This is a guest post. We welcome guest posts about helping manufacturers increase awareness and/or ramp up lead generation processes. Send in your idea and you too could be a guest blogger at MMG.
Guest blogger - Nicolas Finet; Co-founder of sort-list.co.uk - an online solutions company which helps customers to find the best marketing agencies. Follow him on Twitter @nifinet.
Are you looking to increase your lead generation? Are you interested in learning strategies, techniques, and tactics that you can use to generate more leads for your business?
There's no doubt that online marketing is a fantastic tool to use for your business. A recent study conducted by TNS Global found that the average millennial spends 3.2 hours a day on their mobile devices, that's 1,168 hours or 49 days over the course of a year.
The trouble is that the Internet is full of digital advertising and your target audience is already being marketed to by your competition. So, how do you stand out from the crowd?
In this crowded digital space, how can you optimize your advertising and generate more leads? Continue reading as we walk you through eight tips that will help you to increase lead generation for your business.
1. Write Case Studies
When done well case studies can be one of the most engaging content formats a brand can create because when a customer reads a case study, they're able to identify themselves with the subject. Case studies were hailed as "The most effective content format" in B2B Marketing's 'Content Marketing Benchmark Report.' They surveyed 112 B2B marketers with 66% of participants rating case studies "very effective."
How to increase your leads: Make sure that you interestingly write your studies, don't just stick to the old predictable formula of a challenge, solution, results. Tell a story with your case study that engages your readers, and while you're doing that don't forget to include plenty of call-to-actions to entice your readers.
2. Geo Target Your Ads to Generate More Leads
One of the most effective ways to generate more leads, at the same time as reducing your cost per lead, is by utilizing geographic targeting in your ad campaigns.
Converting national or even regional campaigns to a more localized area can have a huge impact on the number of leads you gain. A study from Clicteq showed that geotargeting could increase the number of leads by 21.9% and decrease the cost per lead by 38.5%.
How to increase your leads: When designing and creating your next ad campaign, go for a more localized approach and test out the difference for yourself.
3. Utilize Testimonials
Testimonials are a great way to persuade customers and clients that you're a reputable enterprise. Having testimonials available for prospective customers to read, will ease their fear and increase their personal connection to your business.
Good testimonials are a marketing tool that can be used in every business. There is a secret, however, to ensuring that your testimonials are high quality and effective.
An effective testimonial should highlight a problem that your ideal customer has; it should then detail how your product or service solves that problem by showcasing the results.
How to increase your leads: When creating testimonials there is one main point to remember, and that is that you need the "perfect testimonial" for each one of your targeted demographics. The testimonials you publish and use in your marketing need to be just right, so don't just use the first testimonial you receive.
4. Stay away from the word 'Spam.'
When setting up sign-up forms for email marketing, the golden rule is never to mention spam.
The fact of the matter is that just the word 'spam' is off-putting and will lose leads. Even if your sign-up form has a disclaimer about spam, you should remove that copy as soon as you can.
It sounds counterintuitive, as after all, you're informing prospects that you're an ethical venture, but studies tell a different story. Micheal Aagard, Senior Conversion Optimizer at Unbounce, ran tests on multiple email opt-in forms and found that conversions saw an 18% reduction when paired with a "100% privacy - we will never spam you!" disclaimer on the sign-up form.
How to increase your leads: The word "spam" just reminds prospects of receiving spam, so make sure you stay away from it, as it can significantly reduce your leads. If it's important to your brand values, you can and should reassure your prospects that you are committed to protecting their privacy, just don't use the word "spam."
5. Use phrases that connect with your audience
Knowing the exact words and phrases that connect with your target audience is a key tactic to increase your lead generation. Gone are the days of complex and expensive marketing research, nowadays all of the information you need is right at your fingertips.
Market research often gets overlooked by many online business owners, but it's never been easier to gain valuable insight into your prospects. You can have access to all the information you need just by studying your market online.
By researching on Amazon, for example, you can find heaps of useful information about products in your niche. Using the data in customer reviews, you can look for patterns among products and find out what real customers like and dislike about specific products.
How to increase your leads: After you've conducted your research, you can build stronger connections and gain more leads. You can do this by just taking the most frequently mentioned words and phrases and using them in your advert copy or landing pages. This will give you a huge competitive advantage because your customers will recognize their voice and needs within your marketing.
6. Remember Message Match
After conducting your research on your target market, use that information to its full advantage. Use the knowledge you have gained in your ad campaigns, because using mixed messages and failing to align the different assets of your campaign, can lose you leads.
It helps to make sure that your targeting parameters, ad creative and landing page are cohesive and make sense as a whole. Don't forget about the copy; it's important that it's written with your customer's needs in mind.
How to increase your leads: Having clear messaging all the way through your online advertising campaign has been proven to make a huge difference in ad results.
7. Monitoring your Ad Campaigns
A great way to increase your leads when using online advertising is to continually be monitoring and running A/B tests during the campaign. Setting up your ad campaign is just the beginning of the story, because if your ads are under performing, then you're wasting money.
Be hands-on with your ad campaigns and have two versions running at all times: a test group and an experiment group.
How to increase your leads: Experiment with different variables to work out the best way to increase your lead generation. Be sure that you document your experiments as well as their impact over the span of a couple of days. Some campaign parameters you can experiment with are: Adjusting budget by impression share, bid adjustments, optimizing ad copy or changing the hours and days your ads are shown.
8. Create campaigns for multiple devices
Mobile first is critical in the modern tech landscape, especially as a Stat counter study found that in late 2016 mobile and tablet internet usage now exceeds desktop usage.
However, focusing too much on one gadget and neglecting others, can cause you to lose out on customers and leads that you could be reaching with your campaign.
How to increase your leads: To make sure that you're not missing out on leads, experiment with different calls-to-action and conversion flows.
9. Optimize for Revenue
Remember that your end goal and the reason you want to increase lead generations is revenue!
When implementing online ads, it can be easy to get caught up in the numbers game and end up focusing on other metrics like Quality Score or even volume of traffic, rather than the number that matters. Click-throughs aren't your end goal, and neither are lead capture conversions, these were only designed as signposts to help you keep track along the way.
The ultimate goal of your online advertising, and what you're after, is sales, revenue, and ROI.
How to increase your leads: Keep your eyes on the prize! Without sales and revenue in mind, the metrics that your ad analytics are presenting, can become misleading.