Marketing as a whole aims to generate interest, visibility, and trust. But the entire process becomes much more streamlined when lead generation is implemented.
This is because lead generation marketing focuses on those who have already made the first step and displayed an interest in the products or services your business offers.
So, all the benefits that comes from marketing are magnified, with a consequential rise is customers and revenue as well.
But what exactly is lead generation marketing? How is it implemented? And why do businesses need it?
Leads are basically potential clients that the marketing team of a business hope to find, attract, and ultimately convert to loyal customers. Leads may be obtained through traditional advertising or word of mouth. But a growing business which hopes to retain a substantial clientele cannot rely on traditional marketing methods alone.
This is where lead generation comes in.
Lead generation essentially focuses on converting the visitors to your website into actual paying customers. This means finalising the steps involved between interest and sales.
This also means you concentrate on those who have indicated interest rather than cold-calling random individuals.
But what strategies can businesses apply for lead generation?
The best tactic generally involves an omnichannel marketing approach with strong messages, tailor-made to suit client interests.
Effective lead generation marketing strategies:
Creating fresh and relevant content that provides vital tips and know-how are sure to interest and engage prospective customers, and enables your business to gain visibility, credibility, and trust.
Regularly posting on blogs helps ensure your business remains a constant source of information which in turn retains loyalty from readers who could be valuable leads. Creating content with specific keywords helps reach your target audience and generates more conversions.
Social media marketing
Social media is another incredible avenue for lead generation. Regularly posting on sites such as LinkedIn not only creates awareness to drive organic traffic, but can also help increase engagement.
Valuable posts increase credibility and your following. But don’t stop there. Opening a dialogue to initiate interaction, sharing links, and establishing your authority and expertise in the field all support your goal of lead generation.
Email marketing is the equivalent of having personalised leaflets dropped into the inboxes of prospective clients.
It is a great way of sending out important information regarding products, services, and promotions.
It is also a great way to stay connected and memorable to existing and prospective customers. By offering attractive incentives and personalising the messages, you can optimise the process to make the conversion from lead to sales faster.
Appealing CTAs and landing pages
Creating appealing opt-in offers that convince visitors to your website to take the next step is an extremely effective strategy for lead generation.
Call-to-actions that prompt users into taking the next step, often involving filling out a form or sharing contact details, have to be catchy, attractive, and above-all, unique.
Landing page designs must also be uncluttered with a minimal number of fields to fill.
Language too, plays a crucial role. So, aiming for persuasive language with a tone of urgency achieves the required action.
Why is lead generation marketing so crucial for businesses?
Some of the most obvious benefits gleaned from a lead-generation-based marketing strategy include:
Increased brand awareness
Though brand awareness is created and achieved through various forms of marketing, an integration of lead generation strategy, such as targeted content creation, helps accelerate the process of not only establishing your brand but also converting visitors to leads.
Better reach of target market
With a better understanding of your target market, it becomes easier to create content, mailing lists, and social media posts for that particular group. Therefore, the leads obtained are more specific.
For example, content aimed at a particular age group, or those residing in a particular geographic location, make that demographic far more accessible. This in turn leads to a higher quality of leads.
Higher conversion rates
With a focused marketing strategy aimed at a specific target group, it is easy to understand why lead generation marketing results in higher conversion rates.
With valuable content, targeted email marketing, and attractive CTAs, more users progress from leads to customers. This means that leads obtained are far more likely to be converted to sales.
Creation of a sales pipeline
Lead generation is a multi-step process that involves attracting consumers, informing them of the products or services offered, and enticing them to make a purchase. This journey from stranger to customer takes place within the sales pipeline.
With lead generation marketing, you already have a clear idea of your target market and their specific interests. This helps you to create more relevant content focused on consumer needs, which in turn makes tracking the progress of prospective buyers through a sales funnel simpler and faster.
Insight into consumers
Because lead generation usually begins with an enquiry or interest shown by a user, specific opt-in offers help gather basic information on prospective clientele. This information may then be utilised to create strategic tools such as email lists which help the progress of the user through the sales funnel.
Another important tool to create targeted content is the use of referrals or reviews by existing customers which can act as a guide to work out any kinks in the marketing strategy.
This type of insight and information is also appreciated by prospective clients who value testimonials from the existing clientele.
The effectiveness of lead generation is clearly seen with regard to its ROI. Lead generation is a form of inbound marketing that not only creates more leads than outbound marketing, but also costs less.
And with a greater focus on users who have indicated interest, the cost per conversion from lead to sales is also lower.
The ultimate goal of any marketing strategy is to boost company sales and revenue, and lead generation achieves just that.
With a clearly identified target group and customer-centric content creation, the conversion of leads to sales is much more effective, resulting in more sales and increased revenue.
Lead generation marketing is an incredibly effective marketing strategy especially for new and growing businesses which do not have an established customer base, as well as those companies that are looking to expand their reach and achieve long-term sustainability.
Lead generation marketing is the equivalent of aiming at specific targets rather than wildly throwing an arrow in darkness hoping to hit something.
This specificity and focused content creation naturally yield a higher quality of leads that result in more conversions to sales, that ultimately boost revenue and help your business flourish.
If you are looking to grow your customer base and retain customer loyalty through lead generation marketing, contact the team at Serendipity Int. We will create a tailor-made, comprehensive marketing plan for your business that will increase leads, boost sales, and allow your business to reach its full potential.