Chapter 1: What is Lead Generation?
Before we jump into lead generation channels your business can use, we’ll take a closer look at exactly what that means.
Approximately 96% of your website visitors aren’t ready to buy.
The majority of them will only browse a page or two and leave – and some will never return to your site.
Lead generation gets those visitors into your sales funnel. Then, you encourage them to learn more about your products and stay in contact until they’re ready to make a purchase.
However, it’s important that remember that quality is more important than quantity when it comes to leads. Not all of your site visitors are part of your target audience, and your focus should be on generating qualified leads that will ultimately turn into valuable clients for your business.
This means that quality should be your focus in a lead generation strategy. Keep your target audience in mind as you read through the next six chapters and focus on attracting and converting the leads that will drive revenue for your company.
Parts of a successful lead generation strategy
Effectively generating leads require a cohesive strategy made up of many different channels. Using multiple channels not only maximizes your company’s reach, but also keeps you in contact with your leads in a variety of ways.
And considering that 76% of B2B buyers use three or more channels when researching a purchase, the majority of your leads expect you to provide them with information on multiple channels.
We’ll go into each of these in more depth in later chapters, but these six channels should all play a role in your lead management strategy.
Your website is where most of your potential clients will convert into leads. It should show your visitors what you can help them accomplish, what sets you apart from your competitors, and how to become a client.
Although your content is technically part of your site, it plays such a significant role in generating leads that it deserves to be treated as a channel of its own.
Effective content teaches your audience something of value or helps them accomplish a task. When their first few interactions with your company are genuinely helpful, they’ll be much more likely to provide you with their contact information and become a lead.
Pay-per-click (PPC) advertising
PPC campaigns are effective ways to get the attention of people who are actively searching for your services. With strategic research and planning, PPC brings users to pages on your site that are relevant to their searches to convert them into leads.
Although they used to be useful for B2C marketers only, you can use the advanced targeting options on channels like Facebook, Twitter, and LinkedIn to drive qualified traffic to your site.
Email is by far the most effective channel for staying in contact with potential clients. Once you have a lead’s email address, you can use it to keep your company at the front of their minds and move them through the sales funnel.
Lead management software
As you generate leads, you need a system for determining which ones are qualified and moving them towards becoming a client. The right lead management tools allow you to accomplish both of those goals and analyze your strategy so you can make more informed decisions moving forward.