How we approach lead generation starts the same way we approach any marketing campaign. We assess your goals and ideal customer profile. After that it’s as easy as 1,2,3…
1. Traffic Generation
In order for lead generation to work you’ll need the right visitors to your website. You could do this through paid ads, social media, SEO or a combination. The how will change from business to business but this is where most agencies stop. They get you traffic and after that your on your own.
2. Conversion Rate Optimisation
Conversion rate optimisation is getting the most out of the traffic you get to your website. Getting the right people to your website in the first place is hard, and expensive! So once they are there, let’s give them what they want instead of telling them what we want them to hear. This way they are far more likely to convert into either a sale or a lead. And you will get more out of your advertising spend!
To do this you’ll need to create bespoke landing pages that do more than just answer the questions your visitors have though. You’ll need to let them interact with you in the way they want, and, you’ll need to offer them multiple ways of doing it. That way you’ll capture customers who are ready to buy right now, and those who are nearly ready to buy. This way two things will happen, you’ll get more leads right now, and you’ll build up a bank of prospects that will be ready to buy in 3 – 6 months time.
Let’s look at a simple example a customer might have when choosing a wedding reception venue. Our customer is browsing venues late at night and finds one he really likes. He’s a typical consumer by today’s standards and as such, he is put off by having to ring the venue in the morning to book a visit. He tells himself he will and makes a mental note, but it doesn’t end up happening. So he continues on in his his search and finds another venue he likes. This venue’s website has an online visit booking system where he can choose a date/time to book his visit there and then. This is highly convenient and since he is a ready to buy customer, he books a visit there and then. This is a great example of basic conversion rate optimisation. But it only worked because he was ready to buy…
What if our customer wasn’t ready to buy? What if this time our venue hunter had just got engaged? She’s excited to start her venue hunt but isn’t ready to visit yet? She has no problem finding venues she loves which gives her confidence that when she is ready to visit, she’ll be able to find them again. But the reality is she never revisits any of the venues websites she found that first day she looked, even the one with the fancy booking system. She couldn’t remember them even if she tried and she moves on none the wiser.
But what if the one with the fancy booking system also had a handy guide called, “The ultimate guide to throwing a wedding your guests will never forget!”. That sounds perfect she thinks and in exchange for her email address she downloads the helpful guide and the venue can now stay in touch with her so that when the time is right she can book a visit. This is how conversion rate optimisation works along with a lead magnet.
3. Lead Nurturing
The final step, lead nurturing, is the process of helping your bank of nearly ready to buy prospects and gently guiding them back to your website when they are ready to buy. You do this by giving your nearly ready to buy visitors a way to interact with you without buying. This is done by giving them something that is high value, ideally something that they might have paid for, but it’s free. In the above example it was the handy guide. This is called a lead magnet and is one of the most powerful tools in marketing. Once they have your lead magnet and you have a way to keep in touch you can then start to build a relationship with that customer. Send them things that will help them and they will come back and convert into a paid customer when they are ready. And they’ll tell their friends how awesome you are to deal with.
This way you build up a bank of nearly ready to buy prospects that you already have a relationship with. Your prospects start to build a really positive impression of your business because you are helping them for free. You’re making their life easier. Instead of losing a prospect, you now have a hot lead.