Most people know about Digital Marketing but there also another and effective way to grow your business rapidly and that is lead generation marketing. Everyone want’s to grow their business rapidly.
The question here is What is Lead Generation Marketing? It is an action, capable of generating a list of any future customers interested in the products or services offered by a company.
Specifically, it is an action that involves several steps:
Interest the customer through the most disparate marketing and communication strategies (be it an image, a video, a blog post, a short promotional message or any other advertising message).
Obtaining data: this is a delicate phase in which the user, who will become a future customer, must spontaneously provide his / her data. Spontaneity is necessary, and the user must not feel deceived or forced to give this information.
Otherwise, you will get a counterproductive bounce rate effect, the so-called bounce rate or even abandonment rate, from the landing page or more generally from the interest addressed to the company and its proposals.
Creation of contacts: the real goal of the Lead Generation is to create a list of contacts that, transformed into an organized database, will be used by the company marketing system for market research, targeted advertising activities with a high conversion rate, and possibly resold.
Lead Generation Marketing is the ancestor of word of mouth. In recent years, there has been growing interest both in delving into the topic of what is really meant by Lead Generation and above all what it is used for.
Everything starts from a significant change in the market: it went from a time when companies were looking for users to entice them to buy something, to a time when it is the same users who are looking for the products they need. , mainly on the web.
This change of users, who have replaced a passive attitude with a decidedly active one, responds to the new needs that have emerged in recent years: online sales have significantly increased, a phenomenon previously limited to certain countries and certain social classes, now within reach of all.
Although some users (especially those older with age) still have some diffidence in buying via the Internet, and in general towards all forms of direct bargaining mediated by a screen, now online sales and interactions have spread the wildfire.
We have all, at least once, bought on the web! The fact that the market has moved to another platform, the network, has changed sales and marketing strategies: this is how the Lead Generation Marketing was born, to which the concept of Funnel is linked ;
The Funnel, an English term meaning funnel, is a straightforward and immediate method to make people understand how web marketing works. At the top of the funnel are the users’ visits, obtained through the contents of simple and immediate consultation.
When sufficient traffic has been obtained, the latter is directed to those contents that serve to generate Lead. These are followed by even more engaging content that manages to transform Leads into prospects. At the end of the Funnel, there are those contents, and the coupons are an example, which creates sales.
WHAT IS A LEAD GENERATION?
As long as a user wanders around the web undisturbed, he remains an anonymous user. Although every move he makes can be recorded and somehow channeled towards a very large acquisition process, that user will not be a Lead, at least not before he has done something else.
I click on a Call to Action, and I can become a Lead (just think of the monitoring pixels); I insert my data in a newsletter, I can become a Lead; fill out a form to receive information about a product or service.
I am a Lead; I buy a product, I am a Lead, I am also a customer, but I am indeed a new Lead for other similar products; a Lead is a number in a database that describes the public potentially interested in becoming a customer.
A Lead is a link that can be directly used to reach the sale or valid to identify and define a large number of new Leads: as in the case of retargeting (phase before Remarketing in which to define new audiences for their advertising campaigns).
The time between the visit on the website and the actual purchase is long enough, and it can take months for a user to convince himself to buy the product.
Remarketing is a type of online advertising that allows you to “follow” users based on their previous research and actions on the internet, in the event that the product they had searched for has not been sold. It is precisely the Remarketing that can increase not only conversions but can be useful in expanding the target audience and in generating new and increasingly convertible Leads.
A good Remarketing strategy is the basis of a Lead acquisition campaign that wants to contain expenses and be on the safe side. Suffice it to dwell on any data of advertising campaigns in Remarketing or not and notice the differences in CTR between one and the other.
Referring to the Lead Generation, in the first case, there would be significantly lower “costs per Lead” than the second with the consequent possibility of optimizing the budget for audiences potentially already interested in our offer.
LEAD GENERATION AND LEAD NURTURING
Lead Generation is a winning marketing system because it does not just create new users but possible customers who will most likely buy the products or services of the company that uses this system.
Compared to past market strategies, which had a unilateral relationship since they preferred only the needs of the consumer or the company, Lead Generation has a decidedly innovative approach because it is a winning strategy for both the consumer and the company.
The consumer does request and obtains the desired information. In contrast, the company communicates directly with its target audience. The real novelty of Lead Generation is that it aims to offer a list of contacts with tags with a high probability of conversion.
Its purpose is not limited to simple sales but focuses on creating long and lasting contacts with potential customers. This is because, over time, the method of purchase has also changed; users are used to being bombarded with communications, promotions, and sales requests.
Lead Generation manages to be a winning strategy because it starts with a skimming of contacts, up to keeping only those interested in the product or service offered by a company.
It manages to increase profits by sending promotional messages to users who are already at least interested, rather than sending them to an infinite series of users whose degree of interest is unknown (where there is one).
Once the contacts are obtained, the difficult phase of Lead Nurturing takes over: in this phase, we try to create a close relationship of trust with the possible customer, striving to know him and understand his needs.
Specifically, Lead Nurturing is the communication activity carried out in the period from the first contact request of the user to the actual purchase. As for Lead Generation, Lead Nurturing also has several steps:
Knowing the public: in this phase, it is necessary to analyze the list of contacts collected during the Lead Generation to identify the needs and needs of users; on this basis, it will then be useful to create subsections or sub-categories to send them specific communications.
Use all possible channels: to always keep the interest of users alive, it is necessary to use all possible communication channels; among these in the first place there are emails, but often the telephone is also used, not to mention social networks such as Facebook and LinkedIn that allow providing a quick response to the user.
Identify the stages of the purchasing process: users are not all the same; everyone has their own time to decide, as well as to buy. We must learn to distinguish users’ reactions, analyzing their interactions with the company’s messages, trying to understand the degree of interest and participation.
This can be easily monitored through the email marketing programs that allow you to control the open rate of the emails sent and the percentage of people who have opened the link inserted in the mail. In this way, the company will be able to improve its target and its communication.
Define the objectives: To be able to obtain results in any area, it is necessary to establish objectives, in the case of Lead Nurturing these are:- Inform the customer, creating a relationship of a trust aimed at making him understand the professionalism and quality of the products and the services that are offered;
Make the Brand known, through messages that must be constant and not always linked to the final sale, in order not to stress the user;
Get customers interested in the company’s activities and convinced that they have solved their problems with it;
Turn customers into promoters of the company: if the customer is satisfied, it will turn into a useful word of mouth for friends and acquaintances.
If a company manages to find a way to structure this word of mouth, contacts will be even more comfortable, because the company is referenced by its customers (there is no better advertising than a satisfied customer).
Like Lead Generation, Lead Nurturing is not a collection of specific indications capable of converting immediately: it needs its time to be able to bear the best results. The contact must be nurtured, educated, and his interest must be conquered until he feels ready to buy.
SOME LEAD GENERATION TECHNIQUES
A Lead generation strategy can be implemented through multiple systems:
Company blog: the creation of a company blog is one of the most used Lead Generation methods, a business blog is an excellent tool that allows you to do content marketing, that is to be found by hypothetical and future Leads instead of going to look for them.
To have a blog that has a positive impact on the growth of Leads, it must be a blog full of compelling, high-quality content.
The ideal would also be to open a section for user comments, and this would allow you to create a closer relationship between the company and the possible customer, assuming that you have the strength and intention to be present in the discussions;
Insert social buttons: on the blog or the company website, the inclusion of social buttons would allow the company to follow users even on the platforms that are used most days, such as social networks; social media marketing has a lot of benefits.
Create a newsletter: undoubtedly emails are a very effective method to reach a large number of users and possible customers, every company should use this system.
Propose a free trial: the free trial of a service or product offered by a company is a beneficial method of approaching users, creating trust in them and perhaps managing to turn them into possible customers.
Propose a survey: a survey is a handy tool for knowing the needs and tastes of users, thus directing the company’s target towards the right path.
Use of infographics: always because users are not all the same, some may find it annoying to read a very long article and instead prefer infographics that are more immediate; the most useful strategy would be to use all possible variants (videos, short reports, long articles, infographics) to satisfy all users.
Use of webinars: webinars are online conferences held by a company on topics that are particularly important for the company. They are instrumental in Lead Generation because they allow establishing a real dialogue with users, who can intervene during the conference and ask questions.
Based on the type of questions, the company also manages to realize the needs of users, trying to satisfy them will be able to transform them into future customers.
Inserting a simple contact form: it has been repeatedly noted that users are more encouraged to fill out a simple contact form rather than one full of fields. To overcome this problem, it is necessary to create a contact form that has only the required areas such as name, email, the reason for contact.
In Lead Generation, the contact between company and user must be as easy as possible. All of these strategies are indirect ways to increase traffic on a website. But what creates Leads are the people who sign up to the site and leave their data; so-called Lead Magnets are used to make this happen.
The Lead Magnet are informative material or of great interest to study the users who receive them; they have the most disparate forms, often they are ebooks, PDF guides, infographics, videos, or free webinars.
The type of Lead Magnet varies according to the target of the company, the product sector, and also according to availability. The most important thing is that the result is qualitatively positive because they are investments that a company makes to receive a huge profit: Leads.
As can be seen from this list of strategies inherent in Lead Generation Marketing, the latter is a path of loyalty with a huge advantage: more than the purchase itself, it offers the possibility to generate further Leads and therefore even more purchases made from contacts qualified and long-lasting and not occasional users.
REQUIREMENTS FOR LEAD GENERATION
Lead Generation brings many benefits, but to implement it, conditions must be met. Among these, Lead Generation should require minimal effort for execution and maintenance after the departure period. A fundamental factor that allows a successful Lead Generation is the Landing Page, literally the landing page.
The Landing Pages are the engine of the Lead Generation system machine, and it is thanks to these pages that site visits can be converted into Lead, by filling in the form.
Navigators are conveyed on the Landing Pages to transform them into Leads, through registration forms. Creating an Effective Landing Page is the key to obtaining excellent results in a Lead Generation campaign. The useful steps for an Effective Landing Page are:
The use of the same promotional messages used in all elements of the battle;
Simple registration forms and with only the necessary fields;
Effective slogans ;
Place Call to Action visible and clear.
The importance of the Thank You pages (or thank you page ), which open at the end of a registration process, was also noted.
They have a double value: they are used both to make the user understand that his registration has been successful but, also and above all, they make him feel considered and pampered, that his contribution has been truly valuable.
Landing Pages should not be confused with the classic homepage of a website: the difference lies in the fact that the Landing Page is created with a specific purpose, unlike the homepage, which is the initial page, the presentation of the company’s brand. It is usually built with links that refer to other areas of the site that deploy the various business activities.
The homepage is created with the idea of encouraging exploration of the site, as opposed to the Landing Page which has a single purpose and does not want to encourage anyone to abandon it unless after entering their data.
Within the Landing Page, the message to be sent must be clear: message match means the consistency of the message, that is, the effectiveness of the landing page in strengthening and completing the message presented in the clicked link to reach the one same page.
If once the page is opened, the message is not consistent with the initial one. There will be a bounce, a bounce effect, and the page will lose possible customers. To create an impactful Landing Page, you need some elements such as:
The unique sales intent: this section includes the main title which is the first thing the user sees, which is why it must be strong and highly effective since its purpose is exactly that of encouraging the user to continue reading.
The explanatory subtitle can be the direct continuation of the title or an extension of the message; the reinforcing sentence that is useful to reiterate the offer; finally the concluding speech which once again reaffirms the uniqueness of the proposal.
Multimedia content that can show the context of use, that show the product or service in action.
Advantages of the offer: a detailed explanation of the advantages and characteristics of the offer.
Evidence: all those actions aimed at increasing the credibility of the offer, such as the testimonies that are of great impact on the public because they immediately and greatly increase the trust in the product/service and offer.
Call to Action: a decisive slogan, with words like ” free ” that always have a certain effect, that is impactful, and that makes the customer understand that he has found what he was looking for.
When creating a Landing Page, the user must always be kept in mind. It is the latter to decide whether that Landing Page affects, and that is why it must be consulted, he must suggest any changes or changes.
For this reason, it is useful to insert a forum, a section for comments, or even just an evaluation scheme so that his voice will be listened to and correct those characteristics that did not help the effectiveness of the Landing Page.
Even on the web, the customer is always right, and by virtue of this inalienable right, he must ever listen to it. The Lead Generation system must be able to obtain essential Lead data, such as names, email addresses, and also be able to understand the real interest of users.
Another very important factor is the trust that users have in the company and in the products or services it offers; this trust is created during the Lead Generation process and then allows the conversion from user to customer. Without trust, Lead generation could not exist.
HOW TO MEASURE THE SUCCESS OF LEAD GENERATION
The main factors to consider to measure the success of a Lead generation initiative are:
The cost that each new Lead has for the company;
The expense made by the customer for his first purchase;
The number of conversions that took place as a percentage, that is, how many users have transformed from Leaders into Leads, qualified and lasting contacts;
The residual value or the average amount of total sales that each new customer brings.
Lead Generation does not present any kind of inconvenience: it is a very valid marketing strategy and able to offer excellent results over time.
As in any other field, perseverance is required to succeed. When using strategies like that of Lead Generation, one cannot have the silly pretense of immediately seeing the fruits of a system that needs its times (or rather, users’ times) to blossom.
What can be guaranteed, for sure, is that regardless of the type of company, the type of product, and the type of service you are going to offer, once you have tried this marketing strategy, you will not regret it. Lead Generation is undoubtedly a fundamental element in the broader marketing strategy.