The 6 Keys to Online Lead GenerationRieva Lesonsky
Want to generate more leads for your business online? It's easy if you know what to do. Here are six keys to success.
Key 1: Create awareness and attract visitors
Since 93% of B2B buying processes begin with an online search, online marketing is a great way to build awareness of your business. Use content marketing and search engine optimization (SEO) to let prospective customers know about your business and get them to visit your business website. (Find out how to tell if your website is optimized for leads.) Nearly two-thirds (63%) of marketers say generating traffic to their websites is their top challenge, MarketingProfs reports. If you’re one of them, consider enlisting marketing experts to help you with lead generation. Two-thirds (66%) of marketers outsource some or all of their SEO.
Key 2: Offer value for lead generation
Content marketing and SEO are great ways to spread awareness of your business. To really boost your website traffic, add pay-per-click (PPC) advertising into the mix. The key to successful PPC ads is to get users to click with an offer for something they value, such as a sale or discount, free consultation or more information.
Key 3: Create a landing page
Your marketing efforts shouldn’t drive online visitors to your website home page—once there, they may be overwhelmed with information. Instead, create landing pages related to the specific offers you’re making. Your landing page should use responsive design so it loads quickly on smartphones and tablets. You could create one general landing page template with a contact form to capture customers’ information and then customize it for different offers with different calls to action.
Key 4: Craft an effective call to action
It’s not enough to get prospects to a landing page. In order to turn them into leads, you’ve got to get them to act. That usually doesn’t mean making a purchase—after all, it’s their first interaction with your business. Instead, your goal is to collect their contact information and get permission to keep marketing to them. To win their contact information, offer something of value. Depending on your industry, that could include:
- A free consultation
- Downloading a checklist, cheat sheet or eBook
- Attending a webinar
- A discount of 20% off their first order
- Your email newsletter
Make sure your landing page is focused on the call to action so nothing distracts visitors from doing what you want them to do.
Key 5: Segment and prioritize leads
Once you’ve got leads, do you know what to do with them? Based on their behavior, how they contacted you and where they came from, you can segment leads into different groups, such as those who are ready to buy, those who are just exploring their options, and those who need more nurturing. Find out more about how to prioritize leads.
Key 6: Follow up after lead generation
Finally, based on the prioritization you've chosen, follow up with your leads by phone, text or targeted emails. Automation can greatly simplify and speed up this process. For example, lead generation software can alert you when you get a new lead and automatically send a response, then send a targeted series of emails to the lead over time. Learn more about how lead generation software can help you make the sale.