There’s nothing more frustrating than spending all that time and effort developing and executing an online lead generation campaign and getting less than stellar results.
Here are 3 simple steps that will ensure that you have a successful and productive online lead generation campaign, one that certainly does not suck.
1) Target Your Campaign
Yes the digital world is big and broad, but it is still very targetable. First you need to identify your ideal prospect. Even if your product is used by a wide variety of people, they all fall into groups of people with similar characteristics. Each of these groups have separate sets needs and problems that your product can meet and resolve.
Look at your existing customers. There are probably three or four distinct groups that make up the majority of your customers. If you sell to business, group them by functional title.
You be able to paint a picture about their business life and also some of their personal life. this will allow you to really flesh out a description of your targeted prospect and help you really understand what will motivate them to act and become a lead.
Simply answer these questions to create a complete profile of your perfect prospect. If you’re not sure about the answers you can create an online survey and ask your existing customers to fill out the survey.
What industry is the their business in and how so they measure success in their job function?
Define their demographics. Are they usually male or female? Are they younger or older? Are they married? Do they have kids? What kind of education do they have?
What is their typical work day like? What kind of issues and problems do they have do deal with on a regular basis?
What kind of skills does their job require? What tools do they use in their job?
Who do they report to? Who reports to them?
What is their company’s product or service? Which industries do they serve?
How many employees does their company have and how much revenue do they generate each year?
What is their biggest business challenge?
Where do they get information about their industry and their job? Which publications or blogs do they read? Which associations and social networks are they members of?
How do they prefer to interact with vendors, by phone, email or in person? Do they use the internet to research vendors and products? If yes, how do they search for information? Do they just use Google or are there industry specific sites that they use.
Once you have these questions answered, you’ll have a very clear picture of who your ideal prospect is and how you can attract them and solve their problems with your product.
2) Create Content That Solves Problems
Now that you have identified your ideal prospect, you need to attract them to your website. Focus your content on solving your prospect’s problems. Be a resource that delivers answers. Be an authority on a subject that is keeping them up at night.
When you can solve a problem for your prospect, you will move them into your sales funnel.
- Your initial content will attract the prospect. We call this the awareness stage of the prospect’s journey from visitor to customer. This content will make them aware of you and also show them that you know how to solve a problem that they have.
- Your initial content should contain no sales pitch for your company or its services. The awareness content should be 100% focused on delivering information that solves the prospect’s problem.
- You should include a call to action at the very end of your content. That call to action will offer the prospect another piece of content that solves a related problem or offers more advanced help for the same problem.
- The call to action should stand out from the content. You can make sure that it does by using contrasting colors. So if your original content is a blog post with a white background, make the call to action a dark color.
- Use a short headline on your call to action. That headline should be a clear benefit for your prospect. Tell them what the next piece of content will do for them.
- Include a button on your call to action. A button instantly conveys the idea that they should click the call to action to get what you are promising them. The button should be a contrasting color from the color you have used on your call to action and it should also have some benefit as the text on the button.
Execute this properly and you will be moving prospects from your content to your landing page in no time.
3) Use a Landing Page That Gets The Lead
You’ve now targeted your lead generation campaign, created content to attract your ideal prospect and gotten them to click your call to action. You’ve got them in the sales funnel. Now you just have to convert them to get their data and turn them into a lead.
First, you must use a dedicated landing page. Do not just send the prospect to your website home page or a contact us page. They must go to a page that is focused on getting that conversion.
There are certain things you can do to make sure your landing page is focused on conversion.
- Remove all navigation. Every link you have on the landing page will reduce your conversion rate because it will decrease the share of attention that your form submission button gets. If you have the form submission button and four other links the user can click, the share of attention of the form submission button is 25%. Why go through all this work and give the user a 75% chance they will do something other than your goal, conversion? That’s shooting yourself in the foot.
- Make sure the landing page echos your call to action. Use the same colors, words and images you used on your call to action. They clicked the call to action because they liked what you were offering and how you presented it. Make sure that they don’t feel like they made a wrong turn when they get to the landing page.
- Reinforce the benefits. Every time a person gives up data in exchange for information, they weigh the transaction in their head and ask themselves if what they are getting is worth what they are giving up. You can convey the value of your offer by letting the user know what it will do for them.
- Use a short form. No one likes filling out a form and certain data requests are real stoppers. The shortest possible form will work best. There are so many ways to get data today that there is no reason to ask for many different data points on your form. Every field you add will reduce your response by 5-15%.
These three steps will make sure your online lead generation campaigns don’t suck. Follow them and you’ll be much further down the road to success. If you have any questions or tips, please add them in the comments area below.
Here’s to your next successful online lead generation campaign!