How do you think about your business website? Do you see it as a sales brochure? Someplace you can tell people to go to get information about your business? Wouldn’t it be much better if your website was generating leads for your business every day?
So how do you get started turning your business website into a lead generation website? Here are 3 simple steps.
Lead Generation Website Step 1: Target Your Ideal Prospect
If your goal is to attract everyone to your website you’ll end up attracting no one. Targeting online begins with clearly defining your ideal prospect. Different prospects will have different needs and problems that you can solve for them.
Effective lead generation strategies start with targeting. When your prospects feel like your help and answers meet their needs well the entire lead generation process becomes smoother and you get better results.
It’s important that you maintain your targeting throughout the entire lead generation process from attraction to closed sale. You may need two or three separate paths for your various prospects. Each path should fit like a glove for each individual prospect. If you lump them all into one bucket, you lose the connection between the prospect’s needs and your solutions.
When it comes to the targeting on your website, your content is the first touch point. Most people who come to your website have found an individual page in the search engine results when they searched for an answer to a problem they have. This is the top of your lead generation funnel.
When a prospect indicates their problem by coming to your website and specifically to content that is related to their problem. So they are self-targeting for you. Take advantage of that and offer something of value to them that is focused on that same subject. You can offer a helpful e-book with more detail and advanced helpful information. Do not try to sell them now. They are not ready to buy.
This the first lead generation technique. Moving your prospect from targeted content into a targeted lead nurturing funnel that identifies when that prospect is ready to buy.
Lead Generation Website Step 2: Use Lead Nurturing To Understand When Your Prospect Is Ready To Buy
The most important part of lead generation for businesses today is understanding when a prospect is ready to buy.
The number one thing that the Internet has changed is how people buy. It used to be that the sellers held all the power in the buying process because they had all of the information that the buyer needs to make a purchase decision. Now buyers do all of that research on their own. The result is that they push back when you try to sell before the buyer is ready to buy and you lose them. So identifying when they are ready to buy is crucial to an effective lead generation process.
The best way to understand when a prospect is ready to buy is to have them tell you where they are in their buyer’s journey. So we are going to build a lead nurturing process that helps us understand when that prospect is ready to buy.
Every prospect who comes in through lead generation is going to go through a buyer’s journey as all people do with any purchase.
The three stages of the buyer’s journey are awareness – I have a problem I’m looking for a solution, consideration – I am evaluating vendors to solve my problem, and decision – I know my problem and I have chosen my vendor and I want to see if I can afford it.
When they get to that decision stage that’s when they are ready to buy and it’s time for a sales conversation.
Lead Generation Website Step 3: Plan, Execute, Evaluate and Adjust Strategy
Even the best lead generation strategies will not be successful if you try to wing it. Lead generation ideas work best when they are planned, executed, evaluated and when you adjust your strategy based on your results.
Make sure that you have established metrics that you can track to evaluate your lead generation strategy. Start with top-level metrics like the number of leads generated each month and increases of website traffic to your lead generation content. Track these each month and evaluate them each month.
As you get more advanced and build a lead nurturing funnel, you can evaluate each stage of your funnel and the individual efforts of that funnel. Sometimes the devil is in the details. Small tweaks can have a great effect on the overall process. But you won’t know if you are not tracking and evaluating.
Even if you just start with small parts of the lead generation process, you can still benefit by doing so strategically.
If you are looking for guidance with turning your business website into a lead generation machine, call us at Peak inbound Marketing (973) 770-4668. We can help.