Do you ever feel like the impact of your outbound marketing techniques; cold-calling, advertising, trade shows, are starting to wear off? What is it that actually causes your potential customers to turn their back on you and choose your competitors instead? Well, the ultimate answer is that there is something that attracts them more than your marketing strategies do and it’s called inbound marketing. We are no longer in the business of pushing our way into potential customers’ decision process. We are assisting them to decide throughout their journey to purchasing, with content and other attractive deliverable so that in the right time they will become our customers. The gate to this kind of process is lead generation. It is basically the first thing we need to be able to nurture a specific interest or intent until it becomes a purchase decision.
So, what is lead generation? Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s products or services. Lead itself is the person who has indicated their interests in some ways, usually initiating the relationship with you by connecting with your landing pages, social media accounts, contact person. In inbound marketing, generally, generating lead is actually about warming up our potential customers or target audience with continuous valuable and relevant content that they are interested in or struggling to find solutions of. The process, as called Conversion Path, takes time until they are naturally willing to trade their information in exchange for whatever you are offering them. The more qualified the leads are, the higher their chance of conversion is.
What can we do to generate such leads? Well, starting off, we can first get to know the terms and factors included in a conversion path:
A visitor is a person who discovers and reaches out to your business through one of your digital platforms and puts interest in what you are offering them. They may come from many different sources: search engine, ads, social media–wherever you can be found by your potential visitors. To drive someone into a visitor, you have to attract them with an attractive content that matches their needs at the time. In anyway, your visitors would only be interested in what you offer if they find something that makes them able to overcome their challenges.
It is a hyperlink, a button or a banner, or an image visitors can click on that makes them to take an action which will lead them to a page where you provide the means for them to be converted into one of your leads. To create a call-to-action that gets clicks and make your visitors go further on conversion path, make sure that you show an aligned message between your call-to-action and landing page, also the content you offer at the first place. A great call-to-action should be action-oriented–using actionable language and color that stands out from other content in your page.
This is the page mentioned above on which visitors land with an interest to find out more about your business. Landing page is supposed to capture those visitors and turn them into leads by giving them a pathway to receiving what you offer. A good landing page contains only two items: information that presents the benefits of your offer and explains the relevancy to particular challenge your visitor is experiencing; and a form that captures your visitors’ information to become a lead. Therefore, it is advised to not put any other navigation on this page that may lead your visitors elsewhere rather than clicking on your form’s CTA.
As said above, landing pages must contain form fields for the visitors to fill out, in order to exchange it with content you offer them earlier. The questions your ask on form should match with information you need to take from them for further follow-up. For example, you will need to know their name, their email, and where they work. You can ask as many as you need to know deeply about your lead. But no one likes to fill a form that is too long. Therefore, set the length of your form based on which buyer’s journey stage your visitor is in.
There are three stages in buyer’s journey:
- Awareness stage: the buyer realizes they have a problem.
- Consideration stage: the buyer defines their problem and research options to solve it.
- Decision stage: the buyer chooses a solution of their problem.
Choose questions that are appropriate to ask on each stage of buyer’s journey. Don’t forget to make sure that the questions you ask on every stage will help you to nurture them better for sales process.
An offer is a valuable content that you are offering to your potential leads in need of enlightenment or beneficial insight, in hope it may help them solving their issues. It should be presented on your landing page and it must be relevant to your visitors’ interest and what they are struggling with. By offering relevant and contextual content; the one your target audience is searching for and has an interest in, you will not merely generate leads, but qualified leads. Which have a better chance to be converted into customers in the future when they have arrived in the decision stage of their buyer’s journey.
Thank You Page
When a visitor has successfully completed a form, they will be directed to a thank you page. On this page, you can either include the promised offer or give note that the offer will be sent to their email. Then, let your new leads share your offer through email or social media, and let them dive further through your contents. This means you have to include a follow-up offer that ideally continuing the stage of buyer journey, and put back the website navigation to where it is before.
Follow-up email means to be your first conversation with your new lead. It makes your lead easy to reference your offer whenever they need it. Here are what you should write on the follow-up email:
- A personalized message. Include your lead’s name or their company’s name on your email based on what they have filled on the form.
- Include the promised offer, or a link where they can access the offer.
- Information about the next step your leads should take. Just like thank you page, you have to let your leads dive further through your contents and continue their buyer journey. Put a CTA or links of where you want your leads to go after getting the particular offer.
- Provide an easy way for leads to share your offer on email or social media.
Inbound lead generation is something you do not want to miss out when making and planning your marketing strategy. Especially your inbound marketing strategy because, it is all the more reasons. If you are targeting to generate qualified leads at scale, then you will probably need a hand on that. InboundID would be glad to help you out as a partner to generate those leads and increase your sales conversion by nurturing them with exceptionally relevant content.