Understanding the strategies of inbound marketing can be pretty daunting, but V2Works has taken the guesswork out of the equation. Generating leads — both high in quantity and quality — is a marketers most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. What gives? There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know which parts need fine tuning.
Within the mechanics of lead generation, there are four key elements to consider: The Offer, a Call-to-Action (CTA), a well designed Landing Page, and lastly the Form. These four elements are crucial in making lead generation happen successfully.
Give your audience an offer they can’t refuse. Simple, right? The offer is a piece of content that is perceived to be of high-value to your potential leads. Often it’s as simple as offering an e-book or coupon — but often can be something like a free-consultation, product demo, or white paper. You’ve got something great and you want to share it with them (and your visitors only have to share their contact information). Now, how to do that?
Just what you think it is — CTA’s ask your potential leads to do something. This often comes in the form of a link (text) or a button that connects directly to a landing page where people can find and have the opportunity to download your offer. Keep them straight-forward and honest — be explicit about what you’re offering and how said offer will be delivered them. Easy peasy, right?
The Landing Page
Here’s the vehicle for your offer. This isn’t your every day webpage — it’s a specialized page with information only on the offer. Landing pages should have no navigation, so as to not distract your potential lead — just the facts and only the facts. What’s great about landing pages is that they direct your visitors to one particular offer without the distractions of everything else on your website. What about that offer? We just need a little info from you first…
Gather your visitor’s contact with a simple form in exchange for what you’re offering. There’s really no way to “convert” a visitor into a lead without one… Be sure to ask the right questions of your visitors. By tailoring your forms to the value of your offer, and your audience, you’ll be collecting information you want versus gathering contact info for visitors that aren’t actually interested in you or what your company has to offer.
The key to better lead generation is understanding of your target consumer and dedication to producing helpful content for that consumer. By using great targeted offers, calls-to-action, landing pages, and forms, you can reduce your cost-per-lead while delivering higher quality prospects to your sales team. Keeping each of these crucial elements in your inbound marketing campaign will help you to fully optimize your efforts and generate the most leads for your business.