Online Leads Most businesses want more traffic, so they struggle with different digital marketing strategies – SEO, SEM, SMO, SMM, PPC, etc.. However, only a few of them have realized that they need more than just views.
Leads are what will fuel their business’ growth. Digital marketing functions in two parts – traffic generation and lead conversion. So, well-done digital marketing strategies (organic and paid) with only large traffic-generating results may amount to nothing if you are not capturing contact information.
For example, if your website generates about 100 visitors a month, a normal conversion rate would be to 2 to 3 leads. Here are 4 surefire ways you can increase leads without having to increase your traffic:
1. Review Your Web Statistics
Only after you’re able to understand your web traffic can you understand where to focus your efforts. Some key metrics include:
- Geolocation, where they came from.
- What are your top pages?
- What sections of the page are they focusing on.
- Duration, how long they stayed on your website.
But how can you track your web metrics? There are several tools (free and paid) that you can utilize, some of them include:
So, if your conversion rate has been 2%, using any of these website visitor tracking tools will shine a light on the unknown 98% of non-converting visitors by helping you to:
- Know who your current prospects are. Over 55% of businesses have developed higher quality leads by using buyer personas.
- Know where your audience is coming from.
- Know what your ideal customer is engaging with. 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.
- Know which traffic source (e.g. Facebook, Linkedin, Yelp, Instagram) is producing the best results for you.
- See areas that you should improve upon. Engaging visitors with relevant content at each stage of their journey can yield over 70% higher conversion rates.
- Develop strategies to improve upon your low conversion rate.
- Create a “custom audience” and “lookalike audience” features to improve business sales.
Are you familiar with the “custom audience” and “lookalike audience” features? They are the extremely powerful lead generating tools developed by Facebook. The Custom audience feature enables you to target visitors on Facebook who had previously submitted their email addresses on your website. With this service, you can import visitor’s email addresses to Facebook to retarget them. A custom audience could also be based on people who have viewed your video for at least 10 seconds.
2. Create Attractive and Valuable Offers On Your Website
Leads are visitors who found something interesting, continued to stay and take action. Thus, providing your audience with valuable and attractive offers on your website is a great way to increase online conversions that you can nurture into eventual sales. One way to begin is by offering your traffic something of value in exchange for their contact information. But how do you develop attractive and valuable offers? Lead conversion starts from collecting prospects’ contact information, which can be used for other lead conversion strategies, such as custom audience, a lookalike audience, email marketing, etc.. Just like carrots attract rabbits, here are some irresistible offers (or lead magnets):
- Free Webinars
- Free Trial
- Free Shipping
- Free Consultation
- Free Estimate Quote
- PDF Guide
- Free Download
- Sales Promotion
- Coupon / Limited Time Offer / Discount
- Free Templates
When your offers are scarce and exclusive, they become more desirable. Such offers, similar to Black Friday offers, would help overcome your lead’s typical concern or doubt. You must be able to place the right offer at the right person, at the right time. You may have to try multiple offers until you discover one that converts. For example, Monthly1K tested out different offers for the same product (a $300 online training course) on two landing pages.
3. Create Memorable Marketing Hooks and a Concise Contact Form
Your website visitors are bombarded daily with marketing messages. A study by SJInsights shows that, on average, people receive/see over 360 ads daily but their brain can only capture fewer than 155 ads. Of these 155 ads, fewer than 87 generate awareness and about 12 make an impression. So how do you hook your prospects in the marketing pond? The first step involves creating enticing bait. First, you need to understand the habits, characteristics, preferences, needs and wants of your target audience. Researching this information will help you develop your hook. The following websites can provide some brief insights on your audience base:
To hook your prospects, you must not only have interesting baits but you must also keep throwing your hook into the marketing water over and over again. Use hooks that entice and tease your audience in order to get them to know more about your business, products, or services.