Time Is Running Out!Think About Change Your lead generation marketing
Without leads, your business will most assuredly fail.
Optimizing your lead capture forms, as well as the calls-to-action (CTAs) that point to them.
For a lot of marketing teams, generating leads via the company blog means sending blog visitors to a landing page where they can download gated content.
Just imagine if I ended this blog post right here and said, “Alright, want to learn more? Go to this page and enter your name and email and phone number and company name and company size and we’ll let you download this PDF document.”
Would you actually do all that? Probably not. You’d probably end up going to another company’s blog for that information — potentially a competitor’s blog.
These days, the buyers have all the power. And that’s why we decided to build a new lead generation strategy for our blog. We needed to adapt to meet this new reality.
Here’s how it all went down (and how you can use the same approach on our blog below).
The 6 Steps of Lead Generation Marketing to Build Your Agency:
Step 1) Write relevant content
There’s been a tendency in marketing to go broad with blog content — to cover every topic imaginable no matter how loosely connected it is to your product or company vision.
That’s because for a lot of marketing teams, hitting monthly traffic goals is still considered crucial. And one way to help make sure those goals get met is by appealing to a broader audience.
And that’s where things get tricky. Because once you start optimizing for the quantity of people visiting your blog, it’s easy to forget about the quality and to overlook whether or not the people you’re attracting would actually be a good fit for your product.
Step 2) Build your landing page
Now that you know what you’re going to offer your prospects, you have to convince them it’s worth downloading. This is where your landing page comes in.
These persuasive, standalone pages, disconnected from your website via navigation links in a menu or footer, are built using elements that have been proven to boost the chances your offer gets claimed.
Step 3) Design your “thank you” page
In your lead generation campaign, the page that appears after a visitor claims your offer is your “thank you” page, and its purpose is to do more than you think. Instead of simply to say “thanks for downloading,” its goal should also be to continue the conversation with that new lead.
So how do you do that?
First, let them know where they’ll find their resource now that they’ve filled out your form. Will they download it right then and there, or will it be sent to their email?
Second, it should attempt to drive them to another resource they might find useful — preferably one related to the offer they just claimed. If you offer a template to go with that “How To Create Buyer Personas” eBook, then on your “thank you” page is the where to direct leads to it.
Step 4) Drive traffic
There’s no right way to drive traffic — how you do it is entirely dependent on your agency and its audience.
Use your buyer personas to figure out where your prospective clients hang out online, then cross-reference those locations with your agency’s most profitable channels. Here, it’s important to focus less on top-of-funnel metrics and more on bottom-funnel ones.
For example, you may find you normally generate more leads via Facebook at a cheaper cost, but they don’t convert into the big-money clients your agency needs to retain to stay profitable.
On the other hand, maybe you’ve generated fewer leads in the past from LinkedIn at a higher cost, but those leads are the ones with deep pockets you’ve been looking for — and converting just a few will keep your agency comfortably in the black.
Most of all, keep your eye on key campaign metrics to determine where to allocate or shift your budget if need be.
Step 5) Don’t forget to promote
Now that you know how to write a blog post that generates leads, it’s time for you to promote it. Why? Just because you write about a company doesn’t guarantee that its people will see it.
What you’ll want to do is tweet it out and include the company’s Twitter handle within the tweet. If you can get a few friends to tweet it out as well, it won’t hurt.
In addition to tweeting it out, make sure you also share it on all other social profiles you have. After you do that, email the founders and executives of the company you blogged about, and share the link with them.
Step 6) Be careful whom you pick on
What you’ll find with this strategy is that you won’t need much traffic to generate leads. As long as you craft and promote a great blog post that tears apart a business, you can generate one customer for every three of such posts. That’s at least what I was able to produce.
But if you pick the wrong type of company to blog about, you’ll find that people won’t be responsive, or they’ll be angry. The wrong types of companies tend to be larger businesses.
If you focus on writing about the Yahoos and Apples of the world, which I tried as well, you won’t generate any leads. Why? Because large companies move slowly, and they have too many layers to go through.
Most startups, on the other hand, love criticism and move really fast. The small size of startups will allow you to target an individual or two within the company. Focus on blogging on startups that have raised between $10 million and $30 million. Those blog posts will bring you, customers.
A good way to find companies to pick on that meet these criteria is to go through Crunchbase and choose companies that have been recently funded (which they showcase on their homepage).
These companies are cash rich, so they shouldn’t have a budget issue. Plus, they need to grow fast as their new investors are expecting that.
This lead generation strategy may work extremely well for all business, if you start implementing it today, you could be generating at least $10,000 in monthly income within three months.
So, what are you waiting for? Give it a whirl! I promise you’ll generate leads.
If you are unable to, leave a comment linking to your post, or shoot me an email, and I’ll give you feedback.
What do you think about this strategy?
March 30, 2018