What is Lead Generation Marketing and How is it Useful?
What is Lead Generation Marketing?
A potential customer in your target audience who is interested in purchasing the product or service you offer is referred to as a “lead” in the digital marketing world. To capture this lead – meaning you make them take the first step in your sales cycle. Marketing agencies see value in employing different marketing tactics otherwise known as lead generation marketing.
Why lead generation marketing is a good idea
If your business is not doing this now, you have been missing out on a big chunk of revenue. All businesses need customers to grow. And to get those customers, they need to market to potential customers first and gain their attention. This is where lead generation marketing comes into play.
These leads can then be passed on to the sales team to convert them into buying customers. This generally involves adding them to an email list for further nurturing. And with advancing technologies, business intelligence software can even track your product demand and customer trends from the lead generation marketing data.
How to capture a lead
Gone are the days when your customers would see your ad in the local newspaper and call you with inquiries about a particular product. The expansion of technology and advertising platforms has allowed customers to shift from traditional media outlets like newspapers and television to social media and digital websites.
This has given rise to various advertising and marketing platforms online. From selling on social media giants like Facebook and Twitter to local online stores with delivery options on Shopify. It sure is a marketer’s dream with so many options to choose from – for lead generation marketing of all sorts.
Below are some lead capturing tactics we can help you scale your business with:
Capture leads through website forms
We can place a simple form on your website pages and ask interested people to complete it in exchange for valuable content like an eBook, checklist, how-to video or a simple newsletter. The big idea here is to blend the lead capture form with the design of your website.
Pro tip: Always look to providing something of value to your potential leads. Be it tips or visual content in exchange for their information, time, and attention.
Generate leads through Google Ads
We can run targeted ads around important keywords on Google that capture a potential lead’s attention while searching for your business keywords online. The user is then directed to your website or a landing page where we employ additional tactics to capture the lead. And best of it, you only pay when the user clicks on the ad! We have helped tons of business owners kick off their lead generation marketing campaigns on Google. And every time we help them boost sales through Google, we ring the victory bell!
Using direct emails to capture new potential leads
The communication piece not only announced the new local service but also gave them a 15% promo code to use. This was a play directly from our lead generation marketing playbook and helped the business close more than two dozen local leads. Talk about return on investment!
Use email lists to capture new leads
Email can be a great way to capture new leads and customers. The email response rate and sign-ups not only gave our client potential leads who may be interested in their products but also helped us dissect business data like market trends and customer preferences.
Don’t miss out on those social media leads
Lead generation marketing doesn’t always have to be hard. Even simple yet effective tactics can lead to the capture of exciting lead prospects for your business. One such platform is social media.
People spend between five and six hours a day on social media, in some way or another.
This has given tons of opportunities to business owners to listen to their current customers online and engage with potential customers. They can engage in lead generation marketing in groups, similar pages, or even direct messages.
How exactly does lead generation marketing work? What are some popular content ideas to do that?
Having an updated blog section on your website not only provided value to your customers but also helps you consistently capture interested leads through the sign-up forms.
Instead of managing a consistent blog that is more frequent, many companies engage in creating a bi-weekly or monthly newsletter. It serves the same purpose of capturing leads through sign-ups in exchange for valuable content.
Video How To’s
If you are a subject matter expert or just passionate about your business industry, you can pop in front of a camera to record tips and best practices. This can then be pushed out through your online channels to capture potential leads. This, in particular, is a great lead generation tactic used by business owners banking on video’s popularity and media consumption.
If you have some time on hand, recording a live video in the form of a virtual meeting can be a great tactic too. You can schedule webinars in advance and generate interest from your target audience who will be happy to give you their information. If you are solving their business problem. Because of the live nature of this video, you can engage with a lead to know more about the problems they face. This will help you better market your product.
Pop up forms
Having great content on your website is not enough if you don’t capture those interested leads.
Exit Intent Pop ups
This is another type of pop up form but is usually triggered when someone hovers the back button. It is safe to assume that after a few seconds of checking out your website, these users are quite interested in your brand. So what should you do? When they hover the back button, offer them your lead magnet by using an exit intent pop up form. Make sure that the lead magnet is relevant to the web content they are currently in.
Free Demos and Trial
If you are in the service business or selling software, sometimes your customers will not sign up or purchase from you till they don’t see a proof of concept. This is when you promote a free trial or demo to grab their attention and capture that lead.
To keep things more exciting, business owners can also create social contests on their social channels. That reward people for engaging in the contest (quiz, photo upload, captioning, etc.). We can then gate the contest submission process by asking for their information. The “science” behind this is that people are more willing to provide their information if the content is fun, engaging and social.