Lead generation is an important step in the marketing strategy of businesses. The concept in itself is easy to understand. The challenge lies in the execution of your lead generation strategies. In some cases, marketers will find their process getting outdated even before seeing the results of their lead generation efforts.
If you think you’re stuck in your lead generation strategy, check out this checklist on how you can generate quality links:
Lead capturing is the process of collecting contact information about a prospective client to generate a lead. Once you have their information, you can then start working towards converting them into long-term customers. Here are the things you can do to capture leads:
§ Build an attractive offer to generate leads
Part of lead generation is offering your potential clients something helpful and relevant to them. This will help you encourage them to provide their contact information so you can use it to start converting them to paying customers, or whatever your end goal is. Your offer could be an eBook, discount coupon, templates, or checklists. No matter what your choice is, you have to structure your offers in a way that will pique your audience’s interest.
§ Create a lead capture page
Once you have your offer ready, the next step is to put it on the right page. Customers want to be redirected to a place where they can get what they want immediately. Your landing page will do this for you. It eliminates distractions and directs the customers exactly what they want. If they find value in your offer, there’s a higher chance that they’ll come back and consider doing business with you.
§ Optimize your website
If your webpages take too long to load, you’ll have lesser chances of capturing leads. If it has a lot of distractions, chances are, your bounce rates are going to increase, too. As such, you’ll have to ensure that your website is optimized for content and speed. Don’t forget to redirect your customers to a “thank you” page at the end of each action.
Whether we like it or not, not all leads captured are qualified leads. In other words, not all leads are actually interested in purchasing your products or services. Sometimes, people could only be interested in your eBook to use as a reference for their research, or it could be a competitor trying to study your process. The lead qualification process allows you to separate potential customers from flops, so you’ll know what leads to pursue or let go. Here’s how you can qualify leads:
§ Study the Potential Leads’ Profile
Before qualifying a lead, you have to determine whether they fit your supposed target customer’s profile or not. You can study their profile by asking them more about themselves. If you have a landing page, consider adding more fields in the form to gather relevant information about your customer. It could be the city of residence, age, or profession. From there, you can narrow your leads down and determine which one is more likely to be converted into a customer.
§ Evaluate their interest in your product or resource
Do a little digging on the leads you captured to determine their interest in your product. You can do this by asking questions through email, live chat, or by conducting a survey. Here are some of the questions you can ask:
- Are you looking to purchase one of our store’s products?
- Can I help you with our pricing plans?
- Do you want to learn more about [insert a specific topic]?
The last question is applicable if your lead downloaded an eBook or any other resource from your landing page.
If you get a “no” for all the questions, you can disqualify the lead and save the effort of nurturing them. If they haven’t responded to your inquiry, you can follow it up with another email. If they still haven’t answered your questions after multiple attempts, it’s likely that they’re not interested in your product or service, and the lead should be disqualified.
§ Ask about the prospect’s budget
In reality, not all leads can afford your top-end solution or invest in your product or service. However, money can be a sensitive topic when it comes to qualifying leads. When asking about budget, try to be subtle with how you ask. The easiest way to go about this is to ask what their ideal price range is. Once you get an answer to that, you’ll be able to gauge how much they’re willing to spend for a solution or product. By knowing what their budget is, the sales team will know how they can structure bids and proposals. It could also determine whether the prospect lead is qualified for nurturing or not.
Now that you’ve identified who your qualified leads are, the next step is to connect and build a relationship with your prospects. Here are the things you can do:
Map out the customer journey
A customer journey map is a funnel-shaped map that outlines the customer’s buying decision process. At the very top of the funnel is awareness followed by engagement, then evaluation, purchase, then ending in the post-purchase stage. Identifying which stage your leads are in lets you know what they’re currently thinking, asking, or doing. This, in turn, allows you to create better and more targeted marketing campaigns.
Create a targeted content for each phase of the customer’s journey
Once you’ve mapped out the buyer’s journey, the next step is creating content that addresses the needs of the potential buyers at a specific stage. For instance, if they’re still in the awareness phase, you could create blogging platforms, infographics, or videos to answer questions or solve problems your lead may have. Or, if they’re in the post-purchase phase, you could create a guide that will help customers with their new purchase. This ensures that your brand stays on top of their minds, thus encouraging them to continue patronizing your brand.
Launch automated and targeted marketing campaigns
Once your content is ready, it’s time to send them to your leads and customers. You can take advantage of marketing automation to help you do this to save time and human resources. Your marketing automation software will automatically send content based on what stage the prospects are currently at in the buyer’s journey. Tools like Marketo, HubSpot, and Infusionsoft are an excellent choice for launching your targeted marketing campaigns.
Measuring your lead generation efforts is vital because it tells you whether your strategies are working or not. Here’s what you can do:
Track Your KPI’s
Key performance indicators (KPI) are measures that let you track your progress for a specific marketing strategy or tactic. In the case of lead generation, the most apparent KPI you should track is the number of leads converted. Suppose only a small portion of the leads pursues the desired action. In that case, it could mean either of the two: your marketing campaign isn’t working, or you’re targeting the wrong audience. Revisit your marketing strategy and make changes, as necessary.
Other than converted leads, you should also consider tracking other lead generation KPI’s like cost per lead, customer acquisition cost, bounce rate, and average time on page.
Identify what channels are generating the most qualified and convertible leads
Find out which channels are the most effective when it comes to getting qualified leads. This will help you optimize your future lead generation campaigns and focus on the tactic that works best. For instance, if you’re getting more qualified leads in social media rather than PPC advertising, then shifting your focus on creating engaging social media content should be your priority.
Grow Your Business with the Right Lead Generation Strategy
Lead generation is an essential aspect of growing a business. Without making an effort to generate leads, it will be harder to find new customers, increase sales, and take your business to new heights. On the other hand, an excellent lead generation strategy gives business marketers a chance to effectively reach their target audience and increase the chances of converting them into long-term customers.
Lead generation can be challenging to execute. But with a little help and making a few changes to your strategies, you and your team should be able to generate high-quality leads. If you’re ready to expand your business and reach new customers, the checklist above can give you a head start.
Finally, don’t forget to keep testing your process. Make changes if possible. The more improvements you make in your strategies, the more high-quality leads you’ll be able to capture in the future.
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