Lead generation takes the annoying cold caller out of the equation, and lets you turn prospects into clients with much better techniques. Instead of getting that frustrating cold caller interrupting people at the most inconvenient of times, the power of lead generation lets marketers target people who have shown an interest in their business recently.
For example, if you heard from a company which you have recently completed a social media survey about, it would be less intrusive and random than if they had just contacted you out of the blue. Another important aspect of lead generation is gaining people’s personal information to create a bespoke and much more personal approach when they contact them for the first time, whether that’s with a call or a follow up email. Cecause this person has already shown an interest in your business, you will have some more information about them and you can personalise your opening communication and tailor your approach to meet their needs.
What is lead generation?
The process of attracting and converting strangers and prospects into someone who has indicated interest in your company. A lead is a person who has shown interest in your products or services in any way, shape of form. Lead generators could come in the form of online content, email campaigns or landing pages.
Why do you need lead generation?
This person has already shown a natural interest in your business, so why let them slip through the cracks? By following up with these people, you can give them more information and know how to approach them and discuss their needs further. Attracting the customer, the first step in lead generation, followed by converting them, closing the sale and ensuring they are happy with their new product or service.
How to qualify a lead?
Information collected throughout the process will help qualify the lead. The information could be collected by getting someone’s information in exchange for a voucher or exclusive offer, obtaining their details on a landing page for an eBook or a job seeker showing interest with an application form.
With regards to downloading a piece of information, you’ll be able to figure out quite quickly what this person is interested in. They have a direct interest in your product and want to know how they could possibly use your services. You’ll know how to approach them in a follow up email and know what other content to offer them.
The technical jargon
Call-to-action (CTA): A button to direct the visitor to take some kind of action. You will be able to navigate these visitors to download a piece of content, visit your website or sign up for a free trial with this button.
Landing Page: Your visitor will land here for a distinct purpose where you will be able to collect their basic information with a form and capture leads.
Offer: What are you offering in exchange for their details? This offer must add value to the visitor, so they think it is worthwhile to give you their personal information.
When you have everything set up, you can use promotional channels (email, social media platforms and blog) to promote and drive traffic to the landing page.
Lead Generation Campaigns
Using the right lead generation tools are crucial for any successful marketing team. Use a formal system to organise and store leads using lead generation tools and lead generation software to track how much you know about the people visiting your website. By gauging how much you know about these people, you will be able to see where you need to make more connections.
Another way to boost your lead generation is to create unique and exclusive offers for all different stages of the buying funnel. You need to ensure you are offering bespoke content for every stage of the marketing funnel to interest people on all stages of the buyer’s journey.
By creating exciting content that teaches and nurtures your leads you can move them down the funnel, but you must have more content waiting for them when they reach that stage. Here are some types of lead generation content you should consider creating:
- Email campaigns/subscriptions
You can offer these pieces of content in email campaigns or blog posts, but you must include CTA buttons which will link to dedicated landing pages. Don’t use CTAs to direct people to your home page, even if you have a new offer or product, you should still create landing pages before they get that far so you can get their information as seamlessly as possible.
Strategic social media marketing
Don’t neglect your social media channels when it comes to lead generation. Regularly post links to your social platforms directing your followers to dedicated landing pages with your top-performing offers.
Other ways to generate leads on social media would be a like and share contest, lead generation analysis and use the features available to add links or CTA buttons onto your page.