The 30 Best, Actionable Lead Generation Tips for Financial Services CMOs, Webinar. 30 Tips in 30 Minutes. Presented by BlueChip Communication's Manager Director, Carden Calder and Marketing Director, Danielle Stitt. For more information visit: www.bluechipcommunication.com.au

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An offer is a piece of
content that is
perceived high in
value
A call-to-action (CTA)
is either text, an image
or a button that links
directly to a landing
page so people can
find and download
your offer
A landing page is a
specialised page that
contains information
about one particular
offer, and a form to
download that offer
You can’t capture
leads without forms.
Forms will collect
contact information
from a visitor in
exchange for an offer
e.g. eBooks, whitepapers,
research reports,
webinars, seminars, etc.

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Honeymoon
rate
Fund
capacity
Roadshow
seminar for
clients/
prospects

8. Examples:
• Webinars: “more than 40,000 have signed up”
• Blog Subscription: “130,000 people have subscribed”
• Conferences: “more than 14,000 people attended Inbound15”
• Social followers: 5,927,412 people like the Australian American Express Facebook page
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• Trending topics (Google
Trends)
• Trending hashtags
• Top news items

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Analyst report
Research report
Ebook
Expert content
Educational content
Expert guide
Live interaction
Webcast
Podcast
Video
Comparison
Whitepapers
Product comparisons
(performance tables)
Product literature
Face to face meeting

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“Next generation”
“Flexible”
“Robust”
“Scalable”
“Easy to use”
“Cutting edge”
“Ground breaking”
“Best of breed”
“Mission critical”
The Gobbledygook Manifesto ebook
by David Meerman Scott

13. But test for your business and audience!
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Ebooks or guides
Templates or presentations
Research & reports
Whitepapers
Kits
Live webinars
On-demand videos
Blog (with offers in the sidebar)
Blog posts (with a CTA in the post)
Middle-of-the-funnel/ sales ready
offers

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15. • Calls-to-action do best “above the fold”
• Anything “below the fold” will only be viewed by 50% of people who visit your page
• Doubling impressions on your CTAs can significantly increase your lead count
Notice the placement of the
primary CTA on the Freshbooks
homepage. Two buttons for “Try it
Free for 30 Days” stand out above
the fold
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16. • Better to be clear than clever
• Be specific
• Convey a compelling benefit of receiving the offer
Notice that this CTA is to promote a free
webinar. There is little copy in this
banner ad and a button that indicates it’s
clickable.
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17. • Contrast is more important than colour
• Use contrasting colors to make the CTA
stand out
• Use design to make it clear it is a
clickable call-to-action
Googled “everyday business
account” and this is the page
Newcastle Permanent direct the
visitor to. Use the “squint test” -
what’s the main CTA?
It would be interesting to test
contrasting colours on buttons
that are obviously clickable.
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18. • Calls-to-action are meant to send visitors to a dedicated
landing page where they receive a specific offer
• Do not use CTAs to drive people to your homepage
• Send them to a page that will convert them into a lead
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LinkedIn post about
this webinar drives
visitors directly to a
landing page for the
webinar.

19. • Create a different offer for each of your products or services
• Place CTAs linking to each offer on the website pages that are most relevant to that offer
In this example, a CTA to
download our ebook “Social
Media for the Financial
Services CEO” is placed on
the section of our website
that covers our services in
social media.
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20. • Don’t stop once someone has completed a
form
• Increasing engagement is also a top
priority so that prospects turn into loyal
fans
• Use a “thank you” page as an opportunity
to promote more offers and content
• We had 21.7% conversion rate
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BlueChip offers a
secondary call-to-action
for an eDM on our “thank
you” page.

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22. • Landing pages are used to convert visitors into leads by completing a transaction or by
collecting contact information from them
• Landing pages consist of:
A headline and (optional) sub-headline
A brief description of the offer
At least one supporting image
(Optional) supporting elements such
as testimonials or security badges
And most importantly, a
form to capture information
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The benefits the visitor will gain
from taking up the offer

23. • Remove navigation links on the
landing page to keep visitors
there
Removed main navigation
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24. • Keep your messaging consistent on
both your CTA and the headline of
the landing page.
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25. • Be brief and to the point
• In addition to your headline, include a brief paragraph explaining what the offer is
• Add a few bullet points outlining the benefits of the offer.
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26. • Make it clear in your brief paragraph and/or bullet points what the benefits of the offer are
• Convey the value of your offer clearly and effectively
The landing page copy
tells the visitor what they
will receive when
downloading the offer
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27. • Include buttons to enable your prospects
to share content and offers
• Include multiple social media channels as
well as email, since people have different
sharing preferences
Social media sharing
buttons are prominently
displayed on the page
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28. • Companies see a 55% increase in leads by increasing landing pages from 10 to 15
• The more content, offers, and landing pages you create, more opportunities to generate
more leads for your business
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30. • The fewer fields you have in
a form, the more likely you
will receive more
conversions. A longer form
looks like more work and
sometimes it will be
avoided all together
• But on the other hand, the
more fields you require, the
better quality those leads
might be. The best way to
determine what works best
is to test it
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Few mandatory fields
helps ease of completion –
especially on mobile

31. • Do NOT use the word
“SUBMIT” on your button
• Instead, turn the statement
into a benefit that relates to
what they are getting in return
• Make the button big, bold and
colorful. Make sure it looks
like a button (usually beveled
and appears “clickable”)
Don’t do this!
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32. Help reduce a visitor’s anxiety to complete the form:
Example of security seals at the
bottom of a landing page form
• Add a privacy message (or link to your privacy policy)
• If your form requires sensitive information, include security seals
• Adding testimonials or customer logos is another great way to indicate social proof
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33. Sometimes people won’t fill out a form just because it “looks” long and time-consuming.
If your form requires a lot of fields, try making the form look shorter by adjusting the styling.
Both forms have the same amount of fields, but
version A might look shorter than B on the page
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35. • In every blog post, include hyperlinks to landing pages within the copy of the post, as well as
a prominent call-to-action
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In this example, a CTA to
download our ebook “Social
Media for the Financial
Services CEO” is placed on a
blog post about social media

36. • Focus on an opt-in strategy
• Send people valuable offers
• Give people the tools to share
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Simple email promoting a valuable
offer that includes social media
sharing buttons

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• Get to know your audience online, communicate and share information
• Interact with others and be helpful
• Publishing and sharing content that directs traffic to targeted landing pages is the single biggest lever to
increase lead generation through social media

38. Make it easy for people to find your landing pages through search engines:
• Pick a primary keyword for each landing page
• Place your primary keywords in your headline
and sub-headline
• Include the keywords in the body content but
don’t use them out of context
• Include keywords in the file name of images
(e.g. mykeyword.jpg) or use them in the ALT
tag
• Include the keywords in the page URL
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Sub-headline
Headline
Clean URL containing
primary keywords
Keywords used
throughout text

39. • Include links to other content offers you can download. As people share your ebook, they
may discover other resources that your company offers.
Within this ebook “25 Website Must-
Haves” are links to other ebooks and
guides
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40. • A/B testing can be used in calls-to-action,
landing pages, email marketing,
advertising, and more
• A/B testing your landing pages and other
assets can help you generate up to 40%
more leads for your business
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BlueChip was founded in 2004 to fill a gap in the Australian financial services
industry. By bringing together talented communicators with deep industry
expertise, we knew we could help financial services companies communicate
better. Today, BlueChip uses an integrated approach to marketing — working
across content marketing, PR and social media to help you grow your business,
protect your reputation and do it ever more cost-effectively.
Want to talk about your specific challenges? Please get in touch!
www.bluechipcommunication.com.au