Before we go into the strategies that can be used to grow your company, let’s ensure we are on the same page regarding terminology.
A lead is someone who has shown interest in your company in some way. You can consider anyone who has given you their contact information (to register for your newsletter, download a guide, or attend a webinar) as a lead. This person has already visited your website and allowed you to contact them (usually by email but sometimes over the phone) so they are now part of your sales funnel.
Lead generation, also known as “lead generation”, is simply the act of filling your sales pipeline with people who are interested. Any tactic that allows someone to consent to you contacting them or remarketing to them is lead generation.
Let’s take, for example, the role of digital marketer in-house at a company that builds backyard patios. A PDF guide for deck maintenance is a great way to generate leads. This content acts as a lead generation tool because the people who wish to read it must submit their contact information. It’s an easy way to help others while also filling your funnel full of leads.
Did you get it? Great. Let’s now shift from contracting firms to startups to talk about seven lead generation strategies that you can use in order to fill your funnel full of potential customers.
Test for success in lead generation
Make a popup of the opt-in box from the sidebar. Forcing users to make a choice. Are you willing to do this? It is easier to say no when there is no other option. Saying no is the same as saying no.
Split-test even if you think it’s not necessary. Sometimes results will be contradictory, which is why testing is so important. For example, in this test you might believe that the use of “my”, “your” would have no effect.
You should also test for immediacy, concreteness and images. Split-test your headline, button copy, background image, and buttons. You might be surprised by the results, but it will help you make better and more informed optimizations.
Landing pages convert more
There is a lot of room to improve your conversion rates, even if you aren’t one of the top advertisers. The top 10% of landing page conversion rates are 3x-5x higher than the average. How does this happen?
Giving better offers is one creative approach. This is more meaningful than the usual optimizations, such as changing button color or font type or spacing.
Each software company offers a free trial. Every plastic surgeon offers a complimentary consultation. What can you offer that is distinctive, compelling, and provides real value for the visitor?
You should consider changing your offer if your conversion rates are below 2%. You will only see small improvements. On average, the top 25% of advertisers achieve a conversion rate of 5.31% and the top 10% average over 11%! There is a lot of potential for growth.
Another tactic to increase conversions is remarketing
Remarketing allows you to tag website visitors and get in front of them while they browse the internet, checking their email and searching Google.
This helps convert abandoners to leads. That’s huge considering 97% of people leave landing pages without converting. Remarketing increases the impact of all your startup marketing activities, including content marketing and social media marketing. By putting you back in front of your target audience.
Google Display Network remarketing gives you 92% reach across the U.S. on millions of websites, videos and devices. Remarketing ads fatigue occurs at about half the rate as regular ads. So be aggressive! Get started with our Remarketing Cheat sheet.