What is a Good Lead Generation Process?
If you’re in marketing, generating leads is essential to keeping a business afloat. This article has tips on how to create a good lead generation process.
Up to 93 percent of all online purchase decisions usually start with an online search.
As a business owner, this means you have a vast potential for netting huge leads when you leverage online marketing well. But this is only possible when you have a refined and optimized lead generation process.
With your competitors targeting the same customer pool, the last thing you want is losing potential customers due to poor strategies. Proper lead generation involves building trust with your audience and educating them about your products, services, and industry.
In this post, we’re going to show you how to design an effective process for generating quality leads.
Let’s dive right in!
1. Determine Your Target Audience
The best practice for generating quality leads is identifying your target audience. You can start this by defining your buyer persona. In this case, you want to define their age, income range, location, sex, interests, career, and hobbies.
Look at your current customers to identify some of the common traits. List down these characteristics and use them to define your targets. Learn if they use the internet for a variety of reasons and identify their needs.
It’s also advisable to determine their challenges and formulate solutions for them. Also, identify the process they use whenever they’re looking for a product or service. This way, it will be easy to mold your campaign to suit their preferences.
2. Identify the Right Ways
A good lead generation process should have multiple ways of attracting leads. Typically, this will depend on what tools, services, and platforms most of your audience use online. Here are several ways you should leverage:
3. Social Media
Social media posts over 3.1 billion users. While there have been debates on the efficacy of social media in lead generation, it’s something you can’t overlook. It has proven to be effective in B2C lead campaigns.
Facebook is the ideal platform for a variety of industries. Instagram has historically performed incredibly well. LinkedIn is great for B2B leads.
Whatever the case, having a mix of social media platforms helps. It’s important to identify several platforms that your audience is using. This will make it easy to make the most of using social campaigns.
4. Content Marketing
Knowledge is what aids consumers in making informed choices. It’s through content marketing that businesses can educate their audience and keep them informed. As such, this makes content marketing an effective way of converting visitors into customers.
You need to invest in creating videos, blog posts, and infographics for your audience. There is a broad range of options, so where exactly do you need to start?
For B2C leads, social media content, videos, and blogs seem to offer the most results. B2B marketers can focus on blogs, case studies, white papers, research reports, and online representations. Webinars and podcasts are also great.
Whatever your approach, a good content marketer requires diversity to attract leads from different sources.
5. Search Marketing (SEo)
Customers and clients tend to start their search online. As such, this makes search marketing the most valuable long-term strategy for generating quality leads. Through search engine optimization (SEO), it’s possible to get a great ROI.
It requires the use of the right keywords to drive traffic to your site. Coupled with link building campaigns, SEO can be the best tool for quantifiable and measurable results. It’s important that you work with an agency that has proven track records of good results.
6. Email Marketing
Email is a great tool for communication, and it has been used for years in marketing. Even with the growth of chat applications, such as Whatsapp, email continues to stand the test of time.
Today, email is an excellent channel for a good B2B and B2C lead generation process. Businesses use email as one of their primary modes of communication. As such, it’s highly likely that your message will be read.
7. Have Attractive Offers
In the past, marketers used offers, such as ebooks, white papers, reports, and tip sheets to generate leads. This worked great, but only for a while. Today, cookie-cutter offers are not ideal to get the right prospects.
Things have swiftly changed, and prospects want more than just a basic offer. Companies, such as Moz and HubSpot, are leading the way in giving attractive offers. In addition to content, Moz offers tools, such as Open Site Explorer and Mozbar, for marketers to use.
This doesn’t mean ebooks and whitepapers are no longer valuable. It’s just that they have become so conventional. But you can supplement them with other offers.
8. Great Landing Pages
A landing page is typically an asset that you use to convince your visitors. It’s where your visitors land from AdWord campaigns and other sources. Bear in mind that the page needs to be a standalone property.
Check the headline to ensure it’s actionable. It’s stated that most visitors read the headlines than the copy itself. The headline should invoke curiosity and prompt your visitors to go through the entire page.
Use engaging video to capture attention and convey your message. Also, ensure the copy on the page is scannable and skimmable. Using blocks of text will certainly discourage your prospects. Most importantly, your call-to-action must be strong and should stand out on the page.
Ensure the form on the page is simple. Also, don’t request information that will make your visitors reluctant to fill out the form. Having a “thank you” page for appreciating your leads is highly recommended.
Lead Generation Process – The Takeaway
Lead generation is a continuous task. What works now may not work in the future. As such, it helps to analyze, change and optimize your lead generation process to ensure quality results.
Also, don’t expect to get it right the first time. Use analytics software to understand the performance of your campaigns. Such tools offer great insights that you can use to optimize your campaign.
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At Tru Power SEO, we strive to offer our clients the results they want. If you need help in refining your lead generation process, be sure to reach out to us to engage with experts. Or, you can fill out this form to help us learn more about your business.