The burning question on every marketing client’s lips. How to get more leads for my business? What can marketers do to invite more people into a brand experience?
There are plenty of practical methods for generating quality leads. Blogging. Sharing and caring on social media. Strategic landing pages. Event marketing. Email. Most marketers are using all of these channels and more. So why aren’t the majority of brands drowning in qualified leads?
Where should I begin? Research shows that many marketers, about 65 percent, are still struggling to figure out which content is effective. 60 percent are unable to produce engaging content. According to Forrester research, only 23 percent of B2B marketers have moved to a customer-centric organizational structure. A lot of marketers are still missing the mark, using content to appeal to customers, rather than to provide value to customers.
If you want to get more quality leads, you need to do better quality marketing. The trick to doing that is to first step back, in order to move forward. Go back and refine your buyer personas. How can you better meet their nuanced preferences and expectations? Look at where you can improve your blog, vlog, or podcast content to better serve your audience. Forget about chasing the big influencers. It’s the micro-influencers who hold the power of authentic engagement.
No more bull running in a china shop approach. Generating mediocre content and tossing it at your audience. No more throwing dollars at Facebook ads and popular influencers and waiting for the leads to roll in. Here are the hacks that will help you refine and improve your marketing and truly excel at lead generation.
Up Your Content Game
I’m not just referring to the quality of the content you are already publishing – which you should always be on a personal quest to enhance. But rather, what type of content you are using. Content marketing goes far beyond blog posts. Consider investing more so you can deliver a premium level of content.
- White papers
- Event marketing
- Interactive tools
These all offer that something extra to your target audience, whether it is a source of industry research, a chance to upskill, network, or get ahead in their career, or simply, a useful tool that will make their life easier.
Simplify Your Website Design
Dynamic isn’t always a good thing when it comes to trying to get across a message. With website design, the more complex, the bigger disaster you may have on your hands.
Keep your website design clear and to the point. That doesn’t mean you can’t be creative. It does mean avoid excess text, confusing visuals, and too many concepts. What you do want is a clear, succinct message and navigation bar. Lots of white space. Use website real estate for the essentials for getting leads, like forms and contact info.
You don’t want your design to scream when a prospect lands on your site, as is the case (ironically) with the site for Yale University School of Art.
You want it to invite.
Revise Your CTAs
Speaking of website design. How are your call to action’s going? You want to ensure your CTAs are to-the-point, noticeable, and well-placed. As small as the unassuming CTA may be in the overall scheme of your strategy, these are actually one of marketers’ most powerful lead generation tools.
Conversion expert Sid Bharath recommends four components to create an effective CTA:
- A hook – make your CTAs enticing.
- Strategic copy – the copy that leads up to and follows your CTA, as well as the call-to-action itself should be well thought out. Use this text space to dissolve any reservations your potential leads may have and to draw them in with a benefit they can’t resist, without acting like this is what you are doing.
- Design – think clean and minimalist with the right use of color. Your CTA button should contrast the background.
- The right placement – as in, where people will see it. You’ll have CTAs at the bottom of your web pages, such as in the footer or at the end of your content. Also, ensure there is a CTA somewhere immediately visible when someone visits your page, such as in the top-right quadrant. Check your mobile design for CTA visibility as well.
Check Your Lead Scoring
If you want to get quality leads, you first have to determine what a quality lead is. Lead scoring is a simple system to help differentiate leads based on their likeliness of becoming a customer, or even a repeat customer. You assign points to prospects based on the actions they have taken, such as for filling out a form, interacting on social media, or downloading an eBook.
With lead scoring, you know which prospects and leads are more likely to lead to sales and are therefore worth nurturing. You may already be using it. If your system isn’t giving you the insights you need, try refining what your system is based on. 68 percent of successful marketers have found switching to lead scoring based on content and engagement to be an effective move.
Better Personalize Your Emails
How are your email clickthrough-rates? Benchmarks vary wildly depending on industry and business size. Small businesses get around a 2 to 3 percent clickthrough, and larger companies get closer to 10 percent or even more. Overall, the average hovers around 4 percent.
The goal should be to improve your email clickthrough rates to help get more leads. How to do it? A simple trick is to use more personalized messaging. With the style and tone expectations of your target audience in mind, see if your emails make more of an impact with a more conversational tone. Try adding an image in the closing signature – a staff member whose name is on the emails. Use names and first person tone of voice in the subject line, greetings, and closings. Segment your emails with your marketing software to ensure the right people are getting the right messaging depending on where they are in the sales funnel.
According to Experian Marketing Services, personalization leads to six times higher email transaction rates. Don’t forget to use your A/B testing to help determine which personalization methods work for your marketing efforts.
You don’t necessarily have to revolutionize your marketing strategy to get more leads. You may see the results you’re after simply by making a few changes or trying new techniques. Try these hacks. Measure their impact. Then keep making them better. You’ll get more leads as long as you continually prime your marketing for the people you’re trying to reach.