Generating leads - both high in quantity and quality - is a marketer’s most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective.
So what goes into a best-of-class lead generation engine, better than the system you're using right now? From a tactical perspective, the best lead generation campaigns need four crucial elements to make inbound leads happen:
Lead generation works best when creating a campaign that integrates these four elements in a way that entices potential leads to convert by providing you with a piece of useful information like their email address, company name, phone number, or all of the above!
Here are our top 5 lead generation tips when creating a lead generation campaign:
1. Make high-value content offers
When creating a content offer, make sure it’s something people find high in value! You might have great blogs, but a 250-word thinkpiece won’t inspire people to give you their information like a high-value content offer will.
High value offers include ebooks, whitepapers, free consultations, coupons, product demonstrations, and anything else your customers will find so valuable they're willing to give you their information in exchange for it.
2. Promote your call to action on product pages
If a customer is browsing your product pages, they’re probably already interested in what you have to offer! Include your call to action pointedly at the bottom of product pages and the customer is more likely to click.
Offer a free trial for a software product, a free demonstration of a technical product, or a free assessment of the customer’s current version of the product.
3. Remove the main navigation on your landing pageWhen you’re trying to get a customer to fill out the form and convert as quickly as possible (before they change their mind!), it’s important to remove all distractions. Remove your main navigation buttons and any other page elements that distract from the offer and form.
4. Don't use the word "submit" in your form
We’re cringing just thinking about the word “submit.” People don’t want to “submit” their information. Save “submitting” for job applications and sweepstakes entries.
Instead, remind the customer of the value they’re receiving by providing their information! Say “Click here to download your eBook!” or “Take me to my checklist!” to reassure the consumer they made the right choice in providing information in exchange for value.
5. Testing testing testing
Bad news – you probably won’t get your first lead generation campaign right the first time… or the second time or the third time. That’s why it’s important to track and test your formats!
Track which distribution channels give you the most content offer downloads. Do most of your leads come from Facebook? Maybe a certain product page? Or a specific blog? Focus on these channels as your primary lead generators!
Try different forms. Which gets more downloads – one where a lead fills out their phone number or one without? If you shorten the space between form sections, do you get better leads? Play around with format and design to see what works best.After testing different lead generation campaign methods, align your results with your goals and adjust your campaign as needed. The more you do it, the better you’ll get at creating the perfect campaign the first time around!
Like these lead generation tips? Good news! We have even more for you!
Click the button below to download your free copy of our newest eBook, "30 Lead Gen Tips, Tricks, and Ideas."