Are you so happy with your online lead generation program that you don’t need improvement? If so, then move along. This article ain’t for you. If you’d like to get more leads from online sources, carry on.
Asking yourself these three questions will light the way to vastly improving your online lead generation program.
Are you targeting your online lead generation efforts?
Marketing online is really not that much different that old school offline marketing. Sure the media and tools are different, but the basics are exactly the same.
When you break it all the way down, at it’s very base, you are trying to accomplish the same thing with online marketing that you are with marketing via direct mail, radio or even newspaper. You’re trying to entice someone to do something. The thing you want them to do, your goal, could be as simple as click a link, sign up for a newsletter, join a group or make a purchase. But in the end, how you get them to do that is the same whether you’re offline or online.
One way to make that goal a little easier to achieve is to make sure that you are targeting your online lead generation efforts. If you’re selling bowling balls and all your efforts are reaching fisherman, you aren’t going to sell many bowling balls.
So how do you target your online lead generation efforts? Start with your prospect. Define them clearly. Who are they? Are they male or female? If you have a mostly female target, you don’t want to use a lot of sports metaphors in your copy. You don’t need to have a pink, flowery landing page, just don’t use very masculine styles, like a black background.
What are the problems or questions that your target would have about your business? Identify them, answer them and use that content to attract them to your website. These are the first things they will type into the search engine when they are looking for your product or services.
Are you using landing pages?
One of the worst things you can do in your online lead generation campaigns is to just dump your prospects on to your home page. You will have MUCH better results if you create landing pages that match your lead generation campaigns.
Your landing page should be focused on one thing: GETTING THAT LEAD!
Remove all distractions and opportunities for your prospect to interrupt the process of becoming a lead. Remove all navigation, social sharing and any other links from your landing page.
Your landing page should have a benefit laden headline. Tell them what you’re offering them will do for them. Sell them the benefit to them of your service or your ebook. The headline should be direct and strong.
If you’re offering an ebook, use a clear picture of the cover. Include bullets that describe the benefits that the prospect will get from using the ebook.
Have a simple and as short as possible form to collect your prospect’s contact information. Start with a benefit in the headline. Don’t try to collect more information than you absolutely need. Every field you add to your form will reduce the number of conversions that you get.
You can, though, take advantage of a qualification question to ensure that you are getting more highly qualified leads. You could ask a user’s role or title, their industry or their number of employees to help further qualify them.
Are you selling too hard?
If the copy on your website is just selling, selling, selling, then you’re turning off more buyers than your converting. When the first thing you’re saying to a new visitor is “buy” that’s like going on a first date and asking the person to marry you. Who does that?
Instead of selling focus on helping. Create content that helps your prospect with the problems they have that are related to your product or service.
Your website is the very top of your sales funnel so you can fill it with prospects by offering the answers they are looking for. Then you can use other types of content to help move those prospects through your sales funnel and end up with much more highly qualified leads.
Create content that shows that the prospect has an intent to purchase. If your prospect interacts with that content, they’re telling you that they are looking to purchase your kind of products or services.
Save the hard sell for the end of the sales funnel and you’ll find that you are much more successful.