Lead generation laptop

3 Common Lead Generation Mistakes And How To Avoid Them

Every successful sale starts with lead generation. Buying leads is never going to yield the same results as organic leads, but it can be tough to get your design and marketing just right. The effort should not be abandoned, however, since valuable leads help a sales team thrive.

Difficult or not, generating leads is and will remain a high priority for marketers in the years to come. Finding the balance between quality and quantity for leads needs a well thought-out strategy. Here are some of the common lead generation mistakes that you should consider with your internal and external teams while developing your plan for success.

 

Design Mistakes

It’s said that you only get one shot at a first impression, and for lead generation, that first impression is going to hinge on the design of your landing pages. Well, to be fair the first impression really starts with the page load. If your website design doesn’t allow for fast and full page loading, you’ll lose your sale before it even becomes a lead. Your landing pages should also carry over your brand’s overall look and feel. Stay away from gimmicky trends that will confuse your audience about who your brand is and what they have to offer.

 

Keep the design of your landing pages consistent, and follow these basic guidelines:

  •       Keep your form above the page fold
  •       Don’t muck up your lead generation process with too many points for conversion
  •       Don’t busy up your landing pages with a bunch of competing content
  •       Don’t hide your call to action

 

Messaging Mistakes

Your internal research, paired with expert recommendations from your digital marketing agency, should help you craft the right messages for the right audiences. Despite having more access than ever before to all kinds of data, marketers still struggle to find the right message. Here are a few mistakes that marketers make with their lead generation messages:

  •       Ignoring pain points. You should be working with your sales team to identify the pain points in the industry, and you should be using those pain points in your messages. Call out how your product or service can solve those pain points. Sure, you want to talk about your features and benefits, but you need to weave those around a story about how you’ll solve a problem.
  •       Forgetting to nurture leads. Your messaging should be changing as your leads move through your funnel. If you just bombard them with a constant “buy now” message, you’re missing a valuable opportunity to educate your leads and turn them into loyal, long-term customers.
  •       Offering nothing. If you want your leads to give up their professional or personal contact information, you need to be willing to offer them something of value in return – for free. Go through your blog and webinar archives and recycle the content into an eBook or a highlights video with tips and tricks.lead generation mistakes

Form Mistakes

Once your leads are impressed enough with your web design and the value you are offering them in return for their information, you still aren’t home free. Your landing page form is still a point of contact that can make or break your lead generation. Do some A/B testing to find the right balance for your forms, but in general, try to keep them short by prioritizing the information that will be most important for your sales team.  

For more on forms and lead generation be sure to read Is Your Lead Generation Process Killing Your Lead Generation?

lead generation content- laptop

Fuel Your Lead Generation with Content that is Easy to Love

February is the month of love, but there might not be a lot to love about your lead generation marketing funnel. Sure, you might be head-over-heels with your website landing pages, but is it translating to your audience and converting them into qualified leads? Before you can get people to fall in love with your business, you need to use your landing page content and lead generation cycle to jump-start their hearts. After all, content is king.

Break Up with the Old Way of Thinking

Needing to refresh your landing page strategy is nothing to be ashamed of; big brands do it all the time. Think of it as getting a new outfit or a haircut to help you get through a break-up. Optimizing your landing pages can often feel like dating – you are constantly taking notes on what is driving results and what isn’t. You’re looking to put the most interesting out there, and you need to update things frequently. Updating your landing pages can feel like breaking up with the old way of thinking, but it’s ushering in new trends and technology.

Attract the Right People

Once you know your information is updated, you need to work on attracting the right people. Your content should follow these simple rules of attraction:

  •       Showcase Relevancy: Content should not be static. Use the right tools for your business that will allow you to customize content as needed by topic, audience, or both.
  •       Focus on Quality: Nothing will increase your landing page abandon rates like low-quality images and design elements.
  •       Be Findable: Your audience can’t swipe right on your content if they aren’t even able to find it. Make sure your landing pages have design elements that stand out and inspire action.

Don’t Be Afraid to Flirt

Flirting is trial and error. You try something out, and gauge the reaction that you get. If people respond favorably, you continue to use that tactic; if you get a drink thrown in your face, you reset your plan. Landing page content is no different. If your page isn’t getting conversions, you need to consider switching things up. If a landing page is receiving high conversions, see how that content can translate to your other landing pages to increase their success, too.

Make an Impression on the First Date

Once you’ve gotten a prospect to give up some of their personal information and click your link, it’s time to make an impression. Don’t play the waiting game when it comes to contacting them. Have customized follow up content ready to go, and get your new lead into a drip campaign ASAP.

Become Exclusive

It’s up to you to start the conversation about taking your relationship to the next level. With the above strategy, your content should be at peak lovability, and your audience should be ready to convert from casual dating to being in a committed relationship.

With a plan this good, you’ll soon find that you can put cupid out of business and for more content love tips be sure to read How Website Design Can Help Your Leads to Fall in Love With Your Brand.

Lead generation 2018

4 Ways You can Freshen Up Your Lead Generation Strategy This Year

Lead generation is not a static marketing tactic. It’s powerful, but ever-evolving, tool that needs to be evaluated as technology advances, as browsing habits change, as buying behaviors shift, and as the online and e-commerce industry rules are rewritten.

Marketers might find themselves feeling frustrated with the challenge of delivering qualified, valuable leads.

With some patience, though, and a lot of dedication, your business can benefit from a redefined lead generation strategy. This will help pull in qualified people ready to be converted into your most loyal customers.

Here are a few ways to stay on top of trends and to give your lead generation a fresh start for the new year:

Continue Reading

Digital Marketing Strategy Goals

4 Goals for Your Digital Marketing Strategy That Go Beyond “Likes”

As the world of digital marketing continues to expand, experiment, and tighten up techniques, it’s time for the industry to buck up and think beyond “likes.” If your management or board of directors is still thinking in terms of attention without substance, the new year is your time to change their thinking.

The “old” digital marketing strategy thinking goes something like this: get all the attention; go viral. The “new” digital marketing strategy thinking is more like this: engagement is greater than attention.

Here are four goals for a digital marketing strategy that will help your company move beyond the stigma of “like” counts to get tangible results on your sales and earnings reports.

Continue Reading

Succeed Influencer Marketing

How to use Influencer Marketing Strategies to Target Audience

Influencer marketing is trending, but is it worth it?

It’s a phrase as old as time: word of mouth is the best marketing. For many years, brands have been using spokespersons to spread the word about their products, and to associate themselves with a “cool” and “worthy” person, group, and segment. But, like all marketing, techniques and tactics need to roll with the changing times.

Continue Reading