Just as a digital marketer has more tools up their sleeves, like automated online weaponry, consumers are sharper about rejection as well! You throw up online lead generation lines like “Click Here” and “Try It Now” and the consumer immediately thinks, “Here’s Some Spam for You!” In the next second, the browser tab is shut down and the potential consumer moves elsewhere.
Your life as an online marketer becomes tougher. You have to generate leads online but at the same time, you have to get creative about how you approach your potential consumers. They must not feel at any point that they are being leveraged for your profit. The moment they get wind of your plans, they will do everything they can to make it go kaput!
What you need to do is slip in some online lead generation techniques that are well-disguised. The calls to action must come in naturally embedded and not as something distracting. It is the Holy Grail of online marketing to achieve that kind of finesse in your marketing messages. Try too hard and it shows; try too little and it slips away! After some soul searching, here are some creative ways to develop leads online.
The Use of Slide-Ins and Pop-Ups
Using pop-ups and slide-ins, especially the former, is now considered as a strict no-no. I would like to differ here, only slightly though! I come to this point of view by looking closely at why pop-ups and slide-ins are so hated. The foremost reason is that they are irritating and often disrupt the experience of the user. What if pop-ups are developed and used in ways that does not disrupt a user’s experience? Would you still consider them as pariah?
Pop-ups are usually wasted, mainly because they offer no value-add. You can change that around. Give something to your pop-ups that add value to the user’s experience. Then they will look at your pop-ups with fresh eyes and renewed interest. Invest time and effort in developing these pop-ups and inserting them at desired points in the marketing funnel.
The same goes for slide-ins. If you have a text-heavy web page and wish to incorporate a slide-in somewhere, make sure it is lower down the page, after the user has read quite a bit and you can safely assume that the topic interests the reader. A slide-in at this point is more desirable because the user is already interested in your content.
The Natural Path for CTAs
Since we are getting creative here, we should take nothing for granted. This whole idea that Calls to Action or CTAs are best above the fold is now a topic of debate! This was accepted as the norm all along but nowadays with more technicalities coming to the fore, their invincibility is no longer a given. What is more acceptable is that these CTAs must be placed on the natural eye path of the user.
To get a drift, scan a web page casually. Mark the areas where your eyes fall on the page. Pick out these zones. These are spots where the user is more likely to notice before the others. Place your CTAs here for best effect.
Make Sure People Hear what You Do New
Often, launches and new campaigns take off on a tangent. That way, you may get across to newer consumer bases but fail to tap the more viable, existing ones! You are so focused on a target group beyond your marketing arena that you fail to take care of those sitting right under your umbrella. This is when you can generate online leads in an easier manner from these existing consumers!
Make it a thumb rule to back up every new product or service launch or campaigns with extensive blog posts and web content on your existing content channels. Let people know what you are doing. For example, a short post of about 200 words is enough to inform people. Write it like an ad copy with catchlines, et al. This will earn you valuable eyeballs for your new launch.
If you have other creative ideas, go ahead and write them here. We can discuss them together!