Ok, I think we can all agree that generating lead takes a great deal of work and it can be challenging and a little overwhelming when you're starting the process of creating a strong online lead generation strategy.
But don't worry - you're not alone - only 10% of professional marketers describe their lead generation efforts as "highly efficient and effective."
If it's quality leads you're after then there are some basic preparations you need to do and then you'll be ready to implement some or all of our 30 great tips and techniques to build strong, ongoing, quality leads.
Basic Preparation - before you jump into lead generation tactics
You are guaranteed to double your workload generating quality leads if you don't start wtih a clearly, tightly defined target audience. Why?
In this customer focused age there is a demand for information, products and services that exactly meet their needs. With the extraordinary number of companies on the web offering products and services like yours, you will struggle to be noticed if you have a generic messages that talks to 'anyone' or 'everyone'. You'll find they've bounced from your site before they've had a chance to realise just how perfectly you can statisfy their needs.
To make your message relevant, what you're offering and how you present it needs to match your visitors expectations .
Define your target audience - those who want what you're offering
- Who are they? you need to work out who they are - not just age and gender but:
- their job role, education, skills and knowledge required, who they report to and who reports to them.
- what industry they're in and the size of the company.
- Identify their goals - what they are responsible for and what success looks like in their role.
- What are their biggest challenges? Where do they go for information and advice? Perhaps Google is their best friend when researching products or service providers. List the publications and blogs they read. Identify the associations and social networks they belong to. And while you're at it paint a personal picture - what age range do they fall into? Are they married and have children? How do they prefer to interact with vendors (email, phone, face to face).
- What they need - these are usually the rational features and benefits of the product or service but by reflecting they way they describe it with the wording on your site you will provide a level of understanding and comfort that is missing when you use industry jargon they don't understand.
- What they want - arguable more important that what they need is what they want - these are the emotional (subsconscious) desires which often play a far greater role in decision making that we are aware of - think about car advertising - rarely to do ever see an ad for a car which only talks about the rational features and benefits. These companies have learned 'how their target audience wants to feel' and 'how they want to look' when they're driving a car. It is worth noting this is great content for your value propositition.
- What type of buyer are they? Are they motivated by logic and information (Analytic Buyer)? Or perhaps by Stability and Cooperation (Amiable Buyer). Power and respect are the motivations for the Driver Buyer as opposed to Regonition and approval which motivates the Expressive Buyer. Knowing this helps pitch the language and tone of your content and defines how much detail you include, where and when within the sales funnel you're leading them through.
Usually you have more than one type of target audience so develop personas for each of them. I recommend only focusing on the three most important - and profitable - ones.
Generate quality leads
Now you've defined who your quality leads are you have substantially greater chance of attracting, engaging and converting them into happy customers!
Unfortunatley there are no hard and fast rules to guarantee succes in generating quality leads because every business is different. However the most successful online lead generation campaigns contain most, if not all, of the following:
- An Offer : This is a piece of content that is perceived high in value such as an ebook, whitepaper, free consultation, sample etc.
- A Call-to-Action: otherwise know as a CTA, this can be a text link, image or button that links directly to a landing page so people can find and download your offer.
- A Landing Page: Unlike normal website pages a landing page only contains information about one particular offer with a form to download that offer.
- Form: You can't capture leads without forms and it is your offer that your visitor is recieving in exchange for their valuable contact information.
For detailed explanations of each of these download our free guides, co-marketed with HubSpot, to reveal the 30 Best Lead Generation Tips and Techniques for clear explanations and practical examples dramatically improve the qantity and quality of leads for your business.