9 core strategies to help you generate leads and develop Marketing »Compa Marketing

Imagine that you meet an interesting stranger at a bar or cafe: you talk for an hour or two and, because you really hit it, you want to jot down his number before he gets home. in the evening. Why? Because you know you need contact information to foster the relationship forward. So if you're wondering how to generate leads, that's the way to go. Whether you're in a watering hole or wandering around the globe, creating leads will gather contact information so you can follow up after that initial meeting.

At this point, you have spent time with your prospect, they have shown interest in you and all that is missing is the ability to nurture regular acquaintances into something more. .

Without leads, you're stuck with nothing but anonymous web traffic, which puts you in a frustratingly passive position: instead of tracking valuable content and deals, You must pass your fingers and hope to transform. Gathering qualified leads is what drives you back into the driver's position in your business by allowing you to attract qualified customers so you can start pulling them in the direction of sale. line. Without leads, your sales channel is empty and no business can survive that kind of dry magic.

But, you are right, creating leads is not easy. In fact, it takes about 6 to 8 times to touch a brand with a web user before creating a viable saleable turnover. That means you need both the bulk and the quality of leads to turn to sales channels.

So, dive in and discover how to generate effective leads with 9 simple tips and tricks.

What is a potential customer?

definition of a potential customer

Leads are potential customers because they have found their way to your website or landing page and, because of their engagement with your content, have shown a good opportunity to become a paying customer. Future.

As a business, when you proactively create leads, you're looking for a target market, serving them quality content, and actively collecting names and email addresses so you can actively stay in touch with people who have shown interest in your brand.

When customers come to your site or social media platform, they remain an anonymous visitor. Web traffic is not like potential customers. That is just the first step.

That's the point at which a contact form is submitted and you collect contact information, that the web visitor becomes the lead's prospect.

Think of a potential customer and whom your marketing campaign will be proactive lead customer journey (sales funnel) and towards buying and then towards becoming a lifetime loyal customer.

Where are the potential customers in the marketing funnel?

Before we get too far, let's imagine a simplified marketing channel with 3 stages: awareness, consideration and decision.

At the top of the page, you are trying to make your web traffic cold aware of your brand (AKA that you exist in the wild). Then, when you produce more content and get them involved, you'll start converting cold traffic into potential customers and invite them to consider what the final points about your business are. and what can you do for them. And finally, lowering in the channel, you will learn in detail about your features / benefits and how you compare to competitors in the market and in that way, you will invite potential customers of yourself to purchase.

As you may know, converting web traffic into leads is probably the most important aspect of your channel. Why? Because it puts you in the driving position and empowers you to proactively serve content and create relationships.

You may have thousands of impressions, but you need to convert them into leads to eventually convert sales. Leads are a key moment in which your customers demonstrate that they care about your product and are ready for a more targeted marketing campaign.

How exactly can you do that? Yes - in some ways, but the email is still number one. In fact, can Rachel Craig and I rank? Claiming, email marketing is the easiest and most effective way for small businesses to convert potential customers into paying customers.

That's why generation leadership and list building are so important to keep your small business growing!

Therefore, in this article, we will focus specifically on how to create leads (after you have established your brand's first impression and impression). Nowadays, it's all about turning web traffic into leads (potential buyers).

Make sure you have a specific goal for your potential customers.

How many potential customers will you directly determine the amount of sales you will have. If you have a 3% conversion rate and want to get 50 new customers every week, then you need to have 1,667 potential customers to achieve the desired conversion.

(Total leads x conversion rate = # of customers)

After you've created leads, it's time to nurture your leads and hopefully take them to the point of purchase. Do not let your potential customers sit on the vine, as we say. They need to be nurtured with content and regular conversation if there is any chance of becoming a customer.

Stand up! Not all potential customers are created equal.

Learn how to increase the value of your potential customers here, so you can be sure that the leads you capture actually lead to business growth.

So what are the lead generation strategies you should consider to effectively increase your prospect list?

Here are 9 strategies for generating leads (that's really problematic).

# 1 - Build a gate, but give them the key with lead magnets.

Lead magnets are any piece of free content that you offer to some free users in exchange for contact information for website visitors. Yes - it's a strategy used far and wide because it really works to engage your audience and grow your email list. And we (passionately) believe that lead magnets are the most basic and effective form of lead generation.

Lead magnets are sometimes referred to as controlled content because customers need to enter contact information before accessing content (behind the portal of the registration form).

Everyone is private. And most people will not provide their personal information for free. However, the second that you provide something valuable that they want to have and you provide it free them because they're willing to give you their name and email address.

Make sure the content you provide in your main magnet will address some of your audience's pain points. The purpose of downloadable content is not to sell your product / service, but to build your email list, so focus on giving value before you ask to pay. re value.

Lead magnets are valuable pieces of content that customers can usually access immediately whether via PDF, web or email access. The most common types of lead magnet content include:

  • EBooks
  • Checklist + tips sheet
  • Basic instructions
  • Spreadsheet + sample
  • Email course
  • Seminor
  • White paper
  • Case study
  • Tutorial
  • Training videos + courses
  • Riddle
  • Free (product samples, free trial, advice)
  • Release preview
  • Sign up for email

For example, creating leads for an individual trainer might involve providing a free, downloadable 7-day workout plan in exchange for your name and email address.

Personal trainer leads magnet Landing page

Learn more about the inner and outer parts of an effective guide magnet here.

# 2 - Dig your feet with a place for customers to land.

Similar to the way sales pages generate sales, the purpose of most landing pages is to generate leads.

Landing pages are used to support advertising strategies. They collect potential customers from a specific marketing campaign.

For example, imagine you are running a Facebook-sponsored ad to promote your webinar. When users click on the Facebook ad, they will be redirected to the webinar landing page. The landing page directs potential customers to enter emails for exclusive access to webinars.

Web advertising and landing page

Make sure your landing pages are specifically designed to capture potential customers at every point of contact. This includes attractive landing page design, compelling copy, social proof and a call to action placed everywhere on the page.

The more landing pages you have, the more opportunities you will generate to capture potential customers.

Do you know?

Small businesses with at least 10 landing pages often see their email list double as fast as businesses with fewer than 10 pages.

Check out some examples of the most innovative landing pages to drive your 2018 lead generation here.

# 3 - Make a mouthwash with blogs.

Oh, do you think the days of blogging for business are over? Think.

Sure, a lot of things have changed in the digital context, but business blogs are still one of the best (most affordable) platforms for publishing content, gaining impressions, and getting visitors. potential goods.

Business blogs still have some benefits because they can:

  • Establish you as a thought leader in your industry
  • Increase the SEO of your web URL (search engine optimization)
  • Increase brand loyalty
  • Encourage traffic to your site

Blogging is also absolutely important for leadership generation. In fact, 69% of businesses attribute success to blogs.

So how can you use your blog to generate leads?

It begins with credibility and ends with a strong call to action.

First, blogging shows you are a worthy brand to join and buy from there. Linda Formichelli and Commusoft very well synthesized: Start now and be consistent. Regular posts show your potential customers that you are reliable and trustworthy so they will come to you when they are ready to buy. They help establish your business as the ultimate source of information in your industry and credibility lend itself to sales.

One of the strongest leads is the use of a call to action on your blog to attach the main magnet. John Doherty, founder and CEO of Credo, recommends going to Google Analytics. Find the five most popular pieces of your content. Then take an hour to create ‘upgrade’ content that you can use as a download. When it works, there's a tracking chain via email.

Basically, this means your blog will give the audience enough flavor to make their mouths appealing but don't give them enough to eat. When they provide you with their contact information, you will provide them with deeper content with a lead magnet such as a downloadable book, sample or guide. Blogs should answer their questions at the platform and lead magnets will solve their problems at a deeper root.

Tip: Don't turn your call to action into a button that takes your customers to another page. Put the registration form directly on the blog itself so they can quickly submit their information without being rerouted.

form turned up

Do not believe that blogging will motivate your potential customers? Take a look at this Spiro case study of Spiro which shows a 50% increase in trial subscribers with blogging as a strategy to generate leads.

# 4 - Make a lasting first impression.

When determining how to generate leads online, you first need to increase the number of impressions and traffic that can become leads. You need to catch oysters (traffic) before you can find pearls (potential customers).

The most cost effective way to do this is by enhancing your SEO (search engine optimization). This means you need to do extensive keyword research on Google and other research tools like Moz or SEMrush.

Added Mallory Cates of Blue Compass, using meta titles, meta descriptions and titles to enhance your SEO value. Meta titles and descriptions appear in search results and are the perfect place to use your keywords to attract readers to your content.

Not sure how to use keyword SEO and other tools? Do not worry, we have protected you. Learn everything you need to know about landing page SEO here.

Another way to get more traffic to your website is paid advertising. This includes sponsored posts on social media and search engines. These are great ways to target relevant web traffic sorted by demographics and interests. This brings in relevant traffic and impressions, which is more likely to generate the leads you need.

Facebook ads are an especially easy way to target the most relevant leads by age, location, interests and more. If you want to learn how to create leads on Facebook, check out Wishpond, H H's article to create qualified leads with Facebook advertising.

Remember that you don't just want high traffic. You want quality visitors to be potential customers. If you catch clams instead of oysters, you will never get a pearl!

# 5 - Host webinars to convert leads into customers.

Webinars are a stronghold for both lead generation and conversion. Customers love webinars because they offer a direct form of communication and value. They feel as if they are gaining access to exclusive information, for a limited time.

Due to the reputation of the webinar, customers are willing to give you their email address to gain access to the webinar. They will do this on a landing page designed to drive webinar signup, which leads to lead.

Later, after the webinar, you can convert your leads into paying customers. If your webinar provides enough value and character, then your customers will be engaged enough to buy or move on to the next step in your sales funnel. Your webinar must end with a link and CTA to the second landing page or sales page so potential customers can move on to the next steps.

This means webinars can become your number one converter. They start by creating leads and end by pushing customers through sales channels. This is one of the fastest leads to improving your conversion rates.

# 6 - Okay (a bit) mysteriously.

Although forms of email capturing are needed, they are also becoming increasingly popular. Some websites have used them to spam people, making users wary when giving out their information too often. Conductive magnets work well because they provide the legal value your potential customers are seeking in return for their valuable contact information.

But sometimes that is not enough. Remember that leadership generation is like dating. There is a bit of mystery and aloofness, and you are more likely to attract your audience or mate. Curiosity may have killed the cat, but it certainly doesn't hurt your copy!

We love this idea of ​​Izaak Crook, director of content marketing at the Applied Academy:

Saying something rather vague will arouse the curiosity of the reader. Try something like, ‘enter your email for surprise.’ Naturally, people will want to know what your surprise is! Then, when you email them, the subject line might be 'Open to your surprise.' The email can then offer something like a small discount, special offer code or open trial. wide range for your product or service.

Note: Although curiosity is a powerful marketing tactic, you don't want to too secret. Trust and transparency are still king, especially in the context of digital marketing today. Use funny questions and slogans to get curious without misleading.

You don't want to let that stranger leave the bar without taking their information but you don't want to give them all you got at the first meeting. Good marketing engages customers' interest and makes them want to know more.

# 7 - Convert every contact into leads.

Whenever someone has a question about your business, product or industry, you have the opportunity to not only answer their questions but also drag them into your sales channel. This includes live chats, forums, help centers, and comments on social media. If someone even asks a question to apply on Quora, your business can answer to prove credibility and authority.

If a prospect or customer is interacting with your business in some way, they have shown some level of interest in your product. Use that interest to create a lead. You can send them to a specific landing page to answer their questions and provide more information with a lead magnet.

That means you need to train your customer service representative to sell. They will be able to answer questions and solve problems and upgrade and sell your consumers.

For example, your customer service team might suggest additional resources that can be found on your blog. Or maybe they promote the benefits of upgrading if customers want more of their current services.

# 8 - Wait, don't leave: choose exit and scroll up.

Web site popups are fully operational and they are a great way to get customer information quickly and easily. Pop-ups are less invasive than they used to be because they appear on the site itself rather than in a separate window.

Purpose popups are a great way to get customers' attention before they leave your screen. They are activated when their mouse leaves your site. This is more of a palace's last attempt. It is a final call to action that gives customers a clear and direct opportunity for further steps.

Popup forms are intended to exit

In fact, a popup with the purpose of escaping could save about 35% of visitors otherwise would be lost to the abyss forever.

Popup rolls are also popular. They appear when someone reaches a specific point on your page. They can work as well as more active CTAs, especially if they are prompted at an appropriate point in the blog or video.

For example, you are reading an article about how to generate leads. When you get to number 8, opt out and scroll through the pop-ups, you may get a popup that encourages you to enter your information in exchange for pre-written pop-ups.

# 9 - Develop your main relationship with automation.

One of the biggest challenges with leadership generation is keeping up with all your potential customers. How do you not only capture but also nurture and engage the leaders who move forward?

Small businesses often make the mistake of trying to maintain potential customers manually. But it's simply not scalable, there's no way you can keep up with all the members of your audience as you grow.

The best way to take your potential customers one step further is to use marketing software that will automate your lead generation activities.

For example, Zapier automates every aspect of your workflow. From creating leads on your website to an email drip campaign for people leading to communications on Slack, Zapier combines all your business departments to create an internship marketing environment. middle. This keeps your lead generation fluent while collecting data that can help you use those leads moving forward.

The main pages not only offer hundreds of professionally designed landing page templates to capture leads, improve engagement and drive conversions, but we also offer integration with automation software. Best on the market. Click here to check out our integration, so you can generate leads with the technology you use every day.

Just as you won't let that attractive stranger leave the bar without taking their phone number, you can't let your potential customers go without taking their contact information. So don't let your lead generation fall to the sidelines.