In any given lead generation campaign, there can be a lot of moving parts. It can be difficult to tell which parts of your campaign are working and which need some fine-tuning.
The most successful marketing teams use a formal system to organise and store their leads. That's where lead generation tools and lead generation software come into play.
How much do you know about the people visiting your website? Do you know their names or their email addresses? How about which pages they visited, how they're navigating around, and what they do before and after filling out a lead conversion form?
If you don't know the answers to these questions, chances are you're having a hard time connecting with the people who are visiting your site. These are questions you should be able to answer — and you can with the right lead generation tools.
There are a few different tools and templates out there that'll help you create different lead gen assets to use on your site:
CTA Templates: customisable call-to-action (CTA) templates in PowerPoint that you can use to create clickable CTA buttons to use on your blog, landing pages, and elsewhere on your site.
Lead Generation Software Tools: Both HubSpot and Marketo include lead capture and contact insights features, which will scrape any pre-existing forms you have on your website and add those contacts to your existing contact database. It also lets you create pop-ups, hello bars, or slide-ins — called "lead flows" — that'll help you turn website visitors into leads immediately.
Visitor Tracking: Hotjar has a heatmap tool — a virtual tool which creates a color-coded representation of how a user navigates your site — that helps you understand what users want, care about, and do on your site. It records visitors and tells you where they spend the most time on your site. You can use it to gather information on your lead generation forms, feedback forms and surveys, and more.
Not all your site visitors are ready to talk to your sales team or see a demo of your product. Someone at the beginning of the buyer's journey might be interested in an informational piece like an eBook or a guide, whereas someone who's more familiar with your company and near the bottom of the journey might be more interested in a free trial or demo.
Make sure you're creating offers for each phase and offering CTAs for these offers throughout your site.
Yes, it takes time to create valuable content that teaches and nurtures your leads down the funnel, but if you don't offer anything for visitors who aren't ready to buy, then they may never come back to your website.
If you want to take personalisation a step further — which will help boost your conversion rate — try using smart CTAs. Smart CTAs detect where a person is in the buyer’s journey, whether they're a new visitor, a lead, or a customer, and display CTAs accordingly. Personalised CTAs convert a whopping 42% more visitors than basic calls-to-action.
The highest-converting lead gen campaigns are the ones that deliver on what they promise and create a seamless transition from ad copy and design to the deliverable itself. Make sure that you’re presenting a consistent message throughout the process and providing value to everyone that engages with your lead capture.
The aspects of your lead gen campaign should mirror everything else on your website, on your blog, and within the product that you will eventually try to sell. If not, you’ll have a difficult time getting your lead to the next life-cycle stage. Your campaign should be about more than just obtaining an email address — it should be about developing a new customer.
This may seem obvious to you, but you'd be surprised how many marketers don't create dedicated landing pages for their offers. CTAs are meant to send visitors to a landing page where they can receive a specific offer.
Don't use CTAs to drive people to your homepage, for instance. Even if your CTA is about your brand or product (and perhaps not an offer like a download), you should still be sending them to a targeted landing page that's relevant to what they are looking for and includes an opt-in form. If you have the opportunity to use a CTA, send them to a page that will convert them into a lead.
Remember when we talked about lead scoring? Well, it isn’t exactly doable without your sales team’s input. How will you know what qualifies a lead for sales without knowing if your defined sales qualified leads (SQLs) are sold? Your marketing and sales teams need to be aligned on the definitions and the process of moving a lead from marketing qualified lead (MQL) to SQL to opportunity before you even begin to capture leads.
Also, be open to evolving your relationship with sales and how you guide leads along your funnel. Your definitions will likely need to be refined over time; just make sure to keep everyone involved up-to-date.
While marketers typically think of social media as best for top-of-the-funnel marketing, it can still be a helpful and low-cost source for lead generation as shared in the lead gen strategies above. The key is using social media strategically for lead generation.
Start by adding links directly to the landing pages of high-performing offers within your Facebook, Twitter, LinkedIn, and other social media posts. Tell visitors that you're sending them to a landing page. That way, you're setting expectations.