Lead generation is an art: initiating a relationship with your prospective customers encourages them to express an interest in your business’s services. It is important for businesses to have a lead generation plan for developing promising leads.
The lead generation marketing definition may be to attract consumer interest into your product or service, but businesses seeking to expand their client base through lead generation want to attract qualified website traffic and not just overall website traffic. Targeted lead generation marketing strategies angle prospects into your sales funnel as potential leads who have an actual interest in the business’s product or service, along with the ability to make a purchase.
Online leads usually express an interest in a business’s products or services through the completion of an online task, such as filling out a website form or signing up for a weekly newsletter from the site.
For both a large company and small business, lead generation is the most significant challenge today according to 360 Leads. While more than 78 percent of businesses are engaging in some sort of lead generation program, only about 17 percent of these organizations are meeting their goals.1
That’s why it’s important to have a quality lead generation plan. Studies show that sales force follow-up rates on leads nearly quadruple — from 10 percent to 39 percent — when a structured lead generation marketing strategy is put in place.2
Use Web Leads Strategies
Before you can sell your product, you must be noticed by a targeted audience of people who are interested in what you have to offer—potential candidates for your sales funnel. That’s what solid lead generation is all about. Here are a few strategies to implement in order to increase your web leads:
- Identify Your Target Audience —Who is your ideal client? This is who you want to target in order to craft a business to business lead generation marketing plan that resonates. The first step is to learn the demographic of people to whom you are marketing your product or service (these are the people who want or need your product or service). Once you know who your ideal client is, you can determine what solutions they are looking for and where they search for those solutions. It can also help shape the tone and voice of your content.
- Set SMART Goals —These need to be hard goals: specific, measurable, achievable, relevant, and time-bound. This way you can pinpoint problems and input solutions in your b2b lead generation plan. You can do this by analyzing sales and revenue trends from previous years, performing analysis on a regular basis, and outlining your one-year vision.
- Optimize Your Website —By creating website pages with offers and a web form, businesses provide their potential clients with an opportunity for prospects to receive more content in exchange for their personal information. This is a win-win for both the company and the prospect: The prospect receives informative content while the business generates a lead list of individuals who have expressed an interest in the company. It’s also important that all web pages be user friendly — there’s nothing more annoying to a prospective customer than a slow-loading website or missing contact information. Adding personal facts about the company and information about employees may help a lead feel more comfortable contacting your business.
- Offer Quality Content — Now that you’ve prepared your website for lead generation, you need to produce and share content designed to attract prospects to your website. High-quality content is a valuable tool for your website (and one of the most important lead generation strategies). Not only will it provide something of interest for initial web leads (whether it’s a photo, a video, or compelling text), but good content also provides an opportunity for the sales team to nurture a lead down the line using lead intelligence. Plus, Google ranks a site using a variety of factors — one of the biggest being quality content.
- Search Engine Optimization —Your goal is to convert prospects who view your website into viable leads. But first your website has to be found. Use SEO lead generation (content embedded with specific keywords) to direct prospective customers to your landing page or website. Determine key words and phrases that your target audience uses when searching for your product or services.
- Landing Pages — Landing pages serve as the link between the lead and a sale. These standalone pages are designed for specific marketing purposes. They usually have minimal ties to your website, but can be accessed from the link provided in your marketing content (in an email call-to-action or by clicking on an ad). You’ve already piqued their interest enough to convince them to click on your link. Now close the deal with the landing page. Optimize these pages for lead capture by providing quality content and a call-to-action or contact form.
- Social Media — Use social networking sites like Twitter and Facebook , as well as blogging and content sharing sites to connect with prospective and existing customers, direct traffic to your website, and nurture leads. Blogging ranks as the #1 method for increasing traffic, with SEO in second place.3 For social networking, consider directing a large portion of social media time to LinkedIn, a networking site for professionals. According to research conducted by HubSpot, LinkedIn generated the highest visitor to lead conversion rate (2.74 percent), almost three times higher than Twitter (.69 percent) and Facebook (.77 percent).3
While companies have significantly increased their traffic using inbound marketing, they have seen an even greater increase in leads—and in web lead ROI. 92.7 percent of companies using inbound marketing lead generation increase their leads, and 83.9 percent of companies using inbound lead generation marketing increase leads within 7 months. 49.7 percent of those surveyed increased their lead-to-sale conversion rate within the first 7 months.4
Create Your Lead Generation Plan
It is important to have a clear process to maximize conversions of leads to sales. If your company is ready to take a fresh look at its lead generation plan, begin by implementing the aforementioned principles into your strategy for generating online leads. If you’re still struggling to attract leads, consider hiring a lead generation marketing company staffed by a team of marketing experts to provide customized guidance based on your company’s unique needs.
Sprint Marketing, a lead generation marketing agency, can help your business build an online marketing strategy to build your brand, establish you as an expert, and increase traffic, leads and sales. Contact Sprint Marketing today for expert help performing leads analysis and crafting your lead generation plan. Go to www.sprintmarketing.com for more information.