Generating leads – both in quantity and quality – is a business owner’s most important growth objective in the modern era.
An effective list building engine is what keeps your pipeline full of sales prospects while you sleep. But sadly …
Only 1 in 10 marketers feel their list building strategies are effective.
There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know which parts need fine tuning.
In this blog post, we’ll expose the latest tips and tricks that online start ups and small business marketers should utilize to increase leads and drive more online revenue.
These proven content marketing tactics have been tested over the past 7 years and have been used by Unfunnel and Hubspot’s total combined list of 10,000+ customers to generate more than 9.8 million leads in 2014.
So what goes into a world-class lead generation engine?
First, let’s take a look at the mechanics of high performing list building campaigns …
HOW TO CREATE IRRESISTIBLE LEAD GEN OFFERS
Yes = One of the most powerful words in the human language. And if you think about all the things we do as business owners, it’s ultimately to get people to say “yes” to our offers.
When an offer is exclusive, scarce, or in high demand, it becomes more desirable.
Why do these elements work?
Because they trigger a physiological reaction that makes an offer more valuable.
People need to perceive the value of your offer to be greater than what you’re asking for in return. The higher the perception of value, the more irresistible the offer.
So how do you create irresistible offers? Well, I’m glad you asked …
#1. Fear of Loss
If you look at the principle of supply and demand, you’ll notice that when supply is limited, demand goes up. Scarcity has a psychological influence on us, making us want something even more if there isn’t enough to go around.
Scarcity is great because it creates a fear of shortage, and thus a sense of urgency.
Limited Time Offers
Among the most popular in the scarcity category. Just think about your average car dealership. Practically every commercial is a limited time deal. “Get 0% financing before it’s gone!”
Limited Quantity Offer
When something is of limited quantity, it suddenly becomes more unique or exclusive. In some studies, limited supply offers have outperformed limited-time offers.
Why? Because it’s hard to tell when an offer of limited quantity will suddenly become unavailable, while a time-based offer has a known end time. Limited quantity offers are great for not only getting people to say “yes” to your offer, but to avoid procrastination completely.
Limited Time and Limited Quantity
Groupon is the perfect example of using both tactics. All Groupon deals end within a certain time frame, and they limit the number of people who can buy a Groupon.
That’s a powerful combination.
The site also packages these scarcity tactics with discounting, which is another great value-add, especially for ecommerce businesses.
#2. The Jones Effect
It’s a natural tendency for humans to copy one another, even without realizing it – we like to be a part of tribes and social communities.
So when we notice our social circle is doing one thing, we tend to follow suit. One great way to make an offer more valuable is to show that other people are participating in that offer.
Social Proof is in the Numbers
When possible, a great way to indicate how awesome an offer is to mention the number of people who have purchased, downloaded, registered or donated.
A few examples include …
- Webinars: On the landing page promoting your webinar, state that more than X number of people have signed up.
- Blog Subscription: Similarly, on our blog under our “subscribe” module, it indicates thousands of people have subscribed. This is
proof that it’s a highly trustworthy and popular blog people should follow.
- Conferences: Events like SXSW and INBOUND are some of the hottest events because tons of people flock to them every year.
Just make sure that your claims are not only believable, but true.
#3. Create an Amazing Offer Title
Brian Halligan, HubSpot CEO and co-founder, once said “You can have a great offer with a bad title and no one will download it. But if you have an amazing title, suddenly everyone wants it.”
Yes – people do judge a book by it’s cover. If your offer is a piece of content, such as a whitepaper, ebook, or presentation, put effort into creating an amazing title.
#4. Create Offers for Each Step of the Customer Journey
The most common offer I see on most websites is “Contact Us.” Sure, you want all your prospects to talk to sales, but not everyone is ready.
As you know, buyers are more likely to do their own research before even engaging with a salesperson. And every prospect is at a different stage of exploration. Some need more education than others.
That’s why it’s important to develop different offers at different buying cycles.
Someone at the top of the buying cycle may be more interested in an informational piece like a guide or eBook, whereas someone more committed at the bottom of the cycle might be more interested in a free trial or demo.
You don’t need to pick and choose; create offers for each phase, and include a primary and secondary Call to Action to these offers on various pages throughout your site.
#5. Mix Up the Format of your Lead Magnet
Not all offers are created equal. Some “formats” of offers perform better than others at converting leads. For example, what’s more valuable, a whitepaper or an eBook?
Here are the type of offers, in order of performance, that generate the most amount of leads:
- Ebooks or Guides
- Toolkits (multiple offers packaged together)
- Blog CTAs (including offers in the nav or sidebar)
- Blog posts (if there is a CTA in the post)
It’s important to test different types of offers with your audience to determine what works for you. While eBooks score high on our list, you may find that reports, videos or other formats do better.
Next, we’ll talk about how to create killer calls to action – across all digital channels.
#6. Make the Click-Bait Easy to Find
Calls-to-action do best “above the fold” – the space where your web page is viewable to the user without having to scroll down. According to heat map analysis, anything “below the fold” will only be viewed by 50% of people who visit your page. Doubling impressions on your CTAs can significantly increase your lead count.
#7. There is NO Persuasion without Clarity
Often, marketers will put more focus on being clever than clear. Be crystal clear about what offer is in your CTA. And be specific.
If you’re giving away a free guide, say “Download our FREE guide to X.” If you’re hosting a free webinar, say “Register for our FREE webinar on X.” X should clearly convey a compelling benefit of receiving the offer.
This is much more effective than “Download Now” or “Get a Free Article.” These simply aren’t specific enough.