How Can I Generate Leads for Marketing? Generating leads for marketing is a tough, yet very important part of running any business.
No matter what type of business you are, so long as you provide a product or service to sell, you need to make money. And to do that you need leads and customers.
Any experienced sales team will probably know all the tricks of the trade when it comes to turning a customer into a buyer. But where do you find customers in the first place?
It’s especially hard these days with the rise of online marketing and social media marketing.
Generating leads is an important part of the sales funnel but it can be extremely challenging. Especially as you need good quality data. Generally speaking, your sales team wouldn’t even have to worry about finding a potential customer. In an ideal world, every business would have a whole team specifically in place for finding qualified leads.
Unfortunately, this isn’t an ideal world!
This article will take a look at some different methods your company can use to turn visitors into leads.
But first of all, let’s define what a lead actually is.
What is a Lead?
A lead in business basically refers to someone (a user, a reader, a potential customer) who shows interest in your company’s product or service.
A lead doesn’t necessarily refer to someone who is purchasing your product or has it sat in their checkout basket. It can be anything on the sales funnel from signing up to your email marketing campaign to sharing content about the product (or service) online.
Leads are really important when trying to sell a product because it indicates that person has an interest in your service. Therefore, if your sales team decide to pursue that lead, you know they’ve already got a fair chance of completing the sales purchase because they’ve already shown interest.
On the other hand, a user viewed an advertisement online, but just scrolled past without clicking the advert. This wouldn’t constitute as a lead. Although, the potential customer is now aware of your company, they showed no interest in you or your services. If a sales team were to then call this person, it would be a waste of time as they’d be unlikely to make a sale.
It’s important to remember that leads differ these days with the rise of online marketing. Advertising and chasing leads has changed from the way businesses used to operate, without access to the internet, so keep that in mind.
For example, you’re much more likely to get a user’s interest by showcasing or advertising a banner online, these days, than if you were to stand on the street and hand out flyers. It’s not to say that both concepts wouldn’t be successful in their own way, it’s just that one is much more common and reliable thanks to changing times.
You should also remember that types of leads differ. Marketing qualified leads, for example, are users that have engaged with your company online, but aren’t quite ready to receive a sales call or make a purchase. One prime example of this is signing up to an email list.
Other Types of Leads
There are also other types of leads too. Here’s a quick rundown:
- Sales Qualified Leads
Potential customers that have actively shown an interest in becoming a customer.
- Product Qualified Leads
Users that have already used your product and are showing interest in becoming a customer – often after taking out a free trial.
- Service Qualified Leads
Service Qualified Leads are consumers who are already interested in becoming a customer. This is by either contacting your term themselves or who already own a product or service and want to upgrade.
So now that you know what different types of leads there are, how do you generate them for marketing?
Lead Generation isn’t a type of lead but more so a process of attracting leads. Basically, lead generation refers to attracting users and then converting them into someone who is interested in your company. So, for example this is often done by events, free products, social media or discounts.
This type of Lead generation is popular because it’s a very natural way of generating someone into a customer. Often they’ve already shown some form of interest in your company. Perhaps by liking your Facebook page or browsing your website often.
Again, Lead Generation works well because you’re not approaching a user completely out of the blue. They’re already aware of who you are and have to offer. Often they are probably already thinking about making a purchase.
It’s a natural process that doesn’t feel forceful or random and more so like you’re helping that customer by fulfilling a need.
How to Generate Leads for Marketing
There are many different ways to find and generate leads for marketing (or to buy your product.)
- Digital Marketing
We’ve already gone into this in detail with other posts, but this basically refers to your online presence from your website to your social media handles. A marketer should ensure your website or landing page is full of keywords to help it get seen on Google. And should use social media to engage with customers and connections, often. Your marketer should also use blog posts or content-heavy posts to pique interest. This is another example of a great Generation Strategy.
- Online Advertising
From Cost Per Click all the way through to Cost Per Acquisition, Cost Per Conversion, Cost Per Mile and even Click Through Rate are fantastic and cost-effective ways to reach a larger audience and bring in revenue. Just be aware, it may take time to get your conversion rates down, but these generation tools are a great way to get a head start on the sales process.
- Use Data Dive
Although it’s great to use alongside your marketing campaigns, a tool like Data Dive takes the hard work out of finding leads and can provide you with high-generation leads without wasting lots of time and money. It’s a great way to target decision-makers as well as prospective customers and B2B buyers, and can save your team hours of time that they’d normally spend on chasing unresponsive leads.
More Ways to Generate High-Quality Leads
- Search Engine Optimisation
SEO is kind of like the behind-the-scenes way to make sales or bring interest (or online lead generation) to your company. By updating your website and content strategy with valuable content, you’ll have your website trending on Google in no time. SEO means using target keywords (for customers, B2B Buyers, industry articles) and more. It’s best to get a marketing agency in to do this but once it’s done, you can sit back and relax. SEO is a powerful tool that can make a lot of difference once done, and is another great example of online lead generation or generation strategy. Make sure you keep an eye on Google Analytics when investing in SEO too.
- Email Marketing Strategy
Once a user signs up to your email form with their email address, you know they’re interested in your company. A good email marketing strategy will turn inbound lead generation into sales in no time. Just make sure those email addresses receive plenty of discount codes and relevant content marketing. Another prime example of generation strategy! Marketing teams will know the best content to share in these emails, once someone signs up to your form.
- Use Social Media Platforms like LinkedIn
LinkedIn is an excellent way to not only raise awareness of your brand or company but also connect with other professionals! You should sign up as a business owner, join LinkedIn groups filled with B2B Marketers and you’ll soon come across potential leads and sales leads.
You should remember to give each process time – some ways work better than others depending on your target audience and what kind of services you offer. It’s important to play around with different processes to find which one works for your sales reps.
In conclusion, it all sounds like a lot of hard work! But even keeping one tip in mind to begin with, will help you generate sales leads!
Think about your ideal customer buyer journey. How would your target customer like to be approached? Are they young and prefer social media posts? Or do they prefer more old-school and classic marketing efforts? Many consumers enjoy user-generated content and simple tools like blog posts, but these aren’t always written with the product in mind.
That’s why it’s important to do your research and experiment with different ways to approach marketing leads.
We would recommend starting with Search Engine Optimisation in-house. Outhouse: using a tool like Data Dive to begin with, so you can soon start targeting your ideal customer. These are quick cost-effective ways to start inbound marketing strategies before you can then move onto other inbound marketing processes.
For example, once your site has been updated for SEO, you can then look at other areas whilst the leads come in.
Once that’s done, you can think about the use of opt-in forms, long-tail keywords, guest posts/guest blogging and even updating social channels or social media channels already followed by current customers.
By opting into a tool like Data Dive, you can also focus on other marketing strategies, whilst the tool does the hard work for you!
Your sales team can focus on exactly what they need to: getting potential customers buying, whereas your trusty digital marketer can focus on some of the tips we mentioned above.
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