Our audience no longer wants their attention bought — they want it earned.
This means lead generation strategies need to be revamped across the industry to better meet the needs of target markets.
The first step in this evolution is to create compelling content, and the second is to use that content to convert visitors into leads with lead generation strategies. Of course, this is easier said than done.
To highlight the importance of a powerful lead generation strategy, we are going to backtrack a little bit first. Are you familiar with the analogy of the professor who presented his class with the challenge of trying to fit rocks, pebbles, sand, and water into a jar as efficiently as possible?
By prioritizing the biggest items and placing them in the jar first, he was able to optimize the amount of space used. Your business should take the mindset of a similar lead when implementing today’s lead generation strategies into your Google inbound marketing strategy.
The Lead Rocks, Pebbles, and Sand of Inbound Lead Generation Marketing
Like the professor who challenged his class to neatly fit rocks, pebbles, and sand into a jar, your inbound marketing strategy consists of rocks, pebbles, and sand. Here’s what I mean by this.
What are the large rocks that are the most essential to your inbound lead generation plan? What are the pebbles that serve as secondary, supportive tools for your business? What small stuff or distractions are the “sand” of your business? Most businesses would argue that their lead customers are their “rocks.”
While it is indisputable to say that customers are essential to any business, I want you to instead think of them as the water that was used to finally fill the jar. The water was poured in only after everything else was firmly compacted in the jar. Your business can benefit from taking this same mindset in your inbound leads marketing strategy.
The 4 L’s of a Lead Generation Process Strategy
Your content is your rocks. Compelling content plays a huge role in generating leads. This includes the tools used to generate traffic, such as your blog, SEO, PPC, and social platforms.
Approximately 96% of business-to-business customers want content from industry thought leads leaders to inform the leads buying decisions. Creating compelling content is your key to establishing yourself as that go-to, educational leader in your industry.
You know what they say: you can catch a lot of flies with honey, but you can catch more honey being fly. Try that cliche in a bar and it might end with a drink thrown in your face, but adapting that mindset in your inbound marketing strategy could not only improve lead generation marketing rates but also increase the number of qualified content marketing lead generation process your business leads.
This article will focus primarily on the step that comes after your rocks are in place -– your pebbles, or the best practices for generating leads using your content. You will quickly understand how companies that are hopping aboard the Google content train are generating 67% more leads per month than those who don’t.
1. Lead Capture
Odds are that about half of your visitors will never return to your site if you do not adequately capture some bit of information from them. A working email address is the best thing a marketer can ask for here, but visitors are not always willing to give this kind of personal information up. Call-to-action button lead generation tools like “Sign up here” have practically become synonymous with “We are going to spam you,” which is why marketers need to find new ways to obtain this information.
Nicholas Kusmich, a Strategic Marketing Consultant and Facebook Ads Specialist, suggests a new rule of thumb for obtaining visitors’ online lead generation information. Kusmich suggests 2 golden rules be taken into account:
- We must give before we ask.
- Every step of the marketing process (advertisements and promotions) must be valuable in and of itself.
Kusmich goes more in-depth with these concepts in his article, “2 Golden Rules for The New Era of Marketing,” but for now let’s focus on that first rule on lead generation strategies.
Can you believe there was once a time, many years ago, when the opt-in email box was practically a funnel luxury? It meant all the effective lead generation information you wanted would be delivered right to the comfort of your home. “What a time to be alive,” we all thought. That day is now long gone. We now find ourselves fending off content marketing information from all angles.
Somewhere between installing pop-up blockers and dumping our spam folders, we made an oath to never “Sign up here” again. It is time marketers start gradually breaking down those walls that potential marketing buyers have put up, by using new, mutually-beneficial opt-in methods to acquire their email and information. The best marketing method for this technique of “giving before we ask” includes using magnet leads for increase.
2. Generating Lead Magnets
Lead magnet means that a successful client lifecycle requires optimizing the process for converting Google visitors into leads. Unfortunately, a hole exists between the leads’ email traffic generation phase and the lead
generation phase that often results in one-time clients who neglect your attempts to capture their email marketing information and never hear from you again.
You can seal up that hole with Magnet leads. Magnet leads are tools that provide and create value for your visitors in exchange for their contact information. Businesses use magnet leads such as email opt-ins, email subscription tactics, and social media follows to fish for some sign of interest from their site’s email lead generation content visitors.
The goal of this is to receive permission from visitors to follow up. Some examples of magnet leads include free:
- Training video series
- Free trial
- White papers
- A set of bonus tips
- An interview with an expert on a relevant topic
These free-of-charge educational tools will confide your visitors in your offering, allowing you to both obtain their email addresses and educate them on your funnel business.
3. Landing Page Conversion Effective Lead Generation Techniques
Another huge asset to your business when trying to convert visitors into leads is landing pages. This can be any page that someone lands on after clicking on an advertisement or other online marketing elements. It is also important to note that it exists separately from your company’s Google leads website and typically is used as a tool for a single nurturing marketing lead generation strategies campaign.
A free, basic course on creating these successfully can be found on thelandingpagecourse.com. You can also learn lots of landing page tips and best practices from HubSpot’s existing blog posts on landing pages. We will go over some of the basics of effective landing page content design right now, but definitely check out those email marketing resources later on for a more in-depth breakdown of the offer of different product components involved.
These serve the dual purpose of capturing leads and warming up potential customers. Both of these are essential stepping-stones before moving a customer further down your sales funnel. Additionally, there are two types of these generation strategies:
This plan is used to capture a user/company’s information in exchange for something. This relates back to the marketing concept discussed earlier, of “giving before we ask.”
Click-throughs are used to attract prospects to the specific product or service that you are trying to sell. The goal is to educate your prospects so they find enough information that they proceed to make a purchase.
These have one call-to-action in mind. Instead of overwhelming visitors with information regarding your business and all the product and services you offer, it is essential that you narrow the focus down to one specific goal in mind. Be sure to cut out any excess free lead generation information that isn’t essential to the campaign, and be sure to include only one form or call-to-action link for them to utilize.
The most important element of your landing page is that it delivers the best promise that your business lead gen email ad source made. If your ad says “Get 50% off computers here,” you need to reassure the visitor as soon as possible on your landing page that you will deliver those keywords.
One way to do this is to make the call-to-action on your ad source the headline on your business product offer landing page. Another way is to make sure to create the font, coloring, and images used in your ad that are duplicated on your landing page leads to some degree.
4. Lead Generation Strategies Scoring
Scoring leads is a component of marketing automation software that helps prioritize your business leads according to their levels of engagement strategies with your inbound marketing content and ultimately helps you figure out who is ready to buy. It can also help you identify what they are interested in if business tactics are set up correctly.
This technique is used to quantify interactions that prospects have with your content leads by generating assigning points for different types of engagement. An example of the different types of engagements and their point values you may find might look like this:
- Download an ebook – Add 5 points
- Watch a product overview video – Add 7 points
- Job role, not a good match – Deduct 10 points
- Fill out the opt-in form – Add 7 points
- Unsubscribe from a list – Deduct 7 points
Surprisingly enough, 79% of B2B marketers have not established lead scoring strategies. Scoring leads provides your company with real-time feedback on how responsive your business leads are to your marketing efforts. It can also indicate people who are ready to buy from you but haven’t yet been in contact with your business as well as keywords.
This point-based approach to recognizing and analyzing a company’s hottest leads will save your business time and money when reaching your target credit market and capitalizing on business sales opportunities and reviews. With your hottest business leads, gen identified, your email marketing business can communicate with these leads confidently knowing that they are already aware of and interested in your business leads.
Lead Gen Strategies Conclusion
Lead generation plays a role in every business’s marketing lead generation strategy b2b. Think about how many business sites you have visited since the dawn of the internet that you will never return to again. Not only did those businesses fail to find you’re well attention at that given time, but they failed to reconnect with you in the future.
This is a result of neglecting the lesson discussed in the jar analogy –– prioritizing the different elements of your best marketing strategy so that a foundation is in place for you to create an efficient and effective approach around.
With your content in place, your business can begin using lead magnets, find lead capture, effective marketing landing page lead gen design, and lead scoring to optimize lead generation rates and create an overall better-performing inbound marketing strategy.