Section 4.08 Leads Generation

Module 4

Lead generation is a fairly core activity to marketing – Chris Brogan

Lead Generation

Lead generation, or the marketing activity of generating and capturing interest in a product or service in order to establish a sales pipeline, allows businesses to nurture leads until they’re ready to buy. Any type or size of organisation can benefit from lead generation.

Lead generation has been around for a long time, but methods have evolved from finding a client early in their sales cycle and sending the sales team their way to finding a customer later in their sales journey. Because the self-directed shopper is bombarded with information, it’s critical to come up with fresh, innovative ways to break through the clutter and reach out to potential customers. Instead of relying on mass advertising and email blasts to discover customers, marketers must concentrate on being found and developing connections with their customers. Marketing is undergoing a significant transformation in this age of information abundance.

You can raise brand awareness, create relationships, produce qualified leads, and entire business by implementing a lead-generating campaign. The higher the quality of leads you send to your sales staff, the more likely they are to convert into sales. By demonstrating actual results and proving yourself to be a valuable member of the revenue team, you are helping your company expand while also increasing the credibility of your marketing department.

Service vs Exchange for Customer Data

Today’s world runs on data: Data is increasingly a traded commodity, and customers all around the world are getting better at bartering with it.

At the risk of preaching to the choir, one of the pillars of modern marketing is the ‘value exchange’ between brand and consumer, which is simply the trade of valuable data for meaningful experiences.

But, as definitive as ‘value’ can be in economics, it is ultimately up to the recipient (the consumer) to determine, not us (the brand/company).

How to Generate Leads with Your Digital Marketing

The digital world has altered how we do business, and marketers must keep up with their prospects’ demands by putting up a well-oiled lead generation machine.

Leverage Paid Social

For lead generation, social networking can be an effective tool. You must invest time and effort in establishing an engaged audience in order to convert those individuals into leads if you want to be effective at acquiring leads via social media. The first hurdle is determining which tool is best for your company. On Facebook, Twitter, LinkedIn, Instagram, and even Pinterest, you may run sponsored social ads.

Because Facebook is used by the majority of internet users, roughly 84 per cent of marketers use it to drive traffic and generate leads. Contacts can input their information without ever leaving Facebook using this ad format.

Optimise Your Site for Local SEO

Organic search is, without a doubt, one of the most effective long-term lead-creation methods. It’s challenging to know where to begin with over 200 parameters influencing how Google ranks your website in SERPs (search engine results pages). Spending effort optimising local SEO is significantly better for lead creation. According to WordStream, 72 per cent of customers who conducted a local search went to a retailer within five miles of their search area.

Local SEO will enable your company to reach out to the nearby community and assist users in finding you when they need you the most. As mobile continues to grow in popularity, local SEO can help you attract more clients to your front door.

Start by double-checking your NAP (Name, Address, and Phone) on your website and in listings like Yelp, Facebook, and Google My Business. Another fantastic idea is to invite satisfied customers to post a review or make it easy for them to do so. Without spending a dollar, reviews on third-party platforms boost your chances of being discovered by qualified prospects. In addition to your location, state, or neighbourhood, make sure your website Title Tag includes a main keyword you want to rank for. Allow some time before putting your business to the test by conducting a keyword search and seeing where you rank.

Utilise Search Engine PPC

Pay per Click is known as PPC, it allows businesses to bid on keywords to show their advert in Google search results. PPX is also known as Google Ads, a business only pays when someone clicks on the business ad to visit the business website.

They act like a marketing funnel with those already interested in your product or service. Traffic is driven directly from a search engine to your site. The ad creates awareness of your brand, inclusive of a well-written ad and an optimised website (SEO strategy).

Segmented Email Marketing

Email marketing, despite being an older approach, can be a very effective tool for reaching out to prospects or upselling to existing clients. It’s critical to alter your email marketing plan to target specific segments of your consumer database by personalising your messaging. Marketing automation is a common way to help marketers deliver highly targeted emails to leads automatically. Leads can be placed into a workflow that is synced with your CRM so that whenever they fill out a website form, they are nurtured with material that matches their individual interests. Follow-up emails with unique content and a CTA (call to action) to subscribe to your blog could be included.

What Is a Potential Market?

Your potential market is made up of demographic groupings that aren’t current clients but may become such in the future. They may become your consumers as a result of you expanding your product or service offerings or as a result of you selling your existing products and services in new ways and to new categories of purchasers.

How Potential Markets Works

Potential markets are critical to your company’s long-term success. Every company has a group of target customers who make up a portion of the market. While you can continue to sell to these clients in the future, identifying the potential market you need to target is one of the finest methods to expand your business.

You can do the following with potential markets:

Identify new clients to ensure the future of your company.
Consider how your company can develop and alter in the future.
Demonstrate your company’s potential to investors or colleagues.
Boost your revenue.
Make a backup plan in case the economy or market changes.

Types of Potential Markets

There are four types of potential markets:

You market new products to your existing consumers.
You advertise new products to new customers.
Marketing of current products to new buyers.
Marketing of existing products to existing buyers.

Consider every target group you now sell to, as well as those you haven’t yet targeted while identifying your new potential markets. Determine what they have in common, new life stages that will affect their purchasing habits, and where they overlap or differ from your present clients.

Marketing questions

Consider the past, present and future and ask the following questions,

What other items do my customers require right now?
What other items and services will they need or want in the future?
Who else could benefit from the things I’m currently selling?
What demographic characteristics do that new group and my present consumers share?
What demographic characteristics do the members of this new group share?

These questions can assist you in identifying new ways to promote your present products or services, as well as new products and services to sell.

The lead generation process starts by finding where your target market ‘lives’ on the web – Wayne Davis

Summary

Lead generation or the marketing activity of generating and capturing interest in a product or service to establish a sale.
Today’s world runs on data as a trade commodity.
Consider the past, present and future to ask questions
Four potential markets, combinations of new and existing customers, and old and new products.

4.08 PROJECT GROUP WORK

4.08 LEAD GENERATION AND CONVERSION .docx

4.08 Lead Generation Ninja 4.08 Lead Generation Checklist