Leads are the lifeblood of any business. After all, without leads, there can be no sales. Lead generation is the act of establishing interest in your products or services among a target market. Lead gen is a tricky business because leads can be at different stages in the buyer journey and therefore require different levels of nurturing.
Here are 5 lead gen mistakes that you have to stop making if you want to increase sales.
1. You're too general
We've all heard the saying, "Jack of all trades, master of none," this is not how you want customers to see you. However, it is exactly how they will see you if your message is too general.
You may think that creating generalized content will allow you to appeal to a wider audience, and so give you a better chance of generating leads. But when people search for content online, they are looking to solve a specific problem, not a general problem.
You need to pick a niche -- a specific part of the market that you can dominate. Surprisingly, the smaller your niche, the stronger the impact of your lead gen efforts. This is because fewer brands will be competing for the attention of your customers.
So, to solve this problem, simply decide upon your niche in your industry. If you're in marketing, maybe your niche is 'video marketing'. From there, you may then find an even smaller niche to market to, such as: 'animated video marketing', 'live-action video marketing', and so on.
2. You ask for too much
How would you feel if you were on a first date, and the person asked you for your hand in marriage? Chances are, you'd be really freaked out and answer them with a firm "no."
Potential customers will feel the same way if they get to your landing page and you ask for all of their personal details in exchange for a short content piece. Lead forms should reflect the content available for download. For example, if you're offering a small, fun piece like an infographic, then you should just ask for a few details, like:
- How did you find us?
If you're offering a more comprehensive piece like an eBook, then perhaps ask for a few more details, such as:
- Email Address
- Phone Number
- How did you find us?
The best way to generate leads is to start slow. Ask for a few details first, and then nurture the lead with more content, tailored to their needs. From there, you can build a relationship and hopefully convert them into a loyal customer.
3. Your form is below the fold
Web users spend 80 percent of their time looking at information above the page fold. Although users do scroll, they allocate only 20 percent of their attention below the fold. When we talk about "the fold," it's everything that is visible in a browser window when the page first loads.
Forms that are above the fold are more likely to generate leads because they require less effort from the user. When working on your lead generation efforts, you should always think about how you can make things easier for your ideal customers.
The solution for this one is easy: position your most important text above the fold or better yet, place everything above the fold. Giving users the option to scroll is just one more thing that could distract them from filling in your lead capture form.
4. You don't have a dedicated landing page
You could have created an amazing ad with an incredible call to action that gets lots of people clicking, but if that CTA takes users to an unrelated landing page, then what's the point?
When people click a call to action, it's because they want what you're offering, whether that's an eBook, whitepaper, or anything else. They don't want to be sent to your homepage, or your 'contact us' page. If your CTA does happen to send users to a general page on your site, it's likely that they won't bother wasting the time trying to find what they were after in the first place. They'll just get it elsewhere.
You need to ensure that each promotional campaign you run has a specific objective that is clear to prospective customers. Within this, you need to ensure that your CTA directs users to the specific landing page needed to complete the conversion process.
5. Your CTA isn't good enough (or doesn't exist)
If you don't ask, you don't get. Your call to action is, without a doubt, the most important feature in your entire lead generation campaign. Without a CTA, you can't hope to get any leads, let alone sales. If you do have a call to action, it must be prominent and clear. The copy must be persuasive and stand out to the user, encouraging them to click.
Your content needs to be gated. You've no doubt put a lot of effort into creating your content, your reward should be an awesome lead. The only way to get an awesome lead is to have an amazing call to action.
Ensure your CTA stands out on the page, make the button large and in a different color to the rest of your content.
Lead gen mistakes, no matter how small, can cause critical damage to your business. To increase your sales, you need to make sure you do everything you can to generate leads and nurture them accordingly.
See related: From Lead Generation to Lead Engagement
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