Lead Generation - What is Lead Generation?

LEAD GENERATION

1. What is Lead Generation

2. What are Landing Pages

3. Elements of Landing Pages

4. Short-form & Long form

5. What are Funnels

6. What is A/B Split testing

7. Creating a Landing Page

8. Lead Nurturing

What is a Lead?

A lead is a person who has indicated an interest in your company's product or service in some way, shape, or form.

What Is Lead Generation?

Lead generation is the process of attracting and converting strangers and prospects into those leads we just talked about.

Whenever someone outside the marketing world asks me what I do, I can't simply say, "I create content for lead generation."

So instead, I say, "I work on finding unique ways to attract people to my business. I want to provide them with enough goodies to get them naturally interested in my company so they eventually warm up to the brand enough to want to hear from us!"

That usually resonates better, and that's exactly what lead generation is: It's a way of warming up potential customers to your business and getting them on the path to eventually buying.

How Do You Generate Leads? The Mechanics of Lead Generation

• Landing Page: A landing page is a web page a visitor lands on for a distinct purpose. While a landing page can be used for various reasons, one of its most frequent uses is to capture leads through ...

• Forms: Forms are hosted on landing pages. They consist of a series of fields (like in our example above) that collect information in exchange for an ...

• Offer: An offer is a content or something of value that's being "offered" on the landing page. The offer must have enough value to a visitor to merit providing their personal information in exchange for access to it.

• Call-to-Action: A call-to-action (CTA) is an image, button, or message that calls website visitors to take some sort of action. When it comes to lead generation, this action is (you guessed it!) to fill out the form on the landing page and redeem the offer.

Lead Generation

4 types of landing pages >> 

1. Long-Form Landing page

2. Short Form Landing Page

3. Squeeze/Bridge Page 

4. Mobile Landing Page 

Long-Form Landing Page: - 

• Introduction to the Offer

• Details

• Are you Interested? (CTA or Web Form)

• Details of the offer

• Are you Interested? (CTA or Web Form)

• Benefits of the Offer

• Are you Interested? (CTA or Web Form)

• Social Proof (Testimonials)

• Benefit

• Are you Interested now? (CTA or Web Form)

When do you build Long-form or Short form?

Long-form is used when you have a good amount of content and it's always preferred to long over short but if you are a startup or a newbie on the internet you may not have much information to showcase and then you can make a short-form landing page!

Short landing pages: You just have a headline (lead magnet) + subtitle along with some information (Hook) + Call to Action (CTA).

Headline Form

Sub Headline

Description

Description

Description

Squeeze Pages/Bridge Pages:

Many times we need a bridge between the landing page and the advertisement. 

Reason - 

1. That the Landing page has something like a hard-hitting headline and some proofs which are not realistic 

2. Squeeze Page and then once they come on the squeeze page - they are shown a soft offer and after that, they are redirected to the hard offer

3. Reason - Hard-Hitting Landing pages cannot be advertised directly as it is against the Viewer = > Pop-Ups => Landing Page Pop-up advertising/affiliate marketing The attention span is less we need to create a bridge between the real lp and viewer to first create curiosity in him!

Lead Generation 1.1

• Never show the direct sign-up form in the short form directly.

Lead Generation 1.2

• Avoid links on short-form just as the #7 inside the image above. So don’t have navigation bars. Avoid distracting your visitors from your short landing page.

Short-form pages are getting traffic from Pop up traffic.

Within the Short Form landing page, we also have a Squeeze page which is a landing page that is viewable in only 1 viewport. You can’t scroll down on that page. It should just be a viewport. No scrolling. No distractions.

Long-form landing page: 

Elements:

• Introduction

• Headlines

• Subheading

• Offering

• 1st CTA (form integrated)

• Objections & answers for the same which users might have

• Displaying a trust element:: Highlight some FAQs, your customer service, 30-day money-back guarantee, testimonials, and your featured video on Forbes or TV, and try to increase the trust.

• Have some bonuses added to the VALUE you are providing on this page. So highlight your bonuses for FREE.

Long-form pages are getting traffic from SEO, Google Adwords, Social Media only desktop traffic, and Email. So if you are bringing traffic from these kinda sources then long-form would convert the best.

FUNNELS:

The visitor will land on your Landing Page and then might end up going to a Thank you, Page. Simple funnel.

Landing page >> Landing Page #1 and we have some OTO (One time offer) which users can take only once and then it can’t be taken. This is called an Upsell. >> Payment page >> Thank you page.

LP >> Payment page >> TP and on TP you will have locked content that would work as the extension of the original product. This will open only after certain days + additional payments. So this is once again, Upsell.

A/B Testing: 

We have 2 different types of landing pages for the same thank you page. In a way, we are promoting the same product using 2 different landing pages having different engaging options and designs. We do analysis and monitor the results using Analytics or other paid tools like CPV lab, click meter, Prosper202, etc.

Whichever Landing Page performs the best, would be optimized more and then we would send more traffic to that Landing page.

Eg: Let’s suppose I am promoting an article that is on “25 Web Designs” and I am creating 2 different landing pages.

Creating a Landing Page:

We can get our Landing pages designed by a designer or we can create our own.

We can also use some landing page creator platforms like OptimizePress, LeadPages, ClickFunnels, Instapage (free for 45 days), etc.

Instapage

Sign up for a free account and then once you are done you will see a blue button that would say Create a New Page.

Then pick a template and start editing your page.

Once you have created the page you can hit PUBLISH and that’s it.

WordPress plugin - OptimizePress

1. Unbounce

2. Lead Squared

3. Lead Pages

4. Get Response

5. Click Funnels

6. Instapage (Buggy)

7. WordPress Solutions

a. Optimizepress - 97$ (3 websites), 297$ - 30 websites

b. Thrive Landing Page Builder - 97$ Unlimited Personal License

c. Page Builders (Bevo Page Builder free)

Lead Nurturing:

So now once someone fills in a piece of information on your LP, then you need to send them an AUTORESPONDER email.

We do in-person meetings or Skype meetings or email follow-ups. Then it goes to Final conversion. We get some Feedback.

The most important part is AUTORESPONDER which will tell them how beautifully you have designed their journey for the rest.

This is pretty basic when it comes to lead nurturing which is mostly done by your sales team.

So, that was it!!!!