Lead generation is the ultimate goal of most marketing tactics. A business without leads is like a car without an engine. No matter what kind of fuel you put into it, an engine-less car is not going anywhere. In business, without quality leads coming into the sales funnel, the business will come to a halt no matter how great the products are. However generating leads, especially in the B2B space, is not easy.
In the old days of direct sales, lead generation occurred at places like trade shows or with cold calls. Since the rise of the Internet though, many businesses use their websites and inbound marketing campaigns as lead generation methods. Because lead generation is the first step of the sales process, both quality and quantity are important factors. Here are four ideas to bring more qualified leads into your sales funnel.
1) Optimize your website for lead generation.
According to the Nielsen Norman group, visitors will leave your website within a few seconds if they do not find anything of value to them. This is especially true of landing pages. When visitors arrive at a landing page, three items should be obvious:
- What that page is about. If the visitor landed on the page because of a link, then it should match the reason they came to the page in the first place.
- How the information on the page can help them solve their problems.
- How they can access helpful resources, such as subscribing to a newsletter.
2) Include an incentive.
Many marketing pundits suggest that you ask for the visitor’s email address before you give them a free premium. Another strategy, though, is to give them the premium without asking for their email address and include links within the premium that link them back to your website where they must give you their email address in order to get something of higher value. When the free information they receive is valuable to them, your prospects will eagerly give up their email addresses to get the even-higher-value content.
3) Add scarcity to your offers.
Would you like your prospects to respond more quickly to your content giveaways? Add an element of scarcity to your offer. Offer great content (such as an ebook or industry report) for free for a certain time period with a clear and specific end date. When the end date arrives, the free content becomes a regular for-sale product. Make this very clear to the visitors and then stick to your time commitment. When this is done on a regular basis, leads generated will increase because people will know that they have to act the moment the free content comes out, lest they miss the deadline and have to pay for it. (Source: Influence by Robert Cialdini)
4) Add obvious social-sharing buttons onto the web page.
Turn your regular readers into social media ambassadors and your content into lead-generation materials by including social-media sharing buttons on your website. According to MarketingProfs.com, brands with social sharing buttons that create 15 blog posts per month average 1,200 new leads per month. So make it easy for your visitors to share your content with their friends by delivering great content and then making sharing very easy for them.
Are your lead-generation campaigns bringing in the quantity and quality of leads that have the best results for your business? If not, then try the four techniques above. By providing great content you start to build a relationship with your visitors. By adding social media buttons you make it easy for the visitor to bring their friends to your site and by giving them a time limit you create a sense of urgency within the visitors. Lead generation is an important part of B2B marketing. Make sure it is maximized for effectiveness.
Contact KEO Marketing, an award winning B2B marketing agency today to learn more about our lead generation services and how we can help your organization increase sales and revenue.