Effective lead generation is one of the most critical needs within the industry of public relations and marketing. Customers are no longer willing to just buy a product from a random brand with no information about their background, charitable programs or their vested interests. The result of this increased brand consciousness and the new trends of digital marketing in the industry is that traditional lead generation ideas and strategies no longer compel buyers or customers to make a purchase anymore.
If you have a target market segment that you want to focus on and utilize lead generation strategies then one of the best platforms to do so might be HubSpot. It allows you to combine digital marketing strategies and other analytics tools to convert every visitor to your page into a customer or a buyer.
The strategies to do this need to be tailor-fit to suit your business or brand. Otherwise, your lead generation operation might be bound for failure. To know about effective strategies and need to know ideas regarding lead generation through HubSpot, read this guide.
Content is King
In the world of digital marketing and lead generation through an online platform, content is simply the king of all necessities in your campaign. Your content cannot simply be descriptive of detail-oriented regarding your projects and your products and services.
It needs to be geared towards the chosen market segment in your business model and changed in subtle ways to become extremely attractive towards a certain segment of visitors. While this strategy does not target every visitor, it is very effective if you conduct your market research correctly and identify the potential group of visitors most likely to indulge in your products and services.
Some brands also indulge in a maximum efficiency strategy for their marketing content. This strategy is all about cramming multiple strategies into an overall campaign with maximum efficiency so that the campaign can target all the visitors who traverse your marketing content on various platforms.
The secret to the success of such a strategy can be explained if you analyse the needs of a brand. For example, a medicine business has a myriad of customers from various segments such as skin patients, cancer patients, diabetes patients or rare diseases. A local outlet of the business, however, will be governed by certain environmental needs such as the demand for certain segments of medicine. Depending on the demand for skin medicines they can stock up on that and focus their marketing attempts on that more than the rest of the diseases and their medicines.
In this way, the marketing needs of the business is fulfilled to maximum efficiency and it has the advantage of catering to every potential buyer or customer. To know more about how to further perfect your marketing strategy read on to identify the main components your marketing officers should be focusing on.
Top 4 focal points for your lead generation strategies
The reason why we highlighted the priority of good content generation before delving into lead generation strategies is because of the fact that businesses utilising the content strategies mentioned above are having a 65% higher lead generation statistics than those who still haven’t hopped onto the customised and brand-oriented content train.
Engaging and attractive content is created through a layer of filtering and processing including the tools of analytics such as traffic generating processes like SEO, SEM, PPC and Google Analytics/ Ahrefs. Here, a compiled list has been generated to highlight the top 4 focal points that your marketing campaign should be focused on.
1. Capturing the interest of your visitors.
In order to convert a visitor into a client who keeps visiting your page time and again, you need to obtain a certain amount of personal information about the client that they might not be willing/ interested to provide. Most of you have observed signs asking for email addresses for coupons and extra discounts.
But these signs are often ignored or disliked by visitors due to the tendency of certain businesses who spam the email address with unnecessary details that the customer doesn’t want or need.
To capture and keep the interest of your leads/ potential customers, businesses now need to do some smart information gathering that allows them to analyse shopping trends and demographic details of the lead and come up with insights that best suit the needs of the customer. In order to make the lead/ potential buyer think about having extra benefits from shopping with certain brands, marketing techniques such as lead magnets may be utilised. This has been described in the next section.
2. Lead Magnets as a marketing tool
In order to obtain the results that we discussed in the previous section, brands/ businesses need to successfully bridge the gap between potential customers and loyal buyers who return to your website or business platform regularly. Lead magnets are the perfect tool that can help you bridge the gap and prevent a customer from losing interest in your brand and never returning to it.
To understand lead magnets you need to realise the need to provide value for your potential customers in return for their personal information. To do that, the best approach is to offer free products or training videos, ebooks or even bonuses on first purchase that will be offered to the customers if they provide the brand or business with their contact information. The goal is to convince the client that they are benefitting a lot in exchange for the information they are sharing with you.
Statistics show that this strategy is able to retain 89% of visitors to your website or business portal which is great in terms of lead capture and retention of potential buyers. The next section discusses some alternatives aimed at lead generation.
3. Landing Page Conversion Techniques
A big asset to the business is when you are trying your best to convert the visitors into a potential lead for landing pages. That can be any of the pages on which someone lands after clicking on one of the links or advertisements or various other marketing elements. Normally the landing pages are created for the sole purpose of a single marketing campaign and thus conversion rates for such campaigns matter a lot.
You can find a lot of help and tips from the HubSpot blogs that already exist on the various landing pages. The Landing pages both serve the purpose of warming up a potential client and also the capturing of a lead. Both of the steps are equally important before moving with a customer down the line of sales.
There are effectively two types of landing pages. Lead generation-specific landing pages which are used to grab a user or a company’s various information with an exchange for something in return. The other type or clickthrough pages are specifically used to attract the visitors towards a specific product or a particular service which you are aiming to sell.
The main goal is to give your client ample information so that the person becomes interested and makes a purchase. The landing pages should not overwhelm the users with unnecessary information but only provide the data which is relevant to them.
You should cut down on any other information which is not essential for the campaign and include a simple form or call-to-action link fo them to use. For example that if you say that there is 40% on an item when you click on that go to a landing page, then you should essentially show in the beginning only that there is a 40% off and you should stick to it.
If you want to give other offers, then you should give them after the landing page offer and not before.You should make your add source call-to-action as the headline on your landing page. Also, you should use a similar colour and images which you use in you add should also be used on the landing page to some extent so that people can find a similarity with it.
4. Lead Scoring
Lead scoring is an automated marketing software which helps you to prioritize your leads according to their various levels of engagement. The point-based system to determine the most important leads and prioritization helps to improve the business and generate more revenue and be very beneficial for the company. It is hence a crucial part in marketing strategies.
Thus an effective lead generation helps to drastically improve and prioritize your business and capture the market effectively and utilise it to your advantage. The various techniques like capturing the interest of your client to attracting your important leads and leading them to your landing pages and ultimately converting potential clients into actual clients.
Lead scoring is also another effective software which helps to organise and manage the various leads and you can tend to them according to their priority and importance.