Generate Leads has always been been a key element for any business. That was the same before the Digital Revolution. Advertising – TV, Print, Radio, Tradeshow… – it has always been about growing the number of customers.
With Digital, things have changed as the face to face situation has almost disapeared.
However, the process of generating leads is still the same in 3 steps:
- Create awareness
- Grow the interest
- Generate the lead
Why is it so important to generate leads?
Isn’t it a waste of time and money to have people doing “cold calling when it is possible to have potential customers interested.
With qualified leads, you can keep your sales team busy doing the right things: Convert leads into Sales and Business.
Here we are talking about Qualified leads.
Venture Harbour have produced a very interesting contribution about this:
Avoiding the leaky bucket effect
Many B2B marketers spend a lot of time, metaphorically, pouring water into leaky buckets. Rather than fixing the bucket (the marketing funnel), they pour more water (traffic) into the bucket to keep it full.
This is a recipe for inflated acquisition costs and below-average results.
It is very interesting to see that Google will propose About 587,000,000 results for Lead Generation Strategies. All these websites/blogs will explain how to generate leads with more or less creativity.
But the vast majority they just forget the most important points: Your target audience
Imagine the cost of generating the traffic, collecting the lead, qualifying the lead and finally finding that this is not an interesting lead and just a waste of time.
Before starting a lead generation campaign, there are three important steps that are key:
- Build your target audience and do the correct profiling
- Check your message to make sure you hit correctly and efficiently your target audience
- Have the right form available to collect the leads. Forms separate your leads from non-leads, and have a huge impact on your conversion rates and overall lead generation results.
With this, you can develop your Lead-Generation Strategy:
- Identification of the channels
- What objective per channel? It is obvious to say that with Twitter or LinkedIn, you won’t have the same expectations!
- The right message for the right channel to achieve specific objectives.
And now you are ready to launch your campaigns and get Qualified leads that will grow your business at lower cost.
Some interesting links
- A very well documented and detailed article from Venture Harbour.
- An interesting step by step approach by leadfeeder highlighting aspects that you probably would not check before starting.
- Neil Patel is always a reference when the subject is about Digital Strategies, Digital Marketing… Again, here, his contribution is extremely interesting.
- The Crazy Egg whose objective is to “Make the most out of every visitor” has something to propose. And this is very good!