-versed in lead generation tactics.
Online companies can boost their quarterly revenue with a cold e-mail strategy using a
premium SaaS like LeadMachine.AI. Remember, it’s not just quantity; it’s
quality. Massive campaigns are pointless if they have low conversion rates. Note that
The top advertisers have an average 5 to 6% conversion rate and the top 10% are
hitting over 10%. Let’s look at some helpful ideas for lead gen campaigns.
First, figure out how to maximize click-through-rates. Unless you’re one of the very top
advertisers, there’s a ton of room for conversion rate improvement. Writing better ads is
sure to raise your CTR above the expected average, giving your Quality score a boost
—which means: putting you in a much better light for Google’s AI
While presentation is very important, pay attention to content more than just
cosmetics. Focus on substance rather than on mundane things like simply changing
button colors, thumbnails, or font types. Be sure to show what you have to offer is
unique and has real value. What sets you apart from the competition? Why are you so
different from all the other alternatives on the market?
Once you’ve refined your pitch, and have successfully conveyed your message, it’s
worth considering some other tactics that have proven effective for generating leads.
Let’s look at five of the most important.
Give offers that are superior to the competition’s. Compose more enticing “special
deals”, free trials, complimentary consultations, subscriptions to news letters, etc. This
is far more meaningful than your typical, run-of-the-mill optimizations. Find something
non-committal that people can actually use; without asking them to take all the steps of
downloading, installing, etc. Small adjustments will beget small results. Special deals
can include complimentary consultations. They might also incorporate free
subscriptions, or access to useful webinars
A lead generating webinar is typically offered free of charge. Because it requires
registration, you can collect basic information on a session’s attendees. Like its offline
cousin, a webinar should be educational; not a thinly-veiled sales pitch. The key to a
successful webinar is to select topics that are of great interest and value to your ideal
target client. Over time, attendees come to trust you, and will be more likely to consider
you when they have a relevant need.
It is preferable that you share customer testimonials at the bottom of web pages and/or
e-mails wherever appropriate. This is more effective than having a dedicated
“testimonials” page, as readers will see them more often…even when they aren’t
specifically looking for them.
Mixing glowing testimonials into other content means that visitors don’t have to intentionally look for them to become aware of the stellar reputation that your company has already earned with its current customer base. All the while, be sure to maintain engagement with prospects until they are qualified and ready to bite.
Re-marketing plays a significant role in lead generation; as it enables you to tag site visitors and get back in front of them as they go about their business—checking their email, watching YouTube, searching Google, hanging out on this or that social media platform, or even just browsing the web. Re-marketing amplifies the effect of all of your other startup marketing activities – content marketing, social media marketing, etc.
It does this by positioning you in front of your audience again.
Re-marketing also helps turn abandoners into leads. This is pivotal to any lead gen effort—considering 97% of people will leave your landing page without converting. Also note that re-marketing using the Google Display Network gives you extensive reach in the U.S., across millions of websites, videos, platforms, and devices.
A proven way to get on your prospects’ radar is to buy your way onto search engine results pages for relevant keywords. This technique gives you greater control over the keywords with which you want to be associated. This is the strategy behind PPC (pay per click). As the name implies you only pay when someone clicks on your link.
PPC leads are often of higher quality because the prospect is often searching for a specific solution. In addition, PPC is completely trackable and typically less expensive than traditional print advertising.
Blogging is probably the most effective driver of leads to your website. Because a blog allows you to create a wide range of keyword-laden content (that is: provide cat-nip for web-crawlers), it can draw a lot of qualified prospects to your website. You can promote your blog posts on Twitter, LinkedIn, and Facebook. Without a blog, your SEO efforts
will be handicapped.
To summarize: captivating content, great special offers, well-placed testimonials, remarketing, PPC, and blogging all contribute to super-charged lead generation. Avail yourself of all these tools, and your businesses is guaranteed to generate more business.
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