By: Simon Birch
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Marketing for Lead Generation and Sales
Having worked in various corporate sectors we often had to think outside the box in our marketing roles and we had to do Marketing for Lead Generation and sales, but what does this mean?
There are various tactics Marketing for Lead Generation and sales and these are:
- Cold Calling
- Email Generation
- Promotional Landing pages
- Social Media Promo via FB or Linkedin
- PPC via Landing pages
- Affiliate Promotion
We are not saying that these don’t work – to some degree, but as professionals and especially in our profession we get tired of hearing look at this special offer or new launch of a tool that’s hardly bespoke and sales representatives can be pushy, to say the least.
Marketing for Lead Generation and Sales is it Growth Marketing?
Growth Marketing is basically what it says. It’s growing the product via marketing strategies and channels to improve the presence of a product or Initially to build your leads for future sales. The problem is, how do we start and how do we get there?
The old techniques do not work anymore. people are more into tech these days, so the basic landing page does not work as much as it used to, and people use referrals and they do their own research before taking the plunge. They also use reviews and read comments on the page for further trustability before entering their details.
Lead generation initiates a sale – if you have the required information on the page. So this is the point we are getting at.
Not too long ago, I worked for a Fintech business as Head of Marketing within the Forex industry. It was my role to improve the growth of the website from technical and design implementation on the website to organising landing pages and content to drive targetted traffic through our pages.
Indeed we got leads and created Multi Variant Testing (MVT) on Pages, but there is so much to Marketing for Lead Generation and Sales. We goto use heatmaps on pages and using Google Analytics identify why prospective customers are leaving our website and what page are they leaving on. This could lead to many questions:
- Is the landing page broken?
- Is the quote/landing page working for all browsers?
- Is the quote/landing page working for all devices?
- Have you created page speed tests?
- Are there any spelling mistakes?
- Are the pages translated and redirected for the user language?
- Is there enough content explaining the product or service?
- Are there any reviews?
- is your Brand unrecognisable?
Once we look at these if any issues we can then look at creating MVT pages and identify which page converts best. Do not leave it there though, you should always be testing new landing pages and design new layouts for maximum conversion.
So using the points above and Marketing for Lead Generation and sales would you purchase the service or product?
Your conversion route – Are you:
1, You want leads to fill out the website form, so your sales representatives give them a call and convert them?
2, You are selling online where they can purchase the product or service online?
Either way, you will still need to improve to increase conversion rates.
Marketing for Lead Generation and sales – So how can we improve conversions?
Your customers or users visiting your website want information. So it’s vital that you provide in-depth information rather than the hard sell. Many people think lets put up a landing page and hope they click through to cart. Yes, it does happen occasionally but they have probably read a review somewhere else and then gone to purchase.
Your website should provide all that information!
Here is an example of a Fintech company I setup.
The website was a review website of providers in that particular niche – approx 30 providers/businesses (I can not name as its a conflict of interest). I built a roadmap of exactly what I wanted layouts, content, reviews etc.
The largest or most important part was the content. I had my content writers do in-depth research about each provider. I wanted 2000 words on each starting with:
- Company information
- Online reviews Snippet
- How the business started, who are the Directors
- Benefits of using their service
- Negatives or do they charge more than other providers
- Rates compared to other providers
- Location & Address, phone & Email
- Comment section
Throughout the layout was a convertor or a quote form, and an additional separate page with a detailed quote form. Nothing to pushy or in your face 2 or 3 buttons on the page linking to the quote form.
- The Main page was just explaining about the server and what the providers do. The page also linked to each provider. The main pages were:
- Home page – About the service, the providers should offer.
- Providers – individual pages of each provider. At the bottom of the content were customer reviews and links to the top 10 providers. Also a mini quote form, Name, email, phone & required service.
- Top 10 providers page – snippet with ratings and links to the provider page.
- Detailed quote form page.
- Additional pages, terms and conditions etc.
We found we got many comments good and bad on each provider, Users were taking their time to read the content and fill out the quote forms.
If it’s done right you will get results like this:
Create personable content that engages the user. Have the facts at hand and if you don’t over-push users they will in return trust your website and you will generate the leads.
Simon Birch CEO and Search and Marketing expert has managed many Fintech organisation from Director level.