Online lead generation is a crucial part of any company’s marketing mix. A story in the MIT Technology review recently says that the average American spends 24 hours a week online. EVERYONE’S prospects are online. If you’re not working to increase online lead generation, you’re losing business.
When you do get a productive online lead generation program rolling, you’ll see how having a steady stream of qualified leads from digital sources will change your business.
Here are four online lead generation techniques that we use for clients and they get amazing results. If you’d like to see some examples how far we can move the needle click here to read some of our case studies.
Target your online lead generation techniques
Really knowing who your ideal prospect is and what motivates them to buy is key in online lead generation. You have to really understand what problem your product or service solves for your prospects. When you do that, you start to understand how they will search for your products or services.
Different prospects will have different needs and your product will solve different problems for them. When you understand what those differentiators are you can tailor your online lead generation message to meet the needs of that specific prospect. When that happens, your offer will fit the prospect like a glove and you will get more business.
Don’t sell before your prospect is ready to buy
The number one thing that the internet has changed is how people buy. It used to be that the power in the selling process was all in the hands of the seller. The buyer needed to ti get information from seller to make a purchase decision. Now that everyone has the internet in their pocket, the power dynamic in the Selling process has shifted to the buyer. The buyer doesn’t need the seller to get all their purchase information because they can get it right from their phone. As a result, when you try to sell a prospect before they are ready to buy they push back and you lose them especially in online lead generation.
Using marketing automation to nurture or warm up your leads is a great way to identify when those prospects are ready to buy. By offering content that matches up with the buyer’s journey we can tell when that prospect is ready to buy. That makes the sales process a lot easier. Plus you won’t waste time with unqualified prospects since they will self-filter.
Target your offers and your landing pages
When you make an online offer whether it’s from a call-to-action on a blog post or in a Facebook ad or even in a tweet, that offer needs to be targeted to your particular prospect. When the offer matches the prospect well that helps increase the response rate dramatically.
Landing pages are important because they are a vital link in the chain between your prospect’s interest and purchase. Your landing page is the first page that a prospect goes to when they see some sort of offer from you. The offer can be a purchase, it can be a download of an ebook or other information or it can be a sign up for a newsletter. Regardless of the goal, the landing page should be focused on one thing and that is getting a conversion action completed.
Your landing page should match your call-to-action or your offer. If it doesn’t then people often feel like they made a wrong turn or don’t know what the next step to take should be. Your landing page should be simple and directly focused on getting the user to complete that conversion action. You want to take away all distractions like links to other parts of your site, social sharing, etc. and focus on getting that conversion.
Price is always the last thing that people think about when making any kind of purchase decision. Think about it, if you wanted a cup of coffee and you went into Dunkin Donuts and they were charging $10 for a cup of coffee that used to cost you $2, you would go somewhere else for coffee. People make a decision that they want to do something and then their last step is that they try to figure out if they can afford to do it. So when you can identify when somebody is in that last step around price they are much more highly qualified lead than someone who is not at that point in their buyer’s journey.
When someone is looking for price, most likely they are ready to be sold. So include some content on price in your lead nurturing to be able to tell when someone is ready to buy.
At Peak Inbound Marketing we specialize in generating leads for our clients. We use search engine optimization and targeted content strategies including marketing automation and lead nurturing to generate huge ROI for our customers. if you’d like to find out more click here or call us at 973-770-4668.