LEAD GENERATION : A COMPLETE GUIDE

August 16, 2017

LEAD GENERATION : A COMPLETE GUIDE

What is a Lead?

A lead is a person who has indicated interest in your company's product or service in some way, shape, or form.

What Is Lead Generation?

Lead generation is the process of attracting and converting strangers and prospects into those leads we just talked about.

Whenever someone outside the marketing world asks me what I do, I can't simply say, "I create content for lead generation."

So instead, I say, "I work on finding unique ways to attract people to my business. I want to provide them with enough goodies to get them naturally interested in my company so they eventually warm up to the brand enough to want to hear from us!"

That usually resonates better, and that's exactly what lead generation is: It's a way of warming up potential customers to your business and getting them on the path to eventually buying.

How Do You Generate Leads? The Mechanics of Lead Generation

Landing Page: A landing page is a web page a visitor lands on for a distinct purpose. While a landing page can be used for various reasons, one of its most frequent uses is to capture leads through ...
Forms: Forms are hosted on landing pages. They consist of a series of fields (like in our example above) that collect information in exchange for an ...

Offer: An offer is the content or something of value that's being "offered" on the landing page. The offer must have enough value to a visitor to merit providing their personal information in exchange for access to it.

Call-to-Action: A call-to-action (CTA) is an image, button, or message that calls website visitors to take some sort of action. When it comes to lead generation, this action is (you guessed it!) to fill out the form on the landing page and redeem the offer.

4 types of landing pages >>

Long Form Landing page
Short Form Landing Page
Squeeze/Bridge Page
Mobile Landing Page

Long Form Landing Page : -

Introduction to the Offer
Details
Are you Interested? (CTA or Web Form)
Details of the offer
Are you Interested? (CTA or Web Form)
Benefits of the Offer

Are you Interested? (CTA or Web Form)

Social Proof (Testimonials)

Benefit

Are you Interested now? (CTA or Web Form)

When do you build Long form or Short form?

Long form is used when you have good amount of content and its always prefered to long over short but if you are a startup or a newbie on internet you may not have much information to showcase and then you can make short form landing page!

Short landing pages: You just have a headline (lead magnet) + sub title along with some information (Hook) + Call to Action (CTA).

Headline

Sub Headline Form

Description

Squeeze Pages/Bridge Pages :

Many at times we need a bridge between the landing page and the advertisement.

Reason -

That the Landing page has something like a hard hitting headline and some proofs which are not realistic

Squeeze Page and then once they come on squeeze page - they are shown a soft offer and after that they are redirected to the hard offer

Reason - Hard Hitting Landing pages cannot be advertised directly as it is against the

Viewer = > Pop Ups => Landing Page

Pop up advertising / affiliate marketing

The attention span is less we need to create a bridge between the real lp and viewer to first create curiosity in him!

Never show the direct sign up form in short form directly.

Avoid links on short form just as the #7 inside the image above. So don’t have navigation bars. Avoid distracting your visitors from your short landing page.

Short form pages are getting traffic from Pop up traffic.

Within Short Form landing page, we also have a Squeeze page which is a landing page which is view-able in only 1 view port. You can’t scroll down on that page. It should just be a view port. No scrolling. No distractions.

Long form landing page:

Elements:

Introduction
Headlines
Sub heading
Offering
1st CTA (form integrated)
Objections & answers for the same which users might have
Displaying a trust element: : Highlight some FAQs, your customer service, 30 days money back guarantee, testimonials, your featured video on forbes or TV and try to increase the trust.
Have some bonuses added to the VALUE you are providing on this page. So highlight your bonuses for FREE.

Long form pages are getting traffic from SEO, Google Adwords, Social Media only desktop traffic, Email. So if you are bringing traffic from these kinda sources then long form would convert the best.

FUNNELS:

Visitor will land to your Landing Page and then might end up going to a Thank you Page. Simple funnel.

Landing page >> Landing Page #1 and we have some OTO (One time offer) which user can take only once and then it can’t be taken. This is called an Upsell. >> Payment page >> Thank you page.

LP >> Payment page >> TP and on TP you will have locked content which would work as the extension of the original product. This will open only after certain days + additional payments. So this is once again, Up-sells.

A/B Testing:

We have 2 different types of landing page for the same thank you page. In a way, we are promoting the same product using 2 different landing pages having different engaging options and design. We do analysis and monitor the results using Analytics or other paid tools like CPV lab, click-meter, Prosperous etc.

Whichever Landing Page performs the best, would be optimised more and then we would send more traffic to that Landing page.