Inbound Marketing is talked about so much on the web these days that it’s hard to know where to start. And even if you used to know where to start, sometimes all of the excess information out there makes it tough to narrow it down to the very basics of an inbound marketing strategy. That’s why we’re taking it back to the basics of inbound lead generation today. When you scale back all of the complex, intricate details that come along with inbound marketing, you get four basic components of lead generation: Offers, CTAs, landing pages, and forms. To get your lead gen strategy back on track, here’s what you need to know about each of the 4 simple mechanics of lead generation:
So we know that a lead is any visitor who comes to your website, or follows your advertisement, and converts by giving your their contact information. Once you have anyone’s contact information, they are a lead. The first step to turning visitors to leads is to make them an offer they can’t refuse.
Now, we don’t actually mean an offer in the form of cement galoshes, “Godfather” style. We mean a content offer they literally can’t not open. Whether that’s a whitepaper solving all of their pain points or an ebook explaining how your company makes their life easier, the first thing you have to do is entice them. When they want the content or discount you’re offering, they won’t balk at giving you the contact info you want that turns them into a lead. We’re a big fan of case studies ourselves, but we know other companies prefer ebooks and even informational videos. Find what works for your industry, and use it.
Once you’ve drawn them in with your amazing content or sale offer, you need a call-to-action. Now, we’ve written about CTAs extensively, so if you’re looking to perfect your call-to-action check out the 11 steps to a CTA that actually converts. Otherwise, know that CTAs are one of the most important components to quality lead generation. Your CTA is a simple way to direct traffic to a landing page where you can capture their contact information in exchange for the content they want.
Basically, the CTA tells a visitor where to go to get the super-cool content that is your offer from the above step. Typically it’s a button that says something like “download our awesome ebook here” or “click here for your sweet discount,” but we think the Terminator’s pretty convincing too.
#3 Landing Page
Once a visitor clicks on the CTA button, they’re immediately brought to the landing page. This is a page on your website that offers no navigational menu, and explains to them again why it is your content offer is so cool. It re-affirms what they’re going to get, and shows them that giving you their contact info is totally worth it:
And that’s where your form comes in. Typically a form is housed on a landing page, right next to the few bullet points that explain why your content offer is awesome. At the very least, your form should collect name and email, but some companies request phone numbers and addresses too. Remember that the fewer fields people have to fill out, the more likely they are to convert.
And that’s how it’s done. Seriously. Just four easy components make up your lead generation strategy, and once they’re implemented you can start drawing in more and more leads. For best results, of course, you’ll want to promote your offers all over the internet, but so long as you have an offer, a CTA, a landing page, and a form, your site visitors have somewhere to go to convert to a lead, generating more qualified business for you.
More questions about creating a lead generation strategy that works? Check out the 2017 Inbound Marketing Forecast from HA Digital Marketing for tips on optimizing both your marketing and lead generation strategies:
Or, get in touch with us directly here at HA Digital Marketing. Lead generation is kind of our thing, so we’re always happy to help!