In the field of web marketing, lead generation has recently acquired a key role for all those companies that want to launch themselves into market conquest. A company that aspires to be competitive cannot simply limit itself to increasing the sales of those who are already customers, but must look at new and potential contacts Through the Internet.
Just because you have a business site does not automatically mean you have web traffic, and it does not mean that this traffic is then composed of people who are truly interested in the offering. That's when companies are making a strong commitment to the so-called lead generation, strategies aimed at attracting new contacts who might be interested in a brand's products to turn them into new customers. Let's go over what lead generation means and what are the main tools to take advantage of it.
What is lead generation and how it works
Lead generation or contact generation is the set of marketing actions that a company implements to win new users in a certain target audience. Generating contacts means finding data about people hypothetically interested in an offer to convince them to buy through the buying process known as conversion funnel.
Leads are not just prospective customers; they are people who, with a little effort and attention from the company, can easily become new consumers and perhaps loyal customers.
All this, however, as long as the company demonstrates that it can meet their needs by defining a solid bond and trust. It then becomes vital to be found by customers and bring them to the company through a new way of promoting products that focuses on more engaging online communication.
Categories of leads
Speaking of possible new contacts, it is good to say that there are different types of leads:
- Marketing Qualified Lead (MQL): these are the contacts found by the marketing department who are not ready to have a call from the company. This is, for example, the person who fills out a form on a landing page;
- Sales Qualified Lead (SQL): these are the contacts who have performed actions indicating an interest in purchasing. An SQL is thus a person who has filled out a form to receive information about a service/product;
- Product Qualified Lead (PQL): these are people who have already used a company product and have expressed a willingness to become consumers. This is the case of those who have enjoyed a free trial or free version and are inclined to upgrade the product.
Lead generation and MarTech
The best method for doing lead generation is to follow the entire buying process, i.e., the funnel or funnel, during which a person who knows the brand (lead) becomes a prospect, thus an entity with a more concrete interest. Each company must demonstrate that it is a viable stakeholder, and to do this, it is necessary to work on content and meanwhile, coordinate all useful techniques to nurture this relationship.
Within the work of lead generation, however, digital technologies have a special place, referred to as MarTech. In fact, the real effectiveness of marketing is linked to digital platforms, although the starting point from which to begin is once again customers. To become more complex are mainly the software and the attached digital processes. Let's see which tools are best suited for doing lead generation:
- Squeeze page: known as opt-in pages, one arrives at these pages by clicking on a banner or link. They are usually landing pages developed not to sell, but to convert anonymous visitors into a list of identified contacts whose name, e-mail, and telephone are at least known. The most common squeeze pages are popups, URLs and exit intent.
- Contact form: are a classic method of lead generation still in vogue today. It is always useful to include a form to fill out with a few basic information inside trafficked pages to entice the user to action via call to action;
- Chatbots and live chat: such a tool is of great help to the most demanding clientele. Live chat and chatbots must be available at all times and unobtrusive and are essential to lend a hand in real time and gain the person's trust;
- CTA (call to action): call to action is a kind of call to action to a site visitor to perform a certain action that will be a symptom of their interest in the brand. The CTA allows marketers to achieve various purposes, such as signing up for an event or newsletter;
- SEO: Obviously, the best mechanism for generating leads is to increase the organic traffic that comes from search engines, and to do this, it is essential to optimize text and content from an SEO (Search Engine Optimization) perspective. To rank at the top of the SERP, it is not enough to choose the right keywords, but you will also need to control the structure of the site, external links and so on.
The main techniques of lead generation
Very often the success of a lead generation strategy depends on a proper mix of outbound marketing consisting of paid search that aims to promote the brand and inbound marketing that aspires to increase brand credibility.
Below we have the main techniques being deployed today to generate leads:
- Content marketing: creating and sharing editorial content is useful for developing more traffic to the website, sourcing user data and turning spending intentions into actual purchases. Whether it's videos, photos, blog posts or something else, the important thing is the quality Of content, always defined according to SEO rules;
- Social media marketing: Social media is a great filter for refining research and making lead generation strategies more efficient. Use Facebook and other platforms is an excellent choice for meeting an already segmented audience interested in one's services. LinkedIn, on the other hand, is the preferred tool for obtaining leads in the B2B sector;
- Pay-Per-Click: many times to shorten the time frame we rely on theonline advertising. In fact, the Pay-Per-Click formula allows you to pay only for customers who actually click on a certain advertisement. Of course, Pay-Per-Click is quite expensive and cannot be the company's only lead generation mechanism;
- SEM: SEM (search engine marketing) campaigns are very important in working on organic traffic to the website. Buying higher positions and thus visible at the top of the results of a query enables the enterprise to attract potential customers by carping on search intent;
- Display advertising: display advertising includes all those advertising activities such as pop-ups, banners and buttons found within online content. These strategies are ideal for promoting items and services as well as producing new leads;
- Remarketing and retargeting: These online advertising methodologies distinguish users according to past actions of interest, such as searching for a product on our portal without concluding the purchase. In particular, they take advantage of the cookies tracking to follow visitors, who will be shown our ads to prompt them to buy;
- E-mail marketing: e-mail marketing is still a valuable tool for doing lead generation effectively. Certainly, for campaigns of this type, one must have contact lists to cultivate over time to convert leads into customers. In addition, e-mail marketing lends itself well to the marketing automation, using software such as Mailchimp and HubSpot.