What is Lead Generation?

 

The process of creating consumer interest in a service or product is what we call lead generation. Its goal is to convert this interest from leads into sales. In the world of online marketing, this would normally include the collection of contact details for visitors through a web form.

Many B2B companies rely on lead generation for their sales funnel strategy because their products would often cost a lot and there is very little likelihood that their web visitors would buy directly from their website. By collecting leads, companies are able to inform and nurture these prospect customers through a variety of digital strategies before they are directed to their sales teams.

E-commerce and similar businesses also find lead generation a must in many of their strategies especially since email marketing is still a very effective way to market online. Collecting the contact details of a prospect customer allows businesses to include them in their marketing efforts later on.

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The Lead Generation Basics

Driving traffic to the target website/s and then convincing the visitors to share with them their contact details are the two main parts in lead generation. The first step in this process is to identify the best way to attract people to the website.

This can be done in a number of ways but will depend on the goals and budget of the company. Here are some examples of how businesses drive traffic to their website nowadays:

Search Engine Marketing – This is a form of online advertising which involves payment to search engines so they will include their display ads via search results. Since many people search through the web, this can be a huge source for traffic on websites looking for them.

Search Engine Optimisation – Also known as SEO, this technique has similarities with SEM in that it involves obtaining traffic via search engines. SEO doesn’t pay search engines to put up ads but optimizes a website to appear higher in search results to get organic traffic.

Social Media Marketing – Facebook, LinkedIn and many other social networks today have become some of the most popular websites on the Internet today and for good reason. Marketers can use these channels to drive traffic by posting content that is relevant to their target audience. They can even pay these networks to have their ads put up to gain more traction.

After visitors begin to arrive at your website, the next step in this process is to convert them to leads through an online form. There are many ways to get this done but the process usually involves piquing the interest of the visitors about a product or service and have them submit their contact information to you.

A couple of ways a company can generate these leads are through:

Content – By publishing quality content for contact information, people can gain leads to achieve their goals. The content can be in the form of infographics, white papers, videos and more. The goal here is to spark interest in your users using relevant content that will require them to give you their contact details.

Landing Pages – Your product is the best tool for lead generation. A compelling product can solve a lot of pain points as visitors will readily give their contact details to try it out.

A/B Tests

Despite having numerous website elements that need to be improved, you don’t want to have a strategy that improves all of them and just hope that the results will turn out to be positive. This is where A/B testing shines.

This is a way for you to test the different changes that you do on your website to figure out whether these implementations brings positive results or not. You will want to know if your efforts are converting these leads and what the exact impacts are going to be in the long run. Doing the testing will let you make informed decisions based on the data you gathered instead of just going with what your gut tells you.

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A/B Tests

Despite having numerous website elements that need to be improved, you don’t want to have a strategy that improves all of them and just hope that the results will turn out to be positive. This is where A/B testing shines.

This is a way for you to test the different changes that you do on your website to figure out whether these implementations brings positive results or not. You will want to know if your efforts are converting these leads and what the exact impacts are going to be in the long run. Doing the testing will let you make informed decisions based on the data you gathered instead of just going with what your gut tells you.

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