WHAT IS LEAD GENERATION AND HOW DOES IT WORK?
Escrito por Sofia Natale
May 14, 2024
“Lead Generation” It is a concept that has recently gained much prominence in the field of digital marketing and refers to the lead generationLet's see what it consists of, how it works, and what strategies to follow in 2024.
What is Lead Generation?
Lead generation consists of the process of identifying and nurturing potential customers. interested in the products or services offered by your company.
A lead is the person who shows interest in what you offer. They are a potential customer. who is interested in buying your products or services and, in exchange, provides certain information such as their name, email, or phone number.
The more leads you have, the greater the likelihood of closing a sale. That's why it's so important to start working on lead generation as soon as possible.
Lead Generation for Businesses
The objective create a database of potential customers to then convert them into actual clientsIn other words, first you capture the potential customer, and then you nurture and mature them so that they make a purchase and eventually become a client.
Some companies skip this step and directly purchase lead databases. While this can be done, it is beneficial to learn how to capture leads through other methods to increase your chances. This process is not always easy and involves following specific strategies.
How does leads generation works?
Lead generation is fundamental for the success of any digital marketing strategy in businesses. However, for it to work, various phases must be carried out.
- Attract leads In this first phase, various digital marketing tactics are used to attract users' attention to the brand.
– Capture Potential Customers' Information: Through forms or landing pages, it is possible to collect basic information from interested users, such as name, phone number, and email address.
- Leads qualification: At this point, the quality of the leads is evaluated.
- Leads nutrition: At this point, leads are nurtured with relevant and high-quality content through emails.
- Conversation: The final part of the process is conversion, which is the process of turning a potential customer into an actual customer.
The Lead Generation Process
To capture leads, various strategies can be used, including:
- Advertising: One of the strategies that works best is to invest in advertising through Google Ads or social media to attract customers.
- Quality content: You can nurture potential customers with valuable content for the user, whether through the blog or via an eBook.
The best lead generation strategies
To achieve lead generation or generate leads, it is important that companies B2B and B2C adopt certain key strategies.
Effective Lead Generation Techniques in Marketing
1 - Create quality content
The first thing is create and promote useful content that attract potential customers through blog articles, for example.
You can also add a link to download a(n) in the sidebar or at the end of the post. infoproduct or ebook, which you can offer for free in exchange for the potential customer providing their contact information. In other words, in exchange for them becoming a lead. Some even promote it in the format of pop-up, intrusive but useful.
This type of content is useful and effective for generating leads, so it's worth considering in your marketing strategy.
So, to start building your database full of leads, you can begin with a series of email marketing. It is important to follow a good email generation strategy, personalized according to your different customer profiles.
2 - Improve your website's SEO
To capture leads, you need those leads to find you and know that you exist.. To achieve this, the next step is to invest in SEO to improve the visibility of your site in organic search results.
SEO helps you climb rankings on Google so that potential customers find your site and visit it before your competitors. It will also help you to attract qualified traffic. This is what we want! We want to qualified leads, because otherwise, they won't buy your product or service.
By optimizing your page for specific keywords and targeting a particular user profile, you'll attract them and have a better chance of converting the customer. That's why it's important to lay a solid foundation and do things right.
In addition to SEO, remember to optimize your CTAs (Call to Actions) , landing pages, and forms on your website. It’s important that everything is focused on capturing leads and selling. Carefully select the words you use to try to convince your potential client.
3 - Leverage the potential of Google Ads
Invest in paid advertisements investing in paid ads through platforms like Ads or social media is one of the best investments you can make for your business. It's an investment that, if you achieve to optimize well, can become very profitable.
This type of investment can be made with a small budget, depending on your budget and the leads you want to obtain. The most important thing is that the campaign is well optimized to achieve the best possible results.
4 - Build your brand, stay active on social media
Another way to generate leads is through social media. Nowadays, potential customers use social networks, and it can be a great way for them to get to know your brand and what you do. That’s why it’s essential to create a strong company profile and promote and share content..
It's an investment in time that can become very profitable. Even if you see that it isn't working or gaining traction at first, remember that it's a matter of time. You can also delegate the task to a social media expert.
5 - Organize a giveaway
The giveaways on social media work very well to attract potential customers. With a minimal investment, you can achieve great results. The key is to reach as many people as possible so they get to know your brand and talk about it.
For example, you could raffle off a weekend experience package for 2 people. Even if the package costs 60 euros, you could end up getting hundreds or thousands of leads in return. When you do the math, the cost per lead is very low.
Keep in mind that through this type of practice, you can gain a bit of everything, qualified leads and low-quality leads. Then you'll need to filter and run the email marketing campaign based on each type.
With work and patience, you will be able to create a good lead generation. Keep in mind that it’s not just about leads, but qualified leads. In other words, potential customers who enter and make a purchase.
Lead Generation B2B vs. B2C
In B2B, companies are identified as potential clients, and typically, longer processes are followed, focusing on more technical content and channels such as emails or direct outreach. In contrast, B2C is more focused on individual consumers, with greater emotional appeal and channels like social media.
An example of B2B is an agency providing services to another company. In contrast, B2C involves businesses like online stores. Since they are different types of businesses, lead generation strategies differ in each case.
Starting from this, we find significant differences in the strategies to be followed.
B2B leads generation
– Market analysis to understand the needs of the audience.
– Creation of educational and high-quality content to address business concerns.
– Participation in business events such as trade shows and conferences.
- Email Marketing.
– Use of professional networks and platforms like LinkedIn.
B2C Leads Generation
– Advertising through social media to reach a broader audience.
– Discounts, giveaways, and promotions.
– Consumer-focused content, attractive design.
– Segmented email marketing campaigns based on the customer's position in the funnel.
– Collaborations with influencers.
– Website focused on providing a better customer experience, making the purchase process easier.
The Importance of BGlobal
We hope this guide helps you implement an effective lead strategy. Remember to use the CRM Creatio to optimize your results.
Do you have any questions? We hope this guide on BGlobal is helpful for lead generation.
