30 Lead Generation Tips Tricks and Ideas

1. 30LeadGeneraonTips,TricksandIdeas

2. www.inSegment.com
Introducon
TheMechanicsOfLeadGeneraon
CreangIrresisbleOffers
CALLS-TO-ACTIONThatRock
LandingPagesThatConvert
OpmizedForms
Mul-ChannelLeadGeneMul-ChannelLeadGeneraon
Conclusion
TABLEOFCONTENTS
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INTRODUCTION
Generangleads-bothhighinquantyandquality-isamarketer’smost
importantobjecve.Asuccessfulleadgeneraonengineiswhatkeepsthefunnel
fullofsalesprospectswhileyousleep.Surprisingly,only1in10marketersfeel
theirleadgeneraoncampaignsareeffecve.Whatgives?
TherecanbealotofmovingpartsinanyleadgeneraoncampaignandoenTherecanbealotofmovingpartsinanyleadgeneraoncampaignandoen
mesit’sdifficulttoknowwhichpartsneedfinetuning.Inthisguide,wewill
exposethetop30techniquesmarketersshouldulizetoincreaseleadsand
revenue.Thesetaccshavebeentestedoverthepast7yearsandhavebeenused
byour8,000+customerstogeneratemorethan9.8millionleadslastyear.
Sowhatgoesintoabest-of-classleadgeneraonengine?First,letstakealook
intothemechanicsofhighperformingleadgeneraoncampaigns....
Anofferisapieceofcontentthatis
perceivedhighinvalue.Offers
includeebooks,whitepapers,free
consultaons,couponsandproduct
demonstraons.
Acall-to-acon(CTA)iseithertext,
animageorabuonthatlinks
directlytoalandingpagesopeople
canfindanddownloadyouroffer.
Beforewediveintothe30 ps,weshouldfirstcoverthemechanicsoflead
generaon.Thebestleadgeneraoncampaignscontainmost,ifnotall,ofthese
components.Fromataccalperspecve,amarketerneedsfourcrucialelements
tomakeinboundleadgeneraonhappen.Theseinclude:
THEMECHANICSOFLEADGENERATION
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Alandingpage,unlikenormal
websitepages,isaspecializedpage
thatcontainsinformaonaboutone
parcularoffer,andaformto
downloadthatoffer.
Youcan’tcaptureleadswithoutforms.
Formswillcollectcontactinformaon
fromavisitorinexchangeforanoffer.
The psinthisebookwillcovereachoftheseelementssothateachcomponentis
fullyopmizedtohelpyougeneratethemostleadsforyourbusiness.Nowthen,let’s
getstarted.
Yes.It’soneofthemostpowerfulwordsinthehumanlanguage.Andifyouthink
aboutallthethingswedoasmarketers,it’sulmatelytogetpeopletosay“yes”to
ouroffers.
Whenanofferisexclusive,scarce,orinhighdemand,itbecomesmoredesirable.
Whethertheyarewhitepapers,freetrials,memberships,salespromoons,or
downloads,theseirresisbleelementscanovercomealead’stypicalfricon,doubt,
orconcern.
Whydotheseelementswork?BecausetheytriggeraphysiologicalreaconthatWhydotheseelementswork?Becausetheytriggeraphysiologicalreaconthat
makesanoffermorevaluable.Peopleneedtoperceivethevalueofyouroffertobe
greaterthanwhatyou’reaskingforinreturn.Thehighertheperceponofvalue,the
moreirresisbletheoffer.Sohowdoyoucreateirresisbleoffers?Gladyouasked....
CREATINGIRRESISTIBLEOFFERS
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Ifyoulookattheprincipleofsupplyanddemand,you’llnocethatwhensupplyis
limited,demandgoesup.Scarcityhasapsychologicalinfluenceonus,makinguswant
somethingevenmoreifthereisn’tenoughtogoaround.Scarcityisgreatbecauseit
createsafearofshortage,andthusasenseofurgency.
LimitedTimeOffers
Limited meoffersareamongthemostpopularinthescarcitycategory.JustthinkLimited meoffersareamongthemostpopularinthescarcitycategory.Justthink
aboutyouraveragecardealership.Praccallyeverycommercialisalimited medeal.
“Get0%financingbeforeit’sgone!”
LimitedQuantyOffers
Whensomethingisoflimitedquanty,itsuddenlybecomesmoreuniqueorWhensomethingisoflimitedquanty,itsuddenlybecomesmoreuniqueor
exclusive.Insomestudies,limitedquantyorsupplyoffershaveoutperformed
limited-meoffers.Why?Becauseit’shardtotellwhenanofferoflimitedquanty
willsuddenlybecomeunavailable,whilea me-basedofferhasaknownend me.
Limitedquantyoffersaregreatfornotonlyge ngpeopletosay“yes”toyouroffer,
buttoavoidprocrasnaoncompletely.
LimitedTimeandLimitedQuanty
Grouponistheperfectexampleofusingbothtaccs.AllGroupondealsendwithinaGrouponistheperfectexampleofusingbothtaccs.AllGroupondealsendwithina
certain meframe,andtheylimitthenumberofpeoplewhocanbuyaGroupon.
That’sapowerfulcombinaon.Thesitealsopackagesthesescarcitytaccswith
discounng,whichisanothergreatvalue-add,especiallyforecommercebusinesses.
It’sanaturaltendencyforhumanstocopyoneanother,evenwithoutrealizingit--we
liketobeapartoftribesandsocialcommunies.Sowhenwenoceoursocialcircle
isdoingonething,wetendtofollowsuit.Onegreatwaytomakeanoffermore
valuableistoshowthatotherpeopleareparcipanginthatoffer.
ProofinNumbers
Whenpossible,agreatwaytoindicatehowawesomeanofferistomenonthe
numberofpeoplewhohavepurchased,downloaded,signedup,ordonated.
2.THEBANDWAGONEFFECT
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A erPrinceWilliamandKateMiddletongotmarriedinAprilof2011,noonecould
stoptalkingaboutKate’sweddingdress.Withinhoursaerthewedding,vendors
beganmakingnear-idencalcopiesorsimilarstylesoftheStellaMcCartney-designed
dress.EvenvendorssuchasDavid’sBridalnowhavea“Royal”categorysoyoucan
dress“justlikeKate.”
Whensomethingisbuzz-worthy,itcreateshighdemand.Insituaonslikethis,you
canalignofferswith“what’shot.”Companieswilloenleveragenewsjackingforthis
typeoftechniqueanditworksverywellforoffers,too.
Asanexample,earlierthisyearpeoplecouldn’tstoptalkingaboutPinterest.HubSpotAsanexample,earlierthisyearpeoplecouldn’tstoptalkingaboutPinterest.HubSpot
capitalizedonthiscrazebycreangthefirstPinterestebookforbusinessownersand
marketers,HowtoUsePinterestforBusiness.ItquicklybecameoneofHubSpot’s
mostsuccessfulebookswithmorethan125,000downloadstodate.Becauseitwas
thefirstandonlyebookavailableonPinterest,andlearninghowtousePinterestfor
markengwasinhighdemand,itmadetheoffermoreuniqueandthusmore
irresisble--that’sthepowerofleveragingboth mingandpopularity!
3.LEVERAGENEWSJACKING
BlogSubscripon:Reassurethosevisingyourblogthattheyareingoodcompany
–indicatehowmanyhavesubscribed.Thistellsyourvisitorsthattheblogis
trustworthy–asdeterminedbytheirownpeers–andthattheyshouldfollowit.
Conferences:EventslikeSXSWandINBOUNDaresomeoftheho estevents
becausetonsofpeopleflocktothemeveryyear.
Justmakesureyourclaimsarenotonlytrue,butbelievable.
Someexamplesinclude:
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BrianHalligan,HubSpotCEOandco-founder,oncesaidthat“youcanhaveagreat
offerwithabad tleandnoonewilldownloadit.Butifyouhaveanamazing tle,
suddenlyeveryonewantsit.”Yes-peopledojudgeabookbyit’scover.Ifyourofferis
apieceofcontent,suchasawhitepaper,ebook,orpresentaon,puteffortinto
creanganamazing tle.
FForanexperiment,HubSpotchangedthe tleofanebookandrananA/Btesttosee
whichonewouldperformbeer.Wetooktheoriginaltle“TheProducvity
HandbookforBusyMarketers”andchangeditto“7AppsThatWillChangetheWay
YouDoMarkeng.”
Asyoucansee,therevisedversionoutperformedtheoriginalby776%atgenerang
leads(firstmesubmissions).Notonlythat,butitresultedinmorecustomersaswell.
Ifyou’restrugglingtocomeupwiththeperfectheadline,tryusingtheHeadline
AnalyzerToolbyAdvancedMarkengInstuteorread7ProvenHeadlinesthat
Convert.
4.FOCUSONCREATINGANAMAZINGTITLE
ThemostcommonofferIseeonmostwebsitesis“ContactUs.”Sure,youwantall
yourprospectstotalktosales,butnoteveryoneisready.Asyouknow,buyersare
morelikelytodotheirownresearchbeforeevenengagingwithasalesrep.And,
everyprospectisatadifferentstageofexploraon.Somemayneedmoreeducaon
thanothers.That’swhyit’simportanttodevelopdifferentoffersatdifferentbuying
cycles.
5.CREATEOFFERSFORDIFFERENTBUYINGSTAGES
Name Views ConversionRate Submissions FirstTimeSubmissions Customers
7AppsThatWillChangetheWay
YouDoMarkeng
TheProducvityHandbook
forBusyMarketers
37,636 51.7% 19,465 2,716 8
7.233 32.3% 2,333 310 0
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EARLY MIDDLE READY
Aprofessionalimageisnecessarybutyousllwanttoavoidthedreadedcorporate
gobbledygook.Whatisgobbledygookyouask?Greatqueson.
Thesearejargontermsandphrasesthathavebeenover-usedandabusedrendering
themmeaningless(you’llfindthemmostlyinthehigh-techindustry,buteveryoneis
anoffenderatonepointoranother).Thesewordsaremeanttoaddmoreemphasis
ofaparcularsubjectbutinsteadtheymakeyoureyesroll.
Someoneatthetopofthebuyingcyclemaybemoreinterestedinaninformaonal
piecelikeaguideorebook,whereassomeonemorecommiedatthebo omofthe
cyclemightbemoreinterestedinafreetrialordemo.Youdon’tneedtopickand
choose;createoffersforeachphase,andincludeaprimaryandsecondaryCTAto
theseoffersonvariouspagesthroughoutyoursite.
6.AVOIDCORPORATEGOBBLEDYGOOK
NextGeneraon
Flexible
Robust
Scalable
Easytouse
Cu ngedge
Groundbreaking
Bestofbreed
Missioncrical
Tolearnmore,downloadTheGobbledygookManifestoebookbyDavidMeerman
Sco .
Avoidthesewordswhendescribingyouroffers
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It’simportanttotestdifferenttypesofofferswithyouraudiencetodeterminewhat
worksforyou.Whileebooksscorehighonourlist,youmayfindthatreports,videos
orotherformatsdobeer.
EbooksorGuides
TemplatesorPresentaons
Research&Reports(ex:StateofInboundMarkeng)
Whitepapers
Kits(mulpleofferspackagedtogether)
LiveWebinars
On-demandVideosOn-demandVideos
Blog(includingoffersinthenavorsidebar)
Blogposts(ifthereisaCTAinthepost)
Middle-of-the-funneloffers:DemoRequests,ContactSales,RFP,Etc(more
sales-readyoffers).
CALLSTOACTIONTHATROCK
Notalloffersarecreatedequal.Some“formats”ofoffersperformbeerthanothers
atconverngleads.Forexample,what’smorevaluable,awhitepaperoranebook?
Belowarethetypeofoffers,inorderofperformance,thatgeneratethemostamount
ofleads.
7.USEHIGHVALUEOFFERFORMATS
Calls-to-acon(CTA)arethesecretsaucetodrivingpeopletoyouroffers.IfyourCTAs
aren’teffecveatcapturingpeople’saenonandpersuadingthemtotheclick,then
itmakestheofferuseless.
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CTAscanbeusedonproductpages(non-landingpages),indisplayads,email,social
media,directmailandpreymuchanywhereyoucanmarketyouroffer.
ButnotallCTAsarecreatedequal.Inaworldwhereeverybrandisfighngfor
consumersaenon,it’scricalthatprospectschooseyourofferoveryour
competors.Inthisguide,we’lluncoverpstocreangCTAsthatrock.
8.PLACEYOURCTAWHERETHEEYECANSEE
Calls-to-acondobest“abovethefold”-thespacewhereyourwebpageisviewable
totheuserwithouthavingtoscrolldown.Accordingtoheatmapanalysis,anything
“belowthefold”willonlybeviewedby50%ofpeoplewhovisityourpage.Doubling
impressionsonyourCTAscansignificantlyincreaseyourleadcount.
NocetheplacementoftheprimaryCTAontheFreshbookshomepage.Twobuonsfor“TryitFree
for30Days”standoutabovethefold
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ThatisoneofmyfavoritephrasesIlearnedfromthefolksatMarkengExperiements.
O en mes,marketerswillputmorefocusonbeingcleverthanclear.Becrystalclear
aboutwhatofferisinyourCTA.Andbespecific.Ifyou’regivingawayafreeguide,say
“DownloadourFREEguidetoX.”Ifyou’rehosngafreewebinar,say“Registerforour
FREEwebinaronX.”Xshouldclearlyconveyacompellingbenefitofreceivingthe
offer.Thisismuchmoreeffecvethan“DownloadNow”or“GetaFreeArcle.”These
simplyaren’tspecificenough.
9.CLARITYTRUMPSPERSUASION
10.USECONTRASTTOMAKECTASSTANDOUT
NocethatthisCTAistopromoteafreeebook.Thereislilecopyinthisbanneradandabuon
thatindicatesit’sclickable.
WhileEvernotehasabeaufullydesignedwebsite,theprimarycall-to-aconfortheirfreetrialis
somewhatburiedbecausethebuonisthesamecolorasthegreenbackground.Itwouldbeworth
tesngtoseethatifadifferentcolor-suchasblue,red,ororange-wouldresultinmoreclicks.
Acall-to-aconismeanttostandout,soifyourCTAblendsintoomuchwithyoursite
design,noonewillnoceit.Youwantasmanyeyeballstolandonthatcall-to-acon
aspossible,sousecontrasngcolorstomaketheCTAstandout,andmore
importantly,usedesigntomakeitclearitisaclickablecall-to-acon.
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This pmightseemminor,butit’sincrediblehowoenbusinessesmissthis
opportunity.Calls-to-aconaremeanttosendvisitorstoadedicatedlandingpage
wheretheyreceiveaspecificoffer.DonotuseCTAstodrivepeopletoyour
homepage.EvenifyourCTAisaboutyourbrandorproduct(andperhapsnotanoffer
likeadownload),sllsendthemtoatargetedlandingpagethatisrelevanttowhat
theyarelookingfor.IfyouhavetheopportunitytouseaCTA,sendthemtoapage
thatwillconvertthemintoalead.
11.LINKYOURCTATOADEDICATEDLANDINGPAGE
12.PROMOTEOFFERSONPRODUCTPAGES
CTAsshouldn’tbeonesizefitsall.Ifyourcompanyoffersvariousproductsorservices,
youmaywanttoconsidercreangadifferentofferforeachofthem.Thenyoucan
placeCTAslinkingtoeachofferonthewebsitepagesthataremostrelevanttothat
offer.
ThisCTAforaTwierebookdrivesvisitorsdirectlytoalandingpageforthatebook.
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Evenifsomeonecompletesaformonyourwebsite(thusthey’veconvertedasalead),
don’tstopthere.Increasingengagementisalsoatoppriorityformarketerssothat
prospectsturnintoloyalfans.
OncesomeoneOncesomeonereachesa“thankyoupage,”thepagethatavisitorarrivesonaer
complengaform,usethatspaceasanopportunitytopromotemoreoffersand
content.Forexample,ifavisitoronhubspot.comdownloadsaguideonemail
markeng,wecanofferthemanotherofferforaEmailRFPforachancetoseea
demoofouremailmarkengplaorm.
13.THANKYOUPAGESAREGREATCTAREALESTATE
PrecallPro,aHubSpotcustomer,
offersasecondarycall-to-acon
forademonstraonontheir
thank-youpage.
Inthisexample,aCTAfor“RequestaDemo”isplacedonaproductpage.Togeneratemoreleads,
wemightalsohaveaCTAfora“FreeGuidetoSEO,”becauseitisrelatedtotheproductoffering.
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Landingpagesareoneofthemostimportantelementsofleadgeneraon.Infact,
accordingtoMarkengSherpa’sresearch,landingpagesareeffecvefor94%ofB2B
andB2Ccompanies.Theuseoflandingpagesenablesmarketerstodirectwebsite
visitorstotargetedpagesandcaptureleadsatamuchhigherrate.
What’sgreataboutlandingpagesisthattheydirectyourvisitorstooneparcular
offerwithoutthedistraconsofeverythingelseonyourwebsite.Visitorsareona
landingpageforoneandonlypurpose:tocompletetheleadcaptureform.
14.ELEMENTSOFANEFFECTIVELANDINGPAGE
Landingpages,somemescalleda“LeadCapturePage,”areusedtoconvertvisitors
intoleadsbycomplengatransaconorbycollecngcontactinformaonfromthem.
Landingpagesconsistof:
Aheadlineand
(oponal)sub-headline
Abriefdescriponoftheoffer
Atleastonesupporngimage
(Oponal)supporngelements
suchastesmonialsorsecurity
badges
Andmostimportantly,
aformtocaptureinformaon
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LANDINGPAGESTHATCONVERT
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Onceavisitorarrivesonalandingpage,it’syourjobtokeepthemthere.Ifthereare
linksonthepagetomoveaboutyourwebsite,itwilldistractthevisitoranddecrease
thechanceofthemconverngonthepage.
Oneofthebestwaystoincreaseyourlandingpageconversionratesistosimply
removethemainnavigaonfromthepage.That’sit!
15.REMOVETHEMAINNAVIGATION
Removedmainnavigaon
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16.MATCHTHEHEADLINEOFTHELANDINGPAGETOTHE
CORRESPONDINGCTA
17.LESSISMORE
KeepyourmessagingconsistentonbothyourCTAandtheheadlineofthelanding
page.Ifpeopleclickonalinkforafreeofferandthenfindoutthere’sacatchonthe
landingpage,you’llinstantlylosetheirtrust.Similarly,iftheheadlinereadsdifferently
thantheCTA,itmightleadtoconfusion,andthevisitormightwonderiftheCTAis
linkedtothewrongpage.
I’msureyou’reawareoftherule“keepitsimple,stupid.”Thesameappliestolanding
pages.Aclueredpagemeansadistractedvisitor.Bebriefandtothepoint;it’sinthe
offeritselfwhereyougivemoreinformaon.Inaddiontoyourheadline,includea
briefparagraphexplainingwhattheofferis,followedbyafewbulletpointsoutlining
thebenefitsoftheoffer.
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Thelandingpagecopytellsthevisitorwhattheywillreceivewhendownloadingtheoffer.
18.EMPHASIZETHEBENEFITSOFTHEOFFER
19.ENCOURAGESOCIALSHARING
Makeitclearinyourbriefparagraphand/orbulletpointswhatthebenefitsofthe
offerare.It’smorethanjustlisngwhattheofferiscomprisedof;ittakesabitof
spin.Insteadof“IncludesspecificaonsofproductXYZ,”saysomethinglike“Findout
howXYZcanincreaseproducvityby50%.”Inotherwords,conveythevalueofyour
offerclearlyandeffecvely.
Onyourlandingpage,don’tforgettoincludebuonstoenableyourprospectsto
sharecontentandoffers.Includemulplesocialmediachannelsaswellasemail,
sincepeoplehavedifferentsharingpreferences.Whenyourofferissharedmore,
morepeoplelandonthepage,andthereforemorepeoplefilloutyourformand
becomeleads!
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20.MORELANDINGPAGESEQUALMORELEADS
Accordingtoarecentmarkengbenchmarksreport,companiesseea55%increasein
leadsbyincreasinglandingpagesfrom10to15.Themorecontent,offers,andlanding
pagesyoucreate,moreopportuniestogeneratemoreleadsforyourbusiness.
EBOOK WHITEPAPER
Socialmediasharingbuonsareprominatelydisplayedonthepage.
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Formsarethekeytoalandingpage.Withoutthem,thereisnowayto“convert”a
visitorintoalead.Formscomeinhandywhenit’s meforpeopletosign-up,
subscribetoyoursiteordownloadanoffer.
Thefollowing pswilluncoverhowtobuildgreatlandingpageforms.
21.THERIGHTFORMLENGTH
Youmightbewonderinghowmuchorhowlileinformaonyoushouldrequirewith
aform.Thereisnomagicanswerwhenitcomestohowmanyfieldsyourformshould
containbutthebestbalancewouldbetocollectonlytheinformaonyoureallyneed.
Thefewerfieldsyouhaveinaform,themorelikelyyouwillreceivemoreconversions.
Thisisbecausewitheachnewfieldyouaddtoaform,itcreatesfricon(morework
forthevisitor)andfewerconversions.Alongerformlookslikemoreworkand
somemesitwillbeavoidedalltogether.Butontheotherhand,themorefieldsyou
require,thebeerqualitythoseleadsmightbe.Thebestwaytodeterminewhat
worksbestistotestit.
OPTIMIZEDFORMS
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Thatisthequesonmostofyourvisitorsareasking.Oneofthebestwaystoincrease
formconversionratesistosimplyNOTusedefaultwordonyourbuon:“SUBMIT.”
Ifyouthinkaboutit,noonewantsto“submit”toanything.Instead,turnthe
statementintoabenefitthatrelatestowhattheyarege nginreturn.
Forexample,iftheformistodownloadabrochurekit,thesubmitbuonshouldsay,
“GetYourBrochureKit.”Otherexamplesinclude“Downloadwhitepaper,”“Getyour
freeebook,”or“JoinourNewsleer.”
AnotherhelAnotherhelpfulp,makethebuonbig,boldandcolorful.Makesureitlookslikea
buon(usuallybeveledandappears“clickable”).
22.TOSUBMITORNOTTOSUBMIT
Don’tdothis!
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Peoplearemoreresistanttogiveuptheirinformaonthesedays,especiallybecause
oftheincreaseinspam.Thereareafewdifferentelementsyoucanaddtotheform
orlandingpagetohelpreduceavisitor’sanxietytocompletetheform:
Addaprivacymessage(orlinktoyourprivacypolicy)thatindicatestheiremailwill
notbesharedorsold.
Ifyourformrequiressensiveinformaon,includesecurityseals,aBBBrang,or
cerficaonssothatvisitorsknowtheirinformaonissafeandsecure.
Addingtesmonialsorcustomerlogosisanothergreattoindicatesocialproof.For
23.REDUCEANXIETYWITHPROOFELEMENTS
24.MAKETHEFORMAPPEARSHORTER
Somemespeoplewon’tfilloutaformjustbecauseit“looks”longand
me-consuming.Ifyourformrequiresalotoffields,trymakingtheformlook
shorterbyadjusngthestyling.
Forexample,reducethespacinginbetweenfieldsoralignthe tlestothele of
eachfieldinsteadofaboveitsothattheformappearsshorter.Iftheformcoversless
spaceonthepage,itmayseemasifyou’reaskingforless.
Exampleofsecuritysealsatthebo omofalandingpageform.
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Bothformshavethesameamountoffields,butversionAmightlookshorterthanBonthepage.
A B
Yourwebsiteisn’tasilo.Marketersmustulizemanyotherchannelsinorderto
maximizetheirleadgeneraonefforts.Inthissense,achannelmightbearetail
store,awebsite,asocialmediaplaorm,anemail,oratextmessage.Theobjecve
istomakeiteasyforbuyerstoresearch,evaluateandpurchaseproductsinanyway
thatismostappropriateforthem.It’sallabouthavingtherightmarkengmix.
Inthislastchapter,wewillbrieflycoverafewchannelsthathelpbusinessesgenerate
themostamountofleads.
AccordingtoHubSpot’srecentBenchmarksreport,companiesthatblog6-8 mesper
monthdoubletheirleadvolume.Thisprovesthatbloggingisahighlyeffecve
channelforleadgeneraon.
MULTICHANNELLEADGENERATION
25.BLOGGINGBRINGSINTHELEADS
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Manybusinessesmaythinkthatemailmarkengisonlybestusedwhen
communicangwithexisngprospectsandcustomers.Notso!Emailcanbeagreat
channelfornewleadgeneraon.Herearesomewaysyoucanuseemailtogenerate
morenewprospects:
Focusonanopt-instrategy.Ifyou’rebuyingemaillistsandspammingyour
prospects,noonewillwanttoshareyouremailwithothers.Theywillonlywantto
unsubscribe!Thefirststeptoemailleadgeneraonistomakesureyouhavehappy
subscribersthatenjoyreceivingemailsfromyou.
Sendpeoplevaluableoffers.Ifyousendreallyinteresngorvaluedoffers-whether
it’sdownloads,discountsoreducaonalcontent-peoplewillmorelikelyshare
youremailswiththeirfriendsorcolleagues.
GiGivepeoplethetoolstoshare.Don’tforgettoadda“ForwardtoaFriend”linkor
socialmediasharingbuonswithineachemailsopeopleareencouragedtopassit
on.
26.EMAILMARKETING
AnexampleofaCTAatthebo omofaHubSpotblogpost.Theoffermatchesthecontentofthe
postforrelevance.
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Socialmediaisn’tjustforlikingfunnypicturesortweengwhatyouatefor
breakfast.Socialmediaisanemergingchannelthatmanybusinessesaretaking
advantageof.Herearesomegreatpsforgenerangleadsonsocialnetworks.
Buildaloyalfollowing.Buildingarelaonshipwithpotenalcustomersisacrical
firststep.Socialmediaconneconsarereallyaboutpeople-to-people,notalways
company-to-individual.Gettoknowyouraudienceonline,communicateandshare
informaon.Inordertogenerateleads,youneedtohavehumaninteraconwith
others.
RRemember,socialmediaisadialogue.Companiesthatonlyusesocialmediato
blastoutmessagesaboutthemselvesaren’tusingsocialchannelseffecvely.The
goalistointeractwithothersandbehelpful.Whenyousharecontentonsocial
media,don’talwayspostsomethingthatrelatestoyourcompany.Sharelinksto
otherinteresngthingsyou’vefoundonline.Peoplewillbeverythankfulyouare
nocingtheirwork,too!
IInfluenceconneconsforcontentsharing.Publishingandsharingcontentthat
directstraffictotargetedlandingpagesisthesinglebiggestlevertoincreaselead
27.SOCIALMEDIA
Simpleemailpromongavaluableofferthatincludessocialmediasharingbuons.
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Whilepromongyouroffersinmanychannelsiscrucialforleadgeneraon,it’salso
equallyimportanttomakeiteasyforpeopletofindyourlandingpagesthrough
searchengines.Todothis,youneedtoapplysearchengineopmizaon(SEO)best
praccestoyourlandingpages,suchas:
Pickaprimarykeywordforeachlandingpageandfocusonopmizingthatpagefor
thatword.Ifyouoversaturateapagewithtoomanykeywords,thepagewillloseits
importanceandauthoritybecausesearchengineswon’thaveaclearideaofwhat
thepageisabout.
Placeyourprimarykeywordsinyourheadlineand
sub-headline.Theseareasofcontenthavegreaterweighttosearchengines.
IncludetheIncludethekeywordsinthebodycontentbutdon’tusethemoutofcontext.Make
suretheyarerelevantwiththerestofyourcontent.
Includekeywordsinthefilenameofimages(e.g.mykeyword.jpg)orusethemin
theALTtag.
IncludethekeywordsinthepageURL.
28.ORGANICSEARCH
29.USELINKSANDCTASWITHINOFFERS
Youroffersthemselvesaregreatchannelsforleadgeneraon.Forexample,inthis
ebookIhaveincludedlinkstoothercontentoffersyoucandownload.Aspeople
sharethisebook,theymaydiscoverotherresourcesthatweofferbythelinkswithin
thecontent.
generaonthroughsocialmedia.Shareyournewcontentoffersbyposnglinksto
landingpages,andinaddion,shareblogposts,discounts,andothergreatresources.
25 30LeadGeneraonTips,TricksandIdeas

26. www.inSegment.com
30.A/BTESTING
Whilethisisn’tachannelpersay,itisagreatwaytoincreaseleadsacrossallchannels
andtaccs.A/Btesngcanbeusedincalls-to-acon,landingpages,emailmarkeng,
adversing,andmore.AccordingtoHubSpotresearch,A/Btesngyourlandingpages
andotherassetscanhelpyougenerateupto40%moreleadsforyourbusiness.
Whendonecorrectly,A/Btesngcanprovideahugecompe veadvantageforyour
company.
TTolearnmore,downloadAnIntroducontoUsingA/BTesngforMarkeng
Opmizaon.
Withinthisebook“25WebsiteMust-Haves,”arelinkstootherebooksandguides.
26 30LeadGeneraonTips,TricksandIdeas

27. www.inSegment.com
Conclusion
Generangleadsonlinehasthepowertotransformyourmarkeng.Usinggreat
offers,calls-to-acon,landingpagesandforms-whilepromongthemin
mul-channelenvironments-canreduceyourcost-per-leadwhiledeliveringhigher
qualityprospectstoyoursalesteam.
Thebasicshereinarejustthebeginning.ThisguidecontainsmanybestpraccesforThebasicshereinarejustthebeginning.Thisguidecontainsmanybestpraccesfor
everyaspectsofleadgeneraontohelpbolsteryourconversionrates,butthese
taccsareonlythe poftheiceberg.Connuetotweakandtesteachstepofyour
inboundleadgeneraonprocessinanefforttoimproveleadqualityandincrease
revenue.
Nowgo,younggrasshopper,onyourwaytobecomingaleadgeneraonmaster.
27 30LeadGeneraonTips,TricksandIdeas

28. AboutinSegment
Weareaninnovave,full-servicedigitalmarkengagency.Wemaximizeourclient's
onlinepotenalthroughcu ng-edgesoluonsinwebdesign,development,
demandgeneraon,SEOandsocialmediaengagement.Wearecommiedtoyour
bo omlineandalwaysbackupourtaccswithconcreteresults.
Contactustolearnmoreaboutourservicesatwww.inSegment.com
www.inSegment.com