Inbound Leads In 5 Easy Steps
“Leads are the metric that, as marketers, we rely on, because leads mean money.” –Kipp Bodnar
Let’s cut to the chase. We are in business to make money. I’m going to assume that growing your business is a top priority. More inbound leads means more revenue, which means expansion opportunities, flexibility with clients, and the list continues.
I love this quote by Kipp Bodnar. Leads are everything. Without them, we will be void of any opportunities to generate customers and sales. It’s the metric that matters most. What would happen to your business if you did not have a steady stream of inbound leads coming in? Whatever company you are a part of, you depend on leads.
How does Inbound Marketing generate leads? Outlined are 5 marketing ideas to get started.
The first step in generating inbound leads is to create content that will drive your ideal customer to your website. Don’t create just any piece of content. Think about your ideal customer here. What challenges or goals do they have that your product or service can solve for them? Your content should always help them understand their problem, provide possible solutions for them, and explain to them why they should choose you over any one else. Great content draws the right people to your website and converts them into leads for your sales team.
Types of offers to create:
EBooks can cover a variety of topics and can range between 5-10 pages. They should be instructional in nature. Great Ebooks will guide the reader to a deeper understanding of their challenge and how they can begin solving it.
Webinars are a great way to set yourself up as an expert in your industry. Webinars are also great because you are not limited by location. And because of the perceived value, people are more willing to provide you with more of their personal data.
Free trials are great way to allow your prospects to try your product or service before they buy. This can be used to help push those on the fence to make a purchase decision.
People love checklists and this type of content does really well. You can provide a checklist of steps needed to solve a problem or things to look for before buying a product.
Let’s walk through an example.
Your company offers services that help consumers find tax credits they didn’t know they could qualify for. One idea for a piece of content you could create is a guide. You could title the guide, “10 Hidden Tax Credits You Could Be Missing.” In this guide you would talk about these ten items and what they would need to do to qualify. This type of content would surely attract prospects to your website because it has perceived value.
Dig deeper and help them answer their biggest questions, fears, and challenges. This goes a long way in building a relationship and becoming a trusted source for information, so they will continue to come back for more.
Add Call-To-Action Buttons to Your Website
Call-To-Actions are another extremely important website element. Call-To-Actions are the secret sauce to driving people to your offers. If your CTA’s aren’t effective at capturing attention and persuading them to click, it renders your offer useless.
Effective CTA’s stand out from the crowd. Here are a few steps you can take to optimize yours.
Place your CTA Where the Eye Can See
Place your CTA “above the fold.” Make sure people will not have to scroll to see it. “Below the fold” CTA’s will only be seen by 50% of people who visit your website.
Use Clear and Actionable Language
Be crystal clear about what offer your CTA is describing. Be specific and use actionable language. Use words such as “download” or “register”, which prompts the reader to take action. Your CTA should also convey a compelling benefit of receiving the offer.
Use Contrast to Make CTA’s Stand Out
If you want your CTA to be noticed, it cannot blend into the background of your website. Your CTA is too valuable to your lead generation strategy to be missed. You can accomplish this by using contrasting colors, like orange and blue or yellow and purple.
Link Your CTA to a Dedicated Landing Page
The lack of landing pages means missed opportunities. Your CTA’s should drive people to a dedicated landing page. This is where they will fill out a form to request your offer. Landing pages have unique features about them that make them effective. We will look at some of those features next.
Create Landing Pages that Support Your Offer
Landing pages are one of the most important elements of lead generation. In fact, according to MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies. The use of landing pages enables marketers to direct website visitors to targeted pages and capture leads at a much higher rate.
The purpose of a landing page is convert website visitors into leads by completing a transaction. This transaction consists of the individual filling out a form on the landing page in exchange for the offer being presented.
Here are the elements of an effective landing page:
- A headline and (optional) sub-headline
- A brief description of the offer
- At least one supporting image
- (Optional) supporting elements such as testimonials or security badges
- And most importantly, a form to capture information
According to a recent marketing benchmarks report, companies see a 55% increase in inbound leads by increasing landing pages from 10 to 15. The more content, offers, and landing pages you create, the more opportunities to generate more leads for your business.
Inbound leads are everything. Period. Leads fill your sales funnel and provide you with opportunities to generate customers. Implementing these three marketing tactics is key for generating more leads for your business and increasing your bottom line.