How to Generate Leads: 5 Mistakes You Shouldn't Make

One of the tips for generating leads is to humanize your profile. Show who you really are and that you care about your followers. Post on Reels, IGTV and Stories - with sketches, short videos, and question boxes.

How to Generate Leads: 5 Mistakes You Shouldn't Make

Did you know that in Inbound Marketing it is not enough to publish relevant content or attract more visitors to your company's website? The important thing is to turn them into opportunities for your business. That’s why it’s so essential to know how to generate leads with a focus on sales. 

Lead capture is the main strategic goal highlighted by marketing professionals, according to research by Hubspot

Follow the post and find out how to generate leads and avoid making mistakes.

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How to generate new leads: understand the importance

Many companies are looking for ways to understand how to generate leads, but not everyone realizes the importance of doing it strategically.

A lead is any visitor who provides a company with data such as email, WhatsApp, location, among other data, in exchange for an offer, such as an e-book, a discount coupon or even a trial period of a tool or application.

This usually happens through forms or landing pages, and the relevance of the data will depend on how “valuable” the offer is to the visitor. A phone number, for example, is a more intimate piece of information, and for the lead to share it, the material must be rich enough to generate interest.

The great thing is that these leads end up becoming a business opportunity for the company. In other words, they form a database of potential customers for the brand who will be approached at the right time in their purchasing journey.

This data can also be used by the brand to position itself in front of customers, producing more assertive and relevant content at the different stages of the purchasing journey.

A lead is any visitor who provides a company with data such as email, WhatsApp, location, among other data, in exchange for an offer, such as an e-book, a discount coupon or even a trial period of a tool or application.

How to generate qualified leads?

Generating qualified leads happens when you use the right marketing strategies, that is, the brand must take into account aspects such as target audience, persona, consumption channels and types of content, in addition to producing appropriate content according to the purchasing journey it is on.

The truth is that there is no point in having a large base of leads if none of them are qualified enough to become a potential customer.

Not all leads that enter the funnel are qualified. But it is possible to outline strategies to how to generate leads on the internet to achieve the target number of sales.

How to generate leads: 5 mistakes not to make

To help you generate more leads, we have brought you 5 of the most common mistakes you should avoid making, whether when generating leads on social media or other channels.

Not producing content focused on the persona’s pain

Producing content is essential for lead generation strategies. But it’s no use if it’s not what your audience wants to consume.

By knowing your persona well, you will understand all their “pains” and needs and be able to produce assertive content. Focus on that!

Not understanding the steps of the sales funnel

Not understanding how the sales funnel works is another very common mistake. It is the entire process that the consumer goes through from the first contact with the company.

If you don't understand how it works, the sale may seem forced and that customer will no longer see value in your product or service.

In fact, this topic is also very important in content production, since for each stage a different type of content must be delivered, according to that customer's purchasing journey.

Not understanding how the sales funnel works is another very common mistake. It is the entire process that the consumer goes through from the first contact with the company. If you do not understand how it works, the sale may seem forced and that customer will no longer see value in your product or service.

Do not use CTA (Call to Action)

Calls to action (CTA) are an invitation for the user to take the action you want, whether it's clicking on a link or downloading an e-book.

Not using or not using the CTA correctly can cause you to miss out on good lead generation opportunities.

Whether in your posts or on landing pages, use them wisely. Here’s a tip!

Not optimizing your texts

Use techniques of SEO will make all the difference in ensuring that your content is found, standing out in search results, organically. 

Organic traffic is an asset built in the medium and long term that guarantees an additional channel for your strategy, which does not depend solely on traffic generated in paid media. 

To do this, do keyword research with the content most sought after by your target audience and use it in your texts, titles, page URLs, images (image name and alternative text) and meta description.

Do not use email marketing

Contrary to what people say, email marketing is a widely used tool. If you ignore email in your content production, you are making a big mistake and missing out on many opportunities to generate leads.

Contrary to what people say, email marketing is a widely used tool. If you ignore email in your content production, you are making a big mistake and missing out on many opportunities to generate leads. 

Although these leads are already in your base, offering other “digital baits” helps in the purchasing journey process, making them take one more step towards the purchase. 

Another important tip is to take the opportunity to collect other data from these leads that will be used to qualify the sales team.

You can send newsletters, promotional emails and rich content. In other words, it can be used at all stages of the sales funnel, strengthening the relationship with your customer.

Remember to only send emails to those who have given you permission, never buy ready-made lists. Create attractive titles and have a responsive layout for mobile devices too. 

How to generate leads on Instagram?

Instagram is a social network with more than 2 billion active users, widely used by users looking for distraction and entertainment.

For this reason, you can imagine that it is not enough to just create a profile and publish photos and videos of products or services thinking that they will immediately generate leads and sales, right?

Lead generation on Instagram depends on your brand's authority, so it is very important to build your profile based on quality and authoritative content. This is the only way to generate leads from this social network.

Take note of these tips

Co-market

According to Resultados Digitais, co-marketing is shared marketing, a win-win relationship where two companies with the same audience work together towards the same result.

One brand benefits from the audience of another, for example, marketing partnerships that occur between airlines, hotels and car rental companies.

However, before inviting a company to be your partner, analyze whether it has a relevant audience, whether it has knowledge and published good quality content, whether it is a reference in the market and is not a direct competitor.

In co-marketing, one brand benefits from the other, as happens in partnerships between airlines, hotels and car rental companies.

Create a business profile

If your focus on Instagram is business, you will need to convert your profile to a business account.

With it, you can access metrics and analyze your publications, whether in the feed or stories, see information about your followers and add information about your company, such as opening hours, location and contact number.

Be consistent in your publications

To gain the public's trust and, of course, please the Instagram algorithm, you must be consistent in your posts.

 The result is more engagement and continuous lead generation, depending on your strategy.

Put a link in your bio

Structuring your profile correctly is essential to your strategy for generating more leads. Therefore, write your information in your bio correctly in a way that draws attention and is direct and informative.

And, under “website”, place a link so that visitors can contact your business. This is where you will place the materials that will generate leads.

Some digital marketing tools such as Linktree, allow you to put multiple links in just one and achieve a better result.

Humanize your profile

Don't turn your brand profile into just a product showcase. You need to humanize it, making sales a consequence of a good relationship with the visitor.

Show who you really are and that you care about your followers.

You can do this in the feed – with a post on reels, IGTV and stories – with sketches, short videos, question boxes and many other possibilities.

Use price tags on product photos

By using tags in product photos, you increase the visitor's purchasing impulse! 

Use hashtags correctly

Using the right hashtags helps spread your content to other users.

Search for your niche market in the app and choose the ones that make the most sense as you post your content.

A Tip: Don't use more than 4 hashtags per post and be careful with hashtags banned by Instagram (there is a list available on Google).

How to generate leads on Facebook

Facebook is one of the most widely used social networks in the world, with almost 3 billion users. Therefore, it should be considered in your lead generation.

It's not a rule, but people over 45 still use Facebook a lot, and our experience shows that it's an excellent channel for generating leads.

Just like Instagram, you can select the audience you want to reach using the advertising platform known as Facebook ADS. Facebook ADS is the way to advertise on both Facebook and Instagram, okay?

Tips on how to generate qualified leads on Facebook

Create optimized campaigns

To do this, you must know exactly who your persona is, knowing the characteristics of the consumer you want to reach, such as interests and behaviors.

You should also pay attention to the post format and the quality of the creative, which needs to attract attention.

Segment correctly

If you want to reach an audience x, you must target your campaign correctly.

You can do this using data such as demographics, interests, behaviors, among others.

This step is important so that you don't waste time or money, in addition to enabling you to achieve the expected objective.

Make an attractive offer

The goal here is to make an attractive offer in exchange for the visitor's data, which will become a lead.

Therefore, the offer must be attractive enough and generate a need for conversion, such as an e-book about your niche or a free class. And this depends on your type of business.

How to generate B2B leads

B2B (business to business) lead generation can be more laborious, as solutions targeted at businesses tend to be more specific. But even though it’s B2B, you’re still engaging with a person.

In addition to events and active prospecting, Inbound Marketing appears as a great ally in generating B2B leads.

 Create valuable content, such as e-books and newsletters, that directly address the customer's pain and help them.

If the company has a blog, for example, it can display a pop-up when the visitor moves the cursor.

In this pop-up, you can offer an e-book, an infographic or another type of rich material.

For the B2B audience, you should also invest time in learning how to generate leads on Linkedin: this social media is widely used in various segments.

How is your company's lead generation going? Now that you've read how essential it is, how about investing more time in it? Use our tips and get to work!

Read also

 Meet GS2 Digital Marketing

If you are looking to build a successful business, get to know GS2 Marketing Digital, an agency specialized in inbound marketing, with a total focus on results. 

We use the best digital marketing tools to produce assertive content with creative and notable actions. 

This seriousness and intelligence in digital marketing provides recognition from many of our clients, for whom we have become a lead generation and conversion machine. 

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