Building the Perfect Lead Engine
- By Joe Wozny
- •
- 16 Nov, 2018
digitalroadmap® Content Marketing Strategies for Lead Generation
Did you know that 85% of B2B marketers identify lead generation as their most important content marketing goal yet only 10% believe that their lead generation efforts are effective? We asked the team at Concentric for their Top 6 tips for maximizing lead generation performance.
Tip #1 Content
Explain your product or service to the target audience in a simple, clear and concise way. Describe the benefits to your audience so it’s easy to see the value. Avoid providing long lists of features about you and focus on the benefits
to them.
Tip #2 Make Your Page Scannable
Say “no” to homework! Allow prospects to scan clear and simple visuals, value statements, graphs and charts … and summarize this up in short videos for those who prefer visual or auditory content.
Tip #3 Include Contact Opportunities
Some people scan content from the top and some scan content from the bottom. Place opportunities to contact you in several locations. Qualify the intent of respondents with simple questions about their business when using lead generation forms. Always collect a phone number.
Tip #4 Be Convenient
Desktop, mobile, tablet. Let your prospects choose how they consume your content. Customize your content design based on screen size.
Tip #5 Measure What Counts
Look deeper than just online conversion data to measure lead value. Track each lead all the way to a closed sale and the revenue it generates. Create a set of accurate metrics and a measurement process. Include anecdotal information your sales team.
Tip #6 First Callback
Lead generation may change your internal sales approach. Review what information you will ask a prospective client and what approach you will use on first contact with a new lead. Learn from your initial calls. Refine your approach with your sales team. Remember this approach will allow you to gain insights into improvements to make and allow you to confirm that the leads generated are worth the digital dollars you spend.
Bottom Line: A lead generation page is part of the bigger picture of the digital sales transformation for your business. To measure true effectiveness ensure that lead generation programs include how you manage and track leads once they arrive at your doorstep.
