The Definitive Guide to Lead Generation
TABLE OF CONTENTS Part One: Introduction to Lead Generation Chapter One: What is Lead Generation and Why is it Important? Chapter Two: How Has Lead Generation Evolved? Chapter Three: Defining a Lead Part Two: Lead Generation Tactics Chapter Four: Content Marketing and Blogging Chapter Five: Website and SEO Chapter Six: Landing Pages Chapter Seven: Social Media and Lead Generation Chapter Eight: Email Marketing Chapter Nine: Paid Programs Chapter Ten: Telephone-Based Lead Generation Chapter Eleven: Middle-of-Funnel Lead Generation Part Three: Optimize and Measure Your Lead Generation Chapter Twelve: Testing and Optimization Chapter Thirteen: Metrics Chapter Fourteen: Lead Generation Technology Conclusion: Lead the Way! Appendix: References
TABLE OF CONTENTS
Part One: Introduction to Lead Generation
Chapter One: What is Lead Generation and Why is it Important?
Chapter Two: How Has Lead Generation Evolved?
Chapter Three: Defining a Lead
Part Two: Lead Generation Tactics
Chapter Four: Content Marketing and Blogging
Chapter Five: Website and SEO
Chapter Six: Landing Pages
Chapter Seven: Social Media and Lead Generation
Chapter Eight: Email Marketing
Chapter Nine: Paid Programs
Chapter Ten: Telephone-Based Lead Generation
Chapter Eleven: Middle-of-Funnel Lead Generation
Part Three: Optimize and Measure Your Lead Generation
Chapter Twelve: Testing and Optimization
Chapter Thirteen: Metrics
Chapter Fourteen: Lead Generation Technology
Conclusion: Lead the Way!
Appendix: References
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CHAPTER FIVE: WEBSITE AND SEO<br />
WEBSITE CALLS-TO-ACTION (CTAS)<br />
Subscriptions<br />
Another way <strong>to</strong> generate leads on<br />
your website is <strong>to</strong> offer a subscription<br />
<strong>to</strong> your blog, email program, or<br />
resource center. In exchange for a<br />
lead’s email address, you will send<br />
your blog digest, newest assets, or<br />
other valuable offers.<br />
We’ve placed a subscription request<br />
form in our resources section, where<br />
it gets prime real estate at the <strong>to</strong>p of<br />
the page. <strong>The</strong> form offers free <strong>to</strong>ols<br />
and best practices for visi<strong>to</strong>rs in<br />
exchange for their email addresses.<br />
We also let our visi<strong>to</strong>rs know that we<br />
respect their privacy, and make it<br />
clear that if they fill out the form, we<br />
will send them updates.<br />
Marke<strong>to</strong>’s subscription request form<br />
Contest<br />
A contest is another way <strong>to</strong> generate<br />
lead information. Host a contest on<br />
your homepage <strong>to</strong> entice visi<strong>to</strong>rs <strong>to</strong><br />
share their information. Everyone loves<br />
a chance <strong>to</strong> win something! Contests<br />
can also promote social sharing—just<br />
make sure you include social sharing<br />
but<strong>to</strong>ns.<br />
One note: before running a contest,<br />
consult your at<strong>to</strong>rney <strong>to</strong> make sure<br />
it follows legal guidelines.