To understand lead generation, it’s important to first understand the mechanics of the lead generation process. The best lead generation campaigns contain either one or all of the following components. From a tactical perspective, a marketer needs four crucial elements to make inbound lead generation happen.
These components include an offer, a call-to-action, a landing page and a form. Read more about each below.
Firstly, you need something of high value to offer your audience. Your offer needs to be not only informative but of interest to your specific audience; you need them to want to download it. An offer could include eBooks, whitepapers, free consultations, vouchers, or product demonstrations.
A call-to-action (CTA) can be text, an image or a button linking directly to a landing page for people to easily find and download your offer. Your CTA needs to catch the user’s eye and should include actionable words to help encourage them to click through to your offer from your CTA.
A Landing page
A landing page is different to your other web pages. A landing page is a specialised page that contains information about one particular offer and includes a form for the user to fill in to access the offer itself. On your landing page, you need to keep your copy concise and focused and be sure to highlight the benefits of the offer to further encourage the user to convert into a lead.
As we’ve mentioned above, your form will sit on your landing page. The information you’re asking for in your form should reflect the perceived value of the download. Try and keep the form as short as possible, only asking for the information required by your company. For example, you’ll want their first name and email address at least – this information will enable you to not only email market to this lead, but you’ll be able to personalise the email with their first name.
If you’d like to read more about each of these lead generation components, download our eBook here, now!