Whether you’re the owner of a startup e-commerce store or a multinational firm with 100s of employees, finding ways to generate your leads is critical. In our highly competitive times, it’s not good enough to sit back and wait for customers to come to you; you must work to attract their attention and encourage them to stick around when they eventually click on your site. Unfortunately, that’s not as easy as it sounds; it’s an area where many fall flat on their faces.
Fear not. To give you a helping hand, I have rounded up some of the best marketing ideas to consider if you want to double your leads and take your business to the next level in 2019…
1. Exit Intent Pop-Ups
As annoying as they may seem, exit intent pop-ups really do work. If your visitors are already on their way out, then why not tempt them back onto your website or encourage them to sign up for your mailing list with a carefully crafted pop-up?
If you’re considering an exit pop-up for your website, focus on choosing quality graphics and imagery that aren’t generic, A/B test your copy and consider personalization, and experiment with whimsical elements to add interest and encourage users to double-take.
Struggling to know where to start? Use exit intent software or see what your competitors are doing. A/B test until you’re happy with your conversion rates.
2. Content Upgrades
Content upgrades certainly aren’t a new thing in the marketing world, but as consumers grow increasingly cautious about handing over their email addresses and other personal data, it’s more important than ever to go above and beyond.
Rather than locking half of your content behind a subscriber box, make your content the real lead magnet, and offer additional value to users who might be interested.
A blog post on how to administer medication to your cat, for example, could be upgraded with free video tutorials or downloadable time sheets, whilst a business consultancy firm might publish content about getting lean, and offer resources on firing redundant employees or negotiating cheaper supply chains.
It’s important that you offer as much information for free and without barriers, and use upgrades as additional extras, or visitors will bounce back to Google and look for content that doesn’t look like a lead magnet.
3. Sharing Case Studies
Case studies are always going to prove an effective lead generation tool, but the ways in which you present your case studies may have to change.
Today’s savvy consumers want to see case studies that mean something to them; case studies concerning people like them. If you want to increase conversions, then take a look at your current case study page and look for gaps in the market – perhaps you’re looking to target startup businesses but your studies only concern multinational firms, or vice versa?
Whilst I’d never suggest that you bend the truth with your promotional materials, there are ways to tailor case studies to suit your target audiences, so get experimenting and see what you come up with. And whilst we’re on the subject, it’s time to get creative.
500-word blog articles showing off your success stories will not cut it.
Create landing and lead-generation pages that showcase your case studies, use interactive elements to allow users to find a study most relevant to their niche, and consider video content – a testimonial from a satisfied client is going to convert more than plain text.
4. Interactive Calculators and Quizzes
Whilst most companies are beginning to push into video after realizing 82% of all web traffic will be video by 2022, some savvy marketers have spotted an additional gap in the market: a need for quality, engaging interactive content.
The truth is that we’re posting more articles, social media updates, YouTube videos, case studies, testimonials and white papers than ever before, and whilst they’re good, the market is saturated with high-quality content, and there’s only so much ‘skyscraper-ing’ you can do.
Rather than reinventing the wheel with the Longest, Greatest, Most In-Depth, Awesome, Growth-Hacking article in your niche to date, experiment with different content formats.
Calculators and quizzes are more expensive than crafting a blog post (you’ll need to create graphics, outsource development, etc), but they offer high returns on investment and create valuable, linkable content that will convert.
Be mindful of the interactive content you create. If you’re sensible, stick to evergreen content that will generate leads for years to come; expensive time-sensitive content may be wasteful.
5. Audits, Consultancy, and Trials
Giving something away for free isn’t always going to bring dividends, but it’s much easier to get potential customers to hand over information if they’re getting something in exchange.
Whether you sell clothing, software or business services, consider a ‘hook’ to entice potential leads into signing up on your website. You could offer a free trial of your premium next-day delivery service, a business audit to suggest efficiency improvements or a ten-minute phone call where you can get to know your client and recommend your consultancy services.
Sure, you’re going to need to put in the work before you convert visitors into leads, but even if only 10% of interested parties convert into long-term clients, you could be on to a winner.
6. Push Notifications
Push notifications are one of the best ways to attract potential leads and indeed encourage existing customers to buy from you again.
You can send appropriate offers and deals based on their user behaviour.
Abandoned shopping carts, for example, could be a thing of the past if you send targeted push notifications that encourage users to complete their purchase.
On top of that, time-sensitive and FOMO offers can be pushed via personalized notifications to increase sales and sign-ups during quieter periods of the year, but you should remember that not everyone is going to agree to notifications on your website.
If you’re looking to find leads via a mobile app or a web browser, be mindful of frequency – too many notifications, and they’ll uninstall or remove your app or website from their browser.
7. Smart Calls to Action
Smart calls to action are a great way to display the right messages to the right visitors at the right time. They sound complicated, but tools such as HubSpot allow you to create dynamic CTAs that change depending on who is visiting your website.
A returning customer to your website, for example, could be shown a promo of your new services, whilst new visitors that come directly from a Google search could be shown a personalized, targeted advertisement or call to action that’s specific to their search to increase engagement and drive more leads to your inbox.
These smart, dynamic CTAs require ongoing testing and tweaking, although if you’re operating in a competitive and high-traffic niche and want to reduce bounce rates and turn every click into a thousand-dollar customer, it might just be an option to consider.