Welcome to The Journey.
Today, we're gonna talk about how to create a lead generator
for your business.
"Find leads," they said.
"It'll be easy," they said.
Well, if you've ever tried tackling lead generation
for your website, you know that this is not the case.
Aggressive sales pitches and commercials
were effective a few years ago, I recall them.
But having quality content
is becoming more important to engage customers.
Your audience no longer wants you to buy their attention,
they want you to earn it.
This means if you want ongoing work,
you need to attack lead generation
with a diversified list of methods.
But, why do you actually need lead generation?
Well, when a potential client is looking
for something that they need
and your website distinctly grabs their attention,
the chances of conversion shoot up sky high automatically.
Lead generation is a must
to stay competitive in this market.
It also contributes to a better return on investment
by being the cheapest direct marketing method.
Equality and funneled lead generation process
will definitely make it easier on both the client
and the business side of things,
getting exactly what they need online.
Online lead generation encompasses a wide range
of tactics, campaigns, strategies, depending on
the platform on which you wish to capture the leads.
But what channels should you use
to promote your landing page?
Let's talk about the front end of lead generation,
lead gen marketing.
One of the best ways to generate leads through your website
is through the actual content of the website itself.
It's a great way to guide users to a landing page.
Typically, you create content to provide visitors
with useful, free information, such as an e-book
or an exclusive video series or email series,
something that you can give them that adds value to them.
What I do as a web designer
is I'll create dedicated landing pages
for whatever free value I'm offering
through this lead generation,
usually it's either a consultation
or that little e-book checklist series
of like optimizing your website.
But I use that to delight my visitors
with that free value and in return,
they're paying me with their contact information
that I can use to start adding on my own marketing funnel.
Let's talk about blogs.
I love blogs.
And the great thing about using your blog post
to promote an offer is that you can actually tailor
the entire piece to the end goal.
So, let's do an example.
Let's say, for example, you offer an instructional video
about how to make some pizza.
Then you can write a blog post about that,
how to make the best deep dish pizza in your own kitchen,
which would make your CTA, your call to action,
highly relevant and easy to click.
You can also use social media
to generate leads for your business.
So, social media platforms make it super easy
for a visitor to take action on a post.
From the swipe up option on Instagram stories,
to Facebook bio links, to even Bitly URLs,
so it's shorter to click on Twitter.
But you can boot your offerings on social media posts
and include a call to action to those landing pages
or offer forms, or even just the offer itself.
Ads and retargeting.
What's that about?
Well, the sole purpose of ads and retargeting is
to get people to take action, right?
Otherwise, why spend the money?
And if you want people to convert,
be sure that your landing page
and the offer match exactly what is promised.
Oh, that drives me nuts when that's not the case.
And then that the action you want the users
to take is crystal clear.
Now, let's start to jump into some
of the different strategies that go behind lead generation.
Now, online lead generation encompasses a wide range
of tactics, campaigns, and strategies,
really depending on the platform on which you use
to really capture those leads.
Whatever channel that you use to generate leads,
you'll want to guide users to your landing page.
As long as you built a landing page that converts,
the rest will handle itself.
So, Emma and I are gonna break down some
of different lead generation tactics.
Emma, take it away.
All right, thanks for the TF, Nealey.
Be sure you link your CTA to a dedicated landing page.
Now, you might be thinking, "Hey, this is super obvious,"
but you'd be surprised how many marketers
don't create a dedicated landing page for their offers.
Now, CTAs again, call to actions,
are meant to send the visitors to a landing page
where they can receive a specific offer.
And please, please, please don't use these call to actions
just to link people to your homepage.
There's way too much going on in your home page,
too many directions to go to, it's not focused.
Even if your CTA is about your brand or product
perhaps not even offer at all, like a download,
you should still be sending them to a targeted landing page
that's relevant to what they're looking for
and include an opt-in form too.
And if you have the opportunity to use the CTA,
send them to a page that will convert them
into a lead versus just letting them run around
the playground of your website
and hope they end up in your marketing funnel.
Also, be sure to utilize SEO for your website,
so search engine optimization.
Lead generation is all about identifying potential customers
for your services or your wonderful products.
And lead generation in the 21st century
should include SEO, absolutely.
By optimizing your website with the right keywords,
you can not only attract visitors, more customers,
you can attract qualified visitors.
So, with the right SEO approach,
you can attract qualified leads.
And if you have the time and desire, you can go the DIY,
do-it-yourself approach and save some money.
The thing I love about SEO is
that it's an even playing field.
I mean, sure your competitors might be able
to invest more into SEO, but they can't buy themselves
into the number one spot for organic results.
But SEO isn't exactly known for being a quick process.
Depending on the keywords you're targeting,
it could take six, maybe 12 months
to start seeing significant progress.
Now, keyword research and content creation can prove
to be quite time-consuming
if you're managing it all yourself.
So, if you opt to hire an SEO specialist instead,
check out the video that we did on that.
And bring in local leads by targeting your region.
Google's priority is to generate trustworthy,
accurate search engine results for its users.
And while distance might not be a factor
for some business types, clients often trust
and prefer a local business, I know I do.
It's a great point.
And you'll also wanna make sure that you look
at your site's conversion strategy.
So what happens after a visitor lands on their page?
There's no point in driving leads to your websites
if they don't convert.
First names, last names, phone numbers,
emails, you want it all.
Get it by offering something they want,
like think about your target audience,
what problems do they have and what piece of content
that you can create to help them solve their problems.
And it might be even content that you've already created.
What I like to do is repurpose a blog post
and make it into an e-book.
That way it's not a lot of heavy lifting with me,
but I can see that the awesome blog post
that I have that has one of the most,
the highest number of visitors, is helping out my audience,
so I'll create a little lead gen there.
But whatever that is, you wanna make sure
that it's solving their problems.
But perhaps further down the sales funnel
they are ready to contact you directly, make it easy as pie
with a strategically placed call to action.
On our website, we have CTAs on almost every page
with copy that encourages you to contact us
for help and support.
But, when you build a website around conversion,
your website stops being a brochure
and starts being a sales funnel.
You'll also notice a decrease in bounce rates as well
because your site's optimized to get them
to the next point in time with your website.
Yeah, so be sure to keep track of your contacts in a CRM.
This is important once you're generating leads, congrats,
you wanna make sure that you keep them organized.
You don't have to shell out a ton of money
in order to do this, but, you know,
upgrade from those Excel spreadsheets,
there's actually a number
of very reasonably priced CRMs.
And last here, you wanna make sure
that your messaging is consistent
and you deliver on your promise.
The highest converting lead gen campaigns are
the ones that deliver on what they promised
and create a seamless transition
from ad copy and design to the deliverable itself.
Make sure you're presenting a consistent message
throughout the entire process that provides value
to everyone that engages with your lead capture.
So, like Nealey said,
making sure that your messaging is consistent.
So just make sure all your aspects
of your lead gen match up on your website
and your blog and within your product.
But hey, Rome wasn't built in a day.
It's okay to take your time and get it just right.
Business expansion is directly connected
to finding new clients and making them happy.
Let's face it, you won't have customers
without leads in the first place.
This is why lead generation plays an important role
in the digital age.
With great lead generation strategies,
you'll have potential customers, and as a result,
you'll be making money.
It's as simple as that.
All right, that's a wrap.
You just learned how to create a lead generator
for your business.
Be sure to like this video and comment below.
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This is The Journey, we'll see you next time.