44. Make Your CTAs Compelling
By now you almost certainly understand how powerful calls-to-action can be, but they aren’t magic. You need to take the time to ensure that the calls-to-action you’re including on your website are compelling if they’re going to make any difference to your lead generation. If your CTA is just “call us now” or “contact us today”, you’re unlikely to see the lead generation outcomes you’re looking for compared to a CTA like “Organise a FREE session with our consultant”. The latter example brings more clarity to the table, making it clear to the lead exactly what they’re getting by taking action. This is even more effective if you’ve also outlined the benefits of that action for them in previous copy.
45. Put Smart Technology On Your Side
Technology is a magnificent thing, and it can vastly improve the effectiveness of your lead generation outcomes when using calls-to-action. One of the smartest technology advancements we’ve seen in the world of calls-to-action is that of personalised CTAs. HubSpot for example offer Smart CTAs that allows you to individual target site visitors, showing them different CTAs if they’ve already opted in to your initial offer. With this tool you’re able to set up a CTA that is different the second, third or fourth time a visitor comes to the page, adding value at each visit and keeping people coming back for more.
Lead Magnets To Sweeten The Deal
Offers are fantastic in giving website visitors a chance to sample the value you’re bringing with minimal risk. Here are a few simple strategies to help you when you’re implementing these kinds of offers on your website.
46. Bring Out The Offers
Just as guarantees can help to ease the transition to conversion, offers are an ideal pathway to entice buyers with a ‘try before you buy’ mentality. When done right, offers take the pressure off the buyer, while also working to establish trust and generate valuable data that you can use into the future to target and hone your communication with that individual and others at a similar stage in the buyer’s journey. Remember, the more you learn about the people you’re selling your product or service to, the easier it becomes to successfully convert them!
47. Offers Should Be Tempting And Valuable
We talked before about getting your offers ‘right’, and there is a specific way to accomplish this. Over the years we’ve found that content marketing really only works well if the offers on the table are tempting and valuable. You can’t offer something dull or imitative and expect a good uptake. What you entice your leads with needs to be exciting, engaging and as unique to you and your business as possible. You’re the expert in your industry, so use what you know to craft an offer that not only grabs the attention, but cannot be refused.
48. Solve Problems With Offers
Leads who have any chance of converting are leads who have a problem, and the buyer’s journey follows the different stages of your leads attempting to solve that problem. The offers that you provide should work to target buyers are each stage in the journey (from awareness to consideration and then to decision) with different approaches to that problem. So in the awareness stage your offers might be guides, research, informational articles and ebooks. Then, in the consideration stage those offers become podcasts, videos, webinars, expert guides and in-depth reviews. Finally, at the decision stage you’ll can put up offers like trials, live demos and similar. At the beginning, pressure and buyer involvement is low, but this increases as they progress and that journey should be illustrated in the kinds of offers you are tempting them with.
49. Get Things Moving With A Giveaway
If you’re looking for a way to kick start your lead generation, a giveaway is definitely worth considering. After all, people love to get something for nothing. It’s built right into the part of our brain that craves a good deal. Giveaways can help businesses to generate excitement and buzz for their brand online. The same energy that people feel for your giveaway becomes linked to your brand, making your business that much more interesting for visitors. Of course, you’ll want to make sure what you’re giving away is seen as valuable and worthwhile, remembering that it should be relevant to your business and in-line with what you’re asking leads to do. So, people are unlikely to fill out a multi-page survey for a free t-shirt, but they may very well do so for something of higher value. Make sure to advertise your giveaway widely to generate as much awareness of it as possible among your current and extended networks.
50. Boost Lead Generation With Challenges
As a lead magnet, there isn’t much that speaks to the innate competitiveness of human nature more than a challenge. In so many industries, in particular fitness, challenges can be an amazing lead generation strategy. They key is to ensure that your free opt-in is better than your competition’s paid offer. Spend the time working on making any challenge offers visually impressive with lots of great imagery and avoid overwhelming people with an excess of information. Keep the aim of the challenge simple and make it easy for visitors to succeed by making the goals well within their reach and supporting them along the way, with incentives for finishers.
51. Locked Videos Add Value
Locked or gated videos have been used in lead generation for some time now. Essentially, a locked video is one that requires visitors to fill out a form to download or view it. Basically, swapping their data for your content. When you lock a video, the subtle message your visitors are getting is that the video has a greater value. It’s better than a similar video on the topic available with no gating, and accessing it is as easy as filling out a form. When you aren’t asking for too much (i.e. just an email address) the opt-in represents a fairly low-impact cost for visitors, but the perceived value of the video is is much increased.
52. Make It Interactive
Visitors to your site do not want to be passive absorbers all the time, and you might be amazed at just how much a bit of interactivity can boost your lead generation. Consider creating an interactive website tool that visitors can use in some way as a part of getting more information towards solving their problem. For example, if you’re a mortgage broker it could be a plug-and-play budget tool that allows visitors to see what their monthly repayments might be depending on house price, interest and savings. The tool should will probably need to be custom coded, and while there is a cost there it is more than worth it for the potential benefits it may bring, including sharing power.
53. Presentation Is Key
You probably already know by now that, even if you have a really stunning idea, it’s probably not an entirely unique idea. That doesn’t mean that you can’t succeed and improve your lead generation and ultimately your conversion rates, but it does mean you need to be pragmatic about your approach to marketing yourself. One thing that will definitely make or break your lead generation offers is how they are presented. Design makes an enormous difference to perceived value, and poor quality design really shows not only on your product but on uptake rates. Even if you have a fantastic offer, poor visuals can result in it being less attention-grabbing for visitors. Do yourself a favour and put time into the design of your lead generation offers, using a professional designer to ensure it really does blow your audience away.
This guide can be an amazing resource for businesses wanting to take their lead generation to the next level, and conquer goals that they may feel have been out of their reach in the past. However, it really is just the beginning. Successful lead generation is a long journey, with many varied challenges and opportunities for success, but we hope this resource provides at the least a solid foundation on which companies can build new knowledge as they work towards their lead generation aims, whatever they may be.