Lead generation is key for marketing campaigns. This is the second blog in our mini series which looks at the four key mechanics for inbound lead generation to help gather quality leads.
We’ve already discussed creating compelling offers, in this blog we look at the next step of creating engaging calls-to-action.
Calls-to-action
We often talk about making sure that calls-to-action are bold and stand out. The reason being is that they need to catch people’s attention to complete the action.
Positioning of the call to action is important. Have this prominent on the web page, usually towards the top of it (or above the fold as you may have heard it referred as).
Be concise and to the point with your call-to-action such as ‘Download our eBook’. Ultimately you want people to click the button so if you have a cryptic message then you will lower the chances and perhaps might lose the lead.
Make sure that you have contrasting colours for your call-to-action. This will really help stand out.
Landing page
We’ve talked about landing pages before and this is certainly a scenario where a specific landing page is needed.
You’ve created your compelling offer so you now want people to take advantage of that offer. With a bold call to action you must lead your prospect to a dedicated landing page that will have all the relevant information about the offer as you want them to get the offer by parting with their email address and therefore you have converted them to a lead. If you make it too complicated for them to understand the next step then they will leave your website.
With a range of products or services why not think about targeted offers for each? Whether an eBook, discount, guide, whitepaper. This will also create a point of differentiation.
Remember to include a ‘Thank you’ pop-up once someone has taken action. This also provides an opportunity for a further call to action such as ‘book a consultation’.
Creating a successful lead generation campaign
There are four key mechanics for inbound lead generation which include:
- Offers: such as books, whitepapers, free consultations, coupons and product demonstrations.
- Call-to-action (CTA): bold text, an image or a button that links directly to a landing page so website visitors can download your offer.
- Landing page: A specific page with information about a particular offer, and a form to download that offer.
- Form: To collect contact information from a website visitor in exchange for the offer.
Inbound methodology for qualified leads
Keep an eye on our blog for the next two chapters in our lead generation mini-series. These will help you form your inbound marketing strategy and digital marketing plan to help grow your business.
As an inbound marketing agency we can help formulate your inbound strategies using a range of marketing services including refreshed web design, search engine optimisation (SEO), content marketing, social media marketing, email marketing, and Pay Per Click (PPC).