What is Lead Generation?
In the world of online marketing, businesses are tasked with finding customers who might benefit from products or services they offer. While it is now easier than ever to reach audiences by the masses, determining supply and demand in the virtual realm can be difficult. We have done the research for you and compiled the top 5 best ways to generate customer leads through digital marketing.
Tip #1: Create a strong online presence that allows you to directly connect to potential customers.
There are numerous ways for a business to communicate with people online. There may be a chat support feature on the business’s website where prospective patrons can ask questions that are answered in real time or a FAQ section where site visitors can have common questions answered and displayed. Email marketing is another way that a business can regularly contact a target audience. By gathering each site visitor’s email address, site traffic can be optimized by informed users who are part of different email lists. Other requested contact information might include their phone number or address as well as each person’s preferred method of contact.
There are also social media and networking pages including Facebook, Twitter, and LinkedIn that provide communication in an easily accessible forum. Marketing strategies can then be shared with others with the click of a mouse. There are different ways to automate posts to keep readers engaged, and Angora Pulse, Hootsuite, and Buffer are some of the most popular programs currently offered.
Tip #2: Fulfill the needs of would-be customers.
While owners are ultimately in business to generate a profit, they should not lose sight of the customers’ top concern: themselves. Though we’ve maintained our standing as a capitalist country, today’s customers are more informed about business ethics, going green, and transparency. Today’s customers are decision-makers, and they spend more time researching products and services, and those behind them to decide where to spend their money. When a business can meet these specific needs, they organically cultivate a solid customer base. By learning the type of information these users plug into search engines, businesses can market to their target customers. Keyword research tools like Soovle and Google Search Console will allow businesses to glean what people are researching and can then use search engine optimization (SEO) in their writing to attract site visitors.
Tip #3: Employ analytic tools to your advantage.
While some websites provide pop-up question boxes or surveys for users to fill out, only a fraction of visitors complete these tools without incentive. Those who do choose to answer the business’s questions may find the appearing boxes annoying, or a survey too long and burdensome to finish. A better way to gauge a possible customer’s satisfaction is to use an analytic tool like Crazy Egg alongside Google Analytics to determine what a user is doing once they reach your website. Tracking and understanding user behavior allows a business to cater to specific needs, ensuring a good browsing experience which can translate into profit.
Tip #4: Supply gated content.
By extending useful information through free trials, businesses can create their own effective lead generation by attaining curious would-be customers. While they may not be paying for anything yet, they will have access to something that will benefit them. With their contact information and a confirmed interest, the business can work to foster the relationship. Often, gated content is supplied via email, which allows the business greater access to individuals.
In some cases, users may be offered a free week of service, and their credit card information is collected. The person would then opt to cancel an ongoing subscription, or continue services with a convenient, preset service. Businesses should send reminder emails or alerts to potential customers to remind them of the end of a free trial.
Tip #5: Use modern marketing techniques
Whether the information is provided in a blog post, a video, or Facebook Ads, an informed lead generation strategy requires businesses to work within the confines of the internet to market to prospective customers. There is the potential for billions of users to access this information, which drives traffic to a business’s website. While not the preferred sole method of marketing, cold calling and cold emailing are still relevant strategies in our modern world, per Neil Patel, who has earned the reputation as an authority in digital marketing. Patel emphasizes a focus on emails since most customers are acclimated to digital communication. Emails can be tailored for business-to-business (B2B) sales and other industry professionals rather than individual customers. Lead generation may begin by the creation of a guest blog post or being featured on a podcast, but this method is advantageous because it expands the business’s audience and increases the likelihood of earning customers.