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Lead generation is about capturing the interests of your target customers and effectively increasing your future sales. Lead generation is one of the biggest challenges for marketers and entrepreneurs today, and also, it is one of the most important aspects of your business, it plays an important role in improving sales results. By implementing an effective lead generation strategy, your business will continue to generate profits and revenue from new customers. By the end of this article, you’ll have all the keys in hand to get the marketing and sales results you want.
What is lead generation?
Lead generation is the process of identifying potential customers for a company and guiding them to sales prospects. Its purpose is to pre-screen interested buyers, plan sales and close sales faster. Unless you intrigue your prospects and understand how to communicate with them, no one will direct your marketing efforts or sell your product. For this reason, it’s important to get your lead generation practices right.
Lead generation can be done through a variety of channels, including online and face-to-face. The more reach you have, the more potential customers you can identify and the more leads you have in your sales pipeline. Lead generation saves sales teams a lot of time and allows them to focus on making contact with the most important purchases. Every company has its own process. However, the steps in the lead generation process are as follows:
- Identify potentially interested parties and lay the foundation for lead development;
- Build trust and make prospects feel comfortable with your company and what you have to offer;
- Ensuring a prospect is ready to move on is often the point at which the prospect is passed on to the sales team.
Why generate leads?
Lead generation provides the foundation for businesses to build lasting relationships with their target audience. When a stranger reads one of your articles or manipulates a post on social media to interact with your brand, it’s much easier to go from a stranger to a customer. In fact, leads pave the way for new customers and offer the following benefits:
- Save time: By automating marketing and research, salespeople can save time and spend more of it on higher-value tasks.
- Cost savings: The cost of implementing an inbound marketing strategy can be significant at first, but it is very inexpensive compared to media campaigns and outbound solutions.
- Lead automation: After downloading a guide, requesting a demo or signing up for a newsletter, your visitors will be converted into leads. The possibilities are endless.
- Cross-border prospecting: Thanks to the Internet, you can target any geographical area in the world.
Long-term effective approach: Some people think about the time and cost savings of receiving an already established list of leads, while being long-term with lead automation that has a high ROI over the long term. Some people think about profitability
12 Tips for Generating B2B Leads
To increase your leads, all you need to do is use the new digital tools that allow the salesperson to attract qualified leads. To do this, we have put together these tips for you.
Optimize your search engine optimization (SEO)
It is indeed necessary to work on its natural referencing to generate leads. The goal is to position your website on keywords with high commercial value. To do this, you must use digital marketing tools that allow you to analyze the most used keywords on Google for example SEMrush or Google Keyword Planner.
Promote your content on social networks
In this day and age, a presence on social networks is a must. Create relevant content and encourage your entourage, as well as your collaborators, to publish your content on their own networks. This way, you will communicate effectively about your business. In addition, social networks help you identify your prospects and promote the content of your platforms.
Presenting exclusive promotional offers to your social media followers can also be a very powerful way to generate more leads. These can be offers that have the effect of making your fans aware that you are meeting a need they didn’t know they had.
Invest in paid search campaigns
Paid search or SEA is an ideal tool for generating leads. They allow you to:
- Digital advertising via photo or video (Display);
- Send advertising messages to users who have already visited your site to attract their interest (Retargeting);
- Get known on Google on a pay-per-click basis (Adwords).
Offer downloadable documents for data
To generate quality leads, create content in exchange for data. The principle is simple: you collect useful data on prospects in exchange for relevant information. This can be a template, a white paper, a guide… In order to share these documents, there are several possibilities: advertisements on your social networks, anchor links on your blog, or sending emails to your database.
Make phone calls to prospects who are already familiar with marketing
Are you wondering how to generate leads through cold calling? It couldn’t be easier. Rather than contacting cold leads, contact leads that have been worked on by your marketing team. For example, call a prospect who has downloaded your guide, visited your website multiple times, or scored high in your marketing automation tool.
Adopt a content marketing strategy
Implement a content marketing strategy that will provide interesting information to your target audience. To do this, conduct your research by asking the right questions. What is your target audience looking for? What are their needs? What do your products and services address? Know that you must offer content that interests your target audience in order to be a reference in your field.
Plan events to increase your brand awareness
To impress and incite your prospects to take action, you sometimes have to go beyond the limits. Thus, organizing events is an excellent lever to increase your visibility and attract your target. You can create classic physical events or opt for events like webinars. You only need to organize one event per month for your notoriety to quickly climb to the top.
Introduce your salespeople to social selling
Social selling is a powerful approach to find new customers through social networks. It must be said that social networks have become a valuable source for salespeople today. Thanks to social selling, your salespeople can collect relevant information about prospects. As a result, you can send personalized emails.
Offer some of your expertise for free
Providing relevant content periodically gives you visibility, but also credibility:
- Share free tips using different media;
- Write articles for your blog, offer white papers, etc.
In order to reach your target audience, don’t be satisfied with just one channel, but make sure you multiply the communication channels.
Implement a lead nurturing strategy
The goal of the lead nurturing strategy is to convince your potential customers to make a purchase decision by making them more mature. When segmenting your database and determining your marketing personas, you will have to create content adapted to each of your targets. Therefore, you need to set up automated scenarios to reduce the workload of your employees.
Optimize conversions on your website
Think about tweaking your call to action (CTA) so that your visitors convert into leads. To increase your conversion rate, you need to place CTAs strategically on your website.
Use an Inbound Marketing Agency
Finally, to be sure you are using effective methods, get help from an Inbound Marketing agency.