Lead Generation… it’s one of those phrases that gets bandied about within the ecommerce space, but what does it really entail? We delve in!
What is Lead Generation?
Lead generation is the process of identifying people with a vague awareness of your business and nurturing them into taking actions that demonstrate interest and intent.
Lead generation within the ecommerce space can consist of many actions such as; signing up to your weekly newsletter, downloading a piece of content or simply following you on social media. Lead generation drives growth by attracting valuable prospects, so it’s important that you establish a solid strategy, sooner rather than later!
How to create a polished strategy
Ecommerce is a very competitive market! To stand out from the crowd and gain an advantage over your competitors, you’ll need a solid lead generation strategy.
When developing your strategy, a good place to start is by narrowing down your ideal leads. You may have already done the research on customer persona’s and if so, it’s time to utilise this! Map out all of the information you have and ensure your strategy is aimed at your ideal leads and customers. You don’t want to be wasting valuable resources by targeting your home-insurance products to a university student, do you?
When you’ve identified your ideal leads, your strategy must outline the ways in which you’ll target them. If you’re ideal leads are Gen-Z, utilise social media platforms and meet them where they already are. If you’re targeting B2B’s, your valuable content should help them reach to their own goals and objectives.
The key here is that your strategy should target and attract your ideal leads before hooking them in with fantastic content. We explore the ways in which you can generate more leads and in the long-run, more revenue!
Search Engine Optimisation
First and foremost, your ideal leads need to find you! So a great place to start is with SEO. A good SEO strategy starts with keyword research; utilise tools such as Google Keyword Planner and Google itself to find keywords that your ideal customer will use when looking for a service or product that you offer. This is where truly understanding your ideal customers’ values, thoughts and behaviour comes into play.
Once you’ve identified the keywords that your ideal leads are likely to use, you can work out which ones have the highest search volumes and begin to incorporate them into your content.
So your ideal customer has landed on your site, great! But how will you ensure that they take action? *Drumroll please* We’d like to introduce you to a nifty little tool called Lead Magnets!
The purpose of a lead magnet is to provide something of value to your prospects, in exchange for contact details. Examples include product samples, webinars, how-to-guides, case studies and even quizzes. To ensure your lead magnet hits the mark and creates the most conversions, you must ensure that they provide tons of value for your target audience and are relevant to your business.
The best lead magnets offer something that your audience can’t get elsewhere, so dig-deep and think about what your ideal customer really wants!
Social media can be a great way to generate leads, so long as it’s used wisely. Choosing social media platforms based on where your ideal customers already spend time is a very smart move. When you’ve figured this out, its time to entice your audience to visit your website and incentivise them to take an action.
Utilising social media is a great way to boost brand awareness as you can share user-generated-content and reviews which builds trust with your audience. Not only that, you can instantly share flash sales, offers and other promotions within the platforms and direct customers straight to your website – win win!
It’s time to think outside the box, get collaborative and generate some top-notch content! Nurturing leads with content that they will find valuable is a great way to build relationships and gain trust. The key here is to ensure that what you’re offering, can’t be found elsewhere whilst also being worth exchanging personal information for.
Lead Generation Forms
The implementation of high quality lead generation forms within your website also needs careful consideration. For the best chance of converting site visitors into leads, your website must utilise call-to-actions (CTA) such as ‘Try it Now’ or ‘Get free sample’. You want these CTA’s to be catchy and capture attention but not appear too pushy or pressurising.
Once you nailed down your CTA’s , your next job is to ensure that your data-capture form is up to scratch. Here, you want the fewest number of fields as possible, so choose them wisely! In the same breath, you also need to capture useful information that will help you to understand your customer more deeply, so it’s a fine balance.
In sum, your lead generation forms should be as concise and stress-free as possible (we think a simple Name and Email Address is all you really need!) After all, what your offering has got to be worth someone spending the time filling in the form and exchanging their personal details for!
So there you have it, our top tips for Lead Generation. We hope this helps your business to get more leads!
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