Lead generation might sound a little fuzzy to the average business owner. Let’s face it - it’s a new phrase and everyone seems to have a slightly different variation of what it means. So to clear out all the gobbledygook and get down to the facts we are going to open up our internet marketing vault and share 4 key lead generation techniques, we call the 4 horseman.
What Are the 4 Horsemen of Lead Generation Techniques?
These are not mystical or hard to comprehend. In fact they are simple and very tangible. We urge you to learn what these 4 lead generation techniques are and then implement them into your own website.
1. Create Mouthwatering Offers
Have you ever shopped online or in a magazine and absolutely drooled over a product? Maybe the iPhone 5s? We don’t blame you, we drool too. That same feeling you get when you see those irresistible iPhones, shoes, golf clubs, and cars is exactly what we want your customers to feel when they see or read about your offers. How can you get your customers to start salivating at the very sight of your products? Make your offer sound scarce, exclusive, or in high demand. This will make your product much more desirable.
Stuck on the idea of an offer, and what exactly it is? Here are a few examples to get your gears rolling: whitepapers, free trials, memberships, sales promotions, or downloads are all types of lead generation techniques called "offers." These offers should be free to download. Remember, you want your customers to trust you, so give them something valuable and that they can actually use. This generally eases their doubts and concerns about products or services that have a price tag.
2. Calls-to-action that Pop off the Page!
This is your element of persuasion. Calls-to-action (CTAs) are the secret sauce to getting more people to click through to landing pages and convert into leads. What good is an offer if you have no way of getting the word out? How will people on your website know how to get an offer?
Common & Effective Calls-to-Action:
Clickable images, buttons, email, social media, direct mail and pretty much anywhere you can market your offer.
3. Landing Pages that Bring Leads to Your Doorstep
If you're looking for something tangible and you like to hear amazing stats that blow your socks off, take a look at this landing page stat:
According to MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies.
Now that’s a stat you can’t deny. When it comes to lead generation techniques landing pages can bring your customers to their final decision on whether to buy or not to buy. The sole purpose of this page is to convert your leads. A landing page is free of distractions, and offers information about one offer at a time. This structure creates an environment that can help you capture leads at a much higher rate. Business owners listen up: a contact us page is not the same as the landing page we are talking about. A landing page is often not found in the navigation menu of your site, and can only be accessed via a button or link. Use these wisely and often. After you have at least 15 landing pages you may get a surprise boost in leads!
4. Forms that Wow
Forms on a website are often a second thought for website designers, but we recommend giving more attention to these and you will reap the rewards. Here are few tips for your forms:
The fewer fields you have in a form, the better. An average form has three fields, and each additional field acts as friction between the customer and your offer. So keep it simple and only add additional fields for ebooks and offers that are more detailed and would attract customers who are more likely to buy.
Lastly, ditch the submit button! “Submit” is over played and not convincing enough. Try to include buttons that actually include the offer. For example: “Get Your Brochure Kit.”
Do you have all four of these lead generation techniques up and running? Or are you slacking? The first step for your internet marketing strategy is to have at least 3 of each of these running on your site. Fifteen landing pages would be great to have today, but we know this takes time, so start small and work your way up.