Lead generation is not as simple as it used to be. There are so many different platforms that are pulling your audience’s focus, it’s tough to know how to best capture their attention. How do you best optimize lead generation opportunities? Here are some of the methods that we’ve found to be most effective. (Check out part one of this post here.)
Most people think “Google” when you talk about website optimization, because of its status as the behemoth that dictates search rules; But lead optimization goes beyond Google.
It’s also about capturing leads before they get away - maintaining the trust of real human beings who are trying to decide whether or not to abandon your site. For most people, that decision is made in less than 5 seconds.
Traditional lead-capturing website elements include:
- Text call-to-actions, like “sign up now”
- Links to splash pages
- Clickable buttons
- Forms to fill out
Of course, people have gotten wise to those formats, and some will avoid them for fear of spam. There’s also a long list of new formats, which take a more “give some to get some” approach. You provide something free in exchange for their contact information.
HubSpot calls these lead magnets because they attract by being helpful rather than being pushy.
- Expert tips emailed to you
- Training video links
- Free trials and subscriptions
- Participation in beta testing for early access
- Webinar signups
- eBooks and whitepapers available with registration
Promote your lead magnets on social channels and cross-promote unique content across channels. This deepens your connections with potential leads by reminding them of your brand more often.
Interactive Social Campaigns
It’s important to point out that social media marketing has changed in the past few years. In the past, it was enough to post company news on Facebook and then log out until later in the week.
Today, that’s simply not the case. Your potential leads expect a constant flow of two-way communication through social media. If they ask a question, they want it answered promptly - in fact, Facebook shows people how fast your company typically replies and “within a few days” is a real turn-off.
In day-to-day lead generation, this means you must put someone in charge of answering social media inquiries as well as, or better than, phone calls. Each failed interaction is a missed lead.
If you put a picture of a new health product on Instagram and a follower comments, “Interesting. How much does it cost?” someone on your staff should answer within hours. In fact, if you can respond immediately, you’ll open the door to social selling - a technique proven to drive audience engagement.
Measuring and Re-Measuring
Let’s not forget to mention the importance of measurement in lead generation. Sometimes you have to step back and ask, “Where are we getting most of our leads? What’s been most effective for us?”
Use metrics like win rates, average deal size, conversions by campaign, and customer lifetime value by lead source. These will show the long-term effectiveness of your lead generation efforts, so you’ll always spend your marketing dollars wisely.
If this seems like a lot to address all the time, it’s because it is. You may need dedicated help from a healthcare-focused marketing agency to accomplish everything that is needed in order to optimize your lead generating activities.