Written by, Erin Stuebing

Leads are crucial to the growth of your business. Without leads, your business is not actively generating customers. Without customers…well, you see where this is going. You don’t want to set your business up for failure, especially in this digital-driven world. Having actionable, creative lead generation strategies across your digital marketing is no longer an option– but a necessity to survive and thrive in todays market.

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What exactly is lead generation? It is the process of finding and attracting potential customers to your business. It allows you to create a potential revenue funnel which can help businesses to grow. 

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Whether it be the zoom meetings from home, virtual coffee visits with prospective or current clients, or most importantly – finding a way to offer your products, services and connect with your customers online.

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In 2020, if you are not actively utilizing digital marketing and implementing creative lead generation strategies, you are doing your business a disservice. Plain and simple!

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Why some businesses lack in generating leads

Businesses that lack in generating leads may not have an online presence at all, or their online presence lacks strategy. It is not enough to throw up a visually pleasing website and hope the calls start coming in. Consumers need a Call-to-Action to guide them to the next step, with a sense of urgency.

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Unfortunately, many businesses suffer because their CTAs are not effective in the language, visualization, and solution that it offers to the user.  

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Let’s take a quick look at ways to produce lead generating CTAs:

· Have conversion rate optimization at the top of your to-dos.

· Embrace personalization.

· Give away value for email addresses.

· Use interactive content—like a quiz.

· Level-up your customer reviews.

· Focus on your social media channel.

· Create a winning inbound digital marketing strategy.

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A CTA encourages your website visitor to take a specific action. The action they are encouraged to take can look different at different levels of the conversion funnel:

· Moving visitors to a page/funnel.

· Converting a reader to a subscriber.

· Turning a visitor into a customer.

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10 actionable ways to improve the amount of leads your business generates

The urgency to create an online presence dazzled with lead generating CTA’s can sound complex and daunting, but it does not have to be. Our team is here to break it down for you.

This guide will leave you with 10actionable ways to improve the amount of leads your business generates instantly!

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Quick Review‍

First let us identify the three categories of CTA’s based on the portion of the funnel your user is in. You want to develop and place your CTAs based on the lead lifecycle, rather than base it on design or visual preferences.

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TOFu (Top-of-Funnel) CTAs

Let’s face it, people love free things. Just the idea of getting something for free feels like you are cheating the system, in a sense. The thought ignites a rush of adrenaline, even more crucially, a greatCTA will ignite the user with a sense of urgency. However, the most important thing? The offering must solve a problem for the user. This is what Top-of-Funnel CTAs are meant to do. They generate leads by offering an educational based product/service to the user for FREE, at the top of the funnel.

TOFU CTAs are where you want to build rapport and trustworthiness in the eyes and mind of the user. You want to make them FEEL something when they land on your webpage. This lead is not likely to stay long on your site, so you better grab their attention quickly.

Exit Intention is important at the top of the funnel, how can you make this user stay on your site for longer? That is the main goal here. An effective lead generating CTA that you can use in this case is opt-in pop up forms. Offer this user something that valuable, and most free of charge. This is not yet where you want to promote your brand or product, you are simply providing a useful resource.

These are three great examples of different Top-of-Funnel(TOFU) lead generating CTAs:

1.     Guide: Shopify

2.     How-To: HubSpot

3.     Templates: DigitalMarketer

MOFu (Middle-of-Funnel) CTAs

Middle-of-Funnel (MOFU) CTAs are used to show the customer why and how they benefit from interacting with your business. That’s right, it’s time to show the lead who your brand is, what your business does and how your customers are currently benefiting from it.

This lead is now on your website for a reason. They are interested, but they need more information; a reason to subscribe the idea that you are worth doing business with. How do you do this successfully? There are a number of lead generating strategies to use at this level.

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These are three great examples of different Middle-of-Funnel (MOFU) lead generating CTAs:

4.     Case Study: Digital Marketing Institute

5.     Customer Product Review: Slack

6.     Whitepaper: Develop

7.   Webinar: Microsoft

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BOFu (Bottom-of-Funnel)

 When you are targeting a lead at the bottom of the conversion funnel, they are considered a “warm user” who has been exposed to your brand and what it has to offer. They are ready to be shown what exactly you can do for them, they are beginning to subscribe to the idea that you may actually be able to solve their problem. They are willing to expand their investment from doing research, to testing the waters themselves.  

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These are three great examples of different Bottom-of-Funnel(BOFU) lead generating CTAs:

8.     Free Consultation: LasikMD

8.   Case Study: Work With Us

 8.    Join Now: Fit4Less

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No matter what level of the funnel you want to target, the desired action remains the same. You want to convert a user into a customer before they exit your website.

While we do not have scientific data to back up the examples listed in this blog as successful, they have been chosen because they follow our best practices. It is important to mention that you must test any CTA on your site to gauge its success with your audience. Our team at AMG Solutions are experts in this area, reach out to us for further guidance. Happy funnel building!

Book a free strategy call with our team here if you want an audit from our team to see if we are a good fit for your company.