Lead Generation: The Basics of Marketing for Leads

Your business must continuously gain new customers that will buy the products or services you offer. They increase your sales, which leads to more revenue and profit for your business. And, by actively looking for new customers, your business becomes more competitive as more people gain awareness of your brand and become your loyal customers.
The key to converting new customers for your business is by attracting high-quality leads from your audience. You can achieve this through lead generation and you will learn its basics in this article.

What is a lead?

In digital marketing, a lead is anyone who has shown interest in what your business is selling by sharing their contact information (or leaving a way to contact them) through one of your marketing channels. This could be by following your business on social media, signing up for your newsletter, requesting a quote, or inquiring through one of your contact channels.
Not all leads will have the same interest in what your business offers. Here are the different classifications for the leads that you will encounter in your lead generation campaign:
Information-qualified leads – They are interested in the information on your website, social media, or lead magnet. But, they are not interested or unaware of your products or services.
Marketing qualified leads – They are interested in your products or services and expressed it by accessing or requesting information about it. But, they have not yet expressed a desire to make a purchase. In some cases, they are not capable of purchasing due to their budget or location.

Sales qualified leads – They have expressed an interest to purchase by signing up for a free trial, demonstration, or bottom-of-the-funnel content. They also have the budget, authority, need, and timeline to purchase your product or service.

What is Lead Generation?

Lead generation is the process of identifying and attracting potential customers to a landing page or communication channel wherein you can collect their contact information. This provides you a way to maintain contact with them to nurture their interest and knowledge about your offer through customer relationship management, email marketing, and other lead nurturing methods to lead them into making a purchasing decision in the future.
There are two main types of lead generation – inbound and outbound. Here are brief descriptions of each type:

Inbound lead generation

Inbound lead generation involves the use of organic marketing strategies to attract an audience. This method aims to attract an audience who are already aware of the problem your offer solves and have the desire to solve it. The marketing techniques used for inbound lead generation include content marketing, SEO, local SEO, social media marketing, and email marketing.

Outbound lead generation

Outbound lead generation utilizes paid marketing strategies to generate leads. The targeted feature of digital advertising makes it possible to engage people who have a similar online profile or behavior as your customers regardless of their interest or awareness of your business. Outbound lead generation makes use of social media ads, pay-per-click ads, and video ads.

Elements of a successful

lead generation campaign

There are several ways to generate leads for your business. But, any lead generation campaign will require the following elements to succeed in generating leads for your business.

A landing page

A landing page serves as the location on your website where you can implement your lead generation campaign. You can use it as a destination for your search engine and social media ads since it is a dedicated page for lead generation. You can also optimize its content for keywords that your potential customers search for when they search for keywords relevant to your offer or business.

You are not limited to using a single landing page for generating leads. You can create multiple landing pages with each one dedicated to a specific market segment. This approach often works since you can create a copy that targets the specific goals, pain points, and concerns of a particular target segment.

A valuable lead magnet

A lead magnet is an item of value for your target audience that you offer at no monetary cost to them but in exchange for their information. The more valuable your lead magnet is for them, the more leads you can generate from your lead generation campaign. Examples of a lead magnet include webinars, ebooks, whitepapers, how-to guides, project estimates, consultations, and templates.

To succeed in marketing for leads, you must know your ideal customers. You can figure this out by looking into your customer base and identifying your best customers. From here, you can create at least one customer persona, which you can use to create valuable lead magnets that will attract potential customers from your audience who have a similar profile as your best customers.

A call-to-action

A call-to-action (CTA) is a statement that directs your audience on the next action they must take to get the object of their interest. In the case of lead generation, it states what your audience will get if they take on your offer in exchange for their contact information. Aside from placing it on your landing page, you can also place it in your website’s main navigation menu or sidebar, in your content, or at the end of a post.

Your CTA must be clear and consistent since there should be no confusion about what they will get if they engage with your offer. And, it should compel them into action by triggering their pain points, relating to their experience, or creating urgency. Lastly, your CTA must have a more concise version so that you are not confined to only placing it on your landing page.

A short and simple method to capture leads

You need a lead capture form to collect the information your potential customers will provide to receive your lead magnet. The information you will ask for depends on what you need to nurture your leads effectively into customers. For most businesses, a name and an email address are enough information from their leads. But, some businesses (especially B2B companies) also need the company name and job title of their leads since it hints at their capability to decide for their organization in regards to purchasing decisions.

The most common lead capture method is the static form. If you have more than three fields in it, it is best to turn it into a multistep form since it makes the form less overwhelming for your audience. Another type of lead capture method is chatbots, which provide a more conversational approach to collecting their information and enables you to qualify your leads further.

A way to follow up with your leads

As mentioned in this article, not all of your leads are of equal quality. You will have to nurture some of them before they are ready to become a customer while some are not qualified to become your customers. To qualify and nurture them, you must follow up with them by engaging them through the contact they provided.

Most businesses make use of direct messaging marketing, email marketing, newsletters, and targeted content to nurture their leads. If your business requires a more personal approach, you can nurture your leads with personal sales calls and relationship-building through account-based marketing.

A tool for analytics reporting

Like any campaign, you must measure its performance so that you can optimize it for better results. An analytics tool can provide you with the metrics to measure your campaign’s performance. There are several tools available and you must choose the one that suits the channel you are using to nurture your leads. For example, if you are using email marketing, email tracking software will be an invaluable tool for measuring and optimizing your lead-nurturing campaign.

Use Marketing for Leads in Growing Your Business

With this article, you have learned the basics of generating leads for your business. Apply these concepts to create and implement a lead generation strategy that will bring in fresh quality leads and new customers for your business consistently.
If you want a marketing professional to help develop, implement, and monitor a lead generation strategy for your business, Big Market Solutions can help you. We provide small businesses with a variety of digital marketing services including website development, social media marketing, SEO, and lead generation. Contact us today to schedule your free marketing consultation and learn more about how much potential your business has in gaining quality leads and customers.

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