When you think about lead generation, the first thing that comes to mind is probably a campaign-specific landing page. For years this was the standard: marketers used lead generation ads to drive paid traffic to a custom landing page on their site, where they could introduce the business, explain the offer and gather customer information. And it worked—for awhile. But a rapidly growing internet meant more websites competing for traffic. Keywords gre more competitive and increasingly expensive. The need for generating leads without landing pages is obvious, but how do you go about it? Here are a few ways to generate leads without landing pages.
Organic Content for SEO
Different than a landing page, but still requiring traffic to your site, organic content can be a great way to differentiate yourself from the competition while also improving SEO. However, the constant need for new content can be a drain on smaller businesses, as you’ll need to update frequently for the best results. The good news? If you haven’t updated your site in a while, a little extra SEO effort could go a long way. Revitalize old pages with a content refresh and invest in some keyword research to find a few new terms to create content around. You may not be ready to commit to a blog with daily or weekly updates quite yet, but a news and education section can be updated on a schedule that works for you. Social media posts can help with SEO content as well. Just make sure to pick one or two sites and master those before trying others. You don’t want to spread yourself too thin.
Co-registration On Like-Minded Content
If you don’t have the resources to create your own content, consider co-registration. As a user reads an article or watches a video, they are often served ads alongside it. Sometimes they are even required to interact with the ad or fill out their information in order to continue viewing the site. Co-registration allows you to align yourself with content sites that fit your brand and target market. When a user opt-in to their newsletter, or provides their contact information to an advertiser on site, they will have the option to co-register for your list at the same time. You can target the sites you appear on as a co-registration option the same way you would any other type of ad targeting. But instead of paying the full price for an ad dedicated to driving traffic to your site, you get the benefits of being attached to similar brands and content that fit your audience, generating leads without landing pages. And the user had already submitted their email, making that one extra click to provide it to you an easy step for them. Win-win!
Since you already have their email address, your email marketing efforts are probably 100% geared towards sales. And that’s a solid lead nurturing strategy. But consider how easy it is to forward an email. If you add a referral offer with an incentive to current customers, you could also use this as a lead generation tool. Make it clear that certain offers can and should be shared with friends and family. Or include a personal referral code for each current customer to gain points or incentives themselves. After all, word of mouth is one of the best marketing tools around! And it’s practically free.