Lead generation is the process before the sale. This process captures the interest, and hopefully the contact information, of potential customers. Lead generation is important because it puts members of your target audience into the funnel to be turned into customers for your business. This post will go over the must-have elements for an effective lead generation strategy as well as what to do with the leads you generate.
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Every lead generation strategy is going to be different, but there are five fundamentals that apply across the board: quality leads, an offer, a call to action, a landing page, and a thank you page.
Generating leads will only help your business grow if they are quality leads. Quality leads are people with whom you can form a meaningful relationship, and who have a high chance of converting into customers. For example, if you are a lawyer, you don’t want to be collecting email addresses of everyone interested in law, but rather just the people who are a good fit for your business.
Keep in mind that if you don’t have a lot of leads, but the leads you do have are moving through your funnel and converting into clients, then you’ve done a great job. When it comes to lead generation, quality outweighs quantity.
Offers are something that every lead generation strategy needs to have. People aren’t eager to hand out their contact information, which is where the offer comes in. Some examples of offers include a piece of content, free tool, consultation, or free swag. Just make sure that the offer you choose is relevant to your target audience, and valuable enough that they will give you their contact information to obtain it.
A call to action (CTA) is a word or phrase that invites and your audience to take action that is meaningful to your business growth. For lead generation, the CTA (or CTAs if there are multiple steps) guides the person through the process of providing their contact information.
The CTA usually comes after a brief description of the offer, and makes it very clear what the person can expect when they perform that action. Here are some examples of CTAs for lead generation via email addresses.
Although calls to action are straightforward and simple, they are absolutely necessary for a successful lead generation strategy.
A landing page is a page where your prospects can submit their information and obtain the offer. While you do not need to have a landing page for a lead generation campaign, landing pages greatly increase the chances of an interested prospect converting into a lead. Having unique landing pages for your offers allows you to cater your content, the offer, and even the audience (visitors arriving from a social media channel versus an email, for example). Therefore, the point of having a landing page is not just to collect your lead generation data to have on file, but also to increase the amount of leads you generate.
Landing pages can be very simple, but make sure the content in the landing page is similar to the content that linked to it. For example, if your offer is a free eBook, the title of the landing page could be “Enter your name and email to receive your free ebook!” Alternatively, you could title the page with the name of the eBook, and the submit button at the bottom of the form could say “Get the free eBook”.
A thank you page serves to confirm for your potential customer that the transaction is complete, and thanks them for their interest in your business. Thank you pages are simple, but they serve another very important purpose. Since they appear after the person has converted into a lead, they can be used to track the number of conversions for each of your lead generating campaigns. We’ll touch more on this in the next section of the post.
Now that you’ve got a successful lead generating strategy in place, it’s time to look at what to do with those leads. In particular, tracking, measuring, and optimizing them.
Tracking your leads is important to understanding which lead generation strategies are working and which ones are not. You can track leads through tracked lines and tracked phone lines.
You must track your leads in order to measure success, but you also need to come up with metrics that indicate success. For example, you might look at the quality, and not just the quantity of leads that are coming in from each source. You could determine this by seeing the percentage of leads from each source that converts into customers.
A third important action to take with the leads you are generating is to test, test, test. You don’t just want to just collect data and let it sit. Be sure to test out different variables in your lead generation strategy, such as the call to action copy, the button color, the offer, and more. By testing variables in a controlled way, you can then analyze the data and optimize your campaigns based on your results.
Optimizing your data means taking the insights you collected from your tests and putting them into action. This will help you to put more money and effort into the channels or strategies that are actually working for your business. To be able to effectively track, measure, test, and analyze your lead generation strategies, use a platform like Google Analytics .
Generating leads can be tricky and maybe even frustrating at times. Including the above elements into your lead generation strategy will help you gain more quality leads for your small business.