There is nothing better than turning visitors into leads for your business. And, most people think that adding a simple popup is what they need to get that done. Right?
Sadly in 2019 things aren’t going to remain this easy.
There are too many businesses competing for the same space. And, with limited space available for each website ranking for the same keyword, the demand has increased drastically.
This means more people are going to click the same websites that are already ranking for that keyword and increase its value even more in the eyes of Google.
Quick Sprout, a website focusing on CRO, says that the reason this happens is because these websites are getting ranked because of them being viral.
They have a high CTR, and they get traffic from multiple sources such as social media, newsletters and many more.
When this happens, many small companies that have just started their business, think that they can’t compete with the bigshots.
While that is true if you don’t have heavy budget and are not focused on lead generation, but there are many other ways to get even more leads.
In this article, we will discuss how a small company can establish itself on digital media and generate buzz and then turn it to leads to reap the most profit.
Before, we discuss that, it is important to understand what actually is buzz and how do you generate it.
Let’s get started.
Buzz is anything that makes people talk about a particular topic. Now, creating buzz isn’t easy, but there are some ways that can help generate more buzz about your topic.
According to Mark Hughes, Buzz Marketing, there are six buttons that can create buzz. These are:
Lead Generation is one of the most used digital marketing techniques. Without leads your business won’t survive. You won’t be able to sell your products and in just a few days you will have to shut down the business. So, what is the solution? Create a lead generation funnel and link it to the content that creates the most buzz.
First, you will have to attract visitors to your website through blog posts, social sharing, and paid promotion. You can try any tactic that you can think of but mostly it is all about content marketing being done the right way.
Once you have the visitors coming to your website, it is time to turn them into leads. Now, you will give them something of value. It can be an infographic, an ebook, a free trial, a course, or just a content lock that they can open by giving their email address.
The information obtained from the visitors is called a lead.
Now that you have the lead, now what? You must be having this question now that you have set up the funnel. The problem is that many newcomers have no idea how they can turn their leads into successful customers. This is a trial and error process but eventually works.
Most leads won’t buy your products. That is why you need more leads and even more visitors. In most cases, the lead to conversion ratio is only 2.5%. It can vary from industry to industry. Most tech products have higher conversion ratio. Also, products that are under $50 have a higher conversion ratio, while those that are in thousands of dollars have a lower conversion ratio. But the average is 2.5%. Aim for that.
Let’s say you have 1000 visitors reading your blog and you get 100 leads. Now, it is possible that around 3 people will buy your products. This means you will have to repeat the cycle and aim for more leads. The more leads you have the more chances you get of converting those leads and earning higher profits. That is how almost every digital business work.
Now that we have a fair concept of what is a lead and how you can turn visitors into leads by creating buzz. Here are some of the most common ways to generate leads for your business.
The first and the most obvious way to collect user data and generate leads is by sweepstakes and giveaways. Let’s say you start a giveaway of $500. You will promote it all around the social media, through newsletters, blogs, promotions, announcements, and even paid marketing. You will have received more than 5,000 leads from users. These are way more than the $500 gift that you will give to one winner. Sweepstakes and giveaways always work. The only problem is that in most cases people who are not even related to your industry. So, you will have to market to the right audience.
Obvious, right? Everyone thinks like that because not many people know the actual concept of creating epic content. But we have many examples in front of us. Take Backlinko. Backlinko is a renowned name in the digital marketing industry. He has only a few hundred articles on his website and he ranks for all of them. Why? Because all of his articles are well-researched, easy to understand because of the simple examples he provides, and because all the article he has written are already tested by him.
This is the blog page of Backlinko.
Now, let’s say that around 10,000 people visit this website every day. How many will subscribe to his newsletter? On an average, the rate is around 2.5%. So, we will assume that around 250 people subscribe to his newsletter every day.
But the reason I and everyone else visits his blog is for his case studies.
We just gave the example of Backlinko. He writes case studies that help others generate more revenue through organic searches and that is exactly what focusing on user pain points is all about.
It has answer to almost every question that you have in mind. The reason? Because people have many problems and Wikihow is the answer to their pain points.
Another website that I would like to add here is Lifewire. The website is a property of About.com and has ranked recently. Now the story behind it ranking for multiple keywords so soon is because it focuses on user pain points.
About brand has multiple other websites that focus on different niches, answering user pain points.
If you have read Jab, Jab, Jab, Right hook by Gary Vaynerchuck, you would know the importance of giving to people. People will always give back something in return if they know that what you are giving them is of value. Let’s take Oberlo. Oberlo is one of the best tools for dropshippers to automate dropshipping.
Let’s see what it offers to the users.
As you can see, Oberlo has created a resource that will keep bringing unlimited number of leads without them even working actively on their marketing. Now, a homework for you. Think of ways through which you can create these passive pipelines to bring-in more leads.
When it comes to Webinars, there is just one name coming to my mind right now. It is of Ben Malol.
Usually the seats are not limited at all, and the webinar is repeated every day. But you will still fall for the trap and give him your information to get a reserved seat, won’t you? That’s how he gets leads.
Next we have landing pages to hook visitors and get their email ids. There are many ways to grab emails through landing pages and you just have to play with audience’s mind.
This is after the release of new iPhone X. It was sold out almost the same day as it came and the company had to put up this notification ‘Enter email to get notified’. Now just think how many people had given their email address for this.
Brian Dean of Backlinko writes a lot of guest posts. He is pretty clever at it and the way he converts his guest post visitors into leads is by showing them a bonus checklist. When they click on it, they are taken to a squeeze page.
We just showed you how to add bonus material and hook visitors and turn them into leads. The good thing is that you can do this process with almost anything of value.
Some of the best ways to get leads is by providing users with tools and calculators that provide them some kind of value.
Take example of Shopify and its tools that help new dropshippers make an estimate about how much they will be able to earn by dropshipping.
Instead of showing the answer to the user you can ask them to provide their email address or some other information that you require. You can also add a limit to how many searches they can make. To make more, they will have to provide their email ids.
Another way to get leads from users is by offering them a free trial. By giving the users a free trial of you product, not only will you be able to get a lead, but you will have a lot more data. In fact, you can provide them an epic service and turn them into permanent customers. It all depends on how well you attract them.
Ahref, a keyword tool and search optimization company, offers free trials of users who would like to use its service. By providing a free trial of a few days, it wins their trusts. And, if they are satisfied with the service they can pay the company and move to the full plan.
One of the best ways to get leads from users is by providing them something of value, something that’s funny and that can retain them on the website for longer.
Best example of quizzes is Buzzfeed.
You can also create funny quizzes for your blog and ask the user to enter their email id if they want to know the answer. But make sure that the quiz is wonderful and provide some real value to the user. Otherwise, they are not going to return to your website.
Here is a list of channels that you can use to improve traffic on your website and then turn that traffic into leads. These leads will then do their best to provide the best value to the user. Once you have a team of bloggers and marketers, you can become their head and offer to do the same thing.
The best way to get traffic from Facebook is to provide relevant, up-to-date content to the users. Facebook offers both paid and unpaid ways to promote content. By paid marketing, you can get specific marketing results. You can also generate leads and buzz about a topic.
Twitter isn’t like Facebook where your post is only seen by a selected few. Twitter is a public platform this means whatever you write is seen by almost everyone. Those who don’t see your post can. What’s harder, however, is to ensure your followers are the right people. In other words, are they individuals who would fit well in your sales pipeline?
To target the right people, you can even take help from many influencer and twitter marketing tools such as Socedo, Tweepi, and many others. And, if nothing else works, the best way to lure-in more visitors to your website is by telling them how they can get the best value through direct message.
Next, we have LinkedIn. The reason Linkedin is one of the best platforms for lead generation is because people actually read their messages. So, whatever software you have, you can directly approach the right person for marketing. In fact, Linkedin has led to many successes.
Just create a profile on LinkedIn and you’re ready to engage. Make sure you have a mix of company’s content with curated interested reads. This will make you a valuable resource and a trusted person. Remember, trust matters the most on LinkedIn.
You can also make use of the Linkedin publishing platform Pulse. The article platform gets a lot more viewership and engagement than most company blogs. It can help spread your message to people who are not even in your friend list.
But remember, whatever you do, your core purpose should be to bring people to a landing page from where they can subscribe to your newsletter, enroll in a webinar, or download an ebook. Because give, give, give and then ask.
Pinterest is another great way to attract visitors. The reason people prefer to post content on Pinterest is because it has mostly American audience. It won’t bring a steady stream of traffic unless you have followers in thousands, but it still does the work. To get the maximum value out of Pinterest, you should provide relevant, and articulated content such as gifographics, infographics, and even videographics.
Another tip is to create boards with multiple creators. This way the followers of all those people will also be able to see what’s in the board. Pinterest also allows searching for pictures, this means all users can search for the pictures through the boards alone.
Simply add a link to your landing pages on each image that you put on Pinterest and you will start to see traffic coming to your website.
A few things to keep in mind while focusing creating content for social media are provided below. If used wisely, these can bring you quality leads all day long. Let’s get to them.
Follow the 80/20 rule in marketing and promotion of your content. This means that 80 percent should be promotional content. Content that can engage people and generate buzz around the topic. You should also have 20 percent direct and promotional content. This will be the actual content driving targeted traffic to your website.
Make sure that all content that you add to the social media channels is pushed to the users. Most social media channels have only 6 percent reach at max. If you don’t push the content through paid medium, it will hardly reach the right type of audience.
Most businesses just don’t put the right type of funnels in place to capture leads. Remember, you can capture lead from almost any page. So make sure that you have lead generation cards in place and that you’re not missing out on quality content. Offer descriptions, and CTAs, this will entice the users and automatically populate your lists.
Finally, make sure you have a clear call to action in mind. We also call this the ‘goal’ of your content efforts. See, if you are working to get sales, then get that message across quite clearly. Make a number and follow to reach that number. You don’t have to be ashamed about anything. And, you should dedicatedly work on this.
Whether you’re promoting a product demo, a program feature, or a special offer, every promo message needs to have a call to action. It doesn’t matter what medium you use, the message will convert if you play it smartly.
Don’t expect too much conversions. An average conversion ratio of 2.5 percent is considered decent. Go for more but aim for less and that’s how you will come up with even better strategies with practice and patience.