December 2, 2015

How to Generate More Inbound Marketing Leads

At its heart, inbound marketing is about creating quality content and fostering two-way communication with your consumers. Unlike outbound marketing, inbound marketing tactics focus on providing value to your audience and establishing positive relationships that will eventually create leads. While content marketing is quickly becoming the go-to lead generation tactic for companies in all industries, it’s not easy to pull off effectively. Trying to churn out high quality content week after week is a lot of work, and nurturing your audience through a long-term lead generation process makes it difficult to predict and set attainable goals.

So what can you do to up your lead gen game without having to up your content production? Here are a few tips:

  1. Redesign your landing pages – Landing page design is one of the most important but frequently overlooked steps in lead generation. A few simple tweaks to your landing pages can create a significant increase in their conversion rates, without a ton of effort on your part. Keep your landing pages free of visual and textual clutter to keep visitors focused on the primary goal: converting. Use links judiciously and make sure they point only to where you want the visitor to ultimately end up (rather than distracting them with unnecessary social links, links to your website’s homepage, etc.). Take advantage of contrasting colors to direct the viewer’s attention to your CTA, and keep your content concise and to the point. Tell users exactly what they’re going to get, then make it incredibly easy for them to get it.
  2. Refresh your CTAs – Many people assume that the only way to create new leads is to create new content, in reality, however, old blog posts and marketing pieces are often a website’s main source of traffic. Revisit the CTAs on your most popular pieces and check to see if they’re converting as well as you’d like them to. If not, try updating them to point to your most current and high-value offer. How do you ensure those CTAs are effective? Great question–we’ve got some ideas!
  3. Reformat your content – One of the greatest advantages of inbound marketing is its ability to leverage a wide variety of formats. From blog posts to podcasts to white papers, the more technology advances, the more channels there are for you to reach your audience. If there’s a certain topic that performed well in one of your blog posts, why not invite a couple of your subject matter experts to talk about it in a podcast? Got a white paper with a ton of great information? Try breaking it down and promoting it as an infographic. Why completely reinvent the wheel if you don’t have to? Leverage the upfront effort of your content creators more efficiently by creating three or four different content pieces out of their research instead of one. You’ll appeal to a wider range of audiences and save valuable time and energy.

Want more ideas for how to get the most out of your digital marketing efforts? Check out our post about improving your website’s ROI in 2016.

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