Most marketers will go to great lengths to score elusive leads. Especially since today’s audience requires their attention to be earned, not bought.
That’s why lead generation strategies have grown so all-encompassing—and sometimes overwhelming, too. With countless moving parts in the average marketing strategy, it can be hard to know where to focus your time to generate quality and quantity leads.
But when you boil it down to the basics, there are a few key practices that will help you move the needle when it comes to lead generation.
Focus on Your Audience
If there’s only one best practice you follow, it should be this one. Every choice you make, from the copy to the design, should keep your target audience in mind. Lead generation is useless if your leads aren’t coming from the audience you want to reach, or if they don’t attract the right people.
If you haven’t done so already, work to create buyer personas to understand what your audience needs and wants. From there, you’ll have a better idea of what might convert them from a casual visitor to a lead.
Encourage Visitors to Take Action
Potential followers are much less likely to take a desired action when they aren’t prompted to do so! This is why it’s helpful to have relevant calls to action (CTAs) scattered throughout your site, as appropriate.
You’ll want to keep your marketing funnel in mind as you consider what call to action to put on each page. Someone needing information will need a different CTA than someone on the verge of a decision. Don’t be afraid to try lead generation forms, pop-up forms, or gated landing pages as needed.
Show Social Proof
In today’s digital world where people connect with brands they’ve never seen in person, it’s more important than ever to establish authority and trust. One key way to do this is with social proof. According to this concept, people are more likely to take actions when other people paved the way, showing them the action is “correct.”
You can add social proof in a variety of ways: linking to your social media; displaying testimonials and quotes; showcasing the logos of brands you work with; or adding case studies, awards, and ratings.
Conduct User Testing
User behavior can be tricky to understand, and site visitors don’t always act in the way you’d expect. If you want to make sure your website creates a good experience, and that your users’ needs are met, you’ll want to do some user testing to get feedback. This kind of testing can offer powerful insight into your target audience’s mindset. It’s a great way to analyze and improve your website, landing pages, and other tools to get leads.
Track Your Analytics
User testing helps, but the real test comes when you measure your analytics over time. Whether you’re seeing an above-average bounce rate or few returning visitors, the data doesn’t lie.
On a regular basis, you should be checking the performance of everything. Your website, blog, social media, landing pages, email campaign, other tools. Analyzing this information can help you set more actionable goals and develop better plans that you can keep track of on a regular basis.
Effective lead generation can make or break a business. That’s why it’s so critical to follow through on these key best practices. The tips above will help you gradually convert more visitors into followers and paying customers—as long as you pair them with the right marketing strategy! Be sure to check out our recent post to understand how to create a strategic plan for your business.