Unique Lead Generation That Will Skyrocket Website Sales

Discover unique lead generation strategies to boost site sales with content, social media, and SEO. Essential for revenue growth.

Introduction

Lead generation is the process of identifying, nurturing, and converting potential customers into leads for your business. Simply put, it’s how you attract people who may be interested in what you’re selling and turn them into sales opportunities. For any business looking to grow, having a steady stream of qualified leads is essential.

Without leads, you have no one to sell to. The more quality leads you can generate, the more chances you have to make sales. Lead generation helps you expand your reach, build brand awareness, and boost revenue. It’s especially important in the early stages of business growth when you need to build a solid customer base.

Effective lead generation involves understanding your target audience, providing valuable content to attract them, and implementing strategies to convert site visitors into leads. The goal is to drive relevant traffic to your site and capture contact information from those showing interest. This allows you to continue nurturing leads with personalized messaging until they are sales-ready.

With the right efforts, you can generate quality leads that turn into paying customers. This guide will explore proven tactics to help skyrocket the number of leads your website captures. Implementing even a few of these strategies can significantly impact your sales pipeline and business growth.

Know Your Target Audience

According to Kate Gibson of Harvard Business School Online, “Identifying your target audience doesn’t just inform current marketing initiatives; it also helps you adapt to changes your customers may experience.” Understanding your target audience is the foundation of any effective lead generation strategy. You need to get very clear on who your ideal customers are, what their pain points and motivations are, and where they spend their time online.

Conduct thorough buyer persona research to build profiles of your most valuable customer segments. Look at demographic data like age, gender, income level, occupation, education, location, and family status. But also dig into psychographics to understand their values, attitudes, interests, and lifestyle. What challenges do they face? What goals do they have? and What messaging will truly resonate with them?

Spend time interacting in the places your audience hangs out, whether that’s on social media, forums, industry events, etc. Observe how they talk about their pain points. Listen to the language they use. That will allow you to mirror it in your content and messaging to show them you truly understand their problems.

Getting crystal clear on your target audience is the only way to create content and campaigns engineered specifically to convert high-quality leads. Don’t take shortcuts here, the research is well worth the effort.

Provide Valuable Content

Creating valuable content that attracts and converts potential customers should be a top priority. Educational content such as how-tos, product tutorials, and industry guides add tremendous value for visitors. These in-depth resources build trust and position your company as an authority.

Interviews and guest posts from industry experts also provide value. Consider profiling customers who have found success with your product. Share their stories and transformations. Video interviews allow you to create engaging multimedia content.

Valuable content gets shared and brings in visitors who are further down the sales funnel. They arrive ready to buy after consuming your educational content. Spend time understanding pain points and knowledge gaps to create content that fills those needs. The goal is to attract and convert, not just drive empty traffic.

Promote Through Social Media

Social media is one of the most powerful channels for driving targeted traffic to your website. The key is to get your content and offers in front of your ideal audience by leveraging platforms like Facebook, Instagram, LinkedIn, and more.

• Run paid social media ads targeted to your buyer personas based on interests, demographics, and behaviors. Facebook and LinkedIn ads in particular allow for very customized targeting to reach your niche.
• Post natively on social media daily, sharing your latest content, curated articles, and commentary relevant to your audience. Engage followers in conversations and build community.
• Leverage hashtags related to your industry to tap into larger conversations and get discovered. Tools like RiteTag can help identify trending hashtags.
• Use social media lead ads that take users directly to opt-in forms or landing pages to convert visitors into leads. Place these ads strategically in your content funnel.
• Retarget engaged visitors by building custom audiences of those who’ve visited your website, watched videos, etc. and serve them tailored ads across platforms.
• Partner with influencers in your space to tap into their audiences and increase brand visibility and credibility.

With strategic and consistent social media promotion, you can generate more quality traffic and leads from these high-value platforms. Focus on providing value, building connections, and optimizing efforts to convert visitors into subscribers and customers.

Email Marketing

Email marketing is one of the most effective ways to lead generation and nurture leads. By collecting email addresses through opt-in forms and lead magnets, you can build an audience of potential customers. Send targeted and personalized email campaigns to turn subscribers into buyers.

• Use email autoresponders to deliver a series of emails that nurture leads. Provide valuable content that helps build trust and establishes your expertise.
• Segment your list based on interests and behaviors to send tailored offers and recommendations to each subscriber. This personalization boosts open and click-through rates.
• Write compelling subject lines and preview text to encourage opening. Test different subject lines to determine which resonate most with your audience.
• Include calls-to-action in each email to guide subscribers along the sales funnel. Offer promotions, free trials, or content upgrades to drive conversions.
• Track email metrics like open rate, click rate, and unsubscribe rate. Use this data to refine your campaigns and subject lines for improved performance.
• Send emails at optimal times when subscribers are most likely to open them. Test different days and times to find the best schedule.
• Offer an email subscription form on key pages like your home page, contact page, and blog posts. Provide a compelling lead magnet in exchange for the email address.
• Confirm new subscriptions and allow subscribers to easily opt out. This shows respect for the audience and helps build trust in your brand.

With a robust email marketing strategy, you can turn website visitors into engaged subscribers and loyal customers. Consistently nurture relationships through valuable, relevant, and personalized email campaigns.

Gate Content with Opt-in Forms

One of the most effective ways to lead generation is to gate some of your content behind opt-in forms. This technique entices visitors to exchange their contact information for access to exclusive content. You can gate various assets like ebooks, whitepapers, webinars, coupons, free trials, and more.

Marcus Johnson of Instapage stated that “Content gating is typically associated with downloadable content like ebooks or white papers. But it doesn’t have to be restricted to a downloadable asset. Free consultations, product demos, and price quotes are all examples of gated content that isn’t a downloadable asset.”

The key is to offer something of high-perceived value that persuades visitors to convert from browsers to leads. For example, you could gate advanced tips or industry reports that prospects crave. The offer needs to be relevant and enticing to your target audience.

Once visitors submit their details through your opt-in form, you now have a direct channel to nurture them towards becoming customers. You can send follow-up emails with more content offers, promotions, and product recommendations tailored to their interests.

Gating content is a lead generation that generates more qualified leads since visitors must actively opt-in to access your offerings. The extra step filters out those just browsing versus those serious about engaging your brand. Overall, it allows you to provide more value in exchange for lead generation.

Retarget Website Visitors

Image source: LinkedIn

According to B12, “Retargeting, also known as remarketing, is a digital marketing strategy. It involves targeting online users who have previously engaged with your website or brand. This technique aims to bring visitors back to your website, nurture them through the buying process, and ultimately persuade them to convert.”

Remarketing is a powerful way to bring back visitors who previously came to your site but left without converting. By showing ads to these visitors as they browse other sites and platforms, you can remind them about your offer and bring them back to complete the desired action.

Some best practices for retargeting include:

• Install tracking pixels like Facebook Pixel or Google Analytics to gather data on site visitors. This allows you to create custom audiences to target.
• Create highly targeted ads focused on getting abandoning visitors to convert. For example, if someone viewed a product page but didn’t add it to their cart, show them an ad for that specific product.
• Remarket across multiple channels like social media, display ads, native ads, and more. Omnichannel retargeting improves results.
• Test different offers, discounts, and creatives to see what resonates best with your audience. Continuously optimize your ads.
• Use dynamic remarketing to show specific products or offers to each visitor based on their browsing history. This personalization boosts relevancy.
• Set up funnels in your ad platforms to target visitors at different stages, from those who just visited your site to those who started but didn’t complete a purchase.
• Follow up with email sequences to re-engage visitors in addition to ads. Coordinate your efforts.

Remarketing takes persistence and testing, but it provides one of the highest ROIs in digital marketing when done correctly. Converting abandoning visitors into customers should be a priority for lead generation.

Encourage Social Sharing

Social Pilot Stated that, Social sharing “refers to the action of distributing, posting, or reposting content to one’s own social media platform or other digital channels.” It is a highly effective way to more lead generation by expanding your reach and tapping into your existing audience’s networks. Make it easy for visitors to share your content by including prominent social media share buttons on your website and in your content.

Some best practices for encouraging social sharing include:

• Add social media share buttons at the top and bottom of blog posts and landing pages. This prompts visitors to spread your content through their own networks on platforms like Facebook, Twitter, LinkedIn, and Pinterest.
• Integrate shareable images, infographics, charts, quotes, etc. Visual content tends to get shared more on image-heavy platforms. Ensure images are optimized for social media.
• Create content formatted for different platforms – short captions for Instagram, snackable stats for Twitter, slideshares for LinkedIn, etc. Tailor content to each network’s style.
• Incentivize sharing by running contests for most shares. Offer discounts, giveaways or other rewards to top sharers. This gives visitors a reason to share content.
• Share your own content across your social channels. Cross-promote blog posts on LinkedIn and Twitter. Post snippets on Facebook. Lead by example with your own social sharing.
• Make the sharing process seamless by using sharing plugins that allow visitors to share without leaving your site. Reduce friction for sharing.
• Track social sharing metrics to see which content and networks drive the most shares. Double down on what works and refine your strategy.

Implementing social sharing buttons, optimizing content formats, incentivizing shares, and expanding reach across networks will amplify the impact of your content and generate more inbound leads.

Offer Lead Magnets

Offering free lead magnets in exchange for visitor contacts is one of the most effective ways to generate high-quality leads. Lead magnets incentivize visitors to share their contact information in order to access gated content like ebooks, whitepapers, checklists, templates, guides, and more. The key is creating lead magnets that provide real value to your audience while collecting leads you can nurture into customers.

Zendesk blog stated that, “A lead magnet is a free asset or special deal offered to customers in exchange for their contact details. It can be a discount code, webinar, white paper, ebook, template, or another resource. To gain access to the lead magnet, a consumer must provide their name, email address, and/or company information.”

Some best practices for creating effective lead magnets include:

• Make sure your lead magnet provides useful information or solves a problem for your target audience. Don’t create generic, low-value content just to capture leads.
• Focus on topics and content pillars aligned with your product or service offerings so leads are more qualified. For example, an SEO agency could offer lead magnets on topics like keyword research, on-page optimization, link building, etc.
• Keep lead magnets concise. Long ebooks can be useful but lower-friction options like checklists and templates work well.
• Gate your lead magnet behind an opt-in form requiring name and email address at a minimum. Only provide access after lead contact information is collected.
• Promote your lead magnets throughout your website, social channels, email lists, and paid ads. Pop-ups and embedded forms work well to convert visitors into leads.
• Send a confirmation email after a lead opts in, and then nurture leads with drip email campaigns and personalized follow up.
• Test different types of lead magnets and optimize based on performance. Ebooks, templates, tools, and webinars are common options.

Lead magnets allow you to proactively capture leads for future sales conversations instead of waiting for prospects to contact you. They should be an integral part of your inbound marketing strategy. Just make sure you provide genuine value, and convert leads into customers to maximize results.

Focus on Conversions Over Traffic

When it comes to unique lead generation, it’s important to focus on converting website visitors into leads rather than solely driving more traffic to your site. Many businesses make the mistake of trying to get as much website traffic as possible without optimizing for conversions. But a high volume of traffic means nothing if those visitors aren’t converting into leads and customers.

The key is to optimize your lead capture forms and landing pages for higher conversion rates. Here are some tips:

• Streamline your forms to only request essential information. The shorter your forms, the more likely visitors will complete them. Only ask for the bare minimum details you need to qualify and contact leads.
• Use targeted messaging on your forms and landing pages. Include relevant headlines, subheads, and copy that speaks directly to your target audience. Make it abundantly clear what they will get by submitting the form.
• Emphasize the benefits and value proposition of your offer. Communicate how completing your lead gen offer will help solve their problems or achieve their goals.
• Make your call-to-action buttons prominent. Use contrasting colors and make the CTA buttons stand out.
• Reduce friction points in your conversion funnel. Eliminate any unnecessary steps or fields that may cause visitors to abandon your forms.
• Test different headlines, copy, designs, and offers. A/B test versions of your pages to see what converts best.
• Retarget website visitors who don’t initially convert. Remarket to them across channels to capture more leads.

By optimizing for conversions over simple traffic, you will generate higher quality leads that drive real business results. Focus on providing an excellent lead capture experience.

Conclusion

Effective lead generation isn’t a one-time tactic, but a strategic, ongoing process. By implementing the strategies outlined in this guide, you’ll attract high-quality leads, nurture them into loyal customers, and fuel sustainable business growth. Remember, the key is to provide genuine value to your target audience at every touchpoint. Craft informative content, optimize your website for conversions, and leverage the power of social media and email marketing to connect and nurture leads. Continuously test, refine, and adapt your approach based on data and results. With dedication and a focus on value creation, you’ll transform website visitors into leads, leads into customers, and customers into brand advocates. Take action today and start generating leads that propel your business forward!