Online lead generation takes strategy just like any other marketing effort you execute online or offline. Just slapping a form on your homepage won’t yield great results.
Here’s how to build an online lead generation strategy that will skyrocket your results.
STEP 1 Define And Target Your Audience
Defining and targeting your audience is the first and most important step in your plan to increase your online lead generation. Start by developing detailed personas for each of your categories of prospective buyers. A great place to start this process is by looking at your existing customers. Are they all CEOs of small manufacturing companies or are they IT Directors in the Saas industry?
You need to really get into the heads of your personas and find their needs and problems that your products can solve for them. Then you can do keyword research using Google AdWords and other tools to identify search terms that your personas will use to find solutions to their needs and problems.
This allows you to target your efforts to those prospects who are most likely to want your products and services. When your efforts are focused and targeted your results will be much better and much more efficient.
STEP 2 Be There When Your Targeted Prospects Come Looking For You
You will produce content that addresses the needs and gives answers to the problems of your targeted prospects. The content can be anything that informs your prospect about the expertise that you can bring to them. The content can be blog posts, videos, slideshows or even images, anything that can communicate to your targeted prospect. Don’t make it salesy, make it informative.
If your content is targeted to your keywords then your prospects will see it in the search engines.
STEP 3 Keep The Content Informative, Not Salesy, But Have a Call To Action
We’re going to use the content you produce to move your prospect painlessly through the sales funnel. Your content should always be informative. Save the sales pitch for further down the funnel.
These days customers don’t want to be sold, they want to find you when they need you. Informative content helps the prospect figure out that they do need you and your product. It also helps position you as an expert on solving their needs and problems.
So how do we sell them if we’re not selling them?
We give them informative and useful content and at the end of that content we have a call to action that moves the prospect into the funnel and on to a landing page.
STEP 4 Make The Landing Page A Conversion Machine
Make sure your landing page is focused on one thing, getting the conversion.
- Take any website navigation off the landing page. You don’t want them getting distracted. You want them filling out your form.
- Make your form shorter. Unless you’re only asking for the prospect’s email address your form is too long. There are many ways to get all that other data that you “need”. Don’t lose a conversion because you asked for a phone number.
- Restate the benefits to the user of whatever you are offering on the landing page.
The landscape for lead gen has dramatically changed over the past few years. But if you follow these 4 simple steps to increasing online lead generation I guarantee that you will generate more leads online.