Lead generation is the process of attracting strangers and converting them into leads to fill your sales funnel.
It is well documented that the buyer of today does not take kindly to the hard sell of yesteryear; they want you to earn their attention.
They don’t give you long either, with most online research suggesting that you have between 6 and 60 seconds per web visitor, to grab their interest and capture their data. Here are our top 10 digital lead generation tips on how to make the most of it!
1) Do your research!
The key to a successful lead generation campaign is in the planning. I know it sounds boring, but countless campaigns fail because not enough time was spent at the planning stage.
Rather than simply throwing a load of content out there to see what sticks, research your customer. Find out what excites them, what pains them, what will make their lives easier, better, more enjoyable… once you know your customer you’ll be able to provide assets that intrigue them and fix their problems.
It’s at this stage that we highly recommend the use of buyer personas. Personas are fictional representations of your typical customer e.g. Sally from Sales or Mark from Marketing. Each persona will have different wants, needs and pains, so create content that maps to each persona, rather than trying to accommodate a one size fits all approach (which never works, by the way!)
2) Give valued content without asking for anything
Your buyer is being sold to constantly, where they should shop for milk, what they should buy their kids, what car makes them look successful, where they should work, where they should invest, where they should advertise (need I go on…?)
Everyone wants a piece of your potential buyer, so stand out from the crowd and give, with absolutely no intention of asking for their commitment in exchange.
We swear by the lead generation power of giving valued content freely in the Kulea office, check out our blog for the secrets behind value-adding content.
If your boss argues against this approach, simply steer them towards our favourite marketing Professor and author, Robert Cialdini, who argues that the giving of gifts freely generates reciprocity – an obligation that the customer will subconsciously feel the need to repay through the purchasing of your products or services later down the line.
3) All hail the CTA
In lead generation, the call-to-action is a tool often overlooked, however it will often be the difference between 300 strangers simply looking at your webpage and 300 leads actually downloading your amazing asset.
According to Crazyegg.com “Fewer than 25 percent of businesses express satisfaction with their conversion rates.” In fact they’ve gone to the trouble of writing a step-by-step guide to creating the best call to actions for conversion.
Hmmm…. Did we just give you a gift freely? I think we did 😉
4) Use forms to gate content and get information
It’s all very well (and lovely of you) to go to the trouble of writing this amazing content and giving it all away for free, however you’re not going to be generating any leads for your sales funnel without capturing any data along the way.
But you said don’t ask for anything?!
I know I did, I meant don’t directly ask for this stranger’s commitment or money.
You can however put a little picket fence around that juicy content and ask for their contact information in return.
For best effect, try alternating content. Give away smaller pieces of content here and there, building the relationship with the customer and establishing yourself as a subject matter expert before offering weightier content such as whitepapers, exclusive reports or best practice guides in exchange for contact details.
5) But don’t ask too much
This leads us nicely on to form size… bigger is not necessarily better.
You will be tempted to ask for all your lead’s information in order to lead score them appropriately, however in the early stages of your relationship, you are more likely to get a conversion with a short form. You can ask them later for more information during your lead nurturing process.
6) Privacy is sexy
According to LinkedIn “todays’ world of B2B buyers are very selective and will only work with vendors they can trust”. So gain that trust by being transparent about your privacy intentions.
Check out this example from cybercashworldwide.com:
They promise never to spam you or sell your data, so you would naturally trust them more than a form with no privacy values.
7) Blog & Vlog regularly
Whether you are a fan of the Blog or the Vlog, make sure your page is full of up-to-date relevant articles, so that any potential leads can get to know your business and build that all important relationship.
Having an up-to-date, value-adding blog will make you look on top of your game, as well as providing yourself with conversation fodder for lead nurturing…
“Hey, here are our top 3 blog articles of September I thought you might enjoy”.
8) Measure your results
Don’t forget to check that this wonderful lead generation campaign is working!
Set up reports to measure success.
In Kulea for example, you can report your webpage views, form fills and asset downloads. From here you can see how many people visit a site or view a form, and how many actually fill it out or download your asset. This is a great way to measure the form placement or CTA strength of your lead generating piece.
9) Be lead score model ready
Now you have loads of awesome leads generated, you need to know which ones are ready for sales to contact them, which need to be nurtured further and which ones are not qualified for your business at all.
This is where a lead score model comes in to save the day! A lead score model will appoint a score to a lead’s action, from this you can set parameters that determine how sales ready your leads are.
It’s best practice to score your leads on both their demographic and activity to get a true reflection on who they are and what their interest is.
For more information on creating an amazing lead score model, check out our blog: Lead scoring model best practice.
10) Nurture your leads to a sale
The fantastic thing about scoring your leads is it shows you who to nurture and how to nurture.
You will now be able to clearly see who is at the top of your sales funnel and in the exploring stage, who is middle of the funnel, interested and moving closer to a decision, and who is making bottom of the funnel noises (ahem!) ready to buy!
Because we love you sooo much, we have a detailed guide on lead nurturing available here: Lead Nurturing Guide