If you’re running a business, you know the crucial role that marketing plays in generating sales by bringing in new leads. But oftentimes, finding the right leads – and finding enough of them – is easier said than done.
No doubt, SEO and inbound marketing are two important tools for lead generation. Even with these two in place, you could fall short. If you are not employing the right tactics and methodologies, your lead generation efforts could fail.
Here are a few possible reasons why your lead generation efforts are failing.
1. Poor Content
Content, even today, is king. Never underestimate the power of the written word. Your content should spark interest and draw prospects in – and then go on to explain. It should be in clear, concise terms, what your product, service, or deal is about. The story you are telling through your content should be compelling, authoritative, and most importantly, useful. It should never be confusing, but instead, elucidate how it can solve a problem and make life easier for the prospect. A catchy headline or cool graphics and imagery will only get you so far – the content needs to make an impact and an impression.
2. A Weak SEO Strategy
SEO is what drives discovery on the web and it cannot be ignored. Your page/content needs to rank for relevant keywords and show up in the first few links of search engine results pages (SERPS). Ranking on the upper limits of page one of Google will get you more clicks. Plus, organic traffic tends to have a higher conversion rate and customer lifetime value. That being said, you need to have an SEO strategy and the right amount of planning. Churning out content based purely on the most searched for keywords may not yield the best results – it needs to be a mix of search volume, keyword difficulty, keyword intent, keyword value in cost-per-click, along with creative content designed around it!
3. Poorly Constructed Landing Pages (And Not Using Them)
If all your prospects are being sent to the home page of your business, then getting them to convert may be a long time coming. If you’ve made the effort to create tailored content that uses effective, targeted keywords, you will get better results with a landing page that reflects that.
The content on your landing page should be able to bag the lead. The aim is to get conversions so stay away from content and information that deviates from this purpose. Include some bullet points about the product or service at hand, how it will benefit them, and why they should sign up. The form should be as short as possible and easy to fill out.
On the technical front, your landing page should be constructed well, load quickly, be easy to navigate, and give the user the feeling that it’s safe and secure. (A simple message like “your information is never shared with anyone” will often suffice.)
4. No Clear Call To Action
The only way you’ll actually get those leads on to your side is if you have a clear, easy to identify CTA or call to action! The people who land up on your page or ad should know what to do and where to go if they need to learn more about your product or service. It could be at the bottom of your email, in the middle of your newsletter, or at the end of your blogpost. The CTA should draw readers should encourage the reader/user to contact you through their preferred mode of communication.
Direct CTAs include phone numbers and email addresses. A direct connection to a point person the lead can get in touch with. Indirect CTAs include a hyperlinked phrase/word or button that takes leads to a separate page that provides more information or the option to make a purchase. Without a CTA, you lose the lead that it’s front of you and will experience higher bounce rates.
5. Lack Of Effective Follow Up
Leads don’t turn into sales and customers in an instant. If you want to turn them into customers, sales, and repeat orders you need to nurture them. You need to follow up using a strategy that suits the demographic you are targeting. With B2B leads, you may find success with a phone call. B2C customers are likely to respond better to emails or texts. Following up with timely messaging is what will keep you on top of the lead’s mind.
In conclusion, Now that you know some of the reasons why your lead generation may be in a weak spot. You can analyze your marketing set up and see what needs improvement, and implement some of these tips!