Selling is tough. You face many hurdles including risk aversion, budget constraints, prospect objections and stiff competition. Thankfully, you can make your company’s website work for you to alleviate the stresses and capture leads. Here’s a list of the website lead generation strategies you need to employ to up your prospecting game.
Gated content is high-value information that is not openly accessible to website visitors unless they fill out a form and provide their personal information. It’s a clever way to get a prospect’s name, email, company affiliation, contact number and other pertinent details in exchange for valuable content such as blog posts, white papers, e-books, case studies, or recorded webinars.
Collecting data from your audience in exchange of content offers you several advantages: you are able to build your email marketing list quickly, segment your subscribers for better targeted campaigns based on their information provided and the form they filled out, and higher conversion rates based on your individual promotions.
Be aware that ungated content is still important for brand awareness and gaining the trust of your prospects. Ungated content creates good will by removing obstacles to information, but you will be missing out on the information provided in a prospect’s form submission. Aim for a good balance between the two to effectively capture your audience and push prospects further along your sales funnel.
Pop-ups and Slide-ins
Pop-ups and slide-ins often have the reputation of annoying visitors and creating negative experiences. Some marketers are concerned that they can lose visitors by these irksome techniques, but pop-ups and slide-ins can be effective website lead generation strategies if they can offer value to your visitor and are displayed at the right time.
These strategies can help reinforce your messaging and increase conversion rates. You can use pop-ups to offer a discount coupon or free shipping to convince the visitor to complete their purchase. It is also useful for upselling or cross selling your products or services. If they are not ready to buy, you can ask for their contact information so that they may be included in the mailing list.
At VA Partners, we utilize Aiva Labs for our lead generation efforts. It allows us to design relevant pop-ups and slide-ins as well as a wide range of add-ons such as embedded videos and GIFs. Aiva Labs’ interface is user friendly and great for creating eye-catching designs using their vast array of templates. The tool is also convenient for segmenting visitors via cues such as location, engagement, timing, and traffic source. You can also customize your pop-ups using time-based, scroll and exit intent triggers.
Instant messaging and chatbots are dubbed as the future of marketing and many websites are beginning to see them as powerful weapons for website lead generation. Visitors expect quick answers to their queries and if your company is too slow to respond, you will lose to your more agile competitors. But if you are a small company with a small staff, how can you possibly be available 24/7 to cater to your prospects? Hiring a full-scale call center with real people engaging with your customers one-on-one will be expensive. This is where chatbots come in handy. Artificial intelligence (AI) has come a long way and is now more adept at using natural language processing and understanding complex sentence structures.
We have been using Drift to help us enhance user engagement, capture leads, and improve conversions. One of the best benefits of Drift is the ability to connect with prospects in real time. It can immediately start a dialogue instead of waiting for follow-ups by our sales team. We can discover pain points, address questions, gather feedback, and deliver an overall improved buying experience. It gives us a better opportunity to learn more about our customers and shorten the sales cycle.
But that is not to say that real sales people will inevitably be replaced by chatbots. Chatbots are handy front-end tools to enhance the buying experience by driving conversations. But it is still up to your sales team to build trust and develop a long-lasting relationship with your customers.
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