{"id":2064,"date":"2019-03-25T00:20:57","date_gmt":"2019-03-25T07:20:57","guid":{"rendered":"https:\/\/dubb.com\/blog\/?p=2064"},"modified":"2024-07-02T22:54:59","modified_gmt":"2024-07-03T05:54:59","slug":"a-beginners-guide-to-generating-more-inbound-leads","status":"publish","type":"post","link":"https:\/\/dubb.com\/blog\/a-beginners-guide-to-generating-more-inbound-leads\/","title":{"rendered":"A Beginner&#8217;s Guide to Generating More Inbound Leads"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1260px + 0px );margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><style>\n  .free-trial-btn {\n    background-color: #ffa737;\n    color: white;\n    font-size: 22px;\n    font-weight: bold;\n    border: none;\n    padding: 10px 20px;\n    cursor: pointer;\n    text-decoration: none;\n    border-radius: 10px; \/* Rounded corners *\/\n    margin-bottom: 50px; \/* Space at the bottom *\/\n  }\n<\/style>\n<style>\n  .space-50px {\n    margin-bottom: 50px; \/* Adds 50px space below the element *\/\n  }\n<\/style>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&#038;utm_medium=blog-post&#038;utm_campaign=a-beginners-guide-to-generating-more-inbound-leads\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div>\n<\/p>\n<div>\n<div id=\"article-content\">\n<div>\n<div id=\"article-content\">\n<p><span style=\"font-weight: 400;\">Whether you work for a small, young company or established company, you and your marketing team have undoubtedly thought about generating more inbound leads. You may have just started hearing of the term <\/span><i><span style=\"font-weight: 400;\">i<\/span><\/i><b><i>nbound lead generation<\/i><\/b><span style=\"font-weight: 400;\"> and are interested in learning more. By contrast, you may have already devoted some time to generating inbound leads, but with mixed results. The customers aren\u2019t quite there yet. You may have a few regulars, but you are ready to leverage an effective, scalable strategy to find new customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, you should follow your instincts here. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inbound lead generation can be just the tool that leads to an uptick in leads, subscriptions, or even sales. By bringing people to you, instead of blindly reaching out to potential customers, you can obtain a higher conversion rate and generate more revenue. While there is no free lunch here (inbound lead generation does take time), it is worth spending your time understanding what inbound lead generation is and how you can effectively leverage it at your organization.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re ready to learn, read on!<\/span><\/p>\n<h2><b>What Are Inbound Leads?<img decoding=\"async\" class=\"alignleft\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/arw7ic7msam.jpg\" alt=\"inbound leads\" width=\"548\" height=\"365\" \/><\/b><\/h2>\n<p><span style=\"font-weight: 400;\">To start, it is important to understand what inbound leads are and how they differ from outbound leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s start with the sibling of inbound lead generation, which is <\/span><b><i>outbound lead generation<\/i><\/b><span style=\"font-weight: 400;\">. The term \u201coutbound\u201d itself (also called a push-based marketing method) refers to a more traditional sales model. Typical outbound activities include phone calls, emails, and door-to-door sales. The objective is for you and your organization to put yourselves out there with the hope that your message appeals to a subset of your targeted audience. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As one simple example, a company may decide to leverage cold calling to find potential customers. The act of going down a list and pushing the company\u2019s message to find a \u201cneedle in a haystack\u201d is an example of outbound lead generation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By contrast, there is <\/span><b><i>inbound marketing<\/i><\/b><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inbound marketing methodology relies on bringing customers who are already interested in your product or service. It is about creating original content and having your audience come to you. That original content can be in the form of blog posts, articles, videos on YouTube, and social media posts. Essentially, you can think of it as anything that brings people to your door and through your marketing funnel. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inbound leads are gathered in a way that the person shows interest in what you\u2019re selling. Once an individual watches or reads your content, you offer them an opportunity to explore more\u2014and potentially purchase your product. You might do this by creating an email list, offering surveys which collect emails on your site, or even through utilizing retargeting. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The value of inbound marketing is that you aren\u2019t searching for that theoretical needle in a haystack. Instead, you are getting higher quality leads. Since the viewer is <\/span><b><i>already interested in<\/i><\/b><span style=\"font-weight: 400;\"> what you\u2019re selling there\u2019s a much better chance of closing the sale and creating a customer out of a lead.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are some significant financial benefits to inbound marketing. The most notable benefit is that inbound marketing <\/span><a href=\"https:\/\/www.forbes.com\/sites\/jaysondemers\/2018\/03\/08\/inbound-vs-outbound-leads-which-are-better\/\"><span style=\"font-weight: 400;\">costs less per lead<\/span><\/a><span style=\"font-weight: 400;\"> than traditional advertising. It is more scalable. This is because inbound marketing does not require as much of a human element compared to outbound marketing tactics. You and your organization don\u2019t need to be making sales calls or sending emails. Instead, you create great content, distribute it to a variety of platforms and channels, and have potential leads come to you. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When these individuals consume your content and follow your call to action (as we will explain below), they are sending a clear message. They are saying, \u201cI want to reach out to this company or this organization because I am interested in their product or service.\u201d They are making that choice\u2014as opposed to a salesperson\u2014which naturally leads to higher conversion rates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inbound marketing isn\u2019t perfect, however. It can also be quite a bit slower for a business which isn\u2019t established in its niche. It takes time. If you don\u2019t yet have an audience you may want to consider leading with some outbound marketing to raise awareness. Once you\u2019re an actual presence you can switch your focus to inbound leads and begin pulling an impressive ROI on your advertising.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That said, you should think of inbound marketing as an investment. It requires you and your team to (1) think about which medium to use (we at <\/span><a href=\"http:\/\/www.dubb.com\"><span style=\"font-weight: 400;\">Dubb<\/span><\/a><span style=\"font-weight: 400;\"> prefer video), (2) develop compelling copy, and (3) determine which social channels to use, among other steps.<\/span><\/p>\n<h2><b>What Methods Are Used?<img decoding=\"async\" class=\"alignright\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/ppzqp35zh4o.jpg\" alt=\"sweet deal\" width=\"545\" height=\"363\" \/><\/b><\/h2>\n<p><span style=\"font-weight: 400;\">With that basic understanding of inbound versus outbound lead generation behind us, let\u2019s move on to discuss several methods used to generate inbound leads. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the best things you can do is generate leads through a long-form blog post (somewhere between 2,000 and 3,000 words). It should address every aspect of your ideal customers\u2019 pain points and the problems they want to solve. If you or your team are not comfortable writing this post, you can find great freelancers on marketplaces like <\/span><a href=\"http:\/\/www.fiverr.com\"><span style=\"font-weight: 400;\">Fiverr<\/span><\/a><span style=\"font-weight: 400;\">. \u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From there, create an ebook out of that blog post\u2014which you can easily do through Google Slides, PowerPoint, or even Microsoft Word. Then you can create a landing page (which we will discuss below) that provides significant value, along with a link to download your ebook (in exchange for their email address). You can also chop up that book and distribute chunks on social media, which will give you more opportunities to collect email addresses. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now let\u2019s talk about pop-ups on your website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019ve opened a website anytime in the last few years you\u2019ve undoubtedly seen pop-ups asking for your e-mail. Some of these pop-ups that you see take up a huge portion (or the entirety) of the web page and include text like \u201cProvide your email address in the box below to receive our newsletter.\u201d Often, you will click the \u201cX\u201d as quickly as possible and move on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pop-ups can be difficult for marketers. However, they aren\u2019t impossible. While many people don\u2019t like full-screen pop-ups, they will engage with more subtle pop-ups. For instance, a bar at the bottom of a user\u2019s screen or dialog in the corner of the screen can help increase conversions. It also builds goodwill, as users are less annoyed about a gigantic pop-up distracting them from your content. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Along with this, pop-ups can be effective if you are offering a deal sweetener to users. In exchange for a user\u2019s email, the business may offer a free product, an ebook on the subject, or just access to a free trial of services. If you\u2019re selling a kitchen appliance, for instance, you can open up with a cookbook showcasing the unique capabilities of your product. Other methods include surveys and access to free trials. Whatever your end method is, the important thing is to offer value to the potential customer to get them to sign up.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Simply put, sweetening the deal is a great way to grow your list. It <\/span><a href=\"https:\/\/www.influenceatwork.com\/principles-of-persuasion\/\"><span style=\"font-weight: 400;\">leverages the power of reciprocity<\/span><\/a><span style=\"font-weight: 400;\"> and incentivizes the user to take this extra action. That said, before you can capture their email through a pop-up, you need to develop and release compelling content. There is no way around this.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you have a sizable list of inbound leads, it\u2019s time to move to the next step.<\/span><\/p>\n<h2><b>What Do I Do With My List?<img decoding=\"async\" class=\"alignleft\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/s0m_aqr_hri.jpg\" alt=\"Selling\" width=\"407\" height=\"271\" \/><\/b><\/h2>\n<p><span style=\"font-weight: 400;\">You sell them things. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, there is a subtle art to this.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You don\u2019t want to go in guns blazing and immediately start pitching products or services to your list. This is the wrong strategy. When people opt-in or fill out of a form on your website, they are creating a relationship with you that is based on <\/span><b><i>trust<\/i><\/b><span style=\"font-weight: 400;\">. By over spamming or overselling them, you will destroy that trust and lose potential leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, you should embrace a stepwise process. You want to continue providing value to those on your email list. Provide educational content and entertain your audience. Bring them into your culture and build strong goodwill with members of your list. The goal is to prove that you are worthy of entering their inbox\u2014even if the recipients already received value by downloading a free ebook or other lead generation magnet.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email marketing is a tricky subject. If you <\/span><i><span style=\"font-weight: 400;\">don\u2019t<\/span><\/i><span style=\"font-weight: 400;\"> include any offers then you won\u2019t be able to make a sale but if you overdo it you\u2019re going to be relegated to spam folders and have people dropping like flies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, you need to come up with a system. If you send one email a week with valuable information, outbound links to good content, and with updates about your business then slipping an offer in each \u201cnewsletter\u201d can work well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your goal is twofold: keep your subscribers and get them buying.<\/span><\/p>\n<h2><b>The Basic Structure of Inbound Marketing<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">So, now that you know what an inbound lead is and what you\u2019re going to do with your list, it\u2019s time to form a strategy to bring customers in.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The basic building block of any form of digital marketing is the <\/span><b><i>call-to-action<\/i><\/b><span style=\"font-weight: 400;\"> (\u201cCTA\u201d). It is an invitation for a reader or user to take a specific action in response to your content. They can include terms like \u201cDownload Now,\u201d \u201cSign Up,\u201d \u201cMake Purchase,\u201d or \u201cSubscribe to Newsletter.\u201d Ultimately, you need to figure out the CTA text that works best for you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A good CTA leads the customer to perform the action you\u2019ve suggested. Whether that\u2019s a purchase, signing up for your list, or just keeping your bounce rate down by making them browse your blog for extended periods. It makes it extremely simple for users to understand what to do next. A bad one will just irritate your customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By creating a strong CTA, you can direct strong leads down your marketing funnel. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The next vital question is <\/span><b><i>where<\/i><\/b><span style=\"font-weight: 400;\"> to place your CTA. And while we did discuss pop-ups above, you are not just limited to a pop-up or signup form on your website. Instead, you can guide people to signing up through a variety of channels. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Social media is a great place to begin a list. A quick \u201csign up for our list\u201d can net a lot of customers if you have interesting content. With <\/span><a href=\"http:\/\/www.dubb.com\"><span style=\"font-weight: 400;\">Dubb<\/span><\/a><span style=\"font-weight: 400;\">, you can include CTAs directly below videos that you can send through email or text messages.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But no matter where you gather your leads, where are you going to send them? Here, one of the most effective strategies is to leverage custom landing pages.<\/span><\/p>\n<h3><b>The Landing Page<img decoding=\"async\" class=\"alignright\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2018\/11\/Feature-Custom-Video-Page.png\" alt=\"Video Page Customization Options\" width=\"418\" height=\"235\" \/><\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Your landing page is an essential part of your inbound lead generation strategy. It is the final destination for your email newsletter, social media content, and guest blog posts. Ultimately, your audience needs to be aware of this landing page. As one simple example, if you have content on Instagram, you need to make it clear that users can click the link in your bio, for example, in order to get to your landing page. On Twitter, place a link to your landing page in a single tweet or at the end of a threaded tweet. On Facebook, you can warm your audience up with quality, original content and then include a link to your landing page in the first comment of your post. In your email newsletter, include a button that leads to your landing page. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This landing page should be your final sell for your product or service. It is where you are making your strongest sell, so include some of your best content there. For instance, think of including your highest-converting video content that explains your product or service. <\/span><a href=\"http:\/\/www.dubb.com\"><span style=\"font-weight: 400;\">Dubb<\/span><\/a><span style=\"font-weight: 400;\"> also allows you to completely customize your landing page, and include as many or as few resources as you like.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, before you go in for the hard sell, make sure that your leads have received value. People can tell if you are trying to sell them, and often, they turn away from the sale\u2014no matter their interest in your product or service. You need to leverage this subtle art of selling without selling. <\/span><\/p>\n<h3><b>Keeping the Strategy Going<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Inbound lead generation is all about offering value to customers and potential customers. The more you give, the more you\u2019ll get.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Importantly, you do not want to be stagnant. Keep creating new and interesting content. Switch up your CTAs and create new landing pages. By keeping the train moving (and always placing the audience first), you can keep your audience engaged. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As your inbound lead generation efforts ramp up, you can parlay your content into <\/span><b><i>earned media <\/i><\/b><span style=\"font-weight: 400;\">and <\/span><b><i>paid media<\/i><\/b><span style=\"font-weight: 400;\">. Earned media is when people\u2014on their own accord\u2014post positive things about you and your organization. This can include a tweet, Facebook post, blog post, or something else. By contrast, paid media is when you take your content and sponsor it on social media sites like Facebook, Instagram, YouTube, and Twitter.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best marketers find a way to balance both earned and paid media. The priority, however, is creating and releasing content that provides significant value to your audience. You can\u2019t really plan for earned media, but once you gain traction (as Wendy\u2019s recently did when bringing back its spicy chicken nuggets), you can discover subtle insights from your audience. In Wendy\u2019s case, it discovered that over two million people wanted the company to bring back this product. This enthusiasm even generated pre-buyers for the company. While Wendy\u2019s perhaps could have discovered this insight through focus groups or market studies, it would have been difficult to discover the amount of enthusiasm for the product without its earned media campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re not a large company like Wendy\u2019s, you can generate earned media by starting small. Reach out to early adopters and encourage them to post about your products or services. The best earned media, however, is organic, so don\u2019t try to force it. However, once early adopters advocate for your product, you can leverage those testimonials into further awareness for your brand. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As for paid media, it can boost your exposure and get more people to look at your content. For example, you can boost a high-converting video or post on Facebook in order to attract even more leads. Data can be your best friend in this whole process, as it helps you optimize your current and future paid media campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Holy Grail, however, is not relying too much on paid media. Make awesome, compelling content that people want to naturally share. Through compounding and network effects, your content will organically spread and will generate a significant amount of inbound leads. <\/span><\/p>\n<h2><b>Ready to Keep Learning?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Learning to generate inbound leads is just part of the process. It takes time, experience, and a few false starts for most people to begin really succeeding. Ultimately, you want to figure out what\u2019s working and what\u2019s not working. From there, eliminate what isn\u2019t working and double down on what is working. By staying focused and continuing to release compelling content, your inbound lead generation efforts will pay off.<\/span><\/p>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&#038;utm_medium=blog-post&#038;utm_campaign=a-beginners-guide-to-generating-more-inbound-leads\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div>\n<\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019d like to take your inbound lead generation efforts to the next level, we encourage you to check out <\/span><a href=\"http:\/\/www.dubb.com\"><span style=\"font-weight: 400;\">Dubb<\/span><\/a><span style=\"font-weight: 400;\">. Dubb has a great suite of tools to create videos, landing pages, and CTAs. To learn more, check out our blog by clicking <\/span><a href=\"http:\/\/www.dubb.com\/blog\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":2066,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[128,100,104,129,151],"tags":[],"class_list":["post-2064","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice","category-marketing","category-sales","category-tips","category-video-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A Beginner&#039;s Guide to Generating More Inbound Leads - Dubb Blog<\/title>\n<meta name=\"description\" content=\"Lead generation is the process of turning prospects into customers. 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