“Make a customer, not a sale.” — Katherine Barchetti

The quote above fits in well with today’s post on lead generation as it is a term that is frequently used in online marketing because it is very crucial for the growth of any business. With the advent of technology, the buying process of getting people to be interested in your product has changed from getting leads through referrals and networking to utilising relevant online marketing strategies and as a result, marketers need to rethink and refocus their efforts so as to stay relevant.

What is Lead Generation?

Lead generation is the process of capturing interest in a product for the purpose of developing a sales pipeline. In other words, lead generation is the way or method in which you attract and get people to be interested in your product such that they are willing to give you their contact information and also become loyal customers. The modern-day frequently uses digital channels and has been undergoing significant changes over the years through the rise of new online techniques. The new model of lead generation, just like the traditional method, is founded on building loyal relationships and demonstrating expertise; however, the difference is that these goals are achieved online. Thus, while online marketing strategies will keep evolving, we have provided four lead generation techniques that are working for firms globally.

Search Engine Optimisation (SEO)

SEO is simply described as a way to make a webpage easy to find and as a result, customers are able to find specific businesses out of many other businesses out there. Many potential customers want to learn how to solve the challenges they face or find out a piece of information on a potential product that they might need. One of the first things people do these days is that they Google their problem, issue, or question. Search Engine Optimization (SEO) gives you the tools to match qualified clients with your online content. If done well, your product or services can end up on their short list when they are looking to purchase a product or service.

Landing Pages or Lead Generation Websites

Some firms’ websites are not designed to generate leads. Jargon-filled, firm-centric website abound and they can be completely passive and unhelpful to whoever visits the site. Visitors will go elsewhere if they cannot understand what you do or what problems you can solve for them via your website. In contrast to this, a lead generating website that is designed to make it easy for customers to download valuable information, understand your value proposition, and request a proposal can be extremely helpful in generating leads online.

E-newsletter

You can generate a significant number of new leads via your e-newsletter. However, for this to happen, your e-newsletter needs to offer high-quality, educational content so that people can be interested in signing up. In addition, an e-newsletter is a great way to groom and nurture existing leads on your list. Many firms also use e-newsletters to make specific offers and announce new services or products available. You can offer a free e-newsletter subscription on your website or in your signature block to build your subscriber list. However, you need to be aware that the better your content, the more people will read it and remember your product and the less likely it will be and the less likely it will be considered as spam.

Webinars

A webinar is the online version of a seminar or other informative session. Usually, lead generating webinars are offered free of charge. Because all attendees are required to register, organizers can collect basic information of the attendees of the webinar and generate leads through that. A webinar should not be a sales pitch but it should be educational and informative, just like an offline info session. For a webinar to be successful, online marketers need to select themes that are of great value and interest to your ideal target customer. Over time, attendees will come to trust your firm and may be encouraged to consider you when they have a pertinent need.

The above methods are proven methods that work for a wide variety of industries and sectors. We can guarantee that utilising the above techniques in generating leads to your products or services can have a huge effect in not just reaching a wide range of potential clients but also converting them into loyal customers genuinely interested in your products or services.

When used right, lead generation techniques in digital marketing provide a host of opportunities to accelerate your business potential with a data-driven and actionable approach. The Tribe of Brands team can help you create a personalised online marketing campaign that effectively navigates the complex waters of the Internet. Our marketing agency can help you with further ideas of how to design world-class websites, seamless user journeys and digital marketing campaigns.