Post on 03-Jun-2020
30THEGREATESTLEADGENERATIONTIPSFORCPAs
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.”
A successful lead generation engine is what keeps the funnel full of future clients while you sleep. Surprisingly, only 1 in10 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 partsneed fine tuning. In this guide, we will expose the top 30 techniques you should utilize to increase leads and revenue.Conversion Pipeline has tested these over the past 7 years and has been used by 8,000+ clients to generate more than9.8 million leads last year.
So what goes into a best-of-class lead generation engine? First, let’s take a look into the mechanics of high performinglead generation campaigns....
- KIPPBODNAR,HubSpot
THEMECHANICSOFLEADGENERATIONBefore we dive into the 30 tips, we should first cover the mechanics of lead generation. The best lead generation campaignscontain most, if not all, of these components. From a tactical perspective, a marketer needs four crucial elements to makeinbound lead generation happen. These include:
OFFER CALL-TO-ACTION LANDINGPAGE FORM
Anofferisapieceofcontentthatisperceivedhighinvalue.
Offersincludeebooks,whitepapers,andfree
consultations.
Acall-to-action(CTA)iseithertext,animageorabuttonthatlinksdirectlytoalandingpage
sopeoplecanfindanddownloadyouroffer.
Alandingpage,unlikenormalwebsitepages,isaspecialized
pagethatcontainsinformationaboutone
particularoffer,andaformtodownloadthatoffer.
Youcan’tcaptureleadswithoutforms.Formswillcollectcontactinformationfromavisitorinexchangefor
anoffer.
Thetipsinthisebook willcovereachoftheseelementssothateachcomponentisfullyoptimizedtohelpyougeneratethemostleadsforyourCPAfirm.Nowthen,let’sgetstarted.
Yes.It’soneofthemostpowerfulwordsinthehumanlanguage.Andifyouthinkaboutallthethingswedoas
marketers,it’sultimatelytogetpeopletosay“yes”toouroffers.
Whenanofferisexclusive,scarce,orinhighdemand,itbecomesmoredesirable.Whethertheyarewhitepapers,
freeconsultations,ordownloads,theseirresistibleelementscanovercomealead’stypicalfriction,doubt,or
concern.
Whydotheseelementswork?Becausetheytriggeraphysiologicalreactionthatmakesanoffermorevaluable.
Peopleneedtoperceivethevalueofyouroffertobegreaterthanwhatyou’reaskingforinreturn.Thehigherthe
perceptionofvalue,themoreirresistibletheoffer.Sohowdoyoucreateirresistibleoffers?Gladyouasked....
CHAPTER1CREATINGIRRESISTIBLEOFFERS
Ifyoulookattheprincipleofsupplyanddemand,you’llnoticethatwhensupplyislimited,demandgoesup.Scarcityhasapsychologicalinfluenceonus,makinguswantsomethingevenmoreifthereisn’tenoughtogoaround.Scarcityisgreatbecauseitcreatesafearofshortage,andthusasenseofurgency.
LimitedTimeOffersLimitedtimeoffersareamongthemostpopularinthescarcitycategory.Justthinkaboutyouraveragecardealership.Practicallyeverycommercialisalimitedtimedeal.
LimitedQuantityOffersWhensomethingisoflimitedquantity,itsuddenlybecomesmoreuniqueorexclusive.Insomestudies,limitedquantityorsupply offershaveoutperformedlimited-timeoffers.Why?Becauseit’shardtotellwhenanofferoflimitedquantitywillsuddenlybecomeunavailable,whileatime-basedofferhasaknownendtime.Limitedquantityoffersaregreatfornotonlygettingpeopletosay“yes”toyouroffer,buttoavoidprocrastinationcompletely.
LimitedTimeandLimitedQuantityUsingbothtacticstogethercanincreasetheperceivedurgency,andincreasethelikelihoodofconvertingavisitorintoalead.
#1UsetheElementofScarcity
It’sanaturaltendencyforhumanstocopyoneanother,evenwithoutrealizingit-- weliketobeapartoftribesandsocialcommunities.Sowhenwenoticeoursocialcircleisdoingonething,wetendtofollowsuit.Onegreatwaytomakeanoffermorevaluableistoshowthatotherpeopleareparticipatinginthatoffer.
ProofinNumbersWhenpossible,agreatwaytoindicatehowawesomeanofferistomentionthenumberofpeoplewhohavepurchased,downloaded,signedup,ordonated.
Someexamplesinclude:
Justmakesureyourclaimsarenotonlytrue,butalsobelievable.
#2TheBandwagonEffect
• Webinars:OnthispagepromotingourwebinarwithFacebook,we’vestatedthatmorethan40,000havesignedup.
• BlogSubscription:Similarly,onourblogunderour“subscribe”module,itindicatesover130,000peoplehavesubscribed.Thisisproofthatit’sahighlytrustworthyandpopularblogpeopleshouldfollow.
• Conferences:EventslikeSXSWandINBOUNDaresomeofthehottesteventsbecausetonsofpeopleflocktothemeveryyear.
Whensomethingisbuzz-worthy,itcreateshighdemand.Insituationslikethis,youcanalignofferswith“what’shot.”Companieswilloftenleveragenewsjackingforthistypeoftechniqueanditworksverywellforoffers,too.
Forexample,theTrumptaxplanexplodedalloverthenews.OurCPAclientswroterelevantcontentwithinformationabouthowbusinessescouldadapttoupdatedtaxlaw.Keepaneyeonthenews.Ifthere’saneventorlawthatisrelevanttoCPAfirms,takeadvantageofit– yourcommentarycouldgetintothenews,satisfyquestionsthatpotentialclientsareasking,andfurtherestablishcredibilitywithyourexistingcustomers.
#3LeverageNewsjacking
“Ifyouhaveanamazingtitle,suddenlyeveryonewantsit.”Yes- peopledojudgeabookbyitscover.Ifyourofferisapieceofcontent,suchasawhitepaper,ebook,orpresentation,puteffortintocreatinganamazingtitle.
Foranexperiment,HubSpot changedthetitleofanebook andrananA/Btesttoseewhichonewouldperformbetter.Theytooktheoriginaltitle“TheProductivityHandbookforBusyMarketers”andchangeditto“7AppsThatWillChangetheWayYouDoMarketing.”
Asyoucansee,therevisedversionoutperformedtheoriginalby776%atgeneratingleads(firsttimesubmissions).Notonlythat,butitresultedinmorecustomersaswell.
#4FocusonCreatingAnAmazingTitle
Themostcommonofferweseeonmostwebsitesis“ContactUs.”Sure,youwantallyourprospectiveclientstoreachouttoyou,butnoteveryoneisready.Asyouknow,prospectiveclientsaremorelikelytodotheirownresearchbeforeevenengagingwithyou.Everyprospectiveclientisatadifferentstageofconsideration.Somemayneedmoreeducationthanothers.That’swhyit’simportanttodevelopdifferentoffersdesignedtocatchprospectiveclientsatdifferentstages– whethertheyneedtheyareTopofFunnel,MiddleofFunnel,orBottomofFunnel.
Someoneatthetopofthebuyingcyclemaybemoreinterestedinageneralinformationalpiecelikeataxguideorauditsandassurancesebook,whereassomeonemorecommittedatthebottomofthecyclemightbemoreinterestedindiscussingtheiremployeebenefitplanwithyourCPAfirm.Youdon’tneedtopickandchoose;createoffersforeachphase,andincludeaprimaryandsecondaryCTAtotheseoffersonvariouspagesthroughoutyourwebsite.
#5CreateOffersForStagesofConsideration
Aprofessionalimageisnecessarybutyoustillwanttoavoidthedreadedcorporategobbledygook.Whatisgobbledygook,youask?Greatquestion.
Jagon termsandphrasesareover-usedandabused,especiallyinaccounting.Overuseoftermsrendersthemmeaningless,especiallytothoseunfamiliarwithyourindustry.Thesewordsaremeanttoaddmoreemphasisofaparticularsubjectbutinsteadtheyconfuseprospectiveclients.
P&L,AR/AP,CashBasisAccounting,andmoreareallhelpfultermsforyouinternally,butyouneedtomakesurethatyourprospectiveclientsareeducatedaboutthesetermsbeforeyoulaunchintojargon.Avoidover-usedtermsoroverly-obscuretermstoreachyourprospectiveclientswherethey’reat.Beaneducator,notanobfuscator.
Tolearnmore,downloadTheGobbledygookManifestoebook byDavidMeerman Scott
#6AvoidCorporateGobbledygook
Notalloffersarecreatedequal.Some“formats”ofoffersperformbetterthanothersatconvertingleads.Forexample,what’smorevaluable,awhitepaperoranebook?It’simportanttotestdifferenttypesofofferswithyouraudiencetodeterminewhatworksforyou
Belowarethetypeofoffers,inorderofperformance,thatgeneratethemostamountofleads.
#7UseHigh-ValueOfferFormats
• Ebooks orGuides• TemplatesorPresentations• Research&Reports• Whitepapers• Kits(multipleofferspackagedtogether)• LiveWebinars• On-demand Videos• Blog(includingoffersinthenav orsidebar)• Blogposts(ifthereisaCTAinthepost)• Middle-of-the-funneloffers:DemoRequests,ContactSales,RFP,Etc (moresales-readyoffers)
Calls-to-action(CTA)arethesecretsaucetodrivingpeopletoyouroffers.IfyourCTAsaren’teffectiveatcapturing
people’sattentionandpersuadingthemtotheclick,thenitmakestheofferuseless.
CTAscanbeusedonservicepages(non-landingpages),indisplayads,email,socialmedia,directmailandpretty
muchanywhereyoucanmarketyouroffer.
ButnotallCTAsarecreatedequal.Inaworldwhereeveryoneisfightingforattention,it’scriticalthatprospects
chooseyourofferoveryourcompetitors’.Inthisguide,we’lluncovertipstocreatingCTAsthatrock.
CHAPTER2CALLS-TO-ACTIONTHATROCK
Calls-to-actiondobest“abovethefold”- thespacewhereyourwebpageisviewabletotheuserwithouthavingtoscrolldown.Accordingtoheatmapanalysis,anything“belowthefold”willonlybeviewedby50%ofpeoplewhovisityourpage.DoublingimpressionsonyourCTAscansignificantlyincreaseyourleadcount.
#8PlaceYourCTAWheretheEyeCanSee
NoticetheplacementoftheprimaryCTAontheFreshbooks homepage.Twobuttonsfor“TryitFreefor30Days”standoutabovethefold
ThatisoneofmyfavoritephrasesIlearnedfromthefolksatMarketingExperiements.Oftentimes,marketerswillputmorefocusonbeingcleverthanclear.BecrystalclearaboutwhatofferisinyourCTA.Andbespecific.Ifyou’regivingawayafreeguide,say“DownloadourFREEguidetoX.”Ifyou’rehostingafreewebinar,say“RegisterforourFREEwebinaronX.”Xshouldclearlyconveyacompellingbenefitofreceivingtheoffer.Thisismuchmoreeffectivethan“DownloadNow”or“GetaFreeArticle.”Thesesimplyaren’tspecificenough.
#9ClarityTrumpsPersuasion
NoticethatthisCTAistopromoteafreeebook.Thereislittlecopyinthisbanneradandabuttonthatindicatesit’sclickable.
Acall-to-actionismeanttostandout,soifyourCTAblendsintoomuchwithyoursitedesign,noonewillnoticeit.Youwantasmanyeyeballstolandonthatcall-to-actionaspossible,sousecontrastingcolorstomaketheCTAstandout,andmoreimportantly,usedesigntomakeitclearitisaclickablecall-to-action.
#10UseContrasttoMakeCTAsStandOut
WhileEvernote hasabeautifullydesignedwebsite,theprimarycall-to-actionfortheirfreetrialissomewhatburiedbecausethebuttonisthesamecolorasthegreenbackground.Itwouldbeworthtestingtoseethatifadifferentcolor- suchasblue,red,ororange- wouldresultinmoreclicks.
Thistipmightseemminor,butit’sincrediblehowoftenbusinessesmissthisopportunity.Calls-to-actionaremeanttosendvisitorstoadedicatedlandingpagewheretheyreceiveaspecificoffer.DonotuseCTAstodrivepeopletoyourhomepage.EvenifyourCTAisaboutyourbrandorproduct(andperhapsnotanofferlikeadownload),stillsendthemtoatargetedlandingpagethatisrelevanttowhattheyarelookingfor.IfyouhavetheopportunitytouseaCTA,sendthemtoapagethatwillconvertthemintoalead.
#11LinkYourCTAtoaDedicatedLandingPage
ThisCTAforaTwitterebook drivesvisitorsdirectlytoalandingpageforthatebook.
CTAsshouldn’tbeonesizefitsall.IfyourCPAfirmoffersvariedservices,youmaywanttoconsidercreatingadifferentofferforeachofthem.ThenyoucanplaceCTAslinkingtoeachofferonthewebsitepagesthataremostrelevanttothatoffer.
#12PromoteOffersonServicePages
Inthisexample,aCTAfor“RequestaDemo”isplacedonaproductpage.Togeneratemoreleads,wemightalsohaveaCTAfora“FreeGuidetoSEO,”becauseitisrelatedtotheproductoffering.
Evenifsomeonecompletesaformonyourwebsite(thusthey’veconvertedasalead),don’tstopthere.Increasingengagementisalsoatoppriorityformarketerssothatprospectsturnintoloyalfans.
Oncesomeonereachesa“thankyoupage,”thepagethatavisitorarrivesonaftercompletingaform,usethatspaceasanopportunitytopromotemoreoffersandcontent.Forexample,ifavisitoronconversionpipeline.com downloadsaguideonemailmarketing,wecanofferthemanotherofferforaEmailRFPforachancetoseeademoofouremailmarketingplatform.
#13ThankYouPagesAreGreatCTARealEstate
PrecallPro,aHubSpotcustomer,offersasecondarycall-to-actionforademonstrationontheirthank-youpage.
Landingpagesareoneofthemostimportantelementsofleadgeneration.Infact,accordingtoMarketingSherpa’s
research,landingpagesareeffectivefor94%ofB2BandB2Ccompanies.Theuseoflandingpagesenables
marketerstodirectwebsitevisitorstotargetedpagesandcaptureleadsatamuchhigherrate.
What’sgreataboutlandingpagesisthattheydirectyourvisitorstooneparticularofferwithoutthedistractionsof
everythingelseonyourwebsite.Visitorsareonalandingpageforoneandonlypurpose:tocompletethelead
captureform.
CHAPTER3LANDINGPAGESTHATCONVERT
Landingpages,sometimescalleda“LeadCapturePage,”areusedtoconvertvisitorsintoleadsbycompletingatransactionorbycollectingcontactinformationfromthem.Landingpagesconsistof:
#14ElementsofanEffectiveLandingPage
Aheadlineand(optional)sub-headline
Abriefdescriptionoftheoffer
Atleastonesupportingimage
(Optional)supportingelementssuchastestimonialsorsecuritybadges
Andmostimportantly,aformtocaptureinformation
20MarketingTrends&Predictionsfor2016&Beyond
Onceavisitorarrivesonalandingpage,it’syourjobtokeepthemthere.Iftherearelinksonthepagetomoveaboutyourwebsite,itwilldistractthevisitoranddecreasethechanceofthemconvertingonthepage.
Oneofthebestwaystoincreaseyourlandingpageconversionratesistosimplyremovethemainnavigationfromthepage.That’sit!
#15RemovetheMainNavigation
Removedmainnavigation
KeepyourmessagingconsistentonbothyourCTAandtheheadlineofthelandingpage.Ifpeopleclickonalinkforafreeofferandthenfindoutthere’sacatchonthelandingpage,you’llinstantlylosetheirtrust.Similarly,iftheheadlinereadsdifferentlythantheCTA,itmightleadtoconfusion,andthevisitormightwonderiftheCTAislinkedtothewrongpage.
#16MatchtheHeadlineoftheLandingPagetotheCorrespondingCTA
I’msureyou’reawareoftherule“keepitsimple,stupid.”Thesameappliestolandingpages.Aclutteredpagemeansadistractedvisitor.Bebriefandtothepoint;it’sintheofferitselfwhereyougivemoreinformation.Inadditiontoyourheadline,includeabriefparagraphexplainingwhattheofferis,followedbyafewbulletpointsoutliningthebenefitsoftheoffer.
#17LessisMore
Makeitclearinyourbriefparagraphand/orbulletpointswhatthebenefitsoftheofferare.It’smorethanjustlistingwhattheofferiscomprisedof;ittakesabitofspin.Insteadof“IncludesspecificationsofproductXYZ,”saysomethinglike“FindouthowXYZcanincreaseproductivityby50%.”Inotherwords,conveythevalueofyourofferclearlyandeffectively.
#18EmphasizetheBenefitsoftheOffer
Thelandingpagecopytellsthevisitorwhattheywillreceivewhendownloadingtheoffer.
Onyourlandingpage,don’tforgettoincludebuttonstoenableyourprospectstosharecontentandoffers.Includemultiplesocialmediachannelsaswellasemail,sincepeoplehavedifferentsharingpreferences.Whenyourofferissharedmore,morepeoplelandonthepage,andthereforemorepeoplefilloutyourformandbecomeleads!
#19EncourageSocialSharing
Socialmediasharingbuttonsareprominentlydisplayedonthepage.
Accordingtoamarketingbenchmarksreport,companiesseea55%increaseinleadsbyincreasinglandingpagesfrom10to15.Themorecontent,offers,andlandingpagesyoucreate,moreopportunitiestogeneratemoreleadsforyourbusiness.
#20MoreLandingPagesEqualMoreLeads
Formsarethekeytoalandingpage.Withoutthem,thereisnowayto“convert”avisitorintoalead.Formscomein
handywhenit’stimeforpeopletosignup,subscribetoyoursiteordownloadanoffer.
Thefollowingtipswilluncoverhowtobuildgreatlandingpageforms.
CHAPTER4OPTIMIZEDFORMS
Youmightbewonderinghowmuchorhowlittleinformationyoushouldrequirewithaform.Thereisnomagicanswerwhenitcomestohowmanyfieldsyourformshouldcontainbutthebestbalancewouldbetocollectonlytheinformationyoureallyneed.
Thefewerfieldsyouhaveinaform,themorelikelyyouwillreceivemoreconversions.Thisisbecausewitheachnewfieldyouaddtoaform,itcreatesfriction(moreworkforthevisitor)andfewerconversions.Alongerformlookslikemoreworkandsometimesitwillbeavoidedalltogether.Butontheotherhand,themorefieldsyourequire,thebetterqualitythoseleadsmightbe.Thebestwaytodeterminewhatworksbestistotestit.
#21TheRightFormLength
Thatisthequestionmostofyourvisitorsareasking.OneofthebestwaystoincreaseformconversionratesistosimplyNOTusedefaultwordonyourbutton:“SUBMIT.”
Ifyouthinkaboutit,noonewantsto“submit”toanything.Instead,turnthestatementintoabenefitthatrelatestowhattheyaregettinginreturn.
Forexample,iftheformistodownloadabrochurekit,thesubmitbuttonshouldsay,“GetYourBrochureKit.”Otherexamplesinclude“Downloadwhitepaper,”“Getyourfreeebook,”or“JoinourNewsletter.”
Anotherhelpfultip,makethebuttonbig,boldandcolorful.Makesureitlooks likeabutton(usuallybeveledandappears“clickable”).
#22ToSubmitorNottoSubmit
Don’tdothis!
Peoplearemoreresistanttogiveuptheirinformationthesedays,especiallybecauseoftheincreaseinspam.Thereareafewdifferentelementsyoucanaddtotheformorlandingpagetohelpreduceavisitor’sanxietytocompletetheform:
#23ReduceAnxietyWithProof-Elements
Exampleofsecuritysealsatthebottomofalandingpageform.
• Addaprivacymessage(orlinktoyourprivacypolicy)thatindicatestheiremailwillnotbesharedorsold.
• Ifyourformrequiressensitiveinformation,includesecurityseals,aBBBrating,orcertificationssothatvisitorsknowtheirinformationissafeandsecure.
• Addingtestimonialsorcustomerlogosisanothergreattoindicatesocialproof.Forexample,ifyourofferwasforaFreeTrial,youmaywanttoincludeafewcustomertestimonialsaboutyourproductorservice.
Sometimespeoplewon’tfilloutaformjustbecauseit“looks”longandtime-consuming.Ifyourformrequiresalotoffields,trymakingtheformlookshorterbyadjustingthestyling.
Forexample,reducethespacinginbetweenfieldsoralignthetitlestotheleftofeachfieldinsteadofaboveitsothattheformappearsshorter.Iftheformcoverslessspaceonthepage,itmayseemasifyou’reaskingforless.
#24MaketheFormAppearShorter
Both forms have the same amount of fields, but version Amight look shorter than B on the page.
Yourwebsiteisn’tasilo.Marketersmustutilizemanyotherchannelsinordertomaximizetheirleadgeneration
efforts.Inthissense,achannelmightbeaawebsite,asocialmediaplatform,anemail,oratextmessage.The
objectiveistomakeiteasyforprospectiveclientstoresearch,evaluateandpurchaseservicesinanywaythatis
mostappropriateforthem.It’sallabouthavingtherightmarketingmix.
Inthislastchapter,wewillbrieflycoverafewchannelsthathelpbusinessesgeneratethemostamountofleads.
CHAPTER5MULTI-CHANNELLEADGENERATION
AccordingtoHubSpot’s recentBenchmarksreport,companiesthatblog6-8timespermonthdoubletheirleadvolume.Thisprovesthatbloggingisahighlyeffectivechannelforleadgeneration.
Ineveryblogpost,includehyperlinkstolandingpageswithinthecopyofthepost,aswellasaprominentcall-to-action.
#25BloggingBringsintheLeads
AnexampleofaCTAatthebottomofaHubSpot blogpost.Theoffermatchesthecontentofthepostforrelevance.
Manybusinessesmaythinkthatemailmarketingisonlybestusedwhencommunicatingwithexistingprospectsandcustomers.Notso!Emailcanbeagreatchannelfornewleadgeneration.Herearesomewaysyoucanuseemailtogeneratemorenewprospects:
#26EmailMarketing
Simpleemailpromotingavaluableofferthatincludessocialmediasharingbuttons.• Focusonanopt-instrategy.Ifyou’rebuyingemaillistsandspammingyour
prospects,noonewillwanttoshareyouremailwithothers.Theywillonlywanttounsubscribe!Thefirststeptoemailleadgenerationistomakesureyouhavehappysubscribersthatenjoyreceivingemailsfromyou.
• Sendpeoplevaluableoffers.Ifyousendreallyinterestingorvaluedoffers-whetherit’sdownloads,discountsoreducationalcontent- peoplewillmorelikelyshareyouremailswiththeirfriendsorcolleagues.
• Givepeoplethetoolstoshare.Don’tforgettoadda“ForwardtoaFriend”linkorsocialmediasharingbuttonswithineachemailsopeopleareencouragedtopassiton.
Socialmediaisn’tjustforlikingfunnypicturesortweetingwhatyouateforbreakfast.Socialmediaisanemergingchannelthatmanybusinessesaretakingadvantageof.Herearesomegreattipsforgeneratingleads.
#27SocialMedia
• Buildaloyalfollowing.Buildingarelationshipwithpotentialclientsisacriticalfirststep.Socialmediaconnectionsarereallyaboutpeople-to-people,notalwayscompany-to-individual.Gettoknowyouraudienceonline,communicateandshareinformation.Inordertogenerateleads,youneedtohavehumaninteractionwithothers.
• Remember,socialmediaisadialogue.Companiesthatonlyusesocialmediatoblastoutmessagesaboutthemselvesaren’tusingsocialchannelseffectively.Thegoalistointeractwithothersandbehelpful.Whenyousharecontentonsocialmedia,don’talwayspostsomethingthatrelatestoyourcompany.Sharelinkstootherinterestingthingsyou’vefoundonline.Peoplewillbeverythankfulyouarenoticingtheirwork,too!
• Influenceconnectionsforcontentsharing.Publishingandsharingcontentthatdirectstraffictotargetedlandingpagesisthesinglebiggestlevertoincreaseleadgenerationthroughsocialmedia.Shareyournewcontentoffersbypostinglinkstolandingpages,andinaddition,shareblogposts,discounts,andothergreatresources.
Whilepromotingyouroffersinmanychannelsiscrucialforleadgeneration,it’salsoequallyimportanttomakeiteasyforpeopletofindyourlandingpagesthroughsearchengines.Todothis,youneedtoapplysearchengineoptimization(SEO)bestpracticestoyourlandingpages,suchas:
#28OrganicSearch
• Pickaprimarykeywordforeachlandingpageandfocusonoptimizingthatpageforthatword.Ifyouoversaturateapagewithtoomanykeywords,thepagewillloseitsimportanceandauthoritybecausesearchengineswon’thaveaclearideaofwhatthepageisabout.
• Placeyourprimarykeywordsinyourheadlineandsub-headline.Theseareasofcontenthavegreaterweighttosearchengines.
• Includethekeywordsinthebodycontentbutdon’tusethemoutofcontext.Makesuretheyarerelevantwiththerestofyourcontent.
• Includekeywordsinthefilenameofimages(e.g.mykeyword.jpg)orusethemintheALTtag.
• IncludethekeywordsinthepageURL.
Youroffersthemselvesaregreatchannelsforleadgeneration.Forexample,inthisebook Ihaveincludedlinkstoothercontentoffersyoucandownload.Aspeoplesharethisebook,theymaydiscoverotherresourcesthatweofferbythelinkswithinthecontent.
#29UseLinksandCTAswithinOffers
Withinthisebook “25WebsiteMust-Haves,”arelinkstootherebooks andguides.
Whilethisisn’tachannelperse,itis agreatwaytoincreaseleadsacrossallchannelsandtactics.A/Btestingcanbeusedincalls-to-action,landingpages,emailmarketing,advertising,andmore.AccordingtoHubSpot research,A/Btestingyourlandingpagesandotherassetscanhelpyougenerateupto40%moreleadsforyourbusiness.Whendonecorrectly,A/Btestingcanprovideahugecompetitiveadvantageforyourcompany.
#30A/BTesting
CONCLUSIONGeneratingleadsonlinehasthepowertotransformyourmarketing.Usinggreatoffers,calls-to-action,landingpagesandforms- whilepromotingtheminmulti-channelenvironments- canreduceyourcost-per-leadwhiledeliveringhigherqualityprospects.
Thebasicshereinarejustthebeginning.Thisguidecontainsmanybestpracticesforeveryaspectsofleadgenerationtohelpbolsteryourconversionrates,butthesetacticsareonlythetipoftheiceberg.Continuetotweakandtesteachstepofyourinboundleadgenerationprocessinanefforttoimproveleadqualityandincreaserevenue.
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ConversionPipelinewasfoundedin2009anddesignedaroundrealleadgenerationstrategiesforcompanies.
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