A lead generation should be one of the main strategies used in digital marketing planning if you are looking for new sales opportunities.
Keep following the post and understand everything about the subject!
What is lead generation?
A lead is any visitor who provides contact information, such as email, phone number, etc., to your company in exchange for an offer, which could be a rich material, for example. When a visitor leaves their information, they become a lead and the goal is for this to become a business opportunity for your company.
Through forms or landing pages, whether they are to access valuable content, such as an e-book, or to request contact, you can obtain data from that visitor, ranging from their name and email, to even their personal telephone number, depending on the content offered.
Generating qualified leads happens when you understand who your target audience is and their person and produces appropriate content according to the stage of the purchasing journey in which the person finds themselves.
After all, there is no point in having several leads (contacts) if they are not qualified enough to become customers. But to understand how lead qualification works, you need to understand more about the sales funnel and the purchase journey, as it is perfectly normal that not all leads that enter the top of the funnel become customers, but it is important to have these steps mapped out to know how many leads need to enter the top of the funnel for you to reach X number of sales.
It is necessary to optimize your strategy and draw up a plan that aims at the quality of leads.
What is lead generation in digital marketing?
A Lead generation in digital marketing is one of the main strategies used to generate more sales opportunities.
With well-structured planning, rich content will be produced (e-books, checklists or guides) according to each stage that the lead is at in the sales funnel. It is important to emphasize that the objective is always to solve a pain or problem for people, and the content produced in the Inbound Marketing strategy always goes in the direction of this purpose.
In the first stage, it is time to offer valuable and educational content to the visitor, who will become a lead. Here the content is more comprehensive, as the lead is in the learning and discovery stage in relation to your market segment, he may not even know he has a problem yet.
In the middle of the bottom, or second stage, more technical and specific tips will be offered to the lead and, at the bottom of the funnel – third stage – qualified leads are ready to be approached by the sales team.
At each stage of the funnel, leads will leave even more valuable information for the final approach, which can be converted into a sale.
A multichannel lead generation plays a fundamental role in this strategy, since not all of your audience will be on just one channel.
On each platform, a type of strategy must be developed that aims to generate leads.
Generating leads on Facebook, for example, will often not be the same as generating leads on LinkedIn. You can even take advantage of content from one channel to another, but always adapt it in the best way possible for a different moment in your persona's life.
How to do lead generation?
One of the biggest doubts on this subject is how to do the lead generation.
There are several ways to do this, such as using digital marketing tools, which will cover everything from building the landing page (page to capture lead data) to managing this lead base.
With lead generation strategies, the brand will obtain qualified contacts, who, if guided and nurtured in the correct way, will become customers of the company.
Check out 4 tips we have put together to capture more leads and that are used in our daily lives. digital marketing agencies:
1- Produce qualified content
Once the persona has been identified, the brand must invest in creating content.
It should focus on what the persona is looking for, whether it’s answering questions or providing relevant materials that will spark interest.
And look, you don't need to talk explicitly about your product at this first moment. With the content marketing, you will be able to provide information about your niche and help that lead in a humanized way.
Increasing lead generation is a medium to long-term process, but it is worth it!
2- Optimize your content
One thing is certain: when they have a question about a subject, most people turn to Google.
And if your content isn't optimized, it won't appear as one of the first pieces of content to be shown.
To do this, invest in a strategy that includes the SEO – and this ranges from searching for keywords on the topic to the structure of your website. Although it is a long-term strategy, you will have another channel for generating leads and will reduce your dependence on paid channels.
3- Use landing pages, forms and pop ups
In order for visitors to access the rich content you have created, they will need to provide some information, such as their name and email address.
For this, you can make use of landing pages (capture pages), pop-ups (which is a window that opens in the browser when accessing a website, usually with a form) and the forms themselves, widely used on websites.
4- Invest in relationship marketing
Generating qualified leads works very well when relationship marketing is used within the company. Investing in relationships with leads that have already become customers helps qualify other leads, as these customers can spontaneously generate content and refer friends, which is very valuable.
This is because, when a customer recommends a brand to someone else, it is much more likely that that recommendation will lead to a future customer for the company, as people tend to trust people who have had a good experience with a particular brand.
How is your company's lead generation going? If you need help, let us know!