So you want to generate leads from your website? That’s great! You’ve come to the right place.
However, if you think lead generation is simple because some marketer said so on Social Media, think again.
Frankly, it isn’t an easy task.
Although, lead generation is simple theoretically, its a different story when it comes to execution.
In fact, over 60% of marketers say generating leads is their biggest challenge, whether its due to staffing, budget or other constraints.
While these may be legitimate claims, is it really true?
Marketing is constantly changing, but have we? What we think worked years ago for generating leads, will not work today. The methodology has changed, and continues to evolve.
Lead generation has evolved over the centuries, new innovations have created new and exciting ways for businesses to get in front of their target audience.
Here is a brief history of how lead generation has changed throughout history:
The history on Lead Generation is really meant to reveal how the methods and technologies are always evolving over time. As a business owner, it’s important to note the changes in trends, so you can find efficiencies in lead generation strategies.
Certain target markets may respond differently to inbound/outbound lead generation. It’s best to find a balanced approach to inbound/outbound lead generation with your ideal tribe of clients.
One fundamental truth of generating consistent leads that hasn’t changed throughout history is, getting in front the ideal target market with a “reason” to buy a product or service. Keep this in mind, and it will save you time and money in future lead generation campaigns.
A lead is a person that expresses an interest in a offer in some way, shape, or form.
Leads are typically followed up by the business after opening a communication (usually by providing information for an offer).
For example, a person takes an online survey to learn more about how to get that promotion they’ve always wanted at work. In a day or less, that person receives an e-mail from a Career Coach who created the survey, stating they could help them achieve that promotion in a set period of time. This would be less intrusive, than just receiving a cold call from someone trying to convince you to buy into something you may not even want.
From the business point of view, the survey response information a Coach collects from the target audience allows them to personalize an opening communication to address an existing problem or need — and not bother wasting time contacting leads who aren’t interested in a program.
Leads are part of a bigger picture that a consumer follows when transitioning from visitor to customer.
Lead generation is the process of attracting strangers and visitors who expresses interest in your service offering. Some great examples of lead generators are webinars, white papers or checklists.
These lead generators are part of an overall strategy to attract potential clients and gently guide them towards your offers.
Simply put, lead generation is a way to warm-up customers to your business and guide them on the path to purchase.
When a stranger expresses an organic interest towards your business, the transition from stranger to client is FAR more natural.
Lead generation happens during the second phase of the inbound marketing methodology. It naturally occurs once you’ve attracted an audience and ready to convert these visitors into leads.
Based on the diagram below, generating leads is fundamental in the person’s journey to becoming a delighted client.
Now that we’ve covered lead generation basics, and where it fits into the inbound marketing methodology, we can move into the process stuff.
To sum the client lead generation process up:
A visitor clicks on your CTA, which takes them to a landing page where they complete a lead capture form to get the offer promised, and they become a lead.
Now that you’ve got all the elements assembled, it’s time to utilize the different marketing channels to drive targeted traffic to your landing page, and start generating those leads.
So which marketing channels do you use to promote a landing page?
We’ve put together a handy flowchart below, that provides a good visual representation of marketing channels to lead generation.
With blog posts, you can easily customize your content to an end goal (offer). For example, if your offer is an instructional video on how to remove communication barriers in a relationship, then a blog post could be a simple way to identify those blockages, which makes your CTA much more relevant and effective.
Email is a great channel to target, since your audience is somewhat familiar with your brand. It is far MORE easier for this audience to take action since they are already subscribers to your e-mail list. With the abundance of daily e-mails in our inbox, you’ll want to use a CTA that is backed by compelling copy and designed to catch the reader’s attention.
79% of US consumers use Social Media, making it easier for others to respond to your offers. From links embedded in Tweets on Twitter to Swiping up on Instagram stories. You could even promote your offer in Facebook posts and include a CTA that redirects to a landing page.
Yes, this lead generation stuff might feel overwhelming, but in reality, it really boils down to understanding your tribe and catering to their specific persona(s). Keep your attention on adding value through the content you create and nurturing those relationships via e-mail.
Just knowing who your ideal customer is will help align your messaging throughout the entire lead generation process (i.e. landing pages, e-mail sequences). This not only helps with personalization, but also helps build a stronger connection with your prospective customers that would’ve been far more difficult to achieve with unconventional marketing efforts.