One of the foundational marketing tasks of any business is to generate leads. Without leads, you have no customers, and without customers… well, you have no business.
However, lead generation is not easy. How do you get eyes on your lead generation content? And how do you get people to sign up when they do see it?!
In this blog post, we’ll share our advice on how to plan and execute a lead gen strategy, with some examples of how other companies are attracting leads.
A lead generation strategy is a plan of how to attract users to sign up to your mailing list, complete a contact form or take another action.
You can generate leads through your website; via a landing page, a pop-up, or by embedding a lead gen form into a website page. You can also share your lead gen form across social media and in paid ads.
Choosing the right option depends on your type of business, customer base and marketing budget.
It’s vital that you spend time getting this right. The content needs to get your reader’s attention, relay your message and entice them to take the action you want.
The usual format is to have a short section of content – text either with or without an image, followed by the sign up or contact form. And that’s it.
It’s also important to give visitors an incentive or reason for why they should fill out the form.
If you run an online retail or e-commerce business, offering a discount is a quick and easy way to attract leads. Most consumers feel that swapping their email address for a discount is well worth the trade. Alternatively, you could offer a free gift with their next purchase, exclusive access to deals and sales, or run a rewards system that benefits your members.
Example: Sainsbury’s
Sainsbury’s has plenty of lead generation content on its website and across social media, tailored to different services, including its popular Nectar scheme. The one we’ve selected here generates leads for online shopping and draws people in with the promise of a generous discount on their first order.
The supermarket giant uses a lead gen form that is clean, easy to read and gives clear instructions. (However, if you look at the Sainsbury’s online shopping sign up page, the Call To Action button is not actually that obvious – something we think could be improved.)
Once a lead registers on the database, Sainsbury’s can continue to market to them. The likelihood is that the lifetime value of each lead will significantly outweigh the discount given in this offer, so ROI will be high.
Hospitality businesses, including hotels, restaurants, bars and event venues, could incentivise sign ups using special offers, benefits, access to loyalty schemes, invitations to private events, priority access to events or exclusive member rates.
Example: Marriott Hotels
Marriott entices leads with a membership that has an air of exclusivity and favourable treatment. They can nurture new members with further marketing and regular offers to drive up conversions over the long term.
Unlike the rest of its website, which displays travel imagery and scenic backdrops on every page, the Marriott Hotels lead gen web page is clean and white, apart from a small header photograph.
The hotel chain lists the benefits of signing up in very few words (and icons) and has no other distractions on the page.
Companies in the medical and healthcare space can tailor their lead generation efforts to reflect what they’d like their potential customers to do. For example, join the mailing list, book a consultation or order a product online.
Example: C & H Pharmacy
This online pharmacy service incentivises sign-ups with a Club Card rewards scheme where members can collect points and qualify for free services and special offers.
Its sign up website page is clean and easy to read, and the CTAs are clear – Register/Join Now at the top and Join Now at the bottom.
We’ve worked with numerous businesses over the years, and we know how hard it can be to get lead gen right when you don’t have a clear strategy in place. If you need help developing and implementing the lead generation strategy for your company or organisation, get in touch.
