Segment your content by buying stage. A customer downloading a document on “solving issues 101” is likely at an earlier stage in the funnel vs. a customer asking for a demo. Clearly segment your content into early funnel, middle-of-the-funnel, and end-of-the funnel, based on complexity and depth of the information. Your lead nurturing campaign should have a similar pattern of segmentation.
Use lead nurturing campaigns: Subscribe your engaged leads into an appropriate lead nurturing campaign. Note: nurturing is NOT the same as spamming with product features. Nurturing is educating the customer little by little on an approach to solve their problems, to which he is not familiar with. Nurturing puts "helping the customer" first.
Implement a lead scoring system. Every visitor that gives you his e-mail is more engaged in learning more about how you can solve his problems. You have to be able to track the activity of your engaged leads: what information have they looked into, which e-mail campaigns have they responded to, what’s the frequency of engagement. There are some systems that specialize on this, we typically recommend HubSpot. HubSpot has most of the the elements necessary to turn your website (and your overall online platform) into a lead generation system.
Measure the effectiveness of your lead generating activities.Where is your most profitable web traffic coming from? What features on your website are converting the most leads? Ongoing success measurement will help you answer these questions by identifying what is working, and what is not. Measurement is the most important, yet least utilized aspect of any marketing program. You must measure the success of every aspect of your lead generation efforts to identify your most successful targeting techniques, as well as your most effective conversion methods You should establish a website analytics system to monitor the following metrics:
Total traffic, leads and customers
Conversion rate - visitor-to-lead and lead-to-customer ratios
Average cost per lead
Average revenue per lead
Web Visitors by targeting method (i.e., search engine, direct traffic, Pay-per-click ad, etc.)
Leads by conversion technique - which lead conversion call to action performed, which one didn’t
Lead conversions by lead source
By monitoring at least these metrics, you will be able to measure the effectiveness of your lead generation systems. And, you will be able to leverage this knowledge to enhance your efforts to improve your results in the future.
Hence, by targeting the right visitors to your Website, converting anonymous visitors into named leads, and measuring the effectiveness of your efforts, your can turn your company's website into a valuable lead generation system!