Who wants more business? New customers? More leads?
Silly question…right? If you are in business, you can always have more business!
Generating more business begins with a new lead. This new lead enters the sales funnel and begins a relationship with you. A new lead is then nurtured through the process until they become a customer.
There are many ways to generate new leads. Some are old school like cold-calling or newspaper advertising. Event marketing is an inimitable way to generate qualified leads if you have the time, talent, budget and can secure an event that attracts your target market. There is nothing like face-to-face interaction!
It’s no secret that the internet dominates everyone’s attention today. Media changed. Habits changed. And lead generation found a new life on the internet too.
Creating an effective online lead generation campaign is no small task. It also takes time, talent and a budget. Someone, somewhere is looking on the internet for a business that does what you do! You have to give them a way to find you. A lead generation campaign is the perfect strategy for putting new leads into your sales funnel.
Let’s take a look at the 9 Essential Elements of a Successful Online Lead Generation Campaign:
- Set a goal. Always “begin with the end in mind” (one of Steven Covey’s 7 Habits of Highly Effective Leaders.) Without a goal you won’t know if your campaign is a success or not. Are you trying to register 50 people for a webinar? Maybe you want to increase your data base by 20%. Or, you want to sell more books on Amazon. Determine what the end goal is so that you can put together the right tactics to get you there.
- Understand your buyer persona. Define who the person is that you want to attract. Think about their age, sex, job type, where they live, what problem they are trying to solve, where else they might go for information, where do they hang out online and what they do in their personal time. Some of these characteristics may be more relevant to your business and less relevant to others. The more you can define exactly who you want to reach, the better your chances of connecting with them. Take a look at your current customers. What common traits do your best customers share? If you don’t know, ask them. If they are your best customers, they will be happy to tell you!
- The bribe. The bribe is your irresistible free offer. It is that one piece of compelling content that motivates the searcher to say “yes” and give up their email address. Your bribe might be an eBook, a white paper, a cheat sheet, a discount coupon, an infographic, a webinar, a free trial…you get the idea. Your offer solves a problem or answers a question they are asking. Your bribe must be so fascinating that the searcher willingly gives you their sacred email address to get it.
- Dedicated landing page. A landing page is another name for a web page. It might be a new page on your website or a squeeze page with its own unique URL. The landing page contains a catchy heading, a description of the bribe, an image or representation of the bribe. It also contains an opt-in box where the user can submit an email address. Ask only for the information you truly need. The more information you request, the less likely you are to get the email address. You need the email address, of course. A first name is nice for personalization. Carefully consider before asking for more information. Statistically, the response declines exponentially by the amount you of information you require to obtain the bribe.
- Social pages. Your social media pages are your broadcast platforms. If your market hangs out on Facebook, promote your offer on Facebook. If they are more into Instagram, put it there. Are the members of a LinkedIn Group? Promote it there. You get the idea!
- Call-to-Action buttons (CTA). A CTA is a cleverly-crafted graphic that promotes your bribe on your own website (or that of a strategic partner). Place them on pages that might be relevant to your offer. If you are blogging regularly…and you should be…place them alongside or at the bottom of your blog. CTAs are perfect for keeping people on your website and persuading them to opt-in to your offer.
- Email marketing system. Once someone opts-in to your bribe by using their email address, you now have them in your data base. Use that email address to send them a thank-you note and to deliver the offer. Create follow-up emails with additional information or offers relevant to the initial bribe. Use email marketing to nurture the relationship and move the user through the sales funnel.
- Analytics. You had a goal. How did you do? Did you increase traffic? Where did it come from? Are your opt-in results satisfactory? You can’t manage what you don’t measure. Analytics are absolutely essential. Track your results. Tweak your campaign, if necessary. Measure again.
- Marketing automation. By now you can see that a successful online lead generation campaign is best managed by software that automates the process. Once the user opts-in on your landing page, their email address triggers a series of email events that are pre-set based on the offer and your buyer persona. You can put together one of your own using basic tools like Constant Contact, MailChimp or go all-in with a company like HubSpot or Infusionsoft that combines your landing pages, email marketing and social integration into your website.
Sounds easy…right? That’s because it is!
You have social media pages…right? An email marketing system? A compelling bribe? All you have to do is take the time to put it all together and create a campaign.
Acquiring new business is something every business owner strives for. But, if you don’t have the time, know-how or experience to create an online lead generation campaign, it’s time to work with a professional.
At Next Stage Marketing, we do this every day. We can help you with every phase of your campaign. Contact us for a free analysis of your website and find out how we can put together a unique campaign for your business.
Customers are looking for you online. Are they finding you, or your competition?