Lead Generation and Why Is It Important for Websites

Attaining leads should be one of the main objectives of any business owners with a sound mind. There are departments out there hired for the sole purpose of attaining leads. Large resources are dedicated in the pursuit for this goal.

Anyone who is interested in your product and/or service is considered a lead.

But valuable leads come in the form of prospective customers who are interested in either your product or service. They might have found your product through the internet, and are still on the fence, unsure on whether to purchase, but these leads signal opportunities for companies to boost their sales and increase their return on investment (ROI).

What is Lead Generation in Digital Marketing?

The process of obtaining leads, from various sources, is known as lead generation.

There are many types of lead generation. Lead generation strategies differ according to industries, but there are many channels that can be exploited to generate leads for your company. It is best you choose a platform that best suits your industry.

The most common lead generation tools may include:

Outbound Lead Generation

  • Cold Calls
  • Direct Mail
  • Direct Traditional Advertising
  • Email Marketing

Inbound Lead Generation

  • Search Engine Optimisation
  • Social Media
  • PPC
  • Content Marketing

Traditional Marketing

  • Networking
  • Live Events & Seminars
  • Cold Calls
  • Direct Mail
  • Direct Traditional Advertising

Outbound Lead Generation

  • Cold Calls
  • Direct Mail
  • Direct Traditional Advertising
  • Email Marketing

Outbound lead generation are the most common type of lead generation campaigns. It requires the company to be proactive and reach out to prospects.

Outbound leads can tend to be colder in general. However, by researching for companies or prospects that would benefit the most from your outreach, you stand to gain some quality handpicked leads.

For example, if you sell teeth whitening kits, you should research on dental offices that will be most suited to be affiliate partners. If you sell commercial cookers, you should research on restaurants or cafes that would stand to benefit the most from your product.

Reach out to them by sending them a customised email. Engage them to get a bearing of their interest level to try to work out a partnership.

Inbound Lead Generation

  • Search Engine Optimisation
  • Social Media
  • PPC
  • Content Marketing

Inbound Lead Generation focuses on attracting customers to your website. Through digital marketing efforts such as Social Media Marketing, Content Marketing and Paid Ads, you get to bring organic traffic to your website.

The key now is to convert these readers into paying customers. To do so, you need to optimise your website for conversion.

A landing page is important in this aspect. You want to have a good funnel or guiding system for your clients to have a better time navigating your website. No one wants to click on a paid ad only to end up digitally lost on a page and not know how to navigate.

It is best to have a customised landing page for every marketing campaign. Not only is it better for tracking leads, but it is also more personalised and allow you to have a better sales funnel for each of your campaign and/or product.

Social media can also be used effectively as a landing page. Constantly keep your pages updated with engaging content and make sure that there is a relevant and clear call-to-action for your prospective leads to reach you.

There are also other conversion tools for websites to explore, such as pop-up bars, sign-up notifications, and slide-in requests. All of these contain a call-to-action for your readers to explore, pushing them over the metaphorical fence.

Offering your viewers a free-resource in the form of an e-book or PDF could bring value to your website too, and allow your customers to connect more with your company. Building a connection is a good start to nurturing a lead.

How to Identify Quality Leads?

With the introduction of modern marketing tools, software and social media platforms, marketers are able to better focus their efforts and resources to obtain better-quality leads. Keywords analysis, for example, play an important role in identifying search intent.

However, the main challenge and obstacle that most companies still face is in determining if the leads are of high quality or lower tiered.

Lead Tracking

It is important to track the sources of your lead. Inbound leads are easier to keep track of. When a prospect fills up a sign-up form or newsletter consent form, you will have access to their basic contact information.

With access to their name, email and contact information, you will be able to sort the customers into categories, dividing them into paying or non-paying customers.

With multiple products/services, you can even further divide your customer base into different segments, to categorise your leads based on product interest level, purchasing volume and more.

Leads obtained through outbound lead generation are best kept track of using a spreadsheet. Record your interactions with your various leads thoroughly on the spreadsheet, to equip you with the knowledge on how to best keep up and follow up with them in future.

Lead Scoring

Lead scoring allows you to rank your leads by their interest level and purchase volume. The system works by assigning points to leads based on their actions and behaviours when interreacting with your website.

Companies can set their own scoring systems to rank the value of each actions. Some common point-worthy actions may include:

  • Visiting your product/services page
  • Conducting a site search
  • Opening your mails and/or clicking through your promotions
  • Downloading you free PDF/e-book resources
  • Starting a product’s free trial

A higher score coincides with a higher tier prospect, while average-scoring leads may still be worthy of your attention during your marketing campaigns.

While it can be time-consuming to perform this manually, there are many lead scoring software out there to help companies perform a better evaluation of their leads and prospects.

Why Is Lead Generation Important for Brands?

Generating leads that are both high quantity and high quality is a marketing team’s most important objective.

It is easier when a viewer is already interested in your company and brand. The decision to purchase from you just seems natural, like the next step in a long jog and the next station in a train ride.

Things are slightly more complicated when an online passer-by has no interest in what you have to offer. Your website, branding and product/service has to convince them to make the purchase. You will have to give your prospect a reason to purchase from you. Maybe you can help them fulfil a need? Maybe you can help them solve a problem? Maybe you can help them prevent a problem from happening?

A successful lead generation funnel system is what turns website visitors into paying customers. This, in turn, provides the company with a steady and recurring stream of sales.

Lead Generation Strategies

Target the Right Customers

Many companies make the mistake of emphasising of quantity or quality of leads. This may result in overspending, in terms of resources, in obtaining leads.

Additionally, businesses may make the mistake of marketing to everyone in order to capture a larger audience. While it is not a bad thing to cast a wide net, the resources dedicated and used should not be linear. More resources should be used to focus on people who are already interested in what your company has to offer.

This will in turn, save money and allow the company to have an improved ROI. Focusing on lead quality can drastically increase conversation rates. Higher conversation rates can allow you to confidently invest more into your marketing strategies.

Collect Valuable Information

Companies can obtain information through registration and sign-ups forms.

Lead generation has the potential to gather important information for companies that can allow them to gain a better insight and perspective. Market research is valuable for companies to understand their prospects and customers better. Knowing your customers’ preferences, needs and wants can allow you to tailor your product or service to suit them more. It can also allow you to refine your marketing strategy.

Build Brand Loyalty

Companies should focus their efforts on not just attracting new customers but bringing back returning customers.

In the digital age today, it is easier to form online communities. Companies can build brand loyalty by integrating their customers into a network of like-minded individuals. This can help create a community of customers, each linked by the fact that they are a customer of your brand.

Through efforts such as online competitions, giveaways, reward and referral programmes, companies can promote the growth and inclusiveness of the community and attract other non-members to be interested in this closed circle (and your brand).

The faster your build your customer base, the sooner you will be capable of retargeting new and existing customers.

Customer Service

Nevertheless, while lead generation as a goal is important, a company should not neglect its other marketing duties. A sales team that focuses solely on quality leads might end up falling flat on their faces when they neglect customer satisfaction and after-sales services.

B2B Lead Generation

B2B Marketing refers to business-to-business marketing. It holds several distinctive elements and mainly refers to the marketing of products and/or services between organisations.

With B2B marketing, it can be difficult to connect directly to company directors or executives. You will be met with obstacles in the form of red-tape and delayed email responses before you can get to a main person of contact. In such cases, it may help to use the social media platform site LinkedIn.

LinkedIn is the social network that can generate the most B2B leads. Being a business-centric platform, you might be able to reach a relevant person of contact and make a relevant pitch while remaining formal.

Conclusion

Investing time and money into quality leads is a risk that companies will have to take. The results of the return of investment from such ventures would ultimately have to depend on the foundations of your digital marketing framework.

Acquiring a ton of leads is a good thing, but identifying and securing your high-quality leads will be worth it in the long run. Nurture and warm your leads by building a personal relationship with them. After all, they are most likely to become your future customers.

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