In the old world of information scarcity, the concept of “lead generation” meant marketing found the names of potential buyers and passed them to sales. Buyers expected that they would have to talk to sales and sales expected to speak to uneducated early stage buyers that may not yet be qualified. This has all changed. Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person. So businesses must make sure that they build their digital presence.
It's tough to figure out if your lead generation strategy is working if you aren't looking at industry data. That's why we partnered with Qualtrics to survey more than 900 marketers from all different industries in North America and Europe to create a demand generation report with data on website visitors, leads, opportunities, customers, and revenue.
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Did you know that 74% of companies that weren’t exceeding revenue goals didn't know their visitor, lead, MQL, or sales opportunities numbers? How about that over 70% of companies not achieving their revenue goals generate fewer than 100 leads per month, and only 5% generate more than 2,500 leads per month? These are just a few examples of what you’ll find in the report.
Odds are that about half of your visitors will never return to your site if you do not adequately capture some bit of information from them. A working email address is the best thing a marketer can ask for here, but visitors are not always willing to give this kind of personal information up. Call-to-action buttons like "Sign up here" have practically become synonymous with "We are going to spam you," which is why marketers need to find new ways to obtain this information.
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Let's say you take an online survey to learn more about how to take care of your car. A day or so later, you receive an email from the auto company that created the survey about how they could help you take care of your car. This process would be far less intrusive than if they'd just called you out of the blue with no knowledge of whether you even care about car maintenance, right? This is what it's like to be a lead.
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Another huge asset to your business when trying to convert visitors into leads are landing pages. This can be any page that someone lands on after clicking on an advertisement or other online marketing elements. It is also important to note that landing pages exist separately from your company's website, and typically are used as a tool for a single marketing campaign.
Send an email newsletter. An email newsletter is kind of like a more detailed social media post or a more exciting press release. Incorporate pictures, stats, quotes, and ideally try to have more than one person speaking or lending quotes to the newsletter. Include links to your site and your social media sites. Also, make some sort of call to action: take our survey, use this coupon, follow our Facebook page, etc.
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3. Video How To’s – If you are a subject matter expert or just passionate about your business industry, you can pop in front of a camera to record tips and best practices. This can then be pushed out through your online channels to capture potential leads. This, in particular, is a great lead generation tactic used by business owners banking on video’s popularity and media consumption.
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Give potential web leads something to do. When someone does arrive at your page via your SEM efforts, they should have some clear options of what to do. Make it easy for them to leave their contact information or purchase your product or service through ecommerce. Your web content management system might already have an ecommerce plugin or application, such as WordPress’ MarketPress, or you can add ecommerce capabilities through a third-party provider, such as PayPal.
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B2B (Business-to-Business) is the occurrence of the transaction is between a business entity to another business entity. It is a process acquiring new leads for your business. Also, collecting potential customers information about qualified prospects including their contact details like name, age, gender, company name, URL, job title and location etc; which can be done via email marketing, cold calls, Google ads or events to generate quality leads.
So when people are finally on your website, it is imperative to place the right kind of call to actions that get you the potential customers or clients. If you are looking for ways to generate leads that actually provide conversion rate optimization, you have landed at the right place! We have articulated 7 best ways to generate better business leads through your website. Read on to know which ones you can implement for your website;
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Lead nurturing is the process of continuously contacting the potential buyer to update information and to improve the knowledge of the customer throughout the buying process. All lead information tends to change or become obsolete as time passes. To keep the information up to date, the Lead Manager needs to continuously contact the leads' contact to update the information, to deepen the information in a are often grouped into segments to the level of qualification present within an organization.