Posted by lkolowich
It's been years since the power's shifted away from marketers and advertisers and in favor of Internet consumers. Now more than ever, people are empowered to choose their own experiences online. They're actively avoiding ad content - and instead of living by advertisers' rule books, they're deciding what to click on, what to read, what to download, and what to buy … and what not to.
And they have a lot of choices.
When inbound marketers like us are looking to generate more leads from our website, we need to think not just about how to capture people's attention, but how to capture it in a way that makes people want to learn more from us. A smart lead generation strategy includes creating valuable offers and experiences that fit seamlessly into the context of what people already like and want to do online. It's the consumer's world; us marketers are just living in it.
People read calls-to-action that say things like “Sign up here!” as basically synonymous with “We're gonna spam you.” If you're recycling these same old lead generation tactics over and over again, it's quickly going to become white noise. But calls-to-action that fit into the context of what a person's doing already? That's smart marketing.
If you want to increase the conversion rate on your website, you need to get smart and creative with your lead generation tactics. Asking for blog subscriptions and gating high-quality content like comprehensive guides, ebooks, and whitepapers behind landing pages still works, but you have to be smart about where you're offering them on your website. And they shouldn't be your only lead generation plays.
There are many ways to get creative with lead generation to make sure you're reaping the benefits of the traffic you're working so hard to get. Here are some lead generation ideas for B2B and B2C marketers to try. Test them out, tweak them according to your audience's preferences, and share your own ideas you have in the comments.
1) Put your calls-to-action in people's natural eye path.
CTA placement can have a profound effect on the number of leads you're generating from your site. And yet, not many marketers are spending a whole lot of time thinking about, testing, and tweaking CTA placement to optimize their conversions. Many claim that as long as they place their primary CTA above the fold, they're good to go. (Side note: Even though putting primary CTAs above the fold is often considered a best practice, even that is still up for debate.)
Start your CTA placement tests by putting them where people's eyes naturally go on a webpage. An eyetracking study found that when people read a webpage, we naturally start by looking in the upper lefthand corner of the page, and then move our eyes in an F-shaped pattern.
[Image credit: Nielsen Norman Group]
Here's what that looks like:
[Image credit: Envato Studio]
You can capitalize on this natural eye path by placing important information in these key spots. Here's an example of what that might look like on a website:
[Image credit: Envato Studio]
Notice how the business name is placed in the top left, which is where a person would look first. The navigation bar takes over the #2 spot, followed by the value proposition at #3 and the primary CTA at #4.
Does this order look familiar to you? When you're browsing the web, you might have noticed that many of them put the primary CTA in the top right corner - in that #2 spot. Here are a few real-life examples:
In the last example from BarkBox, you'll notice that the secondary CTAs still follow that F-pattern.
Keep this in mind when you're placing your CTAs, especially on your homepage and your other popular webpages - and don't be afraid to experiment based on how it makes sense for your own marketing story should be told.
2) Use pop-up and slide-in forms the right way.
Pop-ups have been vilified in the last few years - and quite understandably, too. Far too many marketers use them in a way that disrupts people's experience on their website instead of enhancing it.
But pop-ups do work - and, more importantly, when they're used in a way that's helpful and not disruptive, they can be a healthy part of your inbound strategy. So if you're wondering whether you should be using pop-up forms, the short answer is yes - as long as you use them in an inbound-y way. First and foremost, that means offering something valuable and relevant to the people visiting that site page.
When you're considering what type of pop-up to use and what action should trigger them, think about how people are engaging with your pages. When someone reads a blog post, for instance, they're typically going to scroll down the page to read the content. In that case, you might consider using a slide-in box that appears when someone's scrolled a certain percentage of the way down the page.
Here's a great example from a post on OfficeVibe's blog about how managers gain respect. While I was scrolling, a banner appeared at the bottom of the screen offering me a live report of employee engagement - an offer that was perfectly relevant, given the post was aimed at managers.
It felt helpful, not disruptive. In other words, it was a responsible use of a pop-up.
Similarly, someone who's spending time reading through a product page might find value in a time-based pop-up that appears when a visitor's been on the page for a certain number of seconds, like this one from Ugmonk:
The most important takeaway here is to align what you offer on a pop-up with the webpage you're adding it to, and make sure it's actually adding substantial value.
If you're looking for a good free tool to get started with inbound-y pop-up forms, I'd recommend you try HubSpot Marketing Free. We built the Lead Flows feature within this free tool to help marketers generate more leads across their entire website without sacrificing user experience.
3) Add anchor texts to old blog posts that align closely with your gated offers.
It's common for business bloggers to add an end-of-post banner CTA at the end of every one of their blog posts, like this one:
In fact, you might already be including CTAs like this on your own business blog posts. At HubSpot, we include an end-of-post banner CTA on every single one of our posts, and we also add slide-in CTAs to blog posts that prove themselves to convert visitors into leads at a high rate via organic traffic.
But let's admit it: At first glance, these types of CTAs look a little bit like ads, which can result in banner blindness from our readers. That's why it's thanks to a recent study conducted by my colleague Pam Vaughan that our blogging team has added one more, highly effective lead generation tactic to their arsenal: anchor text CTAs.
In Vaughan's study, she found that anchor text CTAs are responsible for most of our blog leads. On blog posts that included both an anchor text CTA and an end-of-post banner CTA, she found that 47–93% of a blog post's leads came from the anchor text CTA alone, whereas just 6% of the post's leads came from the end-of-post banner CTA.
What's an anchor text CTA, you might be wondering? It's a standalone line text in a blog post linked to a landing page that's styled as an H3 or an H4 to make it stand out from the rest of the post's body copy. On HubSpot's blog, we'll typically put an anchor text CTA between two paragraphs in the introduction, like this:
What makes anchor text CTAs so effective? Let's say you search for “press release template” in Google, and you click on the first organic search result - which is currently our blog post about how to write a press release, which I've screenshotted above.
As a searcher, the next thing you'd probably do is quickly scan the post to see if it satisfies your search. One of the first things that'll catch your eye is an anchor text that reads, “Download our free press release template here” - which happens to be exactly what you were looking for when you searched "press release template." There's a pretty good chance you're going to click on it.
This is where relevancy becomes critical. The anchor text CTA works really well in this case because it satisfies the visitor's need right away, within the first few paragraphs of the blog post. The more relevant the anchor text CTA is to what the visitor is looking for, the better it'll perform. Simply adding an anchor text CTA near the top of every blog post won't necessarily mean it'll generate a ton more leads - and frankly, you'll risk pissing off your loyal subscribers.
If you decide you'd like to experiment with anchor text CTAs, be selective about the posts you add them to. At HubSpot, we typically add them to old posts that rank well in search. We purposely limit our use of anchor text CTAs on brand new posts - because most of the traffic we get to those posts are already leads and some of the biggest fans of our content, whom we want to have the best possible user experience. (You can read more about anchor text CTAs here.)
4) Support the launch of a new campaign with a launch post and other blog posts on related topics.
Every time you launch a new marketing campaign, posting the good news on your blog should be a key part of your launch plan. It's a great way to let your existing subscribers know what new content, products, and features you're putting out there, and it also helps introduce these launches to brand-new audiences.
At HubSpot, we've found the best strategy for promoting campaigns on the blog is to write one official launch post, followed by a handful of follow-up posts that are relevant to the campaign but are written in the style of a normal blog post. We typically scatter these follow-up posts over the weeks and months following that initial launch.
When done correctly, launch posts and their supporting blog posts have very different formulas:
- A launch post is between 150–300 words long. It includes a captivating introductory paragraph on the general topic or pain point the campaign is about, followed by a paragraph or two describing how the offer can help and a list of 4–6 bullet points on what the offer includes. It includes one or two in-line text CTAs leading to the campaign, followed by a banner CTA at the end of the post.
- A supplemental blog post can take on any post format and length typical of what you'd normally publish on your blog, such as a how-to post, a list-based post, or a curated collection post. It includes an end-of-post banner CTA leading to the campaign, and an anchor text CTA in the introduction, if applicable.
Let me show you an example. Earlier this year, HubSpot partnered with Iconosquare to write an ebook on how to use Instagram for business. A few days after we launched the offer online, we published a launch post on HubSpot's Marketing Blog specifically promoting it to our own audience. Here's what that launch post looked like:
Notice it has a brief introduction of the topic, an introduction of the ebook as a helpful resource, a bulleted list of what's inside the ebook, two in-line text CTAs pointing toward the ebook, and an end-of-post banner CTA.
Once we published that initial post, we published a series of follow-up blog posts about the same topic - in this case, Instagram for business - that supported the launch, but promoted it much more subtly. These posts covered topics like:
- “17 of the Best Brands on Instagram Right Now”
- “How to Edit Instagram Photos: A Step-by-Step Guide to Using Instagram Filters & More”
- “48 Instagram Stats That'll Help You Improve Your Posting Strategy”
In each of these cases, we used keyword research to find long-tail keyword phrases related to our offer topic, and then wrote blog posts related to those highly searched terms and included CTAs to our offer.
The goal here? Both to expose our own audience to more content related to the offer and to expose our offer to a new audience: specifically, people who were searching for related topics on search engines, as we've found visitors who find our posts through organic search tend to convert at higher rates.
When you're planning out your next campaign, be sure to include both a launch post and supportive, follow-up blog posts like these - and plan them all out using a blog editorial calendar like the simple one HubSpot's blogging team uses with Google Calendar.
5) Use social media strategically for lead generation.
Top-of-the-funnel marketing metrics like traffic and brand awareness isn't all social media is good for. It can still be a helpful - not to mention low-cost - source for lead generation.
In addition to promoting new blog posts and content to your Twitter, Facebook, LinkedIn, and other social sites, be sure to regularly post links to blog posts and even directly to the landing pages of offers that have historically performed well for lead generation. You'll need to do a lead generation analysis of your blog to figure out which posts perform best for lead generation.
When you link directly to landing pages, be sure the copy in your social posts sets the expectation that clicking the link will send people to a landing page, like Canva did in this Facebook post:
Contests are another way to generate leads from social. Not only are they fun for your followers, but they can also teach you a whole lot about your audience while simultaneously engaging them, growing your reach, and driving traffic to your website.
In addition to posting links to lead generation forms, you'll also want to make sure you're using the real estate for lead generation that's available to you on the social networks that you're using. On Facebook for example, use the feature available for Pages that lets you put a simple call-to-action button at the top of your Facebook Page. It can help drive more traffic from your Facebook Page to lead generation forms like landing pages and contact sheets.
Here are more lead generation tips for Facebook, and for Twitter.
In addition to optimizing your webpages and social presence for leads, always be looking for opportunities to increase the traffic of your highest-converting pages by optimizing these pages for the keywords they're already ranking for, and linking to these pages internally and externally.
I hope this list has helped spark some ideas for lead generation tactics to test for your own audience. If you've tried any of the tactics I've listed above, tell us about your experiences in the comments - and feel free to add more ideas to the list.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
No comments:
Post a Comment