It’s no secret that marketing and sales go hand in hand. One study showed that businesses who aligned their marketing and their sales functions saw not only a 38% increase in sales win rates, but also a** 36% increase** in customer retention.
While the results of that study are convincing, you likely don’t need to be convinced on the idea that marketing generates high-quality and consistent sales leads (the word “duh” is probably echoing in your head right about now).
The question you’re probably asking yourself knowing that information is, “how exactly can I go about setting up an efficient and effective lead generation system?”
Lucky for you, you’re in the right place. We all know that lead generation doesn’t come down to singular tips, tools, or tricks.
However, there are essential steps and guidelines you can follow to know how to generate sales leads effectively, which you’ll learn if you continue reading.
1. It All Starts with Traffic
Start your lead generation process by examining one of the most fundamental areas of where your sales leads are coming from: your traffic. Examine your traffic with tools such as Google Analytics to see how much traffic you’re getting as well as what kind of traffic you’re getting.
If you’re looking for tips on how to get more sales leads, chances are there’s an issue at the traffic-level of your business. Use the information you get from analytics to identify your problem.
You’ll usually see three main traffic problems:
Problem 1: Building initial traffic.
Let’s say you’re a part of a startup or a new small business. Chances are you’re not getting much traffic at all since you’re a brand new organization.
This issue will usually be resolved as you become more established, as you generate content, and as you run marketing campaigns.
Problem 2: Not getting enough traffic.
Perhaps you’re not getting enough traffic, but you’ve been around for some time now. This could be a result of a neglected website, old content, and a lack of optimization of your content.
Bottom line? Not getting enough traffic is usually the result of a combination of old content, no content, and bad content.
Focus on updating your content to be optimized to 2019 trends and your current sales goals. Get rid of older and irrelevant content and replace it with some fresh stuff.
Problem 3: Getting the wrong kind of traffic.
You could potentially get tons of traffic everyday and still be in a poor sales generation position simply because you’re attracting the wrong type of people to your website. This is usually the result of poor content.
What do I mean by poor content? You could have the most well-written and convincing articles and copy on your site, and it could still be considered poor content if it isn’t representing your business, product, or service properly.
Remember to create content that is relevant for your intended audience to make sure your traffic is going to drive eventual sales leads (and hopefully some sales wins!).
2. Landing Pages Are Essential
Landing pages refer to the first place someone lands when they come to your site. When you’re looking at your traffic on Google Analytics, take note of the list of the landing pages on your site as well.
Look at those top landing pages and think to yourself: is there anything on these top pages that is going to help me generate a lead?
The answer is probably no. Top landing pages are usually content-oriented, like a blog post or an informative article, for example.
The key is to optimize these top landing pages in a way that will drive lead generation.
Do that with two simple things.
The first is a prominently displayed contact, whether that’s a phone number or an email address, in the top right-hand corner of the page. This urges people to contact your company as soon as they land on your site.
The second would be to include a form-fill just underneath that contact info. This will allow the customer to fill out a quick form with minimal info (name, interest, email, etc) for them to get more information on the product/service as well as provide the sales team with enough info to act on the lead ASAP.
Want to make your landing page even better? On the left-hand side of the page, have succinct, convincing copy that tells visitors why they should bother filling out the form on the right.
3. Content Is King for a Reason
Content has already come up a few times in this post, and for good reason: businesses with blog content get 126% more lead growth than ones without. Content isn’t just blog posts, either. It’s newsletters, videos, infographics, social media posts, books, instruction manuals, and more.
Consistent and quality content generates more traffic, which we now know is important for sales generation.
But besides bringing in traffic and getting people on those well-optimized landing pages we just talked about, content also gives your potential customers the information they need to “take the plunge”, so to speak.
The more content you have to educate them and make them feel confident about going into that sales conversation, the better chance you will have of converting them into a lead.
Creating Fresh and Relevant Content
What information or education does my prospective customer need in order to become a customer? Do they need more information on your service? What about how they can apply the product to their lives? Or how to use the product?
Create content that will make the prospect feel comfortable and informed enough to be actively considering purchasing your product or service.
Also, ask yourself who of your competitors is really nailing it with their content. What are they doing well? Use the good work they’ve already done to your advantage and apply it to your own business.
Finally, ask yourself why you’re making the content you’re making. Be intentional with what you make: fluffy, useless content won’t help (it will actually hurt you!).
Make content that your audience is looking for, that has a purpose for your product, and that’s understandable and informative.
4. Use SEO and PPC
Search Engine Optimization (SEO) and Pay-Per-Click (PPC) are how you’re going to increase and target your traffic, which, if you remember from earlier, are two of the biggest traffic problems sites face.
When somebody goes to a search engine to find information or look up a question that they’re looking for, what they’re doing is starting the process of eventually engaging with a company like yourself that delivers that information, product, or service.
We’ve already gone over why you need content. What you’re doing with SEO is leveraging that content and making sure that you do your very best to get that content into the top positions on the search engine.
This makes your content and, thus, your product or service visible to the target audience and traffic you’re looking for.
PPC will work similarly to SEO, but it will work faster. PPC campaigns allow you to instantly “turn on” your targeting marketing without having to wait for search engines to evaluate and index your content/pages.
You essentially pay to put your content right at the top of searches, which will pull in relevant and actionable sales leads.
5. Set Up Email Campaigns
If you think that email isn’t as relevant as it once was, think again. Email is 40% more effective at generating new sales than both Twitter and Facebook!
Emails are going to capture your audience and push them down your sales funnel, so to speak. Even the best landing pages and content are only going to convert about 5-10% of your traffic.
But remember that fill-in form on your landing page? And your email list you’ve compiled? That’s going to allow you to capture the remaining 90% of traffic that you’ve worked so hard to get!
Emails will be your secondary call to action that use the information you’ve gathered, which will help drive the prospect towards a sale. These secondary CTAs could include further information on the product/service, a reminder of the product/service, or even a discount or coupon to drive a prospect towards a sale.
Now You Know How to Generate Sales Leads… So Get to It!
The main goal with these 5 guidelines is not only to learn how to generate sales leads, but also to set up a lead generation system that will set you and your sales team up for long-term consistency and success.
This is far from a comprehensive guide. It gives you a general outline of the steps you need to take with marketing and sales.
If you’d like more information on each individual step, check out my other articles on each topic. There, I go into more specifics on the steps I went over here.
Still stuck? Still have questions? Leave me a comment and let me know what you think your issue or obstacle is, and I’ll do my best to help you improve your lead generation system.