7 Tactics for Better Lead Conversion
Rendering more conversions requires more than asking people to “like” your content or product. A solid strategy is needed to optimize the sales funnel from initial content through to sale.
Below are some lead generation tactics you can use to help increase sales by improving the number of conversions:
Tactic #1: Customize Your Content
One of the biggest challenges with lead generation is the diverse social network behavior of your target audience. Some may prefer seeing content on Facebook, while others may favor clicking posts from LinkedIn. So, how do you work out a strategy that will cater to a variety of needs within your audience?
Unfortunately, there is no shortcut to this dilemma. Others will decide to post the same content to both platforms. Nonetheless, your content must fit the tone of the website if you want your lead generation strategy to take you somewhere. Tailor your post for each network, and you’ll do better in making your meeting the needs of your target audience and get more conversions to increase your marketing ROI.
Tactic #2: Customize Your Content for Each Network
One of the most complex challenges that most advertisers face with Social Media Lead Generation is the variable nature of audience behavior across social media platforms. Each customer is different, some will prefer to interact with your brand on Facebook, while other potential customers prefer to share content they find on Google Plus or Linkedin. A simple method of firing off the same message across multiple channels can be damaging to your brand’s reputation, especially when reaching a multitude of people is key! This is why some advertisers find interacting with customers across the top social networks daunting and tiresome.
Sadly, there is no way to reduce the complexity of the customer landscape in social media. As stated earlier, some advertisers will merely post similar content to all platforms; however, this approach does more to hurt your brand because the repetitive message translates into noise. Therefore, the tone and structure of your content should work for the site where you hope to generate more leads. Take the time to tailor your post to the specific networks and your brand will reap the rewards of a higher conversion rate and return on investment (ROI).
Tactic #3: Automate Lead Generation and Nurturing
The number one tool you have to employ if you are trying to grow your business through digital advertising is an auto-responder. Without one, success in this space is tough. An auto-responder allows customers to “opt-in” for news and updates from your organization and facilitates future communication with potential customers. Over time, these tools enable you to focus your attention and efforts by segregating qualified and unqualified leads.
Auto-responders are easy to use and employed by advertisers of all sizes. It doesn’t matter what type of business you are trying to run; an auto-responder will provide immense value. Some of the most attractive and easy to use auto-responders are:
Aweber – An all-in-one tool that provided deep analysis of subscriber behavior and can assist with lead generation by providing fully customized sign-up forms and email subscriber behavior monitoring.
iContact – This tool enables customers to import large amounts of contacts from a variety of sources.
InfusionSoft – enables the creation of complex rules based on how customers interact with your messages.
GetResponse – Affordable tool with an easy-to-use interface. Allows for users to distribute messages based on time-based rules.
Tactic #4: Use Inbound Links to Drive Traffic
Any Internet Marketing expert will tell you that link building is a vital part of improving your overall ranking. The challenge for most marketers is getting high-quality sites to link to their content. Chuck Price talks about his favorite approach being the creation of a resource center. This approach allows site owners to exchange links with high authority sites without reducing content quality.
Tactic #5: Maximize Your CTA’s
A good Call to Action (CTA) is more than pretty words. A well crafted CTA will entice your target audience to act. When crafting CTA’s you want to think about how you can optimize your CTA to transform your website into an actionable funnel where you lead customers down predictable flows.
A good way to do this is to format your blog posts as content-rich landing pages that align with a desired customer action or response. When done in this way, your CTA button serves as a beacon that guides your visitors towards the specific action you want them to take after reading your post. It’s best when these actions are small steps such as subscribing to your newsletter or responding to a poll or survey. The most important thing to remember is that your CTA needs to tie to a benefit for your customer. If you can succeed in doing this, you will be surprised how effective a simple CTAs can lead to higher conversions and sales.
Tactic #6: Testimonials and Trust Go Hand in Hand
REAL Trust signals play a major role in converting visitors into buyers. This is why testimonials are s powerful as a marketing tool. The idea that someone else trusted your product and was happy with what was delivered speaks volumes to potential customers; however, it is often easy to sniff out a fake testimonial. These days, potential customers are more likely to trust rich media solutions because audio and video are harder to fake. Accompanied by notable and credible industry partners, testimonials and trust seals can do a lot to help your seal the deal with a sale.
One note of warning, you have to be careful when deciding what trust seals to incorporate into your website. Adding a seal that shows customers that they have a “customer guarantee” is highly recommended. When your site can’t provide this, it’s nice to add something to your FAQ detailing why a “guarantee” is not provided. You can also showcase awards, accreditations, and notices of industry recognition to demonstrate that your company is legitimate and does good works.
Tactic #7: Invest in Good Site Design
A study from the Oxford Journal speaks to how sites with good UX design are being ranked higher in search engines. As search engine algorithms get smarter, we should expect for UX design to become more important to overall site ranking.
The goal of UX design is to enrich the “User Experience” (UX) which will result in higher customer satisfaction and loyalty as website utility & ease of use increase, thus directly increasing the pleasure provided through interactions with the Internet site.
Clean, fast loading code, SSL certificates, engaging sales copy all help to convert visitors into subscribers. When thinking of your website, consider Pareto 80:20 rule – focus on the 20%of content that will result in engagement from 80% of your customers. Keep fluff material to a minimum, and draw attention to the minimum required.
This will minimize the “scattering” of the visitor’s attention. There is a reason they landed on a particular page of your site. Remain attuned to your customers needs and tailor your imagery, links and other signals to appeal to their needs, wants and desires.
When at a loss remember, a successful content marketing strategy should be able to engage, entertain, entertain and convert visitors into loyal customers.