A common question asked by digital agencies is how to find new clients; however, it’s not the right question.
Instead, you should be asking: How do prospects find my agency?
Based on a study from 360 leads, just 17.3% of firms are meeting their sales generation targets even at a time when 78.5% of them have tried out several lead generation programs over the last 12 months.
Do not fret if you feel lost when trying to think of ways to generate quality leads for your business.
We got you covered. Try out these 5 hacks and you should be able to deepen your prospect pool.
1. Discard your generic enquiry forms
Most consultancies and agencies use out-dated, dull forms on their websites at the cost of their leads.
Remember that your form is the last step in the lead generation marathon. It precisely segregates your leads from your non-leads, and has a considerable influence on how many leads you actually get by the end of the day.
In simpler terms, the better your lead capture forms, the higher the chances of receiving quality leads to your business.
So, how do you work on improving your form?
Here are some points to keep in mind:
- In what ways can you help them?
- How much will your services cost?
- How are you different from others in the industry?
- Do you feel confident of what you’re talking about?
Instead of using an utterly boring form like most agencies, you could perhaps offer your visitors a free proposal, a personalized audit, or an introductory consultation.
HubSpot has done a great job with their marketing grader form as can be seen below.
According to a 2015 form conversion report created by Formstack, here are three efficient techniques to ensure that your forms are properly optimized:
- Mix it up – Place different types of forms in different parts of your website. For special campaigns like events and contests, create totally new forms.
- Have your mobile users in mind – Over 50% of internet access takes place on mobile devices. Make it easy for your mobile users to type long answers.
- Length matters – Very often name and email fields are more than enough to ask from your users. So, build smart forms that automatically hide or show questions based on the response of your users.
Here are 21 examples of lead generation forms that convert splendidly.
2. Gated Content
Gating powerful resources that provide value to your prospects behind a form is a clever strategy for acquiring leads. If done in the right way, an intelligent whitepaper or ebook can make a tremendous impact, making it worth your cost and time to create it.
However, you need to draw a fine line between when to gate and when not to. Having a healthy combination of free gated content and downloadable resources can be the perfect recipe for lead generation.
Here are some tips to follow in order to make your gated content a huge hit:
- Create valuable, informative and excellent content that will make your prospects pass out their personal information
- Request for as little information as you can-remember to keep your forms short and ask for only the necessary contact details
- Tell your customers what they are getting and why they’re signing up for. However, if you plan to use their contact information in other ways, mention it to them clearly
- Don’t gate everything-try to provide free resources too
Here’s an illustration on how HubSpot uses gated content:
Here are 20 types of lead generation content that you should put behind your landing page.
3.Use Google As Your Login
The ultimate benefit of using Google as your login is that you can personalize your efforts. You can efficiently deploy effective marketing when you see and address your prospects as individuals and not as a group. It’s for this reason that Trello and SugarCRM connect with individuals.
Flickr has more than 112 million users since they allow users to sign up using their Yahoo account as shown below.
Most digital agencies do not use this hack to gain more leads. The fact of the matter is that a majority online entrepreneurs, content marketers and bloggers have a Google account.
The internet has brought about a great degree of convenience in our lives. Our names, addresses and other contact details are now stored on reliable sites like Google, Twitter, LinkedIn and Facebook. This has made it possible for businesses to create a flexible and easy sign-up flow.
One main reason why Google has countless users is because with just one Google account, you can log into YouTube, Blogger, Google Analytics, Google Docs, Google Drive and more.
In the same way, if a digital company allows its target audience to come aboard using LinkedIn, Google or other popular social platforms, they will possibly get more leads.
4. Use Webinars to Beat The Competition
No firm would like to hire your consultant or agency if you aren’t an expert in your field. Period.
As an agency, you need to prove and not merely tell your potential customers that you’re the authority. Building authority is a long-term strategy but probably the best way to find leads for a digital agency. Leads simply find you.
The most feasible way of doing this is through webinars.
A webinar is an economic and effective way to get your useful message in front of your target audience who actually asked for it at the time of registration. Webinars offer a fantastic technique to break down the cold cyber barrier and get in touch with your potential clients while also generating new leads.
Rally Point Webinars used webinars to acquire over 100 qualified leads, resulting in six opportunity-based meetings. Eventually, this led to $50,000 in services.
Here are some bonuses of hosting webinars:
According to Robert Cialdini, a Professor of business, marketing and psychology at Stanford University, people have a tendency to repay favors, even if it looks irrational. For instance, it was seen that customers were more willing to purchase a car at a dealership if they were given a free coffee by the salesperson. Similarly, by giving a free webinar, it’s likely for your leads to reciprocate the favor by hiring you.
You become an authority in your niche by hosting a webinar.
We are more willing to make a purchase from people we are more drawn to. A webinar gives you an opportunity to spend some time with a prospect, who is listening to you, building a relationship, establishing rapport, and gaining your trust.
Successful webinars often end with scintillating offers like “The first 5 companies who uses our services from this webinar will get a free X.” This scarcity ups the probability of your leads taking immediate action.
Another point worth mentioning is to link your webinar to useful content.
If you host a webinar and link it to a useful content, your leads will take you seriously since you are offering them something invaluable even before asking them to register.
HubSpot has linked its webinar to useful content, giving users the main objective of the webinar along with the presenters as shown below:
The challenge faced by most agencies while hosting webinars is getting sufficient people to register. However, you can increase the number of webinar signups by linking directly to a useful content.
Uberflip is an expert at inviting readers to register for forthcoming webinars right from a blog post.
5. A/B Testing
Do your website visitors prefer clicking red buttons over the green ones?
You may not know.
Now how about this: will more number of people fill out your “Contact Us’ form if you do not ask for their phone number?
You might still be wondering.
It’s surprising to note that most businesses are unaware or ignorant of these things. They do not focus on the behavior of their website visitors. If you are one of them, you should start paying attention to user behavior today.
If you test two different versions of the same web pages, you can easily identify the elements that will drive more leads.
Do your forms have a button called “Submit?”
According to a study on lead generation, forms using the “Submit” button have relatively lower conversion rates compared to those using words like “Click Here” or “Contact Us Today.”By changing the wordings on your website’s buttons, you can drastically increase your conversion rate, eventually improving the number of leads you generate.
In addition, adjusting some elements-like writing better headline copy, adding customer reviews, and removing the navigation bar, your company’s conversion rates can go up by 100%. Check out these shocking 12 A/B test results.
By A/B testing certain elements on your website, you can convert more of the traffic you already have. The beauty of A/B testing is that it converts more of your existing traffic without the need to send extra traffic your way, a technique often referred to as conversion rate optimization.
Ready to find leads for a digital agency?
There’s no magic formula to find leads for a digital agency. However, the tips above should make lead generation relatively easier for your company.
What other lead generation hacks have worked for your agency? Feel free to share your opinions, questions, or case studies in the comment section.
This post was created by Pankaj Mondal. He is an enthusiastic writer having contributed to multiple blogs in fields such as SEO, lead generation, mobile app development, and social media to name a few.