Getting a lead generation engine will allow you to generate sales opportunities while you are at the beach or sleeping. But how can we get contacts in technology companies? The answer is through extensive content generation. This is content marketing par excellence.
One of the most important secrets of content marketing lies in Overcome the initial resistance that our prospects or leads have to the sales process. When a visitor becomes a lead, we must avoid approaching them with an offer they have not yet requested. We would go so far as to say that this is probably one of the biggest mistakes that technology companies and, in general, B2B businesses make.{{cta(‘bb2971b9-bf36-4c36-8edc-75223dba5208’)}}}
According to statistics, more than 80% of Internet users search for information from different sources before making a purchase. It is really absurd to pressure a lead in their first contact with us to buy, don’t you think? The Inbound Marketing methodology is very aware of this reality and, for this reason, it focuses on lead nurturing and tries to educate, help the lead and progressively reduce their skepticism.
But let’s go step by step. The mechanics of lead generation are based on 3 crucial elements: offers, calls to action (CTAs) and landing pages with a form.
Offers
An offer is a valuable content, useful for the lead. You can create ebooks, templates, infographics, guides… If you want your offer to be really irresistible, keep these tips in mind:
- Attractive title
- Relevant content
- Respect the buyer’s journey. Take into account the buying cycle the lead is in and create offers for each stage.
- Avoid technological jargon. Giving a corporate image is important, but we should not overdo it.
- Hook” elements. You can use certain techniques to make your customers feel attracted to your offer, such as broadcasting the number of people who have already downloaded it, announcing that there is a limited time and/or quantity offer, or aligning an offer with something that is trending.
- It offers a high-value format. Ebooks and templates tend to generate the most leads. Still, you should test the different types of offers with your audience and determine their preferences.
Calls to action (CTAs)
A call to action is the “button” that drives your audience to the offer. If your CTAs are unable to attract the attention of your audience and are not effective, they render the offer useless.
- Choose a visible place
- Be clear and concise
- Design a CTA that stands out
- Appreciates and values blank spaces
- Create an interactive CTA that is noticeable and interactive
- And, of course, link your CTA to a landing page that includes a form.
Landing Page + Form
Match the title of the landing page to the CTA for continuity.
- Removes the main navigation. What matters most to us at this very moment is that the audience enters their data. Avoid distractions.
- Choose an attractive, beautiful and inspiring image.
- Emphasizes the benefits of the offer.
- Design a form that, like the CTA, stands out, stands out and is attractive.
- Consider the length of the form. You must design a form with the essential fields, the just and necessary ones. If there are few fields to fill in (the basic ones are name and email) your lead will not hesitate to fill it in quickly and send it, but perhaps, the attention he/she receives will be less precise.
- Encourages sharing on social networks. Don’t forget to include social media icons for your leads to share and get more leads from other avenues. Don’t forget Linkedin. According to statistics, the conversion rate achieved by this social network is 2.74%, especially in B2B companies, most of them technology companies, a figure that triples those generated by other less professional networks such as Facebook or Twitter.
We advise you to send a message thanking them and notifying them that they will soon receive your offer, known as a “Thank you page”. Now, you have a slight idea of how to capture leads for your technology company. Even so, you should know that perseverance is the virtue for everything to bear fruit and content marketing is no exception.
Take one step at a time and start building on a good foundation. The corporate profile is the foundation of a good business strategy. Don’t miss this opportunity and, if you still don’t have yours, go for it.
