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4 Components of Effective Lead Generation and Lead Nurturing Campaigns

4 Components of Effective Lead Generation and Lead Nurturing Campaigns

For effective lead generation and lead nurturing, you need to create offers your audience finds valuable, calls-to-action to drive them there, a landing page to convert them, and a form to gather their information.

Your strategic marketing objectives boil down to one basic mission: to generate a high volume of quality leads. But productive lead-generation and -nurturing campaigns consist of many interconnecting layers. It can get complicated quickly.

You have to have certain tactical elements for lead generation and lead nurturing in place in order to convert the growing number of visitors into your website in to sales leads. Click To Tweet

Content marketing, when done right, is an inexpensive, extremely effective way to generate and nurture leads. But, as I recently wrote, even the best content marketing strategy won’t do you much good if your website stinks. You have to have certain tactical elements for lead generation and lead nurturing in place in order to convert the growing number of visitors into your website in to sales leads.

For this reason, I’ve written a series outlining the said tactical elements and best practices for each. We’ll post them to this blog over the next week for your reading pleasure, so stay tuned. In the meantime, here’s an overview of the 4 components of effective lead generation and lead nurturing.

4 components of effective lead generation and lead nurturing

1) Something to offer 

Firstly, you need something to offer your audience that they will perceive as high in value. That means you must offer them information, expertise, or entertainment that they cannot (easily) get elsewhere. Here’s where content comes into play.

Depending on what will best serve the particular information you’re presenting, valuable content offers could be industry reports, guides, infographics, free consultations, product demonstrations, or discounts. It’s crucial that this content be impeccably researched, written, and presented.  

2) A call-to-action 

A call-to-action is exactly what it sounds like. You invite/tell your audience to take action to receive your high-value offer. It can be a line of text, an image, or a button. In any format, the call-to-action links the potential customer to a landing page to download what you have to offer.

3) An awesome landing page 

When your potential customer reaches your landing page, where your content can be downloaded, he or she has already demonstrated interest in your brand by engaging with your call-to-action. What they find on the landing page should assure them that they made the right choice, and that the content they are about to download is going to relevant, interesting, and valuable.

4) Forms to gather the lead info

Think of this whole process as a bargain: The prospect gets your high-value offer, packed with the valuable content you’ve created. And you get his/her contact information. The form is the means by which you will obtain that contact information from the prospect.

Asking for the right information is key. This is what gives you the tools to begin the lead nurturing process. We’ll get more into this in our next posts.

Over the next several weeks, we’ll explore each of these four components of effective lead generation and lead nurturing in detail. We will guide you through the principles of creating and optimizing offers, calls-to-action, landing pages, and forms so that you can generate and nurture the increasing number of leads that are visiting your website.

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Creating Valuable Offers: Part One of Effective Lead Generation

Creating Valuable Offers: Part One of Effective Lead Generation

The first step in an effective lead generation campaign is creating valuable offers to convince website visitors to entrust you with their contact information.

Welcome to part one of my series on effective lead generation.

In this four-part series, I’ll guide you through the four most crucial components of the creating an effective lead-generation and lead-nurturing campaign. And I’ll help you tailor your strategic marketing objectives to generate a high volume of quality leads.

Today, we’re looking at how to create valuable offers, the first step in converting a website visitor into a lead.

Offering value

To generate a lead, you need to convince visitors on your website to give you their contact information — and this takes work. You can’t simply expect them to generously hand over their personal information. (Don’t we all get enough emails?!) This means you need to tempt them with something they really want, which you give them in exchange for their contact info.

You may be asking, what will my audience find valuable? And this is where your content comes into play.

Well-written, high-quality content is always more effective at generating leads than an overt sales pitch. Click To Tweet

One of the fundamental principles of content marketing is that your expertise is just as valuable as your products and services. Well-written, high-quality content is always more effective at generating leads than an overt sales pitch.

Creating valuable offers

When designing your content, keep these three questions in mind:

1. What does my audience need?

It might seem like a basic consideration. But before you jump with both feet into creating an offer, take a step back and really consider the needs of your audience.

This is a good time to check out other industry blogs, social media, and online forums like Quora. What kinds of questions are your prospective buyers asking? What problems are they facing, and how can you help them?

2. How do I best serve the information I’m presenting?

Once you have a clear, well-researched idea of what your audience needs, think about what format best serves the content you’ll be offering them.

Depending on how your information should be structured, valuable content offers could be industry reports, guides, infographics, free consultations, product demonstrations, discounts, or webinars. You’ll often find that you can repurpose your existing content into an exclusive new, valuable offer.

3. How do I let my audience know that my offer is valuable?

So you’ve figured out what your audience needs, and created and structured a content offer to meet that need. Now it’s time to let your audience in on the secret.

The higher the perceived value of an offer, the more irresistible it becomes. And a big part of what we perceive to be valuable is about exclusivity and high demand.  

To create this feeling of exclusivity and demand, use elements like:

  • Limited-time offers
  • Limited quantities
  • X number of people have seized this offer
  • Content that matches current trending topics
  • A title that hooks interest

When you create an offer that your target audience perceives as truly valuable, your lead-generation efforts will begin to grow exponentially.

What tips do you have for creating valuable offers? Want to learn more about the crucial components of the creating an effective lead-generation and lead-nurturing campaign? Here’s the rest of the posts in our series:

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Facebook Lead Ads: Why Your B2B Business Should Use Them

Facebook Lead Ads: Why Your B2B Business Should Use Them

Facebook Lead Ads make it easy for both businesses to gather lead information and for prospective customers to learn more about products and services that interest them.

Only 37% of B2B marketers feel Facebook advertising is working for their business. On pace to hit 2 billion users this year, Facebook obviously has reach. So why is Facebook advertising not showing a greater ROI for your business?

Well, are you using lead ads? If not, that’s probably one of the reasons.

Facebook lead ads allow you to run lead-generation campaigns on Facebook and Instagram. This kind of social advertising shows an ad for your product or service within the news feeds of potential customers. Just set the parameters (e.g., demographics, location, etc.) for your target audience, and the network’s algorithm will identify who sees the ad based on information they’ve provided in their profiles.

But here’s the real kicker: Unlike other ad types, lead ads include a contact form that lets these potential customers show their interest in a product or service by filling out the form with their details without ever leaving Facebook (or Instagram).

Lead generation made easy

These days, people expect that everything from shopping to job searching can be done on their handheld devices. Facebook lead ads make that true for people wanting to learn more about new products or businesses.

Here’s how it works: Potential customers click on a lead ad, and their contact information automatically populates based on information from their profile. No leaving Facebook to visit the business’ website and taking the time to provide contact information necessary. Lead ads makes gathering lead information as easy as two taps on a phone: one to open the ad, and one to submit the information.

“If you want to iterate through lead forms quickly, Facebook Lead Ads are a great way to collect the information without building new landing pages and creating tons of copy,” says Tony Adams in Visible Factors. “The contact forms appear natively on Facebook and Instagram. You can easily use them to sign people up to newsletters for drip marketing campaigns or in a direct B2B campaign funnel.”

According to research from Google, B2B buyers have increased the amount of mobile research they do throughout the B2B purchase path by 91% year over year. With lead ads, Facebook has set the bar for mobile marketing by eliminating the need for customers to fill out time-consuming forms and for companies to create landing pages.

theSkimm, a news and information site, wanted to expand its reach and increase its conversion rate, with the ultimate goal of attracting more highly qualified leads and significantly increasing its subscriber pool. After testing a number of different tactics, theSkimm created a series of Facebook lead ads. The ads featured the company logo to reinforce its branding and a ‘Subscribe’ link inviting people to sign up on the spot. The result was a 22% increase in lead quality at a cost per acquisition of just $1-2.

Creating and modifying your ads

As buyers continue to turn to their handheld devices for quick, easy information, Facebook lead ads will give your brand the opportunity to capture new leads with the click of a button. But just like any form of lead generation, you need to monitor and tweak your Facebook lead ads for optimal results.

Through Facebook’s Ads Manager reporting interface, you can obtain reports about cost, impressions, and clicks. As with all marketing tools, consistent refinement is the key to success. Lead ads can easily be fine-tuned to cultivate a larger target audience.

Facebook lead ads provide B2B companies an opportunity to gain leads and a larger reach. If you haven’t tried this yet, we highly recommend switching over some of your social advertising budget.

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Infographic: 4 Building Blocks of an Effective Lead-Nurturing Campaign

Infographic: 4 Building Blocks of an Effective Lead-Nurturing Campaign

Here are 4 components of an effective lead-nurturing campaign that will entice your potential customers and have them moving down the sales funnel.

Your content marketing objectives really come down to one basic goal: to generate a high number of quality leads. These leads will help drive tomorrow’s revenue and increase sales. In fact, 85% of B2B marketers say lead generation is their most important content marketing goal.

85% of B2B marketers say lead generation is their most important content marketing goal. Click To Tweet

As more and more buyers discover brands before they are ready to purchase, an essential function of any marketing department is lead nurturing. That is, moving leads through the sales funnel by leveraging what’s known about their needs and online behavior.

Marketo, a marketing software company, describes lead nurturing as being “personalized, adaptive, and able to listen and react to buyer behavior in real time.”

We know that marketers need to focus their lead nurturing strategy on multi-channel engagement. This includes utilizing email, social media, blogs, and video to interact with potential customers. A multi-channel lead nurturing strategy is essential for companies looking to optimize their user experience and bring in high-quality leads.

With so many variables contributing to a productive lead-generation campaign, it can be challenging to pinpoint what differentiates a successful campaign from a mediocre one.  Here are four tools that will help you deliver a series of targeted messages across multiple touch points and platforms to help solidify your lead-nurturing strategy and increase your quality leads.

4 building blocks of an effective lead-nurturing campaign

4 Building Blocks of an Effective Lead-Nurturing Campaign

Takeaway

Successful lead nurturing is really about utilizing all the tools at your disposal to meaningfully connect with your leads in order to build trust and establish credibility. Using these four key points, marketers can start building on their lead-generation efforts as they guide potential customers on their journey to becoming a client.

And don’t forget: Asking for the right information is key! If you want to nurture high-quality leads, you need to make sure you’re capturing relevant, helpful information along the sales journey.

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Lead nurturing 101: A definitive guide to multi channel lead nurturing

lead nurturing 101

If you watch enough romantic comedies, you’ll start to recognize a pattern. It goes something like this: Boy meets girl. Girl meets boy. Movie follows antics of girl + boy, winding its way through the (oftentimes hairy) narrative. Throughout the movie we see the main characters discover what’s attractive, appealing, or annoying about the other. Eventually, these main characters end up together at the end – well versed in one another’s attributes, nuances, and idiosyncrasies.

If you think about it, the storyline of our main characters’ isn’t that different from the parallel storyline that could be drawn about lead nurturing activity in B2B marketing. When you first meet your lead, chances are they won’t be ready to purchase right away (a Marketo benchmark survey says that half aren’t). But if you spend time establishing a relationship and building trust, the moment your lead is ready to purchase, you’ll be miles ahead of your competition.

As more and more buyers are engaging with brands before they are ready to purchase, an essential function of any marketing department is lead nurturing. That is, moving leads through the sales funnel by leveraging what’s known about their needs and online behavior. Congruently, marketing software company Marketo describes lead nurturing as being “personalized, adaptive, and able to listen and react to buyer behavior in real-time.” Using a true multi-channel approach allows us to accomplish this. In a recent publication, Marketo endorsed the use of this multi-channel strategy:

“A typical buyer moves quickly from email, to social media, to your website and then back to social media, in the blink of an eye. Marketers need to prepare their lead nurturing strategy for multi-channel engagement. Buyers need to see an integrated experience across every single channel.”

Considering the multi-channel digital activity of buyers, building a multi-channel lead nurturing strategy is essential for companies that are looking to create an optimal end-user experience. Here are four tools that will help you deliver a series of targeted messages across multiple touch points and platforms to help move your leads through the buyer’s journey.

Email

Presuming that your B2B leads are derived online, email seems like a natural channel to use to connect with and nurture your leads. And it is. Create opportunities to educate your leads by sending them targeted emails that contain informational content. You’ll have to take it further than that though, or your emails will come across as spammy and annoying. Build trust with your leads by reminding them they’ve met you before – use personalization tokens (contact name, job title, etc.) within your emails. Similarly, don’t just blast the same email to your entire contact database; take the time to segment your leads based on where they stand in the buyer’s journey. A lead nurturing email you send to a lead that has only downloaded a top-level white paper should look vastly different than the email you send to a lead that has downloaded a case study, a product brochure, and a pricing guide. Above all though, make certain that the content you’re sending is valuable, relevant, and of excellent quality.

Phone

“No other interaction is more influential in the path to purchase than a phone call.” – Invoca Call Intelligence Survey

Call intelligence company Invoca has strong feelings for the telephone – and for good reason. Their analysis of 32 million phone calls found that phone calls made after parties had first engaged online had an average conversion rate between 30% and 50%. Sure, a rejection by email is less painful, but when the conversion rates are that high, you can’t afford not to pick up the phone. There are some ways to make it easier, though. Start by promoting your phone number. It sounds simple, but for those of us who work largely in the digital world, it can be easy to forget. Display your phone number in your company’s website header and throughout your site’s landing pages and blogs posts. Ensure simplicity for mobile users by making your phone number clickable on your mobile site.

Social Media

It’s not enough these days to simply post and pray, particularly on social media networks. Social media lead nurturing includes monitoring, listening, and engaging. Give your leads some love. Look for opportunities to favorite, like, or retweet the content of your leads. Monitor LinkedIn, Twitter, and Facebook for mentions of your company, similar products, or industry and then respond with activated content using both social media and a longer form of correspondence, like email. Finally, don’t discount lead nurturing activities that use paid social media ads. These ads can be particularly successful when you are nurturing leads based on specific attributes such as geographic location or company size.

Dynamic Website Content

Displaying personalized web content for visitors helps to keep leads moving forward in their buyer’s journey. Let’s say you’d gotten a great email response from a lead when you shared your product brochure earlier in the week. Displaying complementary web content, like a pricing guide, to your lead the next time he’s on your website assures alignment between your content and your lead’s proximity to purchasing. You can also use dynamic web content to target various verticals, organizations, or buyer personas.

Multi-channel lead nurturing is really about using all the tools at your disposal to meaningfully connect with your leads in order to build trust and establish credibility as you guide them on their journey to becoming a customer. Building a winning strategy does require attention to detail as there are many moving parts, but at the end of the day, if your messaging is credible and consistent it becomes less about channel and more about content. And ultimately, high-converting lead nurturing campaigns are only as good as the content they’re built around.