Lead generation services aim to convert business prospects into customers for your company. It can be performed by many different people, including sales teams and marketing professionals.
Examples of lead generation tools include:
- Landing Pages
- Pay-Per-Click Marketing (PPC)
- Social Media
When you are looking to boost your website conversion with any of these above services, it’s important to remember that you need both creativity and persistence to engage potential clients.
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What is Lead Generation?
Lead generation is the process of creating/generating interest among consumers for your product or service. The end goal of creating this type of user interest is to turn that interest into a sale.
Today, generating traffic and bringing qualified leads to your website is more challenging than it was in the past. This is not because it costs more to set up lead gen tactics but because markets today are more saturated than they used to be. This saturation and competition have forced businesses to get more creative and persistent with their strategies to generate leads over their competitors.
According to a survey by Hubspot, 61% of marketers rank lead generation as their number one challenge in business, and 53% spend at least half of their budget on lead generation.
When properly implemented, your lead gen efforts will build brand awareness, generate qualified leads, build relationships and ultimately make sales.
How can lead generation help your company?
When you create and execute lead generation tactics, you will be able to realize higher-quality leads: prospective customers who fit a set of criteria that match your company’s ideal client.
These high-quality leads are more apt to meet your conversion goals or interact in a way that you desire.
Low-quality leads are customers who do not need your service/product and will not positively impact your business.
The higher-quality leads you obtain, the more likely they are to have a positive impact on your revenue and greater business sales will help your company develop. Additionally, as more sales turn into profit, so will your company’s reputation and brand awareness.
Who can perform lead generation services?
Typically, a company’s marketing and sales teams create lead-generating initiatives by producing interesting material and employing effective tactics. However, this isn’t always the case. Any member of the team that understands lead generation technologies can create successful campaigns if you are a small group of one or two individuals.
As long as the person or persons generating leads understands how the sales funnel works by targeting particular marketing leads at various funnel levels, it’s fine.
The sales funnel is made up of three sections: top, middle, and bottom. Activities that produce leads target specific sections and employ particular tactics to entice possible leads into sales.
Lead generation strategies
While there isn’t a “wrong” marketing strategy, you may discover that some approaches work better for your product and market. Try combining various strategies to find the combination that suits all of your target demographics and customer personas.
When you’re planning your methods, you’ll need to establish a baseline when you start and track your progress. It’s part of the procedure to modify your marketing efforts, but don’t despair if finding the ideal technique takes time.
Here are some of the most popular lead generating methods you may use in your campaigns:
A landing page, unlike a homepage, does not show your website visitor many options to follow. Its purpose is solely focused on conversions.
By creating a unique high-value offer, a landing page collects personal information from users, which lead generators then use to make sales calls and offers.
A well-designed landing page contains compelling call to actions, which cause people to take the necessary steps to become leads. In addition, a landing page may be used to gather visitor information and analyze consumer behavior.
Pay Per Click Marketing (PPC)
PPC marketing is a very data-driven form of marketing. Each PPC campaign may be broken down and evaluated from every possible vantage point. You can get incredibly granular with your target demographic when you create PPC campaigns, even if you’re selling locally.
It gives you the chance to promote products and services directly in front of potential customers who may be looking for your exact product or service.
One of the most important aspects of PPC campaigns is the cost. As with most marketing campaigns, you’ll want to ensure that you’re getting the most value for your money. In order to do this, it’s important to understand the different types of costs associated with PPC.
The two main types of PPC costs are:
1) Cost Per Click (CPC): The amount you pay each time someone clicks on your ad.
2) Cost Per Thousand Impression (CPM): The amount you pay each time your ad is shown 1,000 times.
It’s essential to determine which type of cost is more valuable for your business. For example, if you’re a business that sells products, you’ll likely want to focus on CPC, as you’ll only be charged when someone clicks on your ad. However, if you’re a business that provides services, you may want to focus on CPM campaigns because you’ll need more exposure in order to generate leads.
If you develop a solid social media strategy, you can achieve a considerable return on investment. When it comes to social media yields, 66% of marketers reported that spending at least 6 hours each week on the channel generates significant results.
You might, for example, reproduce content from other media (like your website’s blog and PPC campaigns) and share them on social media. This way more people will come upon what you have to offer, and if you are on the right platform for your personas, they might be the high-quality leads you’re looking for.
Although generating leads through social media platforms like Facebook, LinkedIn, or TikTok isn’t difficult, you must make sure that you’re acquiring the correct ones. To optimize your conversion rate, make sure to do a lot of A/B testing to get the best results you can from your campaign budget.
Youtube is filled with an audience that needs visual aid when searching for products, services, and brands. You can implement a video marketing strategy on Youtube by creating a channel and uploading informational and entertaining videos about your products and services.
Video is here to stay, mind you. With over 77% of marketers developing their video tactics, this market is not one you want to ignore. According to Hubspot, around 90% of companies obtain a new client after releasing a video and utilizing video platforms.
Once you have their email address, it’s essential that you continue nurturing the lead by sending them relevant and valuable content on a regular basis. This is often done through email marketing, and it can be an incredibly effective lead generator.
Email marketing is still a great choice for all lead generators. It hinges on valuable content and a well-timed cadence. Email is personal, direct, and can be easily segmented so that the right people receive the right message at the right time.
A strong email campaign is a low-cost, high-impact lead gen tool. It also allows you to stay top of mind with leads long after they’ve interacted with you on your website.
The secret of Lead Generation Success
If you want to get noticed among the crowd, your message must stand out. You must be creative, present, and relevant. Not only do you need to add real value to your client, but you need to think outside the box and reach them where other businesses in this market are not.
Rome wasn’t built in a day, and you most likely won’t see overnight success with your lead generation strategies. Give your campaigns some time to run their course and see where they are working and where they are not working. Tweak your message and try again. Adjust your PPC ad and rerun. Move your call to action and relaunch. Keep approaching new ways to meet your customers and be as persistent as possible.
You and your sales team should be persistent while also staying in tune with the data. Don’t just run a campaign to run a campaign. Everything you put out in front of a customer should have a reason, and it should have a “why.” Look at the data and see what opportunities are out there and where you can reach your audiences in a different way. There isn’t a bad way of doing b2b demand generation or b2c lead generation; they are just different ways.