What is Lead Generation?
Has your evening ever been rudely interrupted by an unexpected call from a company you’ve had no previous association with? Same here, and we know how inconvenient this is. You can imagine the response to this disruption too. If there wasn’t a prompt slam of the phone, there was bound to be a drain on someone’s time – because cold calling isn’t effective regardless of whether you’re the recipient or not.
What if there was a way that you could convert strangers to prospects without the frustration of another rejection? Marketing can help you with that. In particular, lead generation aims to track engagement of users interacting with you to generate a full picture of just how they connect with you, so it feels entirely natural and less intrusive when you come to add them into your sales pipeline.
Lead generation occurs after you’ve attracted an audience, so for effective lead generation, you need to have your inbound marketing tactics in place to encourage that interaction from the moment someone steps into your line of fire.
Lead Generation comes in many forms…
Nothing beats a prospect seeing your brand in person (or virtually). Whether you host of a free or costed event (or virtual) event, you can guarantee that you’re giving something that people want if people sign up to it. So when people do sign up to learn more and attend, it’s a big indication that they’re wanting to get to know you.
As well as taking note of registrants and attendees at an in-person event, you can also set up tracking techniques to analyze where each attendee has surfaced at your event. If you have different vendors showcasing at your event, get them to scan an attendee’s lanyard to say that they had that conversation. Similarly, you can track engagement within your virtual event. So many webinar platforms have tools to study your audience in-depth – monitoring drop off rates, referrals and setting up Q&As all work towards painting a better picture of who’s highly likely to welcome a sales conversation.
2. Landing Pages
A landing page used for lead generation is for more than monitoring traffic – it’s the gateway to your new customer’s conversion journey. So you have to set it up to do just that: make them spend more time on your website.
There are a number of things you can do to make your landing pages as optimized as possible. For one, ensure that you have a clear action that you want the prospect to take. You have to have a heavy hook, minimal clutter and a punchy call to action in order to persuade a prospect to want to learn more. This means create scannable copy to keep the reader occupied and simplify your messaging. We’re not say write simpler English, but what we mean is that actually, fewer words speak louder than full paragraphs of text.
According to HubSpot, websites with 30+ landing pages saw 7x the number of leads than those with only 1 to 5.
3. Offer Incentives
Like events, if a prospect signs up to an incentive, they’re more likely to be highly interested in you than not. Setting up incentives is a good way to highlight the people who are engaging with you and have that propensity to buy… but something’s blocking that purchase.
Whether it be pricing, or they just need that little extra push in your direction, an incentive can be a great way to encourage previously hesitant but interested prospects to making that journey. And you’ll learn more about them too – with any incentive, their details are needed for your sales targets and to send out prizes. But you can also use them to your advantage. Along with their details and the incentive drivers, a picture can be set as to where they sit in their buyer journey. That means, when your sales team pick up the phone to them, they’re much more educated on that prospect and can have the relevant conversation.
4. Optimize Your Website
The crux of lead generation is having assets aligned to your strategy that you can measure engagement through, and what’s the one thing that’ll drive more traffic than anything else? Your website. This is a big one. Your website is your virtual front door, and the UX/UI is your shop-front staff. If your prospects can’t navigate your website, they’re going to drop off. And they may never come back. Even if you’re product is great, if you don’t market it right, there’s always someone who will.
The next step is to ensure that your website is enriched with content to not just keep your prospects on your site, but to capture their details to set the seal on that valuable engagement.
Placing gated content around your website is crucial to your lead generation strategy – only 4% of website users are ready to buy, so you need to make their time worthwhile for you.
5. Marketing Automation
Neither your sales nor marketing teams are willing to stick around at all hours of the day to communicate with prospects. But neither would your prospects want you calling them at all hours.
But what if there was a way to just press a button and automate that all for you? Well, no one can automate a call (unless you want to appear like scam with an automated call), but you can settle for email.
The beauty of marketing automation is that you can set the right content to travel to the right person at the right time. So when a customer engages with your emails, you can establish their intent by taking a look at their opens and clickthrough rates (CTRs) of particular campaigns.
All of these areas make up a full end-to-end strategy. While we’ve mentioned that these are all strategies in themselves, you won’t find optimal performance until these assets all speak to one another. Saying that, you can go into depth in one area and create a separate strategy in its own right. Consistency is key, so communication between your sales and marketing teams is also vital. If you want to learn more about how your sales and marketing can align, take a look at our other blog, “How can Marketing Boost your Sales Revenue?“.