So, how can you turn these numbers around? By boosting your lead generation efforts and paying attention to every step of your audience\u2019s purchasing journey, from the moment they click on a call-to-action. Unfortunately, lead capture isn\u2019t as easy as having one big \u201cBuy Now\u201d button on your landing page and then sitting back for the clients to come rushing in.<\/p>\n
In 2020, lead generation is more sophisticated than that, so here are seven tactics that can help you optimize your website<\/a>.<\/p>\n Unless you\u2019re a big company that no longer needs awareness, most of your website visitors will be top-of-the-funnel leads. Top-of-the-funnel marketing is the first stage of your customer\u2019s journey, where they\u2019re not typing in company or product names yet, and they\u2019re not ready to make a purchase.<\/p>\n Instead, they\u2019re looking to find solutions to a specific problem. At this stage, you don\u2019t want to flood your visitors with aggressive commercial content because it\u2019s quite possible for it to miss the mark. After all, they don\u2019t have the base knowledge yet. What you should do is try to add value and help these visitors with high quality, informative, insightful content.<\/p>\n While you may not be selling a product directly, you are engaging the audience and positioning yourself as an authority and nurturing these leads for when they\u2019re ready to make a purchase later on.<\/p>\n At this stage, you shouldn\u2019t be asking your visitors for too much. Because at this phase, they generally tend to fear and avoid commitment. Ask for minimum details \u2013 a name and email address would be enough. Then, using channels such as email newsletters<\/a> or social media, offer them valuable piece of contents<\/a> such as:<\/p>\n Even if you\u2019re offering this content for free, don\u2019t neglect quality. Your information should be insightful and valuable enough so that these first leads don\u2019t regret giving you their emails.<\/p>\n Once a website visitor has given you their email address, and you have them in your database, they\u2019re no longer top-of-the-funnel. They have moved on to the second stage, middle of the funnel. At this stage, they already have some general knowledge of the industry, they know what kind of product\/service could solve their problem, but they\u2019re still not sure which seller is the best.<\/p>\n Middle-of-the-funnel leads don\u2019t feel comfortable discussing prices or aren\u2019t committed yet. However, they\u2019re more open towards sharing extra information with you, which is why you should optimize your landing page<\/a> accordingly. For these visitors, you can create more detailed forms requesting data such as company name, location, number of employees, job title, and industry.<\/p>\n Then, based on their data, you can send them relevant content that can push them towards the next part of their purchasing journey. There are many ideas to work with here: comparisons, product demos, rundowns of industry-specific challenges, reports, and so on.<\/p>\n For example, one way that SEO agencies capture leads at this stage is by asking them to send their website URL and their email address and then send them a sample site audit report<\/a> of their on-page optimization<\/a> and off-page SEO<\/a> performance. This way, visitors can get a taste of what the SEO company can do. Similarly, an insurance company can offer a calculator to suggest ways to save on insurance.<\/p>\n At this final stage of the purchasing journey, visitors are aware of their pain points, know what product\/service would help them, how much they\u2019re willing to pay, and have even shortlisted a few sellers. What they need is that final push to sway them in your direction, the final proof that you\u2019re their best option, and they should choose you over one of your competitors.<\/p>\n Here are a few ways you can do that:<\/p>\n Another interesting tactic to capture leads approaching the end of their purchasing journey is to offer them an unbeatable deal instead of a free trial, such as paying only $1 for a full month of service. While that may sound counter-intuitive and make you feel like you\u2019re wasting money, you\u2019re actually gaining money and customers in the long run. You\u2019re also separating serious leads from the ones that would download a free trial and never end up using it.<\/p>\n A similar lead capturing approach you can see at Ahrefs<\/a>, where they allow you to try their digital marketing tool<\/a> for seven days at 7 USD.<\/p>\n Under the right conditions,\u00a0multi-step forms<\/a> can help you generate more leads\u00a0and boost conversions.<\/p>\n What are they, exactly? Multi-step forms are online forms that you can add to your website, and as the name suggests, they are broken into multiple pieces. For example, the first step requires them to input their name and email, the second their company and job title, the third their location, and so on. One big form with 20 fields to fill may look intimidating, and users who see all the fields at once may get tempted to leave the site. But, if the form is broken down into bite-sized chunks, they\u2019re more likely to have a positive user experience.<\/p>\n These forms aren\u2019t typically used for top-of-the-funnel leads, who only need to send basic information such as their names and emails. However, they can be an invaluable tool for middle and bottom-of-the-funnel leads, who need to send more detailed information.<\/p>\n One study showed that converting single-step forms into multi-step ones can increase conversions by 59.2 percent<\/a>. Here\u2019s why:<\/p>\n In addition, multi-step forms help you determine a user\u2019s level of commitment.<\/p>\n Not sure which type of form<\/a> is right for you? Test! This way, you\u2019ll know which form works best and where, and make informed decisions for your marketing strategy.<\/p>\n If you haven\u2019t used product videos to generate leads until now, here are some\u00a0statistics\u00a0that may change your mind:<\/p>\n In addition to these marketing-related numbers, you should also know that videos are experiencing a huge surge in popularity right now. The average internet users spent nearly seven hours watching videos online every week, and Millennials, in particular, are more likely to watch videos online than on TV.\u00a0Cisco estimates\u00a0that 82 percent of all global web traffic will come from videos<\/a> by 2022, so you can\u2019t neglect this medium.<\/p>\n Although text content continues to be valuable, video landing pages can be more user-friendly and make complex products easier to understand. Which would you rather do: read 1000 words describing product features or watch a snappy 3-minute video about it?<\/p>\n Another awesome thing about video content is that it\u2019s super versatile. Whether you work in a \u201cboring\u201d industry, such as finance or manufacturing, and you\u2019re trying to make your content more engaging, or the complete opposite, you have an exciting product and words don\u2019t do justice, videos can help you capture more leads.<\/p>\n In the real world, a sales assistant greets you when you enter a store. And if you haven\u2019t made up your mind yet, they ask what you need, show you several products, and answer your questions.<\/p>\n Fortunately, technology now allows you to replicate that experience and offer your online visitors something similar via live chat features. Depending on your needs and budget, it\u2019s up to you if you want to have a real person or an AI-based chatbot at the end of the line but, no matter the case, live chat can help you generate leads:<\/p>\n However, if you do use live chat on a landing page, make sure you do it right. For best results, the chatbox should pop after a few seconds, when the user has had the time to look over the page. Otherwise, they\u2019ll close it to finish reading. Also, replace the default greeting with a custom and interesting one to start the conversation.<\/p>\n Modern customers are overwhelmed by marketing messages where they learn to filter out the ones that aren\u2019t relevant or don\u2019t say anything new. This is where personalization comes in.<\/p>\n Personalizing your landing pages and marketing messages help you stand out and make your audience pay more attention. It shows that you\u2019re willing to go the extra mile, that you took an effort, and that you don\u2019t treat all your clients in the same generic way.<\/p>\n For example, a\u00a0HubSpot study\u00a0found that personalized call-to-actions<\/a> perform 202 percent better than basic ones and have conversion rates up to 45 percent higher. Personalized CTAs give leads the feeling that the content or offer was created just for them, that their experience is valued, and that the service you\u2019re offering is relevant. Even something as simple as including the lead\u2019s name in your communication can go a long way and, the more you get to know your leads, the more you can appeal to their likes and interests and set the ground for valuable interactions.<\/p>\n Wrapping Up<\/strong><\/p>\n There are a lot of fancy tools out there for the lead generation<\/a>. Always use tools for the right automation and purpose. Oftentimes, high quality leads convert very quickly with the right sales pitch. So, be patient and work consistently on these tactics to capture quality leads and instill engagement.<\/p>\n Becoming a profitable, successful brand requires a lot of focus and time. Businesses need to get rid of the comfort zone to achieve the best results, especially when it comes to building a lead generation set-up for the website. When these lead capturing techniques will remain in demand, there will be more new ideas coming always. So, never settle down and keep brainstorming ways to capture qualified leads for your business.<\/p>\n About the Author<\/strong><\/p>\n Shahid Shahmiri is a digital marketer at LeadGen App \u2013 LeadGen App helps businesses and marketers to capture more leads and data with effective online forms. Shahid is accountable for analyzing marketing and growth, customer success, and dealing with all promotional and media channels.<\/em><\/p>\n An advanced All-in-One Digital Marketing Course.<\/strong><\/p>\n Mentored by Mr. Soumya Roy, the Founder, CEO of PromozSEO Web Marketing Academy.<\/p>\nOffer Quality Content to Visitors Who Need Help<\/h2>\n
![\"offer](\"https:\/\/www.promozseo.com\/blog\/wp-content\/uploads\/2020\/04\/offer-quality-content-to-customers.jpg\" "\\"Offer")
<\/p>\n\n
Create Comparisons and Personalized Product Demos<\/h2>\n
Produce Bottom-of-the-Funnel Content<\/h2>\n
![\"bottom](\"https:\/\/www.promozseo.com\/blog\/wp-content\/uploads\/2020\/04\/bottom-of-the-funnel.jpg\" "\\"Bottom")
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Use Multi-Step Forms<\/h2>\n
![\"multi-step](\"https:\/\/www.promozseo.com\/blog\/wp-content\/uploads\/2020\/04\/multi-step-form.jpg\" "\\"Multi-step")
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Make Use of Product Videos<\/h2>\n
![\"product](\"https:\/\/www.promozseo.com\/blog\/wp-content\/uploads\/2020\/04\/product-videos.jpg\" "\\"Product")
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Implement Live Chat<\/h2>\n
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Go for Personalization<\/h2>\n
![\"personalization\"](\"https:\/\/www.promozseo.com\/blog\/wp-content\/uploads\/2020\/04\/personalization.jpg\" "\\"Personalization\\"")
<\/p>\n![\"digital](\"https:\/\/www.promozseo.com\/blog\/wp-content\/uploads\/2019\/08\/digital-marketing-career-po.jpg\")
<\/span>CHECK OUT NOW !!<\/a><\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"