Avoiding the common marketing mistakes that kill online sales is the way to create powerful IT lead generation. Many companies aren’t engaging their audience or scaring them away with too many questions.
If you make sure you’re reaching your audience, you can attract, capture and convert your online leads. So, how do you reach and engage your prospects?
Effective Digital Content Marketing
Digital content marketing is one of the most effective ways to engage your audience. Offering educational content, such as white papers, webinars, podcasts, and relevant blogs are valuable tools that result in more leads and conversions.
Many B2B businesses create gated content where the prospect has to register, pay or subscribe to read the information. Although this gives you information about your prospects, it can drive them to a competitor for the same information.
Keep in mind that when you put your content behind a gate, it’s blocked from search engines because they can’t crawl your content. This hurts SEO.
Not only that, you lose potential leads because they don’t want to fill out the form or pay for a subscription. This also hurts your ranking because even readers who sign up are unlikely to share content that requires payment or registration.
Not all content marketing strategies work the same way for every business. You have to decide whether you want more prospects downloading free content or fewer downloading gated content. Compare both and see which method works better for IT lead generation.
Ask the Right Questions
Are you asking your prospects the right questions? If you do use registration forms, well-designed survey questions can help you collect sales leads and valuable insights into your audience.
Don’t ask too many questions. Know what your goals are before making your questions. Then you can ask questions that will help you achieve those goals.
As a rule of thumb, try not to ask more than three questions. If your form looks too intimidating, fewer prospects will respond.
Also, don’t waste your questions on personal information like where your prospects live. Since most IT businesses are online, it’s irrelevant where your audience lives.
Once you gather your answers, analyse and segment your leads so you know which ones are high-quality.
Use Your Website
Some businesses set up their websites and then ignore them. This is a waste of a great marketing tool.
Your website adds brand value and highlights your products and services. To get your website working for generating leads, review how it’s functioning.
Check how easy it is for your prospects to find information. Keep in mind the design and layout, SEO, social media optimisation, content marketing relevance, and visitor security.
Think about using live chat to engage your visitors. You can answer all their questions and have immediate insight into whether they’re a quality lead.
Also, include testimonials of happy customers. This adds brand value and social proof of what you can do to solve your customers’ problems.
Put It All Together
IT lead generation is about building relationships with your prospects. By giving them the content they want, keeping your questions to a minimum and optimising your website for lead generation, you’re on your way to attracting leads and driving sales.