No business can survive without leads.
If you’re still having challenges with lead generation, maybe you don’t have enough strategies to try your hands on.
A study by HubSpot indicates that 65% of businesses struggle with traffic and lead generation.
There’s no better way to boost your sales and marketing, other than to generate more qualified leads. Your target audience is right under your nose — it’s time to roll up the sleeves and go hunt for new leads.
From creating awareness to providing answers based on the prospects’ intents to convincing leads to buy, you’ve got to master each stage of the marketing funnel.
A lot of the steps and strategies for lead generation are interwoven. For example, when you generate leads through your blog posts, you still need to send them to a landing page or use a popup to capture their name and email address.
For simplicity, I’ll cover 15 action steps you can take to start driving leads to your business. Let’s get started:
1. Fix Broken Pages
If a potential lead visits your page and finds it broken or sees the ugly 404 error page, what do you think would happen?
You got it right, they’ll leave!
On the other hand, if you discover your broken pages and fix them, you’ll generate more leads easily. This technique doesn’t require additional traffic to your website or any creative campaign, just add a useful page and an opt-in form.
When was the last time you spend adequate time on your website looking for any errors? Don’t only fix your website when it’s broken.
There could be errors lurking behind those web pages on your website. What about technical glitches that are causing your website uses to bounce?
Slow site speed, 404 error pages, dead links, distorted page layouts, and more can stop your website from generating leads.
To detect where the broken pages are on your websites, especially when you’re dealing with hundreds of pages, use the Screaming Frog tool. With this tool, it’s easy to scan your website for issues that could wreak havoc on your website.
2. Target New Keywords From Your Google Analytics Insights
Google Analytics can show you some amazing keywords opportunities that will increase your traffic.
Find the long-tail keywords you’re already ranking pages 2 – 10 for in the organic search and optimize your web pages properly.
A long-tail keyword is mostly long (it can be short as well) with 4 or more words. This type of keyword is specific.
Although this long-tail keyword may have a low search volume, because the competition is low, you can generate a lot of traffic from several long-tail keywords. About 70% of web traffic comes from long-tail searches.
Ideally, if one of your web pages is ranking on Google’s first page (i.e., top 10 results), you can find other long-tail variations of the keyword to target on the post.
For example, if your page is ranking for a seed keyword “best CRM software,” you can enter the keyword into Ubersuggest or KeywordTool.io to find its variations.
You might find other supporting questions you can answer on the page such as:
- Which CRM software is good for startups
- Can CRM software increase sales?
- Best CRM software for a healthcare firm
Google loves to reward pages with comprehensive content. So if your top ranking page was driving 5,000 organic traffic to your website, by adding new keywords and creating useful content, you could start driving 10,000+ organic traffic from that same page.
But remember to find your top-performing pages and top keywords using Google Analytics.
3. Generate Leads Through Email Marketing
The first step is to grow your email list. Then you begin following up with engaging and helpful content. As you attract new subscribers, you’ll be building relationships with the existing ones.
When a level of trust has been established, some of your subscribers will become qualified leads. That’s how you can be effective in lead generation. After all, according to The State of Lead Generation 2019, only 1 in 10 marketers said that their lead generation efforts are yielding results.
From there, you can convert them into buyers and add them to a segmented list, different from the nurture list.
When you’re looking for a more personal approach to engaging with your leads, email marketing should come to mind.
Savvy companies utilize email marketing to drive traffic to their websites, product products while getting amazing feedback that will aid them in making better decisions.
Email marketing is highly effective when you solve people’s problems, answer their questions, reply to their emails, and reward them.
Remember that when an email subscriber (a potential customer) believes that your brand is the best, nothing can successfully stop them from buying your product or spreading the good news about your awesomeness.
4. Spy on Your Competitors and Target their Keywords
Simply use tools like SEMrush, SpyFu, or Ahrefs to analyze your competitor’s website and uncover keywords they’re already ranking for and start optimizing your pages for them.
A smarter approach you can adopt is to find their low competition keywords. In other words, keywords they’re ranking for easily with few or no backlinks at all.
If these keywords are driving organic traffic to their site even though they’re not directly promoting the page, you can get more traffic if you create better content and promote the page. Or what do you think?
And depending on the authority of their domain and page, you may be able to outrank them in the organic search results.
What we usually do is to run $100 of paid ads to see if a particular keyword has a high conversion rate before optimizing our pages for them — to drive organic traffic. If it performs well on Google ads, there’s a chance it’ll improve our business.
Don’t forget to use the tools above to also spy on your competitors to see where their backlinks are coming from.
A strong backlink profile is almost a guarantee of consistent traffic to any website. So get more trusted inbound links to your web pages (not just your homepage) and your business will enjoy more traffic and leads.
5. Improve Your Website Speed
This is a no-brainer. If you want to generate more traffic and leads from Google, then your website must be insanely fast.
Page speed is an important ranking factor because it’s a testimony of how users benefited from the page. A slow-loading website will only annoy users — and Google doesn’t want that.
Online users are impatient. The only option is to switch to a different website. We don’t want to spend more than 3 seconds for a page to load, as analyzed by Google.
All things being equal, the quicker your page loads, the more traffic and happy users you’ll attract to your website. And this will translate into more qualified leads and sales for your business.
6. Record Website Visitors
A lot of factors may be preventing your site users from converting. Worse, when you don’t know which sections of your website the user clicks the most, how do you position the right offer there?
So you can use a recording tool like HotJar to record user sessions on your website.
HotJar will track and follow the mouse movements and clicks of your web users. It’s a great way to determine why a particular page or section of your website is either getting clicked or being ignored.
Recording user activity on your website is critical. It’ll help you to capture more email leads with your web form. Or get more sales by placing your products in that section.
7. Give Away Helpful eBooks and Guides
Digital products such as guides and helpful eBooks are powerful tools for lead generation. Why? Because they address in detail some topics that your target audience cares about.
Modern eBooks have great designs and attractive e-covers. Don’t just piece together any cover, remember that people are moved by designs — especially on the web.
Write, for example, is giving away an informative eBook to help teams improve their performance.
Don’t try to sell eBooks or Guides when you’re still looking to add leads to your funnel. It’s better to give your eBook away to facilitate a helpful and meaningful conversation with your marketing and sales department.
8. Create Infographics and Checklists
Lead generation mostly happens at the top of the funnel. So essentially, you want to create a variety of content that will appeal to a broad audience.
Because you want as many leads as possible getting into your sales funnel.
Infographics are simply visual content that contains data-driven information. A good infographic is a breakdown of a complex topic; making it easier to consume and understand.
It’s a great way to get business prospects in the door. We all love data and proof of performance, so why not start using checklists and infographics to amplify your content reach.
To get even more results, allow bloggers, influencers, webmasters, and other people in and outside your industry to republish or feature the infographic on their website with a link back to your website. That way, you’ll drive both traffic and send a juicy link back to your web page.
If there’s a complicated topic you want to simplify, you can create a checklist for people to download. They’ll love it because the word ‘checklist’ denotes ‘easy.’
9. Create Case Studies for Lead Generation
Although case studies are generally used to engage users at the “bottom of the funnel,” they can work well for lead generation — provided you can share relatable customer success stories.
Case studies are great lead magnets. Research shows that 82% of B2B companies use case studies in their content marketing.
Leadpages has a dedicated page where it showcases customer success stories. This page is optimized for users and search engines — to increase its lead generation potentials.
Business managers and CEOs are clients are desperate to know how other businesses are getting ahead, and that’s where the captivating nature of a case study comes to play.
Case studies alone can increase a website’s conversion rate by up to 26%. Make sure the case study report is detailed, well-formatted, relevant, and factual.
When you want to convince a prospect that’s close to making a buying decision, you need to share more case studies that are specific to the various services you provide, to be able to win them over.
If you’re a PR and Paid Ads agency, it’s always good to have two separate case studies on each area of these services. That way you’ll have enough content to nudge a potential client to take that action now.
10. Send Out Cold Emails
Cold emails are often underutilized for lead generation. Indeed, sending a cold email to a startup founder may not be as effective as getting someone to introduce you to them.
You need a better approach.
Here’s the good news, personalization can help you get better results with cold emails. According to a report from Adestra, including the receiver’s name in the subject line can increase the open rate by 22.2%.
By simply addressing the recipient properly, you can see a 17% boost in conversions.
And it deals with volume. That is, the more people you reach out to, the more responses you’ll likely get. So if you send out 1,000 cold emails, if you get a 7% conversion rate, that’s 70 potential leads.
That may not sound exciting, but if your leads are going to eventually spend between $99 – $999 on your product or you sell a subscription-based product, then 70 potential can be rewarding.
We’ve written several articles on how businesses can leverage cold emails to grow their traffic, leads, and inbound links. You have to be consistent and creative to win.
11. Display advertising
Display advertising is a proven method for getting quality leads. No matter your business, it’ll work if you follow the right practices in writing your ad copy, bidding appropriately, targeting a well-defined audience, and more.
There are online platforms and online communities that have built-in social ad features that you take advantage of to get more leads. But you need to focus on the platform that your audience uses.
If your audience is mostly on Instagram, then place your ads there. There’s no need to use Twitter.
On the other hand, if you want to reach corporate firms and B2B clients, then you’re better off advertising on LinkedIn. Create campaigns that will appeal to CEOs, top executives, and business owners.
If you’re a plumber, for example, and you’d like to target clients in your locality, then platforms such as Facebook and Quora are your best shot. Your local audience is actively engaged on these platforms.
When you’re advertising on Facebook, for example, make sure you have deep knowledge of audience targeting. If you don’t know your audience well, there’s a chance you’ll waste your advertising spend.
Putting your ads in front of the right audience boils down to knowing them in the first place, the rest is creating compelling ad copy they can’t resist. That’s how to drive traffic to your website, generate better leads, and grow your business.
12. Facebook Advertising
Facebook advertising can be powerful if you know what you’re doing. Most of our clients and other businesses prefer getting leads from Facebook.
HYLETE, an eCommerce firm that sells Athletic Performance Apparels leveraged Facebook advertising to grow revenue by 367.9%.
Because the platform offers a variety of advertising options. The Sponsored news feed ads and boosted posts are the two options that work well with Facebook advertising.
To get even more traffic and leads using Facebook advertising platform, utilize the Custom Audiences and Lookalike Audience.
That way, you’ll be putting your ads in front of people who are interested in your offer, or advertising directly to your email subscribers and fan base. Isn’t that awesome?
13. Create Lead Magnets to Capture More Leads
Lead magnets come in different forms (eBook, video, checklist, white paper, swipe file, online course, and so on). Creating lead magnets will make your lead generation pretty easy.
A lead magnet is an informational content or software (or even a recorded webinar) that can be offered to an audience. For the audience to access it, though, they have to fill out a form to either download, sign up, or edit the material.
HearandPlay offers free Piano lessons as a way to capture email leads and get more customers.
With the right lead magnet, a business can build its email list faster. Because website visitors will like to subscribe to your list because of the valuable material you have for them.
Essentially, your lead magnet must be rich and offer value. Otherwise, a lot of potential buyers will unsubscribe from your contact list.
Aside from offering your lead magnet on your sidebar or above the fold on your website homepage, you need to do more because these methods will only produce mediocre results.
Savvy businesses will create a landing page where they’ll give away the eBook, white paper, tutorial video, or software in exchange for visitors’ email addresses.
14. Add Lead Forms
There’s no complexity to lead generation.
Once you understand the concept behind it, it’s easy to add 100+ contacts to your email list. It begins with your lead generation form.
This can be added to your website homepage, at the sidebar, and on your landing pages. Here’s a good example of a lead form.
When a visitor fills out the form with their name and email address (mostly), they’re instantly redirected to the ‘Thank you’ page where they can access the offer or lead magnet, which can be software, an eBook, a checklist, a white paper, you know the drill!
After they the user (now a lead because they’re on your lead database), you can follow up with useful emails and additional materials.
If you want to get more information from your site visitors, apart from their name and email address, then you must customize your lead gen. form to better pre-qualify and refine their input.
If you’re a B2B marketer, you need to also request the company’s name, demographics, country, and even annual income.
Most landing page builders also offer advanced web form features. For example, Unbound and Leadpages are tools you can use to build amazing forms for your website, landing pages, or social media posts.
Alternatively, you can use a free option such as Google Forms to set up a beautiful form and easily track performance using Google Analytics.
15. Use a Microsite to Capture More Leads
Microsites are prime real estate in your lead generation journey. Microsites are different from landing pages because they provide a lot more information about a specific topic or niche.
For example, if you’re a marketing agency, you can create a microsite to provide in-depth information or guide about “social media lead generation.” Copyblogger’s microsite is a good example.
If you’re wondering how this differs from a landing page, bear in mind that a landing page doesn’t link out to resources both within and outside of the website. But a microsite does exactly that.
The goal is to provide so much information about a particular topic — so that potential customers will develop trust with your company or personality.
The truth be told, ranking a typical landing page is difficult because most of them have thin pages, not properly optimized for a specific keyword, and has no backlinks.
But microsites or pages are primarily optimized for users and search engines alike. They tend to rank higher in the organic search results like blog posts do.
As you send trusted and natural inbound links to these micro pages, as well as interlink the pages, it’d become easier for Google to rank the page for more long-tail keywords.
There’s no fast rule for generating quality leads to your business. You need to pick one technique from the list and implement it.
Once you’ve mastered it, you can move on to another technique and build up a lead generation pipeline that works.
You have to be consistent. Because almost all of these lead generation techniques will take time to work.
Although paid ads can generate 1,000 visitors and perhaps 400+ leads overnight, you need to constantly refine your approach to maximize your ad spend and be able to convert leads into customers.