Inbound Marketing Quick Wins for Lead Generation

Create a pop-up form to drive immediate action.

An effective way to capture the attention of website visitors is to use a pop-up form on arrival or exit. In fact, a well-placed pop-up form can boost email subscriptions and prompt action. If there’s a particular move you want your visitors to make, this is your chance to give them a nudge.

Examples:

• Downloadable content offers
• Blog or newsletter subscriptions
• Coupons or discounts

Add CTAs to high-traffic pages.

If you need to convert more visitors into leads, consider creating calls to action (CTAs) to serve as a point of conversion on the most popular website pages. 

Start by conducting an audit of top-performing pages and determine:

• What is the page about? Which persona is it for?
• Is there a conversion opportunity or logical next step for the visitor to take?
• If there is a CTA on this page, is it optimized?
• What’s the current click-through rate (CTR)?

Bonus Tip: If you already have CTAs, make sure you’re adding your best-performing CTAs to relevant website pages and blog content.

Create a decision stage landing page.

Landing pages are perfect for anyone whose business is consultative in nature. Aim to create a landing page that lets visitors sign up for a consultation, demo, sales meeting, or other decision stage offer. These pages should explain the benefits of working with you. This is especially helpful if you do not have any existing content to repurpose (more on that later).

Optimize and consolidate forms.

Once you’ve led visitors from one page to another using a CTA, you’ll need to make sure that the forms on the landing pages are optimized.

Ask yourself:

• Do pages include too many questions?
• Does the form look the same on mobile and desktop?
• Are these HubSpot or Marketo forms? If not, is there an opportunity to replace them with
• HubSpot or Marketo forms so that we can create a unified place for inbound leads?
  
  

Pave a conversion path to an existing content offer.

Start with your best-performing ungated content, and create a traditional conversion path to gate. If the content is powerful, visitors will gladly offer up information in exchange for the offer. If you already have a conversion path for an offer set up, do an audit and see if there are ways to improve conversions.

Some examples of valuable content include:

• Guides/e-books
• White papers
• Industry reports

Repurpose existing content.

Before you jump into creating new content, why not breathe new life into existing content? Start with an audit of your existing content.

This content can include:

• Long emails written to customers that you can transform into blog articles
• Content that was created by business partners
• Tools or calculators you’ve developed using
  Excel spreadsheets
• Recorded speaking engagements
• Text used in proposals or agreements that can be generalized
• Facts, statistics, and quotes that you’ve come across
• Checklists or guides you’ve developed to perform repeatable activities
• Existing blog content
• Sales enablement assets, such as battlecards, pitch decks, and solution datasheets

Bonus Tip: Your existing content gives you the raw materials to craft irresistible assets that capture leads.

Examples:

• Turn a numbered list blog (e.g., “X Ways to Do X”) into an infographic.
• Turn a recorded speaking engagement into an on-demand webinar.
• Turn facts, statistics, or quotes that exist internally into visuals for social or your website.
• Take a premium content guide and turn it into multiple blog articles or branded graphics optimized for Google images.

Are there ways I can boost my existing content’s performance?

Optimize historical blog content for on-page SEO.

Simply put, historical optimization means optimizing your old blog content so it’s fresh, up to date, and able to generate even more traffic and conversions. Before you invest in creating new content, ask yourself, “Are there ways I can boost my existing content’s performance?”

Optimize historical blog conversions.

Although this might seem similar to historical blog optimization, this strategy actually focuses on blog conversion rates rather than the content itself. This tactic is great for articles that receive a lot of traffic but have low conversion rates.

Here are some things to think about:

• Are there CTAs of any kind on our high-traffic blog articles?
• Are the CTAs relevant to the blog topic?
• Does the CTA offer a logical next step for the reader?
• Does the CTA follow design and copy best practices?
• Is the CTA placed in the best position to capture leads?
  
  

Run a re-engagement lead nurturing campaign for cold leads.

Re-engagement campaigns are perfect if you have a large database of contacts but are unsure of what’s in them, where contacts came from, and how to start running nurturing campaigns.

A re-engagement campaign strategy provides two immediate benefits:

1. It helps re-engage leads within your database who may have been interested at one point but disengaged somewhere along the way. 

2. It helps clean up your database by combing through your contacts and seeing who engages and who doesn’t. That way, you can put all of your energy into connecting with interested contacts.

Here's how to kick off your campaign:

• Start by running a report of contacts who haven’t engaged with your sales team, services team, or your website in some time and reintroduce yourself.  
• Include a short list of high-performing, new blog content that you’ve published along with one general gated piece to pique interest.
• Track the click-through rate to see which links perform best. 

Run a blog re-engagement campaign to boost subscribers.

MarketingCharts reports that, on average, marketers lose 44 percent of their email lists each year simply to attrition. Therefore, list retention should be a priority for all email marketers. Blog re-engagement campaigns are especially effective because they help:

• Leverage your existing database that may have not been engaged with for a while
• Clean up existing databases and rid them of stale or unfit contacts
• Re-engage contacts who may be interested but need a little nudge to stay in the know for future content

Run pre- and post-event campaigns.

If you participate in virtual events or webinars, incorporating email marketing before, during, and after the event can drive additional value and help improve ROI. 

Some benefits include:

• You drive meetings in addition to sales 1:1 meetings before the event.
• You create a sense of urgency for potential attendees to attend the event and preview what you’ll be showcasing.
• You warm up the conversation so prospects may engage with you earlier.

Bonus Tip: CTA images for email signatures, social posts, blog content, or an event microsite are great ways to support your event’s email campaign the inbound way!

Boost content ranked 11-20 on Google.

If you have content currently ranked between 11-20 on Google, you have a golden opportunity to focus on trying to get that content on page one. 

• Use a tool like SEMrush to perform an audit of your pages that are ranking between 11-20. Are there some SEO best practices and recommendations you could implement on these pages? If you’re unsure, conduct a CRO audit of the pages with the help of GDD.
• Look at the pages of competitors and companies that rank higher, and note the trends you’re seeing across those higher-ranking pages and find a way to implement what’s working on your own pages.

“If you have content currently ranked between 11-20 on Google, you have a golden opportunity to focus on trying to get that content on page one.”

Audit and optimize your internal links.

Internal linking is crucial for site design—if you want your website to be indexed by search engines. Your link architecture allows crawlers to find your webpages and helps users navigate your site.

To identify errors related to internal linking on your website and find ways to fix them, use the Internal Linking Report in SEMrush.

Optimize content for YouTube. 

YouTube accounts for 37 percent of all mobile internet traffic, according to a Sandvine report. What’s more, based on Alexa traffic rankings, YouTube is the second-most visited site on the web, right after Google. Unfortunately, a lot of digital marketers still treat it like any other social media site. However, success on YouTube means not only posting content but also optimizing your content—just like you do on your website.

“YouTube is the second-most visited site on the web, right after Google.”

Conduct an SEMrush site audit.

Analyzing your website with the SEMrush SEO audit tool helps you make it more accessible to search engines. It also helps you ensure a positive user experience. To conduct an SEO test with SEMrush site audit reports, set up an audit campaign. You will be able to:

• Optimize your internal and external links
• Add tags where they’re missing
• Make titles, meta descriptions, and other HTML tags unique and comprehensible for users and search engines
• Update broken images and provide them all with alt attributes
• Detect and erase error pages
• Find duplicate content pages
• Fix other problems hindering your SEO success
  
  

Engage in guest blogging.

One of the most effective off-page SEO techniques is guest blogging, because it helps with both link building and reputation building. 

When you write a guest article for another website or blog, the site often lets you link back to your website in the article or author bio. This link adds a site to your backlink profile. It comes with an added benefit of reputation building because your name and brand will be featured on another website.

Get backlinks from reputable sites or partners.

Backlinks provide websites with easy ways of increasing search traffic and rankings on various search engines. However, you need high-quality links to generate best-in-class SEO results
and increase your website traffic.

Here are some popular strategies to implement:

• Publish “skyscraper” content
• Build and link to ultimate guides or pillar pages
• Register for Help a Reporter Out (HARO) to become a resource for reporters
• Link to popular content, such as list articles, quizzes, infographics, and videos