Are you starting to wonder if there are other ways of attracting new clients without having to wait on referrals or break the bank on advertisements?
Well in this article we will cover one of the many ways businesses of all sizes can increase their client base.
But first, let’s lay the groundwork with some must-know definitions before moving on to the how-tos.
What is a lead?
The simplest definition of a lead is any individual or business that has shown an interest in your products or services by leaving their contact information.
We have all come across an offer for a free downloadable ebook, that’s only accessible by giving out our email addresses.
If you have ever provided your email address for content you found interesting or useful then you are more than likely a lead for that company.
What is the difference between an MQL and SQL?
An MQL or marketing qualified lead is anyone that has shown interest in the content that you have posted and also fits with your buyer persona.
If you want to know more about buyer personas or want easy to use templates then click on here
Their interest shown can be determined by one of the following:
- Views.
- Likes.
- Comments.
- Shares.
- Leaving their contact information.
Generally speaking, an MQL is someone who is at the top of your sales funnel, who needs to be nurtured with relevant content to start considering buying your products or services.
After a prospect has been familiar with your brand and is at the decision phase they can be categorized as an SQL or sales qualified lead.
This transition occurs when the marketing department deems that the prospect ticks all the boxes of the buyer persona and is ready to buy.
The marketing department then passes on this prospect to the sales department to nudge them towards crossing the line and convert into a paying customer.
So to summarize the biggest difference between an MQL and SQL is the intent of the customer. Find our PPC Sydney service to increase your Google presence.
What is lead generation?
Now that you have understood what a lead is and how they are categorized let’s define what lead generation is.
It is the process of increasing your database of potential customers by either convincing them to leave their contact details or by using retargeting methods that involve the use of tracking cookies.
If you are interested in learning more about the latter option, it is extensively covered on this page.
A great lead generation and prospecting tool that has proven very useful is Lusha.
Lusha enables you to find someone’s contact information by inputting one or all of the following criteria:
- Full name.
- Job title.
- Location.
- Company name.
You can also enable it as an extension, find who you’re looking for on Linkedin,
Lusha will then provide you with their email address and phone number.
Try it out for yourself here.
Why should you care about lead generation?
First of all lead generation is the best way of growing your business and brand awareness.
That’s why 53% of marketers spend at least half of their budget on this one aspect.
Lead generation is an effective marketing tool that can give you an insight into your customer’s wants, needs, and pain points for you to cater your approach accordingly.
Through this process not only will you grow your list of potential customers but you will also have a custom audience filled with prospects that are actually worth pursuing.
Having a custom audience will significantly cut down the cost of advertising, as you won’t be aimlessly shooting in the dark but instead, you will have a clear target to set your sights on.
If you need more facts and statistics to be convinced how vital this part of your business should be, click here.
How to successfully implement a lead generation strategy?
The first step in creating a successful strategy is to produce powerful lead magnets.
The following are some examples of lead magnets:
- How-to guides.
- White papers.
- Cheat sheets.
- Video courses.
- Website widgets that “pop up” and offer additional content by signing up.
If you would like to read more on lead magnets click here
Next, post your lead magnet on the relevant social media that your audience is likely to come across it. Make sure your lead magnet appears at the right place, time and catered to the right audience that you have specified in your audience persona.
You can increase your magnet’s visibility by either boosting it or investing extra funds for it to appear as an ad format.
Once they have clicked on your lead magnet they should be led to a professionally made landing page that should include:
- An attention-grabbing headline.
- The body text should have this format:
- customer’s pain point.
- Agitation of their pain point.
- Your solution
- the outcome/benefit of downloading your lead magnet.
- A clear CTA or call to action.
- A form for them to leave their contact information.
Strategic landing pages are used by 68% of B2B businesses to acquire leads, so developing one that stands out and solves your customer’s specific needs is crucial to your lead generation’s success.
Conclusion
The three most commonly used B2B lead generation strategies are:
- Blogs (86%)
- case studies (42%)
- customer success stories (36%).
As 80% of all search inquiries are informational, it is crucial to provide inquiring traffic with content they will find valuable. In the process of doing so, you will assert yourself as a trusted source of information and authority figure in your respective industry. The tactics we have previously discussed will increase your prospect’s chances of turning their searches from informational to transactional.
As Eric Bower brilliantly said:
“Making your prospects feel like they have an exclusive membership in a club makes lead generation a positive customer experience.”
The process of lead generation involves research, technical knowledge, and marketing experience to successfully get your products or services to the right audience, on the right platform, and at the right time.
If you would like to discuss how we can help you get underway click on the image below.
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