Lead generation is an important component of the prospecting and ideally conversion process. This is the first step in the buying cycle. It allows you to broaden the scope of your market. So what does it consist of? And what process should you adopt to generate more leads?
What is lead generation?
It is a marketing term for a set of marketing strategies . It aims to obtain contact details who have expressed initial interest in a product or service. the lead is more than a simple advertising contact because he already has more or less a qualification . Lead generation is mainly used in BtoB marketing. But can also be applied in BtoC. It is also known as “lead generation or leadgen” .
Lead generation involves creating a dialogue with a customer. There are several types of lead generation:
- Outdoor: trade shows and fairs (promotions, draws);
- Teleprospecting: call centers that take incoming and outgoing calls;
- Online: websites, emails, social networks, blogs, etc. … ;
- Printing: advertisements with vouchers, etc. ….
But it is digital and digital technology that has made lead generation easier. Content marketing and inbound marketing are the most used methods in lead generation.
On what basis are leads generated and qualified?
Generating leads helps increase turnover. Lead generation can be carried out using two bases: demographic data and behavioral data. . Then the selection of leads is done using the technique called lead scoring.
Demographic data
This is information about the identity of the lead. Their sector of activity, their position, etc. data which will inform you about the profile of your interlocutor. This data will allow you to adopt an effective approach. This data is collected from the forms that the lead has completed for a download, a demo request or a registration.
A score will be established for each lead to know if they are your target audience.
Behavioral data
These are the signals observed in the behavior of the Internet user . This involves capturing expressions of interest in your site: downloads, long visits, etc. After having inspected the lead's center of interest on your site, contact them as soon as possible. Analyzing these behaviors will allow you to see where the lead is in the purchasing cycle. Don't forget to note the score of each lead, this time based on their behavior on your site.
READ ALSO: BtoB lead generation: How to attract new customers
The fundamentals of effective lead generation
The contents
- Generate traffic: you need relevant content. Which responds to the problems of the intended target is inboud marketing . Then relay your content on as many channels as possible: social networks, platforms, etc. Optimize your content using SEO ( Search Engine Optimization ) techniques.
Your positioning on search engines improves your visibility. - Transform the visitor into a lead: add links to your content but also Buttons that will call to action. The goal is to guide your lead towards maturation for conversion.
The position as well as the color of this button should attract the attention and curiosity of your visitor. Not all readers read to the end. So remember to put the button in the first paragraphs without hindering reading. Each stage is different: at the start of the purchasing journey, informative content such as the ebook is more interesting, while closer to a purchase the free trial is more attractive. - Guide to a dedicated page: on your website create a special page or a Landing page .
A page that provides vital information. This page only highlights the interest of the offer proposed by your company in exchange for contact details. Concretely, the characteristics of a landing page must contain: a clear title, a subtitle which reinforces the information, a visual (image), a clear description, a form to fill out (with the minimum number of fields so as not to bore the user). visitor). - Bring added value: to stand out, create premium content. Qualifying content that answers your target audience's questions and provides them with the help they need.
To do this, propose concrete solutions: White Paper, Ebook, test, free training, report, studies, etc. - Qualify the lead: in order to prioritize your leads, note them based on their implications for your site. This classification will allow you to conduct your actions on a case-by-case basis. The technique used is Lead scoring. There are marketing tools that will allow you to accomplish this task.
To create a successful lead generation campaign, use the right tools
The tools
To consolidate the lead generation process, your company's marketing team must rely on a formal system: lead generation tools. Indeed, they are necessary to organize the information collected about visitors.
- HubSpot: Free software that allows you to capture contact information. It imports data from the forms present on the site and saves them in a database. It also allows you to create lead flows;
- Hotjar : software that records the behavior of visitors on your site using heat maps. It also analyzes registration and feedback forms.
Your company's marketing teams must constantly: make attractive offers, make calls to action, differentiate themselves from competitors in order to attract new customers. The basics of lead generation mentioned above must continue to be refined to improve the quality of leads.
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