If you’re an entrepreneur, trying to increase website sales leads through specific lead generation tactics is probably near the top of your priority list right now. But with so many digital marketing tactics out there, it can be hard to figure out which one works best. Here are five quick ways that actually work to optimize your website for lead generation. Give these tips a try and watch your leads and sales roll in!
Why is lead generation so important?
Lead generation is important because it’s how you can best spend your time and resources. If you spend all your time prospecting and very little time talking to clients, you won’t have a business for long.
Lead generation will give you a steady stream of leads so that you can focus on serving those leads and making sales. If lead generation is something that interests you, then read on! I’ll share with you four simple ways to generate more leads using your website.
Why is lead generation so hard?
Generating leads from your website isn’t as easy as it sounds, but there are some simple things you can do to optimize your site for lead generation, increase your conversion rate and ultimately boost your bottom line. In this article, we’ll go over a few quick tweaks you can make to improve your site’s functionality and help you generate more leads.
It’s a common question that anyone who sells a product or service is bound to face: How do I get more leads?
While you might have a few standard answers, such as increase website traffic or try paid advertising, those answers alone won’t be enough to generate substantial results. In fact, you’ll likely struggle to improve your lead generation if you don’t know exactly what makes sales leads so difficult for your business.
The first step in increasing your lead generation rate is simply understanding why it’s been hard for you to get quality sales leads in the past. Once you’ve figured out where things went wrong and how to fix them, then there are proven ways that can help.
For example, improving website conversions will lead to generating more leads from your site. That’s easier said than done though, because it requires a careful analysis of all points along your buying cycle and creating solutions for each point of friction along the way.
We’re going to look at three quick ways you can optimize your website today to boost conversions and turn visitors into buyers – all with minimal effort required from you!!
4 Ways To Generate Leads
It’s obvious that generating leads for your business is a necessary part of marketing—but why exactly is it so important? What do leads actually mean, and how can you go about generating them? After all, any old Joe can walk around downtown and ask people if they’d like to buy a vacuum cleaner.
How hard could it be to get people to fill out a contact form online?
Here are some quick tips on how to generate more leads from your website:
(1) Make sure you’re optimizing your site for search engines
(2) Think about integrating other forms of digital marketing into your strategy
(3) Post regular updates that will engage your target audience
(4) Don’t treat lead generation as an afterthought. If you want to make sales, you need leads!
Find your target audience to generate leads
Before you can generate leads from your website, you need to know who your target audience is. Without knowing exactly who you’re trying to attract, it’s impossible to design a plan that will actually convert visitors into leads. In order to get more leads on your website, have a clear understanding of your target audience.
Make a list of everything that they would want in a product or service and try to come up with ideas on how you can provide that in a way that fits their needs. Also, by defining who your target audience is, it will be easier for you to see if they are seeing what you want them to see when they visit your site.
If you are having trouble identifying your target audience, take some time to do some brainstorming sessions where you write down answers to questions like:
What problem do I solve?
How does my value proposition compare against my competitors?
What value do I offer my target customers? Do I really understand my customer base?
Think about all aspects of your business—from sales funnel strategy to customer support—and narrow down which audiences you should focus on. If necessary, look at other businesses in similar industries as reference points for how they approach targeting customers.
What is their pain point?
Before you can effectively help solve a problem, you have to really understand it. Finding your target audience’s pain points will allow you to tailor your message and digital marketing strategy to their specific needs.
Answering questions like:
What makes people frustrated with their current solutions?
How can my product fix those problems?
Will help you better understand what they’re looking for. (Hint: It won’t be another one of those free ebooks that fill up your inbox.) If you’re not sure where to start, check out tools like survey monkey or even Google Forms – they’ll help you quickly gather insight into potential pain points.
What Do They Really Want?
Many marketers focus too much on features when selling their products, instead of benefits. For example, if you’re selling gardening supplies, consumers want to know how using your product can improve their lives in some way.
Focus on highlighting these benefits when writing about your products so that readers are more compelled to buy them! For example, talking about how easy it is to plant seeds in our garden bedding versus saying our soil comes pre-mixed with nutrients is a major difference in terms of drawing leads. While they both technically talk about our product, one is more persuasive than the other.
Write compelling copy that taps into this pain point
In general, marketers want as many leads as possible to click on a call-to-action. However, it’s important to be strategic about which call-to-action you use and where you place it. U
se an aggressive call-to-action for a high priority lead generation goal and less aggressive options for secondary goals. Likewise, if you can’t measure a conversion from a particular call-to-action, take it off your website.
The time and money you spend generating those leads is better spent elsewhere in your digital marketing strategy. For example, if you’re trying to promote lead generation by cold calling or direct mail campaigns—these will usually cost much more than other lead generation tactics that are available through email.
Consequently, consider only placing higher investment CTA’s on your hot landing pages rather than simply sticking them throughout your entire site. Remember, without quality content driving relevant traffic—you’re left with nothing but leads that generate little value or revenue because they aren’t aligned with either of these metrics.
Investing efforts into web pages that are designed to build long-term relationships with potential customers should always outweigh sales focused initiatives aimed at getting quick sales online.
The AIDA Model To Generate Leads and attract customers
Effective lead generation is like selling; you need to know your audience and what they want. The AIDA model of sales—Attention, Interest, Desire, Action—works on your website as well.
If you’re new to how it works or need a refresher, here’s how it goes: Attention (make sure you grab them) –> Interest (give them something that piques their interest) –> Desire (make them want what you have to offer) –> Action (walk them through an easy purchase).
Following these five steps can help generate more leads on your website. Once you follow these steps, all that’s left is action!
What Is The AIDA Model?
AIDA stands for Attention, Interest, Desire and Action, and is a basic framework for marketing communications. AIDA outlines a four-step process to encourage engagement with your product or service: Attract attention with an arresting headline about what you’re offering.
Catch people’s interest by emphasizing how what you’re offering can solve their problem or improve their lives. Generate desire in your audience by painting a vivid picture of how great things will be once they have your product or service. Close with action points–what can they do next? How much does it cost? Can I call now? — so that it’s easy for people to take action and buy from you.
Be Strategic with Call to Actions
Calls-to-action (CTAs) are an easy and effective way to get visitors to do what you want them to do on your website. However, just placing a Buy Now button next to your product or service isn’t going to produce any leads.
You need to be strategic about where you place CTAs and what you make them say if you want people take action and convert. Just throwing a generic Buy Now CTA at random points in your content is like walking into a bar and shouting: Drinks for everyone!
You’ll turn some heads—but probably not in a good way. Be strategic with your CTAs; that’s how digital marketing strategy should work. After all, you don’t want anyone wandering away from your site unless they’re ready to purchase something.
Which leads us nicely onto…
Here’s What Really Works for Lead Generation on Your Website
There are two things that actually produce measurable results when it comes to lead generation through your website. These are known as conversion optimisation (or conversion rate optimisation, CRO).
If you can understand these techniques well enough to apply them effectively, you can confidently walk up to any bar—or rather click anywhere on your website—and know exactly what will happen before it even does.
So what is CRO?
It’s essentially ensuring every part of your online presence works together efficiently so users interact with each element as much as possible before converting.
CRO stands for conversion rate optimization. It’s a general way of saying that you’re optimizing your website to generate more sales. That said, there are lots of ways to go about CRO, but they generally follow one of two models: top-down or bottom-up. With a top-down approach, you might use big testing ideas—like making your home page picture larger—in order to make changes on a broader scale.
With a bottom-up approach, you might use little testing ideas—like making your CTA button 1px wider—in order to make changes on a micro level. You can mix and match these methodologies; it depends on what kind of results you want (and where) in your website.
But ultimately, it all comes down to getting visitors to take action—whether it’s signing up for an email list or filling out a contact form. This is called conversion. And anything that gets people closer to taking action is considered part of CRO. You’ll often hear talk in SEO circles about technical SEO (sometimes also called on-page SEO) and content marketing. They both rely heavily on CRO principles.
Optimize The Right Landing Pages
A landing page should be specific to a single goal, such as lead generation or product sales. Don’t put a link to your homepage on your lead-generation landing page. People don’t need an introduction to you and what you do—they just want to know why they should care and how you can help them solve their problem.
Be clear and concise about what they’ll get in exchange for their information. Keep it short and sweet, with only two or three main points that support your call-to-action (CTA). The more work people have to do to find what they’re looking for, the less likely they are to stay on your site—and fill out a form in order to download something from it.
Create Specialist Landing Pages
When it comes to lead generation, one of your most powerful weapons is landing pages. If you want people to fill out a form on your website or give you their contact information for marketing purposes, then you’ll need some type of lead generation landing page.
With just a few tweaks, you can ensure that these landing pages are pulling double duty as both lead generators and conversions machines. The basic concept behind lead generation landing pages is simple.
You have two different kinds of potential customers: those who are ready to buy now and those who aren’t quite there yet.
Whether they know it or not, they’re shopping around. There are tools out there that claim to take all of the guesswork out of getting leads for your business, but typically all you get in return is something that’s barely better than trying to market through Google AdWords without any experience.
Don’t waste money on expensive software if all you’re looking for is something to capture leads – set up a page with good call-to-action buttons (CTA) instead!
Make sure when someone lands on these pages they know exactly what’s expected from them when filling out your CTA forms – make it clear what you want them to provide in order to take advantage of whatever special offer, product announcement or promotion you’ve included.
Say Hello To Website Visitors
If you’re looking to get more leads on your website, it’s important to realise that your potential customers are visiting your site as a means of shopping around for a solution. In other words, you don’t want to come across as salesy or desperate—just friendly and informative.
Think about how you would feel if someone else tried to sell their product or service right after you made a purchase. Would that push your buy button? Probably not. Instead, think about what information would have been helpful for you before you made a buying decision—and try to share that with visitors on your site.
Choose Your Marketing Channels Wisely
And while Facebook and Google certainly have their advantages, B2B companies may find that LinkedIn is a more effective platform for lead generation. The key is to tailor your approach to each target audience rather than using a one-size-fits-all strategy.
SEO For Lead Generation
Search engine optimization, or SEO, is not only an incredibly valuable way to attract new business. It’s also one of those processes that are easy to start but hard to master.
If you’re running a website for your business, it’s worth taking some time to understand how your site can be optimised for search engines. You can find more leads by optimising your website for lead generation.
Here are some tips on how to improve your website sales using SEO Moz & SEMrush: These online tools make it possible to track your rankings over time and compare them with competing sites—helping you figure out what exactly has contributed to all those extra visitors and conversions.
The best part? Both Moz and SEMrush offer free versions with limited feature sets that let you test them out before making any monetary investments. There’s nothing better than knowing they work before deciding whether or not they’re worth buying!
Social Media Can Drive Leads For Your Business
Social media can actually be a great place to generate leads for your business. Facebook is one of the best options, as it allows you to create custom landing pages that drive people to download information about your product or service.
You can also run contests on social media, post high-quality articles and even host webinars. When combined with an e-mail list, social media can be a really effective tool for generating leads for your business.
For B2B specific businesses – Social Media channels like LinkedIn and Twitter are going to be where you audience hangs out. For Social Media channels, it’s really important to think outside of where you spend your time on social media, and instead focus on where your audience will be in their buying journey when they are on a specific social media platform.
Social Media for lead gen truly works best when you focus on engaging your audience – and not for marketing to cold audiences. The goal here is to focus on attracting inbound leads through engaging with the right people at the right time. That’s the real secret to lead gen on Social Media.
Paid Advertising Can generate Leads For Your Business
If you’re looking to get more leads for your business, consider paid advertising options such as Google AdWords. These ads can help to increase traffic and exposure to your site, which will naturally result in an increase in site visitors and increased lead generation.
With these paid advertising options, however, you’ll need to continually tweak and test ad copy and landing pages if you want to drive qualified traffic and ultimately maximise results. For example, testing different calls-to-action (CTAs) on your website or trying out new text ad formats may both result in increased lead generation for your business.
Keep reading for our full guide on how to start driving more leads with paid advertising! You can also check out our post on Landing Page Optimization to learn about 5 key elements that are important to include on your landing page; ensuring that every person who lands there is ready to be converted into a paying customer.
Email Marketing For Lead Generation
No, emails are not dead. They’re still some of one of the best tools in your marketing arsenal. Even though it may feel like everyone is using social media for leads generation, email marketing remains a great source for generating sales leads at scale—if you do it right.
If you’re getting started with lead generation via email, here are five easy ways to get results without investing too much time or money.
#1: Personalize It
For many people, there’s no better way to connect than personalizing an email. And while that might be common sense, it doesn’t hurt to have a few tips in your back pocket about how and when it makes sense to add a touch of personality into your emails.
This all depends on what type of business you have but there’s no doubt that if people can connect with you on a more personal level through an email they will appreciate it and respond more positively.
#2: Make It Fun!
In addition to being effective, entertaining opt-in lead gen forms also help retain attention from subscribers who otherwise would abandon the form partway through completion.
Ready To Drive Your Lead Generation?
If you are ready to step up your social media, or gain some more leads from SEO and content – then lets talk digital marketing strategy. Sales leads are a vital part of your business – and one that your business objectives should center around.
Contact us for a free 30 minute consultation today.