Generating qualified sales leads can be one of the most challenging jobs of any sales or executive team, and almost always the most important. Historically, filling the sales funnel required either a lot of cold-calling, or a lot of dollars spent on advertising, i.e. outbound marketing. That doesn't have to be the case today, as so much has changed with the way consumers buy. Today, with inbound marketing and content marketing, you can see a great return on investment, as inbound leads cost dramatically less than outbound leads. Here are eleven ideas on how to generate more leads with inbound marketing:
Abbie is on a website landing page reading information on one of the many companies she’s researching as she looks for a product that meets her needs. She’s left other, similar landing pages without ever engaging further. But here, the word choice, button color, and other aspects of the call-to-action (CTA) cause her to click through and move further into the "sales funnel." While she’s not consciously aware of it, the well-crafted CTA has given this company a chance to win her business.
Technically, any page on a website where visitors can arrive or "land" is a "landing page." However, when marketers use the term, they are typically referring to a page that is distinct from the rest of a site and created for a specific purpose—to generate leads by enticing visitors to supply contact information, to give visitors details about a company’s offerings before sending them to a "shopping cart" page, etc.
In 2013, KISSmetrics posted a great blog on 100 Conversion Optimization Case Studies (and yes, they actually show 100 success stories). Most of it can be summarized in the following:
Landing pages customized to the needs of specific buyer personas produce measurable results, from increased “time on page” to higher conversion rates. If you’re looking for a modest bump in your numbers, a good landing page will deliver that. But, set your sights on maximizing a landing page’s impact, and you can turn modest bumps into significant spikes—or better yet, produce a continuous upward growth curve.
Your potential customers are busier than ever. When they arrive at your website, you’ve got just seconds to grab their attention. LITERALLY SECONDS! Most experts say three or four ticks. Prove to visitors that you understand their needs, and they will keep reading. Fail, and they’ll leave without hesitation to go check out someone else’s offering.
I recently scanned a major trade publication and was surprised to see that virtually all of the ads directed readers to the advertiser’s primary URL (e.g., their home page, like www.acme.com). The missed opportunity associated with this one-page-fits-all practice is significant.
Regardless of whether you are advertising in print or broadcast media, using a URL unique to the ad allows you to: