Nov 25, 2021
What is lead generation?
Generating new leads is important for any business. It’s not always easy and a strategy that works for one business might not work for another.
Definition of lead generation
Lead generation is the process of identifying and capturing interest in your service or product.
Lead generation can take many forms including your website, blogs, emails, radio ads or social media posts. Methods have been adapting and evolving throughout the years to follow trends to ensure they are still engaging.
Online lead generation
Generating leads online typically involves collecting a visitor’s contact details, it is commonly done with a lead magnet on your website.
A lead magnet is where the customer will exchange their details for something that they perceive to have high value to them, such as a useful and informative Ebook, guide or signing up to a webinar.
Lead magnets work best when they are specific and provide a solution to a customer’s problem.
If we take it back a step, you need to attract traffic to your website first. There are several ways to go about this, here are some common methods:
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SEO – optimise your website for search engines so you appear and rank higher.
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Social media – post content or pay for ads that lead your audience to your website.
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Display ads – these appear on third-party websites and could be banners, images or a video that includes a URL link to your website where a customer can learn more.
Offline lead generation
Not using the internet to generate leads is still very much a valid method. Offline marketing can still be just as powerful in some situations.
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Print advertising – advertise in newspapers or magazines.
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Direct mail – write a letter for a more personal approach.
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Event sponsorship – get your brand in front of a target audience.
Combine both!
Being visible through several channels is recommended, it’s very unlikely a customer will commit and convert after seeing something about you once.
By combining online and offline you will reach a far wider audience – increasing your chances of generating leads.
After obtaining details
When you have obtained details of qualified leads, it’s time to start nurturing them to convert them. You want to remind them and persuade them about your offerings.
Nurturing leads can be done through nurture campaigns, this is when emails are sent out over time that encourages your leads to take action.
Having a call to action in your emails are recommended and will give direction. It could be a link to click on or to get in touch to discuss your services further.
