The term Lead gen is important for any successful company. When you implement your marketing strategy, you get inbound leads. First Place these are visitors. Through anonymous lead tracking and monitoring, you can start sending out relevant ads and pieces of content.
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While this anonymous chunk will form about 98% of your traffic, there are visitors that will become leads almost instantly.
Yes, Whatever it is, relevant marketing and content are common and the keys to generating free potential leads that will later becomes your loyal customers. It can either start with nurturing anonymous visitors and converting them and move into potential leads or directly begin with lead nurturing.
Lead Generation Myths: Busted
Lead generation marketing is easier said than done. If only your leads would come into your marketing funnel hassle-free without any problem and if at all you would successfully close them! While this takes different types of content marketing across popular multiple channels, it also comes with a bundle of misconceptions that hold back many marketers in front of such situations.
These lead gen misconceptions that hinder most powerful businesses from generating quality leads and different types of leads built for their business including using only one lead generation software, having a slow and underperforming landing page and not perform A/B test on it, not using the content strategy for your product launch and not retargeting your audience.
#1 Having only one channel to collect new leads
Having only one channel to collect leads is like packing all your eggs in one basket. If anything happens to that basket, all the eggs are gone.
Do you remember the latest Google updates – the Panda and the Penguin? It ruined many businesses that were dependent on the Google search engine.
Having only one channel to collect leads can also mean leaving money on the table. You are leaving out several opportunities to collect leads/generate leads. According to Ascend2 state of Lead generation survey report, there are seven (7) effective strategies as shown below:
There are many benefits of using different channels to drive/generate leads to your business. Having multiple channels of the lead generation process will enable you to know the right channels that will bring you the most qualified prospects at the lowest customer acquisition. It’s hard to know if your lead generation strategy is working if you’re not looking at industry data.
When you have multiple channels, it always helps you to be where your existing customers are, thereby increasing your conversion rates one or another way. Research shows that 97 percent of marketing professionals saw a revenue boost after implementing multichannel marketing.
However, not all these channels are created equally, finding the ones that work for your business and are worth so that can you can maximize your returns.
#2 Having a slow and underperforming landing page and not perform A/B test on it
A landing page is important in generating leads ( Marketing qualified leads) based on your business whether small or large. It is the page you drive visitors to, to convert them to leads and prospective existing customers. Once a customer has purchased from your company, it is the responsibility of the sales team to enrich the experience with existing customers and hold them. Its main purpose is to help you convert your web traffic into qualified leads.
An Individual good landing page should increase your conversion rate. According to searchengineland.com, the general conversion rates are 1%. However, individual landing pages help the top 25% of companies score a rate of 5.31% or higher.
A landing page is touted as effective only when it loads fast and smoothly. A landing page that loads slowly will have lower conversion rates. A landing page that loads faster will have higher conversion rates because the faster it loads, the easier ways it is for your true visitors.
Do you want to know more about this topic? Discover the anatomy of the perfect landing page here!
According to a Kissmetrics infographic, if your page load time hits 4 seconds, you’ve lost a fourth of all visitors who are a potential quarter of conversions.When you have a slow and underperforming landing page, your conversion rates will be very low. Click To Tweet
If you don’t want to lose your prospective leads and existing customers, needs to a/b test your landing page.
A/B testing your landing page will help you to know the basic elements that are not working as they should and better optimize them. According to E-consultancy, of companies that see large increase in sales, 71% tested multiple landing pages. Therefore, you need to a/b test your landing page.
So, what are the elements you should A/B test on your landing page?
You should A/B test your:
- Call to action
- Page traffic
- Page design
- Page loading speed
Let’s look at a case study from Mozilla.
Mozilla gets tons of downloads, but they still wanted more. So, they set off to see what they can improve to encourage their web visitors to download more. They decided to test their landing page load speed.
Before, the landing page was really slow. In fact, their download button does not show up until after 7 seconds. That was what their visitors had to deal with. When they noticed this yet, they decided and recommend to carry out an a/b test. They were able to remove 2.2 seconds off the average page load time. This increased their download conversion by 15.4%.
Although, this is the reason and a great way why you need to always a/b test your landing page elements to increase conversion.
#3 Not planning a Content marketing strategy for your products and services
It is an effective strategy you can continue use to generate many leads and gives sales lead information for your company with the help of the sales team. In fact, 85% 0f b2b marketers say lead generation strategies are their most important steps related in content marketing goals. Surprisingly, as many as 70% of marketing professionals do not have a coherent or integrated content strategy– but while that’s bad news for them, it can be great news for you if you start developing a content marketing strategy that aligns and goes with your business goals.
As good as it sounds if you don’t have a marketing strategy in place for your product or service, your level of success will be low.According to Content Marketing Institute research, It is one of the contributing factors that can increases your success with much effort.
A successful content marketing strategy includes
- An understanding of the target audience: A good content strategy include having the right understanding of the audience that will buy your product. An infographic created by Accelerated consulting group will help you to know your audience:
You will answer the questions in the info above and use it to create valuable content for your audience after keeping them in mind.
- Content format: Your content format can be blog posts, e-books, video content, infographics, webinar, mini-courses, Social media content, choose and select wisely.
- Content distribution: Sharing or distribute and navigate your content on social media networks on more than two social media platforms (Facebook, Twitter, Linked In, Pinterest, G+), forums in your niche, etc. Engage with your audience as they comment on your blog posts and on your social media channels and social networks, email marketing, and also through word of mouth without any hassle.
- Measure your results: Track the result of your marketing efforts which will requires using metrics like view and click rates ( pay per click ), comments and responses, leads generated, sales.
It will help you to quickly build awareness for your product, drive traffic to your product website, get visitors to subscribe to your emails and email list so that you can nurture them with relevant content, and convince and please the amount of leads to buy your products and services for longer.
#4 Not doing retargeting
The thing is, not all web visitors that come to your company website will convert. However, you can maximize the opportunity by bringing them back to your website through retargeting. Usually, the goal of retargeting is to bring back them so that at least they can probably convert. It works like this:
A visitor lands on your website or maybe your landing page but never converts. You then add a pixel possible to their browser to follow them with ads around the web until they come back once available to your website to convert.
Retargeting is very effective because:
- 98% of people who visit your website will bounce off before buying process. The buying process has changed and marketer needs to feel and rethink and refocus and get changes in their efforts in order to stay relevant.
- You need 6 to 8 touch points for the calculation of lead generation for sales.
- Two percentage of consumers who visit your website for the first time convert. Retargeting will help you to attract the remaining 98%.
On average, retargeting ads are 76% more likely to be clicked on than a regular old display ad.
The reasons above are why one in five marketers following and have a dedicated budget for retargeting. You can retarget your website audience on Facebook, Linked In, Quora, CRM, setting up Google AdWords, etc.
An example of a Facebook retargeting ad is from Kelley Blue Book, a service that tracks the prices of different old and new vehicles in various conditions. When a visitor clicks on the website, they can visit different pages together to check out cars in different conditions. What they do is to create a retargeting ad on Facebook. Since almost every one day is on Facebook, chances are most of them have Facebook accounts. So, they target them and target the market based on the full pages they visited and serve them ads on their Facebook feeds. Check out an example below:
Above are four misconceptions about lead generation services/lead generation process. Instead of generating and getting leads from one channel, use multiple channels to enhance your conversion, take a chance. Whatever you try, put the most important thing to remember is that in order to generate qualified leads, offering quality content. Optimize your landing page speed and use the a/b test as one options to further increase its conversion. Similar ways create content marketing strategies for your product or service and use retargeting ads to bring back lost visitors.
Are there any other misconceptions about lead generation you are still struggling with? Tell us/leave in the comment section.