When it comes to your brand’s profitability, your lead generation efforts might just be the most important factor.
After all, more leads equal more sales potential. And more sales? Well, that means more money in the long run.
But lead generation is a tricky beast. It takes a mix of great, valuable content, highly targeted marketing strategies and stellar engagement to master, and few aviation brands have all of these assets (not to mention resources) to handle it all in-house.
Want to start ramping up your lead gen efforts to see better results? Here are a few quick changes you can make:
1. Add your opt-in forms everywhere.
Opt-in forms shouldn’t just be on the footer of your website. You also want them on the sidebar of your blog, embedded in your videos and gating your most coveted content. Make sure you’re asking for enough information to properly sift them into the right funnels too. Your messages will fall on deaf ears if they’re not highly targeted and relevant to the customer’s needs.
2. Leverage your most-seen real estate.
What is it that almost every customer (or potential customer) sees? Is it your email signature? Your Facebook page? The viral video you did a few months back? Make it work for you. Add a link or two to your most relevant, valuable content (maybe a free tool or template), and make sure there’s a way for clients to opt-in or learn more as well. Don’t let these high-traffic assets go unleveraged.
3. Start working with influencers in your industry.
Reach out to movers and shakers in the industry, and ask them smart, timely questions about what’s going on in the space. Weave their quotes into articles or resources (with their permission, of course), publish a full Q&A video or blog post, and retweet their content on Twitter. Not only does associating with these influencers give your brand more clout, but it could also mean added exposure if they share or post your work together with their own followings.
4. Always have a CTA.
Go through your webpages, blogs and other online content. Is there a call to action on every page? If not, there needs to be and fast. Every piece of content should have its own, custom-fit CTA that’s tailored exactly to what the customer is reading (and needing) at that point in time.
CTA options include things like:
* Contacting you for more information
* Downloading a free guide or content offer
* Signing up for your email list for more information/insights
* Liking you on Facebook or following you on Twitter
Just make sure it’s appropriate to the content on the page, and that it gives your brand another way to reach the customer after this initial interaction.
5. Check your analytics after every new effort.
After every one of these changes (or any other new marketing effort you take on), check your analytics. Was traffic up or down? How many opt-ins did you get? How many unsubscribes followed that? Did any sales result from the effort? Try to understand the full impact of the changes you made, and if they weren’t what you were hoping for, tweak your content, creative or targeting and try again. Use your metrics to help you hone a strategy that’s not only effective but lucrative.
Change Is Necessary
If your lead generation efforts aren’t delivering the results your aviation brand needs, then these quick changes can help. Want more advice on improving your lead gen strategy? Contact Haley Aerospace for a free consult today.
