What is Lead Generation?
Lead generation has many meanings and definitions. Meaning of lead generation from marketing perspective can be different than sales perspective.
In this blog article, you will learn everything about lead generation.
Let’s assume that you are running a business and your primary objective is to grow your business by getting new customers, increase sales and making money.
You can’t increase sales without getting new customers and you can’t get new customers without generating new leads.
Lead generation is a complex topic which is not only connected to Digital Marketing. Lead generation is part of your Marketing and Sales Process and Customer Acquisition Strategy.
In traditional marketing, Lead Generation is done using cold calling or sending emails to suspects while in digital marketing lead generation can be done using inbound marketing which includes various digital channels.
Let’s explore a lead generation in detail and then we will move to how we can generate leads using digital marketing.
In this ultimate lead generation guide, we will learn everything about lead generation using digital marketing.
What is Lead Generation Process?
Let us now understand how does Lead Generation Process works and how can you convert a Lead into Customer or a repeat customer. The nature of Lead Generation works for both buyer and the seller.
The Buyer requests all they need to know for buying a product/service and the seller gets the opportunity to provide service. Such leads has the higher conversion rate as compared to the Cold Calling (direct sales calls).
Lead generation is the process where you attract people to give their email address, contact number. So, this information will help you to contact them directly.
Because lead generation is the first step of the sales process, both Quality and Quantity are important factors.
Quality leads are leads that a salesperson has a good chance of closing the deal in very less time.
Below are few advantages of Lead generation process:
- It helps to decide on demand and sales of products or service according to a geographical area so that targeting the right audience will help more in conversion.
- It helps to understand the demand of businesses products & services.
- It helps in pricing the products and services on basis of lead generated.
Different Online Lead Generation Techniques
Few businesses make mistakes by spending a lot of money on Advertising & Promotions, they should rather focus on building a relationship with buyers.
Online marketing will continue to evolve from time to time and you need to transform the techniques for lead generation.
Here are Top 10 proven lead generation techniques that are working for professional services firms today.
1. SEO (Organic Search)
Online presence is now essential for every business and for that you will need a website with rich content. The content should have all the information about your business or service.
SEO Techniques (Search Engine Optimization) will help you to get a proper layout for your content. The content should have s ample language which makes it easy for a reader to understand. Before a reader, Google Algorithm reads and understand your page and gives a relevant ranking against your competitor.
This may take a long time to maintain a get a stable ranking when searched in Google Search. However, if you use right keywords in your content, there are more chances of getting the right audience to your website.
SEO is considered to be an investment of time and good content, which will give you a result in a long period of time.
2. Adwords (Paid Advertising)
Google AdWords is considered to be the quickest and best Lead generating techniques. In order start with AdWords, you just need a landing page/landings pages which will have all information about what you do, about your business or services.
So whenever, a person is searching on Google, your Website Page will show up as ‘Ad’ (Advertisement). If that particular Ad is relevant as per person requirement, they will click on the website link, this is how you will get paid traffic on your website.
Creating only landing page will not help, you will need to add a call to action to your landing page like Enquiry Form, Quote Form, Contact details, etc. Define a particular Call to action which will get you lead and they can be contacted later to converting them as a customer.
3. Online Marketing Videos
When you start using video for business, the possibilities really open up. There is a small business who miss out on presenting a video on the website because they don’t realize how much a video can boost up a traffic to your website.
The videos can be like :
- It can be a one-on-one video chat tool
- It can facilitate group conversations
- Recruit people for your business
- Train new customers on your product: Video can give your customers a much more human experience than bland text documents
- Video can also be a customer support tool for video chat or create tutorial videos to walk people through common issues or questions
4. Lead Generating Tools
To get more and more leads to your business, there are many Lead Generation Tools which are free of cost and very to easy to implement on your landing page or website. These tools are completely automatic.
The moment a lead shares their email, you’ll know who they are, where they work, and what pages they visited – all in real time.
When they view an offer or check your pricing, you’ll be ready to follow up right away.
And with simple but powerful analytics, you’ll learn more about what’s working and what’s not – like which traffic sources or pieces of content are driving the most conversions.
It’s a risk-free way to find out what inbound marketing can do for you. No budget necessary.
Adding or creating an eBook to your website or landing page is one of the best ways to generate leads and increase brand awareness among potential buyers. Most of the businesses have realized that incorporating eBooks have generated a good number of leads.
Once you know the audience you’re writing for, define or consider what your goals are in reaching these users. It can’t just be generating leads, but also focus on What insight can you offer to these users? What problems can you help solve? What guidance might your readers need?
An eBook should offer your readers truly valuable information; providing informative, useful content will help position you as a knowledgeable leader in your industry and increase overall brand awareness.
Newsletters is essential in placing your brand front and centre It will, therefore, mean a lot in your campaign to craft newsletters that strike a balance between being attractive and being informative.
If you have a new product or service, use your newsletter to announce this news to your clients. If it is a significant product that can REALLY make a big difference for them, include a well-written, personalised letter that points them to the article in the newsletter.
If you have any offer you want to announce (e.g. free appraisal, first order delivered free, or on-site demonstration) be sure to restate it in EVERY edition of your newsletter.
This is often overlooked by the business producing the newsletter. And therefore forgotten by the potential client.
If your newsletter is well written with plenty of problem-solving information, your clients will be happy to have you send it to their friends and associates so they can benefit from it too.
A visitor’s first experience with your company might be through a blog page. It is proved that Blogs have been a great way to increase your digital presence, making you more visible and “findable” via Google, Bing and other search engines.
They can also be a great way to generate leads. Your blog can function as a kind of the first stage to your sales funnel for your sales team, nurturing by answering questions organically via the content you produce there.
Hiring a freelancer or a staff writer or editor can help keep you on track with regular content, especially if you are unable to write a blog.
Hosting your own webinars can be a fantastic way to reach new leads online for your existing customers. Webinar marketing can help you provide useful information to your audience, establish your authority in your field, and showcase your personality.
You can also upload the recording to your website either as a gated lead-generation tool or as free content on your blog and YouTube channel.
You can host a webinar on any topic, as it is relevant and provides value to your audience.
Promote your event on social media, to relevant discussion groups, and to your email marketing list. Ask attendees to invite a friend. You may also want to pay to advertise your event through a display or social advertising to your target audience.
Webinars serve as effective content marketing tools because they can be customized for every stage of the buying funnel.