lead generation tip, tricks & ideas - tangy lab · hubspot capitalized on this craze by creang...
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30THEGREATEST
LEADGENERATIONTIP,TRICKS&IDEAS
The30GreatestLeadGenera/onTips,Tricks&Ideas
NormanYeoisGeneralManageratTangyLabGroupandauthorofseveralebooksincludingHowToCreateaBuyerPersona,DefiniMveGuideForCreaMng
EngagingContentandManyMore.Normanisresponsibleforhelpinghisclientsgeneratemorethan
200leadspermonthandforteachingbusinesseshowtobuildeffecMveonlinemarkeMngstrategies.Youcan
NormanYeo,GeneralManager,TangyLab
TABLEOFCONTENTSINTRODUCTION//3
MECHANICSOFLEADGENERATION//4
THE30GREATESTTIPS,TRICKSANDIDEAS//5
CHAPTER1:CONTENTANDOFFERS//5
CHAPTER2:CALLS-TO-ACTION//13
CHAPTER3:LANDINGPAGES//20
CHAPTER4:FORMS//28
CHAPTER5:CHANNELS//33
CONCLUSION//40
“LEADSARETHEMETRICTHAT,ASMARKETERS,WERELYON.BECAUSELEADSMEANMONEY.”
GeneraMng leads - both high in quanMty and quality - is a marketers most important objecMve. A successful leadgeneraMonengineiswhatkeepsthefunnelfullofsalesprospectswhileyousleep.Surprisingly,only1in10marketersfeeltheirleadgeneraMoncampaignsareeffecMve.Whatgives?TherecanbealotofmovingpartsinanyleadgeneraMoncampaignandocenMmesit’sdifficulttoknowwhichpartsneedfine tuning. In this guide,wewill expose the top30 techniquesmarketers shoulduMlize to increase leads andrevenue.ThesetacMcshavebeentestedoverthepast7yearsandhavebeenusedbyour8,000+customerstogeneratemorethan9.8millionleadslastyear.Sowhatgoesintoabest-of-classleadgeneraMonengine?First,letstakealookintothemechanicsofhighperformingleadgeneraMoncampaigns....
-KIPPBODNAR,HubSpot
THEMECHANICSOFLEADGENERATION
Beforewedive intothe30Mps,weshouldfirstcoverthemechanicsof leadgeneraMon.Thebest leadgeneraMoncampaignscontainmost, if not all, of these components. From a tacMcal perspecMve, amarketer needs four crucial elements tomakeinboundleadgeneraMonhappen.Theseinclude:
OFFER CALL-TO-ACTION LANDINGPAGE FORM
Anofferisapieceofcontentthatisperceivedhighinvalue.
Offersincludeebooks,whitepapers,free
consultaMons,couponsandproductdemonstraMons.
Acall-to-acMon(CTA)iseithertext,animageorabumonthatlinksdirectlytoalandingpage
sopeoplecanfindanddownloadyouroffer.
Alandingpage,unlikenormalwebsitepages,isaspecialized
pagethatcontainsinformaMonaboutone
parMcularoffer,andaformtodownloadthatoffer.
Youcan’tcaptureleadswithoutforms.FormswillcollectcontactinformaMonfromavisitorinexchangefor
anoffer.
TheMpsinthisebookwillcovereachoftheseelementssothateachcomponentisfullyopMmizedtohelpyougeneratethemostleadsforyourbusiness.Nowthen,let’sgetstarted.
Yes.It’soneofthemostpowerfulwordsinthehumanlanguage.Andifyouthinkaboutallthethingswedoas
marketers,it’sulMmatelytogetpeopletosay“yes”toouroffers.
Whenanofferisexclusive,scarce,orinhighdemand,itbecomesmoredesirable.Whethertheyarewhitepapers,
freetrials,memberships,salespromoMons,ordownloads,theseirresisMbleelementscanovercomealead’stypical
fricMon,doubt,orconcern.
Whydotheseelementswork?BecausetheytriggeraphysiologicalreacMonthatmakesanoffermorevaluable.
Peopleneedtoperceivethevalueofyouroffertobegreaterthanwhatyou’reaskingforinreturn.Thehigherthe
percepMonofvalue,themoreirresisMbletheoffer.SohowdoyoucreateirresisMbleoffers?Gladyouasked....
CHAPTER1CREATINGIRRESISTIBLEOFFERS
Ifyoulookattheprincipleofsupplyanddemand,you’llnoMcethatwhensupplyislimited,demandgoesup.Scarcityhasapsychologicalinfluenceonus,makinguswantsomethingevenmoreifthereisn’tenoughtogoaround.Scarcityisgreatbecauseitcreatesafearofshortage,andthusasenseofurgency.LimitedTimeOffersLimitedMmeoffersareamongthemostpopularinthescarcitycategory.Justthinkaboutyouraveragecardealership.PracMcallyeverycommercialisalimitedMmedeal.“Get0%financingbeforeit’sgone!”LimitedQuan/tyOffersWhensomethingisoflimitedquanMty,itsuddenlybecomesmoreuniqueorexclusive.Insomestudies,limitedquanMtyorsupplyoffershaveoutperformedlimited-Mmeoffers.Why?Becauseit’shardtotellwhenanofferoflimitedquanMtywillsuddenlybecomeunavailable,whileaMme-basedofferhasaknownendMme.LimitedquanMtyoffersaregreatfornotonlygerngpeopletosay“yes”toyouroffer,buttoavoidprocrasMnaMoncompletely.LimitedTimeandLimitedQuan/tyGrouponistheperfectexampleofusingbothtacMcs.AllGroupondealsendwithinacertainMmeframe,andtheylimitthenumberofpeoplewhocanbuyaGroupon.That’sapowerfulcombinaMon.ThesitealsopackagesthesescarcitytacMcswithdiscounMng,whichisanothergreatvalue-add,especiallyforecommercebusinesses.
#1UsetheElementofScarcity
It’sanaturaltendencyforhumanstocopyoneanother,evenwithoutrealizingit--weliketobeapartoftribesandsocialcommuniMes.SowhenwenoMceoursocialcircleisdoingonething,wetendtofollowsuit.OnegreatwaytomakeanoffermorevaluableistoshowthatotherpeopleareparMcipaMnginthatoffer.ProofinNumbersWhenpossible,agreatwaytoindicatehowawesomeanofferistomenMonthenumberofpeoplewhohavepurchased,downloaded,signedup,ordonated.Someexamplesinclude:Justmakesureyourclaimsarenotonlytrue,butbelievable.
#2TheBandwagonEffect
• Webinars:OnthispagepromoMngourwebinarwithFacebook,we’vestatedthatmorethan40,000havesignedup.• BlogSubscripMon:Similarly,onourblogunderour“subscribe”module,
itindicatesover130,000peoplehavesubscribed.Thisisproofthatit’sahighlytrustworthyandpopularblogpeopleshouldfollow.
• Conferences:EventslikeSXSWandINBOUNDaresomeofthehomesteventsbecausetonsofpeopleflocktothemeveryyear.
AcerPrinceWilliamandKateMiddletongotmarriedinAprilof2011,noonecouldstoptalkingaboutKate’sweddingdress.Withinhoursacerthewedding,vendorsbeganmakingnear-idenMcalcopiesorsimilarstylesoftheStellaMcCartney-designeddress.EvenvendorssuchasDavid’sBridalnowhavea“Royal”categorysoyoucandress“justlikeKate.”Whensomethingisbuzz-worthy,itcreateshighdemand.InsituaMonslikethis,youcanalignofferswith“what’shot.”Companieswillocenleveragenewsjackingforthistypeoftechniqueanditworksverywellforoffers,too.Asanexample,backin2013peoplecouldn’tstoptalkingaboutPinterest.HubSpotcapitalizedonthiscrazebycreaMngthefirstPinterestebookforbusinessownersandmarketers,HowToUsePinterestforBusiness.ItquicklybecameoneofHubSpot’smostsuccessfulebookswithmorethan125,000downloadstodate.BecauseitwasthefirstandonlyebookavailableonPinterest(andwemadesurepeopleknewthat),andlearninghowtousePinterestformarkeMngwasinhighdemand,itmadetheoffermoreuniqueandthusmoreirresisMble--that’sthepowerofleveragingbothMmingandpopularity!
#3LeverageNewsjacking
BrianHalligan,HubSpotCEOandco-founder,oncesaidthat“youcanhaveagreatofferwithabadMtleandnoonewilldownloadit.ButifyouhaveanamazingMtle,suddenlyeveryonewantsit.”Yes-peopledojudgeabookbyit’scover.Ifyourofferisapieceofcontent,suchasawhitepaper,ebook,orpresentaMon,puteffortintocreaMnganamazingMtle.Foranexperiment,wechangedtheMtleofanebookandrananA/Btesttoseewhichonewouldperformbemer.WetooktheoriginalMtle“TheProducAvityHandbookforBusyMarketers”andchangeditto“7AppsThatWillChangetheWayYouDoMarkeAng.”Asyoucansee,therevisedversionoutperformedtheoriginalby776%atgeneraMngleads(firstMmesubmissions).Notonlythat,butitresultedinmorecustomersaswell.Ifyou’restrugglingtocomeupwiththeperfectheadline,tryusingtheHeadlineAnalyzerToolbyAdvancedMarkeMngInsMtuteorread7ProvenHeadlinesthatConvert.
#4FocusonCrea/ngAnAmazingTitle
ThemostcommonofferIseeonmostwebsitesis“ContactUs.”Sure,youwantallyourprospectstotalktosales,butnoteveryoneisready.Asyouknow,buyersaremorelikelytodotheirownresearchbeforeevenengagingwithasalesrep.And,everyprospectisatadifferentstageofexploraMon.SomemayneedmoreeducaMonthanothers.That’swhyit’simportanttodevelopdifferentoffersatdifferentbuyingcycles.SomeoneatthetopofthebuyingcyclemaybemoreinterestedinaninformaMonalpiecelikeaguideorebook,whereassomeonemorecommimedatthebomomofthecyclemightbemoreinterestedinafreetrialordemo.Youdon’tneedtopickandchoose;createoffersforeachphase,andincludeaprimaryandsecondaryCTAtotheseoffersonvariouspagesthroughoutyoursite.
#5CreateOffersForDifferentBuyingStages
AprofessionalimageisnecessarybutyousMllwanttoavoidthedreadedcorporategobbledygook.Whatisgobbledygookyouask?GreatquesMon.Thesearejargontermsandphrasesthathavebeenover-usedandabusedrenderingthemmeaningless(you’llfindthemmostlyinthehigh-techindustry,buteveryoneisanoffenderatonepointoranother).ThesewordsaremeanttoaddmoreemphasisofaparMcularsubjectbutinsteadtheymakeyoureyesroll.AvoidthesewordswhendescribingyouroffersTolearnmore,downloadTheGobbledygookManifestoebookbyDavidMeermanScom
#6AvoidCorporateGobbledygook
• NextGeneraMon• Flexible• Robust• Scalable• Easytouse
• Curngedge• Groundbreaking• Bestofbreed• MissioncriMcal
Notalloffersarecreatedequal.Some“formats”ofoffersperformbemerthanothersatconverMngleads.Forexample,what’smorevaluable,awhitepaperoranebook?Belowarethetypeofoffers,inorderofperformance,thatgeneratethemostamountofleads.
It’simportanttotestdifferenttypesofofferswithyouraudiencetodeterminewhatworksforyou.Whileebooksscorehighonourlist,youmayfindthatreports,videosorotherformatsdobemer.
#7UseHigh-ValueOfferFormats
• EbooksorGuides• TemplatesorPresentaMons• Research&Reports• Whitepapers• Kits(mulMpleofferspackagedtogether)• LiveWebinars• On-demandVideos• Blog(includingoffersinthenavorsidebar)• Blogposts(ifthereisaCTAinthepost)• Middle-of-the-funneloffers:DemoRequests,ContactSales,RFP,Etc(moresales-readyoffers)
Calls-to-acMon(CTA)arethesecretsaucetodrivingpeopletoyouroffers.IfyourCTAsaren’teffecMveatcapturing
people’samenMonandpersuadingthemtotheclick,thenitmakestheofferuseless.
CTAscanbeusedonproductpages(non-landingpages),indisplayads,email,socialmedia,directmailandpremy
muchanywhereyoucanmarketyouroffer.
ButnotallCTAsarecreatedequal.InaworldwhereeverybrandisfighMngforconsumersamenMon,it’scriMcal
thatprospectschooseyourofferoveryourcompeMtors.Inthisguide,we’lluncoverMpstocreaMngCTAsthatrock.
CHAPTER2CALLS-TO-ACTIONTHATROCK
Calls-to-acMondobest“abovethefold”-thespacewhereyourwebpageisviewabletotheuserwithouthavingtoscrolldown.Accordingtoheatmapanalysis,anything“belowthefold”willonlybeviewedby50%ofpeoplewhovisityourpage.DoublingimpressionsonyourCTAscansignificantlyincreaseyourleadcount.
#8PlaceYourCTAWheretheEyeCanSee
NoMcetheplacementoftheprimaryCTAontheFreshbookshomepage.Twobumonsfor“TryitFreefor30Days”standoutabovethefold
ThatisoneofmyfavoritephrasesIlearnedfromthefolksatMarkeMngExperiements.OcenMmes,marketerswillputmorefocusonbeingcleverthanclear.BecrystalclearaboutwhatofferisinyourCTA.Andbespecific.Ifyou’regivingawayafreeguide,say“DownloadourFREEguidetoX.”Ifyou’rehosMngafreewebinar,say“RegisterforourFREEwebinaronX.”Xshouldclearlyconveyacompellingbenefitofreceivingtheoffer.ThisismuchmoreeffecMvethan“DownloadNow”or“GetaFreeArMcle.”Thesesimplyaren’tspecificenough.
#9ClarityTrumpsPersuasion
NoMcethatthisCTAistopromoteafreeebook.Thereislimlecopyinthisbanneradandabumonthatindicatesit’sclickable.
Acall-to-acMonismeanttostandout,soifyourCTAblendsintoomuchwithyoursitedesign,noonewillnoMceit.Youwantasmanyeyeballstolandonthatcall-to-acMonaspossible,sousecontrasMngcolorstomaketheCTAstandout,andmoreimportantly,usedesigntomakeitclearitisaclickablecall-to-acMon.
#10UseContrasttoMakeCTAsStandOut
WhileEvernotehasabeauMfullydesignedwebsite,theprimarycall-to-acMonfortheirfreetrialissomewhatburiedbecausethebumonisthesamecolorasthegreenbackground.ItwouldbeworthtesMngtoseethatifadifferentcolor-suchasblue,red,ororange-wouldresultinmoreclicks.
ThisMpmightseemminor,butit’sincrediblehowocenbusinessesmissthisopportunity.Calls-to-acMonaremeanttosendvisitorstoadedicatedlandingpagewheretheyreceiveaspecificoffer.DonotuseCTAstodrivepeopletoyourhomepage.EvenifyourCTAisaboutyourbrandorproduct(andperhapsnotanofferlikeadownload),sMllsendthemtoatargetedlandingpagethatisrelevanttowhattheyarelookingfor.IfyouhavetheopportunitytouseaCTA,sendthemtoapagethatwillconvertthemintoalead.
#11LinkYourCTAtoaDedicatedLandingPage
ThisCTAforaTwimerebookdrivesvisitorsdirectlytoalandingpageforthatebook.
CTAsshouldn’tbeonesizefitsall.Ifyourcompanyoffersvariousproductsorservices,youmaywanttoconsidercreaMngadifferentofferforeachofthem.ThenyoucanplaceCTAslinkingtoeachofferonthewebsitepagesthataremostrelevanttothatoffer.
#12PromoteOffersonProductPages
Inthisexample,aCTAfor“RequestaDemo”isplacedonaproductpage.Togeneratemoreleads,wemightalsohaveaCTAfora“FreeGuidetoSEO,”becauseitisrelatedtotheproductoffering.
Evenifsomeonecompletesaformonyourwebsite(thusthey’veconvertedasalead),don’tstopthere.Increasingengagementisalsoatoppriorityformarketerssothatprospectsturnintoloyalfans.Oncesomeonereachesa“thankyoupage,”thepagethatavisitorarrivesonacercompleMngaform,usethatspaceasanopportunitytopromotemoreoffersandcontent.Forexample,ifavisitoronhubspot.comdownloadsaguideonemailmarkeMng,wecanofferthemanotherofferforaEmailRFPforachancetoseeademoofouremailmarkeMngplaworm.
#13ThankYouPagesAreGreatCTARealEstate
PrecallProoffersasecondarycall-to-acMonforademonstraMonontheirthank-youpage.
LandingpagesareoneofthemostimportantelementsofleadgeneraMon.Infact,accordingtoMarkeMngSherpa’s
research,landingpagesareeffecMvefor94%ofB2BandB2Ccompanies.Theuseoflandingpagesenables
marketerstodirectwebsitevisitorstotargetedpagesandcaptureleadsatamuchhigherrate.
What’sgreataboutlandingpagesisthattheydirectyourvisitorstooneparMcularofferwithoutthedistracMonsof
everythingelseonyourwebsite.Visitorsareonalandingpageforoneandonlypurpose:tocompletethelead
captureform.
CHAPTER3LANDINGPAGESTHATCONVERT
Landingpages,someMmescalleda“LeadCapturePage,”areusedtoconvertvisitorsintoleadsbycompleMngatransacMonorbycollecMngcontactinformaMonfromthem.Landingpagesconsistof:
#14ElementsofanEffec/veLandingPage
Aheadlineand(opMonal)sub-headline
AbriefdescripMonoftheoffer
AtleastonesupporMngimage
(OpMonal)supporMngelementssuchastesMmonialsorsecuritybadges
Andmostimportantly,aformtocaptureinformaMon
20MarkeMngTrends&PredicMonsfor2016&Beyond
Onceavisitorarrivesonalandingpage,it’syourjobtokeepthemthere.Iftherearelinksonthepagetomoveaboutyourwebsite,itwilldistractthevisitoranddecreasethechanceofthemconverMngonthepage.OneofthebestwaystoincreaseyourlandingpageconversionratesistosimplyremovethemainnavigaMonfromthepage.That’sit!
#15RemovetheMainNaviga/on
RemovedmainnavigaMon
KeepyourmessagingconsistentonbothyourCTAandtheheadlineofthelandingpage.Ifpeopleclickonalinkforafreeofferandthenfindoutthere’sacatchonthelandingpage,you’llinstantlylosetheirtrust.Similarly,iftheheadlinereadsdifferentlythantheCTA,itmightleadtoconfusion,andthevisitormightwonderiftheCTAislinkedtothewrongpage.
#16MatchtheHeadlineoftheLandingPagetotheCorrespondingCTA
I’msureyou’reawareoftherule“keepitsimple,stupid.”Thesameappliestolandingpages.Aclumeredpagemeansadistractedvisitor.Bebriefandtothepoint;it’sintheofferitselfwhereyougivemoreinformaMon.InaddiMontoyourheadline,includeabriefparagraphexplainingwhattheofferis,followedbyafewbulletpointsoutliningthebenefitsoftheoffer.
#17LessisMore
Makeitclearinyourbriefparagraphand/orbulletpointswhatthebenefitsoftheofferare.It’smorethanjustlisMngwhattheofferiscomprisedof;ittakesabitofspin.Insteadof“IncludesspecificaMonsofproductXYZ,”saysomethinglike“FindouthowXYZcanincreaseproducMvityby50%.”Inotherwords,conveythevalueofyourofferclearlyandeffecMvely.
#18EmphasizetheBenefitsoftheOffer
Thelandingpagecopytellsthevisitorwhattheywillreceivewhendownloadingtheoffer.
Onyourlandingpage,don’tforgettoincludebumonstoenableyourprospectstosharecontentandoffers.IncludemulMplesocialmediachannelsaswellasemail,sincepeoplehavedifferentsharingpreferences.Whenyourofferissharedmore,morepeoplelandonthepage,andthereforemorepeoplefilloutyourformandbecomeleads!
#19EncourageSocialSharing
Socialmediasharingbumonsareprominentlydisplayedonthepage.
AccordingtoamarkeMngbenchmarksreport,companiesseea55%increaseinleadsbyincreasinglandingpagesfrom10to15.Themorecontent,offers,andlandingpagesyoucreate,moreopportuniMestogeneratemoreleadsforyourbusiness.
#20MoreLandingPagesEqualMoreLeads
Formsarethekeytoalandingpage.Withoutthem,thereisnowayto“convert”avisitorintoalead.Formscomein
handywhenit’sMmeforpeopletosign-up,subscribetoyoursiteordownloadanoffer.
ThefollowingMpswilluncoverhowtobuildgreatlandingpageforms.
CHAPTER4OPTIMIZEDFORMS
YoumightbewonderinghowmuchorhowlimleinformaMonyoushouldrequirewithaform.ThereisnomagicanswerwhenitcomestohowmanyfieldsyourformshouldcontainbutthebestbalancewouldbetocollectonlytheinformaMonyoureallyneed.Thefewerfieldsyouhaveinaform,themorelikelyyouwillreceivemoreconversions.Thisisbecausewitheachnewfieldyouaddtoaform,itcreatesfricMon(moreworkforthevisitor)andfewerconversions.AlongerformlookslikemoreworkandsomeMmesitwillbeavoidedalltogether.Butontheotherhand,themorefieldsyourequire,thebemerqualitythoseleadsmightbe.Thebestwaytodeterminewhatworksbestistotestit.
#21TheRightFormLength
ThatisthequesMonmostofyourvisitorsareasking.OneofthebestwaystoincreaseformconversionratesistosimplyNOTusedefaultwordonyourbumon:“SUBMIT.”Ifyouthinkaboutit,noonewantsto“submit”toanything.Instead,turnthestatementintoabenefitthatrelatestowhattheyaregernginreturn.Forexample,iftheformistodownloadabrochurekit,thesubmitbumonshouldsay,“GetYourBrochureKit.”Otherexamplesinclude“Downloadwhitepaper,”“Getyourfreeebook,”or“JoinourNewslemer.”AnotherhelpfulMp,makethebumonbig,boldandcolorful.Makesureitlookslikeabumon(usuallybeveledandappears“clickable”).
#22ToSubmitorNottoSubmit
Don’tdothis!
PeoplearemoreresistanttogiveuptheirinformaMonthesedays,especiallybecauseoftheincreaseinspam.Thereareafewdifferentelementsyoucanaddtotheformorlandingpagetohelpreduceavisitor’sanxietytocompletetheform:
#23ReduceAnxietyWithProof-Elements
Exampleofsecuritysealsatthebomomofalandingpageform.
• Addaprivacymessage(orlinktoyourprivacypolicy)thatindicatestheiremailwillnotbesharedorsold.• IfyourformrequiressensiMveinformaMon,includesecurityseals,aBBBraMng,orcerMficaMonssothatvisitorsknowtheirinformaMonissafeandsecure.• AddingtesMmonialsorcustomerlogosisanothergreattoindicatesocialproof.Forexample,ifyourofferwasforaFreeTrial,youmaywanttoincludeafewcustomertesMmonialsaboutyourproductorservice.
SomeMmespeoplewon’tfilloutaformjustbecauseit“looks”longandMme-consuming.Ifyourformrequiresalotoffields,trymakingtheformlookshorterbyadjusMngthestyling.Forexample,reducethespacinginbetweenfieldsoraligntheMtlestothelecofeachfieldinsteadofaboveitsothattheformappearsshorter.Iftheformcoverslessspaceonthepage,itmayseemasifyou’reaskingforless.
#24MaketheFormAppearShorter
Both forms have the same amount of fields, but version A might look shorter than B on the page."
Yourwebsiteisn’tasilo.MarketersmustuMlizemanyotherchannelsinordertomaximizetheirleadgeneraMon
efforts.Inthissense,achannelmightbearetailstore,awebsite,asocialmediaplaworm,anemail,oratext
message.TheobjecMveistomakeiteasyforbuyerstoresearch,evaluateandpurchaseproductsinanywaythat
ismostappropriateforthem.It’sallabouthavingtherightmarkeMngmix.
Inthislastchapter,wewillbrieflycoverafewchannelsthathelpbusinessesgeneratethemostamountofleads.
CHAPTER5MULTI-CHANNELLEADGENERATION
AccordingtoHubSpot’srecentBenchmarksreport,companiesthatblog6-8Mmespermonthdoubletheirleadvolume.ThisprovesthatbloggingisahighlyeffecMvechannelforleadgeneraMon.Ineveryblogpost,includehyperlinkstolandingpageswithinthecopyofthepost,aswellasaprominentcall-to-acMon.
#25BloggingBringsintheLeads
AnexampleofaCTAatthebomomofaHubSpotblogpost.Theoffermatchesthecontentofthepostforrelevance.
ManybusinessesmaythinkthatemailmarkeMngisonlybestusedwhencommunicaMngwithexisMngprospectsandcustomers.Notso!EmailcanbeagreatchannelfornewleadgeneraMon.Herearesomewaysyoucanuseemailtogeneratemorenewprospects:
#26EmailMarke/ng
SimpleemailpromoMngavaluableofferthatincludessocialmediasharingbumons.
• Focusonanopt-instrategy.Ifyou’rebuyingemaillistsandspammingyourprospects,noonewillwanttoshareyouremailwithothers.Theywillonlywanttounsubscribe!ThefirststeptoemailleadgeneraMonistomakesureyouhavehappysubscribersthatenjoyreceivingemailsfromyou.
• Sendpeoplevaluableoffers.IfyousendreallyinteresMngorvaluedoffers-whetherit’sdownloads,discountsoreducaMonalcontent-peoplewillmorelikelyshareyouremailswiththeirfriendsorcolleagues.
• Givepeoplethetoolstoshare.Don’tforgettoadda“ForwardtoaFriend”linkorsocialmediasharingbumonswithineachemailsopeopleareencouragedtopassiton.
Socialmediaisn’tjustforlikingfunnypicturesortweeMngwhatyouateforbreakfast.Socialmediaisanemergingchannelthatmanybusinessesaretakingadvantageof.HerearesomegreatMpsforgeneraMngleadsonsocialnetworks.
#27SocialMedia
• Buildaloyalfollowing.BuildingarelaMonshipwithpotenMalcustomersisacriMcalfirststep.SocialmediaconnecMonsarereallyaboutpeople-to-people,notalwayscompany-to-individual.Gettoknowyouraudienceonline,communicateandshareinformaMon.Inordertogenerateleads,youneedtohavehumaninteracMonwithothers.
• Remember,socialmediaisadialogue.Companiesthatonlyusesocialmediatoblastoutmessagesaboutthemselvesaren’tusingsocialchannelseffecMvely.Thegoalistointeractwithothersandbehelpful.Whenyousharecontentonsocialmedia,don’talwayspostsomethingthatrelatestoyourcompany.SharelinkstootherinteresMngthingsyou’vefoundonline.PeoplewillbeverythankfulyouarenoMcingtheirwork,too!
• InfluenceconnecMonsforcontentsharing.PublishingandsharingcontentthatdirectstraffictotargetedlandingpagesisthesinglebiggestlevertoincreaseleadgeneraMonthroughsocialmedia.ShareyournewcontentoffersbyposMnglinkstolandingpages,andinaddiMon,shareblogposts,discounts,andothergreatresources.
WhilepromoMngyouroffersinmanychannelsiscrucialforleadgeneraMon,it’salsoequallyimportanttomakeiteasyforpeopletofindyourlandingpagesthroughsearchengines.Todothis,youneedtoapplysearchengineopMmizaMon(SEO)bestpracMcestoyourlandingpages,suchas:
#28OrganicSearch
• PickaprimarykeywordforeachlandingpageandfocusonopMmizingthatpageforthatword.Ifyouoversaturateapagewithtoomanykeywords,thepagewillloseitsimportanceandauthoritybecausesearchengineswon’thaveaclearideaofwhatthepageisabout.
• Placeyourprimarykeywordsinyourheadlineandsub-headline.Theseareasofcontenthavegreaterweighttosearchengines.
• Includethekeywordsinthebodycontentbutdon’tusethemoutofcontext.Makesuretheyarerelevantwiththerestofyourcontent.
• Includekeywordsinthefilenameofimages(e.g.mykeyword.jpg)orusethemintheALTtag.
• IncludethekeywordsinthepageURL.
YouroffersthemselvesaregreatchannelsforleadgeneraMon.Forexample,inthisebookIhaveincludedlinkstoothercontentoffersyoucandownload.Aspeoplesharethisebook,theymaydiscoverotherresourcesthatweofferbythelinkswithinthecontent.
#29UseLinksandCTAswithinOffers
Withinthisebook“25WebsiteMust-Haves,”arelinkstootherebooksandguides.
Whilethisisn’tachannelpersay,itisagreatwaytoincreaseleadsacrossallchannelsandtacMcs.A/BtesMngcanbeusedincalls-to-acMon,landingpages,emailmarkeMng,adverMsing,andmore.AccordingtoHubSpotresearch,A/BtesMngyourlandingpagesandotherassetscanhelpyougenerateupto40%moreleadsforyourbusiness.Whendonecorrectly,A/BtesMngcanprovideahugecompeMMveadvantageforyourcompany.Tolearnmore,downloadAnIntroducMontoUsingA/BTesMngforMarkeMngOpMmizaMon
#30A/BTes/ng
CONCLUSIONGeneraMngleadsonlinehasthepowertotransformyourmarkeMng.Usinggreatoffers,calls-to-acMon,landingpagesandforms-whilepromoMngtheminmulM-channelenvironments-canreduceyourcost-per-leadwhiledeliveringhigherqualityprospectstoyoursalesteam.Thebasicshereinarejustthebeginning.ThisguidecontainsmanybestpracMcesforeveryaspectsofleadgeneraMontohelpbolsteryourconversionrates,butthesetacMcsareonlytheMpoftheiceberg.ConMnuetotweakandtesteachstepofyourinboundleadgeneraMonprocessinanefforttoimproveleadqualityandincreaserevenue.Nowgo,younggrasshopper,onyourwaytobecomingaleadgeneraMonmaster.
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