Lead Generation is a key priority for B2B businesses and it has got harder over the years with buyers keen to do their own research on the internet, social media and third parties before engaging with your sales team.
In order to help you generate more leads, we've produced a list of common mistakes that you should always try to avoid.
1. Too much information on opt in Forms – Forms and subscriptions are important ways to get new contacts and leads through your website. However, potential customers do not want to fill in a lengthy form.
Research has shown that the shorter the form, the higher the conversion rate. Remember you don’t need to know their inside leg measurement! Also the choice of words used in the form can have a different impact. According to HubSpot, buttons with “click here” and “go” score higher that the word “submit".
2. Promotional rather than educational content – Well-structured and unique content is the only way to attract interest and gain attention with your potential customers. The content needs to be well written and take the form of educational or thought leadership pieces rather than being purely promotional. Potential customers want content to be engaging and provide value but you run the risk of putting prospects off if it is too long or too wordy, so make it short and to the point.
3. Not using visual content – We are visual creatures and as such visual content is a great way to get your prospect’s attention quickly. Visual content can take the form of infographics, images and videos. These tools not only make the reading easier but also present the opportunity for you to be unique and stand out from the crowd. Visual content is also a great way to get your prospect’s attention in a quick and engaging way. Using video can be a great source of lead generation. Adding a video link within an email can further increase the success of email as a popular lead-generation tool. In a Get Response study of 800,000 customer emails, those containing video received, on average, 5.6% higher open rates and 96.38% higher CTRs than non-video emails.
4. Not using social media for lead generation – Social media platforms like LinkedIn, Twitter, Google Plus and Facebook can be leveraged to generate leads. Platforms like LinkedIn helps boost your professional connections and increase awareness of your products and services among your followers. Ensure that you regularly provide your followers with valuable content as well as keeping them up-to-date with the latest company developments and industry trends. You could also give them incentives such as offers and promotions that are only available to your followers – this will incentivise them to keep following you as well as drawing in new potential leads.
5. Poor optimisation of landing pages – High quality landing pages are crucial. The purpose of your landing page is to capture leads and warm them up before sending them further down your sales funnel. Think of your landing page as a work of art. Every detail of your page should have a deeper purpose for being there other than a need to fill up space. From the size and colour of your call-to-action button to the length of your copy, every choice you make should have a strategic reasoning behind it.
Find out how Intellegentia can help you with inbound marketing and how to run a successful lead generation campaign
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