Generating leads – both high in quantity and quality – is a marketers most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep.
Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. What?
There can be a lot of moving parts in any lead generation campaign and often times it is difficult to know which parts need fine tuning.
Here, we will expose the top techniques marketers should utilize to increase leads and revenue. These tactics have been tested over the past 7 years and have been used by our 8,000+ customers to generate more than 9.8 million leads last year.
So what goes into a best-of-class lead generation engine?
First, let us take a look into the mechanics of high performing lead generation campaigns….
We should first cover the mechanics of lead generation. The best lead generation campaigns contain most, if not all, of these components.
From a tactical perspective, a marketer needs four crucial elements to make inbound lead generation happen;
- Landing Page
The tips on this page and in our downloadable ebook will cover each of these elements so that each componentis fully optimized to help you generate the most leads for your business.
Creating Irresistible Offers
It’s one of the most powerful words in the human language, and if you think about all the things we do as marketers, 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. Whether it is white papers, free trials, memberships, sales promotions or downloads, these irresistible elements can overcome a lead’s frictions, doubts or concerns.
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 are asking for in return.
The higher the perception of the value, the more irresistible the offer. So how do you create irresistible offers?
Glad you asked….
Use the Element of Scarcity
If you look at the principle of supply and demand, you will notice that when supply is limited, demand goes up.
Scarcity has a psychological influence on us, making us want something even more if there is not enough to go around. Scarcity is great because it creates a fear of shortage, and thus a sense of urgency.
Limited Time Offers
Limited time offers are among the most popularin the scarcity category.
Just think about the average car dealership. Practically every advert is a limited time deal i.e.
“Get 0% financing before it’s gone!”
Limited Quantity Offers
In some studies, limited quantity or supply offers have outperformed limited-time offers.
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 qunatity 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.
The Bandwagon 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.
Proof in Numbers
When possible, a great way to indicate how awesome an offer is to mention the number of people who have purchased, downloaded, signed up, or donated.
Just make sure your claims are not only true, but believable.
Focus on Creating Amazing Titles
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.