Is Your Lead Generation Working?

You’ve done everything possible to attract an audience to your service, but overall engagement seems low. You may feel discouraged and frustrated. You keep rethinking your strategy, wondering if you are using the right advertising avenues or even have the right target audience, but nothing seems to work. Or maybe, your online ads and website traffic perform past your expectations, but not enough of it translates into sales.

If you’re investing money to grow your visibility and awareness, it’s just as important to put the same effort into guiding that lead through the consideration process to determine if they’re likely to become a customer. This includes everything before they reach checkout or talk to a salesperson. This is especially critical if you have a complex or high-value product or service, which typically means customers take longer to make decisions (e.g. B2B).

The best way to improve your lead generation process is simple: walk them through each step of their buying process, answer their questions, and make it as easy as possible.

While this may seem overwhelmingly obvious, the fact is that customers are looking for a clear and easy way to purchase your product or service, and unless they have extreme loyalty to your particular brand, any friction or confusion could lead them to choose an alternative that is easier or more convenient.

Here are a few ways to enhance your lead gen:

• Direct advertising traffic to your dedicated landing page.

• Use a clear call-to-action: make your primary message clear and painfully obvious.

• Be generous with sharing content to attract inbound audiences.

• Follow up on new leads via email first (phone call follow ups that aren’t expected set a weird tone for many people).

• Tell users exactly what they will receive when completing any sort of form. Clarity is kind.