Lead generation is the process of generating consumer interest in a product or service with the goal of subsequently increasing sales. You generate leads by collecting contact information from website visitors through various channels, such as web forms on landing pages. This is something that all companies that sell products or services online should do. Let’s find out how lead generation works and how leads turn into customers.
What is lead generation
Lead generation is the process of attracting potential customers and collecting their contact information. The company creates a value proposition and strengthens recent mobile phone number data the brand to attract new people and move them along the sales funnel. Leads are people who have shown interest in the product or service being promoted.
Typically, leads receive a marketing message after interacting with a company. For example, by providing their details for a trial version or subscribing to an email newsletter. However, you can also generate leads using cold sales, calling people in the hopes of getting them interested in the company’s offer.
Lead generation goals
An organization without a lead generation strategy is like a shoemaker without shoes. It is necessary for all brands interested in sales. Revenue and business growth depend on the whims of the target audience. Potential customers may not even know that a company exists if it does not generate leads.
The main advantages of lead generation and lead nurturing:
- expansion of the sales market,
- increase in the number of positive reviews,
- increase in income,
- creating prospects for business growth,
- improving the quality of leads,
- increasing recognition and awareness,
- audience growth.
The process of lead generation strengthens the visibility, authority and trust of the company, while primarily generating interest from the target audience. The better you generate leads, the more traffic you can attract. It is easy to guess that profit growth is directly dependent on website traffic.
Types of lead generation
There are many ways to attract potential customers, but not all of them are suitable for your business or the product you are promoting. Effective lead kpi in marketing: assessing the effectiveness of promotion generation is not universal. Some types of lead generation only make sense for expensive products – for example, sending out samples of premium perfume.
The most popular sources of lead generation are:
- email marketing,
- social media marketing (SMM),
- network marketing,
- coupons and promo codes,
- live events and workshops,
- landing pages,
- company blog.
These are just some of the existing methods for attracting potential consumers. Given the large number of ways to generate leads, it is clear that this is a complex and labor-intensive process. Successful companies prefer to create their own strategies, the effectiveness of which is tested in practice using various KPIs.
Types of Leads
A lead is one of the stages of converting website visitors into paying customers. Not all of ce leads them are the same. Leads are divided into types depending on lead generation tools and other factors.
Marketing Qualified Lead (MQL)
This is a person who has already responded in some way to your marketing efforts, but is not yet ready to make a purchase.
Examples of MQL actions: subscribing to an email newsletter or blog, going to a landing page, downloading advertising content.
Qualified Lead (SQL)
This is a person who has taken actions that clearly indicate his readiness to become a paying client.
Examples of SQL actions: multiple visits to a website, filling out a contact form on a landing page, interactions on social media.
Product Qualified Lead (PQL)
This is a person who has personally tried a demo version of your product and is interested in purchasing.
Example of PQL activity: A potential customer who uses the free version of a product but is interested in its paid features.
Lead generation methods
The lead generation process involves two main components: building traffic and obtaining contact information from visitors.
First, you need to find an effective way to attract people to your site that fits your company’s goals and budget.
The main methods of attracting traffic:
- Search Engine Marketing (SEM) : Methods of increasing visibility on search engine results pages (SERPs).
- Search engine optimization (SEO) . A set of technical and content techniques (selection of keywords, site audit, semantic clustering, etc.) for adapting a site to search engine ranking algorithms.
- Social Media Marketing (SMM) . Promotion in Telegram, VKontakte, Odnoklassniki and other social networks.
- Paid ads . Contextual and targeted advertising, integrations, banners, email marketing and much more.
- Offline promotion . Cold calls, live events, media advertising.
When people start coming to your site, you will need to convince them to share their contacts with you. Lead magnets are used for this purpose – free offers that are useful to potential clients. To receive them, you need to leave an email or phone number.
How to build a marketing department with your own hands?
Guide to organizing marketing in your company (8 pages, PDF)
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Professional lead generation setup
Lead generation is important – now you know that it is one of the key factors in the company’s success in marketing. Without it, it is impossible to achieve stable development of the organization.
Digital agency 360 MEDIA provides expert assistance with lead generation. We will tell you how to set up a lead generator and teach you how to effectively attract traffic. Optimizing a website for sales has never been so easy and profitable!