Lead generation is the process of attracting your target audience to your business and getting them into the path of making a purchase. It is a cost-effective marketing strategy that small businesses can implement to attract and retain customers.
Cold Calls Don’t Always Work
Generating leads may seem like a time-consuming process, especially since you can buy leads from a third party. However, cold calls aren’t always practical. Marketing expert Charlie Cook stated that conversion rates for cold calls are 2% compared to solid leads (20%) and referrals (50%).
Most buyers don’t appreciate or respond to cold calls. They didn’t opt in to receive something from your company, nor did they consent to give their information to you. The messages you send them will come to them as unwanted and intrusive. There’s a chance that they’ll flag your message as spam.
Some of the leads may not be relevant to your business. For example, you might end up promoting your business in Tampa to a lead who lives in Manchester.
Lead Generation Process
Lead generation starts when your visitor finds out about your business. They could have seen a post on social media, or a search on Google brought them to your blog post or website.
Once you catch their interest in a post, they’ll follow your call-to-action (CTA), which is a button, image, or message. This CTA could encourage them to buy, learn more about a product or service, or download a freebie.
The CTA directs your visitor to a page that captures lead information in exchange for an offer. An offer can come in the form of a free e-book, infographic, or a trial product.
You can promote your landing page through various promotional channels like ads, blogs, emails, and social media.
Lead Generation Strategies
Generating leads online involves a variety of strategies you can try, depending on the platform where you want to capture leads. Whether you’ve enlisted the help of a digital marketing agency or running campaigns on your own, here are tips that can make your lead generation a success.
Optimize your search engine optimization
Make it easy for your target audience to find your website by improving your online presence. Improve your web design, create relevant content, and update your metadata. Hire a digital agency that offers SEO services to make sure you thoroughly cover all aspects of SEO.
Use the right tools
Find the right systems to organize and store your leads. Doing so will help you sort through your leads, as well as know what they do before and after filling out a lead conversion form.
Create relevant offers
Offer freebies and incentives throughout each stage of the buyer’s journey. An interested visitor might just want an e-book or graph, while someone who knows your brand might prefer a free demo of your product.
Direct your visitor to a landing page
Your CTA should direct your visitor to a landing page that is relevant to the offer they want and has an opt-in form.
Use social media to attract leads
Add links of high-performing offers within your social media pages. Set expectations of visitors by letting them know that you’re directing them to a landing page. You can also engage and capture leads by running a contest.
Gone are the days when lead generation involves cold calls. Online lead generation is more effective in attracting your target audience and turning them into loyal customers. Make sure to prioritize relevance to engage your site visitors and encourage them to take action, whether it’s making a purchase or signing up for more information.