Quite simply, lead generation is collecting information from prospects, and feeding those prospects into your marketing funnel where you can continue to nurture them based on their individual needs.
It's the first step in the growth of your business.
There are a number of ways that leads can be generated - whether that be through paid advertising on Google or social media platforms, or through organic search - but you always want to collect a contact's information through a legitimate form if you want to follow GDPR laws (which you do).
Having a fully optimised website that encourages lead generation is hugely important. You want to make sure each page gives your visitors the opportunity to find out more by inputting their details, allowing you to start that all important campaign that will guide them through the journey from lead to customer.
Marketing is evolving all the time, and with the digital age well upon us, it's important that as marketers, we adapt our strategies to reflect this change in buyer behaviour.
It used to be that once you had a prospect's attention, that closing the deal was pretty simple, but today, you have to lead them carefully and gently down the marketing funnel towards a purchase commitment.
With that in mind, it's no longer enough to just reach out to cold prospects and present your sales pitch. Instead, you need to keep them engaged, and show them exactly why they need your service or product in order to achieve their goals.
By creating content that appeals to prospects at all stages of the buyers journey, you're increasing the chance of not only feeding them from the top to the bottom of the funnel, but also pulling in prospects further towards the bottom.
As such, having a lead generation strategy in place is extremely important, as you're opening up ample opportunities to collect prospect data and reach out to prospects who are already expecting to hear from you and your sales team, and so more likely to convert.
In practice, generating leads can be one of the toughest aspects of marketing. How do you drive potential prospects to your content to show them how brilliant you really are?
That said, the concept isn't too complicated.
Ultimately, it's important to focus on your website, and ensure that you're offering content that's targeted to your ideal customers and making it appealing enough that prospects are willing to offer up their personal details through a form in order to get their hands on it.
In order for you to find out what your target audience wants, you'll need to do a fair bit of testing, tweaking aspects of your site and the content within it to find out what tickles their fancy.
Once you've mastered that, though, you're ready to unleash your amazing campaign on them, guiding them down the tunnel towards being a loyal and valued customer.
There are a number of methods you can adopt in order to start generating more leads for your business, and they all start with knowing your audience.
When you've determined exactly who your ideal customer is, you can get the ball rolling, implementing the following methods to start bringing in leads.
We've always stood by the power of content marketing, and it's no different when it comes to lead generation. Content of all kinds - including written, video, and audio - help cement your brand as the thought leaders and authority in your field. The more high quality content you publish, the more likely you are to stand out and make a name for yourself among your target prospects.
Organic search is just as important as paid search, and so ensuring that every page on your site is optimised for search engines will go a long way in generating leads for your B2B business. If you're unsure as to where your site stands in regards to SEO, you can get a free SEO audit here. LINK.
Email marketing campaigns are a great way of turning prospects into leads. If you already have a legitimate database, segment it into niches and create campaigns that target each of your niches. The content of these emails should be designed around the recipient's position in the buyers journey, and shouldn't be invasive or overly persistent, but instead nurturing and informative.
Social media is often overlooked, but if you've got a high number of followers, or a high number of connections on LinkedIn, it can be an extremely powerful tool when it comes to generating leads. Show the human side of your business and put yourself across in a more 'person-first' manner in order to build lasting relationships that will, over time, build trust and increase your chances of converting.
In keeping with the idea of getting to know your potential customers, event marketing is a great way of creating a personality for your brand and prompting the conversion from prospects to leads. Giving prospects the opportunity to meet you and chat directly with you face-to-face, will once again help build that trust, and highlight that you're not just all talk, but actually willing to act on your promises. Webinars are a great substitute to in-person events, too, allowing prospects from further afield to attend, and saving money on venue and equipment hire.
Which is why you can be sure that the team at Szupernova will go the extra mile to ensure that your business will grow at the rate that you want. We offer a personalised service with the intention of building relationships with our clients that blossom over time.
Your SEO is just the start of something amazing.
We’ve worked with some of the biggest brands in the UK (and some smaller ones too). The one thing each of our clients has in common is the desire to grow. That’s what we do. We help businesses and brands grow by utilising years of marketing, industry, production and content production experience.