There are many definitions which can vary depending on the type of business you have but in simple terms a prospective customer who meets the criteria of your ideal customer profile with regards to need, timing and budget etc. is defined as a qualified lead.
Lead generation helps businesses to enhance brand awareness, build relationships, generate qualified leads which leads to increased sales conversion rates and for most small, medium sized businesses generating both the right quality and quantity of qualified sales leads can be a constant challenge.
So, how to overcome the challenge of qualified lead generation?
Content creation is the foundation of your lead generation efforts. The Content Marketing Institute defines content marketing as “the marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action”.
Your content should educate, inspire and beg to be shared. It should address the pain points and offer a solution to the challenges your prospect customers have. If you are able to do that, leads will be drawn to you and you’ll gain their trust. Trust is ultimately what creates customers out of leads. Getting the right mix of educational and promotional content together with clearly defined calls to action is a recipe for content marketing and lead generation success.
Email marketing still remains a fundamental and relevant part of digital marketing and if you get it right can build, nurture and enhance prospect/customer relationships at every stage of the sales funnel.
Today’s buyers have intelligent browsing habits and look for attention grabbing content therefore the need for businesses to create highly personalised emails which are relevant to your target audience is more vital than ever. Ensuring your emails have the right subject line to grab attention, engaging and conversational content and compelling calls to action will help notch up open, read and click rates and move prospects further down the sales funnel.
Landing pages are specially designed pages that your leads are directed to from an email, social media post or search engine result. The main aim of a landing page is to capture prospects data from a form. To achieve this your landing page must be specific to a campaign and the content must be relevant to the audience. Visitors will click away from the page after 3 seconds if the information is of no interest to them. Landing page designs should be kept simple with no navigation to your main website and remember to send a thank you message for every form fill you get.
Website forms are the lead converting tool every business should have. You can’t convert a lead without capturing their details from a form. Research shows that shorter forms have a better rate of converting than longer forms. Keeping forms short and sweet and capturing the basic information your business needs will be more successful. If, however, you need to gather quite a few pieces of information from your prospect then progressive profiling is the solution. Progressive profiling allows you to gather more information over time. Every time a prospect fills out a form on your website the progressive form asks for more information.
As you can see there are many approaches to lead generation and if you’re now wondering where to begin then you should consider the digital marketing monthly service packages we have on offer at Autus Digital. Our services include all of the above activities and more. For more information go to info.yourmarketingdept.online