WordPress is the most popular and possibly the most powerful choice for CSM (Content Management System) today. If you’re using it, be assured you are in good hands.
But having a great site using this powerful tool might not be enough to scale your business. You can put up a stunning site that loads in a millisecond but without leads, your business is headed for the south.
So what is a lead? According to Marketo, a lead is “a qualified prospect that is starting to exhibit buying behavior”.
Lead generation is the biggest hurdle for most small to medium sized businesses today, especially with all the big fishes cashing in on marketing with astronomical budgets.
Do not despair. The good news is, this does not mean by any way that SMEs cannot generate enough sales leads. In fact, it’s the opposite if you know your tools.
In this post, I’ll be showing you how to turn strangers into leads or prospects when using WordPress. This is the only WordPress lead generation guide you’ll need this year.
The steps mentioned here are proven lead generation boosters that will not only help you get more leads but also work as Trust Seals for your site.
This is a step-by-step guide any business owner or marketer can follow without any in-depth technical know-how.
At the end of this guide, you’ll learn
- Which two plugins can bolster your lead generation
- How to create the right content that’ll grab your audience’s attention
- How to drive targeted traffic and leads to your site
- How to put your entire lead generation process on auto pilot
- How to turn clients into repeat clients and spend more
- The four biggest mistakes small business owners make with lead generation
The Essential Tools You’ll Need To Get Started
To get a head start over your competitors you need two tools. They take minutes to set up and you can view the detailed setup process in How To Set Up ConstantContact and OptinMonster for WordPress.
OptinMonster is the best lead generation plugin for WordPress. Essentially it is a lead capturing machine. It lets you create eye-catching optin forms that’ll help you convert visitors into subscribers.
70% of your traffic leaving your website will never come back. That’s one scary statistic. This is a waste of your marketing time and dollars. You want to make these visitors come back for more so you can build a relationship with them and eventually get them to buy from you.
This where OptinMonster comes in. It lets you create attention-grabbing and effective email signup forms. It also gives you ‘exit intent’ technology that cleverly tracks visitors’ cursor behavior and prompts them with a targeted campaign message at the exact moment they plan to leave.
This is the perfect tool to plug the hole through which you customers disappear forever. In addition, it’ll help you build your email list. Contrary to all the modern hype about social media marketing, Email Marketing is the easiest and the most effective way to make sure your customers keep coming back.
Did you know email marketing has the highest return on investment in marketing? In 2016 it stood at a staggering 38%. That’s $38 made for every $1 spent.
This tool not only captures your audience’s contact information but also works seamlessly with the most popular email services like ConstantContact, Aweber, Campaign Monitor and Mailchimp.
Note: You cannot use Optinmonster for sending emails. But as mentioned, you can easily integrate it with your mail sending client.
If Optinmonster is your front-end magician who wows and captures visitors, then consider Constant Contact as the back-end wizard, who sits quietly, hidden, and sends your leads down the sales funnel by delivering your emails right into their inboxes.
Constant contact is an email marketing solution that ticks all the boxes for small business owners. It’s incredibly easy to set up and highly efficient.
Why did I pick Constant Contact ahead of other popular choices? Because our test showed it cleared the strictest of spam filters, that includes Gmail, Outlook (Hotmail) and Yahoo. So you can send emails fully confident that they are getting delivered.
Running an effective email campaign can come across as an overwhelming task for small business owners, and it used to be. But with Constant Contact, you have the power to run an effective email campaign like a pro with no technical knowledge.
How To Create Content That’ll Generate Leads
Now that your site is optimized to capture leads and your email marketing campaign, you need to drive traffic to your site. And I want to show you, how you can do this with the right content.
“Content is King” – we’ve all heard it. And it’s true. WebDam’s recent study showed that regular blogging led B2C and B2B businesses to generate 67% more leads than businesses who don’t.
But which content really cuts the mustard is the key question?
To get qualified targeted leads, you need to offer something of immense value that’ll be worth exchanging an email address for. No one likes sharing email address just for more promotional emails.
So how do you do it?
Here’s an easy ‘hack’ top marketers repeat as a mantra – ‘Quick Win’.
There’s a mountain of information on the internet in your niche and your clients are looking for something that’ll provide them with an ‘instant win’ opportunity.
So what you do?
Let’s assume you are a veterinarian. In this case, you may want to create a content to show pet owners “Ways to reduce the chance of getting lice”.
In here, you are targeting a pain point that most pet owners suffer from and would like to eliminate.
Or, if you are a realtor, you could create an ebook or a short video (also a part of content marketing) explaining what first-time home buyers should look for when buying a property.
Again, you know first-time homebuyers are in their youth and often unsure about what to look for, looking to get the most out of every buck spent.
If you are in a brick and mortar business like a food store, you could create infographics to show your best selling items or even a short video with exciting food recipes.
These all work extremely well in today’s market for generating quality leads.
The goal of your content marketing is simple – provide the reader with real value and in the process, gain trust, authority and add value to your business.
Hubspot stands as one of the top leaders of content marketing. Here is a prime example of the kind of value they offer to their readers.
Notice, right at the bottom of the post they have a clear optin form that gives you the chance to stay on top with more contents as they come.
This is what we all need to practice to be able to generate targeted leads through content marketing.
You do not have to produce dozens of blogs and posts every month. The important thing is to be consistent and provide value, value and more value.
Create A Lead Magnet For Your Content
An optin form like OptinMonster is a great lead capturing tool but sometimes you need more to boost your lead generation.
Your visitors are unlikely to give away their contact details unless they see a clear benefit, they are hard play.
The thing to remember here is, you need to persuade people to join your emailing list. And this is done very effectively by clever marketers today using something called a Lead Magnet.
Digital Marketer explains the concept well, they say “A Lead Magnet is an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer”.
This bribe comes in the form of downloadable materials. You can create eBooks, whitepapers, guides, tutorials – anything that offers something irresistible, highly valuable, free and exclusive.
A piece of compelling lead magnet like this will get your audience excited and they will join your email list in exchange because of the perceived value.
So, let’s assume you are providing a service that’ll help first-time homebuyers get the best mortgage. In this case, you might want to offer your readers a free mortgage calculator or a spreadsheet that’ll help them easily calculate the cost of buying a home by simply subscribing and downloading your tool.
You have to make sure the offer is relevant to your target audience and that they see it as an alluring offer.
Here’s a great example of an awesome lead magnet from Hubspot. Most small businesses are spending on Facebook Ads and want the biggest bang for their buck. So, a free tutorial showing how to generate targeted leads will work all day.
Below, there’s another great example from Elements Property. First, they put in a catchy headline telling their audience what kind of pictures work best in real estate and then go on to offer a free eBook about property photography.
How To Drive Leads To Your Site
Since you are reading this tutorial, let me assume that you do not get much traffic or unique clicks to your site.
At this point, you might be thinking that it might be a good idea to hire an SEO agency to get more visibility and traffic.
SEO is brilliant for any company. But traffic increase using SEO might not be a viable option for a lot of us, especially small businesses.
Why? First of all, SMEs cannot match the big companies when it comes to spending on SEO and secondly, more importantly, it takes time to get visibility through SEO, something that a lot of us cannot afford.
Does this mean small businesses don’t stand a chance? Not at all. You just need to diversify the traffic that’s coming to your website without relying on SEO only.
So I’ll be talking about something that you might already know about but are not doing. I’m talking about the biggest traffic shops from where you can buy highly targeted traffic.
Yes, you guessed it. Facebook and Google. These two platforms will help you target your audience with laser precision.
If you are looking to reach your customers and not just visitors, then Facebook should be your first choice for lead generation. You get straight access to an audience that’s actually interested in your offer.
Here you can narrow down and target your audience like a sniper based on user’s geo-location, age, sex, interest, relationship status, education and much more.
Adidas launched the above campaign during the soccer World Cup in 2010 based on audience’s interest in sport and their Facebook page received over 1 million fans.
To begin with, you will need to play around with Facebook’s Ad functions to get used to it. Once you get the hang of it, you can get yourself a constant flow of targeted traffic every day.
You’ll also notice a sharp rise in email subscribers and Facebook fans. This’ll help you convert more users into customers.
Lead generation using Google is different, even though both of them serve the same purpose.
So how does Google Adwords work?
In a nutshell, Google Adwords lets your website show at the top of a search result page, for a given set of keywords. This marketplace lets you take part in an auction and bid for clicks.
But you do not always need to be the highest bidder to win. Google takes into account the quality factor along with the bid factor to give the users the best experience.
Adwords is one of the best investments for small businesses, often boasting an ROI (return on investment) in hundreds of percents.
Don’t start spending too much on either at the beginning. Play around with a fixed little budget and see what works best. You can get started for as little as $5 per day.
How To Put Your Entire Lead Generation System On Auto Pilot
I’m Guessing you have already done the following things by now:
- Set your website up properly to be able to capture leads
- Created valuable contents for your site traffic
- Used Google and Facebook Ads to drive traffic
The final part is about your email campaign. This is where you will convert your leads into buyers. Marketers call this process lead nurturing or drip campaign.
As a business owner, your job doesn’t stop at lead generation. According to Marketing Sherpa 79% of marketing leads fail to convert into sales because of lack of proper lead nurturing.
So how do you do it?
You need to create a series of emails that’ll be sent automatically to your leads as soon as they opt in to your list. These emails are called ‘autoresponders’.
You can use Constant Contact to create these emails and then send them out automatically over a period of time.
Here’s a basic idea of what your email series should be like:
Email #1 (sent soon after someone signs up) – This the welcome email. If you’re offering a lead magnet, this is the email where they should receive it.
Email #2 (24 hours later) – This could be a link to other blog posts, additional tips, or customer testimonials. The objective in this email is to build a relationship through trust and credibility.
Email 3 (48 hours later) – This is the sales pitch. You could send them a voucher to redeem at your store (vouchers also work as great lead magnets), a link to buy your core product, or ask them for a telephone number if you’re selling high-ticket items (property or expensive SaaS).
You need to write these emails just once (unless you feel the need to tweak them later), and then Constant Contact does the rest, it’s 100% automated. I’ve explained how to set up Constant Contact in a simple guide here.
Here’s a real life example of everything I’ve just explained so far. The company in this example is called Agora Pulse.
First, they target me on Facebook, where they are sure to find me and all others interested in social media marketing. It’s an ad about one of their blog posts – not one of their products.
So curious, I click on the ad and they lead me to their relevant blog post. Straight away on the right-hand side, I see their sign-up form.
While I was writing this sentence, they went Uber aggressive and showed me a pop-up form too. Time is money.
So what did I do? I signed up to their email list.
Within seconds, I got their first ‘welcome email’, an autoresponder.
Awesome! They delivered instantly what they promised (in their lead magnet). At this point, I’m already impressed, but not enough to share my credit card details.
A couple of days later, I get another email.
And there you have it. Using OptinMonster, Constant Contact, content and Facebook/Google ads, you can put your entire lead gen on auto pilot just like Agora Pulse.
How to get customers to spend more with your business.
This is not as hard many businesses think, especially if you know what you are doing.
Once you convert a lead into a customer, it’s important that you keep him/her on your email list. The probability of selling again to an existing customer is 60-70 percent while that of a new prospect is 5-20 percent.
Customer retention also costs a fraction of what it costs to acquire a new customer. Like I mentioned, ROI in email marketing stood at$38 in 2016. That’s 38 bucks made for every dollar spent. Not too shabby at all. So, keep emailing your existing clients with further series of emails using Constant Contact.
This will ensure they remember you, feel a relationship and keep on spending with your business. All of this is done on auto pilot.
Four Biggest Mistakes Small Businesses Make With Lead Generation
This guide will get you a head start over others. But I want to make sure you avoid the most common mistakes that most businesses make because these are costly errors.
Testing Too Much – I’m not saying split testing is bad but don’t get too engrossed with it unless you are driving hundreds of visitors to your site.
- What works better – scroll bar or a pop-up?
- Should I change the color of my opt-in form?
- Would a different image on my eBook generate more leads?
Don’t ponder too much on these various elements and waste time until you have enough traffic and a profitable sales funnel.
I’ve seen business owners spend hours each day testing micro elements that may increase lead generation by 1-2%.
Focus on getting the basics to work before you decide to optimize anything.
Writing your own content when you’re not a writer.
Content marketing is a great thing. There’s absolutely no doubt at all.
Except, that it can go terribly wrong when your content is not up to the scratch. Remember, the competition is fierce and people are used to great content.
Bad content can destroy your business
Content marketing is an effective way to build a business but it can tear it down when not done right.
If you think you’re not great at content writing, creating lead magnets or writing Facebook ad copy, then outsource it to someone who knows the job.
You can find talented freelancers on sites like Upwork and Freelancer. You can hire these people as needed to help you with your content (and everything else mentioned here).
It’s a bad idea to spend 10 hours writing an ebook that won’t gain trust and authority, rather get the job done properly for $80. Ask yourself how much you can do in those 10 hours you saved. Definitely more than $80.
Using cheap tools
All good email service providers charge a small fee every month. It’s worth it.
I have used every free service under the sun and trust me, they all suck at the end of the day.
Most of these free email delivery services have woeful delivery rate. They use shared IPs and your email will either end up in the junk folder or wouldn’t get delivered at all. Plus, these services lack automation and are not compatible with WordPress plugins like OptinMonster.
I suggest ConstantContact because of their high email delivery rate. Forbes rates it as ‘Excellent’. There are other good email service providers too, like Get Response (for enterprise level businesses). Both services work with OptinMonster.
Giving up too soon
Do not be disheartened and quit if something doesn’t work. The chances are your first lead magnet will fall flat on its face. You’ll make a mistake at every step. And this is normal.
Generating leads and growing your business is a linear process. While the fundamental steps for all businesses are the same, you’ll come across mini road blocks when setting up ads or finding the correct message in your emails.
You might have to narrow down on your audience or insert that extra one or two emails in your email sequence to see a sudden increase in conversion.
The fact is you’ll have to give your business time to scale. It’s a part of the game we are in.
Is your WordPress lead generation on autopilot?
Lead generation can be a nightmare when businesses don’t know where to start or what to do.
However, it doesn’t have to be that way if you know what tools to use and know how to set up your funnel.
In this guide, I tried to show you a simple yet extremely effective lead generation funnel that’s used by businesses of all sizes in a variety of niches. And if you have an online presence, it’s bound to work for you when done right.
You can generate leads and experience business growth using WordPress if you correctly execute each step. If you cannot, like I mentioned, it’s best to outsource it to someone who can.
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