Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline.
Lead generation often uses digital channels, and has been undergoing substantial changes in recent years from the rise of new online and social techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new techniques to develop and qualify potential leads before passing them to sales.
Let us check how the lead generation process actually work.
Inbound marketing is hands down a winner in today’s marketing scenario. But for it to work successfully you need to plan the activity properly. Assessing your current needs comes foremost. You need to set realistic objectives considering these needs and develop an effective content strategy to achieve the set goals. You need to identify the resources you have to employ on the particular project and develop them accordingly. Defining the roles and responsibilities within the set team always helps in better achievement of the target. At the same time it is important to keep an open mind and welcome ideas from the team. The more the involvement from the team the better the results.
Once the plan is in place it is time to work towards its execution. Develop the kind of content which is bound to attract visitors. The kind of content you write will determine if it has the potential to convert the visitor in a lead and then ultimately in a customer. You have to write the content in a way that it positions you as the thought leader. You need to write content for webinars, publishing e-books, white papers, videos, blogging as these are some of the most effective platforms and help in reaching the public in a more effective way.
Once the content is ready you need to distribute it through different online mediums. You can publish this content on as many as social media platforms available. Planning the strategic distribution of content always helps in reaching it better to the target market or ideal customer. The more the keywords you put in the content the more likely it is to hit the target and better it is for SEO. You can promote it on the social media and also give it a little personal touch by sending mailers.
Now that you have strategically and effectively distributed your content, reap rewards. You can make a list of prospects, approach them and lure them with some premium offers. A personal communication over telephone will help them understand you better. You can also note the prospect’s requirement in detail through contact forms.
After you have captured review the data to determine what is actually working and what is less effective. You also need to analyze how you can adjust or alter the strategy or content that is not effective or less effective. This helps in reducing unnecessary efforts and also helps in investing time in the right place. The precise the analysis the more accuracy in striking the right cord. You can use the Hubspot tools to identify the top lead sources, which of the topic have got the most traffic or are most read or which offers are converting readers to leads.
Trust is the main factor for any relation, personal or professional. It is important to maintain lead nurturing and marketing automation to continue to establishing trust and credibility. Activities like email campaigns help in making a repetitive presence on the mind of the target audience. This make it easy for the sales representative to do their job of finally cracking the lead.
It is finally time for you to take the final step of the entire process and convert the lead in a customer. Have in place the plan of approach and the conversion strategy. It is important that you have a fair understanding of what the customer is looking for from you and how you can deliver the same.
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