7 Tips for Generating Leads Online - Part One
The following information will help you whether the primary purpose of your website is lead generation or if it is only one part of your marketing purpose. Either way, it is always about answering a prospect's unspoken questions and communicating the value of doing business with you.
Folks do their research online precisely so they don't have to interact with someone - You need to believe that your prospects as being extremely shy and introverted individuals.They have specific expectations of you, in that they expect you to guide them in comfort and to provide excitement along the way. They are also always extremely inquisitive.Think of every landing page visit representing an unspoken question that you need to provide the answer to.
Can the design, architecture and content of your Web site convince visitors you're valuable to them, so they give something of value to you in return by becoming leads Here, in Part One of this series are three suggestions to get you started
The Persuasive Process
It doesn't matter whether your business is B2B or B2C, whether your sales process is simple or complex - these may influence the details of your tactics, but they won't change the fact that every ebusiness is about persuasion.
There are always 2 questions that you need to focus on:
Who do you need to persuade?
What are you persuading them to do?What exactly is it that you are persuading them to do?
When we are talking about lead generation then you are most likely going to be wanting your prospects to be downloading video information, filling in contact forms, registering for something, forwarding information to others they know or sometimes opting into e-newsletters.
Once you have created the personas, constructions that represent your "who"s, and identified the action you want them to take, you then turn to designing an online experience that incorporates your answer to the third basic question:
What is the most successful and effective method of persuading them?
1. The Message Must be Relevant
Identify what really matters to your visitors. What motivates them to seek you out?What problems do you solve for them? Can you reduce any of their friction points?Identify the benefits and value your products or services confer. If you can work out what they are looking for and provide a well thought out, logical and relevant message then you have the ability to catch them.
2. Avoid Using Jargon
Unless you're marketing to a select audience that absolutely requires you to communicate credibility via insiderspeak (jargon), stay away from the stuff.Jargon convinces folks you aren't really interested in talking to them, so they're far less likely to pay attention.Any jargon that you absolutely need to use should be used in a minimalistic way. Those wanting to know if you can really talk the talk will look to find it (and yes, you should have a place for this on your site).
If you're not sure how folks talk or think about your products or services, conduct online consumer research and speak with the people who interact directly with your customers.Using this knowledge and certain language used by prospects will also make leads feel more comfortable with your website and has the side effect of boosting your search engine rankings.
3. Be Sure Not to "We" Everywhere!
The first rule of online success is it's never about you. Brilliant as you and your business may be, focus on visitors. Let them know you understand their needs and what matters to them.Make them feel that it is all about them.
Try incorporating one or two of these suggestions and see what happens.Even better, look out for the next installment of this article series to find another 4 tips on lead generation.
The following information will help you whether the primary purpose of your website is lead generation or if it is only one part of your marketing purpose. Either way, it is always about answering a prospect's unspoken questions and communicating the value of doing business with you.
Folks do their research online precisely so they don't have to interact with someone - You need to believe that your prospects as being extremely shy and introverted individuals.They have specific expectations of you, in that they expect you to guide them in comfort and to provide excitement along the way. They are also always extremely inquisitive.Think of every landing page visit representing an unspoken question that you need to provide the answer to.
Can the design, architecture and content of your Web site convince visitors you're valuable to them, so they give something of value to you in return by becoming leads Here, in Part One of this series are three suggestions to get you started
The Persuasive Process
It doesn't matter whether your business is B2B or B2C, whether your sales process is simple or complex - these may influence the details of your tactics, but they won't change the fact that every ebusiness is about persuasion.
There are always 2 questions that you need to focus on:
Who do you need to persuade?
What are you persuading them to do?What exactly is it that you are persuading them to do?
When we are talking about lead generation then you are most likely going to be wanting your prospects to be downloading video information, filling in contact forms, registering for something, forwarding information to others they know or sometimes opting into e-newsletters.
Once you have created the personas, constructions that represent your "who"s, and identified the action you want them to take, you then turn to designing an online experience that incorporates your answer to the third basic question:
What is the most successful and effective method of persuading them?
1. The Message Must be Relevant
Identify what really matters to your visitors. What motivates them to seek you out?What problems do you solve for them? Can you reduce any of their friction points?Identify the benefits and value your products or services confer. If you can work out what they are looking for and provide a well thought out, logical and relevant message then you have the ability to catch them.
2. Avoid Using Jargon
Unless you're marketing to a select audience that absolutely requires you to communicate credibility via insiderspeak (jargon), stay away from the stuff.Jargon convinces folks you aren't really interested in talking to them, so they're far less likely to pay attention.Any jargon that you absolutely need to use should be used in a minimalistic way. Those wanting to know if you can really talk the talk will look to find it (and yes, you should have a place for this on your site).
If you're not sure how folks talk or think about your products or services, conduct online consumer research and speak with the people who interact directly with your customers.Using this knowledge and certain language used by prospects will also make leads feel more comfortable with your website and has the side effect of boosting your search engine rankings.
3. Be Sure Not to "We" Everywhere!
The first rule of online success is it's never about you. Brilliant as you and your business may be, focus on visitors. Let them know you understand their needs and what matters to them.Make them feel that it is all about them.
Try incorporating one or two of these suggestions and see what happens.Even better, look out for the next installment of this article series to find another 4 tips on lead generation.
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