Lead Generation: Transforming Website Visitors into New Customers
In our world where digital marketing reigns supreme, a key aspect to focus on is Lead Generation. We're dedicating considerable time to this topic as it's the linchpin in creating a customer base for your business.
While leads aren't customers, they are essential precursors to customers. Let's delve into the transition from casual visitors to potential leads.
Digital marketing targets those actively seeking information, whether to solve a problem, make a decision, or simply gain knowledge. People search for this information via search engines, social media, or through recommendations from their network.
Your business has a golden opportunity to provide the answers they're seeking via your website. This is why we've extensively discussed the importance of a well-designed and content-rich website. Visitors are often in a rush to find information, making an intuitive and clear website design paramount.
The Art of Lead Generation
When visitors land on your site, they either find it lacking and leave, or they become intrigued by what you have to offer.
To distinguish those who wish to learn more, you can create a "journey" for them to follow. We'll briefly discuss these steps here, and explore each one further in subsequent posts.
- Call to Action (CTA): A CTA could be a graphic, button, or link prompting the visitor to take an action such as, "Click here for your special offer" or "Download your free guide here."
- Landing Page: Upon clicking the CTA, the visitor is directed to a landing page. This unique page houses information about the offer in exchange for their action.
- Form: A form is used to gather information about the visitor, like their name, email, industry, etc. This data is invaluable in fostering a relationship with the potential lead.
- Thank You Page: After the form completion, the visitor is taken to a thank you page. This page can contain additional relevant information like blog recommendations, social media links, or other CTAs.
- Offer: The offer is what you provide the lead in exchange for filling out your form. It can be anything of value: a special discount, a comprehensive guide, a webinar, and so on.
The Buyer’s Journey and Lead Generation
Every aspect of your website should cater to your ideal customer: from the design and tone of your content, to your choice of social media platforms. When planning a lead generation campaign, keep your ideal customer in mind.
Consider the questions and issues your ideal customer would want to address. These should form the bulk of the offers and information you share on your website.
Also, consider where your ideal customer is in the Buyer’s Journey, the stages being:
Your customer's stage in the Buyer’s Journey will influence the type of offer you provide. For instance, customers in the Awareness stage will benefit from educational content, while those in the Consideration stage might prefer user guides or webinars. For customers in the Decision stage, case studies, testimonials, and free trials can be effective.
Implementing a successful inbound marketing strategy takes time but is well worth the effort.
Best Practices for Lead Generation
To convert visitors into leads, here are a few best practices:
- Add Value: Continually provide value to your customers. Understand that what is considered valuable can vary from customer to customer, making it crucial to know your target audience intimately.
- Authenticity: Ensure the offers you share genuinely reflect both your business and your customer. It's counterproductive to generate a lead that doesn't align with your business values or appreciate your mission.
- Clear and Engaging Language: Your CTAs and landing pages must be engaging enough to pique visitors' interest, and clear enough to leave no ambiguity about the action you want them to take.
Understanding Lead Generation vs. Sales
It's crucial to differentiate between lead generation and sales. A lead isn't a customer, but a potential customer. They haven't decided to make a purchase yet.
Maintaining this perspective is important when developing your campaigns. The goal is to filter out those genuinely interested in learning more about your business. Once you have their information, you can nurture your relationship with them and guide them towards becoming a customer. We'll focus on nurturing relationships with leads in upcoming posts, so stay tuned!
Lead Generation is where your marketing and sales efforts intersect. Whether you're an entire team or a one-person operation, it's crucial to create offers that move potential customers from the Consideration to the Decision stage.