Lead generation is at the heart of every digital marketing endeavor. You simply cannot grow an online business without it. But getting lead generation right takes finesse. “Think about it,” says Ashley Walsh, VP of Marketing at Formstack, an online form building solution based in Indianapolis. “The ultimate goal is to generate high-quality leads that convert to customers. That means you must attract people to your website, convince them to give up personal information, hope that they’ll truly need/want your solution, and will become future customers.”
Unfortunately, that’s not easy. Luckily, there are proven ways to boost your chances of generating quality leads that will stick. Walsh shares her top four tips for generating more — and better — leads to improve your conversion rates:
#1: Produce Delightful Content
Content is arguably the most important piece of any lead generation plan, Walsh notes. “People are typically first attracted to your site through a valuable piece of content. What’s more, content marketing costs 62% less than traditional marketing and generates three times as many leads.”
But for your content marketing to be effective, you need a defined target audience. “Once you know who to target, you can create informative and engaging videos, ebooks, blog posts, webinars, and landing pages that speak to specific pain points, outline solutions, and prompt visitors to take action,” she advises.
#2: Distribute Content Mindfully
All your superior content will go to waste if you haven’t got a solid content distribution strategy. “You want the right people in your target audience to discover your content, so you have to be intentional about how you get it out in front of them,” Walsh explains.
So, what should you do? “For starters, it’s a good idea to do some behind-the-scenes work on search engine marketing (SEM) and search engine optimization (SEO). According to Formstack’s state of lead capture report, organic website traffic is “the top source of high-quality leads for marketers.” In this case, organic means natural, unpaid, and attention getting in its own right. So, paying attention to SEM and SEO will allow prospective customers find your content via a simple Google search. You should also consider which social networks are most relevant to your audience, and strategically share your content there,” Walsh suggests.
#3: Use Mobile-Friendly Forms
Once your content entices visitors to your site, the goal is to get them to convert. That is, you want them to provide contact information via an online form that’s intuitive.. According to Walsh, designing mobile-friendly forms is one of the best ways to boost your conversions. “Optimizing your forms for mobile means considering how they’ll appear on a smaller screen. Users shouldn’t have to put in extra effort to complete a form on a mobile device. Input boxes should stretch across the screen, required scrolling should be kept to a minimum, and desired actions should be simple and clear,” Walsh advises. Have friends try out your mobile forms and give you feedback about their utility.
#4: Track Performance Data
“To become an expert digital marketer, you need to understand that the job is never “done”. Refine. Refine. Refine. Always track the performance of your content and web pages with Google Analytics or other tools. Real information helps you determine which efforts are working so that you can optimize and scale those efforts. You can also use form insights to identify field bottlenecks and other elements that may be hindering conversions,” Walsh summarizes.
An effective lead generation strategy is all about attracting visitors with valuable content, converting them with optimized forms, and continually using data to refine your efforts. Put Walsh’s 4 tips in action, and better leads are sure to find you.
(Originally posted on Forbes.com by Kate Harrison )