Most B2B companies rely on leads from their customers. But finding and curating those leads can be a challenge. Take a look at a few strategies that will generate leads, just by using your company’s website.
Leads are the fuel for getting repeat customers for your business. The good news is that your website can be the source of a large percentage of your overall marketing leads - optimize it the right way and you'll see consistent results.
According to CSO Insights, 68% of B2B companies are struggling with lead generation. Here are some proven strategies to collect relevant and recurring leads from your business website. The following features and programs will help you to begin a two-way-communication with your site visitors.
8 Successful Techniques for Generating Leads From Your Site
- Use a live chat feature
- Announce a giveaway
- Build a business blog
- Set up a contact form
- Start copywriting
- Promote your affiliate program
- Integrate social media accounts
- Run remarketing campaigns
Tip #1: Use a Live Chat Feature
Live chat integration is a convenient way to initiate a conversation with website visitors and to know more about them. 42% of consumers say that they prefer to live chat over other support functions because of no wait time.
Live chat features allow users to connect with visitors in real-time. Site visitors can receive quick answers to their queries about the company’s products or services.
Users can also multitask while getting to learn more about the business. It’s an easy way to make an instant connection with prospects.
Site visitors may have a variety of questions related to your offerings. Like in the image above, a user is asking an account owner about their pricing plans. Live chat integration is an awesome tool to convert precious site-traffic into leads.
Tip #2: Announce a Giveaway
Collecting an email address is not as simple as it sounds. You need to work hard for each lead.
A good technique to lure users into sharing their details is to give freebies. You can offer a free trial, a discount offer, or access to premium content such as a video course.
Take a look at this example of a free trial from LeadQuizzes:
Marketers can also catch users who are about to leave the website, using an exit-intent popup. Showcase your giveaway along with a call to action (CTA) and a quick contact form, like a coupon code or other incentive.
Here are some interesting giveaways that you can offer to your site visitors:
- Templates and checklists
- Original research reports
- Resource lists
- E-books and whitepapers
Most internet users have low attention spans. Offer them something valuable and they’ll be happy to stay on and share their contact details. Users can also create a landing page to showcase the benefits of the giveaway.
Tip #3: Build a Business Blog
Businesses need to create search-optimized and audience-centric blog content regularly.
A good way to collect contact details of blog visitors is to offer them a newsletter subscription. A subscription promises to routinely deliver useful content to a user’s inbox.
Users can easily write in their email address to instantly subscribe to your company’s content.
Marketers can also plan on adding the relevant CTAs on high-traffic blog posts.
For example, place a CTA that directs users to a related product page or a giveaway landing page.
HubSpot offers an email planning service that many users working in the B2B space need. Offering this tool in a CTA gives users direct access to subscribing.
Consistent blogging helps you to get traffic, build an audience, and strategically con-vert them into leads.
Tip #4: Set Up a Contact Form
A contact form provides website visitors with a format for filling in their name, contact details, and a message.
It’s necessary to have contact forms at strategic places on the website: landing pages, contact us page, and exit-intent popups.
To ensure better conversions, you need to optimize the website contact forms for better user-experience. Here are some useful tips:
- Do not add too many fields.
- Add error messages to communicate any mistakes made by the user.
- Mention optional and mandatory fields.
- Put labels above the input fields.
- Provide a checkbox for users to opt-in for the company newsletter.
- Add a relevant Call-to-Action.
These tips are quick and actionable, ensuring that users will quickly fill out the forms. GoodHire has an efficient contact form on their website.
On their form, users have quick information that they need to fill out. They also have options for quick answering as well as an optional comment section.
Webmasters can use an online tool like JotForm to create and integrate contact forms on their website.
A contact form makes your website look professional. It showcases a business’s availability to take visitor queries.
Tip #5: Start Copywriting
Effective copywriting is about selling dreams and aspirations. It’s about communicating the emotional benefits of products and services. Make your messages memorable and precise.
Powerful headlines and CTA’s work as triggers for website visitors into taking the desired action. Take a look at this home-page copy example from Dropbox:
The example from Dropbox gets straight to the point, which is what users are looking for. The headline is also actionable, which triggers users to take a look at the service offering.
When crafting content, creators should use a tone that’s simple and easy to understand – the audience is not interested in jargon or complicated language.
Web copy helps build the right perception and plays a big role in influencing visitor decisions.
Tip #6: Promote Your Affiliate Program
An affiliate program is a great way to create valuable partnerships with niche influencers. The sort of campaign works for a variety of businesses including B2B software and eCommerce stores.
Business owners can create a landing page on their website that’s dedicated to ex-plaining site visitors about their affiliate program. You can communicate about the process of earning commissions, and share affiliate links and banners on the page.
Take a look at this example from FreshBooks, the popular online invoicing tool.
The program offers a $5 referral commission on every lead. Promoting your affiliate program on your website is a terrific way to create new associations for lead generation.
Tip #7: Integrate Social Media Accounts
Turning website visitors into social media fans and followers is another innovative way to add them to your sales pipeline. A simple way is to add clearly-visible social media icons that link to your business’s social media handles on Facebook, LinkedIn, YouTube, and Twitter, etc.
You can place these icons in your website footer.
Users can quickly scan a webpage to see where the company is on social media. The helpful icons lead to quicker selection as well.
Another common method of social media integration is the "sign up with social" feature.
The functionality is useful for web apps and e-commerce platforms. The feature allows visitors to sign up for a service using their social accounts. It makes it quick and easy for them to sign up or take a free trial.
It also helps marketers collect user-details, such as email addresses, interests, and social behavior. Social integration offers convenience features that let users connect with your business and paves the way for future interactions.
Tip #8: Run Re-Marketing Campaigns
Business owners can make use of paid campaigns to connect back with those who visited their website. 3 out of 5 online viewers notice and consider ads showing products they viewed from another page.
You can run re-marketing campaigns on different online platforms including Google, YouTube, LinkedIn, and Twitter.
Make sure to segment your remarketing lists and run targeted campaigns based on user activity and preferences. For example, you can run product-related offers target-ing those who visited specific product pages.
Thing is that many site visitors may come, check out the products, and forget about visiting again. Re-marketing campaigns help send a gentle reminder about products, services, and content while encouraging visitors to share their details.
Start Converting New Customers Today
Every visitor on your site has the potential to convert into a loyal customer. If you ignore your business website, then you might lose thousands of potential customers.
Generating leads might seem like a task that you have to go above and beyond in order to accomplish. This isn’t the case when you can build off the content already on your platform.
A full-featured and content-rich website can become a hotbed of qualified leads for your business. Smart marketers use the right tools and strategies to make the most of their business website.