In Part Two of “Lead Generation Marketing Tips” we covered tips on improving your call-to-action efforts as well as introduced tactics that help convert visitors from your landing pages. In Part Three we will cover how to optimize your landing page forms so that they lead to more conversions, and we will also cover some additional channels to use when attempting to maximize lead generation efforts.
21. To Submit or Not to Submit
That is the question most of your visitors are asking. One of the best ways to increase form conversion rates is to simply NOT use default word on your button: “SUBMIT.”
If you think about it, no one wants to “submit” to anything. Instead, turn the statement into a benefit that relates to what they are getting in return.
For example, if the form is to download a brochure kit, the submit button should say, “Get Your Brochure Kit.” Other examples include “Download whitepaper,” “Get your free ebook,” or “Join our Newsletter.”
Another helpful tip, make the button big, bold and colorful. Make sure it looks like a button (usually beveled and appears “clickable”).
22. Reduce Anxiety with Proof-Elements
People are more resistant to give up their information these days, especially because of the increase in spam. There are a few different elements you can add to the form or landing page to help reduce a visitor’s anxiety to complete the form:
- If your form requires sensitive information, include security seals, a BBB rating, or certifications so that visitors know their information is safe and secure.
- Adding testimonials or customer logos is another great to indicate social proof. For example, if your offer was for a Free Trial, you may want to include a few customer testimonials about your product or service.
23. Make the Form Appear Shorter
Sometimes people won’t fill out a form just because it “looks” long and time-consuming. If your form requires a lot of fields, try making the form look shorter by adjusting the styling.
For example, reduce the spacing in between fields or align the titles to the left of each field instead of above it so that the form appears shorter. If the form covers less space on the page, it may seem as if you’re asking for less.
24. Blogging Brings in the Leads
According to HubSpot’s recent Benchmarks report, companies that blog 6-8 times per month double their lead volume. This proves that blogging is a highly effective channel for lead generation.
In every blog post, include hyperlinks to landing pages within the copy of the post, as well as a prominent call-to-action.
25. Email Marketing
Many businesses may think that email marketing is only best used when communicating with existing prospects and customers. Not so! Email can be a great channel for new lead generation. Here are some ways you can use email to generate more new prospects:
- Focus on an opt-in strategy. If you’re buying email lists and spamming your prospects, no one will want to share your email with others. They will only want to unsubscribe! The first step to email lead generation is to make sure you have happy subscribers that enjoy receiving emails from you.
- Send people valuable offers. If you send really interesting or valued offers – whether it’s downloads, discounts or educational content – people will more likely share your emails with their friends or colleagues.
- Give people the tools to share. Don’t forget to add a “Forward to a Friend” link or social media sharing buttons within each email so people are encouraged to pass it on.
26. Social Media
Social media isn’t just for liking funny pictures or tweeting what you ate for breakfast. Social media is an emerging channel that many businesses are taking advantage of. Here are some great tips for generating leads on social networks.
- Build a loyal following. Building a relationship with potential customers is a critical first step. Social media connections are really about people-to-people, not always company-to-individual. Get to know your audience online, communicate and share information. In order to generate leads, you need to have human interaction with others.
- Remember, social media is a dialogue. Companies that only use social media to blast out messages about themselves aren’t using social channels effectively. The goal is to interact with others and be helpful. When you share content on social media, don’t always post something that relates to your company. Share links to other interesting things you’ve found online. People will be very thankful you are noticing their work, too!
- Influence connections for content sharing. Publishing and sharing content that directs traffic to targeted landing pages is the single biggest lever to increase lead generation through social media. Share your new content offers by posting links to landing pages, and in addition, share blog posts, discounts, and other great resources.
27. Organic Search
While promoting your offers in many channels is crucial for lead generation, it’s also equally important to make it easy for people to find your landing pages through search engines. To do this, you need to apply search engine optimization (SEO) best practices to your landing pages, such as:
- Pick a primary keyword for each landing page and focus on optimizing that page for that word. If you oversaturate a page with too many keywords, the page will lose its importance and authority because search engines won’t have a clear idea of what the page is about.
- Place your primary keywords in your headline and
sub-headline. These areas of content have greater weight to search engines.
- Include the keywords in the body content but don’t use them out of context. Make sure they are relevant with the rest of your content.
- Include keywords in the file name of images (e.g. mykeyword.jpg) or use them in the ALT tag.
- Include the keywords in the page URL.
Generating leads online has the power to transform your marketing. Using great offers, calls-to-action, landing pages and forms – while promoting them in multi-channel environments – can reduce your cost-per-lead while delivering higher quality prospects to your sales team.