What is lead generation? Optimal lead generation attraction strategy
First, you need to understand what the definition of lead is. Lead is a familiar term in the field of marketing, which refers to any individual or organization that shows interest and interest in your business’ products or services in some form.
Unlike receiving a “cold” promotional call, leads will show interest in the product voluntarily. For example, fill in personal information through the registration form to receive incentives, trial or consultation, …
For example, you take an online survey to learn about car care. A day later you will receive an email from the auto company that created this survey. This is much less annoying than having the car company just call the ad without knowing if you’re interested in the matter or not.
From a business perspective, the information the car company collects from your survey responses will help them better understand and make it easier to provide solutions to your current problems. right. At the same time, they will not need to waste time calling customers who have no interest in auto service.
Types of leads in marketing
In addition to learning what a lead is , you also need to know how to categorize leads in marketing. Leads or leads are just one part of the broader lifecycle stage of converting from “viewer” to “customer”. Not all potential customers have the same characteristics and standards. There are different types of leads base on how they became a lead and their lifecycle stage.
Marketing Qualified Lead (MQL)
Marketing Qualified Lead (MQL) roughly translates to potential customers in marketing. These are the people who have left some basic contact information such as email, phone number through the marketing efforts of the Marketing team. For example, customers who have filled out a promotional form for an offer.
Sales Qualified Lead (SQL)
Sales Qualified Lead (SQL) simply means a qualified sales lead. These are people who have clearly shown an interest and willingness to make a purchase. For example, they filled out a form to ask a question about the company’s products or services.
Product Qualified Lead (PQL)
A Product Qualified Lead (PQL) is a potential customer who has used your company’s product and expressed interest in becoming a “paying customer”. This type of lead is often found in companies that offer limited free trial or version products. Based on giving options to upgrade, the business will earn PQL. Typically, customers use free software but often ask about features that are only available at checkout.
Service Qualified Lead
What is Service Qualified Lead ? This is a group of potential customers who have told your service team they want to be a “paying customer”. For example, a customer tells your customer service rep that they want to upgrade their product subscription or that they want to purchase a product. At this point, the customer service rep will upgrade this customer to a sales team.
What is Lead Generation?
After understanding what a lead is, we begin to get into the term lead generation. Lead Generation is about generating leads. Simply put, it is the process of attracting and converting “strangers” into leads. A few examples of lead generation tools are forms, blog posts, live events, coupons, etc.
These are just a few examples to create strategies that you can use to attract leads and drive them to interest in your product. You need to understand that you should find unique ways to engage people. You want to give them the convenience of being naturally interest in your company. In the end, it will make them feel exciting about the brand.
That’s the way to generate leads: attract customers and take them down the road to purchase.
Why do businesses need leads?
When a stranger initiates a relationship with your company by showing organic interest, the process of converting them from “stranger” to “customer” is much more natural.
Lead generation is in the second stage of inbound marketing . This happens after you’ve acquire an audience and are ready to convert those visitors into leads for sales teams.
The main purpose of lead generation is to make leads become your customers, generating revenue for the business.
What is the lead generation process?
Now that you understand what lead generation is and what a lead is, let’s take a look at the steps of the lead generation process.
Step 1: Visitors will discover your business through one of your marketing channels, such as your website, blog or social media sites.
Step 2: That visitor clicks on your call-to-action (CTA), such as an image, button, or certain message that encourages site visitors to take some type of action.
Step 3: The CTA will take that visitor to the landing page . This is a website designe to capture potential customer information in exchange for an offer.
- Note: The offer here could be something valuable like an e-book, sample product, trial course, etc.
Step 4: This visitor will fill out their information in the form in exchange for that offer.
In a nutshell, lead generation means a visitor clicks on a CTA that takes them to a landing page, where they fill out an offer form. Once the fill-in process is complete, you’ve got a new lead.
What is Lead? What does Lead Generation Marketing include?
Lead generation marketing is how you use marketing channels to drive traffic to your landing pages to generate leads.
Below is a chart showing the flow from advertising channels to convert visitors into leads:
You can also use a mix of channels to attract multiple leads:
Content marketing is a great way to attract users to a landing page. Usually, you will provide your customers with posts of useful information, free of charge. In there, you can place the CTA anywhere in your content (header, footer, main body, or side panel). If the visitor is satisfing with the content you provide, they are more likely to click the CTA to get to the landing page.
Email marketing is also a great channel to reach customers who already know your brand or product. It’s much easier to get them to take action because they’ve already shown interest through a form submission. However, email tends to be a bit cluttered. Therefore, you should use attractive and eye-catching CTA to attract attention.
The sole purpose of advertising is to get people to take action. Make sure your landing page and offer match what you promise in your ad and the action you want your visitor to take clearly.
The advantage of using blog posts to promote an offer is that you can tailor the content to the end goal. For example, if your offer is a video tutorial on how to set up Google Search Console , you could make a post on how to choose marketing metrics. This will make the CTA and the content more relevant and easier for users to access.
Social media platforms will facilitate businesses to attract followers to take action. For example, the option to swipe stories on Instagram or bitly URLs on Twitter.
Try the product
You can attract customers by offering trial versions of your product or service. When leads are using a trial product, you can entice them with offers or upgrade options to encourage them to buy.
Referral or word of mouth marketing channels are very helpful in generating large leads. This will make your brand popular with more people. This will increase your chances of attracting more customers.
Why not just rely on advertising to attract leads?
It is a fact that marketers or salespeople want to have a large number of customers quickly. Buying ads to attract leads (potential customers) will be much easier, takes less time and effort. However, why not just rely on that to attract potential customers?
The first and foremost reason is that these people don’t really know your business. Basically they just “opt-in” at some other site when signing up for something, not actually accepting anything from your company. Therefore, the messages you send them are unsolicited messages, which can be viewed as an annoying, intrusive behavior.
If they never choose to receive specific messages or emails from you, they can most likely flag your emails as spam. Once enough people have flagg your email as spam, you’ll be blacklisted. Additionally, your email deliverability and IP reputation may be affected. Therefore, it is much better to generate organic leads.
What are the conditions for evaluating leads?
As we shared about what a lead is, a lead or potential customer is someone who shows an interest in your company’s products and services. Here are a few ways that you can gauge whether someone can become a lead.
Measure the interest of your leads
Visitors will tend to leave information when they receive an attractive deal. Depending on each person, each situation, their level of concern will be different.
Consider the following specific situations:
- Job application: An individual is willing to share a lot of personal information on an application because they want to be considered for the position. This shows their interest in the job. Therefore, this person is qualified to be a lead for the company’s recruitment team.
- Coupons: If a visitor finds the coupon valuable enough, they may be willing to provide their name and email address in exchange. Although there is not much information, it is enough for businesses to know that someone is interested in their company.
- Content: Coupons may show an individual is directly interest in your product, but content (eBooks, webinars) may not. Therefore, you need to gather more information to determine if the person is interest in the product and is a good fit.
These three scenarios are examples of how lead generation varies from company to company. You’ll need to gather enough information to gauge which leads are eligible to convert. It is up to the business to decide how much information is enough.
Evaluation by scoring lead (Lead Scoring)
Lead Scoring is a method to quantify leads. When using this technique, leads will be assigned a numerical value or score to determine their position from “interested” to “ready to buy”. Different businesses may have different evaluation criteria, but need to be consistent in the Marketing and Sales departments to make sure everyone is working on the same scale.
Scoring criteria can be based on the action they took, the information provided, or the level of engagement. For example, you can give someone a higher score when they regularly interact with you on social media.
From there, helping you assess the potential level, you can actively adjust the evaluation process, track the right people, the right needs to increase the conversion rate. The higher a potential customer’s score, the more qualified they are to become a customer.
What is a lead generation strategy?
Depending on the social media platform, you will apply the right strategy to attract leads and create lead generation. You can also take advantage of the latest, tailored digital marketing trends to attract more customers. Here are a few lead acquisition strategies for some popular platforms:
Facebook Lead Generation
Initially, companies could use external links in their posts and profile information to attract visitors to the site. However, when Facebook Ads was born in 2007 and Facebook’s algorithms also began to give preference to accounts using paid ads. Now there has been a change in the way businesses use Facebook to attract customers. Facebook created Lead Ads for this purpose. Alternatively, you can also place a simple call-to-action button at the top of your Facebook page. As a result, you can bring your followers directly to your website.
Twitter Lead Generation
Twitter offers Twitter Lead Gen Cards, which allow you to generate leads directly in a tweet. Information such as the guest’s name, email, and Twitter username is automatically saved to the card. Then all they need to do is click the “Submit” button.
LinkedIn Lead Generation
Since its inception, LinkedIn has been increasing its stake in the advertising space. LinkedIn also created Lead Gen Forms that automatically filled in user profile data when they clicked on the CTA.
PPC Lead Generation
When it comes to pay-per-click ( PPC ), we’re referring to advertising on search engine results pages (SERPs). Google receives more than 3.5 billion searches per day, making the platform an important place for any advertising campaign, especially for lead generation. The effectiveness of this PPC campaign is mainly based on seamless user flow, budget, target keywords and several other factors.
B2B Lead Generation
B2B is a specific business model that requires a specific approach to create lead generation. It can be seen that SEO is the top resource for attracting business leads, followed by email marketing and social media. The effect will vary depending on the marketing channel.
Through the article, you can clearly understand what a lead is as well as how to create lead generation for your business. In addition, you can visit Top On Seek ‘s blog to learn more useful information about Marketing. At the same time, we also provide professional SEO services to help increase rankings quickly and increase conversion rates for your website.
Frequently asked questions about Lead
- What is Lead in Marketing?
Leads are individuals or organizations that respond to or show interest and interest in a business’s products and services after a marketing campaign. These people are consider potential customers, have the ability to persuade and make purchasing decisions.
- What role does lead generation play for businesses?
Building a list of potential customers (lead generation) helps businesses to identify customers that are really profitable. As you go through the process of sifting and advising shoppers through each stage, you can gradually weed out and eventually acquire customers who are willing to pay. Thanks to lead generation, you can clearly understand which people you need to focus on and optimize your efforts and costs.