How many websites do you review every other day? Do you purchase services from all of them? Probably not! The reason why some sites succeed in converting audience while others don’t is because of successful lead conversion tactics employed by the former.
You are likely to be surprised about what lead generation tactics are more effective in ensuring conversions.
According to Search Engine Journal, organic lead generation strategies, including SEO, have a conversion rate of 14.6 percent compared to outbound efforts like print or email campaigns which reap a conversion of 1.7 percent.
The first thought that likely popped into your head is, “Oh, okay, I’ll start a blog, and all of my visitors will convert, right?”
Well, this is an erroneous assumption. Blogging is an integral part of SEO, but there are various other tactics you must implement. The good news for you is that I am one of the many souls out there who can help you in creating a holistic outbound strategy for optimum conversions.
The Recipe of Lead Conversion:
Here are six lead generation strategies that will help you in creating the perfect concoction of authenticity, credibility and trustworthiness – three traits that govern whether your organic efforts are successful or not.
Know your audience
Before we begin talking about all the different lead generation tips, it is first important to decide who you are going to implement these tips on! Your understanding of your audience, and hence proper targeting can make or break your conversion rates.
Think of it this way. Let’s say you have a dedicated blog on your plumbing website, which is targeted at men trying to do certain menial plumbing tasks on their own in their home. However, when you examine analytics, it turns out that women are the ones who book plumbing service providers for homes!
It means that your blog was targeted towards the wrong audience – someone who may not be the decision-maker in this equation.
Just like this, a lack of understanding of your target audience and make all your efforts futile. Therefore, to capture leads, you need to know your leads first. You must know their:
- Demographics (gender, age, and employment status)
- Geographic (country, region, state, address and location)
- Socio-Economic (Social class, education, income)
- Psychographic (Opinions, interests, attitudes, lifestyle)
Once you know your target audience, you can then create content that is best aligned with their needs and wants. You can also provide incentives that are best likely to work on them.
For instance, Bed Bath & Beyond incentivizes lead generation by offering a discount to first-time sign-ups to their newsletter.
An Active Blog
I am certain that everyone is well-versed in this tactic – blogging. In 2020, running a successful blog is no easy feat. Instead, it has become quite competitive.
Why? Well, to put things into perspective, according to Statista, in the US alone, there were over 31 million bloggers in 2020! Additionally, Hosting Tribunal reports that out of the 1.7 billion websites active on the internet, over 500 million of them are blogs.
Therefore, merely creating a blog doesn’t ensure lead conversion. Yet, the lead generation marketing tactic continues to be crucial because, as per WordPress, over 409 million people read over 20 billion blogs every month.
How do you make sure that your blog stands out? Here is how the initial lead generation process works for a blog:
- Conduct thorough keyword research and contextually optimize your content for high-performing keywords.
- Update your blog at least once a week.
- Refresh old content with new statistics to keep on leveraging their relevance.
- Share your content on your social media platforms to improve your reach.
- Create a link between your services and your blog.
Unbounce, QuickSprout and Moz.com are the living examples of an active blog that you can take inspiration from.
Such conversion strategies are particularly important for digital agencies. This is because having a sound online presence via an active blog allows your website to become your own portfolio. You can exemplify what you can do for your customers by illustrating how you adopt the best practices.
While some people prefer skimming an infographic, others wish to delve into the details via long-form content. You will also find visitors who want to listen to an abridged version of it all via a video. A website that caters to all such needs is likely to improve its conversion rates.
This is especially important for creative and digital marketing service providers.
One of the few reasons why potential clients reject proposal is when they see companies not implementing the tactic on their own website what they are trying to sell to others.
Obviously, there can be many reasons why a company is not making video content for their own website when they do offer video content for clients but look at this matter from the client’s perspective.
So if a client receives three proposals and all claims that they will create interactive infographics and videos for the client’s website, but only one of those three companies are actually working on videos and interactive infographics for their own website. Chances are the client will give an advantage to that proposal over others due to obvious reasons.
Distilled can be a perfect example here as they make a lot of their content in videos, infographics and multiple other mediums. When a client sees you doing what you are committing in the proposal, it makes more value and sense in the eye of a client.
The most important challenge for a service provider website is that you shouldn’t push your service, as such promotional tactics are often met with skepticism.
Instead, you must use your content to engage your targeted audience, educate them on the subject and finally encourage them to convert into leads and sales for the business.
For those of you who operate in the B2B sector, an excellent lead conversion tactic that finds the perfect balance between generating awareness among the target audience and selling your service is developing white papers.
According to Equinet Media, 71 percent of buyers of B2B products and services use white papers during their research process.
Here is how you can write an impeccable white paper:
- Pick a topic that you have expertise on and which aligns with your services.
- Ensure that your topic fills a prevalent content gap to boost interest and readership.
- Define the aptitude of your target audience to decide on a relevant tone.
- Write a captivating introduction and an impactful conclusion.
- Pack as much value in the content as possible.
How does a white paper help during the lead conversion process?
Well, it can come in handy across the consumer buying journey. Even when the need for your service is latent, awareness of your service as a credible resource is likely to boost your brand’s recall. During the research process, white papers can act as a sign of your expertise, further improving your chance of being selected as the service provider.
Also, make sure to organize your white papers well. They need to be easy to find. Here is how Marketo impeccably organizes its white papers.
According to Strategic Factory, businesses that use customer testimonials tend to experience 62 percent more revenue than those who don’t.
Having testimonials help potential visitors in considering you credible enough to be invested in, and your chances of getting hired by that business increase exponentially.
If your portfolio is big enough, create a dedicated customer testimonial page like ZenDesk.
Leverage this opportunity by creating an aesthetically pleasing page to exhibit your commitment to quality. This will show your site visitors who your customers are and why they are happy with your services.
However, while you are at it, make a point of adding only those customer testimonials with whom you have a solid relationship. They must not be easy to poach by others. Trust me, I am speaking from experience. During the initial days of my company, testimonials began hurting my business since other companies started contacting my clients and offer them cheaper services!
Again, this is an educational material that not only educates potential lead more about the process and hidden opportunities, but it also gives them an idea about the level of expertise you possess. And contrary to popular belief, this medium is quite popular. According to Statista, in 2018, 34 percent of 18 to 29-year-olds read at least one ebook every year.
Rather than merely having an ebook on your website, try to have an advanced level ebook free to download so that potential leads can learn and get a clear idea of your expert level. It also allows you to cater to those who prefer long-form content without you making your actual website too wordy.
For instance, see the sheer number of eBooks found on Search Engine Journal.
There is no video, infographic or long-form blog that could have done justice to the topic in the same manners as such eBooks do.
To be honest, there are various ways to improve your conversions. By mentioning those that are tried and tested by me, I am only passing what I know best. I am certain that each of these tips will help in converting your site visitors into customers and subscribers.
If they do, make sure to revisit my blog and let me know!