We hear from lots of potential customers that they they are unhappy with their lead generation programs. They get emails, phone calls and in some cases, foot traffic, but they aren't getting the quality and/or quality of leads they would like or their business needs.
It's not uncommon, in fact, recent data suggests as few as 2% of Chief Marketing Officers are happy with their lead generation programs.
Any successful lead generation program has these 5 elements:
1. Landing Page
If you are going to convert website traffic into leads, you need to have a landing page for them to land on and learn about what you are offering. Ideally, this is a dedicated landing page that is specific to the campaign you are running.
Don't make the mistake of using a page on your website that was never designed as a landing page to try and convert leads. We see this frequently and your visitors will often get distracted by other elements around the page such as the menu bar and leave your conversion path.
There are lots of great landing page tools out there. Unbounce and Hubspot are a few of those tools but you can always start by creating a dedicated page in your existing content management system.
Next, you have to have a form that is trackable that helps you capture their contact information. Too often, we talk to people who are missing on hundreds of leads every month because they just put an email address or phone number on their landing page and it's not unique to their lead generation campaign.
As a result, they have no idea when their landing page or campaign is working!
You need to give potential leads a reason to fill out your form. It has to be something of value so that they feel compelled enough to complete the form.
Examples of offers include:
- Free in-home consultation
- Discount on first appointment
- Guide or ebook
The number one issue with most marketing, let alone lead generation, is an ineffective or even missing call to action. That's right, we see lead generation campaigns, advertising and marketing campaigns that have NO call to action.
Even if you have a landing page, a form and an offer, the lack of a clear call to action and one that speaks directly to your offer you will find that you aren't getting a decent conversion rate because your traffic isn't being given a clear direction on what you want them to do.
5. Conversion Tracking
It sounds obvious at this point but if you don't have any way to track how your lead generation campaign is working then you will never be able to improve on it. We've spoken to potential customers who have almost every other element of their program in place but they failed to implement a way to track their success.
The best part is that you don't even have to spend too much money implementing this, if any at all. Google Analytics is free and in a few minutes, you can set up goals and start tracking the success of your lead generation campaign.
Lead generation is often the single most frustrating, yet important element of any marketing strategy.
Both B2B and B2C brands struggle but if you break it down and look at a landing page, an offer, the form, the call to action and the conversion tracking then you can start to see what's working and not working for you.
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