Lead generation is a time consuming process. You need to have a system in place:
1. Determine your target audience
There’s no use in generating leads if they’re not going to turn into clients who are a fit for your business. To make sure they are, you’ll need to start by doing some research to figure out who your targets are.
Look at your current customers. Who are they? Interview your best clients to learn things like their background, goals, where they spend their time online, their biggest challenges, and the process they go through before hiring an agency. But don’t stop there.
When you’ve learned everything you can about your target prospects, you can mold your lead generation marketing campaign — its messaging, traffic channels, etc. — to best suit their preferences.
(Advanced tip: Our Lead Hunter Tool helps you to avoid all these steps and find your target audience with the click of one button)
2. Set campaign goals
Every successful marketing campaign starts with goals — specific ones. “To generate the most leads possible” isn’t a goal. Use past performances as a benchmark to come up with a specific number of visits, leads, conversion rate, etc. that you’ll want to hit in a particular timetable.
If you haven’t kept track (ahem… it’s time to start now), try figuring out what a lead is worth to your agency, then work backward. Determining the value of your average customer will help you determine how many you need from this campaign to hit your sales goals.
From there, calculate how many leads your sales team converts into clients on average, then use industry benchmarks to estimate your conversion rate, along with how many visitors you need to generate to hit those goals.
(Advanced tip: Our Lead Management Tool helps you to avoid all these steps and helps you manage your leads with the click of one button)
3. Determine what offer will attract your ideal client
Remember when it was easy to give away free stuff online? Requests for e-books, tip sheets, and white papers were plentiful, and generating leads was easy.
To create a great offer, you need to know who’s going to be using it, and where in the buyer’s journey they are. If you need a little help, a survey from Regalix questioned 285 B2B marketers about the best content to offer at each stage of the buyer’s journey. Here’s what they answered:
Social media: 83%
Blog posts: 81%
White papers: 78%
Web-based events: 72%
Case studies: 47%
Research Reports: 39%
Also, an important thing to keep in mind, your offer doesn’t have to be content. Tools and free consultations are also widely used by marketers to generate leads for their agency.
(Advanced tip: Our Lead Data Collector Tool helps you to avoid all these steps and helps you discover where your leads work with the click of one button)
4. Build your post-click 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 post-click 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.
Here’s what those elements are:
It’s long been known that headlines attract more attention than body copy on a written page. Decades ago, the father of modern advertising, David Ogilvy, found that 8 out of 10 people will read a headline, while only 2 will read the body copy. Make sure the big, bold words at the top of your page give prospects a reason to read the rest of it by communicating the benefit of claiming your offer. If you can’t explain what’s in it for your audience immediately, they won’t continue on.
In a letter sent more than 350 years ago, French Philosopher Blaise Pascal wrote, “I have made this letter longer than usual because I have not had time to make it shorter.” Today, many post-click landing pages should close with the same sentence. It takes a lot of time to make one word do the work of two — time that many marketers don’t take.
Instead, they stuff their post-click landing page with long-form block text about their product and its benefits without giving any thought to the reader’s situation, which is this: They’re busy, and they’re not reading for pleasure. They want to know why they should claim your offer in as little time as possible.
It’s for that reason you should break up block text into small paragraphs, use bullet points, and keep text to a minimum the way Handy does below. On the whole, people don’t like to read, so the easier you make it for them to do, the better.
This picture shows marketing agencies why lead generation marketing campaigns need short, bulleted copy to engage prospects. Remember, the less information you ask your prospects to submit, the more likely they are to convert. Try to get your form down to the minimum amount of fields you need to effectively follow up with your leads.
Something else to consider is your offer. The more valuable it is to your audience, the more you can ask them to hand over in exchange for it. If you’ve put together a short tip sheet, then ten fields might be too big an ask. On the other hand, if you’ve compiled an industry report filled with valuable insights from leading experts, your prospects might be totally fine with completing a 10-field form.
Once you’ve decided how many fields to use, make sure you make your form easy to fill out. Include labels above your fields, not ones within them that disappear when the prospect starts typing – this has the potential to confuse and frustrate them, research shows. Consider enabling social autofill so visitors can convert by importing personal information from sites like LinkedIn, Twitter, and Facebook with the click of a button.
And if your conversion process is unusually long, try breaking it up into multiple steps to shorten its perceived length. One long form is intimidating, while a few short ones seem like less work. The job of your call-to-action button is to compel your visitors to click — to convert — so it has to be persuasive and attention-grabbing.
(Advanced tip: Our Lead Capture Tool helps you to avoid all these steps and helps you attract your leads with the click of one button)
5. Design your “thank you” page
In your lead generation marketing 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.
6. Integrate with technology
In marketing, “technology stacks” are groupings of software that allow you to better accomplish key marketing goals, and in this case, they can be used to help you more effectively for your lead generation marketing. Lead generation software can include…
Remarketing tools like Adroll and Google Dynamic Remarketing used on your visitors who don’t convert immediately. It’ll serve them ads on websites of your choosing, aimed at drawing them back to your post-click landing page to reconsider your offer.
Then, CRM software like Salesforce or Zoho will score and sort your leads into categories when they do convert so that you and your team can follow up more effectively.
After that, email marketing software like MailChimp and GetResponse will help you nurture those leads to conversion again. There’s no right number of tools to use, or “best” software for the job. It all depends on your agency (size, industry, revenue, etc.) and what it’s trying to accomplish.
(Advanced tip: Our Lead Contest Tool takes this to an all new level of effectiveness)
7. Test your campaign
This step is crucial before driving any traffic. You need to test the front end and the back end of your lead generation marketing campaign.
First, act as though you’re a prospect making their way to your business’s post-click landing page. Start by ensuring that the links to your post-click landing page are working, wherever they may be — email, PPC networks, sponsored social media posts, etc. Are they driving you to the post-click landing page that they’re supposed to? Does everything look the way you intended on every browser?
After that, evaluate your “thank you” page. Do the links on it work? If you’re sending an email with your content offer, does it end up in your inbox?
Answer all these questions, then check out the back end of your campaign. Make sure your conversion pixels are firing, that your tags are working, and your leads are being sorted and scored correctly so that your team can effectively follow up. To run a successful campaign, the process on both ends should be running smoothly.
(Advanced tip: Our Lead Chat Tool helps you to create an interactive experience.)
8. 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.
Remember to consider all channels for your lead generation marketing and as always, test, test, test. Through countless Google Ads audits with clients, Jacob Baadsgaard from Disruptive Advertising found that his average client wastes 76% of their PPC budget on traffic. Don’t be that guy.
Learn to recognize the signs of bad traffic, invest in channels your prospects use, and be wary of unproven PPC networks. Some lesser-known ones don’t have your best interest at heart.
Most of all, keep your eye on key campaign metrics to determine where to allocate or shift your budget if need be.
9. Analyze, optimize your lead generation marketing
Even top marketers don’t get everything right the first time — and that’s why, when it comes to technology, the biggest separator of leading performers from average ones is the adoption of analytics software. According to a report from Aberdeen, best-in-class marketers are 58% more likely to incorporate analytics tools into their stack.
(Advanced tip: Our Lead Management Platform helps you to monitor your leads and keep your sales funnel filled at all times.)