If you are running a business and struggling with lead generation or just getting started. Here I have outlined for you 9 tactics for lead generation.
Subscribe to Blog via Email
To generate leads from your website you have 2 choices either you go down the route of paid advertising or create organic advertising on search engines. Let’s look at these 2 options closer:
Option 1. Paid Advertising
Create adverts where your target market are most likely to be searching for your business. Make the advert compelling for the target market to click through to your landing page where you will capture their details for you to follow up with them, the potential customer.
Option 2. Organic Advertising
As a startup or a not for profit organisation then this would be most appealing to you. Organic advertising primarily involves creating content through articles, blogs and website pages that rank for a keyword or phrase (known as a long tail keyword). There are 2 tools that you can use for free to help you rank for your keyword, these are Yoast SEO and Keywords Everywhere. Yoast SEO is a plugin for WordPress sites that allows for search engines to index your site and rank for 1 chosen keyword/phrase. Keywords Everywhere is a free browser add on for Chrome and Firefox that shows search volumes for the keywords you have searched for.
Anyone from large corporations to entrepreneurs analyse the visitor behaviour of their webpages. Analysis of your website is free to do from your sites or marketing automation software control panel, so if you are a startup or a not for profit organisation you can start doing this regularly straight away without fear of extra costs. To truly analyse your site, you need to look at:
- What pages are viewed the most
- What content people are consuming
With this information, you want to keep the content up to date and most importantly add a call to action that will generate leads either through a call back form, subscribe box or a compelling offer in exchange for an email address.
Subscribe to Blog via Email
Call to Action
As briefly discussed earlier, to generate leads for your startup or not for profit organisation then you need a call to action on your web pages that are viewed the most.Which type of call to action would work best for you?
- Mini form (ideal to callback your customers as soon as you get a lead)
- Subscribe box (ideal for blogs as it keeps them updated when a new blog is posted)
- Compelling offer (ideal for coaches offering an eBook, eCourse or Webinar in exchange for an email address)
When creating your call to action, you need to make it stand out on the web page by using contrasting colours. A great free website (can also be used as an app) to use in creating that call to action is Snappa. As a startup or a not for profit organisation, you may not have the budget to hire a graphic designer so Snappa is a great alternative. Always remember to make any call to action compelling and results focused, in doing this people do want to achieve a result you are promising. If you are struggling with how you can make a compelling call to action, take a look at your direct competitors and get inspiration. Never make an exact copy, but be inspired and take a look at your own business and how you can do something that is similar.
High converting landing page
A high converting landing page is essential when creating a compelling offer to generate leads for your startup or not for profit organisation. In creating the high converting landing page you need to do these things.
- Choose a marketing automation software
To keep costs low for your startup or not for profit organisation then a great free choice is Mailchimp. Mailchimp is free to use (not just for a trial period) and fully functionable to create high converting landing pages and email marketing campaigns.
- Use video
Whether you speak directly to camera yourself or use a whiteboard animation, placing a video onto your landing page will get people more compelled to stop, watch and listen to the end of the video.
- Focus on results
In your text and video, focus on the results that your offer will give your customer. Converting visitors into leads is a lot easier to do when you are telling them you are the person that can give a solution to their problem as people buy results.
- Social proof
The final element of any high converting landing page is to add testimonials. These are really important as people like to see evidence of other people buying from you and achieved the results you promised. But what do you do if you have no testimonials, if you have no testimonials for the specific product you are offering then use testimonials of people you have helped before.
Thank you page and follow up email
A thank you page and follow up email is important as this is when you can start to monetize and nurture your lead. Thank you pages are where you send your now leads to an optin straight after they take you up on your offer and you give them an offer at a low cost. Always use a video here thanking them for accepting your free offer. Ask them to take the next step by introducing an offer that is available to them at a low cost but for a limited time.
Have an email that follows shortly after the leads chooses to have the free offer and here you write as if you having a one-to-one conversation and you nurture relationship. At the end of the email add a PS where they can still get their hands on the low cost offer but add a deadline.
Push notifications are the latest new way of generating leads for your business. Push notifications are used to keep people informed of new blog posts on your website and people opt in to this when they visit your website.
Live chat has been around for awhile and is a really effective way of talking to website visitors in real time. Whilst talking to customers in real time you have the ideal opportunity to turn those visitors into leads where you can follow up with them at a later date via phone, email or in person.
A/B testing (also known as split testing) is a must for any startup or not for profit organisation as it allows you to find out which lead generation method is working best for you. As there are many different ways you can generate leads, you need to narrow it down to find out what is the most effective and what does not work at all. When you don’t narrow it down, you can start spreading yourself too thin which just leads to a complete burnout. Another way of doing A/B testing is to look at your landing pages and look at what gets look at the longest and what gets clicked off straight away. To do split testing, use the analysis techniques discussed earlier in this blog.
Using social media to generate leads without spending money (so no paid advertising) is probably one of the best ways to generate quality leads. Although having a presence on all of the biggest sites does seem to be important to get yourself found, it doesn’t mean you have to spend all your energy juggling your time on all of the platforms. Choose your top 3 platforms with your target market on, engage with the audience with video and deliver high quality content everyday that gives a clear call to action. Doing this makes you appear as an expert in your niche and the only source of information people need to turn to when seeking to solve a problem.
Let me know in the comments below of your lead generation tactics and if you’ve not done so already subscribe to get posted of my latest weekly blog posts.