Lead generation – how to get valuable contacts for your business?

Creating a landing page for lead generation

Creating a landing page should start with determining the goal you want to achieve with it. The website should be designed to achieve this goal as easily. For a landing page to be effective, it should easily guide the viewer through the entire conversion path to its final point. 

Remember that a landing page is not your company’s website! Its purpose is not to tell the story of the company or its team. A landing page should only include information necessary to fulfil its purpose. Any elements that could potentially distract the viewer from converting will reduce effectiveness and, thus, the conversion rate.

Once you are sure the landing page you designed will meet your audience’s expectations and serve its purpose, you can proceed with the lead generation process. What are the most effective forms of lead generation?

The most effective forms of generating leads are the following.

Internet visibility

The most important issue, in my opinion, is to take care of visibility on the web. So what if your offer beats the competition and is incomparably better if a potential customer never gets a chance to read it? Therefore, the first element of promoting your site should be to try to increase its visibility. You can do this organically (SEO) and inorganically (PPC).

What is SEO?

SEO, or Search Engine Optimization, is known as SEO. It refers to the methods used to improve a site’s position in search engines, i.e. services such as Google, Yahoo! or Bing. In this way, the aim is to get more traffic to the site and ultimately translate it into sales of products and services.

Google is the most popular search engine in Poland—more than 96% of Internet users use its services. Therefore, the vast majority of issues related to positioning and lead generation in our country refer to Google’s requirements.

The most important thing for us is to be able to find the right way to do it.

What is website positioning?”

The search engine’s operation is based on a robot that scans all websites whose owners have included information in the code they want to be indexed. Then Google, using its algorithms, verifies that the site meets the on-site and off-site requirements it sets for them. Based on this, it ranks the results that answer the user’s question.

Therefore, to rank high in organic search results, we need to find out what requirements Google places on webmasters and try to meet them as best we can. SEO efforts are a long-term process. You usually have to wait a minimum of several months for the first results. Expert knowledge and experience are necessary to carry out SEO activities effectively. Therefore, it is usually best to entrust the care of SEO to a digital agency

Why use the services of an SEO agency?

First of all – you will achieve better results. Experienced specialists know how to schedule activities to achieve specific goals, and they respond quickly to changes and updates that affect the site’s position.

Secondly – specialists have access to several essential tools for collecting and analyzing data on site traffic, user behaviour and competitors’ activities.

What is PPC and performance marketing? – Performance marketing a lead generation

PPC, or pay-per-click, or performance marketing is a form of marketing in which you pay marketing providers only after achieving given business goals or after the recipient takes certain actions. These may include clicks, sales or ad impressions. In other words, it is performance-based marketing, hence the name performance marketing.

This type of marketing works when advertisers collaborate with agencies or publishers to design and place their company’s ads on available channels, such as Google Ads or Facebook Ads – on social media, search engines, videos or embedded web content. Instead of paying for advertising in the traditional way, advertisers pay based on the effectiveness of the ad, measuring all available elements in the process of broadcasting ads.

This type of marketing features high effectiveness in lead generation for several reasons:

• It enables audience segmentation and precise targeting. We can use demographics, online behaviours, and other information to focus on the people who fit our target audience.
• Produce immediate results. Performance marketing campaigns generate traffic and clicks as soon as they are activated. If we need to acquire leads right now because we have spare capacity or there is a pickle season, ad hoc performance campaigns will work perfectly for this purpose.
• Performance marketing allows you to monitor results on an ongoing basis. Performance marketing allows you to measure all elements of the ads included in a campaign. By conducting this type of activity, you can examine how many impressions the ads generated, the number of clicks, the click-through rate (CTR) of the ads, etc. Additional data will be able to be analysed after the implementation of Google Analytics 4
• Ad formats designed for acquiring leads. Most advertising systems allow the use of ad formats that rely on the recipient providing contact information. These include Lead Ads on Facebook or Lead Form Asset in Google Ads. The user can leave data immediately instead of going to the site and reading the content.

Do you care about attracting new customers effectively and quickly?

Contact us, and we will present the right advertising opportunities for your business. We look forward to establishing a long-term cooperation!

Let’s talk!

Lead magnet – lead generation

Lead magnet is a type of free offer or content that a company offers to potential customers in exchange for their contact information. This could be an email address or phone number. The purpose of a lead magnet is to attract the attention and interest of potential customers while allowing you to build a list of customers for further marketing efforts.

Lead magnets can take the form of, for example:

Quiz: By answering questions about preferences, the user receives recommendations for products or services that suit him/her by e-mail.

Video Guide – the user enters his/her email address, after which he/she receives access to a video related to the offer to his/her mailbox.

E-book  – the user enters his/her email address, after which he/she receives to his/her inbox an e-book on a topic related to the offer or the industry.

Discount coupons or promotions– special offers that are only available to those who sign up for the mailing list.

Calculators and online tools are interactive tools that help users solve problems or plan, such as installation cost calculators or payback calculators.

Access to the webinar – The user can attend an online session in exchange for an email address.

Lead magnets allow you to acquire email addresses. These addresses can be used to develop future business relationships with your customers and to gather data for mailings and newsletters.

Lead magnet allows you to develop a business relationship with your customers in the future.

Content Marketing

One of the most effective ways to generate leads is to offer them valuable content. Blogging and creating e-books or webinars are great tools. They will allow you to build customer relationships and instil confidence in your company. Your content should be valuable, targeted to your target audience and answer their questions and problems. An example of such content would be, for example, the Complete App Store Optimization Guide 

When creating content, pay attention to several aspects:

• regularity – It is crucial in content delivery. Create a publication schedule and stick to it. Regularity builds trust.

• diversity – diversification of content ensures that audiences will not get bored. Customers also have preferences. Some prefer reading, others watching videos or listening to podcasts.
  • value before selling – avoid direct sales behaviour. Focus on delivering value and solving customer problems.
  • Interact with your audience – be available to your community. Respond to comments and questions and engage in dialogue. 
  • Promote content – publishing content is only the first step. Also, promote them through social media, emails, ad campaigns, etc.