As marketers, the pressure is always on to deliver good quality leads – but coming up with fresh ideas that work, especially when budgets are being squeezed, is not always easy!

This week we take a look at some simple ways you can capture more of the quality leads you need to grow your business:

1. Your email signature

You probably send hundreds of emails every week – make the most out of these by linking your call to action (CTA) in your signature.  To make the tactic more scalable, get your team to do the same, and make sure you link it to your landing page.  More on that shortly…

2. Generate content! Blog consistently and include your call to action (CTA)

We know that blogging is one of the best ways of increasing your organic web traffic; and consequently, consumer confidence in you as the subject matter expert.

Remember that once you’ve built up the traffic to your blog, your job isn’t done. Your readers are interested in what you have to offer, but they’re not yet on your list.  Make the next step easy for them by adding relevant CTAs to your blog posts – consider using pop ups…

3. Popup CTAs

Love them or hate them, the use of pop-ups do increase opt-in rates compared to static CTAs.  These can be generated using simple site plugins, and you can control their position and timing, and on which parts of your site they appear.

Alternatively, software is available which enables you to easily capture leads using popups; segment subscribers based on their actions, identify the best leads and send them relevant emails.  Everything is automated and trackable.

4. Use gated content as a hook to entice them in!

With all the brilliant website content you’re creating, you’ll likely have resources, downloads, guides, discounts or special offers that you can offer potential customers.  Make these downloadable – in exchange for their email address!

5. Perfect your landing page

Link your CTA to a specific landing page – NOT your home page.  It should be immediately clear and obvious to the visitor what the next stage in the process is.  Try the “squint test” while viewing your page.  Does the CTA really stand out?

Remove page clutter – excess copy, links that aren’t relevant.  Too many messages confuse. Have just one clear CTA.  Fewer choices means less confusion – and less confusion means more leads.
Remember to optimise your landing page and CTA for mobile as well as almost half of your site visitors will be on their phones or tablets.  Mobile optimisation is now a ranking factor for Google as well.

6. Get your CTA wording right!

Psychology is behind everything we do as marketers and this includes CTAs. When you create a CTA on a landing page or elsewhere, you’re tapping into a person’s inner psychology. As humans we are governed by the following psychological drives:

  • We are wired to expect what’s coming next – your CTA should be obvious and easy to find
  • We are curious – use your CTA to promise a discovery
  • We anticipate – your landing page copy should tell a story, with the CTA as the climax
  • We love to win – use reward based language in your CTA

By using these drives to focus your CTA you are tapping into the essence of our psychological make up, which is much more likely to get you the conversion you want!

7. Ad retargeting

Retargeting is a marketing technique that lets you show ads to prospects who have visited your web page before, but didn’t take further action.

Assuming they had a positive experience, people who have already seen your website are warmer leads than those who have never been exposed to your brand. This is precisely why you should use retargeting to “follow them” around the web and get them to come back and sign up or make a purchase. Retargeting ads can be served immediately after the prospect leaves your site.

You can also target leads on your existing database via retargeting, using ads run across social networks for example, rather than the wider web.  You’d need to decide which approach would work best for you; depending on whether your goals are awareness or leads driven.

8. Events

Finally, remember that people still buy from people.  Nothing is more powerful than face to face marketing, where your passion and knowledge can be experienced first hand by prospects.  Events still remain one of the best ways of obtaining new and good quality leads.

By having a stand presence at your local trade or business expo, you are utilising a captive audience who are already pre-disposed towards your subject matter.

Use the opportunity to data capture using a badge zapper, and remember to follow up hot leads as soon as possible after the event.  Make your presence memorable by offering unusual stand giveaways, running a fun prize draw, or offering free refreshments.

Even better – take a speaking slot at the event as well, which elevates you and your brand to the position of authority.

To find out how we can help you with any of the tried and tested activities we’ve mentioned here (and there are many more!) simply email or give us a call.  We’d love to share them with you so get in touch! 01256 335622

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