You have a great product, you invest in marketing, but still the traffic does not convert? You are probably making one of the following mistakes, which prevents you from generating leads. What can you do? First of all, stop worrying, such situations happen to the best ones and you can get out of them. Secondly, read what I have to say about these situations and then consider which of them could apply to your company. Thirdly, introduce changes, and start selling.
Lack of Landing Page.
A landing page is a page whose purpose is to trigger the recipient’s specific behaviour or action. Each marketing campaign should have a separate landing page in line with its purpose. It is about your promotional activities directing your recipients to a page that gives you the best chance to contact them. Hence, a landing page that optimises and simplifies the conversion process by indicating a specific activity is so helpful. In the context of generating B2B leads, the activity which is usually expected from the recipient is giving his/her company e-mail or telephone number.
You can read about, how to encourage users to leave contacts, in my text about generating and maintaining B2B leads.
Something is wrong with CTA, or there is no CTA.
Lack of CTA:
Call to action is a very important part of any lead generation campaign and must be placed on your website, e.g. as a button. By explicitly saying what action is to be performed by the recipients you increase the chances that they will leave their contact details. A promise of a “gift” for the user in exchange for giving his/her details is often an additional motivator.
CTA is difficult to find:
Most people spend a lot of time improving the CTA button and the content on it. In most cases, it is just a waste of time. The content, color, or location can affect the conversion, but if you are not an expert in this field and have other responsibilities, remember that first of all, CTA should simply be noticeable and distinguishable from the background – that’s enough for it to work.
Too much CTA:
Too many call buttons bring chaos and confusion. A site created to generate leads should have one specific purpose and attract the attention of visitors to the site. The simpler and clearer the message, the greater the conversion.
Too much content = bad, too little = not good either.
I assume you do not want to be perceived either as boring or as incompetent, do you? It is hard to say which is worse, so it is probably better to avoid both.
Too much content has to do with the fact that in most places on the web nobody reads it. We are not talking about a blog or press content here – these channels are governed by different laws. We are talking about a landing page, a page created to generate leads, a page presenting your product, team, offer. In this case, there can be neither too much nor too little. It has to be optimal. How to achieve this? Take into account only the most important information, use the language of benefits, clearly plan the content of the page – in points, in tiles, in tables. You need to do this in such a way that the person potentially interested in your product is able to quickly scan the content of the page and understand what you mean. If you attract the person’s attention and interest, he or she will read everything again in greater focus.
Your offer is not valuable to your target.
If you want to generate leads, you must have something to offer that your recipients want. Otherwise, you will not interest them in your product. Simple. To avoid this, analyse your target. Create a profile of an ideal customer. You’ll find a few guidelines on how to do this in our article on generating leads for software houses and in our cold mailing guide for beginners.
Starting with too many private questions.
Do you have a habit of asking people personal questions at your first meeting? No? Then why should you treat your potential clients in this way? Try to minimize the amount of information in the registration form, initially, the optimal solution is first name and e-mail address. The lower the contact is in the sales funnel, the more information you can collect. Let it be a process, not a large list of questions for ” Good morning”.
Weak responsiveness of the site.
It is very important that your website is responsive – friendly to mobile devices such as smartphones and tablets. Internet traffic from mobile devices in October 2016 exceeded the 50% threshold, by the end of 2017, mobile traffic was already 56.55%. Not taking this data into account is an own goal. Your landing page and CTA must be equally readable on the big computer screen and on the smartphone display.
You do not test new channels.
New online communication channels are constantly appearing, which give you the opportunity to reach your target group with the product and to capture leads. It is a good idea to check how the new lead sources work for your business. Sticking to the solutions that have already been tested may seem safer, but do not forget that we live in a world where trends are changing like in a shifting kaleidoscope. The fact that something worked one or two years ago does not mean that it continues to work just as well. Test new solutions. Consider what is the budget you have to invest in a test campaign (for example a Facebook Ad) to verify if a given source has potential.
You talk too much about yourself.
For people potentially interested in your product, possible benefit or your idea of solving the problem they are facing, constitutes important information. Leave the ode in honour of your experience and skills for another occasion. Your message should be short, informative, and understandably presented on the website, so that it does not require maximum focus and does not take too much time to grasp. Legibility and clarity are the basis – no one is likely to analyse your website in an attempt to find out what you actually do and what the benefits are for your clients. A more likely scenario is that without understanding what it is about, visitors would leave your site after a few seconds and never return to it.
You don’t analyse the results, you don’t know which channel converts best.
Internet campaigns are mostly multi-channel campaigns. It is worth knowing which channel brings the most conversions. Why? To avoid investing time and resources unnecessarily in activities that are inefficient and reduce budget efficiency. Tools such as Google Analytics are the first step to find the optimal conversion channel for you. However, the knowledge accumulated in this way does not take into account one important fact: the user on his or her path may encounter many messages on different channels and it is difficult to judge which one ultimately convinced the person to take action. Then more advanced tools come to your aid.
A/B tests.
Testing the graphics and content you publish on a specific CTA website is key to assessing your effectiveness. To have control over the entire lead generation process you need to know which content and images attract users. This is what A/B testing is for. How does it work? In a nutshell: you publish two versions of a website that differ in only one variable and wait for the reaction of your recipients. The version that brings you more contacts is more attractive to your target group.
You try to achieve many goals at once.
This is a mistake quite similar to putting too many CTAs in one place, as mentioned above. Remember, your message must be precise in order to succeed. You create a landing page of the campaign in which you want to sell a particular product. Apart from that, you communicate with potential customers through other channels and offer them other activities. Do not mix these activities. If you want your potential customers to set up an account in the system and use, let’s say, a test version of the software you are selling, do not spam them with pop-up windows “subscribe to the newsletter” or “like us on Facebook”. This creates chaos, distracts attention from the goal, and is often simply annoying. I assume you don’t want to be seen as annoying either, do you?
I hope that the above has been helpful to you.
Once your campaign is up and running and you have a list of contacts, take a look at our text about what a lead is, how to convert it, and find out how to turn it into a hot lead.
As the InStream Group, we generate B2B leads by automating our Linkedin activities and Cold Mailing campaigns. Are you curious about what we can do for you? Write to biuro@instreamgroup.com
