Lead generation can be as simple as blogging or as sophisticated as Adwords. Digital selling not only challenges the existing insight about the most efficacious sales processes for today, but also presents practical solutions based on experience to generate greater success in this fast moving, highly competitive world.
How do you use social media and the web to generate leads and sell more? Digital selling is about leveraging the power of digital media to prospect and nurture leads in an effective way and as a result, create sales opportunities.
There are many easy to use or easy to follow options now in reaching your target market. You can pay for the easy to follow lead generation advertising offers by LinkedIn, Facebook, or Twitter if you want to work smarter, stay connected, and target specific audiences.
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However, if you really want a sustainable method of getting your leads that would save you dollars in the future, I would advise you set up a blog and attract the right leads or visitors to your site. This system works best if you think more of quality and less of quantity.
In generating leads, you only want to get those who are really prepared to buy your product or hire your services. You want sales prospects who have money in their budgets with the influence and authority to make a purchase decision.
This would mean eliminating those who are merely browsing or doing research and who have no intention to buy. The technique is to think strategically about your customer’s buying process, and get creative with your possible criteria options.
If you want to grow your business, you should start with content marketing campaigns, brand awareness, blogging and inbound lead generation. Ultimately, generating highly profitable leads is possible when you have a clear understanding of who your customer is.
The lead generation efforts and process can significantly impact the success of the business in the marketplace. In developing your plan about getting highly interested leads, you need to conduct an intensive review of your sales performance, channels, brand exposure, content quality, and customer engagement.
Depending on where they are in the buying cycle, they may be thinking about buying or shopping around or considering alternatives or ready to buy. Whatever their stage, they have a genuine interest in your product or service and are considering you as a viable option to meet their needs.
What is lead generation?
Do you actually understand the meaning of lead generation? It is important that you grasp the concept of the entire lead generation process as well as the sales cycle to achieve a sustainable and competitive advantage.
Let us start with defining what a lead is. A lead is a person who has shown interest in your product or service in some ways and whom you can identify as a potential sales contact.
Lead generation is the initiation of the consumer interest or inquiry into products or services of a business. The interest is highly shown when the individual provides contact information.
The lead generation marketing is one technique most digital marketers used to get people raise their hands and say they are interested in buying or learning more about the product or service.
This approach will provide you a good perspective about how to create a content that can resonate with your prospects as well as differentiate your brand. When you are in the business of generating leads, you need to nurture them.
Lead generation marketing is a way to generate what you can call as marketing qualified leads who are legitimate, honest, and actionable. Having the true intent to buy, the money and the authority, and are serious about evaluating your product or service is a good sign for possible purchase.
Just in case you haven’t known, the companies that have the most use for lead generation marketing are those that acquire sales through a website or sales staff.
Any company that owns a direct sales process and/or a direct sales force, either an internal sales force or a field sales force, will receive significant benefits from using lead generation marketing tactics.
The company’s direct efforts in marketing and sales really drive the business. The challenge for these companies is to make contact with the customers who have a need for their products and to build a personal or business relationship with them.
With a very specific target market, you can enjoy almost a 100% recognition, such as Fluke calibrators and waveform generators. Companies like Coca-Cola and Delta Airlines may need branding or building brand awareness, because their target audience includes everyone.
Have you defined your target audience? Most brand awareness/ lead generation dependent companies use a combination of brand awareness and lead generation marketing. Usually, this kind of company has numerous competitors and also, potential customers in their target market.
So, which one are you? The larger inbound marketing methodology occurs after you had attracted an audience and are ready to actually convert those visitors into leads for your sales team. One good way to attract strangers is to use good keywords in your blog and social media posts.
The lead management process includes a number of phases such as lead generation, lead qualification, lead nurturing, lead allocation, lead harvesting, and lead tracking. You need to learn how to manage these phases effectively and efficiently in order to convert more prospects into customers.
Lead management is a very complex process and crucial for the company to turn its prospects into customers. To stay current and competitive, many businesses use various kinds on online content, from news releases and ads to product demos, catalogs, and case studies, in order to influence potential customers.
Today’s savvy, sophisticated consumers will always try to seek out various types of online content, depending on what stage of the buying cycle they are in. You need to build a customer driven sales cycle that is both content and internet driven and create an effective, comprehensive strategy. Setting up a blog can be a big help for you.
Brand awareness and making the right impressions
Brand awareness marketing can be a bright idea, which is a kind of thinking outside the box stuff. You can focus on creating impressions and then broadcasting those impressions in ways calculated to reach as many consumers as possible.
An online marketing B2B lead generation blog may amplify your reach and sort of humanize your business. Blog advertising creates an opportunity to show some personality of your company and your brand in an appealing and engaging way.
What is the use of Google Plus, Twitter, LinkedIn and Facebook on your kind of niche? How do you generate and nurture highly targeted leads through social media? Have you even considered reading how LinkedIn had grown its business?
Effective lead nurturing is all about accelerating leads through the consideration process. Other lead sources are social referrals, banner ads, PR stories, educational presentations at conferences, and many more.
Create messaging and content for each persona and trigger combination. Each time you publish a content, you add to a collection of content relevant to your business. These blog posts can support your products by developing best practice guides, FAQs, and repurposing the content.
Initiating a blogging strategy can send a significant volume of leads your way. The blog will attract leads and leads will come. Designing your blog with this in mind makes it easier for you to drive them into your sales funnel.
Make sure your blog has multiple, clear methods for visitors to contact you or make a purchase directly, if possible. While you continue to blog and appear in search engines, you may even find that the number of your visitors continues to increase.
Each of these visitors may be a relevant lead for your business, so it’s essential that you provide multiple paths for them to convert. Blogging conversions typically occur through a variety of calls-to-action that direct the user to a landing page where they can make a purchase or contact your sales team.
Your blogging sales funnel starts with a search engine and referring traffic directing the visitors to your posts. After the visitors read your posts and wish to do business, they click a call-to-action that leads them to a landing page. The landing page allows the visitor to convert.
Designing your blog, your calls-to-action, your landing pages, and writing your content with this sales funnel in mind helps you increase conversions through your blog.
The first step is understanding what content is going to drive traffic to your blog from the search engines and other referring websites. This is best accomplished by identifying keywords that are relevant to your business, that have large search volumes, and by targeting other social mediums and blogs that could drive content to your business.
While you write your content, you want to syndicate and promote the content throughout your social networks. You may also consider connecting and commenting on other blogs of influence within your industry to try to drive traffic to your site.
Driving relevant traffic to your site should grow the number of leads, and ultimately, the number of conversions to your business. Balancing the demands with hard work on a limited budget – Tweet them?
The secret of marketing greatness is at your fingertips. Learn how to attract customers with simple social media tactics, data analysis, reporting methods, and keen content creation insights.
One trick is to employ the tactic of microsegmentation to individualize and customize the content in tweets and email campaigns. The aim here is to generate higher revenue with lower marketing budgets.
Remember that business is all about relationships, which is the most critical part in creating sales leads. Relationships and user engagement reduces the sales cycle.
With the new technology and awesome automated tracking these days, you are able to analyze data in real time to optimize and improve your conversion strategy. The idea is to use the social media in delivering quantifiable results.
Social media buzzfeeds
How do you use the social media and the web to generate leads and sell more? The social media gives you the leverage to reach more people and share your content to engage interesting people.
You can distribute video without the need for a media organization and can have your opinion listened to, beyond your small network of friends and family, without them being carried by newspapers, radio or television.
Have fun connecting with these leads and connect in a powerful way – converse! Unless you establish clear budget guidelines, you’ll waste time on social platforms with no ability to really move the needle.
Set limits on how much money and time you are going to spend on small platforms. With experience, you’ll learn what to expect for ad cost, click through, and conversion rate. Establish benchmarks for efficient cost per fan, cost per lead, and cost per order metrics.
Those who have indicated they are interested in your products or services are called hard leads or direct response leads. Those who have provided their contact information in exchange for nonproduct related content are called soft leads or indirect response leads.
Direct mail with a personal touch
Designing your direct mail to drive leads farther down your funnel can be overwhelming. One thing for sure, you need to be a good copywriter to get those clicks and not become a spammer of your own rights.
Discover the do’s and don’ts of a direct mail engagement. The key to effective direct mail is approaching it in the right way and integrating it with other outbound and inbound lead generation strategies.
Depending on your mode of attack and how you target your list, direct mail can be highly personal and creative. 73% or the US consumers said they prefer direct mail for brand communication, because they are able to read the information at their convenience.
The more specific you can be with your goals, the more you can target and segment your audience and the more it would be easier for you to develop a creative approach. The most important element of a direct mail campaign is ensuring your mail is highly targeted to the correct audience.
There are 5 types of email you may want to use namely, awareness, consideration, conversion, product usage and loyalty. You need to focus on building a sizable email list using the following service providers
- Constant Contact
Email marketing is about expectations. To build and meet expectations, you need to carefully think about your content and sales funnel. Most compelling newsletters did a great job of mixing messages and updates.
As a rule of thumb, a friendly update can further your relationship with your readers. By providing value, you boost your credibility through good information. This is the new currency of today’s marketplace.
Difference between a website and a landing page
The design, look, and feel of your landing page is highly critical to your leads generation and conversion. Landing pages are totally different from websites.
Most websites and blogs are about education and information while the landing page is about action. When a visitor lands on the page, the landing page clearly directs the person to take the next action.
The action could be signing up, taking a free offer, or buying the product. Keep your landing pages simple.
If the landing page is simple and clear, there is a higher likelihood that the visitor will engage and take the action. If the landing page is too crowded with ads and the navigation is too complicated, there is a big tendency the visitor will do nothing and leave the page.
Minimizing the length of the form is the key to increasing your conversion rates. One trick is to reduce the fields of your signup form.
Leads interact with your page and engage on your call to action. Your call to action is the way you drive them to take the next step.
It is important that the design of your landing page optimizes the user experience. What is the purpose of your landing page? This destination URL seeks to convert visitors to customers.
As much as possible, do not redirect your landing page. It should display the same URL as the webpage shown in your ad. This means that they have the same domain.
This prevents clicking on a URL that leads to another website, which is not relevant. Always keep in mind that the landing page experience creates an impression about your brand, which you may promote by fostering trustworthiness through transparency.
From tweets to the landing page
As your prospects journey from the posted tweets to your landing page, you should maintain the excitement as much as possible and not trick them to end up in a redirect page of no relevance.
The headline and the content should be clear, concise, and complement each other. Review the grammar and spelling. Put on trust indicators such as testimonials or certificates.
Use a strong call to action such as “Download Now – Free!” Make a list of strong call to action and match them with your content.
Your call to action buttons should stand out and place right below the call to action. Simplify your page and go easy with the links that may distract your users. Simplicity is the key.
Images and videos create a positive impact and give an extra push to the product. It is recommended to use attractive, relevant images.
Keep your call to action always above the fold where there is no need to scroll down. Place it in a place where the eyes of the viewer just scan without the need to scroll down.
Don’t forget to run an A/B test, change copy, and experiment on the call to action to see which one works for your prospects.
Rothman, D. (2014). Lead generation for dummies. John Wiley & Sons.
Scott, D. T. (2013). The new rules of lead generation: Proven strategies to maximize marketing ROI. New York: Amacom.