1.
The Do’s
and Don’ts
The Do’s
and Don’ts
Lead generation is no easy task. Drawing leads
to your website, having them take some form
of action and return back for a second visit can
sometimes be harder than expected.
What is a company to do? Boston Interactive
has some crucial tips that act as our Do’s and
Don’ts of Lead Generation that we think can
help guide you to successful leads.
DO DON’T
CONTENT
MARKETING
Attracting with Content Forgetting Older Content
Content marketing is a great
way to attract visitors. By
utilizing a blog, your site can
rank higher and more often in
search engines, which can result
in more traffic and more leads.
Use high-value offer content like
white papers as incentive to
capture leads.
Do not forget about older
content. Look back through
your archives for evergreen
content, which you can
repurpose and reuse. Go back
through older blogs and find
ways to improve keywords, calls
to action, or stats. Do not forget
to keep content fresh.
LANDING
PAGES
Distribution Strategy Multiple Calls to Action
Develop a distribution strategy
to draw potential leads to your
landing page. Write blog
articles, create infographics,
produce videos, and more to
attract visitors and include a link
to your landing pages.
Do not include more than one
call to action per landing page.
Keep the visitor’s focus by
providing only content that
reinforces your one goal.
Remove unnecessary links like
the navigation.
FORMS
Explicit Details Too Many Questions
Always explain to visitors what
they’ll receive in exchange for
filling out a form. For contact
forms, let visitors know when or
how a representative from your
business will be in touch.
Do not overwhelm visitors by
asking too much. Only ask for
information based on the phase
of the buyer’s journey (Pre-MQL
vs. MQL vs. SQL). Use progressive
profiling to gain deeper insights
with return visitors.
THANK
YOU PAGES
Feedback and Analytics Ending the Conversation
Do use thank you pages. Thank
you pages communicate to
visitors that the form has been
submitted and allow you to
explain what the visitor should
expect next. If you’re tracking
goals through analytics, you can
also use thank you pages to
trigger conversions.
Do not end the conversation.
Always include a call to action
to keep the visitor engaged and
moving forward. For content
downloads, offer a secondary
piece of content. For contact
forms, ask users to follow your
business on social media.
SOCIAL
MEDIA
Social Promotions Spamming
Utilize social media. It is a
powerful tool that can be used
for promoting your content.
Through social media, you can
promote related hashtags to
find targeted audiences and
draw in more potential leads.
Do not spam social media with
your lead gen content. Too
much self-promotion will turn
potential leads off. A good rule
to follow: Balance your posts
with around 80% educational
and helpful posts, and 20%
self-promotion.
Get More From Boston Interactive
GET THE FREE GUIDE NOW
Dive deeper into
lead generation with
our free guide.
http://hubs.ly/H01bZ280
© 2015 Boston Interactive ®, 529 Main Street, Suite 212, Charlestown, MA 02129 | 617.241.7977
OF CAPTURING LEADS ON YOUR WEBSITE