Generating leads – both high in quantity and quality – is a key objective for a marketing campaign. There can be a lot of components for any lead generation campaign.
Here are four key mechanics for inbound lead generation:
- 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.
Creating your offer
In this blog we will cover the first stage of your lead generation campaign – creating the all important offer.
With your offer you want to create an air of exclusivity so that you can generate demand. An offer may be an ebook, video, research, whitepaper, free demonstrations, memberships, discounts, blog posts.
You need engaging offers because if you are asking a website visitor to part with their contact details, then it needs to be deemed of high enough value for them to do so.
Tactics that place a time limit can help encourage take up such as:
- Limited time offers
- Limited quantity offers
- Or a combination of the above
Engaging offers
Encouraging a website visitor to sign up could take the form of saying how many people have already signed up to your newsletter or event.
To test how successful your offer is you could conduct an AVB test on the title of your ebook for instance. Send out email marketing to your database and see which is the most susccessul.
Different stages of the customer journey
Remember that even the phrase ‘contact us’ on your website is an offer. However, there are various stages of the sales journey and ‘contact us’ is for those way down the line. Prospects who already know you and may already be customers.
Many customers will conduct research first before purchase. So a constant feed of educational blogs, social posts and email marketing will get your brand messaging out there. Therefore these prospoects are more likely to be interested in downloading an ebook.
And, for those already aware of your products and services, then booking a demo would be more targeted for them.
So, making sure you cover each stage of the customer journey on your website with relevant offers will help you capture leads at the time suited for them.
The offers that generate leads
Here’s the type of offers, in order of performance, that generate leads. It’s important to test different types of offers with your audience to determine what works for you.
- Ebooks or Guides
- Templates or Presentations
- Research & Reports • Whitepapers
- Kits / Multiple offers
- Live Webinars
- On-demand Videos
- Blog including offers in sidebar
- Blog posts with a CTA
Inbound marketing Croydon
As a full service digital marketing agency in Croydon, we’re well placed to offer inbound marketing for accountants and local businesses. We also offer advice to help increase online presence with search engine optimisation (SEO) and targeted lead generation campaigns.