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Fix These Lead Generation Gaps and Get More Enquiries
In the quest for qualified leads, businesses often find themselves trapped in a costly cycle of SEO, digital marketing, advertising, and even purchasing phone number lists. Despite these investments, the desired influx of good leads remains elusive, leading to both financial and time wastage.
This article is your guide to breaking this cycle and optimizing your lead generation strategy.
Fix These Lead Generation Gaps and Get More Enquiries
This article is your guide to breaking this cycle and optimizing your lead generation strategy.
This article comes with free access to a lead-generation impact health check and scorecard.
Use this interactive scorecard to assess your current strategies, target audience, marketing channels, conversion rate, and lead nurturing techniques. We'll identify gaps and email you a personalised breakdown that highlights your strengths and gaps.
Use this interactive scorecard to assess your current strategies, target audience, marketing channels, conversion rate, and lead nurturing techniques. We'll identify gaps and email you a personalised breakdown that highlights your strengths and gaps.
Fix These Lead Generation Gaps and Get More Enquiries
Rewinding the Process
Before spending another penny on ads, it's crucial to look beyond the ad itself. Ask yourself: where does the ad lead potential clients?
- Social Media Missteps: Many businesses post on social media without directing potential clients to explore further.
- Website Woes: Some ads merely redirect to the business's home page, which is often not optimised for lead generation.
To address these issues, let's take three crucial steps back and explore the first steps of an effective lead generation strategy.
Let's outline the steps in detail
Many businesses falter at the first hurdle: defining their ideal client. Our lead-generation impact scorecard reveals a common scenario where the owner or sales team cannot clearly describe their ideal client. This is a significant gap because understanding your ideal client is fundamental to tailoring your marketing efforts effectively.
Step 2: An OfferIn the attempt to solve a wide range of problems, businesses often position themselves too broadly on their websites. This approach has its pitfalls. It dilutes your message and fails to resonate with specific client needs. Instead, your offer should be a clear outline of how you can solve a particular problem or help clients achieve a desired state. This requires a focused approach, ensuring your solutions are directly aligned with client needs.
Step 3: A Dedicated Lead-Generating Landing PageThis is where many businesses miss the mark. Often, social media posts and digital ads lead to the company's homepage, which is not optimized for immediate engagement or specific client problems. Considering that visitors make up their minds within seconds of landing on a page, a generic homepage is ineffective. Instead, a dedicated landing page is crucial. According to Donald Miller's framework, such a page should clearly articulate the problem, offer a solution, and guide visitors towards a specific call to action.
Downloadable Schematic: For a detailed layout of what to include on a high-converting lead-generation landing page: Download: high-converting lead-gen landing page schematic.
Step 4: The Ad ItselfFinally, we arrive at the ad. The key here is specificity:
- Call Out Your Ideal Audience: Directly address the audience you defined in Step 1.
- Spell Out the Problem: Clearly articulate the specific issue your audience faces.
- Link to Your Landing Page: Make sure the ad directs to the dedicated landing page, letting it handle the in-depth selling.
- Focus on Specificity: Avoid being too broad. Tailor your ad to address a specific problem.
By following these steps, you can transform your lead generation process, ensuring each element works effectively towards attracting qualified leads, saving you both time and money
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