Lead generation is a marketing process of creating content, driving traffic, and converting it into leads. These leads are then qualified to be passed to the sales team.
For example, a business might offer an informative white paper in exchange for contact information. This is a popular way to generate leads and build brand awareness.
Today’s consumers have limitless information at their fingertips – through podcasts, videos, blogs and social media. To attract and convert these prospects, marketers must create content that addresses real needs and pain points.
This content must also be presented in a way that makes it easy for potential leads to provide their contact information. This can be done with landing pages that offer an incentive like a free demo or ebook.
In addition, marketing departments need to make sure that the leads they pass to sales are qualified based on their alignment with a company’s user persona. This is often accomplished by leveraging Customer Relationship Management (CRM) software tools.
Social Media Management
Social media management involves managing clients’ social media accounts, analyzing performance, and creating a strategy that will help grow their following. It also includes implementing brand guidelines, managing comments and responses, and providing regular reports on the success of campaigns.
A lead gen business focuses on finding qualified leads for client businesses by collecting visitor information through landing pages and nurturing those interested until they’re ready to buy. This can be done through a variety of methods, including content marketing, SEO, PPC, and email marketing. It also requires marketing skills like campaign planning, graphics and web design, copywriting, and outbound calling skills.
Today’s consumers have limitless information at their fingertips. They are exposed to brands through a variety of sources, including podcasts, blogs, social media and live events.
Effective lead generation requires a well-defined process for increasing awareness, building community relationships, capturing and qualifying leads, and ultimately passing them to the sales team. A dependable process increases the credibility of marketing and ensures a return on investment for marketers.
Using email signup forms to offer premium content (ebook, white paper, checklist) is one of the best ways to organically grow an email list. Make sure the subscription form is highly visible and easy to find.
Pay-Per-Click (PPC) Campaigns
PPC campaigns are used to draw in customers through paid ads that appear on search engines. These ads are based on specific keywords that are related to a business’s product or service.
PPC ads should be linked to landing pages that give information directly on the topic of the ad. For example, if someone clicks on a PPC ad for “ladder,” they should land on a page that gives in-depth information about ladders and how to use them.
Nurturing leads is a lengthy process and requires constant marketing and sales alignment. This includes using data management platforms like Adobe Audience Manager to create targeted remarketing campaigns.
Search Engine Optimization (SEO)
Search engine optimization (SEO) is the practice of optimizing a website to rank higher in organic search results. This is done by creating and maintaining relevant content, improving the site’s architecture and coding, and attracting inbound links from other websites.
Unlike paid ads, organic search results are not directly influenced by a business’s marketing budget. As such, this is a highly competitive area of digital marketing.
Some B2B businesses use lead generation to encourage prospective customers to provide their contact information via a web form. This allows them to nurture those leads through email marketing, before reaching out to them directly.
A lead generation process increases the credibility of marketing and shows sales teams there is a tangible return on their investments. It also helps marketers identify the type of leads most likely to convert and prioritize them.
Many online entrepreneurs build proprietary lead gen businesses, where they generate leads for a specific end service provider. For example, Sally’s Solar Panels might hire a proprietary lead generator to promote their services to people interested in solar panels.
Others may purchase existing lead gen websites. Lifestyle Larry, for instance, would be interested in buying a lead-gen website Lead Vanguard to grow his ad agency business even further.