DETROIT – Lead generation is big deal in today’s business environment. Every business wants to get to the faces of the ideal audience and increase their chances of getting them to take a favorable decision. All of these translate to growth.

Irrespective of your business type – B2B, startup, or e-commerce store, you are most likely in making it grow. One of the ways to make this happen is by increasing leads. You can start by setting up an online campaign. But that would not be all – you will also need to optimize these marketing campaigns to maximize your lead generation potential using your sales funnel.

If you are ready to do the work, the three tips discussed in this article can help boost your lead generation. But first, let’s look at the importance of lead generation to business growth.

Why Is Lead Generation Crucial to Business Growth?

Lead generation and customer conversion are the top priorities of any marketer. In terms of importance, the only metric that comes close to these two is increasing customer satisfaction.

The importance of lead generation is not far-fetched. A continuous influx of new leads is the only way to boost sales. Otherwise, sales dry up and negatively impact revenue. And without revenue, a business folds up.

Website visitors may not purchase your product or service immediately after landing on your page. But they become leads, which if properly nurtured, can lead to conversion or sales. So, today’s visitors or leads are future buyers.

Generating leads is not as important as generating quality leads. While lead generation strategies like referrals, cold calling, and conferences are effective, they are just not enough. It would be, therefore, best if you also learned and introduced lead generation methods via online campaigns.

Leads generated from advertising are better because you can be convinced they are from a specific audience you have targeted. For example LinkedIn advertising is a very efficient way to reach a B2B audience with paid ads This makes conversion easier. The process is also more user-friendly – you can automate some parts of the process and measure easly the ROI with the Linkedin ads metrics.

This leads us to the main issue – how to ensure your ads are generating quality leads?

3 Strategies for Driving More Leads Online

Chances are you already have existing ad campaigns set up for the purpose of lead generation. If yes, these tips below will show how you can improve and finetune them to deliver better and more quality leads.

#1 -Optimize your landing page.

Landing pages are integral to any online lead generation campaign. They ensure a website visitor provides information to get something valuable in return.

Studies show that landing pages have higher conversion rates than most ads or offers. Although the average conversion rate of landing pages is approximately 2%, some have conversion rates exceeding 10%. If your landing page is not returning a double-digit conversion rate, it is advisable to optimize one or two elements.

Start by looking at your copy and its headline first. The ideal copy should be short, sharp, and engaging. Your prospective users should be able to understand your product and what it does within a few moments of landing on your page. So, when describing your product, it is best to focus on how it helps the users instead of focusing on the features.

Your headline is also essential. Users read the headline of a page first, making it one of the most significant factors determining whether the user will continue browsing or not. You should spend time adjusting and testing your headline.

Another proven and effective way to boost a user’s understanding of your product is to include a video on the landing page. Generally, videos are integral to securing more deals because most people are more predisposed to watching a video than reading a copy.

The final tip regarding land page optimization is to remove any distractions on your page. For example, adopting a simple landing page design or layout without a navigation bar or links to external pages forces your visitor to either close the browser or take action, for instance, sign up.

#2 – Provide value.

A landing page has many components – an image, copy, and CTA, none is more important than the content. Your content is the tool or resource you’re offering a lead in exchange for their email address.

Most brands offer gated content in the form of downloadable PDFs, for example, an ebook or a white paper. Well, this shouldn’t always be the case. Other excellent gated content forms you can offer your website visitors include surveys, case studies, video series, and webinars. Regardless of its form, it is best to ensure that your gated content delivers excellent value. Otherwise, your leads will leave your sales funnel almost immediately they enter.

So, how do you offer value? The best way to deliver value is by solving your leads’ common problems. You should also identify your leads’ pain points and where they get stuck. Based on these findings, identify an area of your expertise you can leverage to make their lives easier.

Another way to deliver value is to present gated content in the best possible way. For example, you can make your content more appealing to your leads by spicing it up with images, videos, and other multimedia forms. When your leads consume excellent content, they engage more with it.

#3 – Incorporate automation.

Leads generation doesn’t end at collecting them. You must also nurture them correctly. Studies have shown that only 2% of sales are made after first contact. This means many salespeople give up after their first attempt instead of following up. Not to worry, you can automate the follow-up process to ensure efficiency.

One way to nuture leads is through emails. It allows you to get feed messages to your leads strategically in bits, while providing a massive ROI in return. Start by choosing an email automation platform, then integrate your landing page’s form. This way, all emails are automatically added to your mailing list.

The next step is creating an automated series of emails to be sent out regularly. Since your goal is taking leads through each stage of the buying process, you must provide them with the right valuable content at the right time. We recommend educating them about your industry and its problems in the early emails. You can follow these up with emails that focus on your products and services, and how they can benefit.

Sending your prospects more emails puts your product in the email’s limelight while helping you be more direct with the lead.

Final Thoughts: Leveraging Lead Generation to improve Marketing ROI

Mastering lead generation puts you on track to improve your marketing ROI and grow your business. This article is not exhaustive regarding the number of tips it offers. However, they are good enough to get you started. You can also explore additional effective ways to optimize your campaigns to maximize lead generation.

This article was provided by Kamel Ben Yacoub