What is Lead Generation?

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Digital marketing SEO Blog

The concept of “lead generation” hides well-defined processes united by specific goals. In the modern sense, all commercial activity on the Internet performs one primary task – generating income. As a result, it will be impossible to achieve revenue growth without growth in sales. Therefore, lead generation brings potential customers to a specific action – a purchase. Side tasks of lead generation include:

  • Raising customer awareness.
  • Warming up the interest of the target audience.
  • Collecting feedback and customer service.

What is Lead Generation?

Lead generation is a marketing process that attracts interest in a product or service. This is one of the sales development methods that encourage customers to purchase. Lead generation has proven to be beneficial for all types of businesses. It can be successfully used in B2C and B2B segments. At the same time, marketers often emphasize that lead generation is a weak point of their companies. Finding an excellent lead is much more complex than just interested people.

It is possible to increase brand awareness during lead generation processes. In practice, this makes it easier to close big deals with clients who already trust you. In addition, sending “quality” leads to the sales department significantly increasing the conversion rate. After all, such buyers do not need to be persuaded to complete the transaction – it is enough to discuss the individual details of cooperation.

Note that the trend of moving business online has changed approaches to lead generation. You can get in touch with the client at the earliest sale stages. Ideally, you need to have 7 to 10 points with the client. This will allow you to be sure that the client is interested in the company. This is done to quickly present him with the correct information, thereby winning the competition with other companies.

Why is Lead Generation important?

Any Internet business can only exist due to stable lead generation. Without them, there will be no sales and therefore no profit. Of course, you can try to survive by relying on a large customer base, but in this case, it is no longer possible to talk about growth. At the same time, intuitive customer acquisition does not work today either. To develop a successful strategy, you will have to classify all the consumers of your goods and services. And be sure to create for each group its approach. Otherwise, all recruitment efforts may be in vain.

Lead generation is a strategy focused on your company’s target audience. Depending on the traffic channel, the lead generation funnel will consist of the following sequential steps:

  1. The transition of a potential client to the page of the landing site.
  2. It finds and downloads a suitable book.
  3. The user is included in the list of contacts for information mailing.
  4. Third, the client receives a newsletter with new offers.
  5. Fourth, the client agrees with the proposals provided and goes through the registration procedure in SaaS.

Moreover, without understanding the needs and requirements of potential buyers, any sales will be episodic.

Lead Generation Marketing

The key task of Lead Generation Marketing is to bring a potential client to a specific action – making a sale. In this section, we’ll look at common tools and approaches.

Conversational marketing

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This approach does not always require live communication with the client despite its name. In the era of chatbot development, it is possible to communicate with consumers without the participation of a consultant. In this case, you will have to spend a specific budget on developing your bot and its subsequent configuration. The last point is especially important because it is with its help that potential buyers will occur.

As evidence of the effectiveness of this approach, we can give an example: in 2018, more than 300,000 bots were created on the Facebook platform. This is because people want to receive quick answers – without waiting until the consultant is free. A properly configured bot fully satisfies this desire.

Video content

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Not all people are ready to spend time reading the text. Therefore, all the same, information can be presented in video format. You can do this using services like TikTok, YouTube, Facebook. At the same time, several pages of text are placed in 1-2 minutes of the video. As a result, we get informed customers who know about your advantages and are ready to purchase. You can also build explanatory or educational videos. Here are some examples:

But without preliminary analysis of the audience is still not enough.

Email

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Email marketing is a great solution to keep in touch with regular customers. Use cold email tools like Lemlist, Snov.io, Reply.io, or others. However, it is better to choose MailChimp, Sendgrid, Sendpulse, or others for a warm email.

Using the right design and semantic load, you can submit the necessary information in a convenient form. Most often, this is news about some changes in the company, new products, promotions, etc. But, of course, before that, you need to collect either a cold base or use your warm base—for example, those who uploaded a book, template, or checklist.

Ads and Retargeting

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The purpose of any advertisement is to motivate the client to take some action. To do this, your offer must meet the potential desires of the target audience, as well as “lead” to the action you need. Otherwise, the resources spent on advertising can lead to unexpected results. Use Google or Facebook Ads Retargeting – show your offer to users already on the site and certain pages. This increases the likelihood of returning to the site and completing the registration or purchase process. Of course, exclude those users from the audience list already purchased.

Product Trials

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It turns out that you can overcome many barriers to selling simply by trying a product. It works as follows: the client receives a product with basic features or a short period. Then, tests understand its strengths get used to its use. Often there are such options for the trial period:

  • Ahrefs – 7 days.
  • Plerdy – 14 days.

After that, he buys the full version. Or it becomes a regular customer, with a good reason for this.

Lead Generation Ideas

Further in our article – the working ideas of lead generation, empirically tested by more than one successful company.

Create Pop-Up Forms

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This is designed to display pop-up windows on website pages. About lead generation, this can be used to inform customers further, offer them various forms to fill out, and so on. The key feature of the tool is that it can be configured without the involvement of a programmer.

Here are some videos showing how to use the tool in question:

The tool allows you to show pop-up windows on any site page, where necessary. In addition, it works equally well with desktop and mobile versions of the site. This makes it a truly versatile solution.

Leverage the SEO power of article

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Properly written reviews using keywords often appear in organic searches. Therefore, this method is an excellent solution for increasing the brand’s presence on the Internet. The same is true for articles. A well-written article with a clear structure and selected keywords will lead to high-quality SEO traffic.

Also, an effective tool for attracting traffic is well-written SEO articles, including useful information for customers and various keywords. With their help, the page with the article begins to participate in ranking search engines for certain search queries. In practice, this means that potentially interested people looking for your or a similar offer will come to the site. In addition to the article, you can attach additional magnets that motivate the reader to perform certain actions. For example, this could be leaving an email address, filling out an information form, and so on.

Audio content (podcasts and audiobooks)

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Along with video content, customers perceive various audio recordings well. Therefore, communication with them through informational podcasts is a good solution.

For clarity, here are a few popular podcasts on a given topic:

  • The SaaS Podcast. Interviews with entrepreneurs and startup creators.
  • Scale or Die. A show about strategy, growth, leadership, development in sales, and more.
  • SaaS Growth Stacking. A concise and informative podcast by David Martell.
  • SaaStr. This show has become famous because only the best experts in their field come to each recording.
  • The Top with Nathan Latka. Personal podcast of investor Nathan Latk, who conducts interviews with significant entrepreneurs.

But remember: you need to achieve regular publication of such content.

Books and eBooks

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Printed and eBooks about your product (or how you use it) are always popular. We recommend a few books worth reading:

  • State of Content Ops and Outsourcing Report 2021-2022
  • The Ultimate Content Calendar Template
  • The Ultimate Brand Storytelling Template for Your Business
  • The Ultimate Content Mapping Template Kit
  • Data-Driven Market Research and Competitive Analysis with Semrush Trends.

Books are at least an indicator of the seriousness of your approach and the fact that you have something to say or offer.

Social Media Marketing

Social networks are ideal B2B platforms that can bring in many users. This is especially true in the era of quarantine restrictions because here, you can hold “live” events without leaving your home. Leads are also collected through announced events and their promotion.

Social Selling

Selling through social networks (Instagram and TikTok) is very popular today – and at a basic level, it does not require large resource costs.

Conclusion

To sum up, lead generation is an effective solution for any business. But to get the desired result, you will have to understand the work of the toolkit. In addition, it is important to understand the desires and needs of the target audience always to find the right approach for each of its segments.

Article by:
CEO Andrew Chornyy

CEO Plerdy — expert in SEO&CRO with over 11 years of experience.

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