When it comes to lead generation marketing, this is the fact: Traffic that doesn’t convert is overhead.
This sounds like a big problem – leads who come to your site, look around, and never come back are eating your resources.
But it’s also an opportunity: You can make more money without spending more.
You don’t need more traffic. You don’t need more advertising. You need more conversions.
And conversion rate – the percentage of Web visitors who call your business or fill out a contact form on your site – is something you have immense control over. With small, inexpensive tweaks, you can raise your conversion rate overnight.
Let’s look at five quick, powerful ways to energize your lead generation marketing:
1) Have a Mobile-Friendly Website
If you do nothing else, make sure your website is ready for mobile. Why? More searches take place on mobile than on desktop computers – and that’s been true for at least a year. About 68% of Americans own a smartphone that can access your site, so odds are good your customers are doing it. Plus, Google made mobile compatibility a search factor in April, 2015: Just updating your site for mobile will help improve your organic search traffic.
2) Have a Unique Landing Page for Every Campaign
You don’t want to spend more on advertising, but that doesn’t mean you can’t make existing campaigns better. The first thing leads do after they click an ad is orient themselves – make sure they’ve reached the right place. For that, you need landing pages. To minimize user confusion, the colors, graphics, and text style of each lander should clearly mimic the ad that leads to it.
Having a custom lander for each ad group sounds like a lot of work, but it’s worth it. Businesses with more than 40 landing pages generated 12x more leads than those with five or fewer. Plus, it gives you the opportunity to use split testing and analytics to get a clearer idea what approach connects with your prospects best. That helps you tailor your Web content and social strategy.
3) Have a Clear Call to Action
What’s the most important text on your website? Answer: The headlines and call to action – because those are the parts of a page people are most likely to read. Most readers view about 60% of page text, skimming headlines as they go. They tune in again when they come across the call to action. In fact, 90% of viewers who read your headline will also read your CTA, even if they skip the whole page.
What makes a call to action “clear” – and therefore effective?
- Most importantly, the CTA has to tell the user exactly what you want him or her to do.
- Second, it must be action-oriented – using a verb like get, download, or even enjoy.
- Third, it should focus on the benefits the user stands to gain by taking the action.
- Finally, it should be a nice, enticing button … not just ordinary linked text
What’s the worst call to action on the ‘net? “Click here.” In one trial, shifting the CTA from “Start Your Free 30 Day Trial” to “Start My Free 30 Day Trial” increased click-through rate by 90%.
4) Have a Way to Capture Lead Information for Remarketing
70% of Americans shop online regularly, but that doesn’t mean they’re all prepared to buy from you. 81% of buyers conduct online research before making a decision. Bottom line: Even a simple purchase can take days or even weeks. With that in mind, it’s crucial to capture lead information for remarketing – using target ads to entice these potential customers back to your site when they’re ready for it.
Google, YouTube, and plenty of other large online platforms come with remarketing capabilities. To take advantage of them, though, you need a baseline of personal information to work with. That’s why it’s essential to capture leads’ email addresses: Keep opt-in forms simple, provide a compelling offer for subscribers, and consider using exit-intent pop-ups. They can double your conversion rates.
5) Focus on a Niche Audience With Common Pain Points
Focusing on a small niche has big benefits. Not only are prospects in a small niche likely to be more enthusiastic to buy, they’ll also be more motivated to seek out and engage with content made for them. Luckily, there are many ways to find your niche – starting with basic keyword research.
The keywords drawing users to your site tell you a huge amount about them:
- How knowledgeable they are – “improve website” versus “conversion optimization.”
- What specific interests they have in a general topic – “sharpei puppies” versus “dogs.”
- What their problems are – look for any fully-formed question used as a search term.
- Brand loyalty – whether they’re looking for specific products or general solutions.
The more precise your niche, the easier it will be to develop products, content, and marketing copy that compel them to take the action you want. This gives you the power to grow your business into adjacent niches simply by figuring out the key questions a given audience has, answering them, and building a new product offering around them.