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Lead generation describes the marketing process that is implemented in order to capture and convert interested customers.
Lead generation describes the marketing process that is implemented in order to capture and convert interested customers. Today, lead generation is often associated with digital channels. With an emphasis on technology within today’s society also comes a plethora of information that is presented and available online. These new occurrences warrant new strategies that will give rise to lead generation.
In order to build a lead generation strategy, you must first know what a lead is. Simply put, a lead is an individual — or organization — that expresses interest or intent in what you are offering/selling. This interest is expressed by sharing information such as:
Differentiating inbound lead generation from outbound lead generation is important. Although there are negative stigmas attached to outbound lead generation, both techniques can generate leads successfully. The two terms can be defined as follows:
The two terms have two general similarities that include:
Ultimately the differences between the two lead generation techniques are different through factors including:
Not all leads are going to fall in line with what a business is after. To ensure that the leads have a high probability of becoming customers, there are certain characteristics that they must possess such as:
There are specific steps that occur throughout the process in order to generate leads. The steps go as follows:
The days of traditional media outlets have come and gone with all the available information via technology. As such, various online generation platforms have taken over since the shift away from traditional media outlets. That is not to say that traditional media outlets are unimportant or unnecessary, but a combination of both is crucial. The buying process has changed, and marketing organizations need to find new ways to reach specific niches. If you are excluding a facet to generate leads that competitors are utilizing, you are being left behind and not performing to your full potential.
There are steps to put into place in order to build a good foundation for generating leads from individuals that come across a webpage. While simply implementing these facets will help, continually monitoring and updating them accordingly is essential to overall lead generation success.
If a company is not using Search Engine Optimization (SEO) within the organization, they are missing out on a great opportunity to organically create traffic that helps them rank well for hyper-relevant terms that can advance to potential leads. SEO facilitates lead generation by increasing a site’s ranking for keywords specific to a business based. SEO companies also offer link building services to improve rankings through authority. When an organization has its SEO in order — and they are continuing to monitor it — they will generally appear higher in the search engine results page (SERP). When you appear higher in the SERP, a consumer sees your organization sooner.
Email marketing is considered one of the most effective ways to generate leads. Email marketing refers to the method of creating leads by sending commercial messages to a person — or group of people. By utilizing email marketing, organizations can increase overall brand awareness, reduce marketing costs, create personalized content, and grow an email list that progresses into qualifying leads as well as converting them.
Once an organization has a basis of customers, they can use content marketing services in order to keep current customers informed. This strategy includes a focus on creating valuable, relevant, consistent, and authoritative content to not only cater to an organization’s audience and attract new demographics, but also to divert qualified traffic to more narrowly-targeted content as well as converting pages. While any attempt at quality content is a step in the right direction, the way that you present the topic needs to spark interest through relevancy. Some good ways to create the best content are: