Last week we wrote about 3 lead generation mistakes you might be making, and we promised to revisit the topic this week to offer some solutions.
The mistakes were (and their solutions are):
- You don’t offer content for the whole buyer’s journey
- There’s no one-size-fits-all offer, so you’ll need to spend time creating a variety of options that cater to every stage of the buyer’s journey.
- New prospects, for example, might want checklists and templates. Visitors a little further down the funnel might want email courses and webinars. Prospects even further down might be ready for a demo or a phone call.
- Want to get really fancy? Try smart CTAs.
- You’re buying leads, not generating them organically
- If you don't want to damage your email deliverability, your email recipients absolutely must opt in.
- Offer valuable content – webinars, blogs, free trials, etc. – in exchange for their contact information and the right to email them.
- Bottom line? Quality email addresses aren't for sale.
- You treat all your site pages the same
- Figure out your top 4 or 5 most popular pages, then optimize them for leads.
- Consider keywords, CTA color and placement, image choices, etc.
- Don’t forget lead conversion offers. Creating offers takes time, but it’s an extremely effective way to get that contact info you’re seeking.
None of these fixes will start leads growing on trees – and we wish they did too! – but they give you a place to start. (For more lead generation mistakes and their solutions, check out this blog.)