The importance of lead generation

For every business that works to generate a profit, a critical aim is to increase sales and turnover year on year. One of the joint responsibilities of the marketing and sales departments is to highlight potential new business leads and to convert these prospective customers into paying customers.

A ‘lead’ is someone who has shown an interest in the product or service your business has to offer and this applies to both B2C and B2B markets. Within a B2C context, leads can be sources through cookies on your website, or new subscribers to your mailing list. Most B2C companies have an eCommerce platform, which allows you to sell directly to customers. A great way to convert potential leads for B2C companies is to re-market the exact product the person has been looking at, in a banner advert on another site, or if possible, send them an email directly offering a discount on their first order.

For B2B companies, who don’t often have an eCommerce offering, especially if they are a service business, lead generation online is slightly more complex but equally as important. Below we’ve detailed why lead generation is so important, focusing on a B2B market.

Why is lead generation important?

Firstly you need to generate leads. With no warm leads to action, your sales team will find their time pretty unproductive. One of the best ways that a B2B business can increase the volume of leads they generate is to create interactive content online to attract potential new customers in. If you’re offering customers a service, it isn’t always something you can remarket on other sites in the same way you can a product.

How do you increase lead generation?

Interactive content in the form of quizzes is a great way to engage your prospective customer on your site. Requesting their email address in return for their answers is a really easy way to generate useful lead information online. Making your quiz fun and lighthearted will also give your potential customer an opportunity to switch off from their day job for a few minutes, which might even go as far as helping them warm to your business.

Two-stage lead generation

Getting the first stage of lead generation right comes in two steps. Firstly, you need to find a way of recording tangible, useable data from the person – such as an email address – and secondly, you need to ensure that their first impression of your business is positive, leaving them with a favourable impression of your brand. As most sales are closed after the fifth piece of contact, consider this first step your handshake to introduce yourself in the best possible light.

What can effective lead generation help you to achieve?

Businesses who have an efficient lead generation system can find their revenue increases up to 130% better than a company who doesn’t invest in lead generation.* So it is imperative if you are serious about increasing your revenue that you invest in the tools and systems you need to convert visitors on your site into potential leads.

Now more than ever lead generation is key

In today’s digital world, people can scope out products or services they’re interested in online before they make a purchase. Previously enquiries would’ve been made in person in a shop, or over the phone, but with the advent of social and digital media, this personal interaction has been lost. As a result, the opportunity to close a sale has decreased. This has made it more important than ever for businesses to ensure they are generating high-quality leads which can be converted into sales.

For more information about how Lead Doubler can help you create engaging, interactive content to increase the number of leads you generate, get in touch today!

*http://www.bluevalleytelemarketing.com/importance-lead-generation/

lead doubler

Interactive content – what, why and how

Interactive content, quite simply, does what it says on the tin. As opposed to static content, such as webpages, blogs and images, interactive content is that which requires the viewer’s active participation and engagement. Rather than simply reading text or appreciating a visual, interactive content examples include those that give their audience real-time results that are not only relevant but they are related to causes and topics that they really care about.

Examples of interactive content

Interactive content can come in all shapes, sizes, tones, styles and can be suitable for a range of channels. However, as a whole, interactive content can be broken down into five core key content types. These main building blocks can then be used either as lone media types or can be combined to create layered interactive experiences, such as responsive videos, infographics and images.

The four core elements used to create interactive content are as follows:

Poll, Trivia, Quiz and Survey – Best demonstrated by the Buzzfeed phenomenon, online polls and quizzes are not only highly engaging for the user, as they can be specifically targeted, but for the marketer too. These survey-based content examples provide remarkable opportunities to gather data in the form of opinions, customer insight and that all-important feedback.

Assessment – As simple as they sound, assessments use a range of carefully constructed questions to precisely segment an audience into several pre-determined categories. For both audience and marketer, this can be a very useful exercise. Not only can it ensure that users are hit with the content that most appeals to them, but it also allows professionals to really dissect their audience so that they can best spend money on content that really engages.

Bracket – No brackets are not a punctuation mark, at least not in this case anyway! When we talk about a bracket with regards to interactive content, we are referring to a form that requires prediction and completion: a form that is completed where the participant(s) predicts the outcome of each game in a tournament, for instance, March Madness.(https://en.wikipedia.org/wiki/March_Madness_pools). Whoever, come the end of a tournament, has had the closest predictions will win the content.

Calculator – Calculators can come in a range of different disguises and the most prolific is probably a quote generator. Calculators are a type of interactive content that is created using back-end development where answer combinations are pre-set. Once a user inputs specifics, they are evaluated and their combination will turn out a specific answer, normally in the form of a numerical result.

The importance of interactive content

In today’s digital world, where users are 91% more likely to engage with heavy visuals and interactive content, it is unsurprising to learn that, following the mobile revolution and its subsequent digital transformation, the average adult’s attention span has reduced from twelve seconds down to a shocking eight. That means engagement really is key for marketers. With its main intention of creating a two-way conversation with internet users, interactive content achieves just that – instant interaction. This interactivity brings with it deeper brand recognition and can work to drive higher customer retention levels.

Because of interactive content’s personalisation element, people simply cannot help but put themselves through your inviting algorithms. The fact that interactive content too will conjure up different results and a different user journey based on the order of content inputted also brings with it a powerful attraction. It appeals to the human brain’s natural appreciation for all things new – our inner magpie if you like!

Implementing interactive content

Fortunately, interactive content has never been easier to create. With our cutting-edge LeadDoubler platform you can do just that – double your leads! By turning existing files into engaging content in seconds, we can help you drive interactivity to achieve the ROI and conversions that you are really looking for. Our platform will also automatically inject leads generated from your interactive content directly into your marketing automation tools if required.

So get in touch today, and let’s start fuelling your marketing with dynamic and interactive content that will keep your customers coming back for more!

video recording icon

The Value Of Video For Lead Generation

From Facebook quizzes to interactive calculators, it’s been proven that interactive content can help with lead generation through online channels. Another accepted method of increasing your lead count is video content, and this blog will tell you why.

Which are the best videos for you?

Naturally, the type of videos you produce for your online content, designed to attract leads, will be suited to your line of business. It might be a pre-recorded webinar on your website which discusses issues of interest to your target market, or maybe YouTube videos on your channel which include video tutorials. Whether you set out to engage by entertaining, shocking, informing or educating, it can all be on the path to lead generation if produced and marketed effectively.

How to capture the leads

There are a number of actions you can take in order to direct people from your videos to the destination of your choice, in order to turn them into a lead. It might be a lead generation form which is embedded in the video at some stage. You might ask for the form to be filled in order for the content to be viewed – this is known as a ‘gate’. Alternatively, you could produce a shortened or ‘mini’ version of the video as a teaser and offer an upgrade or full version at the end of the video.

Using YouTube tools

YouTube provides features which are readymade for lead generation, such as annotations which act as tags that can be embedded in each video. This allows users to navigate to a specific URL – perhaps your website – or another video on your YouTube channel.

That’s our quick guide to lead generation through videos. They might be best used as part of an integrated interactive campaign targeting multiple web channels. For more information, get in touch.

generate pre-qualified leads

How To Generate Pre-qualified Leads By Properly Engaging Visitors To Your Landing Page

As most marketers know, lead generation is the process of attracting and converting the right prospects and enticing them to make contact with you. However, this often proves to be both costly and time consuming, as the problem most businesses face is how to separate the wheat from the chaff when evaluating the leads themselves.

In most cases, lead validation is the key that unlocks a profitable ROI in a lead generation strategy, though putting an effective system in place to monitor this is frequently overlooked. As a result, many campaigns suffer avoidable losses by throwing good money after bad pursuing inappropriate and unqualified leads.

But how do you address this?

One way is to provide front end content that pre-qualifies leads based on visiting prospects use of interactive content, designed to educate them in ways that will help improve their ROI.

This was the thinking behind the team who developed the world’s leading calculator creation software, LeadDoubler.

The beauty of interactive content and LeadDoubler in particular is that in enabling you to educate your prospects and give them the information they want, it also makes them more likely to engage with you and eventually sign up for your offer. But to do this successfully, it has to be super user friendly.

On this note, the software developers at LeadDoubler would appear to have got it right if the awards handed out by Finances Online are anything to go by. In 2016 they were presented with both the Rising Star and Great User Experience Awards. These were based in part on positive feedback from LeadDoubler clients that highlighted the quick and easy way the calculators could be designed – less than 5 minutes – and the way the software integrated with leading CRM and other applications.

To find out more about LeadDoubler and how it can integrate with your business, please give us a call or email us today.

5 tactics lead generation

5 Tactics To Use To Increase Lead Generation

When it comes to digital marketing, everyone expects a quick sale. You put a post or advert up about your products or services, the consumer visits your website and there you go, you have a sale! If only it was that easy.

When it comes to making sales, you need to generate leads first, and this quite simply means finding customers who are likely to be interested in your products or services. These are some great tactics to use to generate your leads.

  1. Be interactive

Customers want you to interact with them and this is how you gain interest. Interactive content where the reader has to take some action can be useful for increasing engagement and generating leads. This may take the form of interactive quizzes, tests, assessments or calculators. In other words, something that engages your customer to complete and activity and interact with your content for a decent amount of time.

You need to speak to your customers too, reply to their comments on your blog or social media and encourage their engagement.

  1. Calls to action

In order to generate leads, you need to have some kind of call to action, otherwise customers won’t know what you expect them to do. It may be that you have a pop up on your website asking the customer to leave their details for a free eBook or some other useful content. If you create blogs, you should also have a call to action on these which point them to a product page or other landing page.

  1. Newsletters

If you want to keep both your customers and potential customers engaged, you need to keep them updated on your products or services. A great way to do this is through newsletters. You only send these to people who sign up for them, so they are already showing an interest in your product or service, or they have already purchased from you. They are already a warm lead, so make sure you nurture this.

  1. Regular content

Simply keeping your blog up to date is a useful way to generate leads. The more people become interested in your blog, the easier it will be to get people to sign up to your newsletter.

  1. Webinars

In much the same way as regular content, webinars are a good way to generate interest in your business, which means more people who are likely to sign up to your newsletter or download your free content.

Want to discover more ways to increase your lead generation? Lead Doubler can help

How to Double Your Online Leads

A true secret of online lead generation is lead validation — it’s so rarely done, few businesses even know what it is.

Lead validation, explained in detail in the presentation below, is the process of separating sales leads from non-lead conversions that come through a company website as form submissions or phone calls, and tracking the sales leads back to their marketing source (SEO, PPC, email, etc.).

Lead validation is important because about half of your website conversions are likely to be something other than sales leads. Without adding lead validation to your Internet marketing campaign process, you’ll never be able to efficiently improve your campaigns or accurately evaluate them.

See the presentation here:

Aaron Wittersheim, Chief Operating Officer @ Straight North an Internet marketing firm that specializes in SEO and PPC.

5 Reasons Why Lead Generation Should Be Your Priority

Put your business in a more strategic place for your prospects.

]1 Put your business in a more strategic place for your prospects.

Do you want to be the business that interrupts people with cold calls while they relax at home? Do you want to be the business that knocks on people’s doors and hands out brochures that end up in the trash? Do you want to be the business that speaks to an uninterested audience who responds with impatience and anxiousness to leave? No? That’s what we thought.

no-calls

This is why it’s important to learn about lead generation. And why it should be a priority for your marketing and sales. In a nutshell, lead generation is THE PROCESS of attracting and converting the right prospects and getting them in touch with you.

Lead generation often uses digital channels and is continually evolving. It changes based on shifting trends of online and social media techniques. Lead generation addresses the modern consumer who is 1) constantly bombarded by information, 2) does his/her own research before purchasing and 3) is aware that they can gain something before purchasing your product or service.

“Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person. So businesses must make sure that they build their digital presence.”

~ marketo.com/lead-generation/

This only stresses the importance of having a solid lead generation strategy. Lead generation will help you capture the interest of prospective buyers and not only increase your sales but make it a more efficient process for everyone involved.

This chart from Marketo demonstrates the difference of traditional marketing from then to now.

transformation-of-marketing

By showing an interest in your business, it becomes more natural for the prospect to turn from stranger to customer. As you can see in the diagram below, converting visitors to leads is a key point in the journey to having satisfied customers.

The Lead Generation Process

The Lead Generation Process

How does it work?

The most effective lead generation process begins with a landing page where a visitor (you guessed it) lands for a distinct purpose.

The landing page provides RELEVANT information, most effectively through some form of interactive content like a calculator, quiz or a test. This not only engages the visitor but sparks a curiosity, if not a desire to learn more about the product or service.

To access more information, the visitor is then led to a form where he or she provides his or her contact details and sometimes, more specific information about what he or she is looking for.

So now that we are clear with what lead generation is, it’s time to point out WHY it is important for your business.

#1. It Saves Time and Increases Profit Since you are already talking to targeted and interested prospects, the sales process is easier and more efficient. Additionally, tailored conversations based on the information you have gathered equips your sales, which leads to a better batting average and consequently, more closed sales.

#2. It Contributes to a Positive ROI “Since it is a marketing technique, lead generation contributes to a better Return on Investment. You pay only for the leads received and hence have a greater chance of squaring your ROI.” ~ xenoxglobal.com

#3. It Allows Instant Adjustment and Improvement Contrary to traditional marketing methods where your brand’s message is locked to it’s medium (such as print or TV), working with a digital medium allows you to tweak your message or approach based on your learnings from the market. Edit the copy on your page in a few seconds, install a more specific calculator in minutes, change your sales dialogue based on the filled-up forms you have been receiving. Lead generation allows you to be flexible and opens up opportunities to improve immediately.

#4. It Was Built For The Modern Consumer As mentioned earlier, the buying process has changed. The modern and empowered buyer/shopper is who you have to attract and traditional marketing techniques just don’t cut it anymore. Lead generation is your way of adapting to and capturing the market.

#5. It Creates Better Client Relationships Think about it. They found you. You did not interrupt them with a call while they were busy. You did not hold their attention hostage with sales talk. Instead, they willingly sought you out and gave you their information. In return, (through your landing page and interactive content) they got more helpful information that they needed or wanted even before purchasing anything. That already puts YOU in a good position and THEM in an interested state of mind, which if you ask us, sounds like a much, much better way to start.


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The Roadmap to Getting Consistent Leads Online

You have a great product. You also have a website that talks about how great your product is. So why aren’t the leads coming in consistently?

There are a few key steps to getting more consistent leads, and most of them require fresh and relevant content. This is the best way for potential buyers to find you through the noise of an already saturated online market.

To help you understand better, we’ve created a little analogy. By comparing your landing page to a physical store. What is a landing page? Well let’s get on to the first step then.

1. START – Build a clean and straightforward landing page.

Landing pages serve as a one-stop-shop where you can educate your consumer, sell your service and generate leads at the same time. If you’ve ever seen a webpage with a specific offer (like a quotation, free demo or ebook) that you could access by giving your email address–that, is a landing page.

Landing pages are quick and simple to set up. According to Unbounce’s landing page expert Oli Gardner, a landing page must contain 5 essential things:

  1. Your Unique Selling Proposition
  2. The hero shot (Image/Video)
  3. The benefits of your offering
  4. Proof
  5. A single conversion goal – in other words, your Call-To-Action

Click here for a more detailed description of each element.

2. ATTRACT – Show the benefits of your brand with visual content.

Just like putting up a display on your store, give your visitors something that will catch their eye and peak their interest.

Photos – Place attractive images such as that of a hero shot on your landing page, and other engaging visual content. With a visitor’s short attention span, it’s a lot easier and more efficient to tell a story visually. A great example of images that tell stories are before and after photos, diagrams, progress charts and the like.

Testimonials – A customer’s own great experience will give you a lot more credibility than any self promotion. Put in a bunch of rave reviews of your product or service as it has the power to be that final push for a visitor to pick up the phone or send you that email.

Videos – Videos are one of the most attention-grabbing and persuasive forms of content on the web. They are great for telling stories, introducing a product, and are a good format for testimonials too!

3.ENGAGE – Captivate and educate your visitors with modern and powerful interactive content.

Think of interactive content as having that pleasant salesman in the store. He is there to answer your visitors questions and understand what it is exactly that the customer is looking for. Interactive content comes in the form of quizzes, tests, calculators, interactive infographics and white papers. The beauty of interactive content is that it allows you to educate your prospects and give them information they want, which makes them more likely to engage with you and eventually sign up for your offer.

4. DIRECT – Point the way to your landing page through social media and other inbound marketing efforts.

Social media and inbound marketing are the modern ways of spreading the word and pointing arrows to your shop.

1. Social media – You can start by creating a Google+ Business account, a Facebook fan page, and a Twitter profile. Don’t stress because you can limit the upkeep to less than 5 minutes per day. Have a designer make all of your social profiles to look attractive and professional. Then, begin adding content.

Every time you create a new blog post on your website, add the link to each of your social profiles. There are services out there such as Buffer that allow you to automatically post to your social media accounts. Aside from your blog posts, add 2 updates per day. Post funny photos, relevant quotes, links or articles. Do this even if you don’t have any followers or fans yet. Google checks the overall social presence of your business and factors that into your search ranking.

2. Location-based marketing – Using a free tool like Google+ Business can be very helpful in getting your website and business ‘discovered’ in your local. It allows your business to show up on people’s maps when they search for a business within a specific place. If your physical location matches the zip code of the ‘searcher’, there is a big chance that you will be featured in the top of the search listings.

3. Paid Search – We’re talking about Bing Ads and Google Adwords. Among paid ads, these are the ones that are proven to generate the highest ROI. The process in managing these ad platforms can be tedious and overwhelming, so you might want to consider hiring an external company to do this for you. In the long run, you will save a lot of time and money.

Lastly, we’ll leave you with these facts from SmartInsights.com:

1-4% of landing page visitors convert to leads BUT having RELEVANT and ALTERNATIVE content produces 9% less bounce and 4.5% more leads.

More importantly, 35-65% of alternative content viewers convert.

Now that you are equipped with a fairly simple roadmap to follow, we hope you get started with a lot more confidence. Feel free to print this out or share with your team. We hope to see you at the end of this road with a great big smile and more consistent leads.

Easy steps you can do to get more leads through your own website.

Easy steps you can do to get more leads through your own website.


Graphics Sources:

Infographic vector designed by Shahsoft1 – Freepik.com Designed by Freepik Designed by Freepik Designed by Freepik Designed by Freepik

LeadDoubler Receives Two Awards From Finances Online

FinancesOnline – one of the top online SaaS software review sites has reviewed LeadDoubler and given us two amazing awards.

rising2016

userexperience2016

These rewards are given only to selected companies in their best sales software category and are conducted by their expert review team. Their precise analysis may help you fully understand what LeadDoubler can do for you – so head over there and take a look at what they wrote about us:

reviews.financesonline.com/p/leaddoubler

That their positive review is written by review experts knowing all possible alternatives makes us amazingly happy. It feels a bit like getting a Michelin Star.

~ Morten Matras, CEO LeadDoubler.

The review is done by assessing the software, the team, social media statements and reach.

“Our experts analyze all the key aspects that may affect your alternatives, so that you can easily compare your options and pay attention to elements that really matter to your staff. We carefully examine each solution based on its merits and flaws, with big focus given to aspects like main features, collaboration capabilities, support for mobile devices, help and client support, integration capabilities, pricing and much more. In addition to that, our user reviews and state-of-the-art Customer Satisfaction Algorithm will enable you to easily discover what people who purchased a particular service think about it and what aspects they found beneficial or problematic. To ensure objectivity our reviews are not affected by vendors in any manner.”

FinancesOnline put a spotlight on the following aspects of LeadDoubler:

  • That it takes less than 5 minutes to create and launch an interactive online calculator
  • That the software integrates with leading CRM and newsletter application
  • That LeadDoubler makes it possible to design the calculators and quizzes easily and quickly
  • That all LeadDoubler clients give positive reviews and feedback.

The team at FinancesOnline does an amazing job of describing the core benefits of LeadDoubler ensuring you don’t have to do a detailed data-analysis before choosing to contact us.

“Our team at FinancesOnline is here to help business-owners find the best service to fit their needs. We know that searching for a perfect solution for your company may be difficult and asks for a lot of time-consuming research. Our team does that research for you to help you save time and allow you to choose from only the most trustworthy solutions out there.”

Sales Habits Mistakes for Finance Banking

Finance and Banking – Habits That Prevent You From Closing More Sales

Being a sales manager is a juggling act. More so when you work for the finance or bank industry. The deluge of information that you are expected to absorb, the long hours on the phone, the back and forth between clients, not to mention having to maintain that chipper and expert attitude all day. There’s obviously a lot of things to handle. But if you are not closing as many sales as you expect, then take note, because you may be falling short in some of these areas.

1) Not Qualifying

You do not want to waste your time with unqualified leads. We know this isn’t only just the sales department’s responsibility as we’ve discussed in a previous post. Double check your company’s lead scoring techniques and work closely with your marketing team to give your own department a better and more efficient use of your time and skills.

2) Not Establishing Enough Trust and Rapport

Too often we fall into practiced and (honestly) dry sales tactics that clients see through. Remember that buying decisions are primarily emotional. Which means a potential client’s feeling of whether or not he or she likes you will greatly determine your success. A natural, spontaneous and genuine vibe is what potential clients will respond too. Throw away some of your practiced lines and really listen and respond to what your lead is asking. You want them to feel like you care for them and are not just there to make a sale.

3) Talking Too Much

Some sales people think that demonstrating their know-how will earn a client’s trust. While knowledge of the industry will be much appreciated and expected, don’t overwhelm your lead or chatter until they get to the point of boredom or annoyance. Attention span is precious. Keep your information sleek and concise.

Sales people talk too much sometimes.

Slow down, no one’s doing a word count.

4). Not Communicating Your Value Effectively.

The client needs to know your business’s value to them. How are you demonstrating this?

Take a look at this advise from Jill Konrath on increasing your closing ratio:

“Know your impact. Make sure you’re clearly able to articulate the business value of your offering. You should ensure that you’re talking about key business drivers such as reduced operating costs, increase sales conversation rates or improved efficient. Adding metrics makes your message even more impactful.”

In the world of banking or finance of course, metrics/numbers talk. Once your client’s needs are evident, you can fine tune your presentation to meet their specific needs and preferences. On top of slides and portfolios, we suggest exploring interactive tools that will help you demonstrate these to your leads. Using interactive tools like an ROI calculator also greatly increases a lead’s emotional response to the discussion because of its dynamic nature.

[roi-calculator-sample][5]

On top of slides and portfolios, we suggest exploring interactive tools that will help you demonstrate these to your leads. Using interactive tools like an ROI calculator also greatly increases a lead’s emotional response to the discussion because of its dynamic nature.

Not closing a sale is like missing a slam dunk.

Just when you thought you had it… what happened?

5) Not Fully Understanding Your Lead’s Pace

We are talking about their timing and priorities, not yours. This includes their process for evaluation, selection and a number of other factors. This is where your patience is needed most. You don’t want to be too assertive.

“Objections usually evidence that the seller has made mistakes by pushing before trust and value has been established and without the necessary understanding of their timing, priorities and processes.” ~ Tony J. Hughes

You’ve established a rapport and have created a great and convincing presentation. Allow your potential customer time to ponder and get insight and discuss with other decision makers if there are any. Most saless experts will tell you, as much as talking is key in selling, so if knowing when to shut up.

[5]: Leaddoubler ROI calculator