There’s no doubt that lead generation is important, as more than half of marketing managers allocate over 50 percent of their budget to it. As a result, the lead generation strategy is a key component of most companies’ marketing campaigns. It plays a major role in revenue, and has a significant impact on customer relationships and customer engagement. Discover how to best approach this with our six tips.
Which lead generation strategy
is best suited?
In outbound marketing , you don’t yet know what your potential customers need. Be sure to spark their desire for the product.
With inbound marketing, you’re already aware of this need, since the persona has actively sought out the solution, service, or product. This is where the conversion of a user into a lead is most certain. This usually results in a conversion. Why is that? With this lead generation strategy, you attract potential customers using high-quality content and outstanding offers.
Knowing your personas is therefore crucial for better defining your campaign goals and the necessary platforms. You should ask yourself the following questions:
- Where can you find your personas?
- Where do your personas look for details about the services and products you offer?
- How and where do they shop?
- Do your personas prefer to be online or offline?
- What aspect of your offering is most important to your personas?
What are the effects of a good strategy?
The results of a effective lead generation strategy are as follows:
- Less time required: The steps involved in making a purchase are streamlined, which saves you time—especially when it comes to cold calling.
- More Revenue: If you reach more people, your customer base will grow over time. This not only increases sales but also reduces the costs of cold calling.
Without an effective lead generation strategy, you’ll miss out on the opportunity to attract new visitors to
, generate sales, and collect valuable data.
In addition to the pull strategy, we’ve put together some specific tips to help you generate even more revenue.
Our 6 practical tips for generating higher revenue through more leads
1. Include calls to action to drive conversions:
Search engine optimization is essential for an effective lead generation strategy. To generate leads, you need to show your users that they can sign up for your services and ask you questions. How do you make that clear to them?
Include enough calls to action on your website to raise awareness and guide users through the customer journey. Here’s how:
- CTAs should catch the eye.
- Include them on the very first page.
- Don’t confuse your users, and avoid vague CTAs like “Learn more.” Instead, use clear and specific calls to action like “Schedule an appointment.” In this example, your users will know right away that they’re being directed to a contact form to schedule an appointment.
- You should also avoid phrasing the call to action too strongly. Here’s an example: It’s better to write “Add to Cart” instead of “Buy Here.” The first button puts less pressure on the user and shows them that they can still reconsider their decision.
- Also, make sure to pin your buttons so that website visitors can still see them even when they’re further down the page.
2. Apply pressure carefully and precisely:
Users usually second-guess their purchasing decisions. To speed up the decision-making process, create a little pressure. For example, if you limit the offer to one hour after the ad is displayed, your user will have to decide more quickly. This creates a sense of exclusivity.
Imagine the following example:
- You need a new antivirus program.
- You Google it and see a wide variety of providers.
- Read through the details about a specific antivirus program. You plan to buy it during your next trip to the mall.
- After that, move on to another topic.
- Later, while browsing the Internet, you see an ad for this virus program. It offers you 50% off if you buy it within the next hour. What will you decide?
With such an unbeatable offer, you can ensure that the prospective customer chooses to buy your product and won’t forget about it. However, it’s important to note that this approach only works if a user has seriously considered making a purchase. If that wasn’t the case, they might feel pressured and leave your website.
Such lead-generation strategies should therefore be chosen carefully and used only when the offers are truly time-limited.
3. Optimizing the Registration Process
Just because a user has clicked the button doesn’t mean they’ll actually fill out and submit the information. The user can still change their mind.
What does this mean for you? Keep the data entry process as short and simple as possible. Include only as many fields as necessary. This will shorten the sign-up process and simplify the user experience:
- To minimize the number of fields, it’s best to combine the first and last names.
- Insert a checkbox that your users can check.
- Instead of providing a shipping and billing address, enter the city and ZIP code in a single field.
- Only request relevant data that you actually need to process the request. For example: If you run a call center, ask for the phone number instead of the address.
So before you create a form, as part of your lead generation strategy, determine what information you need from your users and what you don’t.
4. Build trust:
You’ll only receive personal data from your users if you’re able to build sufficient trust. But what’s the best way to build trust as part of your lead generation strategy?
- Clearly list your benefits on the homepage and let users see how they can benefit.
- Showcase Your Services
- List the awards your company has won.
- Communicate transparently with customers and partners, for example, by including a quote.
5. Mobile Optimization
It’s usually a hassle to go through sign-up processes on a smartphone. So make sure your contact form and the rest of your website are optimized for mobile devices.
The right keyboard or the autofill feature plays an important role here:
A smartphone can display a numeric keyboard and a letter keyboard. On some smartphones, the numbers are located directly above the letters. On other devices, you must switch the keyboard view to enter numbers. Therefore, make sure to design the registration form so that the numeric keyboard is automatically available when entering numbers, regardless of the device being used.
You can optimize the user experience by using autofill for the contact form. To pre-fill the data for future sign-ups, save information such as the address or phone number in a separate browser database. This saves your users a lot of time. You need the users’ consent to use this feature.
Some optimizations, such as those mentioned above, can be implemented more quickly. From a holistic perspective, mobile optimization is a long-term process and should be part of your lead generation strategy.
6. Optimize Your Content for Long-Tail Keywords
To help you find the right keywords in general, conduct keyword research as part of your search engine optimization efforts. Keyword research, creating a keyword matrix, and developing content take quite a bit of time and don’t produce results overnight. Improvements in rankings often aren’t visible until months later, but in the long run, this has a positive impact on your lead generation strategy.
Long-tail keywords, in particular, consist not of a single word, but of several words. Over 90 percent of searches are conducted using long-tail keywords. This means that if you do it right, you’ll stand out from the competition. Keep the following in mind:
- Search volumes are lower, which means that long-tail keywords don’t generate as many search results.
- They are more specific and therefore usually match the search intent exactly.
- They also cost less.
