Lead Generation: what is it and strategies to generate leads?
Lead generation is one of the most important processes in a company. Not only important: generating leads amid growing competition, with every company fighting hard for potential customer attention, is an even tougher task.
At the same time, one of the biggest questions within Digital Marketing is why should we generate leads instead of just being digital sellers?
Lead generation is a market intelligence strategy because it is based on the fact that the audience reaches you and not the other way around.
This item makes Content Marketing a more effective way not only to sell a product or service but also to retain a customer and make him a promoter of your brand.
After all, you show whoever is looking for a product or service that you really understand the subject, that you are a true expert.
But, let’s go by parts. Today’s article covers a few points before lead generation. And, of course, share some valuable strategies for your business.
Stay with us and check it out.
What’s Behind Lead Generation?
Telemarketing, TV ads, radio, were some of the countless ways companies use to get the attention of potential customers and get them to take action.
However, with each passing day, they become less effective.
First of all, you need to know that in content marketing it is the consumer who is looking for the information that is most interested in the main search engines on the internet.
With this, digital marketing manages to capture these people based on their research and doubts, and this happens as soon as these people access the internet. For this, it is possible to create hot sites and also landing pages.
They will be used to discover your leads and also to facilitate the effective purchase of people who have the real intention to consume your products and services and who want to contact you.
That way these people fill in their data in forms that will help you carry out an effective marketing strategy.
Thus, it is possible to filter leads, qualify and validate them, making your team’s work more aware and direct.
After all these steps, your digital salesperson will be able to clearly and objectively know the intention of these consumers and their real interest in closing the sale.
A purchase decision, especially if it is for a high value, is always surrounded by care.
Think for yourself: if you need to buy something and you’re going to spend a significant amount of money, you’re not going to buy the first offer you see in front of you, right?
With your customer, it’s the same.
Therefore, it is necessary, first, to show that you really understand the subject. Deliver quality content, connect and generate value for people from the first contact.
What is Lead Generation? It’s the multiplication of the audience!
Currently, most physical companies also have a virtual page, and together they add up to the number of companies that are only on the internet.
However, it is common for them to have only their own page with the data and history of the company, as well as information about their products.
The problem is that this page only reaches 10% of the people it could reach.
That’s where lead generation becomes indispensable, as with it you can bring more than 90% of new leads to knowing your service or product.
This lead generation needs what we call nurturing, a found strategy to keep people interested in what you have to offer.
The most common is the generation of relevant content, which means that when carrying out internet searches, people are directed to your page.
And with the right mechanisms, start navigating it, increasing your audience and also generating leads.
Strategies for generating leads in companies
Below, we list some strategies so that you, showing that you are an expert on the subject, can generate more leads.
The material produced – excluding the blog texts – must be accompanied by a landing page.
Only then can you collect data from the potential customer, placing a registration form always at the top of the page to increase the chances of conversion.
Also, create a tab on your website with educational materials to help with Google’s organic search as well.
Let’s go to the strategies:
It’s basic for anyone wanting to generate leads to have a visually clear and attractive website, with a visible form – and a flashy CTA – for those wanting more information.
Also putting testimonials from people who are already customers also helps a lot and company credibility to your company. This is called “social proof”.
Also, use keywords that make sense for your business – and put them in the name of your website images.
In fact, if your site takes too long to load, that’s a problem and people may leave before they see what you have to show.
Oh, we don’t even need to mention that you need to have a blog and replenish it frequently, right?
Show that you dominate the entire universe that surrounds your company. Talk about the product and service, yes, but also discuss strategies, best practices, etc.
Rich Materials (eBook, infographic…)
Perhaps the most used resource to generate leads and add value for those seeking information and knowledge is rich materials.
The most classic example is eBooks on subjects that have to do with what you sell. But, let the creativity flow.
You can offer a nice and visual infographic about some product or service – how about listing 10 benefits that product Y brings to companies?
Another option, this one less used, is to create a whitepaper. The format is little used and it is a compromise between a blog post and an eBook in relation to the size of the content.
And why not create a quiz? Content has a high potential to go viral and you can target questions to better understand your customer’s pain.
Thus, when offering an answer at the end of the question, direct which product or service best fits him – leaving a CTA to talk to a consultant, for example.
Tools and templates
More than providing content that educates your potential customer, you can do 2 in 1.
In addition to educating him, make him hands-on and provide tools or templates for him to use.
An example of this? An editable sales playbook template, where the lead can put information regarding your company and make it available to all your employees.
Examples of emails, management sheets, calculators…
There are many possibilities to generate leads while adding value to people.
A very effective and interactive way to show that you really understand what you sell is by holding webinars.
You can give voice to both your team that makes it happen on a daily basis, talking about various topics, as well as calling partners and/or customers to talk about how your solution impacts.
But be careful not to be commercial. Do not try to sell the product during the broadcast. It’s a time to offer educational content, talk in-depth about a certain subject.
Remember: you need to show that you are a reference in what you do.
At the end of the webinar, remind all viewers to subscribe to your channel.
Ah! Also, the video description is important. Enter keywords you want to rank organically. After all, YouTube is Google too.
Research and Studies
You can conduct a survey of your customers by asking them what pains were resolved with the solution you sold.
For example, add to that a study of their productivity improvements.
Once that’s done, make it available in a visual and attractive way to show even more how what you sell really works.
There is a type of ad on Facebook called Facebook Lead Ads that is worth checking out.
Besides, of course, Google Ads, which is already well known and used by everyone.
How about a quick 30-minute assessment of the prospect’s business? For B2B sales, this is a format that generates a lot of value.
You provide a consultant within your company to talk to whoever filled out the form and give him a quick and free diagnosis of the pain and possible solutions.
Then, from there, you can put it into an automation flow and gradually deliver relevant content to educate this lead and get it ready to buy.
What else do you have in mind?
If you sell several products or services, choose one of them and assemble a kit with everything you have – webinar, eBook, infographic, etc. – and make it available.
To make even more sense, create the “Week of [name of product or service]” and, during this period, make this content available daily.
Have you ever thought about a web series? Create context and characters that make sense and that, in this universe, your sold solution is used. Different, isn’t it? It would be nice.
Anyway, let the mind flow. Remember to always create value for those looking for solutions. The format doesn’t matter, as long as it makes sense, aggregates and educates.
Lead qualification is as important as lead generation
With the increase in leads, due to generation, many companies are having problems qualifying these leads, and thus continue their digital marketing strategy.
This prevents you from investing a lot of time in leads that are unwilling to buy and not focusing on those that are interesting for your business.
Qualifying leads can be done in 3 different ways. With leads that:
- have purchase intent;
- are (still) in doubt about the moment of purchase;
- Don’t want to buy.
In this way, you or your team can find the ideal lead profile by comparing it to the profile of your customers.
This will make you find people who are ready to buy and who have a good Buying Review.
That way your salesperson can reach that person and make him buy what your company sells.
The importance of pre-sales
Yes, qualifying leads is crucial. As Aaron Ross’s theory addresses, the so-called Predictable Revenue, this is a vital foundation for selling more and better.
As the name suggests, presales is the pre-sale stage, usually done by an SDR or a presales team.
The mission of this team is to ensure that, to the sales funnel within your CRM, only those leads that are ready to become, in fact, customers are advanced.
This makes sellers, so-called closers, only focus on those who are ready, mature and educated to buy. And this directly impacts the CAC – Customer Acquisition Cost – of your company.
Thus, reducing the CAC and also the sales cycle, it is possible to boost your business sales and project the much-desired growth.
So, how can we help you?
In short, all of this makes lead generation a true multiplier miracle. It’s something that can make all your marketing faster and more efficient than what you’ve been doing for a few years.
Enjoy and read our text that talks about how to reduce CAC in companies.
If you do not understand any of the terms used in this article, please visit our glossary of sales terms.
Lead generation is one of the most important processes in a company. Not only important: generating leads amid growing competition, with every company fighting hard for potential customer attention, is an even tougher task. At the same time, one of the biggest questions within Digital Marketing is why should we generate leads instead of just being digital sellers? Lead generation is…