For marketers and their companies, lead generation is critical for growth. To Improve lead generation, you need to boost brand recognition and people’s interest in your products or services. Also, prospects must be nurtured from the marketing funnel to the sales pipeline. Lead generation techniques, when done correctly, build solid relationships with viable customers with interest in long-term commitments.
Marketers often find themselves wondering how to boost lead generation. This article deconstructs extremely effective lead generation techniques so you can focus your efforts on attracting and converting quality leads.
Overview of a Lead Generation Strategy
A lead generation plan comprises strategies for attracting and converting interested prospects into leads. A lead is a prospect who has expressed interest in your brand by taking a certain step. They’ve given you their contact information or suggested that they want to conduct business with you somehow.
There are four parts to both B2C and B2B lead generating methods, including:
- Lead capture: entails gathering information from a lead. The data may include the lead’s name and contact information, as well as pertinent qualifying details about them or their company (including business name, position, number of employees).
- Lead magnets: incentives that encourage potential customers to become new leads.
- Lead qualification: a method of determining how probable a lead is to buy based on the information provided by the lead.
- Lead segmentation: segmenting leads based on their information, habits, and actions (e.g., job title, what attracted them, the pages they checked on the website).
Tips for Successful Lead Generation
The following are tips to note to achieve success with your lead generation strategy:
Define Your Target Market
Philip Kotler said marketing isn’t about coming up with innovative methods to selling what you create. It’s the art of delivering actual value to customers. Knowing who you’re talking to is the first step. You must understand their challenges or pain points to produce excellent goods or high-quality content that makes a mark.
According to recent studies, 48 percent of buyers are more willing to explore solutions that are tailored to their unique company problems. Marketers can truly get to know their target customers by building the proper buyer personas for their purchase cycles. If you get your buyer personas wrong, your conversion rate will plummet because you’ll be targeting people who have no interest in your product, even if it is excellent. Creating the proper consumer persona for each point of the journey is critical for effective lead generation efforts.
Sometimes responses to emails can take some time, and by then, prospective customers have probably lost interest. Interactive chat is an excellent method to engage your visitors once they reach your website. This type of communication allows you to provide guidance, answer their inquiries, and get their unique requirements. According to a Forrester survey, 44 percent of online customers think live chat is one of the essential things a website can offer. Nowadays, people expect a quick response time, a quicker resolution, and excellent customer service.
Live Chat for Lead Generation
Improves conversion rates: When visitors have problems, they can immediately contact live chat operators, thus improving consumer satisfaction and reducing waiting times. Customers may get real-time help through live chat, which increases the chances of conversion. The more visits you have, the better your prospects of generating leads.
Obtains client contact information: Get clients to fill out a form with their phone number and email address before connecting them to agents. This makes it easier to follow up afterward.
Proactive chat: When returning consumers use live chat, you already have their information. This aids in the development of stronger relationships and is beneficial for lead generation.
Constant availability: Users can reach out at any time. Providing live customer service 24 hours a day, seven days a week, ensures you don’t lose out on any possible leads. Customer service agents’ work shifts must be scheduled properly.
Generate Powerful and Relatable Content
The first to note when creating content is determining your target audience. You need to know your target customers, their preferences, and the benefits that they desire. Your audience will help you figure out what kind of material you need to offer. The first step in developing engaging messaging for them is to develop concepts that challenge and exceed their expectations.
It’s far better to know that your target is Senior Managers (within the 35 to 55 age bracket) in the service industry whose interests include leadership training and operational management rather than those who work in the Service Sector. You’ll have an edge if you know what problems these Service Managers face on a daily basis. When creating content for any lead generation campaign, having clear audience demography and understanding what motivates them is beneficial.
Get Concise Data
Now that you’ve built a mental image of your perfect consumer, it’s time to locate them. You may accomplish this either by acquiring specific data or by selecting your demographic on various social media networks. Remember that industry journals and associations may be a wonderful source of demographic data and can be useful for fine-tuning your understanding of your target audience and their location, both online and offline. Your marketing will be more effective if you have more knowledge of your target audience. Don’t squander your time selling to those that aren’t your target market.
It would help if you also kept in mind that this demographic can change, so it’s critical to keep track of it frequently. You may have misconstrued or just overlooked a key target segment eager to learn more about your product or service. Therefore, analyzing data at the start and end of a campaign is important. Also, utilize Google Analytics to determine where your lead originated. If you don’t convert the lead into a customer or client, you’ll know why and where the lead dropped off, allowing you to plan better for the future.
Use Both Digital and Direct Marketing
Businesses have used Google’s digital sales funnel and social media sites like LinkedIn and Facebook over the years to achieve effective results. Since everyone has a smartphone or laptop, the reach is vast and immediate, but you will not get the high-quality leads you want by employing this as a stand-alone marketing strategy.
Consider this: the digital world is getting more attention than ever, and what may be a very successful and well-crafted campaign can easily devolve into the background noise. Many small businesses overlook the effectiveness of direct mail. Even major corporations, such as Google, understand the significance of a physical letter or postcard. Brands that do this successfully have a higher chance of standing out and connecting with their target audience.
The truth is, digital and direct mail are both fantastic, but when used separately, neither of them truly hits the point. When used together, though, you may generate considerably better leads, and this is called integrated marketing. You might, for example, send a customized email with a video that links to a custom landing page to your target audience. Simultaneously, send an offer in the mail and use social media to reinforce the campaign’s relevant content. This means sending the same message to the same individuals at the same time across numerous channels.
Strengthen Your Business Pipeline
Lead generation relies heavily on timing, and this goes from getting the lead to converting them. If you delay, you might lose them, and if you act too fast, you risk overwhelming them with unwanted information. To build a solid business pipeline, it is advisable to divide your leads into segments: short-term, mid-term, and long-term. After that, you may divide them into phases and shorten the list based on their qualification. This could mean determining what has to be done to get them through the sales pipeline to the point of conversion.
Collaborate with Your Sales Team
Your sales team needs to be on board for your marketing initiatives to succeed. Avoid starting a campaign without properly briefing and knowing your sales staff. They may be quite useful in clarifying your target audience and identifying their pain points so that you can build effective advertising. Always prepare ahead of time for follow-up, and double-check that your sales staff is indeed following up.
Also, provide assistance, especially when a fantastic opportunity arises, and someone needs to make a decision and the marketing needs to keep the prospect interested throughout the process. It does not end after getting the lead. You need to ensure that your sales staff does proper follow-up until the lead is converted. The normal sales process requires marketing assistance all through to boost conversion.
Make sure you have the appropriate information so you can target the right individual at the right time. The key to lead generation is having the proper data—the more you know about your customers, the more you can tailor your messaging. To guarantee that your consumer pays attention, it is critical to get to know them and communicate with them in the appropriate tone and at the appropriate moment.
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