It happens a lot.
Companies invest in lots of content, online ads and social media marketing only to see disappointing results. When this happens, they say this stuff doesn’t work and should stick to traditional marketing strategies.
For these types of companies, they might be missing some key elements to opening the floodgates with qualified leads. I actually talk to a few of these as prospects and usually, need to educate them to why their current activities aren’t producing the results they’re looking for.
Out of these conversations, I see the same things missed over and over again. To boost conversion rates and see more “qualified” leads, keep these 3 fundamental elements in mind:
Use Landing Pages
I see it all the time from prospects that tell me: “We spend all this money on Google ads or invest in social media, but we rarely get people to sign-up at our site.”
After hearing this, one of the first questions I ask them is: “Are you sending people from ads or other media to your website or a specific landing page?” 9 times out of 10, they say: “We send them to our homepage.”
When I hear this, I have to go into my “this is why you send them to a landing page” speech.
Think about it – would you want to dig through a web site to find the information an ad or link promised or would you rather have a page, built specifically to provide you that information and a way to contact or download more information?
A few of the best ways to get a visitor to take action (download your free guide or sign-up for your email newsletter) are:
- Remove distractions from the page such as sidebars
- Provide compelling reasons to take that action
- Tell them how to take the action
Use a Call to Action
Speaking of telling someone how to take action, that’s called a call to action. It’s not just for sales pages, you should use them on things like blog posts and in your website. I can’t tell you how many times I audit sites and find no calls to action…anywhere.
I mean, think about it – do you want a visitor to contact you or download a demo of your software or just click more into your site? Sure you do. Well, without a clear instruction to the reader to do something, most visitors leave your site or become frustrated as they try to find out a way to get what they want from you.
In other words, make it easy and give your reader a clear direction to take.
Invest in Professional Copywriting
As someone with a technical background and who writes for technology industries, I am still amazed how many companies write “jargon filled and dry” copy to sell their products and services. Just because it’s B2B copywriting, it doesn’t mean it should have a focus only on stats and just buying now.
Many companies believe writing doesn’t matter.
What?
Sorry, but do you only use pretty pictures in your marketing? Do you not send out emails; have words on your web site and in your print collateral? Yes? Then investing in professional B2B copywriting matters…lots!
Most high converting copy involves writing for the customer persona you created beforehand. Then, use a mix of benefits, features and what’s important to the business buyer with compelling messaging to download a demo, white paper or contact you.
Writing the right copy for the right audience is one of the key elements to effective lead generation.
Many companies may think their doing everything right, but in reality they need to revisit a few key elements to increase conversions and generate more qualified leads. When this clicks, they will also see a boost in their overall sales revenue.
Image Credit: f-oxymoron
Related posts:
{ 2 comments… read them below or add one }
Many company’s also believe that lead generation stops there. To be effective, you must ensure good conversion rates and then effectively manage the leads.
Yes, true. It just doesn’t stop at getting the lead, you must manage it and nurture it if required.
Thanks for stopping by!
{ 2 trackbacks }