Lead Generation: A Process to attract customers and boost the Business
The term “lead generation” or “lead” is not a rare word. It is very instructive to note that some marketing experts think that the generation of leads is quite simple. But what can we say to others who do not find it so easy?
Marketers know this activity well (that’s what they do anyway). This is a simple project that requires a lot of effort to obtain results related to the generation of leads. However, it is not new that most lead generation projects fail.
An excellent number of marketing professionals can explain why some factors, such as financing, the network of employees and others, can be discouraging and cause the failure of lead generation. But it is important to ask: do these factors prevent you from achieving positive results in your lead generation efforts? Although we agree, this is not an easy task, since you, as a marketing specialist, have been directly involved to ensure the success of your efforts.
It is fairly easy to attribute the failure of lead generation projects to other factors, but it is not likely to be due to their efforts or their personality. But have you ever taken the time to consider some of the basic factors you are implementing? Ask relevant questions and confirm that it is in line with the current marketing trend.
Unfortunately, most marketers are stuck with obsolete and ineffective strategies. This is one of the main reasons why lead generation projects fail.
Most lead generation projects fail for the following reasons:
- Bad strategy
- Inappropriate content
- Inadequate landing page
- Ineffective persecution
These issues will be resolved in due time. But let’s take a closer look at the main generation.
BRIEF HISTORY OF THE LEADER
Although it seems surprising, the generation of leads is not new. It goes back to the pre-civilized era at the time of cavemen. Simple gestures to recommend the best materials for cave drawings or other activities with former cave dwellers, leading to the 21st century Internet and smart technologies such as smart phones, computers and other tools.
The generation of contacts has evolved over the years and generations have become what we know today. Different organizations and companies have used different methods over the years to generate leads. These techniques have taken different forms over the years. From 1800 advertising posters to 1900 commercials through the famous door-to-door methods. Call centers were used in the 1950s and 1960s and then in the 21st century on the Internet.
It is important to note that the generation of leads has gone from being simple to complex procedures with a high degree of sophistication.
WHAT IS A LEAD?
A potential client is someone who has some interest in the product or service of your company and expressed that interest. In other words, a potential client or client of your company or company.
WHAT IS THE LEAD GENERATION?
Lead generation is the process of turning a stranger into a lead, and this is where marketing comes into play. A marketer is the one who leads the lead generation process. It is planned to do everything possible to benefit a potential stranger.
This usually happens when you are interested in your product / service. How do you do this by convincing them that the product / service can help or solve your problem? Almost everyone is looking for a solution to their problem through their product or service.
It does not end with the acquisition of a benefit; Prospects continue to transform into customers. This is called a “main nursing” process. Success is guaranteed here when you show your results about the true value of your product / service.
The effective lead generation process consists of 4 steps. These phases are;
Step 1 – The content strategy phase
Step 2 – The visual phase
Step 3 – The advertising phase.
Step 4 – The nutritional phase
We will discuss these phases in detail later.
PHASE 1: THE STRATEGY OF THE CONTENT PHASE
This is the first step and, probably, the most important in the generation of leads. In fact, putting a good and effective strategy on the right track will probably help you succeed. If you remember, we mentioned some common mistakes that led to the failure of most lead generation projects. At the top of the list is a bad strategy.
A perfect strategy must be developed to ensure success. It helps you to plan each stage perfectly and decide where you value or not.
Now, there are some questions to help you develop an effective lead generation strategy. These questions include:
What is your favorite or ideal audience?
How do you expect to attract and convert the public?
What is your magnet motor?
Once you have given the answers to these questions, you can define a perfect strategy.
PHASE 2: THE VISUAL PHASE
As mentioned above, lead generation involves door-to-door marketing and the physical interaction between marketing and potential customers. Due to advances in technology, the generation of leads is no longer necessarily associated with a physical interaction between marketing and potential customers.
One of the worst mistakes a seller can make is not following the trend. Using methods from the past without technology could be catastrophic. Nowadays it is much easier to have social networks like Instagram, LinkedIn and YouTube and the rest available. The era of content marketing is over. Visual content in the modern world guarantees greater success.
Potential customers are particularly attracted to what they see and it is important to use them to their advantage. If you can not understand some of the graphic elements that you can use to generate leads, you can try the following solutions:
- Instructions and e-books
- Video (more effective)
According to experts, visual content has proven to be the most effective in generating potential customers with the most effective videos.
PHASE 3: THE PROMOTIONAL PHASE
Suppose you have prepared the perfect strategy, which is complemented with fascinating and wonderful images. The next thing you should do is attract people to your content, and that does not just include someone, it means attracting the right people. How do you keep them when you find them?
First, a landing page would have to be created. A landing page is a website designed specifically for promotional or marketing purposes. Here your visitors will land as soon as they click on your address.
This should generally improve the conversion rate since visitors should have confidence in what they see. Creating traffic for the landing page is just as important as creating the same landing page. For a perfect landing page, you should ask yourself these basic questions.
How can I know if my site is good enough?
How is a perfect landing page?
What kind of tragedy do I need for my landing page?
The conquest of these questions prepares you for the final phase.
STEP 4: THE FOOD PHASE
At this point you only have half the success. In other words, it has turned potential customers into potential customers: work should not stop here. From that moment you worry about converting this track into a client.
This is called the nutritional phase. From there, develop a relationship with your potential or potential customers in the different stages of your trip with your products / services. They should inform you about the benefits that their products provide to you and your company. This can not be done by force, but with a gentle conviction to provide the right information by paying attention to their needs.
To do this, you have to:
Add as much value as possible
Earn your trust
Tell them how your products can solve their problems, taking into account the different options. Once you understand your offer, you get a consolidated business commitment that benefits both parties.