The main goal of your website is to produce LEAD GENERATION. Unfortunately most people believe the main goal is online sales, but that would be considered the ultimate goal. In order to get sales you have to generate leads first. Once you follow up with those individuals, if you do everything right it can produce a sale.
What you think your website will be it will be. It just takes a bit of hardwork and dedication to get your site where you want it moving forward. However, if you think about your site as a big time lead generator then you will start to use it differently.
What Is Lead Generation? There are two things that need to happen in order to generate a lead, at least as far as I'm concerned. Part One: You make an offer. Part Two: Someone indicates they are interested in the offer. That's what I call a lead. In fact, that's a pretty hot lead! And one that you will want to follow up on!
Understanding Online Leads In order to be successful online you have to get visitors to your website. More importantly, you need to figure out a way for them to leave their email address with you. Seriously, if they come to your site and then leave, you have no way of contacting them again. This is one of the most important parts to your campaign. If you don't have this readily available, you'll lose out on tons of leads.
Lead Generating Offers So, to get my email address you're going to have to give me something! Give me a tidbit of information, something that I need, something that I'm looking for, something that will help me solve a particular problem. If you offer me that, I'll give you my email address... Oh and by the way, your offer has to be of VALUE. That is value to me, the person whose email address you want.
So you see; there isn't much point in just asking people to subscribe to your newsletter. I'm not saying they won't. I have customers that do just that and get subscribers. But most people are already overloaded with information and their inboxes are bulging, so they probably won't sign-up unless the information is valuable or specific.
Get the Offer In Front of the Visitor There is little point in hoping that a visitor will stumble across your website, search for and find your newsletter sign-up link and then subscribe happily to your newsletter. It just isn't going to happen! Here's the kicker. The MAJORITY of websites DO EXACTLY THAT! Have you heard the term landing pages? Well, YOU GENERATE YOUR LEADS ON YOUR LANDING PAGES! That's right. Give your visitor the option to subscribe to a list that is relevant to the content of your landing page, with an offer that is also relevant and valuable.
Lead Generation IS List Building This article is about lead generation marketing. There are a lot of online marketers that call this effort List Building. It is that, but I prefer lead generation as it makes me think more specifically about whom I'm trying to interest with my offer and how I'm going to follow up with them. You may have heard the saying 'The Money Is in the List'? Well, the list is the end result of your lead generation efforts. And yes, the money is in the list, but you have to know what to do with the list and how to do it.
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