Using a range of online marketing strategies, lead generation has become easier than ever. It’s no longer about cold calling potential clients or customers to generate interest; you can now create offers that reach your target audience with a message that will entice them to give you their details and have them wanting to hear from your company.
While lead generation is easier than it was in the past, it is not as simple as setting up a landing page with a form and creating ads that will direct people to the page. Most consumers will not just fill out your form or give you their details just because you ask them to – they need to feel like they are getting something useful in return.
By creating offers that show value to your intended audience, you can capture more leads that can be used to grow your business.
If you want people to click on your ads and give you their information, you are going to have to offer them something they want – A CAN’T SAY NO OFFER. That said, every audience has its own wants and needs. To create an offer that will compel your audience to action, you need to do some research to figure out what you can give them in order to get their interest and provide value.
If you are already working with online marketing, you may have some valuable sources of information at your disposal. If you have a Google Ads account, you could use the keyword planner to see which keywords are getting high volume in your industry. If you do Facebook advertising, you could gain valuable information about your audience by checking Audience Insights in the Ad Manager.
If you are looking for additional sources, you could get information from consumers directly. Conducting a survey could be one way to do this, or you could go to Q&A sites related to your industry or look at different review sites for your business and its competitors.
Now that you know the audience you are trying to attract, you can create a lead magnet that fulfills their needs in some way. This could be an email newsletter that offers information of interest to your audience. You could also consider options like a white paper, a webinar, an educational video or a research report.
The most important point is that it will be valued by your target audience. Beyond that, you also want to have a good landing page for your offer. It should meet the audience’s expectations when they go to the page and it should be direct and to the point. Avoid cluttering the page and don’t add any elements that could distract them from the main purpose of the page.
With a good lead magnet and a landing page set up, you now need to expose your offer to your target audience. You don’t want to rely on the idea that people are just going to happen upon your lead magnet and give you their details – you need to get it in front of the right people.
One of the best ways to do this is to use Facebook marketing. Facebook not only has ads that are designed for lead generation, but they also have targeting tools that will make it easy to find the right audience. If you have accounts on other social media sites, you could use them to promote your offer as well. If you are blogging on your website or guest blogging for others, your posts could offer additional opportunities to raise awareness of your offer.
The final step is to keep an eye on your progress. Once the lead generation campaign is going, you should track your conversion rate and test different strategies to see if you can improve the results.