Lead Generation
The initiation of consumer interest or enquiry into products or services of a business.
1
What Is A Lead?
2
Why do you need Lead Generation?
3
Lead Generation Process
4
How To Qualify A Lead
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Lead Generation Strategies
What Is A Lead?
A lead is any person who indicates interest in a company’s product or service in some way, shape, or form.
Leads typically hear from a business or organization after opening communication instead of getting a random cold call from someone who purchased their contact information.
Leads are part of the broader lifecycle that consumers follow when they transition from visitor to customer. Not all leads are created equal (nor are they qualified the same). There are different types of leads based on how they are qualified and what lifecycle stage they’re in.
Marketing Qualified Lead (MQL)
Sales Qualified Lead (SQL)
Product Qualified Lead (PQL)
Service Qualified Lead
Why do you need Lead Generation?
When a stranger initiates a relationship with you by showing an organic interest in your business, the transition from stranger to customer is much more natural.
Lead generation falls within the second stage of the inbound marketing methodology. It occurs after you’ve attracted an audience and are ready to convert those visitors into leads for your sales team (namely sales-qualified leads).
Lead Generation Process
Now that we understand how lead generation fits into the inbound marketing methodology, let’s walk through the steps of the lead generation process.
- First, a visitor discovers your business through one of your marketing channels, such as your website, blog, or social media page.
- That visitor then clicks on your call-to-action (CTA) — an image, button, or message that encourages website visitors to take some sort of action.
- That CTA takes your visitor to a landing page, which is a web page that is designed to capture lead information in exchange for an offer.
- Once on the landing page, your visitor fills out a form in exchange for the offer. (Forms are typically hosted on landing pages, although they can technically be embedded anywhere on your site.) Voila! You have a new lead. That is, as long as you’re following lead-capture form best practices.
How to Qualify a Lead
As we covered in the first section, a lead is a person who has indicated interest in your company’s product or service. Now, let’s talk about the ways in which someone can actually show that interest.
Essentially, a sales lead is generated through information collection. That information collection could come as the result of a job seeker showing interest in a position by completing an application, a shopper sharing contact information in exchange for a coupon, or a person filling out a form to download an educational piece of content.
Gauging a Lead’s Level of Interest
Below are just a few of the many ways in which you could qualify someone as a lead. Each of these examples shows that the amount of collected information used to qualify a lead, as well as their level of interest, can vary.
Let’s assess each scenario:
- Job Application: An individual that fills out an application form is willing to share a lot of personal information because he/she wants to be considered for a position. Filling out that application shows their true interest in the job, therefore qualifying the person as a lead for the company’s recruiting team — not marketing or sales teams.
- Coupon: Unlike the job application, you probably know very little about someone who has stumbled upon one of your online coupons. But if they find the coupon valuable enough, they may be willing to provide their name and email address in exchange for it. Although it’s not a lot of information, it’s enough for a business to know that someone has interest in their company.
- Content: While the download of a coupon shows an individual has a direct interest in your product or service, content (like an educational ebook or webinar) does not. Therefore, to truly understand the nature of the person’s interest in your business, you’ll probably need to collect more information to determine whether the person is interested in your product or service and whether they’re a good fit.
Lead Generation Strategies
Online lead generation encompasses a wide range of tactics, campaigns, and strategies depending on the platform on which you wish to capture leads. We talked about lead capture best practices once you have a visitor on your site … but how can you get them there in the first place?
Let’s dive into lead generation strategies for a few popular platforms.
Facebook Lead Generation
Twitter Lead Generation
LinkedIn Lead Generation
PPC Lead Generation
B2B Lead Generation
Targeted Campaigns
Convert more prospects to relevant landing pages and lower your cost-per-acquisition.
Data Analysis
Google, SEM Rush, Ubersuggest, provides you enough analytics where you can decide how and when to spend and on which mediums.
Maximum ROI
I suggest you best budget for all your digital campaigns and helps to finalize your leads for conversion.
I am open to
New crazy & Weird ideas . .
Creating an online marketing strategy for every new business is increasingly pleasant for me. I am making, learning, developing my digital marketing experience useful to customers’ businesses