Leads are the lifeblood of B2B businesses. Here are six key strategies for boosting your lead generation campaigns.

1) Knowing your audience

This is where it all starts. If you don’t know your audience, you won’t be able to make informed decisions about what content to write to meet their needs and pain points. Get this right and the following points become that much easier.

2) LSI keywords

Quite simply, latent semantic indexing (LSI) refers to the portion of Google’s algorithm that looks for words synonymous with any given keyword. For example, “London discounted widgets”.
In your content, intersperse your copy with variations such as “discounted widgets in London” and “London widgets on discount” or "reduced price widgets in London". Don’t reuse the same exact match keyword over and over; mix it up instead. It’s more natural for the reader and it’s better for Google too. You are guaranteed to get more traffic this way.

3) Making your content skim-able

Website visitors won’t ever become leads if they bounce off your blog. Have a look at almost any company blog and you are likely to encounter the infamous “wall of text” – a massive tract of words all lumped together in one paragraph. This is an immediate turn-off for your visitors, they see all the text and they click the back button immediately.

Break your content up by using headings, sub-headings and bullet points. These help your reader easily digest the information and provides a road map for the article.

4) Call to action/ Form above the fold

You want your call to action button or form to be featured as prominently as possible on every blog post so that it is visible. There is no guarantee that if you put the form or CTA at the bottom of a post that people will take the time to scroll down that far. If you look at a typical heat map, focus is nearly always placed towards the top of the page.

5) Keeping your message consistent

Your blog post talks about one thing, your CTA another and your landing page something else yet again. You can see how this is inconsistent and makes prospects question your attention to detail as well as your expertise. It also places the onus on the user to make the connections. Make sure your headings and messages are aligned and consistent.

6) Optimising your forms

To put it simply, a form can be too long. Think of it this way. You want to get the maximum amount of information you need from the prospect without discouraging them completely from filling in the form at all.

It’s an art to strike a balance between the number of form fields you need versus the number that you want. Keep them simple and you can always garner more information in the future by using features such as Smartforms in Hubspot or encouraging your prospects to fill in additional forms that will lead them further down the funnel.

These 6 tips can greatly benefit your lead generation efforts. Put them into action today and over time you will find your website is generating an increased number of leads, of better quality.


By Michael Kaeflein, Marketing Manager, Incisive Edge

GDPR Summit Series is a global series of GDPR events which will help marketers to prepare to meet the requirements of the GDPR ahead of May 2018 and beyond. Further information and conference details are available at http://www.gdprsummit.london/

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