Quickly Improve your Lead Generation with These 21 Tips
According to Ignite, lead generation is the method of generating interest in your product or service from potential customers. However, 80% of marketers report that their lead generation efforts are only slightly or somewhat effective. Therefore, it is high time to list some tips that will help you quickly improve your lead generation. This blog focuses on social media and blogging for lead generation as well as lead generation fails.
Social media lead generation
The way people consume media has changed and lead generation has changed as well. These days, rather than brands finding the customers, brands must rely heavily on customers finding them. That means utilizing the internet and social media. One of social media’s greatest strengths is that it allows consumers to build relationships with brands. This no-pressure, conversational style has completely changed the way businesses can market themselves.
How to improve your company’s social media lead generation
To push fans and followers past the conversation phase, brands need to improve their ways of capturing leads. Ignite offers the following six tips:
1. Establish thought leadership
Offer your audience relevant, valuable content, and position yourself as a thought leader in your industry or niche. You become a thought leader by identifying your expertise and routinely updating your networks with the latest information, valuable insights, and ideas related to that subject. Once you have proven to be a valuable resource in your given area, customers will naturally be more interested in your products or services.
2. Share links to gated content
Gated content is content that is currently locked away and that is only accessible if you provide the requested contact information. The gate essentially implies that what lies behind it has more value than what could be found for free in blogs or other media updates, so you must ensure your gated content is a tier above the rest. It is effective because it gives brands the contact information of those that are truly interested in their product or services.
3. Run social media ads
With social media’s ability to target highly specific audiences, it has become one of the most effective ways to put your brand in front of those users most likely to convert. It has even gone a step further with ads designed specifically for lead generation, such as Facebook Lead Ads and LinkedIn Lead Gen Ads that work much like gated content.
4. Host a webinar or Twitter chat
These go hand-in-hand with thought leadership and gated content, with the added appeal of live interaction.
Webinars are a great way to wow fans and followers with your insight and expertise and provide an excellent way to promote like crazy. While live, encourage participants to interact and leave questions or comments and make sure to respond to each one. Your response could lead them back to other resources or engage them directly on social media. Webinars work so well because the value is often perceived as much higher than other forms of free content. And the conversion rate reflects that.
Twitter chats work similarly. Rather than a video, you hold a Q&A via Twitter. You provide the topics and a list of questions and invite followers to participate. You can direct contributors to offers or resources on your landing pages or social media accounts to increase lead generation and retention.
Both of these take a lot of work to do well, but when successful can reap big rewards. Make sure you put in the time and effort required to make them worth it.
5. Run a contest
Running a contest can be a great way to use social media for lead generation but it has to be done properly. There needs to be a prize valuable enough to entice users to enter, but for the purpose of lead generation, it must appeal specifically to your ideal customer.
Make sure you familiarize yourself with the different sites’ rules. Also, pick the best strategy for lead generation: encourage fans to click through to a landing page where they must submit limited contact information, which will help you collect more leads.
6. Measure your social media lead generation
No social media campaign is complete without a way to measure success. To measure the right way, you need to start with a goal in mind. To make that goal as specific as possible, set realistic numbers. For example, identify a specific number of leads you want to obtain from social media for that business quarter. While there are many analytics tools that will help you measure the success of your goals, Google Analytics is one of the best.
Lead generation through blogging
Instapage lists that blogging can establish you as an authority in your field, give people an inside look at your workplace culture, and boost your SEO. By crafting posts that educate your customers on your product or service and the industry it is in, you position yourself as a go-to resource in your audience’s time of need. Not only that, the more valuable pages you publish, the more favorably search engines look at your website. As a result, you will attract more visitors via search.
When visitors get to your blog, you want to pull them in, capture their attention, call them to action, and turn them into customers. Before you can capitalize on their customer lifetime value, you have to capture their personal information. Here are twelve tips to improve your lead generation through blogging.
1. Use CTA’s in the text of your blog posts
Call-to-actions are quite underused in blog posts. If you are writing a post, try including a link in the text of your post to a relevant eBook or white paper.
2. Try the Hello Bar or a similar plugin
The Hello Bar (or a similar plugin) spans your page and includes a CTA that helps you drive traffic to landing pages and squeeze pages without being overly invasive. If users are not compelled to click immediately, it follows them as they scroll to read your blog post.
3. Offer your readers exclusive content
As with social media lead generation, tease your readers with exclusive content that can help them even more than free access to your blog can.
4. Offer your readers perks
If you are the owner of an e-commerce website, a great way to generate leads is by offering your blog readers a chance to buy products at a discounted rate.
5. Try a welcome redirect
If you have just created a piece of content that you think will be valuable to all your readers, consider using something called a “welcome redirect.” The WordPress Welcome Direct plugin allows you to direct your website visitors to a lead capture page before they even reach your blog. Keep in mind, this is a more “in your face” tactic, so it can be an annoyance to your blog visitors. Always A/B test it to make sure it is helping your conversion rate more than hurting it.
6. Leverage slide-in CTA’s
You are reading and scrolling towards the bottom of a blog post, when out of nowhere, a box in the lower right-hand corner of the page slides in, inviting you to download the company’s latest white paper. This is a Slide-in CTA with which you can offer some of your most dedicated readers (those who actually make it most of the way through your blog posts) valuable content related to what their reading. Offer more in-depth content related to the blog post that is being read.
7. Blog summary downloads
Not everybody has the time to make their way through a 2,000+ word blog post. Therefore, offer shorter, downloadable summaries in exchange for a name and email, for those who want to get the key takeaways without having to read the entire blog post.
8. Leverage margin banners
Margin banners are a staple of nearly every blog you have read. Most of the time if you look to the right sidebar you will notice a CTA that attempts to get you to download content or sign up for an email list.
9. Reach out to influencers
This one requires a little more effort on your part. First, you need to identify influencers in your industry. Second, you need to put in the effort to engage them. Like their content on Facebook, retweet it on Twitter, and comment on their blog posts. Make yourself recognizable to them. Third, reach out to them in a way that no one else does. Influencers get thousands of emails a day asking to promote a brand, product, or a blog post. Keep your tone friendly and relatable to increase the chance that you get a positive response.
10. Answer comments with CTA’s
The comments section of an article is one of the best places to generate qualified leads. These people care enough about your content to engage with your brand. If someone asks you for more information on a particular point in your blog post, answer it with a well-thought-out comment. In addition, you should include a CTA to a landing page where they can download an eBook or white paper to get more information.
11. Time-delay pop-ups
After a person has clicked through to a blog post, time-delay pop-ups jump out with phrases like “Join our email list!” or “Download our marketing report!”
12. Employ the use of exit pop-ups
Some of the web’s most prolific marketers employ the use of exit pop-ups to do everything from gain Facebook fans to generate leads.
What NOT to do in terms of lead generation
Doug Davidoff has reviewed hundreds of lead generation programs and he wants to share the three core reasons why so many lead generation efforts fail and how you can fix it. You can learn from these as well!
1. Lack of clear segmentation
When you send emails to the people in your database, do not send the same message, at the same time, in the same way to everybody in that database. This approach is a highly ineffective. Create a clear process for segmenting your database. Identify key categories to build a segmentation strategy. This approach enables you to create a virtually unlimited number of cohorts to deliver, customize and contextualize the messages and the actions your readers take.
2. You are focused on sales
Lead generation and selling are not the synonyms. If you think of revenue generation like a complex manufacturing process, selling represents the finishing portion while lead generation is the initiation. When you are selling, remember that you must cross two thresholds. The first is the “why should I talk to you” threshold. The second is the “why should I buy from you” threshold.
Would your market pay attention to you if you had no product to sell? For lead generation to work, it must create value for the prospect. Actions and communications must be valuable whether or not a purchase occurs if you want them to create value. If you want to create more demand, increase your growth rate and lower your costs of growth. Stop selling so much.
3. Poor sales process design
The vast majority of sales processes are not designed to work with strong lead generation. Usually, if you make a request for contact, the sales process begins like this: blah, blah, blah, about me, we do this, we do that, tell me how it would help you to benefit from my product/service?
The best prospects are looking to learn more. Great lead generation gets you the opportunity to connect with prospects earlier in their journey. If your sales process is not designed with this in mind, your salespeople will hate the leads that marketing creates, and marketing will get frustrated by your sales team’s inability to successfully manage the leads they have worked so incredibly hard to create.
Tips and resources for improving your lead generation through social media
As you have noticed, marketers and entrepreneurs struggle with social media lead generation. In my blog Tips and resources for improving your online lead generation, I list some more tips and resources that can help you improve your lead generation through social media, your website or your blog.
If you need your lead generation efforts in more than one language, we should talk. I am a translator, so I can help you. Thanks for reading my blog and please do not forget to share it!