What is Lead Generation?
Lead generation is all about bringing people into your sales funnel.
Leadsquared has a descriptive definition of a lead:
“In simple terms, a lead is an individual or organization with an interest in what you are selling. The interest is expressed by sharing contact information, like an email ID, a phone number, or even a social media handle.”
Before generating leads, you have to know:
- What your target audience is interested in
- Which products you could sell to them
- What their pain points are
It’s all about lead magnets, video marketing, email opt-ins, and paid ad campaigns that are designed to get potential customers into your sales funnel. It’s easy to track and you can collect thousands of different pieces of data. The most popular information marketers gather from leads initially is an email address and typically a name.
You can break lead generation into two categories: inbound and outbound. In this article, we will talk about inbound strategies.
Inbound marketing focuses on creating quality content that draws people in to your brand.
Examples of inbound marketing content include blog posts, photos, infographics, videos, podcasts, presentations, e-books, whitepapers, email newsletters, webinars, search engine optimization (SEO), and social media marketing.
Your content is the foundation of your inbound marketing efforts. According to Content Marketing Institute, content marketing is “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action”.
Types of Content
Product Pages –A good product page can serve to help with lead generation, and can be as simple as a single landing page.
Blog Posts – A blog is one of the easiest ways to create a regular content. Blog posts are more engaging and more likely to attract leads than product pages, so they can be a great way to build a list.
Articles – Think news article, interview, or PR content. This is the kind of content you can find on most newspaper- or magazine-style websites.
Guides – A guide is a longer piece of content that explains in detail how to do something. Creating a “how to” guide can be a great way to generate leads.
Videos – Depending on what type of site or business you run, videos can be a great way to attract and reach new leads. You can create video tutorials of how to use your products. Or illustrate a process that is related to your business. Or share happy customer testimonials.
Infographics – Infographics, or large-format images that contain a lot of data on a topic, can rack up a lot of page views and a high click-through rate.
Slideshows – A slideshow is a way to display a series of related images linked together.
These are just some of the basic types of content you can use, but don’t let this list limit you. The possibilities are virtually endless.
During content creation, keep in mind to that your information should be 90% educational, and 10% promotional.
Your website is the place where your audience converts. Optimize your website for converting visitors into actual leads. Pay attention to forms, Calls-to-Action (CTA), design, and content.
Some people know exactly what they want, for example, they are searching for a product to buy. Other times, visitors simply don’t know what they want to do on a website, and there are visiting the site to get informed or research.
It’s your job to guide these people forward with relevant call-to-actions.
Create multiple calls-to-action on your site that speak to different parts of the buying funnel. For example, offering different lead magnets for each category of your blog.
For each page, it’s important to have a primary CTA that leads people to do the #1 thing you want them to do on the page.
Your blog builds trust with your readers. When done right, it can establish you as an authority in your field, and build your brand.
Not only that, but the more valuable pages you publish, the higher you rank in searches. As a result, you will attract more visitors to convert them to leads.
Remember that someone reading the blog may not want to immediately sign up for a webinar, or buy a trial, so it’s better if you let them opt-in for an informative lead magnet offer.
The increasing popularity of social media channels has had a positive effect on lead generation on these platforms. Through social networks, buyers can research and learn about products and services through comments, shares, and likes. While social media is still important for branding and generating buzz, lead generation is becoming more and more important part.
But how to do you use it effectively?
One of the worst mistakes you can make right from the start is trying to get leads from every social media channel. You have to know your customers, and where they hang out. Use only those social media channels for best results.
The lead generation techniques you use depend on which social media site you’re focusing on.
Email marketing is still one of the most effective tools in a marketing campaign.
Our job as marketers is to wake up a prospect’s curiosity and nurture it over time until it becomes a decision to buy your product. A very powerful way to accomplish this is through email marketing.
With email automatization, you can easily guide your visitors through the path from interested prospects to happy buyers.
Organic search marketing is one of the most valuable and affordable long-term strategies for generating leads.
Place the right keywords on your website, regularly generate high-quality, keyword-rich content, and place inbound and outbound links on your site to draw leads to your site.
With Pay-Per-Click (PPC) ads, you pay for each click on your ads that are displayed by a search engine such as Google, Yahoo, or Bing.
These are the websites that show up as sponsored results on the top and side of the organic search terms. PPC ads are a great way to draw attention to your brand or product offerings.
PPC ads can also be tightly targeted to a specific audience, so they can generate high-quality leads.
These are just a few lead generation ideas using inbound marketing. Whichever tactic you use, be sure you do proper market research, know your target audience’s need and pain points, and determine your goal.
What is your favorite lead generation tactic? Share it with us in the comments.