Setting up your business online is mainly about getting awareness from strangers across the web about your services and/or products so that you can start a relationship with potential clients about your offerings and assist them in answering possible questions they might have and are searching for those answers. Digital marketing which is an essential component for powering your revenues online consists of a conversion process to transform those strangers looking for answers on the web, into visitors to your website, and continue fostering that conversion process deeper from visitors into leads.
These contacts labeled as leads could potentially become your regular clients and promoters of your products and/or services, therefore increasing your online sales. In this post, we’ll offer guidance on how to grow up leads for your online business by establishing a successful lead-generation campaign.
What is a lead?
A lead is a contact which has shared with you pieces of their private information given a previous interaction between this contact and your company. These leads have demonstrated an interest in your business’s products in a certain way, by sharing part of their information (their email address, demographic information, age, job title) in return for something of value (maybe a gift certificate for one of your products or a free eBook download).
As leads have already engaged with your company, not all of these engagements tend to be on the same level of intensity or even frequency, meaning that based on leads behavioral patterns, you may classify some leads differently.
Cold, hot leads and “qualified” leads
Some leads can be considered as “cold leads” where they have shared their information with you but have engaged relatively little with your content, newsletter subscriptions or other promotional offerings, and some leads may be deemed “warm” or “hot leads” where these prospects have demonstrated a keen interest in your company by following you on your social networks, signing up for your newsletter and increasing engaging in your content.
Also, leads can be considered as qualified leads where they are closer to the buying stage, classifying these qualified leads as Marketing-qualified leads or Sales-qualified leads in your funnel to help you organize whether your sales department or your marketing department should engage with these leads.
Your goal for increasing your sales online is to attract more people to your business, and especially prospects who could become potential buyers of your products. This process of generating potential buyers of your products is called lead generation, which is a crucial aspect of your digital marketing strategy, basically consisting on warming up those prospects closer into a purchase of your products.
Most importantly, your goal for increasing your sales online is to attract more people to your business, and especially qualified leads or prospects who could become potential buyers of your products. This process of generating potential buyers of your products is called lead generation, which is a crucial aspect of your digital marketing strategy, basically consisting on warming up those prospects closer into a purchase of your products.
Lead-generation: The process where your efforts pay off!
Lead generation is, therefore, the process of attracting and converting strangers and prospects into leads, by warming them up closer to your business, leading eventually to a purchase and therefore increasing your sales. A lead generation campaign will collect contacts information and receive their permission to be contacted for an offer of your company’s products and/or services.
Instead of chasing out for potential clients by harassing them or risk the peril of being label as Spam, a lead generation campaign works by cultivating a relationship with someone who has expressed an interest in your company, providing answers to specific questions they might have, helping you keep converting those visitors into interested contacts.
By sharing information with you, you have the benefit of creating tailor-made and personalize offerings of your products and/or services, sending them messages that can appeal to their interest that may lead up eventually to a purchase of your products.
It is worth noting that in this lead generation campaign, you will create those leads organically as opposed to acquiring them, because otherwise, it is likely that any message you’ll send them will be labeled as Spam, unwanted and even intrusive, damaging your company’s credibility and reputation, putting in peril your online revenue stream.
To garner your prospects’ information and speed up the conversion process, designing and implementing a successful lead generation campaign must have a holistic plan to have a successful conversion process having in place Call-to-Actions (CTAs), landing pages and forms on your websites that can assist you in gathering valuable fragments of information you want your prospects to share with you.
How to create a successful lead generation campaign?
As pointed out before, a lead generation campaign will consist of having in place for your website a “Call-to-Action” (CTA), a landing page and forms to collect the desired information you wish your prospects to share with you.
What is a CTA?
A CTA is a button that promotes an offer and is action-oriented. This button can be typically traced at the end of one of your blog posts, for example, inviting a reader of your posts or newsletter to click on this action-oriented button to direct them to a landing page, before giving your prospects something of value in return for their information.
These CTAs should be attention grabbing, straightforward and use a relevant and appropriate on-page placement. These buttons will direct your visitors to the landing page and must not make your visitors think too hard about what to do next. Additionally, testing changes and analyzing differences in results will prove whether your CTAs are working in directing your visitors to your landing page.
Landing page (your digital sales representative)
The landing page is often considered your digital sales rep, assisting you in gathering the information of your potential customers which is the central aspect of a lead generation campaign. A landing page is a separate web page from your website, where your visitors “land” on this page after clicking on a CTA previously.
All landing pages use forms to collect the desired information you wish to gather from your prospects, using this valuable information from these contacts to your advantage to keep converting them by using the information you receive and personalize your future engagements with them in the conversion process.
Landing pages must also be action-oriented and should let visitors focus on filling up their information in your forms, removing all navigation menu and links, including relevant images, animations or even short videos that can help communicate better with your prospects.
Remember that landing pages must explain your offers precisely given that your visitors need to understand who you are as a company and what are you asking for your prospects. Landing pages should mirror the value of your offers always.
Forms. What landing pages are made off
Now, the forms that are within the landing pages are an equal information exchange between your company and your prospects, where you will focus on questions that will help you not just collect information from contacts but also segment these prospects for your next digital marketing endeavors.
These forms will have “form” fields where they should have limited input options that will lead your prospects further into the buyer’s journey, and must not be too long so as not to annoy or divert your prospects attention when filling up the required information.
On a broader context, aside from having these features, your lead generation campaign must be adequately aligned with the rest of your digital marketing strategy, linking your CTAs, landing pages and forms with your buyers’ personas, using your social media strategically to channel your offerings to your landing pages.
Once you have devised a creative lead generation campaign, you should always check on the metrics to overhaul whether your lead generation campaign is working or should a few minor adjustments on your CTAs, landing pages and forms may be entertained to make the difference in gathering the desired information from your leads.
As your journey in your online business begins to take shape, embrace these new concepts and start implementing those CTAs, Landing pages & forms on WordPress or your established CMS to create a successful lead-generation campaign and begin reaping the benefits from this conversion process. The whole purpose of having a lead-generation campaign is to convert prospects into leads effectively and further move them into making a purchase, increasing your online reach and online sales.
What do you think the essence of your business is?
Sales funnel + CTA + Thank You Page