I can name hundreds of important reasons, but if I had to pick one, I would say it’s because they don’t have an effective email marketing program.
Every effective email marketing program relies on 2 main factors:
- The quality and quantity of leads.
- The effectiveness of the lead nurturing campaigns.
If you get those 2 right, then you’re going to be amazed of the conversion rates of email comparing to other mediums.
As you can see in the inbound marketing methodology above, email is probably the most effective medium to convert leads into paying customers.
However, in order for your to convert those leads, you need to have them first and I can tell you that not all leads are created equal.
So how do you make sure that you have a lead generation machine that continues to supply your business with qualified leads?
1- Create Many Lead Magnets
Some people call them optin bribes. Others call them incentives or ethical bribes. They are simply a very valuable piece (usually content) that people are willing to enter their emails to get it for free!
Just telling people to subscribe to your newsletter isn’t going to cut it anymore, unless your content is so great that people can’t help it but join your newsletter to receive more or get notified when you publish new content (in this case, your content can act as a lead magnet itself).
One of the most effective ways that I used to triple the number of my leads is to create several lead magnets.
I used to offer 3 lead magnets on my blog each targeting a different segment of my audience. By creating those additional 2 lead magnets (in addition to the first one), I was able to generate 2X-3X times more subscribers to my email list!
HubSpot and their customers do this very well. HubSpot has literally hundreds of lead magnets each discussing a different category that their target market might be interested in.
The more lead magnets you have, the more leads you’re going to get!
I wouldn’t say that you should create hundreds of lead magnets or anything, I’m just saying that you should create 2-5 lead magnets that cover the important topics that you know your audiences are interested in.
A great thing you can do is to survey the visitors who come to your website and ask them what topic they’re interested in the most. The most voted choices should be candidates for a lead magnet. This way you’ll know that you generate leads from most of your traffic not just from a small segment.
2- Create Many Optin Opportunities
This is not the same as the first one. By creating many optin opportunities, I mean that you give people more than one chance to subscribe to your email lists.
You’re not probably going to get lots of leads by just putting your optin form on top of your sidebar. You ask why?
Simply because opting into an email list is more like selling than you think.
Did you ever wonder why most long sales letters still convert way better than short ones?
The reason is because long ones answer more questions and overcome more objections than short ones.
A prospect can read 99% of your sales letter without being convinced that it’s the right thing for them until they read that one answer to their main objection, then they’ll hit that buy button.
What this has to do with creating more optin opportunities is that you don’t really know the exact moment when a visitor decides to become a lead. They may read a particular post and really like it, but when they reach the end, they only find social sharing buttons. They will probably hit that share and you just lost a lead!
On the other hand, if they find a call to action below that post to download a relevant lead magnet to what they were reading, then you got yourself a new lead!
Another great way to generate more leads is by looking at your Google Analytics account and see which pages get the most hits. it would be a great idea to create some lead magnets that are complimentary to those highly trafficked posts. This way you make sure that you get the most leads from the most of your traffic.
Long story short, the more optin opportunities you offer, the more leads you’re going to generate!
3- Promote The Heck Out of Your Lead Magnets
This might seem very obvious, but most businesses only promote their lead magnets just once and then never bother mentioning them again!
Great lead magnets take time to create, and it would be unfair to your business not to promote them constantly. Here are some ways to get the maximum out of your lead generation efforts:
- Promote your lead magnets constantly on all of your social channels (Twitter, Facebook, LinkedIn…etc).
- Whenever it’s relevant, link to the landing page that contains your lead magnet from within your blog posts. This will tell Google that it’s an important page and it’ll help get even more traffic to that landing page. This will also drive lots of internal traffic to your landing pages so you can convert it into leads.
- Whenever you write a guest post on another blog, make sure to link to your lead magnet as well. Also, if you’re on a podcast interview, make sure to mention the lead magnet as well. Any relevant conversation to the subject of your lead magnet is a great candidate to generate more leads.
The thing to always keep in mind here is to promote your lead magnets the way your promote your products or services. A person who does this very well is Chris Brogan. Although he doesn’t offer any lead magnets, the content on his weekly newsletter is his lead magnet. He mentions his weekly newsletter whenever it’s relevant on his blog posts. He tells people that it contains his best work. He also shows people what others say about it. Long story short, he promotes the heck out of it and it’s generating most of his business!
That being said, is there any other tactic you’re using to generate more leads. Share it in the comment section below!
Image Credit: DaVinciS