By Samuel Thimothy, VP at OneIMS.coman inbound marketing agency, and co-founder of Clickx.io, the digital marketing intelligence platform.
Generating potential customers is a challenging but important part of marketing. It is the top priority for every company because it can literally make or break your business.
Statistics say that companies with mature lead generation processes generate 133% more revenue than average. But it’s not as easy to generate good quality prospects. In fact, 61% of marketers (download required) say that generating traffic and leads is their biggest challenge, which is not surprising at all!
To have a chance at success, everything must work together – strategy development, execution, evaluation and continuous optimization.
No leads, no sales. So the question is, how do you go about tackling such an important part of your marketing strategy?
First of all, let me point out a very important fact. Today, your buyers will not be sold to. They don’t want their attention to be bought. They want you to earn it. I want to share the four L’s you should keep in mind when thinking about leads that can help you develop a more effective digital marketing strategy.
1. Lead Capture
When you think about lead generation, you have to wonder what kind of information you need to capture to really understand if this prospect who submitted a form is a qualified buyer.
What you want to do is give serious thought to the process of registering potential customers. See how much information you collect from them, especially when they come to your site for the very first time.
Make that process as simple and easy as possible for them to convert.
2. Lead magnet
When you ask people who land on your site to provide their information, you’re asking for things too soon. It’s way before they’re willing to give you that information freely.
Find out what value you can provide in exchange for their contact information in a form your prospects prefer.
Some examples include an e-book, a webinar, an educational video series, or some templates or tutorials that you can make available to them as an expert in your industry.
3. Landing page
Imagine you are a prospect landing on your website. If you were a visitor surfing the web and landed on your website, would you be overwhelmed by what you saw? When people are presented with too many things to scroll and click through, it creates a lot of distraction, so you want to somehow guide them through the buying process.
Use a landing page with a minimum of clutter, and ask just one request from your prospect or visitor to convert them into a contact you can actually nurture and close.
4. Management score
It’s inevitable that when you have an effective inbound marketing strategy, you’re going to drive a lot of quality traffic, and sometimes poor quality traffic as well.
You want to be able to provide some kind of score for each of the visitors who converted so you can prioritize who is the best buyer you think you can contact and has a high propensity to become a buyer.
Leadscoring lets you determine which marketing channels and programs generate high-quality leads, so you can reinvest your money wisely and make informed decisions.
In the end, having multiple potential strategies in place is much more effective than having just one. Of course, what works for one prospect will not necessarily work for another. But all of these people are potentially interested in doing business with you; otherwise they would not be part of the target market.
Make sure you use an integrated online marketing approach to your lead generation strategy. This can increase the conversion rate considerably.