Lead Generation Tips
Lead generation is the goal of every email campaign, web page and marketing piece. Offering relevant content is the start of lead generation. It must answer your prospect’s question, “What’s in it for me?‘ – WIIFM. If you can answer that one question, you’ll be on your way to generating leads.
There are several ways you can entice your visitors into providing their name and email address. Here’s five different kinds of content that have shown proven results in lead capture efforts.
How-To Guides – People are always looking for a way to find a resolution to their pain points. Others are simply curious. Providing a how-to guide for immediate download is an excellent way to capture names and email addresses. You can write your own how-to guide or get one through organizations you belong to. For example, Realtor.com provides real estate marketing materials for its members. For maximum results, take full advantage of those resources.
Checklists – Think about the specific issues your target market faces. Checklists can be created to address those issues. Offer a downloadable checklist with a timeline for someone who just sold their home. Detail, start to finish, what needs to be done to make their move go smoothly.
White Papers or E-books – Go a little further with your e-reports and e-guides by creating an e-book or whitepaper. HubSpot explains a white paper like this:
A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. Marketers create whitepapers to educate their audience about a particular issue or explain and promote a particular methodology. They’re advanced problem-solving guides.
The simplest way to create an e-book or white paper is look back at past blog posts you’ve written. Find ones that have a similar topic and combine them into one white paper or e-book. Take a look at questions and comments your visitors have made on social media, your website, posts, emails, etc. This, too, will give you ideas.
What’s Trending? – Provide a list or write an article about new developments in your industry. Let people know what’s happening and how it affects them. Detail it in a list or article format. Give your opinion and ask your readers what they think.
Video – This is my favorite! By adding short videos to my blog posts, I have decreased my bounce rate by 10 – 15 percent in a very short time. That’s because people love video. For your posts, create a short video outlining the main points. Add it to the top of your post. People will click on to see what your video is about. Most people will watch start to finish if the video is less than a minute or thereabouts.
Create a video that leads prospects to your landing page where they will be encouraged to sign up for your e-book, white paper, etc. Post it to your social media and other networks as well as your website.
Give one or all of these tips a try. Find the one(s) that work best for you. Engage your visitors and work toward the goal of getting them to be prospects.
Here’s some other lead generation tactics posts I think you’ll enjoy:
What do you do to engage your visitors and lead them to being prospects and clients?