Get in front of your audience
If a tree falls in the woods and no one hears it… nobody cares. It’s the same with your epic blog content. And it’s the same with your lead gen offer.
Because when a great campaign comes out and nobody sees it, the only people who notice are the rest of your marketing department, and your unimpressed CFO.
So how do companies like HubSpot and Marketo continually bring in thousands of leads per month? It starts with the basics: good brand, good product. And a lot of well-designed lead gen campaigns.
This means sharp offers targeting relevant audiences, with links to landing pages scattered all along a potential customer’s journey.
Promote where your audience roams
Remember the “content shock” we talked about? Consumers are slammed with emails, ads, articles, and offers. So how do you get your lead gen campaign in front of the right eyes?
Not by slapping people in the face with pop-ups and push notifications. The trick is to be there when your audience is looking for you.
Google calls these “micromoments”—those critical touchpoints when people are open to influence. These are “if-only-I-had” moments, and “how-could-I-do-this-better” moments. It’s when the Executive takes control of priority maps, and attention goes searching for solutions.
Where does your audience search? That’s what you need to ask yourself. And that’s where you need a link to your lead gen landing pages.
Here are the basic channels where your campaign links should live:
The other day, I was searching for a rental car in Dublin. I clicked on one of the first few links that Google offered. After selecting the dates I needed the car, I got a pop-up coupon for 10% off my rental. All I had to do was add my name and email address. An offer for an email.
Popups, sign-up forms, subscribe bars, contact forms—all ways to capture leads online. Optimize your website to convert browsers into leads. And optimize for search engines (SEO) to make sure Google recommends you.
Any blog post is an opportunity to link to a landing page. Just make sure you match the content of the offer with the intent of your article.
Imagine you sell dentures for hamsters. Someone poking around your product page is probably pretty far down the buyer’s funnel. (Because really, why the hell else would they be there?) This is the place to offer a free consultation, or promote that 50% off coupon campaign.
Now imagine someone is reading your top-trending blog post “Why sparkling oral hygiene improves rodents’ quality of life.” (very little SEO competition for this topic). This person may just be discovering your little known secret to hamster happiness.
So this is a good place to promote more top-of-funnel lead gen lures. Like that highly researched ebook you wrote on “The wear and tear of tooth enamel in pets with domesticated diets.” No doubt destined for bestseller status.
If you google “things to do in Barcelona,” the first few results are sponsored links from travel and event companies. These are pay-per-click (PPC) ads, where these companies pay to jump in front of organic search results—right into prime eyeball real estate.
These ads can be sharply targeted to a specific audience. So whenever someone searches for “how to care for domestic rodents,” your hamster hygiene guide is there waiting. Follow paid ads best practices to make sure you’re maximizing click-throughs.
P.S. If you’re actually looking for things to do in Barcelona, shoot me a message and I’ll let you in on a few secrets. And if you looking for hamster hygiene, sorry but you’re on your own. 🙂
Viral quizzes and giveaways are a huge attraction on social media with high conversion rates. This is a great way to turn followers into leads. And people love to share an engaging quiz, so it’s like free PR at the same time.
And don’t just rely on your own social accounts. As Jayson DeMers, Founder & CEO of AudienceBloom, reminds us:
So what’s the most effective way to turn anonymous eyes into leads for your business?
It depends on your audience, but here’s what a couple thousand people told MarketingSherpa:
Jayson at AudienceBloom leaves you with some final advice:
So figure out what works for you. And whichever channels you chose, make sure your clothes match. Huh? Read on.
Create a consistent experience
An outstanding offer, a luring landing page, and perfect promotion—all are essential to a highly converting campaign. But to capture leads, these keys need to be played in harmony.
Here’s an example from digital marketer Lilach Bullock.
A Twitter card presents her offer—a free webinar—with a uniquely branded design and a clear CTA to sign up.
— Lilach Bullock (@lilachbullock) May 30, 2017
You’ll find the same thing over on Facebook. And when you click to sign up, you land here:
The consistent design lets your brain know you’re in the right place. The text reinforces your expectations. The countdown timer gives you a sense of urgency. And the big CTA tells you what to do next.
Still not convinced? Scroll down for a bullet list of benefits. And the same picture of Lilach you started with.
See how that whole experience flows? Aim for the same with your campaign.
Create a unified experience from first encounter to final form. Then get out your slide rule—it’s time to measure what’s working.