How to set up a winning lead generation strategy
Before buying a product or service, you most likely visit multiple different websites a couple of times to best guide and inform your decision. A strong lead generation (or lead gen, for short) strategy can help your brand capture the attention of potential customers before they’ve made up their minds. In fact, this marketing process can drive your business, help you cut through the noise and build relationships with users and customers alike. Therefore, your lead generation strategy must be on the top of its game.
What is a lead?
Let’s start with the basics. A lead is anyone who expressed an interest in the products or services that you offer but may not be ready to buy yet. This person may have shared their contact information and browsed your website a few times, but you have no idea whether or not they are genuinely interested in becoming a customer down the line.
The next step would be to qualify these individuals and transform them into prospects—individuals who are a good fit for your business and show signs of buyer’s intent.
What is lead generation?
Lead generation is the process of attracting and engaging your target audience to the point that they want to give you their information. You can accomplish this by driving targeted traffic towards your site, capturing their information and nurturing those who fit your buyer personas—enabling you to develop and fill your sales pipeline.
Lead gen is a critical growth driver for B2B businesses. It’s a strategy that aligns marketing and sales teams, gives your sales reps a proven framework to follow and will help your brand generate high-quality leads. So crafting a successful lead generation strategy should be one of your top priorities. But how exactly do you do this?
(text continues below image)
3 steps to getting your lead generation strategy up and running
Before you can implement a strategy meant to attract users, you need to know who your customers are. So using qualitative and quantitative data about your current or desired consumers, brands can build personas. This process will focus your marketing efforts by zooming into who you’re targeting, the key challenges they face, and how your product or service can help them overcome obstacles and achieve their goals.
1. Cast a wide net to attract and capture leads
The first step of any lead generation strategy is raising awareness. This entails peeking a user’s interest and, eventually, capturing their information. Now, there are multiple ways brands can go about doing this. For example:
- Search engine optimisation
- Google Ads campaigns
- Social media outreach efforts
- Email marketing
- Content marketing
Combining multiple initiatives will yield the best results. The key during this phase is to cast a wide net based on your buyer’s personas and drive traffic towards your website. Most visitors will not be ready to commit to a purchase at this stage, but this first introduction to your brand is crucial in forging a relationship.
2. Implement lead magnets to obtain a user’s information
Once a user has shown interest, the next step is to make people go from website visitors to leads. To achieve this, companies can use lead magnets—resources and tools that are free yet gated and supply additional value to your visitors in exchange for their contact information. Lead magnets typically provide more depth than the original piece of content that attracted the visitor. This could be:
- A how-to video series
- A free trial
- Expert interviews
These free-of-charge resources will build consumer trust in your brand and service offering, allowing you to obtain a user’s working email address and permission to follow up. Alternatively, lead gen software can help you identify website visitors who take no action on your website—enabling you to identify even more potential customers.
3. Lead qualification time
Now that you’ve successfully gained information and contact details about your website visitors, it’s time to identify quality leads—users most likely to make a purchase. You do this to avoid spending time and money on users who are less likely to make a purchase.
One way to go about this is to compute and assign a score to every lead. Something which most modern sales and marketing CRM’s or lead gen software will allow you to do. Lead scoring assigns a point value to every prospect in your database based on your buyer’s personas, firmographics and the user’s level of engagement across all touchpoints. This score can help you figure out who’s ready to buy. With your hottest leads identified, your business can communicate with these leads confidently, knowing that they are already aware of and interested in your business.
Keeping the ball rolling
Lead generation is every marketer’s top priority. Although the process can seem daunting, with a bit of preparation and content creation, your company can cycle through these three steps in no time. From driving targeted traffic to your site to capturing their information and qualifying the hottest leads, don’t forget to tweak and refine your process as you learn to ensure it’s a winning one.