One look at this graph from then Office of National Statistics, and the sustained impact internet sales have had on the economy is clear to see.
They now account for nearly 20% of all retail sales, which is why online businesses are one of the most common forms of start-up in the UK.
There’s just one problem: competition. No matter which niche you sit within, you’ll doubtless have a significant number of strong competitors bidding for the same customers. How do you stand out? How do you draw in enough leads sustainably to grow your business?
I’ve spent most of my working life increasing my knowledge about lead generation, and today, I’d like to impart five simple but effective tips for web-based businesses.
Whether you’re running a Google AdWords campaign, pay-per-click (PPC) social media advert or traditional industry magazine promotion, you need a corresponding landing page on your website.
It’s frightening how often I see such campaigns featuring the website’s homepage or ‘Contact Us’ page as the call-to-action. It’s almost a given that the businesses behind them will see little to no return on their marketing investment.
If you want to increase leads for your web-based business, create landing pages for every campaign you run. Make them relevant, clear, simple to use and feature a call-to-action front-and-centre.
Fear of missing out (or ‘FOMO’, as the kids call it), is a brilliant emotional trigger that can be used in marketing.
To increase leads, make sure you create a sense of urgency. For instance, a timer running down will suggest scarcity of your product or offer, and the fact that anyone who doesn’t act is likely to miss out on something wonderful.
None of us like missing out, and the same goes for your potential customers.
If you’ve created a limited time offer for which you want lots and lots of leads, there’s one way you can focus website visitors’ attention on the offer in question.
Remove the site navigation! In fact, remove as many non-essential elements as possible.
The more distractions visitors have, the less likely they are to remain engaged with the offer in question. And, while you might like the idea of them browsing around your website, if the strategy behind the offer is lead generation, that can come later.
Research suggests that people retain 95% of a message if it’s presented in video form, as opposed to text.
If you haven’t yet invested in video marketing for your website, you’re missing out on lots of leads - it’s that simple. If you can create a short 90-second video that tells a compelling story and ends with a call-to-action, more people are likely to stop by for longer and potentially follow through as leads.
The best news? You don’t need a truck full of crew and kit to produce brilliant marketing videos these days. If the budget is non-existent, you could potentially even create something using your smartphone. Remember - it’s the idea and the way the story is told that will help increase leads.
Customer opinion drives sales in the digital economy. People are far more inclined to take the lead from previous customers of a business than they are hard-and-fast selling tactics.
If you’ve got an existing base of customers and have either received great comments or know you can tap some of them up for a testimonial - display them loud and proud on your website.
The addition of a great customer testimonial on a product landing page will have a tangible impact on the number of leads you receive - I promise.
Lead generation techniques change like the wind, but I work hard to keep abreast of them so you don’t have to. With that in mind, if you want to discuss lead gen with a friendly expert - get in touch!
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Ⓒ Copyright Pete Halsey
