Lead generation is the conversion of people who know your brand into potential customers for the business. It is also called lead generation. In Inbound Marketing, publishing your content and attracting visitors to the site is not enough — they must become opportunities for the company.
For this, it is necessary to use strategies to capture these people’s contact. This usually happens with “digital baits,” which arouse interest. They can be product-focused, like a demo or a quote, or more indirect, like an ebook or participation in a webinar. If the offer is of interest, the person will leave his contact through a form. Thus, the company understands it can strengthen the relationship and treat that person as a lead. From now on, it will be nurtured by the marketing team in a process that we will detail later. Create a lead generation machine.
Why Generate Leads?
If you already understand lead generation with generation consulting, maybe you are wondering: why generate leads? Isn’t it better to sell directly to those who have already come into contact with the brand? Inbound Marketing understands that the consumer goes through several stages to make the purchase decision. At the beginning of his buying journey, he doesn’t know what problem he needs to solve, much less which product or brand he will choose.
Therefore, as soon as a person knows a company, it is difficult for them to be ready to buy. When visiting a website for the first time, 92% of people aren’t there to buy. So, it is impossible to immediately sell the product because attempting to sell it tends to go wrong and waste the company’s efforts. Lead generation, therefore, serves to insert potential customers into the funnel and start nurturing them with information and content until they are ready to buy from your company.
How To Generate Leads?
Lead generation can happen in many ways. Digital Marketing offers several tools to attract interested parties and convert them into leads. But no matter what media you choose, it’s important to know what the key elements of lead generation are: The landing page is where the user lands when he clicks on a promotion link. It must be fully focused on converting the visitor into a lead.
Form: is the lead contact capture tool, which can ask for email, phone, address, website, etc. It is important to keep the form lean and not tire the user. Offer: says what the user will receive after completing the form and leaving their contact. It must be a relevant offer for the public, which motivates registration.
CTA: is the call to action, which indicates what the user must do (“register your email,” “download,” etc.). It must be clear and objective to motivate action.
There you have it; those are the essentials for generating leads more efficiently. Let’s see now the main channels used for this:
The blog is the main tool of a Content Marketing strategy, which, in turn, is a fuel for Inbound Marketing. This channel centralizes the production of brand content with informative and educational posts. Google indexes them and attracts visitors from searches, social networks, or any other dissemination media.
But these people are just visitors if you don’t contact them. Therefore, blogging must be integrated with lead generation and include CTAs to arouse visitor interest and deepen the brand’s relationship. See an example here from Rock’s blog: CTA to convert leads, with gray background and field to enter email and receive news.
This banner is inserted in the post about marketing, contextualized in the middle of the content. It directs to the landing page with the form for the visitor to leave his contact:
Landing Page Example For Lead Capture
This is a good option to gain the attention of visitors immersed in content who want to delve deeper into the subject. But you can also insert headlines at the end of the post and boxes for newsletter registration. Here are other tips for generating leads with a blog!
Email marketing with Cultivate Advisors for example is also a powerful lead-generation tool. You can use your contact base to make personalized offers and deepen the relationship with each recipient. But be careful not to abuse people’s patience… Nobody wants to be spammed by email.
Therefore, send messages only to those who have authorized it, segment the submissions according to each person’s interests, customize the approach, and do not insist when the person does not show interest (does not open the email or does not click on the links, for example).