Thanks to the internet, consumers have many different product and service options at their fingertips. Incorporating lead generation strategies into your marketing and sales approaches can really help your company stand out.
What is a lead generation strategy?
Lead generation is the process that companies use to attract prospective customers, or leads, to their product or service with the goal of turning their interest into sales. Lead generation strategy meaning, therefore, refers to the specific plans and approaches businesses take to generate these leads.
What are some lead generation strategies?
Lead generation strategies in digital marketing are especially beneficial for companies looking to reach more technologically savvy prospects and build long-term relationships with them. Content marketing is a top strategy that focuses on creating valuable, engaging content – such as blog posts and articles, videos, and infographics – that will attract potential customers. Part of what makes content marketing so powerful is that, when you regularly update content, visitors continuously return to your website, and additionally, content is accessible for years to come. This also increases search engine optimization (SEO), which is another key strategy. Optimizing your website so that it is more visible on search engines is a great way to increase traffic and generate leads. Social media marketing and pay-per-click (PPC) advertising are two more strategies that increase brand awareness and traffic to your business pages. Email marketing is also a major lead generation strategy because you can periodically remind potential customers of your value by sending helpful content directly to their inbox. If you’re not sure where to start, there are several lead generation strategy templates available. Check sites like Mailchimp for email and landing page templates and HubSpot for templates that capture CRM data, calculate conversion and close rates, or help you plan and organize blog posts and content campaigns.
What are the 4 Ls of a lead generation strategy?
A more comprehensive lead generation strategy that incorporates a variety of tools and techniques is referred to as the 4 Ls of lead generation strategy and includes:
- Lead capture: The truth of the matter is that the majority of visitors to your website won’t ever return. Therefore, you have a limited amount of time to attract their interest and obtain their contact information. While there are some lead generation tools that can capture information without an individual filling out a contact form, one of the best ways to entice people to give you their contact information is to use a lead magnet.
- Lead magnets: Lead magnets are tools that provide a lead with something of value in exchange for their contact info. Typically they are free and can include free trials, ebooks, templates, demos, and more. Focus on creating one or two high quality lead magnets that are worth the exchange and can be incorporated into your website and social media profiles.
- Landing pages: Landing pages are another great tool for collecting contact information and can be used in conjunction with lead magnets. These pages usually exist separate from your website and give leads a place to land after clicking on an advertisement or other types of marketing materials. Because they are separate from your website, they can be more personalized to the audience you are targeting.
- Lead scoring: The final L is a technique that assigns points to leads in order to qualify them based on their interest and engagement levels. Lead scoring is a way to focus your time and attention on nurturing the leads that are most likely to turn into sales. Lead scoring is an important B2B lead generation strategy because it gives your company real-time feedback on where leads are within the sales funnel and on how effective your marketing efforts are. Yet a shocking 79% of B2B marketers haven’t adopted lead scoring for their company.
What is an example of lead generation?
A powerful example of lead generation is establishing a blog on your website. Publishing well-written, informative blog posts and articles on a regular basis is an excellent way to showcase your expertise and give potential leads a reason to keep returning to your website. Make blog posts easily shareable, so you (and your customers!) can share them across a variety of platforms.
Utilizing a variety of lead generation strategies is a beneficial way to increase your company’s visibility and generate more leads. Find ways to incorporate some of these strategies into your marketing efforts in order to grow your business and increase your sales.