While many businesses are content on building their growth solely from referrals, it’s not always a scalable solution. It’s also tough to forecast budgets when you don’t have a consistent flow of sales leads coming in. I’ve seen this approach fail many times because companies are often reluctant to invest in the areas that ironically would drive the most growth for them. If you invest money into the stock market, you expect your money to go to work for you in the background and grow over time. The same can be said for a website, which ideally should be your biggest asset for scalable growth. With all of the tools available to us online, automating sales leads into your pipeline has become easier than ever. So let’s explore those various tactics for building a lead generating digital machine.
Lead magnets are something you give away to the reader, in exchange for their email or other information. This can come in the form of gated content – case studies, white papers, ebooks, quizzes, and more. Lead magnets are often used in the consideration phase of the customer journey. If you’re delivering quality content that builds trust with the prospect, there’s a good chance they’ll potentially become a new customer. The more downloads they activate, the more likely they’re ready to engage on a sales level. There’s also more engaging ways to qualify prospects at the door. Interactive evaluators, ROI calculators, product builders, and comparison charts also give great insight for the sales team to follow up on. Every business is unique, so you should explore which lead magnets give you the most qualified conversions depending on your industry and your target audience.
If you’re already running paid search or Facebook ads, this one is a no-brainer. Through cookies, you can continue to serve up ads to potential prospects. Messaging within your retargeting ads should be relevant to the last page the site visitor bounced on. Similar to cart abandonment, you’re merely continuing the conversation with the prospect, staying top of mind, and driving them back to your site to get the conversion. Perhaps they got busy or distracted while on your website, there’s a good chance that they are still interested in making the conversion. Retargeting is a cost effective way to drive more leads because you’re talking to a much smaller audience – an audience that’s already aware of your brand and may be ready to convert. Driving them back to unique landing pages will also serve up new information that they might have missed the first time.
Using AI or pre-baked tree dialogues of messaging can go along way with nurturing the lead. There are many great platforms available for chatbots, but we’re particularly big fans of Facebook Messenger and Drift. Most services give you enough to get started for free or at a low price. Facebook Messenger is free to install on your website. There are also several templates based on your niche or industry to give you an idea of how far chatbots can really help with your conversion rates. Messenger bots have seen open rates as high as 98%, and clickthrough rates higher than 50%. That’s pretty wild when you consider the average display banner performs at around 1% CTR, and emails open rates according to Mailchimp average around 20%. The benefit of using Facebook is that almost everyone has Facebook. That means if they leave your site, the conversation still continues on their mobile devices or Facebook tabs. You can also offer additional promotions and engagements once they’ve subscribed to your chatbot.
Tracking and Testing
If you’re not getting the traction that you were expecting through your website, then it’s time to dig under the hood. See which pages are getting the most and least amount of view time with your Google Analytics account. You can also see the path a user takes within the behaviors section of GA. Other tools like HotJar can show you where website visitors are clicking, moving their cursors, and scrolling – all across desktop, tablet, and mobile. They even give you website visit recordings. It’s a bit creepy, but the insight into how prospects actually use your website is priceless. There’s also A/B testing tools like Google Optimize and Optimizely that allow you to quickly test different flows, call to actions, headlines, and other variables. Want to see how visitors are driving to your site through search? If you have Google Search Console already installed, you can monitor the keywords that are driving the most clicks to your website. This is useful in the sense that you can now optimize the language on your site to increase search rankings and click through rates.
Websites can no longer have a one-size fits all approach. With over 1.8 billion websites online, it’s important that your site not only stands out, but also feels personalized to each individual user’s experience. If the users are visiting your site from search or display ads, you can add on parameters to the URL that will personalize the experience. Simply using dynamic keyword insertion based on the user’s location (if you’re driving from Google Ads, location can be passed as a parameter); also, you may alter some of the images or keywords throughout your landing pages which would resonate more with the user. You may even tweak your introduction based on time of day. Case studies and testimonials can be swapped out for more relevant ones based on the ad the user clicked from. For more tips on hyper-personalization, check out our online guide.
Give these five tactics a shot for increasing your B2B leads. One topic I didn’t get into was CRM, but we did have a lot to say about that over here. If you’ve discovered other powerful ways for increasing your leads, drop us a comment below. We’d love to hear from you!