Business growth requires a winning lead gen strategy. But you also need to convert those leads into loyal customers.

Let’s look at the six Ls of lead gen and how those components combine for a strategy that not only generates leads, but also pushes them through the sales funnel towards conversion.

Lead Capture

Lead capture forms are designed to gather pertinent information in as few clicks as possible. They can be used as CTAs or presented as pop ups just as prospects click to leave your pages.

Of course, the best way to get the opt-in is to take the Godfather approach — make them an offer they can’t refuse!

Lead Magnets

Prospects don’t mind sharing their information when they’re receiving something valuable in return. So what can you offer new prospects as part of your lead gen strategy?

The answer is content, compelling and unique, something they can’t find anywhere else — a lead magnet. This can be a webinar, ebook, white paper, case study or demo.

Landing Page Conversion

Whether your leads are coming through the website, clicking ads or reaching you via email or social media, your landing page is where the magic happens.

Create a specific landing page for each lead gen campaign. This creates a seamless experience and gives you an opportunity to track campaign results.

To ensure conversion, keep landing pages brand consistent. Use one CTA, and make it clear and concise.

Lead Targeting

Not everyone who passes your way will be a perfect fit for your products and services. Rather than waste time on dead-end leads, focus your lead gen strategy on people who have a genuine interest in your products and services.

Target your lead gen campaigns using buyer personas based on the data you’ve collected collected via lead capture forms, website analytics and email and social media campaigns. Consider demographics, job responsibilities, interests and pain points.

Lead Gen Scoring

Lead scoring allows you to rank and prioritize leads according to how they’ve engaged with your lead gen campaigns, website and content.

Basically, you assign point values to specific actions. Leads who accumulate points quickly may be ready to hit the fast track to sales, while the remainder may require further nurture.

Lead Nurturing

Not every lead is going to be sales ready. In fact, leads will be scattered throughout the funnel based on their unique position in the buying cycle. This includes cold contacts, warm leads and existing customers.

To ensure leads continue steadily towards conversion, keep them engaged with timely, relevant content. If you’re providing value, hitting them with the right message at the right time, you’ll stay on their radar for the eventual sale.

And if you need more leads for your lead gen and nurturing campaigns, consider Clickback’s Email Lead Generation software. It seamlessly integrates with your existing CRM and marketing automation chain, allowing you to turn cold contacts into warm leads.

To learn more, sign up for a demo!