Generating leads in 2019 is increasingly difficult. You not only have to create content to educate, inform and gain the trust of website visitors before they even consider filling in a form on your website – you also have to leverage a number of different lead generation strategies.
Some of these strategies will have an instant impact on your business’ lead generation efforts – like pay-per-click (PPC) advertising – whereas others will take a little more time to deliver results.
Inbound and Content Marketing, for example, are long-term lead generation strategies. While you can’t expect overnight success with either (though we try our best) once they start working they will continue to generate high-quality leads for your business.
But if you’re a HubSpot user and want what we describe as “quick wins”, you have plenty of tools at your disposal. I don’t just mean the ability to send emails, I mean tools and features that allow you to make personalised, contextual outreach to your contacts based on the information you have on them.
I must say now that these are not shortcuts to success, and shouldn’t be considered long-term lead generation strategies, but – if you have a consistent and high-quality Inbound and content marketing programme – you can use the following tips to attract more website visitors, increase conversions and generate more leads.
Quick win number one:
Activate sales notifications for returning contacts.
Do you have sales notifications set up for returning customers and leads? By activating sales notifications, every time a lead or customer comes back to your website, your sales team will be notified right away and receive information on what content and web pages they have viewed.
By knowing exactly when leads and customers are on your website, as well as what pages they are looking at, your sales team will be in a great position to engage and push leads and customers further down the sales funnel.
Quick win number two:
Install Conversations (chat bots) on your high-value pages.
If you haven’t set up bots on your website using HubSpot, you’re missing out on opportunities to convert website visitors.
We’re in 2019. Website visitors have been filling out forms all over the Internet for more than a decade now, and for some people it has become quite tedious. In the past, forms were easy conversions – but now people are much more used to using voice search, messaging apps and chatbots to get the information they want.
The aim of the game now is to try and get a conversion without a website visitor knowing it’s a conversion. Simply put the HubSpot bot tool on your best-performing pages. You’ll be surprised at how many people start chatting and converting!
Quick win number three:
Create quick bottom-of-the-funnel (BOFU) offers.
Have a think about what BOFU offers you can provide quickly without creating anything new. Your sales team probably have lots of sample pricing decks and product brochures, they may be able to offer limited time discounts as well.
If you have an engaged contact database in your HubSpot portal, every so often you should send out an email with a BOFU content offer – a product demo or brochure, for example.
While the conversion rate of that email will be much less than a top or middle-of-the-funnel content offer that is focused on educating the recipient, there may be those in your contact database who are ready to buy and you just don’t know about it.
Quick win number four:
Run an NPS survey
Your customers are your best marketers in 2019. People today are much more likely to make purchase decisions based on recommendations from those they know and trust, rather than comparison websites.
With this considered, you want to know how happy your customers are and what they’re saying about your business – and a Net Promoter Score (NPS) survey can help you with that.
- If the customer is unhappy, you can find out why and deal with the situation. It’s much better to know and help out then not know at all.
- If the customer is content, you can try and find out what will make their life as a customer of yours better and improved.
- If the customer is delighted, you can ask for reviews and references – they may have a contact themselves that could benefit from your services.
Quick win number five:
Gate content you’re giving away for free
If people don’t have to fill in a form to get access to your highest-quality content, you’re missing out on opportunities to generate leads.
Even if your content is gated, i.e. locked behind a form on a landing page, as long as you do a good enough job of describing the benefits and value of that content, you’ll still get conversions.
In addition, if you’re blogging frequently and have a lot of website content, you could easily repurpose that content to create in-depth eBooks and eGuides which can then be downloaded as PDFs.
Quick win number six:
Create meeting links and put them on your homepage
One fear prospects have when they fill in a form on a website is that a salesperson will be calling them within minutes to “find out more”. The prospect might be busy or unable to take that call, so end up not filling out a form.
The HubSpot Meetings tool resolves this issue by making it easy for prospects to book a meeting at a time that suits them, meaning they can speak to a salesperson when they are ready to.
Quick win number seven:
Repurpose your content
One of the main challenges content creators have is having the time and resource to actually create new content. For that reason we try hard to make the most out of every single piece of content we create by repurposing it.
If you have a lot of content on your website already, consider doing some of the following:
- Turn your long-form eBooks into blogs. You might have things like ’ten tips’ or ‘ten ways’ style content – simply divide them up and publish them onto your blog over a few weeks.
- Turn your blogs into eBooks. In a similar way, you may have been blogging about a certain topic for a few weeks. If collate all those blogs together, you could create a really awesome piece of long-form content. All you need to do afterwards is build a landing page for the eBook.
- Turn videos into blogs. Do you have any thought-leadership videos? If you do, upload them to your HubSpot CMS, create blogs around each video and embed the respective video into each blog.
- Turn eBooks and blogs into social imagery. Your blogs and eBooks are full of awesome tips and quotes that can easily be turned into cool images that can be used across platforms such as Twitter and Instagram.
- Turn videos into more videos. Do you have any videos that are over five minutes long? You might be able to cut them up into four or five short videos to use on social channels.
Quick win number eight:
Get budget for Paid Social
Paid Social is a fantastic way to quickly generate quality leads. You might have a new eBook, a new video or an upcoming webinar you want to promote. You can use a relatively small amount of money to promote these assets on social media platforms and generate high-quality leads. LinkedIn and Facebook, for example, have some really granular targeting options for paid advertisements. You can advertise your content assets to specific companies, locations or job titles to ensure they reach the right people.
You can connect your ad campaigns to HubSpot and track them, so what are you waiting for?
Quick win number nine:
Get an email out ASAP
This sounds simple, but are you frequently emailing your database? Simply build some emails in HubSpot, include a relevant content offer and get them out to your audience!
Quick win number ten:
Collate content into high converting pillar pages
Once again, repurposing content is key. As mentioned before, you probably have a variety of content on your website in the form of blogs, website pages or eBooks. If you want to get the most out of your content (and improve the ranking of your web pages) build a pillar page. It’s the best way to build SEO value in 2019, so go ahead and build a 2,000-word web page about one of your key topic areas and link lots of content to it. Not only will a pillar page provide tremendous value to your prospects, it’ll also be seen as an authoritative source of information by search engines.
The HubSpot Content Strategy tool can help you to build out your pillar pages and link blogs to it.
Inbound Marketing doesn’t provide instant overnight success but if you have the content available – HubSpot’s tools are there for you to act quickly and swiftly to start conversations and start selling better.