B2B Lead Generation Blog: Make your Calls-to-Action “Conversion-Friendly”

A B2B lead generation campaign though blogging can only be good as the elements that make up its entirety. And one of the most important elements of a blog is its calls-to-action or CTAs. A call-to-action is what bridges the gap between a prospect and the beginning of a sales process. It also differentiates the passers-by from the ones with genuine interest.

Naturally, it’s important for marketers to make sure their CTAs are constructed in a way that not only attracts prospects to click but also brings them where they (and you, as a business) want to be.

This post from Dayna Rothman of Marketo.com outlines 6 tips on how to do just that.

From Marketo.com:

1. Contact Us

If a lead wants to contact your company directly, make it as easy as possible. There is nothing more frustrating than failing to find a company’s contact information or contact form. At Marketo, we display our phone number in our header, embed a “Contact Sales” form in our product pages, and display a “Contact Us” button (which links to a landing page) on every page of our site.

2. Asset Download

Another common way to generate leads on your website is through your content asset downloads. If your content marketing strategy is aligned with your lead generation efforts, you should already have assets that will interest your website visitors. There is no right or wrong way to do this, but at Marketo, we only gate our Middle-of-Funnel or premium assets (like third-party research reports, or our Definitive Guides).

3. Chat

Consider using a chat service to collect leads on your site. Like a “Contact Us” CTA, chats are great for leads who have a question, but don’t want to pick up the phone. Chat services (like LivePerson) enable a lead to enter his or her contact information and chat with an educated representative. We use a chat feature on our product and pricing pages. Once a visitor clicks on the CTA, indicating they want to chat, they are brought to a lead capture form asking for his or her first name, last name, and email address. The lead is then routed to a representative who can answer any questions.

4. Free Benchmark, Grader, or Survey

Depending on your product or service offering, you might consider offering your website visitors a value-add in the form of a benchmark, grader, or survey tool. For our Definitive Guide to Engaging Email Marketing, we teamed up with SnapApp to create a widget, which asked our visitors a series of questions about email marketing engagement. We scored each survey taker, and included a CTA to “Learn More”.

5. Subscriptions

Another way to generate leads on your website is to offer a subscription to your blog, email program, or resource center. In exchange for a lead’s email address, you will send your blog digest, newest assets, or other valuable offers. The form offers free tools and best practices for visitors in exchange for their email addresses. We also let our visitors know that we respect their privacy, and make it clear that if they fill out the form, we will send them updates.

6. Contests

A contest is another way to generate lead information. Host a contest on your homepage to entice visitors to share their information. Everyone loves a chance to win something! Contests can also promote social sharing—just make sure you include social sharing buttons. One note: before running a contest, consult your attorney to make sure it follows legal guidelines.