Lead generation is a top priority for high-growth businesses. The extent of their business development program is therefore based on an effective lead generation strategy, of which here are the essential steps.
- Understand your audience
- Establish the objectives of the lead generation campaign
- Create and optimize every element of the campaign
- Determine the promotion strategy
- Establish your lead nurturing strategy
- Analyze and optimize
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1 – Understand your audience
A good lead generation strategy starts with defining the target audience. It’s about understanding which people are actually buying the products or services and which types of customers are proving to be the most profitable. To target qualified contacts, it is therefore necessary to know your audience well. Determining the ideal customer then goes through the creation of his buyer persona. This operation aims to take into account the needs and objectives of its target, its behavior and its typical purchasing process. A good knowledge of the target audience makes it possible to create relevant content that is adapted to the desired audience. You can contact Best Lead Generation Services Agency
2 – Establish the objectives of the lead generation campaign
The second step is to determine the objectives of the lead generation campaign. The objectives to be defined are based on different points:
- the overall number of visitors;
- the number of leads generated;
- the number of qualified leads for marketing;
- the expected number of new customers.
Based on past conversion rates, you can define the number of visitors needed to achieve these goals. To establish the relevant objectives, it is also interesting to use the SMART method (Specific, Measurable, Acceptable, Realistic and Temporally defined).
Creating a waterfall chart is essential for communicating goals and tracking progress. This tool helps to determine if the efforts made for the lead generation campaign are delivering the expected results.
3 – Create and optimize each element of the campaign
Landing page
The landing page lists the essential elements of a company’s products and services. It designates the page on which an Internet user arrives after clicking on a link. The key to effectively converting landing page visitors into leads is to define a topic that appeals to the target audience and draws visitors to that page.
The landing page must be presented in a simple way and include different elements that increase its conversion rate:
- a catchy title;
- a catchphrase;
- an argumentative sentence;
- the advantages of the proposed offer;
- a form;
- testimonials or customer reviews.
Form
It is essential to create a form to obtain information about visitors: surname, first name, email address, telephone or company. To begin with, it is necessary to ensure that the form presents high value-added and useful content for visitors. Then, it is necessary to reflect on the information necessary for the form. Indeed, to attract visitors, the form must be short. To reduce its length, it is possible to use progressive profiling technology to collect only new information about leads. Choosing the right title for the form is also essential to increase the conversion rate: the title must reflect the value proposition in the eyes of prospects.
Thank you page
Once the form is completed, each prospect should be redirected to a thank you page. This page is essential since it allows to evaluate conversions in a precise way. A thank you page should consist of the following elements:
- a link to download the content;
- landing page share buttons;
- a CTA to an offer allowing visitors to progress in the purchase journey.
Call to action
Calls -to action , or CTAs, appear to be essential elements for capturing and generating leads. These buttons prompt visitors to perform an action, ie click to visit a predefined page. CTAs can be located in different places: landing page, simple website navigation page, blog post, email and newsletter. Optimizing the text and graphics of a CTA is essential because it affects the conversation rate.
Follow-up email
People who fill out a form should receive a follow-up email with a direct link to the relevant offer. This allows them to access this content at any time from their email. Thanks to this email, it is also possible to promote other offers: invite prospects to follow the company on social networks, to consult a blog or to participate in an event, for example. This makes it possible to establish tailor-made communication with each prospect.
Content offer
As part of a lead generation strategy, it is essential to offer your audience content with high added value and that meets an interest. The content offer can be presented in different formats: white papers, ebooks, video and audio content, marketing kits, studies, special offers, etc. To make its content visible, companies have different means, particularly in terms of search engine referencing: natural referencing with SEO and paid referencing with SEA.
4 – Determine the promotion strategy
Blogging
To generate leads, companies that have a blog must write articles that arouse the interest of their prospects and respond to their needs and questions. To do this, they can base themselves on information already known about the target, on feedback from the sales department, or monitor other sites or blogs whose audience corresponds to their target audience. The company can also build on solid values by selecting old articles with the best traffic statistics and bringing in updated data.
Social networks
Social networks are proving to be an effective way to generate leads. Building a community, especially on Facebook, Twitter, LinkedIn and more recently TikTok, seems essential to generate more traffic on your site and generate more conversions. Social networks allow companies to publish their content, develop their brand image and with their audience.
Advertising
Online advertising is an excellent lever to generate traffic quickly. The goal of companies is to get in front of new prospects who will call on them when they are ready to buy their products or services. To publish targeted content, SEA on search engines and SMO on social networks are essential. The data collected by the leaders in the sector (Google, Facebook, LinkedIn, etc.) on their users allows fine precision as to the distribution of its content, whether in B2B or B2C.
Slide ShareCompanies often have presentations with high added value that just need to be readjusted to be reused on the web. It is therefore a question of giving a second life to an already existing content. The Slide Share platform makes it possible to share this type of content. Here are some tips for creating an effective Slide Share presentation:
- create a short, quick-to-read presentation;
- write one sentence per slide;
- work on the SEO of the presentation by adding keywords, meta-descriptions and a CTA to gain visibility on search engines;
- use the lead generation function of Slide Share if it is possible to add a form.
5 – Establish your lead nurturing strategy
Lead nurturing consists of interacting with prospects by supporting them throughout the purchasing decision process, from prospect to customer. This interaction aims to make them gain in maturity in order to prepare them for the purchase. Maintaining a marketing relationship is therefore necessary to steer prospects towards conversion. Lead nurturing is based on the use of several channels such as emails, social networks or even marketing automation software. To be effective, lead nurturing must:
- offer quality content with high added value;
- rely on marketing automation;
- take place on a regular basis;
- adapt according to the maturity of each prospect.
6 – Analyze and optimize
If there is one step that should not be overlooked, it is the analysis and optimization of the performance of the lead generation campaign. These actions allow companies to improve the results of their campaigns, but also to reflect on the best way to create, launch and promote an offer. Making a few tweaks is beneficial mid-campaign, as changing just one item can have a huge impact on conversation rate. Analyzing strengths and weaknesses will also help to make improvements when launching future campaigns.
