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.

ABOUTUS

WeareaPremierGooglePartnerandourleadershipmembersareallGoogleCertified.Combinedwithourteamofexpertdevelopersandwebdesigners,ConversionPipelineisapowerhousedigitalmarketingagencywithexpertiseinsearchengineoptimization,websitedesign,payperclickadvertising,socialmediamarketing,contentandemailmarketing.

ConversionPipelinewasfoundedin2009anddesignedaroundrealleadgenerationstrategiesforcompanies.

GetYourAssessmentWithanInboundMarketingSpecialist.