Lead generation is at the heart of every digital marketing campaign. In fact, 53% of marketers dedicate at least half of their budget to lead generation.
Why? Because qualified leads are more likely to become customers. Many will become loyal customers.
Lead generation, sometimes referred to as lead generation marketing, isn’t as complicated as it sounds.
Potential customers who are interested in your product or service are called “leads.” To capture these leads, marketers use a variety of tactics known as generation marketing. These lead generation tactics encourage potential customers to:
Lead generation software may be used to carry out many of these activities.
To generate leads, there must be a plan to:
This valuable item may be an eBook, checklist, PDF, guide, video or other piece of relevant, useful content. Essentially, visitors are giving you their contact information (typically email) in exchange for information that benefits them.
While downloadable content is the most common type of lead magnet, special offers – like promo codes or discounts – can also be provided in exchange for information. Marketers may use a variety of lead generation tools to capture leads.
Once leads are captured, your marketing team can use a lead nurturing strategy to convert a prospect into a customer.
Every business can benefit from lead generation – no matter the size or industry. Lead generation campaigns help your business attract targeted, qualified leads, which translates to a higher conversion rate and higher revenue.
Generating leads benefits both B2C businesses, B2B businesses, and even affiliate
Build brand awareness: Lead generation helps build brand awareness through content marketing, social media, SEO and other marketing tactics. Greater brand awareness attracts more targeted website visitors – visitors that are more likely to convert to customers.
Targeted customers: Lead gen tactics bring more targeted customers to your doorstep and helps you collect important information about your prospects. The more information you have, the better you can tailor your products and services to your customers’ needs.
Improved sales and profit: Increased sales and profit are the two main benefits of lead gen, which is why 55% of B2B marketers spend more than half of their marketing budget on lead generation efforts.
Higher ROI: Compared to other forms of advertising, lead gen is more economical and contributes to a higher ROI. Because you only pay for the leads you receive, the cost per lead (CPL) is much lower than other marketing tactics.
Lead gen is a crucial part of your sales and marketing strategy. It’s the foundation of your sales funnel. Without it, your brand will waste resources trying to convert the wrong prospects.
Several tactics and tools can be employed to ensure that brands receive qualified leads.
DIGICA’s online lead generation services include:
We will work with your brand to ensure that our idea and criteria are aligned when it comes to lead qualification.
When working with lead generation companies, it’s important to understand how leads are qualified.
Techniques such as lead scoring, list management and segmentation can help ensure that leads are genuinely interested in your products or services. Marketing to qualified leads will translate to a higher conversion rate and more sales.
There are two categories of qualified leads:
Understanding the service’s lead generation process can help ensure that you’re getting qualified leads. It’s important that your criteria for qualified leads is aligned with your service provider’s criteria.
An estimated 5-10% of qualified leads convert. But a quarter of marketers don’t know their conversion rates, so this percentage could be higher.
Keep in mind that this percentage is just a general estimate. Actual conversion rates will vary greatly depending on the brand and industry.
Demand generation and lead generation are two different parts of the same process. Demand generation creates awareness and attracts potential leads to your business. Lead gen qualifies these prospects into leads and prepares them for the next stage in the sales process. The generation process plays an important role in lead management.
Demand generation is an important first step in the sales process, and lead generation is more effective because of it.
Inbound lead generation is the process of creating content and marketing campaigns that drive more traffic and convert visitors into leads. This is achieved by building brand awareness in search engines (via search engine optimization) and on social media platforms, including Facebook, Twitter and LinkedIn.
Valuable content is created and provided in exchange for contact information, such as an email address. Essentially, your brand engages in an ongoing exchange of information. You provide valuable, relevant content that builds trust and establishes a relationship with potential customers. The focus is on helping rather than selling, and the prospect is in control of the time and place of the information exchange.
Inbound lead generation strategies take advantage of search engines and social media platforms to introduce your content to prospective customers. The goal is to create a trail of information that nurtures the lead and – hopefully – takes them to the bottom of your sales funnel where they become paid customers.
Outbound lead generation in marketing is the process of sending messages to a target audience regardless of whether they asked for it or expressed interest in your brand. Unlike with inbound marketing, you – the brand – chooses the time and place of the interaction.
Outbound lead generation can include:
Outbound lead generation typically requires a paid delivery mechanism, which adds to the overall cost of the campaign.
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