In Marketing

Generating continuous leads is the lifeline of a business. It is imperative to generate “quality leads” in the world of educated buyers. Kaartik Iyer from YourStory.com has 4 best practices to get your website aiding in building leads for you.

According to a report from Hubspot, 63 percent of marketers say generating quality leads is the biggest challenge for them. The first thing that one needs to get found online, and build trust, is a strong lead generation process.

Here are four tactics to keep in mind for your lead generation strategies:

  1. Email marketing

Email marketing is one of the most important, and high conversion channels to generate leads. However, many businesses are not effectively utilising this channel.

According to a Marketingprofs report, 15 percent of marketers surveyed say their company still does not regularly review email opens and clicks, and only 23 percent say they have integrated their website and emails to track what happens after a click.

A lot of businesses still use traditional email blast techniques to generate leads. These techniques are outdated and do not work in the current context. A main contributor to the growing email success rates is marketing automation.

Marketing automation tools sync up with the CRM to automatically send highly targeted and personalised emails to your website visitors.

There are plenty of marketing automation tools available in the market, however, if you don’t want to invest tons of money, you can turn your wordpress website into a marketing automation machine using plugins like inboundnow or orbitr.

You can personalise your content and emails to specific customer segments that you target and can provide additional value to the reader by emailing them new ebooks or white papers that may lead them to contact your company.

You can continue to nurture your audience using workflows, triggered newsletters, and lead nurturing campaigns. The end goal of marketing automation is to convert visitors into customers.

  1. Content marketing

Content is definitely the king and much-needed for all your marketing and lead generation efforts.

According to Demand Gen Report, 96 percent of B2B buyers want content with more input from industry thought leaders.

You can create lead magnets or offers like ebooks, templates, reports and guides that are locked so that a visitor will receive them only when their contact details are submitted in the form. B2b businesses often benefit from these, and definitely shouldn’t overlook trying them out.

Regular blogging is also a way to be in front and center of your targeted audience. Create detailed insightful blog posts that provide thought leadership to your target audience, and answer all those questions that they’re likely to ask at some point in their journey as a buyer.

You can also try video content as it is becoming more popular nowadays for viewers who don’t want to read loads of text.

-Kaartik Iyer

To read the last 2 techniques for getting your website to help with lead generation, click here to access the full article.

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