When a visitor expresses an interest in your business and initiates a relationship with you, it represents a lead is generated – the transition from a prospect to a potential customer occurs.
With the content that you produce, you should always be pointing them towards a place where they can find more, or leave details, and call-to-action (CTA) is a great way to do so.
While getting leads is the first step of the sales process, it also means that it is crucial to success at the first step – acquiring leads, before you have a potential customer to sell.
Let’s walk through the process of lead acquisition, before jumping into creating strategies.
1. Visitor saw your business
First, a visitor discovers your business through one of your marketing channels, such as your website, email, or social media pages.
They will go through your lead generators like blog posts, newsletter, and social media publishing to know if you are providing them the useful and relevant information. Therefore, you need to generate high-quality content in order to pull them to next step.
2. Visitor clicks on CTA
That visitor then clicks on your call-to-action (CTA) if they are interested in your business. CTA can be simply an image, button, or message that encourages visitors to take some sort of action.
This could be directing visitors to subscribe to a newsletter, sign up to a webinar or schedule a consultation.
You can include CTAs anywhere in your content — above the fold, bottom-of-post, or even on the side panel. Regardless of how you do it, make sure it’s prominent and align with user experiences.
The more delighted a visitor is with your content, the more likely they are to click your call-to-action and move onto your landing page.
3.Visitor sent to landing page
That CTA takes your visitor to a dedicated landing page, which is a web page that is designed to capture lead information in exchange for a specific offer.
An offer is the content or something of value that’s being “offered” on the landing page, like a course, a long-form article, or a template to trigger a visitor to provide their personal information in exchange for the access to it.
This is critically important page as the elements on this page decide your lead acquisition. So, make sure that your targeted landing page is offering something relevant to what they are looking for and includes an opt-in form, where you could convert them into a lead.
▶ Want to build a high-converting landing pages? Contact us to schedule a consultation now.
4. Visitor fills out form
Once the visitor fills out a form in exchange for your offer, the visitor becomes your potential customer which means a new lead is captured.
See how everything fits together?
In summary, visitor clicks a CTA that takes them to a landing page where they fill out a form to exchange for an offer – at which point they become a lead.
Generate leads is one of the most important process to increase your business sales. The process of acquiring lead is very simple, but you need to get everything planned and set up preliminary to an effective lead acquisition system.
If you need help in creating high-converting contents that capture lead information — let us help!
IH Digital | Asia-Focused Digital Marketing Agency
IH Digital is a B2B agency in Asia that provides 360° digital marketing services, including SEO, SEM video marketing, content marketing and more!
Want to drive qualified leads and generate revenue for your business? Contact us today for a consultation soon.