What is Lead Generation?
Before you understand what lead generation means, it is important to define a lead. A lead is a person that has indicated symptoms or actions of interest in your product or services in some way. A lead hears from the brand with which it has opened up communication rather than getting a cold call from a random person. A brand collects lead information using various content assets, lead capture forms, landing pages, and ads. They use this information to hyper-target communication messages in order to activate the leads from one buying stage to another. These communications are personalized and designed to nurture them throughout the buying cycle, ultimately converting them into loyal customers. This whole process of using multiple content assets and automation campaigns to pull in qualified traffic into the marketing funnel is called Lead Generation.
Do you need lead generation?
Lead generation is primarily about attracting strangers and converting them into leads. In simpler terms, it is about attracting strangers and prospects who fit the ideal buyer criteria and converting them into leads that show interest in your brand’s product or services. Some common lead generators are blog posts, coupons, online content, events, etc. It relies on providing strangers and prospects enough goodies to get them interested in your brand naturally, making them ‘warm’ enough to want to hear from you.
Lead generation is about warming your potential customers to your product or services, and get to enter into your marketing funnel that will eventually lead them to become your customers. The transition from visitors to customers becomes easier and more natural when your potential customer naturally shows interest in your product or services. And that is exactly what a business needs to keep the sales cycle flowing.
How to generate leads?
If you look at the inbound marketing process, lead generation comes under the second stage where visitors convert into leads. This is the first and the most vital step in triggering customer conversion. Without lead generation, there is no marketing or no sales at all.
Now that you know where lead generation fits in the inbound marketing workflow, below are the steps of lead generation process.
Step 1: Brand Discovery
Visitor discovers your brand through one of your marketing channels like blogs, social media, or website.
Step 2: CTA Click
Once the visitor discovers your brand, it clicks on the call-to-action, which can be an image, button, or message.
Step 3: Landing Page Visit
Your Call-to-action encourages the visitor to click and redirects it your landing page where you have elements to capture lead information in exchange of an offer (More like a give-and-take scenario).
Step 4: Visitor >> Lead
Once they fill out the form embedded or hosted on your landing page in exchange of your offer, they convert into leads. Your offer needs to be exciting enough to make your visitors fill out your form.
Not all leads are qualified. How to qualify your leads?
Not all leads that entered your marketing-sales funnel will convert. Infact, you will see many leads that showed interest that will not get converted into a prolonged relationship with your brand. For example, when a visitor completes a form only to avail a certain offer, chances are that once the offer is over, it may not engage with your brand.
Marketing and sales want to fill in their pipeline by collecting lead information. Before you start with your nurturing campaigns, it is essential to qualify and segment your leads properly inside your automation tool.
Know a lead's interest level
Often the amount of information collected may vary heavily with the interest of the lead in your brand. Gauge properly if the lead is genuinely interested in sticking with your brand long-term.
Assign lead scores
Assign lead scores right from the time a visitor becomes a lead. Your lead scores should include implicit and explicit lead scoring as well as negative scoring to make it more accurate.
Build a dynamic lead generation strategy
A lead generation strategy that is dynamic in nature performs the best. Your lead generation strategy should align with all the trend changes, behavioral shifts, and so on. Implement A/B split tests on your landing pages and CTAs to identify which one is performing the best. Build engaging copy for your ad and landing pages to encourage your visitors to fill up your forms. Create short forms and implement progressive profiling so that your visitors are not intimidated immediately. For more details on how to generate leads and how Aritic PinPoint is designed to help out, schedule a free demo with Aritic PinPoint lead generation expert team.
Lead Generation Strategies
Lead generation strategy is not a one-day wonder. It takes into account multiple factors like automation campaigns, lead source, and business kind. An important strategy is to identify the most potential lead generation platform that can drive traffic to your product. Depending on your ideal buyers and business model, lead generation platforms will continue to vary. However, the ideal way is to opt for multichannel lead generation strategy and engage in omnichannel messaging. It is important to build a consistent visitor experience. Below are a few lead generation strategies that you can consider implementing.
Using the right lead generation tool
Implement the right kind of lead generation tool that lets you build lead magnets, attract lead information, store them, and follow up them with proper nurturing personalized automation campaigns.
Create amazing offers
Your visitors will give out information only in exchange for an offer that is too good to resist. It can be an eBook, or a ready-to-use template, or probably an offer on your pricing plans that will knock your visitors off!
Look out for visitor tracking
Your visitors may not want to give out information in the first go. Enable visitor tracking pixel to show hyper-targeted ads and customized messages to convert them into leads.
Implement progressive profiling
Visitor wouldn’t want to fill up long forms on their first interaction with your brand. Implement progressive profiling to collect visitor information and convert them into leads naturally gradually.
Maintain consistency in content
Lead generation campaigns that deliver what promised are the ones that are most successful. Create a seamless transition from your ad copy to the design you deliver in exchange for their information. Your message must be consistent and should align with your business values and image.
Create a dedicated landing page
Your CTA must redirect your visitors to a dedicated landing page that enhances the message they saw on the ad. CTAs are supposed to send your visitors to exactly where they will get the offer or asset you promised them in the ad. Anything other than this is a loss to your brand. Don’t drive them anywhere else.
Involve your sales team
Marketing efforts will not show humungous results if your sales team is not involved. The ‘idea; buyer’ characteristics are best known to your sales team. Your sales team can help you design marketing ads and messages that will attract potential buyers exhibiting the traits of your ideal buyers as set by the sales team.
Use social media wisely
Social media is mostly considered as the top-of-the-funnel channel. However, this can be very helpful even as a lead generation tool. The key is to use it wisely. You can start by adding ‘like’ links directly on your landing page for your social channels, run contests, and give-away free goodies, etc.