Home | Our Blog | Avoiding Common Pitfalls When Generating Leads Online

August 31, 2022 | By RGR Marketing Blog

Are You Generating Leads Online? Here's What to Pay Attention To

If your website is generating plenty of unique visitors every month but your lead generation results are lacking, there is usually a reason for this. In most cases, your lead generation results aren’t where you need them to be simply because you’re not attracting the right type of visitors.

If you are in this situation, you shouldn’t feel bad. This is unfortunately a common occurrence for B2B businesses. In fact, in a recent study conducted by HubSpot.com, it was reported that about 61% of marketers rank lead generation as their number one challenge.

Want to improve the quality of your leads? It all starts by avoiding these six common pitfalls when generating leads online.

#1: You’re Not Speaking to Your Target

Whether you offer a product or service, odds are you have invested a lot of time and money into making it the best it can be. It is designed to solve very specific problems for very specific businesses. But if your marketing message doesn’t speak to your unique target audience, then you might as well be talking to the sky because your message is falling on flat ears. To improve your lead quality, know what you’re selling, know your target market and what their pain points are, and know what sets you apart from the competition. Then build your marketing based on that.

#2: You’re Using a One-Size-Fits-All Approach

If your business offers a range of products or services, then each one is designed to solve a different problem. But if you’re using one approach when creating their marketing campaigns, then you will miss the mark with most or all of them. Every product or service you sell needs to have its own messaging, so it can speak to the specific market it is designed to help.

#3: You’re Not Optimizing Your Online Content

It’s one thing to optimize all your online content for SEO, but that’s not all you need to be thinking about when creating content for your blog, website, social media, and other online outlets. It is equally important to remember that people who visit your website can be at any stage of the sales journey. Some are visiting for the first time and learning about your products while others might be closer to the buying stage. Some visitors may have come across your content by chance and not even be aware that they even have a problem that you can solve.

Because of this diversity, you should avoid using a singular approach when creating your online content. You need a variety of content, so whomever is visiting your blog, website, or social media, can find content that speaks to them, wherever they are on the sales journey.

#4: You’re Missing Your Target’s Pain Points

Odds are you’re proud of all the features you’ve built-in to your product or service. So, it’s natural to want to make sure everyone knows all about them. But it’s important to remember that when selling to prospects, it’s not the features they care about as much as is it what those features can do for them. More specifically, your prospects want to know exactly how your product or service will solve their unique pain points. If you are taking your target market’s pain points for granted in your messaging, then your lead quantity and quality will suffer.

#5: You’re Using the Wrong Social Media Platform

Social media advertising has become a major player in B2B marketing in recent years because when it is leveraged properly, it can deliver incredible results at minimum expense. But to find success, you need to be using the appropriate platforms for your market. For most B2B sellers, LinkedIn and Facebook are the most beneficial and effective. So, if you’re using Twitter, Instagram, or any other platform, you’re probably wasting your time.

#6: Your Lead Generation Forms Aren’t Effective

The goal of your online content is to persuade visitors to provide you with their contact information, so they can be turned into leads for your sales team to convert into sales. This is usually done by having your visitors to complete an online form or questionnaire in exchange for free information, a discount, or some other benefit. So, if you are getting a lot of forms submitted, but your lead quality is poor, then odds are your forms or questionnaires aren’t properly created.

There is a fine line when it comes to a lead generation form being too short or too long, but the most important thing you need to consider when creating one is to ask the right questions. Bring in your sales and marketing teams to discuss which questions should be included in these forms that will help improve the quality of your leads.

The best thing about all these problems is that they can be fixed relatively easily and quickly. Take your online strategy back to the drawing board and make sure you are touching an all the above points to help you avoid many of the pitfalls that can hurt the quality of your organic inbound leads.

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Are You Generating Leads Online? Here's What to Pay Attention To

#1: You’re Not Speaking to Your Target

#2: You’re Using a One-Size-Fits-All Approach

#3: You’re Not Optimizing Your Online Content

#4: You’re Missing Your Target’s Pain Points

#5: You’re Using the Wrong Social Media Platform

#6: Your Lead Generation Forms Aren’t Effective

Start making more
money today!

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Are You Generating Leads Online? Here's What to Pay Attention To

#1: You’re Not Speaking to Your Target

#2: You’re Using a One-Size-Fits-All Approach

#3: You’re Not Optimizing Your Online Content

#4: You’re Missing Your Target’s Pain Points

#5: You’re Using the Wrong Social Media Platform

#6: Your Lead Generation Forms Aren’t Effective

Start making more money today!

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