A lead refers to consumers leaving their contact information to receive sales and marketing offers related to products or services from a brand. We can define the lead as potential customers, sales opportunities, users interested in products or services. Lead generation is a process that draws the attention of users and then enables you to get some information about them. It is the process of generating potential leads which might be interested in your product or service. Lead generation can be shown among the micro targets of brands or businesses. The main purpose is to make the collected leads turn into a real macro target.
The leads you obtain for both B2B and end-users are extremely important in terms of your sales and marketing activities. Because you have the opportunity to meet and inform users who want to get information about your product or business instead of random users, you can reveal your potential customers by generating leads.
In addition, some information you will receive while collecting leads can provide you with information about how to approach potential customers. Collecting 10 leads with high conversion probability can be more efficient in terms of time and cost from 100 users randomly. Now let’s talk about how to lead generation.
How to Generate Leads
The book-building process begins with your visitors discovering you through digital marketing channels such as your website, blog, social media accounts, and interacting with a message, button, or image that will stimulate them.
Visitors are usually greeted by a landing page. These landing pages contain content that explains your products or services, offers, features, contributions, why they should use it, and a form that will allow visitors to leave their information. Users who fill out the form and then leave their information are now a lead for you. A landing page is not indispensable in the lead collection process. Technically, you can also collect requests with the forms you add to any part of your website.
In short, there are two main components in the lead generation process.
- Driving traffic to your website.
- Trying to persuade them and obtain their contact information.
In the first step of the process, you should determine the channels that will drive traffic to your website. Although these channels may vary to your marketing budget and target audience, let’s mention a few of the effective channels that almost every business can try.
Prepare Customer Schedule
Before you grow your lead list, you need to get to know them thoroughly and make a schedule for it. A customer profile chart that ensures the correct evaluation of each added potential customer will make your job easier.
Modeling the Purchasing Decisions of Customers
Do studies about where and when the customer can buy your product. Model them. This modeling is called a sales funnel. The sales funnel essentially for measuring, managing your sales operations, creating forecasts, and improving processes.
Often times, sales funnels for B2B customers are complex. This is mostly because the products to be purchased contain high financial values. To make a decision, they need to do more research, compare all prices, and then choose the most ideal. So organize your entire strategy to get them back to you.
Search Engine Ads
It is an advertising model that enables you to reach your target audience through the keywords you specify in search engines (Google Advertising, Yandex, etc.). Since your ads will only be shown to users within the framework of the keywords you specify, it can be an effective channel that can bring quality traffic with proper planning.
Popular social media platforms such as Facebook, Instagram, Youtube, Twitter can be effective channels to drive traffic to your website due to the high number of visitors and users. You can attract traffic to your website by producing content on these channels, as well as attract visitors to your website by advertising with comprehensive targeting options.
By including a blog section on your website, you can produce content related to your industry that can attract your target audience’s attention and then convince them. You can also get organic traffic from channels such as social media and search engines with these contents.
Write down questions from potential customers or existing customers, and start creating content for them.
Using tools such as Semrush, Google Keyword Planner, you can determine the most searched search terms related to your products or services. You can attract traffic from search engines with the content you create for these search terms.
Sending mail to your registered users is one of the best ways to reach users who know your product or service. You can encourage them to use your product or service with an effective design and message. Activating users who have previously subscribed to your mailing list may be easier than other users.
You can also use email marketing to convert the leads you collect into sales. Sending automatic emails to your subscribers at certain intervals describing their product or service can mobilize them.
You can create a series of emails describing your products or services to expand your subscriber list. You can describe your products or services with automatic emails and give users a reason to share their email address with you.
Content is one of the most important elements in driving users. Think you are advertising to drive people to your landing pages. Even if your target audience is very well defined, this will not be enough to convince users and click on your ads. The content of your ads and your calls to action are very important at this point. Likewise, consider the users who click on the ads and view the landing page. The quality of the content of this page will also directly affect the proportion of forms filled.
Also, producing really quality content can allow you to present them to your visitors in exchange for an email address or phone number. Providing users with comprehensive and detailed content may increase their desire to consume this content. Thus, you will get a lead.
With remarketing campaigns, you can show ads again by targeting users who have visited your website. Thus, you can remind users of yourself and your services again.
You can set up these campaigns on Google Ads or social media sites. It is enough to add some codes to your website to be able to target the users who enter your website again. If you already have a Google Analytics account, you can start building remarketing campaigns using Google ads right away.
You can use remarketing campaigns not only to collect leads but also to support the journey of leads you take action to turn into sales.
Inbound leads are people who fill out forms or subscribe to your email list because they are interested in the services/products you display on any of your digital channels, landing pages, or blogs. These people have decided for themselves that they want to interact with your service and/or product.
Inbound lead generation is customer/target audience-oriented. It is optional, pending a request. It is targeted, and communication is 2-way. Sample marketing studies; SEO, SEA, Content marketing, Communication with authorized mailing lists.
Outbound leads are people you reach out to, usually via cold calling, social media, cold email, or phone calls. They may not know you yet, and chances are they have never seen your website, blog, or another service before. It may be necessary to convince these types of leads to interact compared to inbound leads.
Outbound lead generation is marketing/communication-oriented. It is not targeted. Communication is one-sided. Sample marketing studies; Cold call, Cold email, Street activities (fair, stand, etc.)
When generating an inbound lead, you attract the attention of your target audience and expect them to take a step (magnet), but when you are generating an outbound lead, you push your target audience into a communication.
FAQ on Lead Generation
Lead; people who do not purchase the company’s product or service but are likely to purchase it in the future.
Lead Generation is extremely important to businesses. It allows you to increase your brand awareness, sales, and profit rates. You can ensure that your potential customers turn into existing customers.
The effectiveness of your lead generation methods varies depending on the digital channel you use and the target audience.
It is divided into inbound and, of course, outbound lead generation.
Outbound lead generation is designed to influence the purchasing decisions of the target audience of brands. Inbound lead generation can be expressed as increasing brand awareness with the content produced.
Conclusion on Lead Generation
We can summarize lead generation as the process of finding a potential person or company for a new business, agreement, or sale, and the whole of the work done to gain new customers. Lead generation studies are very important for the growth of your business. If you liked this article, we recommend you to check out our other blog posts, including the one on the best call to action examples. After all, that will be your next step.