‘A la carte’ content for more successful lead generation
More people are visiting your website? Yay! But you can’t charge a customer for browsing, can you? To convert potential customers into paying customers, you have to find a way to convince them to take action. What that takes? A certain kind of content is what. Read on to learn more!
Strong content generates quality leads
Now that you know exactly who your target group is and what makes its members tick during the purchasing process, it’s time to use that information to generate more and better leads. How to go about it? By creating strong content for every stage of the sales funnel: awareness, consideration, comparison, purchase and loyalty.
Did you know? Onlyhumans’ smart lead generation and strong content marketing has turned out pretty darn fruitful for Upstairs!
Research shows that personalized CTAs can increase conversions by a whopping 42%!
Progressive profiling: converting bit by bit
Of course, you want to learn everything you can about your prospect. But don’t let your enthusiasm sabotage your data captation. Customers who feel they’re being asked too many questions, especially in the beginning, are inclined to leave and never return. The more fields you add to a form, the lower the conversion rate. Progressive profiling, by contrast, enables you to gradually gather information while the lead conversion rate increases.
Here’s how progressive profiling works. A first-time visitor fills out a form on one of your landing pages and is only required to complete a limited number of fields. The next time(s) they visit your website, you ask them for some additional information. This way, your knowledge about the prospect increases with each visit they make, ultimately providing you with all the information you need to successfully lead them through the sales funnel all the way to conversion.
Use cases for fifthplay
fifthplay, a Niko subsidiary that specializes in energy management solutions, asked us to develop download forms for their use cases. We had first-time downloaders fill out their name and e-mail address.
To be able to download a second, third, fourth, … case, visitors were requested to share additional information including their company, region and job title.
From lead to hot prospect
Once you’ve got your eye fixed on a lead, turning that lead into a hot prospect all comes down to thorough follow-up. Our advice? Use a marketing automation platform like MailChimp, Autopilot or HubSpot to automate the follow-up process and be able to adjust it dynamically. Do you want to increase your lead generation and conversion rate? We’re happy to help you publish the right content at the right time.