But that doesn’t mean that you can afford to ignore it.
And if it’s been a while since you revamped your email marketing strategies, it’s time to wake up and smell the lead generation coffee.
The good news is it’s great coffee.
Here are five blends – okay, strategies – to help you kick your lead generation into high gear.
Some marketers want to hang on to a “one size fits all” approach when it comes to lead generation. They’ve got a lead magnet that’s been working for them – at least to a point – and they don’t want to try anything new.
But here’s the thing about that. Not every potential lead arrives at your site for the same reason. Some may have been drawn by a specific piece of content. Others might be looking for a service – or a product – to solve a problem they’ve been having.
My point? It’s far more effective to target people with an offer that’s tailored to their interests. Someone who comes to your site because of an authority blog post is highly likely to respond to a lead magnet that is related to the post.
That’s simple, but I’m always amazed at how many people don’t understand it. Dive into some audience research, tailor your lead magnets based on what you find, and watch your subscriptions soar.
#2: Use Pop-ups
I can hear you now. Your brain is screeching at me.
“WHAT? People hate pop-ups! And what about pop-up blockers? It’ll never work!”
I get it. But here’s the thing: pop-ups are effective. In fact, they can be HUGELY effective if you use them in the right way.
What I mean by that is that a generic pop-up that interrupts someone while they’re reading the first paragraph of your killer blog post is only going to be irritating – and probably ignored.
A pop-up that appears as the reader approaches the end of your blog post is a different story. So is a pop-up that’s triggered when the user hits the back button or tries to close the window.
Why? Because these are triggered by behaviors.
Research shows that using an exit pop-up can boost conversions by as much as 1375%! That’s a crazy number – and if you know anything about conversions, you know that it’s beyond impressive.
The moral here is that you shouldn’t rule out pop-ups. The right kind – at the right time – can reduce your bounce rate and help you get more subscriptions than ever before.
#3: Maximize the Value of Your Lead Magnet(s)
We’ve already talked about lead magnets, but there’s another angle I want to mention. The best lead magnets are those that:
The main point here is that a user should see your lead magnet and experience immediate FOMO (that fear of missing out). You want them to NEED it – so much so that they’ll fork over their email address to get it.
#4: Choose the Right Lead Capture
There’s more than one way to skin a cat. And there’s more than one way to capture a lead.
Sure, you could go with the old tried and true web form. But think about your audience. Is that the BEST way?
If your regular methods aren’t garnering the options they once were, here are a few alternatives to consider:
#5: Eliminate Friction
Subscribing to your list should be easy. REALLY easy.
You probably know that there’s research that shows that every additional field added to an opt-in form decreases the conversion rate. For example, dropping the number of fields from five to four can increase your conversion rate by 50%.
You should ask yourself:
Email marketing is an ideal way to nurture leads and convince them to take the next step and buy your product or service. The five tips I’ve mentioned here can help you pull your lead generation out of stagnation – and into a brand new world of profits.