What is Lead Generation in Digital Marketing?

This is the process of attracting leads and turning them into people who are willing to buy a business’ products and services. In marketing, it involves identifying potential customers who would be willing to do business and providing them with information on the particular product or service to turn them into paying customers. There are various methods and channels to help do this on the internet. The purpose for lead generation also differs.

Lead generation is also combined with the management of leads to pass into the purchasing funnel. The term pipeline marketing refers to this combination of activities. A person is usually assigned a lead for follow-up. After the person (for example the salesman) investigates and recommends him for a potential client, the lead becomes a business opportunity. The opportunity needs to go through multiple sales processes before the offer is won. Leads may come from various sources or activities, e.g. digitally over the Internet, through personal referrals, through company or telemarketer telephone calls, through advertisements, and events.

 

What Is A Lead?

A lead describes any person that demonstrates interest in your product, service, or brand. It’s an essential process for business-to-business (B2B) and business-to-consumer (B2C) companies. The contact information and, in some cases, personal information of a customer who has an interest in a specific product or service are typically a guide when generating leads. Leads can be divided into sales leads, investor leads,  and the marketing leads. 

What Are the Types of Lead Generation?

Outbound:

Outbound Lead generation is when you utilize a lead generation strategies like trade shows, cold calling, and adverts, strategies that focus on pushing people to your product,  business and services. 

Inbound:

Inbound Lead generation is just the opposite of outbound lead generation. It focuses on pulling people towards your services, business or the goods you’re marketing to them using social media, blog posts and video marketing.

How do You Generate Leads?

There are various ways to generate leads. Most marketers employ as many methods as they can – usually starting with the most promising. You can leverage social media to generate leads by posting compelling content on Facebook and Twitter to get prospects interested in a product or service. Direct customer engagement is the most effective method of lead generation, as it usually delivers on quality leads that convert. Marketers also try to get referrals from previous customers and their friends. This method might seem tedious, but it provides solid leads that perform better than, say, cold calling.

What is a Lead Generation Plan?

There are various ways to generate leads. Most marketers employ as many methods as they can – usually starting with the most promising. You can leverage social media to generate leads by posting compelling content on Facebook and Twitter to get prospects interested in a product or service. Direct customer engagement is the most effective method of lead generation, as it usually delivers on quality leads that convert. Marketers also try to get referrals from previous customers and their friends. This method might seem tedious, but it provides solid leads that perform better than, say, cold calling.

What is the Verification/Qualification Process?

The lead qualification process varies from industry to industry. We often employ the telephone verification method where we place a call to our client to make sure each lead from our database meets their needs. Not every lead comes out through the funnel as a customer. So, we put a lot of effort into making sure each one is verified, to save both us and our clients time and resources. The traditional method of lead qualification involves manually reaching out to every individual lead and asking them questions to verify them. However, we now use more developed methods like BANT, which is more cost effective and saves time.

Is Advertising a Form of Lead Generation?

In a way, one can say advertising is a form of lead generation since it, in its broadest sense, seeks to teach prospects about a product or service and encourages them to do business with a client. However, the main idea behind advertising is to create a general awareness for a product. Lead generation is much more direct and seeks to convert each targeted prospect. Therefore, its method of operation is more personalised.

What is Lead Nurturing?

Information generated though leads is not absolute. It changes because customers preferences and needs change and so information gathered at a particular time might become obsolete later on. To keep this information up to date, it is not enough to only generate leads. You have to nurture them with the aim of making them customers. Lead nurturing is simply the process of keeping in constant contact with  the potential buyer to update customer information and to improve their knowledge all through the buying process.  The Lead nurturing process can be manual or automatic. It is the set of actions that a marketing team makes in order to nurture the leads. 

So, Lead Generation is more Than Appointment Setting?

Yes, although setting appointments is the goal of any lead generation process. Lead generation is a process, and this means every element from the point of reaching a contact, placing a call or sending an email to them, to the point the appointment is honoured, will determine the success of the process. Therefore, it is more than just setting up an appointment. The prospect should be engaged in such a way, by the process, that an appointment will only be a formality.

What Are the Essential Tools to Use When Planning Lead Generation Campaign?

Digital lead generation is about harnessing the benefits of smart, innovative tools that have been created to give your business an edge when it comes to finding leads using your company’s data in a more advanced way and help your campaigns achieve even better results. Tool includes:

Email Marketing Tools: Email marketing tools you can use for your lead generation campaigns are email newsletters and email campaigns. Marketers can create personalized email campaigns and develop tests of their campaigns with few clicks.

Customer Relationship Management (CRM)Software:  CRM software can be anything from a simple tool for keeping your contacts to a more comprehensive solution with pipeline and billing features.

Advertising Tools: These are tools needed for your advertisement. The most well-known (and effective) platform to use is Google Ads. Bing Ads and Yahoo Search Ads are also  advertising platforms that you can use.

Communication Tools: Needless to say that you would need a communication tools through which your leads can communicate with you. There are numerous of them with robust features to make communication easier. Skype, Microsoft, Slack are few among many of them. 

How Do I know You Will Deliver Quality Leads?

We have a lead generation system that prioritises both quality and quantity leads. Our staff members are trained and fluent in multiple sectors. Our years of experience in lead generation have provided us with the expertise to deliver only solid leads to clients.

What Do You Consider to Be a Quality Lead or Appointment?

At the beginning of your campaign, we will ask you to provide us with the criteria you need us to work with. This will be specific, as opposed to our general qualification method. Depending on their responses, any prospect that meets these criteria qualifies as a good lead. We categorise them as either completed leads or qualified appointments. The completed leads are those who indicated interest in doing business with you, while those marked as qualified appointments have also agreed to either a phone conversation or a meeting. The prospects on either of these two are considered good leads by us.

How Long Does it Take to See Results With Inbound Marketing?​

There is no simple answer to this question, as there are a lot of factors that influence the results of lead generation campaigns. Some of these include qualification criteria, your social media reach and quality of the content published. But, on average, the number of leads generated should significantly begin increasing after about 2 to 3 months, while ROI stretches between 6 and 12 months. This is to be expected as lead generation campaigns are a long process.

What is the Preferred Duration For Each Campaign?

It really depends on your particular subscribers and how they have been relating with your messages. Sending something once a month will get you properly acquainted with your list. Two to three times a month is ideal. It gets you the right results while making sure you don’t become a nuisance. You can always push up this number depending on how your subscribers respond.

Which Industries Can Use Lead Generation?

Most industries stand to benefit from professional lead generation, especially if the business is looking to increase revenue and build itself as an authority in its niche. But some industries are more in need of lead generation than others. They include: software, manufacturing, distribution, hospitality, medical, finances, consulting, and advertising.

What is BANT?

It stands for Budget, Authority, Needs, and Timescale. This is a technique which is used to conduct a lead qualification/verification process. It means that when we meet a prospect, we can determine whether they will need your product or service within a reasonable timescale and that they will have the money to purchase it and the authority to do so.

How Can We Monitor Campaigns?

Once you have completed your sign-up process, we will create a campaign-monitoring account for you on our platform. This allows you to monitor your ongoing campaign in real time. It is designed to provide you with reports and analytics on your campaign.

digital-marketing