For effective lead generation and lead nurturing, you need to create offers your audience finds valuable, calls-to-action to drive them there, a landing page to convert them, and a form to gather their information.
Your strategic marketing objectives boil down to one basic mission: to generate a high volume of quality leads. But productive lead-generation and -nurturing campaigns consist of many interconnecting layers. It can get complicated quickly.
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Content marketing, when done right, is an inexpensive, extremely effective way to generate and nurture leads. But, as I recently wrote, even the best content marketing strategy won’t do you much good if your website stinks. You have to have certain tactical elements for lead generation and lead nurturing in place in order to convert the growing number of visitors into your website in to sales leads.
For this reason, I’ve written a series outlining the said tactical elements and best practices for each. We’ll post them to this blog over the next week for your reading pleasure, so stay tuned. In the meantime, here’s an overview of the 4 components of effective lead generation and lead nurturing.
4 components of effective lead generation and lead nurturing
1) Something to offer
Firstly, you need something to offer your audience that they will perceive as high in value. That means you must offer them information, expertise, or entertainment that they cannot (easily) get elsewhere. Here’s where content comes into play.
Depending on what will best serve the particular information you’re presenting, valuable content offers could be industry reports, guides, infographics, free consultations, product demonstrations, or discounts. It’s crucial that this content be impeccably researched, written, and presented.
2) A call-to-action
A call-to-action is exactly what it sounds like. You invite/tell your audience to take action to receive your high-value offer. It can be a line of text, an image, or a button. In any format, the call-to-action links the potential customer to a landing page to download what you have to offer.
3) An awesome landing page
When your potential customer reaches your landing page, where your content can be downloaded, he or she has already demonstrated interest in your brand by engaging with your call-to-action. What they find on the landing page should assure them that they made the right choice, and that the content they are about to download is going to relevant, interesting, and valuable.
4) Forms to gather the lead info
Think of this whole process as a bargain: The prospect gets your high-value offer, packed with the valuable content you’ve created. And you get his/her contact information. The form is the means by which you will obtain that contact information from the prospect.
Asking for the right information is key. This is what gives you the tools to begin the lead nurturing process. We’ll get more into this in our next posts.
Over the next several weeks, we’ll explore each of these four components of effective lead generation and lead nurturing in detail. We will guide you through the principles of creating and optimizing offers, calls-to-action, landing pages, and forms so that you can generate and nurture the increasing number of leads that are visiting your website.
Related posts:
- Lead Nurturing, like Dating, Requires Time and Trust
- Facebook Lead Ads: Why Your B2B Business Should Use Them
- 5 Tips to Generate More Leads on Your Website
