Lead generation is at the heart of every digital marketing endeavor according to Kate Harrison, marketing expert and contributor to Forbes magazine. You simply cannot grow an online business without it. But getting lead generation right takes finesse.
“Think about it,” says Ashley Walsh, VP of Marketing at Formstack. “The ultimate goal is to generate high-quality leads that convert to customers. That means you must attract people to your website, convince them to give up personal information, hope that they’ll truly need/want your solution, and will become future customers.”
Unfortunately, that’s not easy. Luckily, there are proven ways to boost your chances of generating quality leads that will stick. Walsh shares her top four tips for generating more – and better – leads to improve your conversion rates:
1. Produce Delightful Content
Content is arguably the most important piece of any lead generation plan. But for your content marketing to be effective, you need a defined target audience. “Once you know who to target, you can create informative and engaging videos, ebooks, blog posts, webinars, and landing pages that speak to specific pain points, outline solutions, and prompt visitors to take action,” Walsh advises.
2. Distribute Content Mindfully
All your superior content will go to waste if you haven’t got a solid content distribution strategy. You want the right people in your target audience to discover your content. So, what should you do? “For starters, it’s a good idea to do some behind-the-scenes work on search engine marketing (SEM) and search engine optimization (SEO). Paying attention to SEM and SEO will allow prospective customers find your content via a simple Google search. You should also consider which social networks are most relevant to your audience, and strategically share your content there,” Walsh suggests.
3. Use Mobile-Friendly Forms
Once your content entices visitors to your site, the goal is to get them to convert. That is, you want them to provide contact information via an online form that’s intuitive. According to Walsh, designing mobile-friendly forms is one of the best ways to boost your conversions.
4. Track Performance Data
“To become an expert digital marketer, you need to understand that the job is never “done”. Refine. Refine. Refine. Always track the performance of your content and web pages with Google Analytics or other tools,” Walsh summarizes.
An effective lead generation strategy is all about attracting visitors with valuable content, converting them with optimized forms, and continually using data to refine your efforts. Put Walsh’s four tips in action, and better leads are sure to find you.