In marketing, lead generation is the first step in the sales process. Every sale starts with a lead. Leads are people who express intention to buy product or services. Lead generation is the act of soliciting inquiries from potential customer. Lead generation is the backbone of an effective marketing campaign. Continuous flow of fresh leads through lead generation helps companies to grow and thrive in today’s competitive world. Traditionally the leads come from various sources like telemarketing, direct mail, networking, referrals and events.
The internet changed the way marketers do business. As we move to digital age, digital marketing replace traditional marketing ways. While traditional marketing use tv, radio, billboards and print ads, digital marketing turn to digital forms like computers, tablets and smart devices. Lead generation also take the digital form, digital leads are converted online to a sale. Digital lead generation is a very efficient and cost effective marketing strategy for creating, qualifying and processing new leads which can be converted in a sale.
Goals of digital lead generation:
1. Get you found online through website, SEO and social media.
2. Connect with visitors
3. Engage visitors and keep them on the site
4. Convert visitors to leads by getting their contact information
5. Turn leads to paying customers.
6. Improve sales and increase profits
Digital leads are visitors who have shown interest in your product or service. A web visitor becomes a lead when he fill a form with information like name, email address and phone number. Visitor becomes a lead when he registers for a free trial for a product, a webinar or freebies. Or when he calls your business number or sent an email to enquire about your product or offer. This data is lead because this could result in a conversion or a sale.
There are several ways digital leads can be generated via the internet. Digital lead generation techniques include:
Website – is a representation of a business, home page should be of good quality to attract online leads. Design website with content that makes the best converting lead generation site in your niche market. Posting lead generation forms on every page helps to generate more leads.
Blog – regular posting of articles that provide customer solutions improve online leads. Blog post of value gives customers a reason to trust you enough to provide their basic information. Free e-books, whitepapers, research reports or service information grab attention and improve lead generation system.
SEO – search engine optimization increases the amount of leads through organic web searches. Once website gain visibility by showing on the top of SERP, more targeted traffic will be received.
Social Media – social media platforms are useful tools to collect online leads. Facebook, Twitter, Instagram and other social networking sites help build relationship with target market and generate leads.
Pay per Click Advertisement – PPC is a result based digital lead generation system. You only pay PPC ad when a web visitor click on your paid advertisement. This is the best marketing strategy if you want to assess the market before committing any form of product marketing technique.
Content Syndication – this is a content sharing strategy used to promote articles, news releases and whitepapers on other websites for greater reach and engagement. Content appear on third party sites and leads are directly deliver to you. This is a great way to keep leads coming.
Display Ads – advertisements displayed on selected online publication with large number of viewers. It is used to target different demographic or behavioral actions. Display ads help to educate potential prospects and drive leads to your site.
Solo Ads – purchasing online leads of another marketer to promote your product. This is the fastest way to build a list and generate online leads.
Companies are constantly searching for new clients that can benefit from their products and services. Digital lead generation has proven be the most targeted form of marketing ever. Marketing professionals today are increasingly integrating digital lead generation to their work responsibilities. Working on the overall goal of generating leads that convert into sales and increase profits become their priority.