Capturing leads online has become absolutely business critical as buyers increasingly use the web to research products, solutions and companies. Generating a flow of online leads that you nurture until they’re sales-ready, can be the difference between being shortlisted and being the preferred supplier on the list!
So how do we succeed in getting visitors to give us their contact information? As you may have personally experienced, generating a continual flow of high quality leads doesn’t happen with “Please fill in the form for more information”. Or even by offering some white papers in exchange for a person’s contact details.
Consider the 5 tips below to help you succeed in generate leads online.
1. Optimize your website for capturing leads.
It’s likely that your website needs to satisfy numerous objectives. Make sure that lead generation is a prioritized one. This means designing pathways for lead capture aligned with your visitors’ different motivators and ‘lines of thought’. Drive visitors to your lead capture forms with meaningful and compelling online offers and calls-to-action. Don’t expect them to get there by chance.
2. Immediately engage your visitors in meaningful mental ‘conversations’.
Every time a person jumps to a new webpage, they go through a period of orientation. Within 7 seconds, they decide to either move deeper into what they see or move on to something else. Immediately, beginning with your headline, you should begin to articulate your differentiated value. Then with a subheading and your first sentence, start to meaningfully engage the visitor in a mental conversation with you. The visitor is probably on your site to see how you might be able to help them with their needs and challenges. Help them discover how you can do this. If they are your ideal customer, they need to understand why they should buy from you instead of any of your competitors.
3. Clearly and credibly communicate your customer value.
People won’t give us their contact information online if we just ask for it. We need to earn it. However, great features and benefits are rarely what people are looking for. They want to understand what meaningful value you can offer them, either personally or for their company. And because people are naturally skeptic towards information on the net, we need to prove ourselves credible. If our solution saves costs or helps them more easily manage a task, we need to tell them how much. Quantifying your value propositions is the difference between general benefit statements that anyone can make and ones that shine as being credibly true.
4. Earn your visitors’ trust before trying to get them to register with you.
Before people buy a product or service from us, they would like to know about the ideas and expertise that lie behind it. If they buy into your knowledge they are also likely to buy what you sell. This certainly also applies to filling in an online form to get more information from you. If they don’t understand the expertise you bring to the table, they’re unlikely to fill in a form to get your help or learn more from you.
5. Offer a valuable reason for filling in your form.
The best reason a person has for filling in an online form is that you have something great to offer them if they do. The worst reason for filling in a form is to learn something that fills in missing gaps. People don’t want to give away their contact details to get information that is lacking. Rather, it’s an offer about getting something of extra value that motivates people. Sugaring this value with some sort of extra incentive always makes it easier for people to act.
There are many things to consider when trying to generate leads online, everything from call-to-action buttons, landing page design and much more. However, the 5 tips above point out critical general points you’ll need to master if you’re going to successfully capture a flow of leads off your website.
On a finishing note, you need to consider the source that a visitor comes from when trying to convert them to a lead. Someone who directly types in your internet address needs to be handled differently than people driven to one of your landing pages from an email, newsletter or banner campaign. People bring some sort of expectation with them when they land on your website. Dealing with these expectations is the first thing you need to consider in order to get them to engage with you. Otherwise, they’re likely to just hit the Back button on their browser.
Interested in knowing more about how Inbound Marketing can drive your lead generation, see www.difrent.se