Are you generating web traffic but not converting them into leads? That was my client’s problem. So, we implemented a program (that I am about to outline) and it increased lead generation by 400 percent!
Honestly it took some time – testing and getting everyone on the same page regarding the best strategy. But, once that was accomplished, lead flow grew rapidly and the cost–per–lead dropped substantially. I’m going to share with you the digital conversion architecture I designed that turned their web traffic into quality prospects.
1. Target your market.
Who is your best prospect? What kind of professional experience and liquid assets do they need? What kind of personality fits best in your organization? Are you targeting specific geographic areas?
2. Get found.
There are three ways to drive targeted traffic to your website or landing page:
a. Paid Advertising: pay-per-click, banner and digital adverts, affiliate adverts, e-mail
b. Earned: public relations and social media
c. Owned: search engine optimization
3. Develop valuable content.
It’s important that you exchange something of value for a prospect’s contact information. For example, recently, we developed the “Simple Restaurant Investment Guide For Investors.” But, it’s only available if the prospect provides his or her contact information. Take a look if you’d like to see what I’m talking about by clicking on this link: http://www.hurricanefranchising.com/franchising/simple-restaurant-investment-guide/. Webinar, tours, e-books, brochures, surveys, videos, and white papers should be developed as part of the creation of a content library.
4. Design a conversion architecture.
A successful conversion architecture needs the following three components:
a. Content: As previously noted, you need to exchange something of value for a prospect’s contact information.
b. Landing Page: A landing page is a single web page that appears in response to clicking on a search engine link or online advertised offer. Landing pages provide specific content that relates back to the click.
c. Form: The form captures the contact information that enables the prospect to receive the advertised content. Content delivery should be immediate.
5. Analyze results.
By analyzing results generated by the landing page, you can review click through rates to determine the success of a lead generation program. Google Analytics is a great, free tool that can help you learn what works, what doesn’t, and why.