Some people say: „Marketing Automation isn’t for me, because I don’t have enough leads”. But that’s exactly why you need Marketing Automation! It will help you grow your audience and acquire new contacts. Increase the traffic and turn anonymous users into loyal customers!
See how to use Marketing Automation to Lead Generation and how to monitor efficiency of the actions.
The magnet
One of the ideas to get access to customer data is to offer valuable content in exchange for contact. Such content, sometimes called “the magnet” or “the hook”, must grab user’s attention, so it must be precisely tailored to users’ needs. Hence deep understanding of your target is vital.
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Developing Buyer Persona
To prepare magnet for your leads, and to know what will motivate users to download, you need Buyer Persona – precise profile of your ideal customers to help you shape your communication – let you know to what values and problems should you refer, what to take into consideration, what type of content to choose.
Right type of content
You can choose from the following forms:
– ebook
– webinar
– exclusive video, available after login
– quiz
– report
– case study
– how-to manual
– infographics
– simple helpful tool (see example below)
– audio materials, podcasts
– Samples or free trial
Example: Headline Analyzer
CoSchedue, offering solutions for content marketing, created Headline Analyzer – a simple tool for marketers that helps assess the emotional value of your headline. You simply paste your headline into the box and let algorithm analyzes its power, sentiments it arises, its length and other features. It work a bit like a similar tool from AMI.
The tool is perfectly tailored to the target market (content creators devote a lot of their time to craft headlines and are happy to see any support by that). Although it’s not a perfect recipe for killer headlines, it can be a great support at marketer’s everyday work.
Pop-ups
The truth is that everybody hates pop-ups and yet they’re extremely effective at lead generation. Just obey a couple of rules.
Don’t display a pop-up to a user who has just entered your website. Give her a moment to look around, learn or remind herself who you are and what do you offer. If user doesn’t know who you are, how can she give you her data? She has no reason to do so.
Also use a pop-up when user is leaving your website.
You can precisely address your pop-ups with Marketing Automation software, and make targeted creations for specific user (e.g. anonymous visitors with high scoring).
Personalize contact forms
One size fits all approach is dead. Don’t make all your users fill the same form with dozens of fields. The masters of personalized contact forms, Rainbow Tours, a tour operator, displayed contact forms partly filled with desired destination and its photo (data gathered from user’s behavior), so user just needed to write in her email address. That personal touch made contact forms seem more useful and
The practice increased lead generation from the website by 45%.
Progressive profiling: don’t hurry
Take a look at the phone numbers you got from your contact forms. How many of them are fake, like someone deliberately wrote the random numbers to get access to your material, but didn’t want to be contacted by phone?
People don’t like rushing into new relationships, and giving someone their phone number sounds like a pretty serious move. Let customers know you and then decide.
That’s why progressive profiling is such a good option: it enables you to tailor your contact forms to the engagement of the user. If someone visit your website for the first time, you don’t ask detailed contact information, but with each new downloaded piece, you expect more data. Such method enables you to gain as much as possible from your leads: you ask a little bit from the ones who are just starting to learn you, and demand more from more advanced users.
Lead Generation Metrics
How to monitor lead generation actions to indicate most effective ones? Here you have some most often used metrics.
- Amount of Sales Qualified Leads,
- ROI,
- Cost per lead,
- Sales closing rate,
- Cost per customer.
Crucial rules of Lead Generation
Let’s sum up. How to increase your Lead Generation?
- Develop a precise image of your customers (Buyer Persona).
- Basing on that create materials useful and valuable for your customers.
- Use pop-ups. Wisely.
- Personalize contact forms
- Use progressive profiling
- Measure performance.
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