“How to improve lead generation” is a subject that comes up often in discussions between marketing managers and on specialized websites or blogs, and for good reason.
For companies working in B2C and B2B , a well-designed and functional lead generation process can become the main driving force of your business. This explains why more than 60% of companies see traffic and lead generation as the most important challenge in 2021.
In this article, we are going to give you some effective solutions in order to optimize your lead generation process.
But before that, let’s go back briefly to what a lead is, and what lead generation is all about.
Define the terms “lead” and “lead generation”
In the world of digital marketing, a “ lead ” refers to a potential customer belonging to your target audience, and who shows some interest in the product or service you offer.
So, in layman’s terms, “lead generation” is the Romania Phone Number List process of attracting these potential customers to your business.
To “capture” these leads, that is, to take them the first step in what is called the conversion funnel, marketers employ different marketing methods and tactics; this is called lead generation marketing.
Why do you need lead generation?
When someone else initiates a relationship with you showing a natural interest in your business, the transition from “unknown visitor” to customer is much more obvious and natural.
Lead generation is the second step of the inbound marketing methodology. It happens after you’ve attracted an audience and are ready to convert those visitors into leads for your sales team (called SQL, or sales qualified leads).
Classic lead generation process
Now let’s go through the main steps of the lead generation process.
First, a visitor finds out about your business or brand through one of your marketing channels, like your website, blog, or social media page.
Then that visitor will click on your CTA (call-to-action), which is usually a button or message that encourages website visitors to take action through a click.
Once activated, this CTA takes your visitor to a landing page (or landing page ), usually a web page designed to obtain information about the lead in exchange for an offer of a certain value (download ebook, newsletter subscription, etc.).
Once on the landing page, your visitor fills out a form in exchange for the above offer. And There you go ! You’ve found a new lead, who will probably soon become a qualified lead, or sales contact.
In short: the visitor clicks on a CTA that takes them to a landing page. There, he fills out a form that contains personal information to get an offer, and at this point he becomes a lead.
To attract traffic to its website today, more and more brands are turning to inbound marketing, and its inbound / inbound strategies that promote the use of content marketing techniques, with a big effort on SEO natural and relevant keywords for a given industry, among others.
But what can be done concretely to adapt these inbound strategies to lead generation?
Here are some strategies based primarily on content that will allow you to vary your lead generation recipes, and even achieve satisfactory conversion rates.