Lead generation strategies: Part I

Wondering what “Lead generation” actually means?

Well, in the simplest language, lead generation is the most important aspect of marketing which means initiation of consumer interest or inquiry into products or services of a business. It is basically a process of collecting names and contact information about qualified prospects which will be contacted by the salespeople for generating orders. It involves direct response advertising and telemarketing.

Leads may come from various sources or activities, for example, digitally via the internet, through personal referrals, through telephone calls either by the company or telemarketers, through advertisements, and events. A study from 2014 stated that direct traffic, search engines, and web referrals were the three most popular online channels for lead generation, accounting for 93% of leads.

We know that a steady stream of leads is an essential component of keeping a business afloat – but coming up with original and efficient ideas to attract and convert qualified leads is easier said than done. Here are some of the proven and actionable ideas to energize your lead generation efforts:

1. Write exceptional ads:

Stepping into the shoes of a searcher you will realize that most ads just suck. They’re boring, they’re indifferent, and one isn’t any more enticing than another. Betwixt such a chaos where everything looks the same, there’s a huge opportunity to come in with something exceptional and blow the competition away! Writing better ads can raise your CTR above the expected average, giving your quality score a hike.

2. Create a product video:

Researchers have proved that 65% of us are visual learners. As a matter of fact, product explainer videos can generate leads at a rate of up to 33%. When done correctly, videos can keep us engaged and can inspire us to take an action. So, videos do not need to be long and complex.

3. Give better offers and fewer choices:

The top 10% of landing pages have conversion rate 3x to 5x average the average. As an answer to “How do they make it possible?” – by giving better offers and fewer choices. Moreover, as per Hick’s Law – fewer choices mean less confusion, resulting in more leads. As an inspiration – “MySiteAuditor” decreased the options on a free trial sign up a page from six to one and saw 25% jump in their conversion rate.

4. Offer a lot of compelling opt-in opportunities:

You can present numerous opt-ins by turning every blog post into an opt-in page.  You can give away PDFs of your blog posts, worksheets, webinars, free reports, live demos, resource guides and what not! Instead of placing the opt-in in a sidebar, make a pop-up. You can’t make the visitors say yes, but there is no point making it easy for them to say no. According to a research, this tactic increased leads by 32 %!

5. Avoid mentioning SPAM :

Privacy is a major concern for all the visitors landing on your page. It is absolutely fine to reassure privacy but you should prefer doing it in a fun manner. In other words, assure privacy without using the word “SPAM”. In case of any doubts, you may run A/B tests to be sure your sign up forms are optimized for conversions.

6. Remarketing:

Remarketing is an efficient way to connect those visitors to your website who may not have made an immediate purchase or inquiry. It allows you to present targeted ads in front of a defined audience that had previously visited your website – as they browse elsewhere around the internet using YouTube, Google or even Facebook. Remarketing using the Google Display Network gives you 92% reach in the U.S., across millions of websites, videos, and devices.

 

Tips to increase conversion rate: IV

1. Provide proper product description:

A proper product description includes a bunch of bullet points with features along with the price. It means adding as much information about them as possible. The best kind of product descriptions includes adding pictures, videos, reviews to all of your products.

Proper product description
Proper product description

2. Ease down your process of buying from you:

An easy buying process is very crucial to increase conversion rate.  The basic idea is to make sure that people should not try to figure out how to buy from you or where to click. It should include as few clicks as possible. Always guide the user towards the action you want them to take. In case you have a lot of products, build better filters, so your prospects could identify the right one for them without spending too much time. In order to ease down the process further, ask to fill as few fields as possible and avoid asking irrelevant questions. Most importantly, do not force users to sign up in order to buy. According to the story of the “300 million dollar button” the main point for increasing conversion rate is to avoid forcing people to sign up as a user in order to buy from you. Let them check out as a guest and you will notice that it will make a world of difference.

Easy buying process
Easy buying process

3. Make the most of videos:

As a matter of fact, videos can improve conversions when used properly. But you also need to know that not all site visitors will have access to your videos as certain video players are not licensed on Apple devices, so, Flash video content won’t normally load for users with an iPhone or iPad. Moreover, depending on your industry and target demographic, the exact number of visitors could be more or less, with increased mobile use among younger consumers.

Videos
Videos