If you want grow your businessyou need to be intentional in how you interact with your website visitors and move them through the sales process.
The way to do this is through qualified lead generation: you want to invite the right people to interact with your website content so that they give you their contact information and connect with your business.
Capturing qualified leads doesn’t have to be a guessing game; there are proven tactics you can use to find qualified leads and move them through your sales funnel.
Get started with generating qualified leads
Instead of trying random lead generation tactics and hoping they work, focus on the following recommendations for targeted and effective lead generation.
1. Create quality content that stands out
Content is what you offer people so they can get to know you and your business. Great content will draw prospects to your site, show them you’re knowledgeable in your field, and encourage them to give you their contact information.
Types of quality content to publish on your site:
Blog posts on topics that interest your audience
Write blog posts that:
- Answer common questions people have about your area of expertise.
- help your audience achieve their goals
- include keywords people search for online
These articles should position you as opinion leader in your industry and help your audience associate your brand with valuable and useful information.
Ebooks or other long PDFs
If you have a lot to say on a particular topic, instead of a blog post, write an e-book or a longer PDF. Include useful information, tips, tricks, and even sections where the reader fills in their own information in an interactive workbook format.
Having such content to upload to your website makes people feel like they can walk away with something free after a visit to your site, which means they will have a positive opinion of your brand after that visit. .
A white paper is an ebook or PDF that contains research on a particular topic. You can do the research yourself or hire an independent research organization and then summarize the information in a white paper that you offer to your site visitors.
This positions you as an authority on a particular topic and lends credibility to your brand.
Case studies or customer testimonials
When someone is considering buying from you, chances are they will be encouraged if they can talk to someone who has purchased your products or services in the past. Interview your most satisfied customers and turn those interviews into articles.
These case studies can be published on your website as longer testimonials of the quality of the products or services you offer.
A main page is a page on your website that serves as a comprehensive guide to a particular topic. Once you’ve written multiple blog posts and created ebooks, white papers, or case studies on the same topic, you can combine the content into a master page that showcases your knowledge of the topic.
Think of a pillar page as a collection of resources and a one-stop-shop for information on a topic in your industry.
2. Optimize your content for lead generation
Once you’ve created great content for your site, the next step is to convince your site visitors to give you their contact information in exchange for that content.
In general, the best practice for finding qualified leads is to use blog posts and pillar pages to invite people to read your site content, and then include forms on those posts and pages for people sign up to receive bonus content, such as ebooks or white papers you’ve written.
3. Make it easy for mobile users to give you their information
Think of all the people you know personally: How many of them have a computer at home that was not provided by their employer or their child’s school?
The fact is, most people today browse the internet from a mobile device, not a computer. If your website isn’t optimized for mobile visitors, it’s hard for them to engage with your content.
How to Generate Mobile Leads:
- Limit the number of fields on your registration forms. Smartphones have smaller screens and you don’t want to overload your users with too many fields to fill out.
- Organize your form fields from the user’s perspective. Place the fields in an intuitive order, such as name, email, then phone number. Don’t ask for information you don’t absolutely need upfront.
- Size your fields accordingly. Be sure to make full use of the input fields by using the entire viewport, making sure the fields are easy to touch and not too large. Don’t force users to pinch and zoom to enter their information.
- Use top-aligned field labels. Research has shown that these form labels are the fastest for users to read and are very effective; keep this in mind when structuring your forms.
If you want to find qualified leads for your business, make sure people can access your information and provide theirs using any mobile device.
4. Optimize your website for search engines
Today, most people find information by first going to a search engine and typing in a question or topic. If you want them to find your site during this process, you need to optimize your website for SEO (SEO – Search Engine Optimization).
In other words, use the keywords and phrases that people are likely to include in their search queries when you create your website’s articles and pages.
Use the same keywords over and over in the content of your blog posts and pages on your site. So when someone searches on a similar topic, your site will rank higher in search results.
When the visitor arrives at your site, make sure the rest of the page matches the topic they searched for (don’t use keywords out of context or “trompe-l’oeil” with the words keys to your content) so that they stick around and keep reading.
The final step is to make a clear distinction between what they searched for and what you are offering for sale. On every page you optimize for keywords, be sure to include at least one or two calls to action to entice visitors to sign up for your mailing list or make a purchase related to the topic of their research.
Practical tip: If you also optimize your site for web accessibility, you are more likely to improve your search engine rankings. Using alt text on your images (a caption that describes the image but is only visible with a screen reader) is a great way to incorporate keywords into your content while making your site more accessible to visitors using screen readers or other assistive devices.
5. Use the power of social media
Social media is a great source of quality leads because almost all of your audience is there, spending their free time throughout the day.
Social media can be a partner in your lead generation process, provided you use it intentionally to bring traffic back to your own website.
Tips for using social media to generate leads:
- Adapt your content to the style of the relevant platform. For example, image-heavy content with captions works well on Instagram, while video content does well on Facebook.
- Include links to signup forms so people who like the content you post on social media can sign up to your list to hear from you more often.
- Target leads on social media to find new customers. Options include targeting based on specific attributes (geography, interests, demographics) as well as based on lookalike audiences (uploading a list of customers and letting algorithms find similar leads). This targeting can help generate qualified leads.
- Remember that you should not build your house on someone else’s land. In other words, use social media as a place to meet qualified prospects and invite them back to your home turf: your website. Keep this goal in mind so that you don’t just post on social media, but rather invite people into your sales channel with every interaction.
6. Use email to identify qualified leads
Finally, you can’t go wrong with a classic email lead generation campaign. As other tools rise and fall in importance, the email is a basic element that cannot be denied.
Email marketing allows you to meet your prospects where they were once conditioned to seek information: their own inbox.
Be sure to create emails that are attention-grabbing, concise, and helpful so that subscribers get into the habit of opening them regularly.
Your emails should have a strong subject line and call-to-action to encourage people to take your sales process further, but without being too sales-oriented.
The best practice in email marketing is to connect with your audience’s pain points, give them information to solve a problem or answer a question, and then ask them to take action to move forward in your sales funnel.
By following these steps, you’ll be able to tell unqualified leads from qualified leads because people who regularly open your emails, read content, and click embedded links are more likely to move from being leads to being leads. of customers.