While a well-designed website can attract visitors, it may not necessarily generate quality B2B leads to convert into potential customers. You must employ the right tactics to attract traffic and convert leads into customers to grow your business.
So how can you convert traffic on your website into qualifying leads?
This is where the effective lead capture strategies come into play to pivot leads into potential customers. Sure, you can use various social media platforms such as Twitter, LinkedIn, and Facebook for this purpose. But, according to experts, the best way to achieve it is through a business website.
As you own your website, you have multiple options to capture your leads in various ways.
Cold outreach via Email Marketing for B2B: Email Sequences for B2B Lead Generation
Email marketing is one of the tools many marketers use to connect with their customers in a personalized way. It connects businesses with their potential prospects in a targeted way while delivering ROI and profits back to them. Only a few marketing categories have the same level of longevity and channel strength that email marketing has, and this powerful tool remains a popular way to reach out to customers.
If a marketer needs to choose between adding a subscriber to an email list or gaining a new Twitter follower for example, the best option is the email subscription. Why? Because 90 percent of emails get dropped into their intended inboxes; however, only 2 percent of Twitter fans see the ads you post. This is because many social media platforms limit the number of posts that appear on the user’s news feed.
The primary focus of marketers is to drive conversions. Whether they do it by offering memberships or discounts deals, the goal is to turn leads into paying clients. Email marketing, with its 3 percent click-through rate is a powerful channel when it comes to driving conversions. The result is that there is a higher chance that people will click-through to your business site as a result of an email as compared to posts on social media platforms. The best way to send emails is by using a specific email sequence for B2B lead generation. Make sure you send these emails with downloadable content such as:
How to Produce Content Offers
Writing relevant content for your website helps you to cultivate an audience who will read your blog. Once you become successful in establishing a connection with your audience, they will keep coming back. This will help you tremendously in the long run.
Not only will it be reflected in your SEO rankings, but it will also help you to grow organic online traffic. In addition to boosting your web traffic, it will allow you to monetize the audience to benefit your business in several ways.
Did you know the design of your website can work as an effective marketing and sales tool?
You must focus on the design of your website to not only make it look great, but to make sure that it generates conversions and leads as well. For this, you should use a data-driven approach that incorporates conversion rate optimization to create instant engagement with your visitors.
The design work should be:
- High quality
- SEO optimized
- Mobile Responsive.
Final Output (PDF)
Note that your lead generation content offers should:
- bring attention to service or products.
- identify problems of your customers.
- solves problems of customers.
- build trust.
- position your business as a brand.
- establish brand reciprocity.
- offer value to visitors.
To achieve these goals, you need to use effective lead-generating PDFs on your website and social media. Using vibrant infographics, checklists, white papers, and value lists is a good idea in order to collect, as well as nurture leads.
How to Capture Contact Information
Looking to collect more leads from your website?
Put your lead capture channels where they matter. For instance, a special landing page is one of the best places to optimize lead magnets.
Landing pages can significantly increase conversions. Make sure your landing page isn’t complicated. It must have a headline, subheading, an image, and text description for content offers. Also, place an email subscription opt-in form to collect information about your customers.
Form on your Homepage
Your homepage is the main and most visited page on the website. Leveraging your homepage is a great way to capture as many leads as possible. Place a special feature box on the homepage that can focus the audience’s attention. It should also have a “call to action”.
An opt-in form on your homepage serves as a “door” to the website. It doesn’t interrupt the attention of users, unlike pop-ups.
Lots of Questions or Only Few?
No one has time to answer too many questions on your website. It is better to stick to only a few relevant questions on your opt-in form.
The "Thank You" Page
The “Thank You” page isn’t just a throwaway page. The content you use on this page has a big impact on your lead generation strategy. It can redirect visitors back to your website and help them convert into potential customers.
A thoughtfully designed Thank You page contains the prowess to persuade prospects and visitors to take desired actions instead of just accepting the acknowledgment.
Here are some ways to use your “Thank You” page and improve your conversion rate:
- Embed a link to a bookable calendar event
- Scale-up social media engagement
- Ask for more referrals
- Cross-sell your services
- Provide relevant content
- Add testimonials
- Collect feedback
- Talk money with returning visitors.
In a nutshell, opting for content that offers B2B lead generation is undeniably a smart idea if you’re committed to delivering value. Relevant and innovative content offers, along with consistency will definitely help you establish your online content business by greatly increasing the potential for converting your leads into future customers.
For further information, check out the links below: