Okay, so I am going to make a very bold claim here. I am going to go out on a limb and say… I can take you from someone who knows absolutely nothing about lead generation, to a lead gen expert!
If you understand everything I am able to share with you, you can start a lead gen business tomorrow and be generating profitable leads within a day.
Without leads, a business simply can’t stay in business.
Leads are the qualified prospects who can become customers and clients of your business.
Marketers, particularly online marketers, rely on multiple avenues to get new leads to their businesses to boost their bottom line.
More often, these avenues don’t yield the results that we so often hope.
If I were to take a guess, I’d say you’ve spent a lot of time creating content, hoping to attract the right leads, but you still aren’t getting results, it can be discouraging. But hear me out… you are NOT alone my friend.
There was a time in the infancy of my marketing career, that I struggled to acquire leads as well.
Today, I want to show you proven hacks that can grow your leads by up to 200%.
Before we hope right into this, I need you to ask yourself a couple of questions.
What does a potential customer want?
How can you build enough trust with them in a short amount of time to convert them into a buying customer?
Once you find the answer and you’re able to tie it into a high converting website, you’ll be able to successfully generate leads consistently. Always optimizing your landing page / website will allow you to grow your leads list more and more each day.
Ultimately, your website’s main goal will be to sync it with your other marketing channels to always be providing value to the leads you acquire. In addition, this also means that creating to RIGHT content is at the top of your list.
Before you know it you’ll have one massive marketing money making machine!
Now sit back, grab your favorite beverage because we’re about to hop right into this.
Tip #1: First Impressions Matter
Lead generation starts with the first impression. And like many marketers, it’s your homepage that receives the most traffic. Something as simple as optimizing certain elements on your lander such as the main headline, subtitles and even your images can increase conversions up to 60%.
Once you’ve begun promoting your site; whether it be from podcasts you’ve done, YouTube videos, referral sites, social media or other sources, you’ll start to be able to optimize your site to get the highest conversions.
Since the homepage receives a tremendous amount of traffic, it would behoove you to start tweaking and improving your sites content as the traffic starts coming in. Using a simple A/B split tester tool will make this a breeze as it will allow you to divvy up the traffic and choose how much goes to one version compared to how much goes to the other.
Sending visitors to your homepage is ideal as it allows your potential customers to see the “store front” of your business. Then from there they can choose where exactly they’d like to go.
Think of it in terms of walking into a supermarket. There’s only one entrance, but once you’re in there’s numerous different aisles and departments you can go to.
Other tactics that can increase leads are adding in widgets or tools like a “must read” section on your page. This can allow visitors to read or view the hottest content your site has to offer.
On the contrary, you can also give away a service or a product on your site such as an e-book, consultation, or maybe even a cheat sheet that customers can opt in to.
If a customer chooses to opt in to something other than what they originally visited your site for, you’ll want to be sure to tag them as such and ensure that they receive the correct offer and follow up marketing through whichever channel you so choose.
However, don’t make another offer on your page completely opposite than its main purpose. Doing so can easily confuse your visitors and cause them to leave all together.
For example, if you visit a sporting goods website, maybe there’s a flash sale for free shipping if they buy in the next 15 minutes. This would be congruent as they likely came to the site to shop for a product.
I wouldn’t want to upsell them for new tires for their car or a better rate on their homeowners insurance.
If setting up or running an entire website isn’t your business model or piques your interest. There are landing page tools such as Unbounce or Clickfunnel to quickly and effectively create landing pages without setting up and entire website.
Tip #2: Use Power Headlines
When someone visits your site the first thing that they see is the headline. We all know exactly how important first impressions are.
In today’s day and age, you have less than 3 seconds to grab someone’s attention before that exit out and continue browsing elsewhere. You’ll need to get very good at creating not only eye-catching headlines, but headlines that create an image and evoke emotion.
So how exactly can this be done?
If you want to create a lasting impression in your writing, you have to draw attention with verbs.
You want that headline to quickly grab their attention and relay a clear and concise message to your visitor of what it is that you’re offering.
What makes a headline powerful?
Is it the font, keywords, color, topic, length or call to action? While each of these have a huge effect on how people will respond to your headline, it’s no one size fits all. More often than not the combination of each will factor into how people engage with your headline.
However, each of these can and should evoke curiosity and persuade people to click.
If you give enough attention to detail of each piece of the headline, you’ll not only increase your conversion rates, but you’ll increase your chances of ranking high in search engines.
Search engines can calculate what’s referred to as you “bounce rate” or how long someone stays on your page. The better your headlines, the more engage your visitors, the longer they stay and the better your site will rank on a search engine.
This is a well-known little fact with copywriters all over the world. And in fact, it’s why they spend so much time and effort to create the most engaging headlines the internet has to offer. It’s said that eight out of ten people will click your headline if it catches their attention.
No matter the platform — whether it’s your blog, social media, website, other blogs (when you write a guest post), or when you create any type of content that will drive leads … you have to make sure that your headline contains STRONG verbs and call to action. You have to give your headline the STRENGTH they need to leverage all the beautiful traffic you send to it.
A strong verb is a specific, descriptive verb used in writing. Strong verbs are used to convey a direct message. You’ve always got to have it in the back of your mind that we live in a fast-paced world.
Think about it. We live in the world of fast. We’re all about fast Internet, fast websites, fast food; we want everything yesterday. There is no time to wait.
Now, imagine how impatient your target audience will be if your writing isn’t straight to the point or doesn’t offer any immediate reward. Yeah, not good. Especially now that sites like Facebook and Google are asking it’s users for feedback on their experience when they visited your site. Making it a transparent and enjoyable experience for your users in KEY.
So what kind of verbs can truly enhance your headlines?
When you use strong verbs in your headline, it’ll make you a better writer. Your writing will be concise and descriptive. This is exactly what your visitors want.
Here’s an example of awful verb usage in this sentence:
She is going to the mall.
While it is a proper sentence, it’s… boring. Instead of saying the she “is going” we can strengthen the verb.
How can we make it more interesting? What exactly is her mode of transportation? Did she fly there, walk, catch a cab, pogo stick, ride her bike?
Let’s strengthen the sentence better by including a different verb:
- She walks to the mall.
- She runs to the mall.
- She flew to the mall.
- She took a cab to the mall.
As you can see, these all describe a girl getting to the mall, but all invoke very different images in our mind’s eye.
Here are some examples of strong verbs:
It should be noted that strong verbs in your headlines will not increase your leads by 200% all by themselves. But, they can add meaning, conviction and clarity to your headline, so that your readers and potential customers will relate to your message.
In addition to using strong verbs in your headlines, you also have to focus on length. Headlines that are too long tend to be easily forgotten or ignored. It’ll improve your writing and evoke curiosity in your readers.
Having strong verbs in your landing page headline, blog post headlines, and more will increase your conversions, especially when you test them out.
Using tools like VWO software or hotjar to see how exactly your website visitors are responding on your website and if your headline is helping or hurting your conversions.
One case study shared by VWO actually showed where they decided to test four different headlines on one of their website’s page.
They split test the following headlines:
- Businesses grow faster online!
- Online advertising that works!
- Get found faster!
- Create a webpage for your business
It didn’t take long for the data to show the clear winner. By the time the A/B split testing was complete, they found out the final headline was generating 90% more leads then the aforementioned headlines.
When it comes to headlines, you need to remember to not only use strong verbs, but you also have to focus on how long your headline is. Headlines that are too long tend to be easily forgotten or ignored. And headlines that are too long may be overlooked and not fully read.
Tip #3: Link Your Content
One of the best lead generation tips you should take away from this post is how a webinar can work so magnificently in your favor.
If you want to take your lead generation to the next level, you should consider hosting a webinar. Successful internet marketers know the power behind a well-planned webinar.
Webinars are a relatively low-cost, easy and effective way to share your message with a large targeted audience who actually asked for it when they registered. Furthermore, this content can be shared over and over again across multiple marketing channels.
I remember the first time I had put together a live webinar. I was so worried I wouldn’t get very many people to register for it. I was worried I chose a bad time or maybe it was something that the people didn’t even want.
Then came the launch day. I nervously sat waiting for people to sign on and my heart began to sink and there were no where near the amount of applicants that signed up to attend actually logging on.
I did my best to not let that bother me and pushed through the webinar.
I quickly decided to send out the replay to those that weren’t able to make it for one reason or another.
I couldn’t believe my eyes. Almost 90% of people that sign up for the event actually watched the webinar even if they couldn’t make the initial live version. From then on out, I knew that those who opted in to view my webinars were showed true interest in what it was that I had to say.
One of the most effective ways to generate qualified leads, apart from word of mouth referrals, is webinars. When you bring people together for the sole purpose of educating them, you’ll generate hot leads.
Many marketers believe that webinars and seminars are the most effective methods for generating targeted leads.
If you can host a webinar and link to it directly in your content, your leads will take you more seriously, because you’ve provided value before asking them to register. Even if the schedule event is something they can’t make, they’re still interested in what you have to say.
This is actually quite different from a regular landing page that doesn’t offer much value to the user.
The challenge that most people face (myself included at first), when they host webinars, is getting enough people to register. But, you can drive webinar registration by linking directly to it.
When people are fully engaged and excited for something unique that they people will provide tremendous amount of value, wonderful things can happen, right on the spot.
Let’s take a second to reflect on one of the sole purposes of a webinar.
Webinar is from the word Seminar which is a discussion or a training of some sort. So ultimately engagement is the sole purpose of hosting a webinar. The longer you can captivate your audience and get them to stay and engage on your webinars, the more likely they will be involved when it comes to the Q&A at the end of the training.
You can generate leads, nurture them and build a thriving business, solely with webinars. I’ve found over the years that roughly 30%–40% of webinar attendees are turned into leads.
There’s no arguing that bringing the right people together in a virtual platform increases trust, leads and sales. No matter what your industry may be, you have to recognize that people want to belong. You’ll build a solid audience that trusts and believes in what you have to offer.
Simply put, people want to learn from experts.
And, you don’t have to be an Influencer to successfully host a webinar.
You simply have to position yourself as an expert in a particular topic and people will want to hear what you have to say.
The most important factor in increasing user engagement is how useful your webinar is.
If you can host your webinars around a theme that is trending and hot, you’re three times more likely to have them stay to the end as they fear they may be missing out of a key piece of market value.
When building and designing your webinars, you need to keep in mind that your ultimate goal is to increase leads. And in order to successfully do so, you need provide tremendous amount of value to your audience.
The content you create and share should run congruent to your overall business goals. Naturally, your blog readers, email subscribers and customers might have developed an emotional connection with your content. When they’re reading your post, they have a mindset that you’re only interested in solving their problems.
Blogging and vlogging are two powerful ways to build trust with your audience. If you want more people to register, reserve their slot and attend your webinar, then you need to have this established level of trust with them.
That’s where content creation comes into play.
The role of webinars in the sales process can’t be ignored, because most businesses have experienced higher sales when they hosted a webinar as opposed to running paid traffic to any given audience.
The more useful and interesting your content is, the higher your engagement rate through the webinar will be. Consequently, when you link to your webinar from within your content, it’s a sign that you want to offer more value to your readers without giving them the idea that you’re out to churn a profit.
When you have the attention and trust of your attendees, you can recommend a product or service that’ll help them. You have a responsibility to qualify your leads and map your leads’ buying journey. Every stage of the customer buying process is important during the webinar.
Yes, you can sell, but there is a smart way to do it, especially when you’re mindful of your brand and reputation. You don’t want anything that will hurt it or separate you and your audience.
Here’s exactly how to sell during the webinar:
- STRONGLY encourage questions. For each webinar I usually host, I typically leave 45 to 60 minutes just for questions.
This is without a doubt a sure-fire way to show everyone that attends just how much you care about them. You begin to build a stronger rapport with your audience which will ultimately creator more loyal customers in the long run.
- Drop a TON of knowledge. Seriously, give so much value before you even ask for anything in return.
You need to give, give, give, give…. Give, give, give and give some more before you ask for a sale. This extends so much further than just with webinars. This easily spills over into all the content you create. After all, his how to draw in your potential customer and, hopefully, keep them.
- Create a survey. Surveys are a create way to learn about what your audience / attendees want and can improve customer satisfaction because of such.
Throughout the webinar, I usually ask the attendees to respond to a simple questionnaire. Most webinar software I’ve used easily allow you to see the attendee survey results of what their overall interests are. You can then forward the report to your sales page and tweak the offer, copy and call-to-action to maximize sales.
- Give them a demo at registration
Often times I’ve asked people if they would be interested in trying out my product during the registration process. Doing so has led up to 15% more conversions than just offering a free sample trial.
- Sense of urgency + irresistible offer = even more conversions
If your offer is hot and timely you can see an increased sales conversion that ranges anywhere from 5% – 60%.
- Exclusive content – Another excellent way to sell during the webinar is to offer premium content to only those on the LIVE webinar. It could be your new training guide that you haven’t released on your blog or some bonus videos you’ll give away as an incentive for attending the live webinar.
To grow your business and nurture a passionate audience and customers that will stand the test of time, you’ve got to feed them with premium content.
The type of content that is exclusive to only a very select group of people that truly want it. This group and can be big or small, it does not matter.
This elite group should receive only the most exclusive content you have to offer. Contend that cannot be found anywhere else on the web. The will add great value and scarcity to you content. It will create a buzz in the community as people begin to talk about the EXCLUSIVE value they received.
If you want more people to register for your webinar, you’ve got to partner up with influential bloggers and leverage your homepage (which always attracts the most views).
You’ve also got to blog about your webinar and link to the landing page from your blog posts. Also, don’t forget to market your webinar through social media. And, don’t be afraid of paid media or promoting your webinar through keynote speakers.
Tip #4: Build trust with simple sign up
You ever goto a website and see that you can easily create an account / sign up by logging in with your Google or Facebook account?
You can acquire even more customers to your business by limiting the amount of information that they need to input in the forms. That’s how successful companies are built. It can certainly work for yours, too. Creating this ease of use for your customers.
That’s because the social world we love come to know has brought us convenience across the web.
Companies like Facebook and Google have our full names, residential addresses, phone numbers and more are now stored on their servers. This has made it possible for marketers to create a flexible and simple sign-up flow.
Using social media giants to get customers to login to your site personalize your marketing campaigns. An effective marketing strategy can be efficiently deployed when you see and address your customers not as a group, but as individuals.
Many digital companies have not been using this tip to get more leads. The truth is that Google and Facebook are so popular, and most bloggers, content marketers and online entrepreneurs have these accounts.
Since Pinterest started using this strategy, years ago they’ve increased their user database 100 fold easily. Pinterest now has over 50 billion pins and millions of active, loyal users.
I actually prefer to allow users to opt in with Google account over any other account for the simple fact that because with one Google account (Gmail), you can log into Google Analytics, YouTube, Google Drive, Google Docs, Blogger and more and there is a TON of useful data in there.
Tip #5: Optimize to Convert
If you want to convert the visitors that come to your landing pages and take your lead gen to the next level, you’ve got to continually optimize your landers.
The best way to do this is to test feature on your landing page such as the elements, including the headline, subtitles, bullet points, call-to-actions and more.
Look at this as a prime piece of real estate in your marketing strategy. It’s up to you to take advantage of what to offer and experiment with what drives the best results.
People often think there is some magic recipe to get the perfect ad copy or highest converting lander up and running.
Truth be told, it’s literally test anything and everything. Make a small change, test it, see how it does. It conversion increase, nice! If not, undo and try something else.
That is literally the magic recipe. Rinse and repeat until your landing page is exactly where you want it to be. You’ve got to keep testing before you can get it right. A/B testing is not negotiable.
But, there’s an aspect of your content marketing strategy that you have to set limits on. It’s about who’s in charge of generating leads and who manages the sales process.
When it comes to lead nurturing, which is an all-important aspect of running a successful online business, you’ve got to separate your lead generation team from your sales team.
Lead generation is the marketing process of stimulating and capturing the interest of a product or service for the purpose of developing a sales pipeline.
Whereas on the other hand, the sales team is primarily concerned with the exchange of goods and services for money; it’s the action of selling something.
It’s obvious that lead generation isn’t about selling. But I often see this task dumped on the desk of an uneducated sales team and the results are never anything good.
Retaining the customer is important if the business wants to thrive. So it would make sense that after selling to a customer, the sales team also has the responsibility of initiating a great customer experience that leads to a high rate of customer retention.
It isn’t just customer acquisition we need to focus on, retaining a customer is equally, if not arguably more important as well.
Tip #6: The Art of the Perspective
It’s important to hit your offer from multiple different angles. Spread your love and offers across many different avenues as possible.
Ultimately, you want to get people to say “yes” to your offer. As marketers, that’s exactly what we want. So the more variations of the offer we have out there, the different perspectives were able to give on a single offer. And in return, the more data we receive.
Different platforms have different audiences and will yield different results.
Moreover, if you’re having difficulty growing your leads, it could be that your offer isn’t compelling. It’s not irresistible.
So how do you recognize when an offer is on fire?
An irresistible offer will certainly attract clients and retain them. A hot offer will convert almost no matter what. You can have an awful advertising campaign, and people will still buy what you have to offer.
People will just naturally want to get their hands on it because, well… it’s something that they want.
Remember that when your offer is scarce, relevant, in high demand and exclusive, it becomes desirable.
Let me give you an example, say you’re looking for an idea to create an irresistible offer for your audience. Let’s assume that you created a report that will help people save money on auto insurance.
Say you setup a blog style lander that people read, apply your tips and share their success stories on how they saved $300, $460, or $550. Many others can testify just how great the savings are and the ease of finding out if they were eligible for the savings or not.
As you can see, the report is compelling and offers some practical advice that works. The length of the report doesn’t necessarily matter.
Even if it’s only one page, it’s still an irresistible offer, because anyone who wants to save on auto insurance will be attracted to the report.
Never mislead people. If your landing page promises something different than the actual offer, you’re going to deliver really low-quality leads. For example, if your landing page promises that homeowners insurance is the cheapest insurance in the country, the leads won’t convert when they find out it’s actually more expensive.
Or when your advertising on multiple channels, don’t say something completely different on one platform and something else on another. While it’s fine to speak differently to each audience, never deceive someone from what you’re actually selling or offering.
Yes, you should use standard copywriting and persuasion techniques on your pages, but don’t mislead people. Make sure that people understand what they’re actually getting.
As you test different marketing channels, you’ll likely find one that outperforms the other. Always use the right traffic source.
When it comes to lead gen offers, I usually recommend that people use Facebook advertising as their first form traffic source.
It’s all about that targeting.
Facebook literally has thousands of data points on every user – far more than any other traffic source. It’s creepy how much information Facebook has for every person.
Facebook allows you to use these data points when you target. This means you can be super precise with your targeting, ensuring you’re only sending the right traffic to the offer.
If traffic sources are weapons, then Facebook is the one with the best scope.
Recap: Optimize to Convert
Don’t get suckered into every à la carte tool you see out that claims they will increase sales, your conversion rates or whatever other claims they’ll make. Like any good worker, it’s important to have the right tools, for the right job.
In addition, remember that driving quality leads and engagement to your business will take time. Keep your eye on the prize and don’t get distracted.
When it comes to creating any real, successful business, it simply takes time. Understanding that you need to nurture your online presence, create a rock-solid email marketing system, carefully continue to develop and produce amazing content.
Learning how to understand and interpret data-driven content will better allow you to nurture and grow your leads your leads.
You may not grow your leads by 200% in a week, but, with consistency, you’ll likely surpass that milestone.
And remember, none of these tips are some push-button and receive instantaneous results.
These tips are designed to arm you with enough information to create a solid foundation. On the contrary, they’ve been proven to work and many successful brands and industry leaders still use them to acquire new leads and convert them into customers.
Real results come from improving each step of the way and remembering what you learn in the process of applying these proven lead generation tips.
It’s the same with increasing sales. You have to make up your mind to learn along the way, because your customers believe in you—and you can’t afford to let them down with outdated advice.