Lead Generation: Everything You Need and Want to Know
A lead is a contact, person, or company whose information is stored in a database. Lead generation is an essential step in the marketing process, but more importantly, it is critical to business growth.
In fact, one study found that companies with strong lead attraction practices generate at least 133% more revenue than those without it.
Customers often leave their data for one of the following reasons:
- Register to receive a newsletter.
- Download something.
- Leave reviews on your website.
You may also consider including in your strategy people you have connected with through social media or users who have responded and/or commented on your posts.
The term encompasses a wide range of possible meanings. A lead is sometimes defined as a person or business that has expressed an interest in your services.
It is sometimes said that as long as you have a person's or company's data, they become your potential customer, whether or not they have expressed an interest in your product, even if they don't know you have their data.
In any case, the interesting part is not in these theoretical details, but, more importantly, in the actionable information about these two functions:
- You have contact information and you can try to start a conversation.
- You have to attract them to see if they become your customers.
- How Do You Engage in Lead Generation for Your Website?
- Lead Generation on Social Networks
- How to Get Leads by Email?
- How To Get Leads in Face-To-Face Events?
- How Digital Transformation Transform Lead Generation
- Information Overload and Lack of Focus
- Rise of New Channels
- Attention In Relationships
- Lead Generation Methods: Inbound Vs. Outbound Marketing
- Offline Lead Generation: Why You Shouldn't Ignore It
How Do You Engage in Lead Generation for Your Website?
There are thousands of ways to do it. Here are some suggestions:
- Place a call to action on the homepage of your website.
- Harness the power of webinars. It is said that 30-40% of webinar attendees become leads.
- Be sure to come up with useful topics for your audience.
- Build trust in your blog, write featured articles, and position yourself as the benchmark on your topic.
- Include a live chat tool: sooner or later in the chat you will be able to request the contact details of the person you are chatting with.
Lead Generation on Social Networks
The tips for including a CTA or call to action are not limited to websites, but can also be applied to social media profiles.
Leave a link or call to action to a great landing page that adds value to your community.
Social media is a great place to start a conversation with potential customers. Checking the information you share on your profiles can also help you find common ground or be useful in future conversations.
It helps to connect with potential customers if the information they share on their social profiles is professional. Use your business profile to follow them and share what they post. All of these steps will pave the way and make future engagement easier.
How to Get Leads by Email?
Add an attractive email signature with links to your best landing pages. It may not be the site where you get the most contacts, but all together makes the difference.
How To Get Leads in Face-To-Face Events?
Attending trade shows, conferences, and other events related to your brand can go a long way in finding potential customers. These sites target many people who are interested in a certain industry.
Take the opportunity to make new contacts and try to include them in your planning or sales process.
How Digital Transformation Transform Lead Generation
First, it's important to understand that the lead generation process today is not the same as it was 40, 30, or even 20 years ago. With the advent of the internet, the way brands reach potential customers has changed dramatically.
It is worth familiarizing yourself with these changes so that you can adjust your strategy and take advantage of these opportunities if necessary.
Information Overload and Lack of Focus
With the expansion of online channels, consumers have access to huge amounts of information. They must learn to ignore certain messages and become more critical of what they consume. As a result, brands have to work harder to overcome the noise and get noticed.
A solid lead generation strategy is critical these days. Today's buyers have a lot of information. They do their own research and actively search for brands they like. Whereas in the past companies spent most of their time finding and “discovering” potential customers, today companies are investing in strategies that allow consumers to organically “discover” them.
Rise of New Channels
In the past, companies were limited to local lead generation strategies. Today, thanks to digital transformation, businesses can use everything from blogs and Facebook posts to search engine optimization and pay-per-click (PPC) advertising to drive brand awareness.
Thanks to analytics, we can now closely monitor user behavior and measure the effectiveness of marketing campaigns. Insights gained from data give us valuable information about our prospects and the types of messages they respond to the most.
Consequently, lead generation strategies can be less generic and more personalized, and based less on hunches and more on hard facts.
Attention In Relationships
In the past, lead generation was all about generating interest to ultimately close the sale. Customers now expect a commitment from brands. They expect two-way communication and meaningful interactions through multiple touch points. Today, searching for leads is more about building long-term relationships with potential customers than anything else.
Lead Generation Methods: Inbound Vs. Outbound Marketing
When developing a strategy to get leads, one of the first decisions you need to make is whether to rely on an inbound or outbound marketing strategy, or a combination of the two.
- Inbound marketing
The goal of generating leads with inbound marketing is to discover the lead. At the center of this effort is a strong digital presence.
Inbound marketing is the process by which businesses organically engage potential customers by offering them something they are actively seeking, such as something useful or educational.
Organizations gain attention this way, and prospects are the ones who open the lines of communication. Examples: blog posts, native social media posts, podcasts, subscription emails, optimized content, YouTube videos.
- Outbound marketing
Unlike inbound marketing, outbound marketing efforts focus on delivering a message to find potential customers wherever they are.
In this case, it is the business, not the potential customer, who is reaching out to arrange a purchase or get attention.
Example. Cold calling involves calling a potential customer you haven't communicated with before and is a prime example of outbound marketing.
Since this method relies on cold lead contact, it has lost much of its effectiveness today. This means that if you are going to use this technique, it is very important that you first master the art of cold calling.
In addition to the above, other examples of outbound marketing include television, radio, and print advertising, billboards, direct mail, and email blasts to a purchased list.
Offline Lead Generation: Why You Shouldn't Ignore It
With all the emphasis on the digital world, it's easy to forget that there are ways to generate leads locally in the physical world. While many people may try to convince you that online is the way to go, offline lead generation strategies still have some advantages.
Some of the benefits of taking this route to complement your digital efforts include:
- Take advantage of the offline market. Depending on your brand identity and products, some of your target market may not be very active online. As a result, these audiences are more receptive to offline tactics than blog posts and PPC ads they may never see.
- Build relationships the old-fashioned way. As mentioned above, today's customers want to build relationships with brands, and there is no more effective way to build trust and strengthen connections than to engage in face-to-face interactions. Perhaps that's why 51% of B2B professionals cite trade shows and industry events as their top source of sales leads.
- Shop in less crowded areas. Offline techniques can be hard to find as most marketers have moved online. When consumers aren't overwhelmed with content in this sense, attention deficit disorder is less of a problem and they may be more receptive to information.
Consider some of these non-digital lead generation campaigns:
- Assembly of a stand at the fair.
- Attend seminars or conferences.
- Sponsored events.
- Send direct mail.
- Publishing entertainment or educational content in print media (offline content marketing).
To keep generating leads you don't have to lump them together and forget about them. Getting new leads is an ongoing process for a business, it requires frequent review and constant analysis to improve the chances of success.
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