Over the past few weeks we have been discussing and pointing out the upcoming GDPR and it’s impact on businesses throughout the EU and abroad. (If you missed our previous article on what the GDPR is and why you need to care, you can reach it here.)
One of the key strategies that we have been trying to express to our readers is that, your contact database, CRM, contact list…..whatever you want to call it, will now be highly regulated by the EU to give private consumers more power over their data (which is great for all of us). But, as businesses or holders of a contact database, this is going to create a few complications.
Whose data you can keep is going to become a lot stricter and how you can communicate your sales or marketing messages to these people is also going to change.
Also, for those that were hoping to grow their contact database substantially or have possibly only just started their business, growing your contact database will become slightly more difficult.
Because of this I am going to outline 6 easy to implement tips to help you improve and optimise your website lead generation. Now these 6 tips will all be compliant when the GDPR kicks in and will help you to get to improve your online lead generation.
So let’s get started!
1. Analyse How you Gather Leads Today!
The first step whenever changing anything to do with your marketing strategies is to analyse what your doing today. So this means look at how you gather leads online. Begin with the lead process, see every step along the way the contact details go. Maybe you have no idea, where you leads from your website end up, if that’s the case test the form yourself. Maybe they go to your sales manager when they should be coming to you first?
Have a look at on average how many leads you have gotten per week or per month over the most recent 12 months. Once you have this number begin looking at how much you would like to increase this by.
For example:
You may have had 50 leads in total across the past 12 months which adds up to 4.16 per month and just under 1 per week. So you set your goal at increasing this to 6 leads per month, for a total of 72 per year, which is a 44% increase. Then outline what you need to do weekly, daily to reach this number.
DON’T FORGET TO SET REALISTIC GOALS, IF YOU SET YOUR GOALS TOO HIGH, THAN ONCE YOU FALL BEHIND YOU WON’T HAVE THE MOTIVATION TO CATCH UP AGAIN!
2. Put your CTA’s (Call-To-Action) how people normally read a website
This is more important than the majority of marketers realise, but placing your CTA in the path of how a website visitor views your website is extremely important. I have worked with too many organisations that always, ALWAYS, place their forms at the bottom of the page.
First of all, when I ask these companies how often someone actually scrolls down to the bottom of the page, they have no idea. So make sure you are tracking how far down a page people actually scroll, because the statistics tend to explain that website visitors don’t scroll too often.
As ayou can see below they have placed a CTA in the top right hand corner and then once again along the left hand side. Statistics show that these are the most popular places for website visitors to click.
Download our guide to re-engaging your customer database to learn how to wake up your inactive contacts before GDPR!
3. Clarity! Make sure your CTA’s are clear
Once again, this may seem obvious but too many times websites get confused with what they are trying to offer people. A website visitor isn’t going to go through CTA or fill out a form if they DON’T understand what they are going to get out of it or what they are doing. So make sure your CTA’s are clear and concise. As an example if it’s a whitepaper that your CTA is designed around than use “Download our whitepaper on ……..” rather than just using “Download Now” or “Get Your Free Copy Here”.
Be clear!
4. Post Forms or CTA’s on every single page!
There are too many websites out there that don’t realise how many clicks it takes for a website visitor to fill out a form or contact you. If you are unsure, stop reading and go and test your website right now! But having easy access and to completing a CTA can have a huge winfall on your lead generation and this is an easy fix. However, i’m not talking about spamming your website visitors on every page, but having subtle easy to reach contact forms or downloads on each page can create more accessibility for the website visitor.
5. Use Testimonials!
Using testimonials is a great way to creating authority and trust with your website visitor. Making sure you add images of the people that make the testimonial is also key to creating trust with your website visitors. These images and testimonials used in combination act as a powerful tool in giving your website visitors that slight push towards becoming a lead.
6. Start at the end.
When your designing your new online lead generation campaign begin with the end. By that I mean begin with defining what the lead will be getting from you, and what a new lead means to your organisation. By beginning with what your lead may mean to your or what they are looking for will help you provide clarity in your message and what actions will define them as a lead. For your organisation is a lead someone that asks for pricing? Downloads your whitepaper? Having this defined will make every other step along the way so much easier.
So when setting out to design your best ever GDPR compliant online lead generation campaign keep these tips in mind. These will not only hopefully boost your leads generated but also make it easier to process and segment them through the sales process.