SEO

Generating Sales Leads

Have you ever listened to a sales lead generation company talk about their clients' websites? The misguided brag about traffic to the sites; the savvy ones talk about what happens to their traffic.

The point is, when generating sales leads, traffic is only the beginning. It's the easy part. The hard part, and the real leverage in your marketing model, is the rate at which your sales lead generation company converts traffic to qualified leads or sales.

Improving your site conversion is the most important lever your sales lead generation company can pull to increase your customers. Almost every website "leaks" and fails to convert otherwise interested prospects. This lack of conversion suppresses your ability to reinvest profits from newfound customers in initiatives that produce more traffic, more conversions and ultimately result in generating sales leads.

What are some key tactics when generating sales leads? Here are some tips from the lead generation experts at Response Mine Interactive.

Generating sales leads can be a daunting and exhaustive task. It takes a passion for continual improvement to succeed. Make sure you are partnering with a sales lead generation company that provides you with the opportunity to reap the benefits of all the Internet channel has to offer your business.

• Make sure your sales lead generation company understands the intent of your traffic. Site visitors at different stages of the sales cycle will need different content and landing pages with different offers and information. For example, deep in the funnel, a qualified prospect with near-term closing potential may be looking for a quote or a demo. These types of "high-engagement" offers are appropriate at this stage because the prospects are willing to invest the time, eventually generating sales leads for your business.
• It's imperative that your sales lead generation company implement a different process and different offers for less qualified prospects that are still in the research stages. B-to-B buyers, in particular, often require months of nurturing. Sub-offers, "micro-conversion" tactics and voluntary forms are appropriate when generating sales leads in the early-stages. In this case, think about content types and offers that require lower levels of prospect engagement.
• Ensure that your sales lead generation company is aligning the source of your traffic with the destination messaging. When generating sales leads you need to make sure the source and destination content mirror each other in their design and their key messages, especially the offer. For example, if the source shows an image of a free booklet the respondent will receive, make sure your sales lead generation company is showing the same image on the landing page. And keep the alignment consistent for other materials prospects will receive later in the sales cycle.
• Have your sales lead generation company invest in well-designed landing pages. Be certain they are creating relevant incentives and premiums, and be wary of co-registration tactics that dilute your value proposition. When it comes to generating sales leads, if you are "drip marketing" to a list of existing prospects, use personalized landing pages with pre-populated form information.
• Allow visitors to convert on their own terms by calling or by using a registration form. Be sure your sales lead generation company has a top-notch lead-processing infrastructure in place for each response channel