As a marketer, lead generation is a word you hear thrown around often. In simple terms, lead generation is the process of filling your sales funnel with prospects who are interested in your business. Any strategy that gets prospects to grant you permission to contact them is a lead generation tactic. Here are five lead generation strategies that you can use to fill your sales funnel with prospects:
1. Offer an Enticing Lead Magnet
Since personal contacts are a very personal thing, not many customers are willing to give out their email addresses and phone numbers. As a marketer, it’s your job to give prospects a compelling reason to give you this information. Offering a lead magnet is one of the compelling ways to get that valuable piece of information.
A lead magnet is basically a good incentive offered to visitors in exchange for their contact information. For instance, you could ask website visitors to join your email list and get a free, downloadable PDF guide, eBook, toolkit, tutorial, inspiration file, report, email course, etc.
The good thing about offering a lead magnet is that it encourages prospects to make small commitments to your business even before they are geared up to make a purchase. Such small commitments are likely to build into larger ones, like ultimately buying your product.
2. Create a Powerful Landing Page
Having a beautifully-designed website is important, but it’s not enough to generate leads. What you need is to create a powerful landing page, which is essentially a page of your website that focuses on a single, specific call to action.
Just like a lead magnet, a landing page is a lead generation tool that exists for one reason only – to convert. It encourages prospects to perform the desired action that moves them further along the conversion funnel, from signing up and subscribing to joining and buying.
When creating a powerful landing page, there are several elements that you must include. They include an attention-grabbing headline, a high-quality eye-catching photo, a brief description of your offer, persuasive subheads, and a form. The most important element of all is a powerful call-to-action (CTA), which brings us to the next strategy for optimizing your lead generation funnel.
3. Build your CTA Strategically
If you were to pack all your conversion intelligence and put it into one tiny space, it would be the call-to-action button. Your call-to-action is perhaps the most important element of a landing page as it’s what ultimately converts visitors to buyers.
When creating a call-to-action, first, you need to ask yourself – what do I want/need visitors to do? Do they need to complete a contact form, watch a video, download a file, or call to set up an appointment? Decide on the action you want the visitors to take and add a clear CTA.
After deciding on the text, you need to choose a suitable color that will make your CTA button stand out. The color should stick out from the background, not blend with it. Aside from the color, you should also consider the size of your CTA button. Be sure to optimize your CTA button size for both desktop and mobile.
4. Integrate Conversational Marketing
Available 24/7 to address visitors’ needs, a chatbot improves customers’ experiences with your brand, giving them immediate attention and answers. Businesses are increasingly using chatbots to offer more personalized and contextualized experiences to their customers and prospects. These buyer-centric interactions mean that prospective buyers can access the information they are looking for quickly, thus, move more swiftly through the various stages of the conversion funnel. It streamlines your marketing funnel by moving customers from discovery to consideration to action in one conversation.
Building a conversational lead generation funnel is about guiding your prospects through each qualification stage in a fun and engaging way. Instantly add value for your prospect, offer a personalized journey and ask qualifying questions in an approachable and friendly way. Just because it’s a chatbot doesn’t mean it needs to be robotic.
The best conversational lead generation funnels are effortless for prospects from start to finish. Think of the most important questions you need to qualify your prospects and add suggested responses whenever you can. This reduces friction and helps drive down your cost per qualified lead. Most important, analyze your conversations to find the biggest drop off points and keep iterating to optimize your lead generation funnel over time.
5. Optimize your contact forms
If you want to improve your marketing conversion rate, you should make contact forms a part of your conversion funnel. It doesn’t take a genius to know that if the main purpose of your lead generation website is to gain leads via contact forms. You should try as much as possible to make the process as simple and quick as possible. The following are some optimization tips to increase your contact form conversions:
- Add relevant fields. Fewer fields are always better.
- Include the right field format, i.e. radio buttons or drop down menus.
- Indicate required fields and optional fields.
- Ensure that the contact form can be easily filled on mobile devices.
Now you’ve gained insights about all the opportunities for lead generation. By implementing the above strategies, you’ll not only optimize your funnel, but you’ll be in a better position to get better quality leads who might convert to loyal customers.