Inbound marketing is one of the most complex forms of advertising in today’s online world. When you’re trying to generate leads and ultimately conversions, it’s difficult to know where your visitors are coming from and what they want from your brand at that moment in time.
In a perfect world, we can pinpoint the visitor’s exact need and offer them a solution that only our brand can provide. Far easier said than done, but today we’re going to look at three secrets of lead generation that will help you better entice and engage your visitors so they become paying customers.
3 Little-Known Secrets of Lead Generation
Generating leads involves a keen understand of your product or service’s value proposition, so you can convey that value to your potential customers. Since your customers can come from all different directions, we have to prepare for all possibilities and make our presence known on multiple channels.
Let’s take a look at three elements of lead generation that many businesses fail to grasp. With this in mind, you can become far more successful in your efforts to garner and retain customers:
1. Consider The Buyer’s Journey
This first strategy is something that many businesses do not give enough attention to. Lead generation strategies that employ a single one-size-fits-all approach will find that they’re alienating potential leads who are further along in their buyer’s journey.
Let’s take an example. Say you’re an English tutor in Singapore, and you’re trying to entice new students to sign up for your services (example: here). Some students will already be aware of your services, while others may not. Your lead generation here should account for both these types.
Consider these three stages in a buyer’s journey and how the specific step affects your approach:
- Awareness – These are the potential students who have just become aware of your business. As your first interaction with them, the focus should be on providing value like a free consultation or a resource like your online blog.
- Consideration – This is the point when your potential customers are ready to start narrowing down their options. Buyers at this stage should be engaged through the use of landing pages that provide a strong value proposition and outline the benefits of your tutoring service.
- Purchase – This is the final stretch. You have the lead’s attention, but you need to close the deal. Here you provide them with clear and concise steps to finish the process. Reel them in with a final push of information or incentives like promotional discounts.
Depending on how your leads are reaching you, and whether you’ve engaged them before, will decide which stage of this process they are in. Regardless, your pitch to them and the approach you take should be informed by their place in the steps above.
2. Diversify Your Channels
Lead generation is something that should be present on a variety of different channels. If you think of your website like a house, then you’ll see how your visitors can come through the windows, the roof, or through the floor. They rarely use the front door.
Your lead generation efforts should be ready to meet potential customers by being present in channels like these:
- PPC campaigns
- Social Media
- Email Marketing
- Link Building
- Blog Posts
Incorporate opportunities on these channels that also consider the buyer’s journey outlined above. Once you’ve done that, you’re ready for the final step.
3. Include a Clear and Concise Call-to-Action
The final piece of the puzzle is your Call-to-Action, otherwise known as a CTA. This is the most crucial part of your lead generation as it gives the potential lead the knowledge they need to take that next step.
Whether it’s grabbing their email, or closing the sale, your CTA should be clear and concise. Tell them exactly what you want them to do next and why it’s going to be the best decision they’ve made in a while.
If all these pieces fall into place, you’ll have a winning lead generation strategy. Simply remember to consider where they are in the buyer’s journey, where they are coming from, and what you want from them. Keeping these three secrets in mind will give you everything you need to bring them into your brand.
How do you create successful lead generation strategies? Let us know in the comments!