Any business owner will likely tell you what they need the most is more customers. This is because businesses cannot rely on their existing customer base to fuel growth. As a result, there is a constant need for more leads who will become future clients.
Google Ads (formerly known as Google AdWords) pay-per-click (PPC) advertising can help you increase your leads and grow your business. Today, we’ll show you how to use PPC to get the desired results.
Businesses That Use PPC Lead Generation
Many people mistakenly believe that PPC is exclusively for e-commerce websites, but this is not true. In fact, it is an excellent lead generation channel for all types of businesses that have online marketing strategies.
Businesses that cannot or will not work with just anyone, or those that need a specific audience, must use lead generation tactics to acquire new customers. Before making a decision, these businesses and consumers typically undergo a prequalification and data-exchange process.
A lead-gen business might have the following characteristics:
Trial periods.
Denial and approval processes.
A sales cycle takes quite a long time due to the complex nature of the service or product.
Price quotes.
At one time, we’ve all been a lead for a company. You were classified as a lead and then pitched to on a regular basis until an event occurred: you may have signed up, been denied, decided not to act, or been pitched to later at the bottom of their lead pile.
The purpose of lead generation is to get potential customers into the conversion funnel (commonly known as the sales funnel). During the contact phase, the company gathers information about their products and services, while you learn more about them.
The reason behind this is for a salesperson to close the deal and gain a new customer, so the company can benefit. The process begins with simple information like a name and email address, then moves on to gathering more detailed information about the prospect.
Why PPC Is Great for Lead Generation
PPC is simple to set up and maintain, and it is cost-efficient. When you look at your typical lead funnel, you will quickly realize that you must keep filling it with leads. It’s difficult to get the initial leads to fill the funnel. In order for the funnel to work, leads must feed into the top of the funnel.
Here are several techniques for achieving this and why PPC is such a good source of leads:
Blogging: A very good source for generating leads, but you’ve got to be consistent in publishing new posts and cross your fingers that your posts are loved and shared massively.
Email: You’ll have to consistently email your list or buy a list of emails and hope the people you’re targeting are the right audience that will turn into clients one day.
Social media: Social will expose your brand to new fans, followers, and even prospective clients. But it doesn’t always guarantee that the new followers you gain need your service or they’re the right audience for your business.
Organic search: This should be at the top of your lead generation tactics. Websites on page one of search engine results pages (SERPs) get about 85% of search clicks for free. The only catch is that there are thousands of other websites to compete with and you’ll have to wait for months and at times years to get to page one. And this only happens if you put in a lot of on-page and off-page SEO work.
In walks PPC to save the day. You’ll instantly jump to the first page of Google if anyone searches for a solution to a specific problem that you can solve. And bingo! More people who are in need of your solution are more aware of your product.
Sure, PPC is a paid advertising channel. However, it should be noted that no marketing channel is free. Someone must manage social media, write blog posts, work with an SEO firm, and publish emails, and those people aren’t volunteers.
Benefits of Using PPC for Lead Generation
Get visitors who are actually looking for your solution.
Get keyword ranking and traffic immediately.
Bid on different stages of the sales funnel.
Get to see users’ needs and craft your message to fit their needs.
Control the message at every stage of the funnel.
Learn more about your target audience and their specific needs.
Track the return on investment down to every penny.
Grow your leads database and use other marketing techniques to reach them.
E-Commerce vs Lead Generation
The most obvious distinction between e-commerce and lead generation using PPC marketing is the qualification procedure: there is none in e-commerce. You’re eligible as long as you have a credit card.
E-Commerce vs. Lead Gen Ad Copy
E-Commerce CTAs
Lead Gen CTAs
Order now!
Sign up!
Buy now!
Subscribe to our email list now!
Free shipping for orders over $50
Download our e-book
Save big today!
Schedule a free consult now!
30% off on our Valentine’s collection!
Register for our free webinar
Notice how the message and call-to-action vary between e-commerce and lead-generation companies based on ad copy. E-commerce is more about immediate gratification (and sales) while lead gen is about creating value and getting to know your customer. It is seldom the case that you become an immediate customer in lead gen, because you first have to go through a process.
E-Commerce vs. Lead Gen PPC Landing Pages
With lead generation, there are few landing pages and they have few distractions. The heading contains a clear message: “Get an online quote,” “Book a free consult,” “Attend our webinar,” etc.
They give you limited choices, either this or that, not multiple options. With the information provided, businesses qualify customers and lead them down the sales funnel.
On the other hand, e-commerce allows individuals to shop around and make various purchases from the store. E-commerce landing pages are relevant to the search query and provide additional content to look at. Visitors are motivated to make a purchase soon, due to the limited-time offers of free ground shipping. The theme of most landing pages is “Now is the time to shop.”
How to Optimize PPC Campaigns to Get More Leads
Both e-commerce and lead gen are optimized with the same principles. You’ll use closely-themed ad groups, ad copy and offer testing, and a variety of keywords. The only differences between the two are different types of call-to-actions and landing pages discussed above.
It is critical to keep the funnel topped off with qualified leads, which means collecting information from your visitors. Since not every click you get will convert, you should cast a wide net and employ PPC to increase your chances of acquiring qualified leads.
Tips to Improve Your Lead Generation
Give Offers to Your Visitors
Use offers to draw visitors in. Give away a free white paper or guide in exchange for the visitor’s email address, name, and other information. At minimum, provide a link to your blog or ask for a follow on social media. You have squandered your click by getting nothing for it.
Create Focused Landing Pages
Focus on creating clear and concise landing pages. Make sure you reiterate the advantages your product or service offers, and why the visitor should hand over his or her information. Ask for the right amount of relevant information, rather than bothering the customer with too many requests. Use primary and secondary calls-to-action. Test the length and structure of your landing page. Keep it simple, in other words.
Somethings to note:
Include testimonials and a short client list
Have clear benefits in bullet points
Have a free valuable offer in exchange for information
Create a form with very few fields to fill
Prove your credibility and trustworthiness
Use Dynamic Number Insertion (DNI)
You can dynamically alter the phone number on your ads and landing pages. This ensures that call representatives are aware of the keyword that triggered the call. This allows you to route calls efficiently to the appropriate personnel in your company. Call Rail and ifbyphone are two of the most well-known providers.
Get a CRM System
Tracking leads on your own can be overwhelming. A great CRM (customer relationship management) program can inform you who contacted you, what they were looking for, and what happened. You may categorize your leads and keep in touch with them via email or phone call using a CRM. There are many CRMs in the market today, including Infusionsoft, Zoho, HubSpot, and Salesforce, among others.
Keep Your Cost-Per-Lead (CPL) In Check
Rather than focusing on the usual PPC metrics such as cost-per-click and conversion rate, pay attention to a “new” KPI in lead generation—cost-per-lead. The cost-per-lead (CPL) is one of the most important key performance indicators. It can be calculated using the following formula: [Total cost of PPC campaign/number of leads = CPL]. This will tell you how much you pay for your leads, which will help you make decisions.
We hope this post will help you get the most out of your PPC ads.
Businesses of all kinds always need more customers to fuel their growth. That is why ppc lead generation is crucial, no matter what industry you’re in.
PPC (Pay Per Click) has become more popular recently and is as important as SEO (Search Engine Optimization) in marketing. It’s a goldmine for new business owners or those new to marketing. However, with PPC, all the time, effort, and money you invest can result in nothing if you make even the smallest mistake.
This PPC lead generation guide will give both beginners and pros the ins and outs of PPC marketing.
What Is PPC Lead Generation?
PPC refers to paying for website traffic rather than receiving it through organic methods. PPC advertisements pay out every time a user clicks on an ad.
Search engine advertising is one of the most popular forms of PPC marketing. Brands bid for ad placement on specific search engine-sponsored links through PPC. They use pay-per-click keywords to bid for these placements. As a result, when a user enters keywords related to what their business has to offer, PPC ads will appear at the top of the page. Every time the ad is clicked, the brand pays a certain fee to the search engine.
When PPC lead generation is working properly, the cost you pay becomes trivial. That is because the visit is worth so much more than what you are paying for. For instance, you may have paid $3 per click and it resulted in a sale worth $300, making a hefty profit.
Keep in mind, though, that building a pay-per-click lead generation campaign will require a lot more work. To properly optimize PPC landing pages, you must research and choose keywords, organize well-worded ad groups and campaigns, and put keywords into them.
As search engines charge businesses less for each ad click, brands are even more motivated to create relevant and intelligently targeted PPC campaigns. With lower click costs and higher profits, your business may end up operating more profitably than usual.
Types of PPC
Social PPC
These PPCs are specifically placed on social media platforms. They are targeted at groups of users based on their demographics, interests, or data. In most cases, your ads will appear on a user’s feed or timeline. The advertisers decide when and who will see the ads as it’s targeted to a very specific audience.
Search PPC
These advertisements are shown to whoever is looking for the same items the advertisers are offering. In contrast, social PPC ads are controlled by advertisers and are shown only when and to whom they choose. Search PPC ads are shown to all users who actively seek out content or services similar to what you offer.
Why Use PPC for B2B Lead Generation
Here are some advantages of using PPC for lead generation for your brand and marketing.
Get To Know Your Customers Better.
With PPC, you will get an extensive breakdown of data on how your campaigns perform. The data provided will help you understand who your audiences are and what they respond to. You’ll learn the demographics, location, and even the behavior of the people who click on your ads.
Your PPC lead generation results can be improved by using that information to finetune your entire online marketing efforts. Since you have data, you will be able to demonstrate the marketing value PPC provides directly, and convince the C-suite that it is a worthwhile investment.
Ppc Allows You To Create Targeted Ads.
PPC lead generation is one of the most direct marketing channels and it prioritizes both quantity and quality of leads. PPC ads are more controllable than other online marketing channels as they give you the power to dictate who sees your campaign.
Social media PPC goes even further and allows you to choose which audiences to target. You can use behavioral data, location, and demographics to reach more people and ensure you are reaching the right people.
Meet Your Audience Where They Are
Every day, 3.5 billion searches are performed on Google. As a result, it’s considered the go-to search engine for every query or need people have. In addition, most Americans (regardless of age) are on a social media platform. They visit at least one social media platform daily.
Using PPC lead generation, you can reach out to anyone with internet access using search engines, social media websites, and even the Google Display Network. The world is your oyster.
Ppc Offers a Solid Return on Investment
Businesses sometimes resist investing in paid ads for lead generation because they have other alternatives, such as social media marketing and search engine optimization (SEO). PPC lead generation costs money, but it is a worthwhile investment that produces an impressive return on investment (ROI). Studies have shown that for every $1 advertisers spend, they get a return of $8 with PPC.
Ppc Generates Results Faster Compared to SEO
SEO can certainly deliver outstanding results over time, but PPC can provide you with relevant traffic right away. This means you don’t have to wait long for your campaigns to generate leads—leads are going to arrive to you in one way or another based on Social PPC and Search PPC.
Once you have established a strong landing page and ad setup for your PPC lead generation campaign, you’ll start seeing results on the same day.
9 Smart Tips for PPC Lead Generation
You should use the following best practices to get qualified B2B PPC leads.
1. Be Where Your Target Audience Is.
The good thing about PPC lead generation is that it can provide brands with an extensive reach. However, that does not mean you have to reach everyone with your ads, since you’ll be paying for every click—even from those people who aren’t going to end up as potential leads. To ensure your ads reach the people most likely to do business with your company, make sure you are placing your ads where people are likely to see them. To reach your target audience, you must know where they hang out online and identify who they are.
Using ads on the Google search engine results page (SERP) would benefit most brands because almost everyone with an internet connection uses Google. Make sure you limit the kinds of sites you appear on based on what your audience likes when you set up ads on different social media platforms.
Based on how your target audience uses social media sites, you can choose which to prioritize. Facebook has billions of users every day, so most companies choose to focus their ads here. Get Going in Business can help you find a specific market using market-based search.
Do You Need to Automate Your Sales Prospecting Process?
With Get Going in Business, you have all the data you need to find ideal leads, including complete contact information. To find the people you want to reach, use a variety of filters. We can tailor your results to a very specific audience, for example, specific, you might find all the people that match the following:
A company in the banking or financial sector.
With 15 or more employees.
They have used Google Ads.
They use HubSpot.
They have a HR manager.
Who’s been in the role for a year.
This is just to show you how crazy specific you can get.
2. Proper Tracking Setup.
Data is the key to a winning PPC campaign. Every time you run a campaign, you will get data that you can use for your next campaign. Besides the PPC platform’s analytics, you can further investigate your PPC lead generation campaign’s details by setting up more intricate tracking.
You might want to consider the following:
Track the Conversion Rate
This metric tracks how many times a person clicks an advertisement and then subsequently visits a website, makes a phone call, or takes another online action. This requires having a global site tag on the header of your site, with event snippets tracking conversions on specific pages.
Dynamic Number Insertion (DNI)
You have to set up a way of connecting the calls you receive back to your PPC ad if one of your PPC ad’s main goals is a phone call. CallRail is a terrific example of an automatic phone number generator for lead generation campaigns. You can quickly identify which advertisement inspired a particular phone call using this program.
UTM Tracking
You can use UTM codes to track the success of your PPC campaigns. Every time you create a PPC lead generation ad, you should also create a unique URL containing the correct UTM codes.
You can find out which ads were clicked, where they appeared, what kind of content they came with, which channel they appeared on, and what keywords they were targeted to with UTM tracking.
CRM tools (also known as customer relationship management tools) can also be used in conjunction with ads tracking to make the right connections between purchases and ads.
3. Create Specific Campaigns and Ad Groups.
Using PPC lead generation, you may restrict ad availability to just those individuals who belong to your targeted market segment. Many companies have multiple audiences, each with their own objectives. Creating ad groups to target each ad to the appropriate individual at the appropriate time can help make your campaign successful.
You can create segments for your marketing campaign based on: geographical location, target industry, competitors, brands, and products and services.
4. Each Ad Group Should Have Its Own Unique Landing Page.
People have to click on the ads to see your message. However, what they find after clicking is critical and should include exactly what your audience is looking for. Make sure that every click counts because you’re paying for it.
It’s critical to create a landing page that is optimized for each ad’s promise. Make sure the pages are relevant to the keywords and your target audience. You should also design the landing page based on your conversion goal. You have to block out all distractions so your audience can concentrate on what you want them to do on your page.
Long-form content landing pages are now preferred by Google. Therefore, your PPC landing pages can include:
At least 600 words.
Keywords in your titles, headers, and the body of your write-up.
Return policies, warranties, other policies, and any other important information including your company description.
Trust symbols and text like reviews or testimonials.
Make sure your landing pages are not only attractive but also informative. Beyond making sure they are visually appealing, make sure they grab the reader’s attention. The more information they can acquire on the landing page, the more likely they are to click on it.
5. Upload a Form in the Ad.
You can put a form within your LinkedIn or Facebook ad to give your audience the option to convert without leaving the current page they’re on. You can make the conversion even easier by using these sites as they can automatically fill in the form details using the data they have about your prospects. Using this method, you can increase the number of leads by making your potential customers’ data easier to provide.
To make your audience think that clicking on your ad is worthwhile, come up with a persuasive offer. This is particularly effective for competitive keywords and placements, where people have to choose which ad to view. You can write an ad that pleases your customers with an attractive discount, free trial, or free consultation.
7. Use Negative Keywords.
Finding the right keywords is critical to any PPC lead generation campaign, but choosing which keywords to exclude is just as important. Avoiding wasted clicks by choosing which keywords to keep and which to discard can help you reach your goals more efficiently.
Avoid using “free” and “cheap” as keywords unless you’re promoting a free trial or a freemium tool. When these words are used, your ads will only pop up when people are looking for free things.
You should also eliminate keywords that suggest someone is looking for a synonym of what your brand has to offer. For example, a company selling computers might want to get rid of traffic from people searching for a PC for business use when they’re offering a personal computer.
You can identify the keywords you missed by analyzing your campaigns’ results over time and identifying irrelevant traffic that went your way, or brainstorming and identifying them ahead of time.
8. Include Ad Extensions in Your Campaigns.
Ad extensions can enhance the usefulness of your Google PPC lead generation advertisements by providing extra information. The ad extensions are displayed as unique sections or links in your ad. This way, you can easily highlight portions of your ad that your audience might be interested in, such as links to your company’s phone number, special offers, and free trials.
Ad extensions can also help you draw your target audience’s attention to the key actions you want them to take by helping make your ad stand out from the rest of the ads on SERP.
9. Test and Analyze Your PPC Ad Campaigns.
There isn’t a one-size-fits-all PPC method. Every business is unique, therefore, what worked for one business might not always work for you. It’s important to know what works for your specific audience and niche. You should monitor your PPC ads, review the results, and apply what you’ve learned to future campaigns to determine what works for your audience.
One of the most effective ways to do this is through running A/B tests. The aim of an A/B test is to learn more about your target market’s preferences. You can test the following aspects of your ad: headlines, ad copy, keywords, form/landing page design, extensions, images, offers, audience targeting, etc.
You can create a variety of PPC ads by arranging them side by side and comparing them. The advantage of testing is that you can identify which parts of your marketing need improvement and which parts work. This way, you learn how to optimize your ads for success.
Testing your PPC lead generation campaign may help you improve your marketing methods and strategies. For instance, you can prioritize the best-converting keywords in your ads for use in your SEO efforts. Or use the effective PPC campaign headline as an email subject—you may find that it works even better that way.
Which Are the Best PPC Lead Generation Ad Networks?
Google Ads
Google is the biggest player in the game. Google Ads have a massive global reach. It dominates the market with over 78% of the share. Because Google is the most used search engine, it may be the best way to reach most users who have internet access worldwide. Regardless of what industry you are in, your target audiences are most likely using Google.
Unfortunately, because Google is so well-known, your competitors may also be using it. In this case, the CPC (Cost Per Click) for competitive keywords may be a bit pricey.
The advantage of using Google is that it provides a large selection of free tools like Keyword Planner and Google Analytics to help you achieve the best results from all your marketing activities. Google’s Display Network is also a game changer in the industry as it helps you show PPC ads on most-visited websites like YouTube.
Microsoft Advertising (Bing Ads)
Microsoft Advertising (formerly known as Bing Ads) also has its benefits. After Google, it is the second biggest network for PPC lead generation. You may want to look into Microsoft Ads if you want an excellent and budget-friendly alternative to Google Ads. Microsoft provides paid search engine results, along with a wide range of famous websites to display your content, video, and banner ads.
The number of partner websites is not as large as that of Google but being able to advertise on AOL, Yahoo! and MSN is worth exploring. Also, they attract a large percentage of users with high-income backgrounds, meaning you’ll get an audience with purchasing power.
Facebook Ads
Facebook is definitely one of the big boys when it comes to PPC ads. While it’s rather different from Google and Microsoft, Facebook Ads provides an extremely attractive ad network package. $1.72 is the average CPC for this network, which is lower than Google and Microsoft. Unlike Google and Microsoft, which use keywords and search, Facebook focuses on target demographics. Your ad appears in the feeds of your target Facebook and Instagram audience, who aren’t actively searching for your brand.
Facebook Ads can also appear on the Facebook Audience Network and on Facebook Messenger. FB Ads are focused on ads within apps. If you want to target people who are always using apps, or if your brand is related to apps, then this might be a good option for you. The most significant benefit, of course, is that you can advertise on both Instagram and Facebook feeds.
Remember that everything must be visual. Your advertisements must be clickable, compelling, well-framed, and shareable.
LinkedIn Ads
LinkedIn is often referred to as “Facebook for professionals.” It is a highly effective PPC lead generation platform. It targets a well-educated and business-savvy crowd. Besides, the audience you get on LinkedIn is highly motivated to buy.
It targets based on demographics like Facebook, but most of the people here are professionals, like business owners, C-level executives, and marketing experts. You get to reach the decision-makers at their home. If you’re in the B2B space, you should definitely consider advertising on LinkedIn.
Your advertisements can be shown in several ways: in a sidebar display ad network, text ads, sponsored posts in the feed, dynamic ads, and InMails (direct mailings to target clients).
Wrapping Up!
PPC lead generation is a great way to attract more leads, but it is still entirely up to you or your sales team to nurture those leads and turn them into paying clients. It would be advantageous to devise a strategy for moving those leads through your sales funnel.
You should treat PPC lead generation as part of your entire inbound marketing strategy, which includes social media, email, and content marketing. You should keep the relationships you created through a PPC ad alive until your prospects are on the path to purchase. Nurture them and you’ll have loyal customers ready to refer your products to others.
Get Going in Business can help you create the most targeted and accurate list of qualified leads for your SaaS business.
Sadly, for content marketing lead generation 30% of new businesses fail in their first two years, 50% in the first five years, and 66% in the first ten.
Why do so many businesses fail?
There are plenty of potential pitfalls:
Poor market research
Insufficient financing
Poor business planning
Bad marketing
Poor choice of location
Limited online presence
Poor content marketing can have a huge impact on your business. Many business owners and marketers fail because they approach marketing incorrectly.
They do not frequently optimize their marketing campaigns to increase conversions, gather leads, and drive sales.
There is no doubt that marketing is one of the most effective methods to boost lead generation for business development. In fact, content marketing produces 3 times as many leads as other traditional marketing techniques, according to a DemandMetric report.
So how do you create excellent content that generates leads for your company?
This guide explores six effective ways to generate leads using content marketing.
1. Create a Buyer Persona
Did you know that you can generate a thousand leads and still not make a single sale?
Your content must be tailored to suit your target audience if you want it to be effective. If you create content that isn’t compatible with your audience, you risk wasting time and money on leads that won’t convert.
Before starting with content marketing, you must first identify your target audience and develop a persona for them.
What Is a Buyer Persona?
A buyer persona is a research-based profile that describes the sort of person that would purchase a particular product or brand. A buyer persona provides information on the prospective buyer—their characteristics, preferences, and types of touchpoints that lead people to buy your product (or your competitor’s).
If you know who your prospective customers are and what questions they need to be answered, you will be able to create informative, valuable content that addresses their pain points and answers their questions. The process of turning visitors into leads begins with producing content that provides immense value.
You must know the customer’s needs in order to deliver value.
The following are some of the specifics that must be included in your buyer persona:
Biographical details: Name, age, gender, location, profession, family size, and so on.
Values: What are the values, hopes, and ambitions that the customer has, or goals they are striving for?
Pain points: What are the issues that they need to solve? What problems are they struggling with and what questions are they asking?
Knowing who your target audience is can help you create content that meets their demands and boosts conversions.
There are a number of tools available to help you build your buyer persona if you are unfamiliar with the process.
Facebook Audience Insights
The Facebook Audience Insights tool is located inside the Facebook Ad Manager. Using this tool, you can discover a lot of information about your audience and use it to build a persona. You can also add interests that you want to research to get more information about your customers.
Quantcast
There are over 200 billion global internet searches each month, and Quantcast delivers real-time data on over 100 million of those. Using artificial intelligence, Quantcast helps you better understand your target audience. They help you accurately track and measure your audience using artificial intelligence.
Survey Gizmo
Survey Gizmo is a terrific tool for conducting surveys on your audience so that you can construct your own buyer persona based on real audience responses. If you already have an email list, you can use Survey Gizmo to examine data on your current customers.
2. Use the Content-Type Best Suited for Your Audience
There are hundreds of content types available, and in order for your content marketing efforts to have a profitable ROI, you will need to create content that suits your audience.
Creating content for your marketing strategy is the key to generating either traffic or leads. You need both to turn a profit— before you can generate any leads, you must bring visitors to your site.
Some examples of content you can use to generate traffic are:
Blog posts
Blog posts can be a valuable resource for generating traffic to your website. They provide value for your readers and increase the number of indexable pages in your domain. They are also excellent at directing people to your landing or sales page.
Video content
Videos are another terrific way of driving traffic to your site. Make engaging, audience-focused videos to boost the number of times they are shared. Also, focus your efforts on YouTube. YouTube is the world’s second-largest search engine. Creating videos that are appropriate for the platform can boost traffic to your website.
Social media posts
There are currently 2.95 billion social media users in the world. You should take advantage of this and publish posts on social media to drive visitors to your website. This means optimizing your social profiles, interacting with other users, and using targeted social media advertisements.
Podcasts
Production of podcasts has been on the rise in recent years, as indicated by a 2019 report on podcast statistics. As of now, there have been more than 700,000 podcasts created, with 29 million podcast episodes produced. You can communicate with your customers more intimately using podcasts, hopefully resulting in a bump in traffic to your site.
Infographics
The Demand Gen Report stated that infographics can increase your web traffic by 12% and receive 650% more engagement than normal guest posts. Visual marketing is very much in vogue, so you should seize the opportunity by increasing your visual marketing efforts.
Once you’ve begun seeing traffic from your content efforts, the next step is to create content that can be used for lead generation.
A new blog that hasn’t started generating any traffic yet can still generate leads through great content, but what happens then?
3. Use Content Syndication
People seeing your content is one way to leverage content syndication.
What is Content Syndication?
When you post your content on a high-traffic third-party site, you immediately have the potential to generate a lot of leads. Syndicating your content means uploading it to sites that are larger than you to generate more traffic and increase engagement.
Netline is a B2B lead generation network that allows you to syndicate your content so that you can build traffic and generate leads faster. The best thing about this platform is that it is performance-based, meaning you only pay for the leads that are generated.
Make sure to use canonical tags to tell search engines which content is the primary one that should be given SEO value, to avoid having duplicate content issues or getting a penalty from the Google algorithm.
Medium, Slideshare, Quora, Outbrain, Taboola, Scoop.it, Facebook Business, LinkedIn, Reddit, and Tumblr are some of the best platforms for content syndication.
4. Pick Your Content Distribution Network
Creating content is one thing, getting people to see it is another. You must decide on a marketing channel mix to distribute your content.
There are two main ways to distribute content—organic and paid channels.
You don’t need money to get started with organic distribution channels. Organic channels are the best option if you are on a budget. The only drawback with organic channels is that it takes time to build online authority and credibility. Organic channels grow over time, and it may take a few months before you notice a significant improvement in your audience size or site traffic.
Here are some of the most commonly used organic distribution channels:
Concentrate on spending your budget on the channels where your buyer personas spend most of their time. If you’ve done adequate research on your ideal customers, you’ll know which channels they spend most of their time on. You don’t need to distribute your content across all of these channels at once.
Paid channels generate results immediately but require money to get started. If your PPC (pay-per-click) campaigns are optimally configured, all you have to do is buy some ads and you will start seeing traffic right away.
Here are some of the most commonly used paid distribution channels:
Social media ads
Display ads
Search ads
Content delivery networks
Native ads
Using both organic and paid distribution can make give you more comprehensive lead generation for your site in the long run.
5. Use Compelling Lead Magnets
An ineffective lead magnet is detrimental to lead generation, even if you have a lot of traffic.
What is Lead Generation (Lead Gen) Content?
Lead generation content is also referred to as a lead magnet. A lead magnet is a valuable resource that you offer to a prospect in exchange for information (typically an email address). You can also refer to these as gated content.
People are extremely protective when it comes to their email addresses. You must offer something valuable in exchange for an email address in order to convince a prospect to hand one over.
You can use the following types of content to generate leads:
Case Studies
eBooks/How-to guides
Checklists
Whitepapers
Recipes
Free reports
Webinars
Mini-courses
Quizzes
Free trials or demos of a product
Templates
Cheatsheets
An effective lead magnet should possess the following attributes:
It should provide a solution for your target audience’s needs.
It should be specific, as it’s targeted to a specific user. Generalized content does not translate to high conversion rates.
It should be easy to access. The user doesn’t need to follow a long process to get it.
It should not only be easy to digest/consume but also engaging to the reader.
6. Create Optimized Landing Pages
You may be squandering a lot of potentials if your website receives a lot of traffic but your landing page is not optimized to generate leads. Here are some strategies you can utilize to improve the conversion rate of your landing pages:
Delete the navigation bar
An opt-in or close button should be the only option at the top of your landing pages. Having a navigation bar up there can be a distraction and prevent visitors from converting.
An increase of 100% in conversions was recorded on the Yuppiechef case study by deleting the navigation bar from the landing page.
Make sure your call-to-action (CTA) button is clear
The purpose of a great CTA button is to persuade users to take action. A CTA button should be simple and visible. The colors red, green, orange, and yellow work best for CTA buttons. Make sure your button attracts the visitor’s attention.
Wrapping It Up
For a business plan and marketing strategy to generate maximum return on investment, you need to follow the right steps. By applying these six strategies your lead generation goals are met, that increase your conversion rates, and ultimately drive more sales for your product.
Most marketing departments consider outbound sales strategies as their bread and butter. However, in today’s SaaS lead generation market, where prospects are increasingly savvy, these strategies may no longer work as well.
Prospects are no longer willing to be barraged with one spammy message after another. Who likes spam? For this reason, SaaS lead generation must adapt to more sophisticated prospecting and engagement methods in order to be effective.
Both online and offline marketing techniques are effective ways to gain new leads and potential subscribers for B2B SaaS companies.
In this article, we’ll explore 7 different lead-generation tactics to help you gain more clients for your company. But first, let’s have a look at what lead generation in SaaS is all about.
What is the definition of lead generation in SaaS?
SaaS firms provide software that customers can access online rather than installing on their own computers, so users can access the program from anywhere and at any time.
Some SaaS business examples are Google Apps (docs), Salesforce (CRM), Dropbox (cloud storage), Slack (communication), GitHub (code hosting), and MailChimp (email marketing).
It’s wrong to say that lead generation is limited to websites since even social media platforms like Facebook and Twitter generate leads. However, the majority of leads nowadays are produced via online marketing efforts.
Picking up the right leads can be one of the most challenging parts of the sales cycle. Lead nurturing is a process of nurturing an active lead to a better stage of the sales cycle. This process includes sending emails, calls, offers, and other messages to a lead.
A lead could be someone who has started filling out a form on your website and stopped halfway through or someone who has downloaded a free trial of your software but never sent you their credit card information.
Even though money doesn’t grow on trees, customers must be directed to consider your company as a potential service provider. However, as we all understand, leads must be pursued and persuaded to convert to clients.
What makes a SaaS lead generation strategy important?
SaaS lead generation strategies utilize both organic and inorganic approaches. On one hand, organic techniques seek to get your website discovered naturally in search engines. Inorganic techniques seek to actively connect with your potential customers via social media, email marketing, paid advertising, and other digital channels.
The purpose of SaaS lead generation is to attract a qualified audience and convince them to purchase your product. Here are 7 tactics to supercharge your SaaS lead generation today.
7 Strategies to Skyrocket Lead Generation for SaaS Businesses
1. Find the platforms your customers use for lead generation.
When creating a marketing strategy for your SaaS product, you should be sure to find your target audience and make sure you stand out.
It’s not always straightforward—for instance, Instagram isn’t just for beauty consultants and clothes stores—it’s also for SaaS photo editing companies. If you know who your target customers are and what they want, you’ll be able to determine which platforms they’ll be on. All you need to do then is reach them!
2. Share not only engaging but also informative content.
Your SaaS marketing strategy must be well-informed and consistent in order to make the most of your content. Do your homework, publish frequently, and optimize!
Before you begin writing about your industry, you must research your buyer personas and see what has been said on the subject before. Get on board with new trends and new developments.
Prioritize posting on a regular schedule. Once a month is not enough; your followers must have something new to digest at least once a week (if not more frequently).
The more content you generate, the more opportunities you will have to position yourself as an expert and leader in whatever field your SaaS caters to. This shows that you understand what your target market is experiencing and you can help them.
Remember SEO. Everything from a piece of content’s length to other websites’ links to it affects its ‘Google-ability,’ so be sure to keep that in mind when creating informative material.
3. Optimize your site speed.
Speed is one of the most important ranking factors directly affecting the user experience. Therefore, it is crucial to optimize your website’s speed.
Everyone has experienced the frustration of a slow-loading website. Even a short wait can make a person want to click away.
Your website is likely to lose 40% of visitors if it takes more than three seconds to load—and those visitors aren’t the only things lost. Poor website performance can also negatively impact your search engine rankings, lead generation, and sales conversion rates, in addition to lowering your visitor retention rates.
Use online tools such as GTMetrix and Google PageSpeed Insights to monitor your website’s loading time and compare your results with those of similar websites.
4. Ensure that your site is mobile-friendly.
The ratio of mobile to desktop use is growing in the marketing sector, so it’s crucial that your website is mobile-friendly.
Buyers don’t have the time to sit down at their computers to make all their purchases these days. So having a mobile-friendly website is critical for expanding your business.
According to ThinkwithGoogle, an average site should take 15 seconds to load on mobile. If you don’t have one, you may be losing leads right when they are most likely to convert.
The last thing you want is for a prospective customer to get irritated on your website and leave in search of a competitor that is more mobile-friendly.
Make your website mobile-friendly and optimized now!
5. Write articles for other sites.
There have been a lot of mixed thoughts on guest blogging lately. Some people think it’s dead, while others are still employing it to drive traffic to their website and generate leads for their company.
Choose a site that has readers in line with your target audience. This ensures that you will get the right traffic back to your website.
Pick a website with a high domain authority rating, since that means it’s regarded as a high-quality site by search engines. Your website will perform better in search engine results due to receiving backlinks from this site. You can use AHref and Moz to determine the domain authority of a website.
Ensure that your guest post on another site provides as much value to readers as what you provide on your own site. By pitching this way, you may be able to write another guest post for them in the future.
6. Use customer service automation tools to help with customer support.
Chatbots and live chats are excellent customer service automation tools, and they can help you grow your lead generation. Having them available 24/7 is one of their greatest advantages. Even if your company has limited working hours, this will impress your customers and demonstrate that you care about them.
You can use chatbots to automate simple tasks such as providing users with answers to frequently asked questions or instructing them on how to use the basic features of your software.
Having live support agents available who care about customer needs and are ready to answer questions will be appreciated by your customers.
7. Try out click pop-ups.
We will finish this list of effective SaaS lead generation tactics by suggesting click pop-ups.
There are many types of pop-ups, but not all of them are effective at generating leads.
Having a short signup process that asks for visitors’ email addresses and names means that visitors will not feel forced to provide their information when they encounter a click pop-up.
Platforms to Boost SaaS Lead Generation
GetResponse
Are you looking for a solution to help you create landing pages? GetResponse is it.
You can utilize GetResponse to generate qualified leads with ease.
With its live chat, transactional email notifications, and landing page builder, it helps you to increase your sales. Using this platform, you can convert traffic, nurture leads, score, and segment them.
With GetResponse as your all-in-one marketing platform, you can:
Make use of the email marketing services’ email creator, autoresponders, email analytics, bulk emails, transactional emails, and list management to upgrade your campaigns.
Build a website to advertise your own company using an AI-powered creator, predesigned templates, drag-and-drop editors, forms and popups, and domain management.
Tags and scores can help you automate your workflow by providing automation flows, abandoned cart emails, website visitor tracking, and product recommendations.
Use screen sharing, call-to-action buttons, on-demand webinars, whiteboards, and polls and surveys to draw in your target market.
Set up paid ads that request social media connections, such as Facebook, Instagram, and Google—all supplied by GetResponse—that may be used to generate leads.
Using Facebook Pixel, create signup forms, pop-ups, countdown timers, and e-commerce tools to create landing pages that generate revenue.
By using live chat with customization tools, visitor capture forms, chat notifications, and chat analytics, you can improve user experience by staying in constant contact with your audience.
You can keep track of the conversion rates with custom prompts, unlimited notifications, web push analytics, and automated notifications.
Access an SMS editor, URL shortener, and SMS reports that can be used to automate the entire SMS marketing process.
Pricing starts at $15.58 per month for 1,000 contacts.
Hubspot
HubSpot provides a variety of tools to help salespeople generate more leads and be more successful. Sales teams can benefit from sales automation, pipeline management, meeting scheduling, tracking, goal setting, and live chat.
More sophisticated tools are available at higher tiers, such as sales forecasting, 1:1 video creation, smart send times, and predictive lead scoring. These features will allow your team to generate more leads with less effort.
Two users can be added for $45 per month.
MailChimp
There’s a good reason why Mailchimp is one of the most popular email marketing platforms—it can significantly help you generate leads.
Using the platform’s easy-to-use, drag-and-drop email builder, you can create stunning emails and use email automation to keep things running smoothly.
There are paid plans starting at $11/month, or you can get Hyper Plan for free.
Wrapping Up
With these 7 strategies listed above, SaaS lead generation can be a game-changer for online companies selling their products.
In addition to email marketing, you can utilize any of the strategies listed above to boost your marketing efforts and generate more leads.
All of these strategies are relatively easy and inexpensive to put into practice. Hopefully, just one of them will be sufficient to meet your objectives!
