Online lead generation campaigns can be fraught with missteps that can derail your efforts and send your whole campaign crashing to the ground. Be sure that you stay on the path of the righteous and avoid these 7 deadly sins of online lead generation campaigns.
Deadly Sin #1: Discounting The Value of Social Media
Don’t fall into the trap of thinking that social media won’t help your online lead generation campaigns. A recent stat from the State of Inbound Marketing 2012 states that “Social media has a 100% higher lead-to-close rate than outbound marketing.” When was the last time anything gave you a 100% increase? Social media works if you work it.
There are many different social media channels that you can choose from and in most cases you should be using multiple channels. If you’re not using social media yourself, you must start now. You need to understand each channel and how it can work for you. The best way to do that is see it from the inside.
Deadly Sin #2: Using Your Homepage as a Landing Page
Repeat after me, “My homepage is not a landing page.” If you’re sending your lead generation prospects to your homepage you’re shooting your conversion rate in the foot.
When you don’t use a landing page that is dedicated to and echos your offer and call to action, you put the user in a situation where they will lose focus and you will lose the conversion.
Your homepage probably has over 30 different things that can be clicked. Each one of those clickables diffuses your prospects attention and takes away form your focus of getting that conversion.
Every offer and call to action combination you have needs its own landing page to maximize your online lead generation campaign’s performance.
Deadly Sin #3: Creating Content Without a Call to Action
Every piece of content you create must contain a call to action that moves the user to convert and become a lead.
When creating your call to action make sure you focus on the benefit to the user of whatever it is that you are offering. Benefits get clicks.
Deadly Sin #4: Promoting Features Instead of Benefits
When trying to generate leads you will have much more success promoting benefits over features.
What’s the difference? A feature is a description of something. For example, if you’re selling basketballs, a feature of basketballs might be that they’re perfectly round. The benefit is that they bounce perfectly making dribbling very easy for you.
Always think about the prospect and how your product or service can help them.
Deadly Sin #5: Making Your Form Too Long
Now that you have a landing page you need to do everything you can to maximize that conversion rate. The landing page’s sole purpose is to turn your visitors into leads.
One of the most important parts of the landing page is the form you provide to that the user can enter their information.
Keep your form as short as possible. Every field you add will reduce your response rate by 5%-15%. So the fewer fields the better.
Don’t get bogged down trying to collect demographic information there are many places to get that. Get the bare minimum of data and you’ll have a much better conversion rate.
Deadly Sin #6: Not Targeting Your Online Lead Generation Efforts
You may be thinking, “The internet is so big and everyone can and should be using my product.”
While both of those thoughts are true there is a third one that you should consider, even online everything is targetable. In fact digital marketing makes targeting much more accurate because you can target by people’s actions and their intentions.
When some one indicates that they are actively looking for an answer via a search engine, you need to be there with the answer to their question. Their questions will also indicate which buying stage they are in. So be there with the answer to their questions and you’ll get the lead.
Deadly Sin #7: Not Turning to a Professional
Why reinvent the wheel? You’re probably so busy with actually running your business that you’re likely better off bringing in an inbound marketing professional.
The digital world changes almost daily and it’s impossible to keep up with all the changes unless that’s what you’re doing full time.
If you’re handling the lead generation campaign yourself, have an inbound marketing pro come in and review what you’ve done and make recommendations for improvements. They can also point out some online tools that will make your life a lot easier.
So there you have it. The 7 deadly sins of online lead generation campaigns. Avoiding these will get you heavenly results, guaranteed.