If you’re a business and you’re not constantly generating leads, you’re probably relying on personal contacts or, worse, cold-calling sales techniques. Both of these methods consume a lot of energy; while personal contacts are only limited, cold-calling can seriously damage your brand reputation. So you might actually be doing yourself an ill service.
What inbound marketers do to generate leads for business clients is create campaigns that are supported by landing pages, forms, distribution and promotion. But here’s a question, are landing pages the ONLY way you can generate leads?
If I'm writing an article about this, then the answer is obviously a big fluffy NO. Here are some of the alternative ways you can make friends with your visitors without having to create those landing pages.
Embed Your Forms on Third-Party Websites
You might have a great offer, a beautiful landing page and a super-efficient form, but if you want the word to spread, your job is nowhere near done. Distributing the link to your offer is an option, but another and perhaps more direct way of earning leads is embedding your landing pages or forms on third-party websites that can be awesome referrals. Think about:
- partner blogs and websites,
- blogs covering industry news you often contribute to,
- user-generated outlets like Medium,
- client websites,
- any other website relevant to your business.
If you are using a marketing automation software like HubSpot, it will automatically create embed codes for your landing pages when you publish them; take those and distribute away.
Facebook Lead Generation Advertising
For businesses like our clients, advertising makes sense when it’s serving a specific purpose or is generating quality leads. We have all been using Pay-per-click (PPC) advertising to get more exposure on Google. Even there, it makes sense to advertise a destination page that offers a conversion opportunity, i.e. a form of some kind.
You can now do the same on Facebook. The social network has launched lead generation ads, where you can advertise an offer and collect lead information. If your users regularly use Facebook feed and not just Messenger, this option can become your next great resource.
Contacts and Requests for Information
Some readers prefer human contact and a Q&A format. That’s why sometimes they’d rather skip the Zero Moment of Truth and contact you directly for information they could easily find on your blog. This is usually a minority in numbers, but it’s a chance not to be missed.
So, what happens when you answer their question. Do you just forget their email in an email limbo called "your inbox?" What if you can use this as a lead generation opportunity. Instead of being passive and replying to their question and leaving, reply to their question and offer them to join your mailing list.
For instance, if you’re a company providing HVAC services, someone might contact you because of their suspicion that their heating system is leaking gas and they’re not sure what to do next. Help them with their question and ask them if they’d like to receive similar help in the future, because your email list is designed just for that! Don’t forget to mention that it’s where your discounts and promotions are first launched.
If a user contacts you through a form, a marketing automation software like HubSpot will automatically add them to the contacts database, with lead information like email and company name, as well as their interactions on your website. So, you don’t really need to worry about it. But if you’re not using any automation tool, you’ll need to do this manually.
So, here's a chance for you to reach out to us with a question about your business and marketing. Are you looking for help or directions? Schedule a free consultation with us below.