What does feeling stick in a routine mean to you?
Maybe the words trigger memories for you of when you experienced writer’s block and couldn’t come up with new ideas for topics. Maybe this brings back memories of times you have had when your creative ideas weren’t flowing well. Maybe you even remember when it dragged on for weeks or even months, which can be absolutely terrifying.
It’s possible that listening to the same things day after day could make it so that the same type of content is constantly being produced, rather than varying it up.
Testing out different types of content is an important aspect of creating a successful content strategy. Your listeners may enjoy your podcasts, yet that doesn’t mean you should limit yourself to only making them. Using new types of content can grow your visibility and draw in more potential customers, perhaps even of a higher caliber.
In order to give a variety of choices for your content, the following is a list of 20 items that can be placed behind a landing page to gather new leads. Also included are methods for optimizing your landing page for each item.
Types of Lead Generation Content to Put Behind Your Landing Pages
1. Ebooks
Ebooks have become a go-to means to cultivate leads, teach clients and prospects, and build authority in your domain. However, the outcomes of the topics selected can take some time to materialize, so make certain to select an area that will facilitate a prospect to go from getting your e-book to engaging in productive interaction with a rep from your sales department.
2. Courses
Your viewers could be eager to complete a form in exchange for an online video lesson or guide. It is your decision if you choose to make, record, and revise the video internally or employ an expert. You have the option to take the class in person or watch a saved version. Request that participants offer their email addresses in exchange for the tutorial, enabling you to deliver them an email with the video that they can save indefinitely.
3. Trials
Trials aren’t just limited to things like courses. Occasionally, potential clients may wish to test your product or service before determining if they are a good match. You should aim to develop a base of dedicated customers that believe in your product, instead of just trying to sell to everybody. This will take some effort, but it’s worth it in the end.
It can be advantageous to supply a risk-free, no commitment, and no credit card essential trial of your item or service– all the prospect needs to do is fill in a form.
4. Demos
Provide visitors the ability to arrange a demonstration with your team if they desire to find out further details concerning your service or product. You can place trials or samples of calls to action on important sections of your website, including your main page.
These can be especially helpful in areas of the website that go into detail about all of the advantages and aspects of the product or service. Entice the user and make it effortless to set up a demonstration.
5. Contests
People love contests. Educating yourself about your audience while simultaneously entertaining them, expanding the people interested in you and your brand, bringing people to your website, and of course, creating opportunities to grow and increase sales, can all be accomplished at once. You can hold competitions on your site, or on a lot of different social networking sites, like Facebook, Twitter, Pinterest, and Instagram.
6. Cheat Sheets
Cheat sheets are a kind of brief, succinct reference that someone might save for later use. View them as complete references to words, orders, signs, or other items. They should be crafted in a manner that allows them to be easily accessed, which includes utilizing meaningful titles and avoiding being too specific. And the more visual, the better.
7. Checklists
You could create a checklist to present on a landing page, which viewers may print or save to their desktop computer. Include titles that are easy to understand, a visually appealing layout, and keep the text concise.
8. Email Series
A series of emails intended for a select recipient who consented to get them is referred to as an email series. This is not the same as a regular email subscription service, as it only sends out a limited number of emails.
9. Email Subscriptions
Creating a blog for your business can draw people to your website, and down the line, it can become a great way for you to gain potential customers. But how do you convert blog readers into leads?
Initially, turn visitors into consistent followers by requesting their email addresses in return for them getting your blog posts delivered to them on a daily, weekly, or monthly basis. Include a single-stage registration form on your blog to make signing up effortless for people.
10. Guides
Guides come in many shapes and sizes. Comprehensive guides are lengthy and contain comprehensive explanations, illustrations, and directions for each step. Then, there are also “simple instructions,” which are shorter and much more succinct. There are instructional guides, quick reference guides, beginner guides, and more in-depth guides. The list goes on.
What’s the common denominator? These tutorials come in a variety of types and several of them have directions that move at a steady pace.
11. Kits
Kits are collections of elements combined into a single package. They are excellent for recycling old material by grouping many different deals about the same topic into an organized bunch. As one illustration, HubSpot has an Inbound Marketing Kit at its disposal which includes a dynamic presentation, a document with incomparable data and studies, as well as a vocabulary.
However, this material is likewise suitable for items such as media kits. By giving away more information and media about your company, not only are you educating consumers, but you are also obtaining their contact details in return.
12. Original Data & Research
Statistics and measurements have become incredibly useful as more industries become heavy users of data. If your group possesses capabilities and resources, creating authentic, information-rich industry reports will foster reliability and reliance from your readers. The downside is that it requires a lot of effort, resources, and specialized knowledge to manage them effectively.
An economical approach to gaining exclusive facts and investigations is to carry out a poll among one’s email list, leads, patrons, and experts in the industry. Then, make the outcome available for downloading in the shape of a report, research, or visual representation.
Lead Generation Tips: Nearly Everything You Need To Know
Build your funnel from the bottom up
As a marketer, the objective is to pinpoint individuals who would benefit from your product or service.
In order to ensure that your business remains successful, you must always create and foster connections with prospective buyers.
The thing is, not everyone’s a potential customer. Rather than attempting to thrust the greatest number of individuals into the initial stage of your sales pipe, it isn’t the best approach.
Here’s Alex Birkett, Growth Marketing Manager at HubSpot:
Do not automatically think that having more leads is necessarily a positive result. If you are supplying the sales team with names of people who are not suitable for what they are selling, you are expending time for no reason and thus, wasting money.
It is essential to begin your lead generation efforts by targeting the individuals who purchase your product as the initial step in the funnel. They are the people who you are aiming your products or services, the consummate users of your offerings, and the most significant individuals for your organization.
Not sure who your ideal customer is?
- Run a persona survey or interview existing customers. Constructing a data-oriented character that is useful for making various marketing choices is beneficial.
- Talk to your customer success team. The people closest to your customers have the deepest understanding of them – they recognize who they are, what they need, and who is the most loyal. Do the people you know kindness and provide them with this manual for customer achievement if they are unaware of those details.
Got someone in mind? Good. Never take your eye off that person—that long-term customer. They’re going to guide everything else you do. Including what’s coming up next.
Make your landing page irresistible
The phrase “Home is Where the Heart is” is often seen stitched onto your grandmother’s towels.
Of course not. Grandma hates forms. Nevertheless, they are the main focus and energy behind your high-yielding lead generation initiative.
So make sure you’re leaving the right impression.
Say hello with your landing page form
If you have the capability to create a web form, you can then acquire leads. Pop-ups, contact forms, subscribe fields, order forms, and even talking robots are all methods of obtaining personal data from possible purchasers.
Need an example? A questionnaire created by The Beer Company was designed to be entertaining and educational. After responding to some interesting queries, individuals may submit their email addresses to get their results and view the right responses. It is uncomplicated to circulate through social media or inserted into a website.
Generating leads can also be accomplished by having a specialized page on your website.
Get in front of your audience
If a tree falls in the forest and no one is there to witness it, it goes unnoticed. It’s the same with your epic blog content. And it’s the same with your lead gen offer.
When a spectacular promotional push fails to capture the public’s attention, it’s just the marketing team and the unenthusiastic Chief Financial Officer who take note of it.
What methods do HubSpot and Marketo use to generate thousands of monthly leads? It starts with the basics: good brand, good product. And a lot of well-designed lead-gen campaigns.
This signifies pinpointed proposals with interest to pertinent audiences, having connections to landing pages spread out through a prospective customer’s experience.
Promote where your audience roams
Remember the “content shock” we talked about? Consumers are slammed with emails, ads, articles, and offers. What are the best ways to ensure your lead generation campaign is seen by the appropriate target audience?
Not by interrupting people with intrusive pop-ups or notifications. Be available when your audience is in need of you.
Google refers to these situations as “micro-moments” – times when people are prepared to be affected by something. These are “if-only-I-had” moments, and “how-could-I-do-this-better” moments. When the head of the organization takes charge of the important tasks, everyone starts looking for solutions.
Where does your audience search? That’s what you need to ask yourself. Therefore, you will require a connection to your lead generation landing pages.
Track your leads: the metrics you should know
“That sure was a cool campaign!”
We achieved a total of 5,000 clicks for a price of 65 cents each.
“Did you notice the number of likes we had on Facebook?!”
All good signs. But none of them are good enough.
When it comes to measuring the success of your campaign, ROI is not determined by emotions, cost per click, or social participation.
This is a spot to forget about your emotional reactions and challenge your instincts with the reasoning of the boss.
What evidence do you have that your campaign is effective?
Think leads, not clicks
Visualize yourself running a contest on Facebook which is getting much attention, and you have an amount of $1,000 allocated to make a good impression on your supervisor. You try different target groups and find that the average cost per click is $0.20.
Take note: your ad clickthrough rate is important. The number of people that select your advertisement versus the number of people that view your advertisement. It gauges how pertinent or attractive your effort is to the people that you are attempting to reach.
When it comes to the return on investment, it does not matter if the $1000 yields 4,000 or 10,000 advertisement clicks. It is essential to know how many people that clicked on the page end up leaving their email address – the proportion of clicks to leads.
Minimizing cost per lead (CPL) is your goal. And it’s easy to calculate:
The cost per lead (CPL) is calculated by dividing the total amount of money spent on a campaign by the number of leads generated.
So if you spend that $1000 on Facebook ads, and your viral quiz generates 2400 leads:
CPL = $1000 / 2400 = $0.42
And make sure you include the extras. If you run a giveaway campaign with a grand prize of $500 in burritos, just add that to the cost:
CPL = ($1000 + $500) / 2400 = $0.63
Be your own benchmark
The most reliable measures for any of these standards can’t be found in industry guidelines. The ideal spot to measure success begins with what’s right at home.
How many visitors to your landing page provide you with their information? How many of those people open your emails? What percentage of those people become devoted customers?
This is where you start. Take the necessary steps to improve your next month’s figures compared to the previous month.
Make a Smooth Landing
With each kind of material you place on a landing page, there is a particular objective to be achieved, ranging from e-books to applications to templates. Testing out different kinds of promotions can help you identify which ones grab your audience’s attention and turn the most customers. You can certainly keep doing what appears to be successful, but don’t become complacent — keep your viewers captivated and shocked with unique and highly pertinent ideas and styles.
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