Do you want to be the business that interrupts people with cold calls while they relax at home? Do you want to be the business that knocks on people’s doors and hands out brochures that end up in the trash? Do you want to be the business that speaks to an uninterested audience who responds with impatience and anxiousness to leave? No? That’s what we thought.
This is why it’s important to learn about lead generation. And why it should be a priority for your marketing and sales. In a nutshell, lead generation is THE PROCESS of attracting and converting the right prospects and getting them in touch with you.
Lead generation often uses digital channels and is continually evolving. It changes based on shifting trends of online and social media techniques. Lead generation addresses the modern consumer who is 1) constantly bombarded by information, 2) does his/her own research before purchasing and 3) is aware that they can gain something before purchasing your product or service.
“Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person. So businesses must make sure that they build their digital presence.”
This only stresses the importance of having a solid lead generation strategy. Lead generation will help you capture the interest of prospective buyers and not only increase your sales but make it a more efficient process for everyone involved.
This chart from Marketo demonstrates the difference of traditional marketing from then to now.
By showing an interest in your business, it becomes more natural for the prospect to turn from stranger to customer. As you can see in the diagram below, converting visitors to leads is a key point in the journey to having satisfied customers.
How does it work?
The most effective lead generation process begins with a landing page where a visitor (you guessed it) lands for a distinct purpose.
The landing page provides RELEVANT information, most effectively through some form of interactive content like a calculator, quiz or a test. This not only engages the visitor but sparks a curiosity, if not a desire to learn more about the product or service.
To access more information, the visitor is then led to a form where he or she provides his or her contact details and sometimes, more specific information about what he or she is looking for.
So now that we are clear with what lead generation is, it’s time to point out WHY it is important for your business.
#1. It Saves Time and Increases Profit Since you are already talking to targeted and interested prospects, the sales process is easier and more efficient. Additionally, tailored conversations based on the information you have gathered equips your sales, which leads to a better batting average and consequently, more closed sales.
#2. It Contributes to a Positive ROI “Since it is a marketing technique, lead generation contributes to a better Return on Investment. You pay only for the leads received and hence have a greater chance of squaring your ROI.” ~ xenoxglobal.com
#3. It Allows Instant Adjustment and Improvement Contrary to traditional marketing methods where your brand’s message is locked to it’s medium (such as print or TV), working with a digital medium allows you to tweak your message or approach based on your learnings from the market. Edit the copy on your page in a few seconds, install a more specific calculator in minutes, change your sales dialogue based on the filled-up forms you have been receiving. Lead generation allows you to be flexible and opens up opportunities to improve immediately.
#4. It Was Built For The Modern Consumer As mentioned earlier, the buying process has changed. The modern and empowered buyer/shopper is who you have to attract and traditional marketing techniques just don’t cut it anymore. Lead generation is your way of adapting to and capturing the market.
#5. It Creates Better Client Relationships Think about it. They found you. You did not interrupt them with a call while they were busy. You did not hold their attention hostage with sales talk. Instead, they willingly sought you out and gave you their information. In return, (through your landing page and interactive content) they got more helpful information that they needed or wanted even before purchasing anything. That already puts YOU in a good position and THEM in an interested state of mind, which if you ask us, sounds like a much, much better way to start.
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