One of the most important processes when trying to create a large customer base is lead generation. To understand why it’s so important, first let’s break down what lead generation is, to be exact. At its core, lead generation is the process of acquiring a “lead.” In the case of business and marketing, a lead is information pertaining to the customer that can come from various places.
The type of information a lead contains can vary from customer to customer. It can include demographic information, customer interest, and contact information. Leads can come from the internet, responses to telemarketing ads, and even events. The purpose of leads is to take potential customers and turn them into active purchasing customers.
Leads cannot be random people. They’re specifically those people who have interacted with a company or business in some shape or form. With that due process in mind, there are ways to “optimize” how leads are acquired. The goal of this article is to help you understand the various lead generation techniques involved in generating leads for the online space.
Search Engine Optimization (SEO)
People don’t look for products. They look for solutions to problems that they’re having. When the vacuum cleaner was invented, its sole purpose was to address the tedious process of cleaning one’s home of dirt and grime. Now, while the vacuum was being invented, no one had a way to see if such a solution existed. These days, we have the internet to check to see if there is someone with a similar issue and if they have the solution to said problem.
SEO is the lead generation technique used to align the solution with the query someone has. Usually, it involves a stringent process of keyword usage, clever website optimizations, and good advertising. These days, SEO is a lot more dependent on informative content that answers the question that a user may have.
Simon Brisk, Cofounder and SEO Strategist of Click Intelligence said, good SEO results in more website clicks for your web page. More clicks usually mean people find your page informative. If people find your page informative and necessary in their day-to-day usage, they’ll click more. Because each click is essentially a lead, SEO is how you generate leads quickly and efficiently.
Webinar
Part of the process of onboarding potential leads is education. When giving an advertisement for something, you’re using highly specific rhetoric to convince them to buy your product. However, when you’re using education, you’re creating a convincing argument based on facts. A webinar is the online equivalent of a seminar.
The goal of a webinar should not be to sell a product. It has to be the process of helping people understand the problem and the solutions to fix it. The way webinars generate leads is through online registration.
But no one is going to register for a webinar simply because they were asked to. There are key things to consider when using a webinar to generate leads. First and foremost, a webinar usually has to be free. The process of learning isn’t something most people would want to pay for. Secondly and most importantly, a webinar has to be interesting. People gravitate towards topics that fit either a specific niche or when the topic has something of value to offer. Engaging webinars also have clear objectives that they aim to discuss. Webinars essentially grant your brand identity authority and trust.
“Webinars and video go hand in hand.”
Marketing Videos
Online videos have become some of the most important content on the web. With the advent of platforms like YouTube and TikTok, video content has become more and more mainstream. The online video industry boasts a considerable revenue of $343.82 billion, which is tremendously large and shows how popular it is. However, there’s more to video than third-party platforms.
If you want your web domains to look professional yet flashy, then it’s a good idea to invest in video content. Video content is a good way to broadcast the effort and commitment you’re putting in to capture your audience. Video can be used for a wide variety of things ranging from your firm’s goals to behind-the-scenes looks and even a team introduction.
If you want your video content to generate leads, it’s important to make it fit today’s digital landscape and culture. It is recommended that you make your videos short and to the point. Audiences prefer digestible content that doesn’t take up too much time. If, however, you want to explain a larger topic in greater detail, you can use short videos to direct audiences to your larger publications. Being able to make detail-oriented digital content in bite-sized shorts is a sign of professionalism.
Email Marketing
Brandon Walsh, Senior Marketer at Dadsagree said, one of the longest-running yet successful lead generation techniques is sending emails. Email marketing has been used for several decades to generate and nurture leads. The reason why it’s so successful is because it’s a great reminder. One of the most common leads your business will receive is email lists. Email lists are filled with contact information of different people.
When people sign on for something regarding your website, even if it’s something they willingly did, they expect to get an email from you. If they don’t receive a regular flow of emails, then they’ll eventually forget about your page. This is how you get a “dead lead.” When it comes to email marketing, however, there are several things to keep track of so that you don’t end up “breaking” a potential lead.
Make sure that the email you’re sending is for something meaningful. It is recommended that the email be something of value. A good example of this is an email newsletter. Newsletters are typically informative and direct your leads to various services. Also, a service should make sure not to overload their customers with constant emails. This only pushes leads away. Try to find the right balance in your emailing strategy in such a way that your leads feel satisfied.
What Not To Do: Buying Leads
The last lead generation technique we want to talk about is something you should actively try and avoid. That technique is buying leads. On the surface it’s something that sounds very tempting. Because buying leads is a way of generating leads. However, the leads that you are buying do not come naturally. These leads did not consent to you having their information. This in turn leads to conflict and can result in legal repercussions that can harm your brand and lead generation in the long run.
Buying leads also flags you as spam. Being flagged as spam tells email service providers (ESPs) that you are not wanted. If you get flagged as spam, you are bound to end up in the spam folder of all future leads. You are better off investing in organically generated leads through the techniques we’ve listed above. Organic leads are all usually consented to and therefore won’t normally lead to any repercussions.
Conclusion
We hope that in reading this article you were able to take away something meaningful in terms of lead generation techniques. If you employ them in your professional service, you are bound to generate plenty of leads that will help your service grow.
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