Lead generation was a cornerstone of business success long before the Internet changed the game, but in the ensuing years, it’s become ever more important for organizations both large and small to focus on bringing in new consumers.
(via Web SEO Analytics)
So whether it’s your online presence you’re worried about or more classic forms of lead generation, it pays to have best practices in place. The following are some cardinal rules you’ll want to keep in mind when creating a lead generation strategy:
Leave a number
Whether it’s a landing page on your website or an ad on the radio, providing consumers with a number to call is essential for lead generation.
Data from NewVoiceMedia shows that 45 percent of survey respondents believe calling a business is the most effective way to solve a problem, compared to only 19 percent for email and 13 percent for social media, according to Market Charts. In short, customers still use the trusty old phone when they want to get in touch with a company.
Meanwhile, a report from ZenDesk showed that consumers are typically more satisfied with their service if it’s over the phone. This may explain why 59 percent of survey respondents told NewVoiceMedia that calling is their preferred method of contacting a business, easily beating out email at 33 percent.
(via SEO Buzz World)
Stick with what works
In a perfect world, marketing budgets would be infinite. But this isn’t a perfect world, and it’s important for businesses to focus on campaigns that pay off. This is what makes testing and tracking so important.
Strategies like A/B testing and call tracking can help you determine which marketing efforts are actually generating leads. Is more business being driven your way through print media than television spots? Is a specific affiliate marketing campaign resulting in more leads than another online effort? This is information you’ll want to know so you can double down on what works and change up marketing that isn’t meeting your goals.
Pick quality over quantity
Any marketing agency worth its salt knows that one quality lead is worth far more than a handful of unqualified prospects. This is why a major component of your lead generation strategy should be focused on capturing leads that will become conversions.
The right form fields can go a long way toward giving you the important details you need to validate and verify whether a lead is of high quality. Keep this in mind when creating lead-capture mechanisms.