All companies need efficient ways to turn interested consumers into buyers of their products or services. The process of accomplishing this is known as lead generation. There are several ways to achieve lead generation, but in digital marketing, the process typically involves collecting a website visitor's contact information via a form. Both B2B and B2C companies need to conduct lead generation in order to attract new customers. There are several ways that companies can conduct the lead generation process, either through a digital marketing agency or with an in-house marketing team.
Lead Generation Process
Before companies can develop a lead generation strategy, they must first be aware of the lead generation process. The steps of the lead generation process are lead awareness, lead education, lead sampling, and lead conversion.
1. Lead Awareness
The first step of the lead generation process is lead awareness. Lead awareness is when a potential customer becomes aware of a company and its products. Examples of lead awareness include advertising, search engine results, social media, and word of mouth.
2. Lead Education
The next step in the lead generation process is lead education. Once a lead has become aware of a company, the marketing team must educate them on the organization's offerings. Lead education makes a lead want to become a customer of the company. Companies can achieve lead education through informative social media posts, email newsletters, or webinars.
3. Lead Sampling
The next step in the lead generation process is lead sampling. Lead sampling is an easy way for the company to build trust with the lead. Lead sampling is when the company offers free trials or demos so the lead can try out the product or service.
4. Lead Conversion
The fourth and final step in the lead generation process is lead conversion. Lead conversion is when the company makes a sale, and the lead becomes a customer. The company must observe the customer's behavior and whether or not they got the desired result from the product or service. Even after the lead makes a purchase, the company must upkeep the relationship by continuing to engage with the lead. This process is known as lead nurturing.
Lead Generation Methods
There are several different ways companies can conduct the lead generation process. These methods include social media marketing, search engine optimization, pay-per-click advertisements, email marketing, webinars, and white papers and e-books. These lead generation methods will be explained in more detail below.
1. Social Media Marketing
One way that companies can conduct lead generation is through social media marketing. Customers can become aware of and interested in a company through interesting and engaging social media posts. Businesses can run ad campaigns on social media to seek customer interest. Companies can also reach out to their target audiences by searching relevant keywords or hashtags. The link to lead generation forms can also be included in social media posts to bring more traffic to the website.
2. Search Engine Optimization
Companies can also generate leads through search engine optimization (SEO). SEO is the process of organically getting results in search engines. Companies can boost their SEO rankings by researching relevant keywords and inserting them into their website content. A company can improve its SEO rankings by creating blogs and social media posts with relevant keywords. Potential leads can find a landing page or blog post with relevant keywords and become interested in the company's products or services from there.
3. Pay-Per-Click Advertisements
Pay-per-click (PPC) advertisements are another way that companies can conduct lead generation. PPC advertisements are a marketing strategy where the company has to pay a certain amount when someone clicks on one of their ads or links. PPC advertisements can be less expensive and bring in a wider range of potential leads than traditional marketing methods like radio, television, or billboards. Companies can drive more website traffic and gain more potential leads when they rank high in PPC on search engines.
4. Email Marketing
Companies can also use email marketing to effectively conduct lead generation. Email is one of the easiest and most efficient ways to reach out to potential customers. Companies can send out newsletters and address subscribers by name to pique their interest in trying out their products or services. Companies can also send out promotions on a customer's birthday. Email marketing is a helpful way to continue to maintain relationships with leads after they have become customers of the company.
Companies can create webinars to help in the lead generation process. A webinar is a seminar conducted on a website or other online platform. Companies can conduct webinars on the company’s purpose, a specific product or service, or industry-specific trends. Webinars can increase lead conversion by helping companies identify the types of audiences they want to reach and who are most interested in their products and services. After a webinar, companies can then target promising leads more directly. Webinars can also be published on the company website or sites like YouTube to be viewed later, leading to more conversions.
6. E-Books and White Papers
Another way companies can conduct lead conversion is through e-books and white papers. In the business world, an e-book is a downloadable guide highlighting practices and tips for an industry or organization. A white paper contains the same content as an e-book but in a shorter format. Companies can make their e-books, and white papers free to download so leads will read them and become interested in the company. E-books and white papers can also help build a company's reputation.
All businesses must have efficient ways to conduct lead generation. Lead generation can be done using digital marketing solutions. If companies do not have an in-house marketing team, they can seek out the services of a digital marketing agency to assist them in lead generation.
Zorbis is a digital marketing agency that can help companies with lead generation. Zorbis is one of the best SEO and SMM agencies in the USA. The company has also assisted clients in areas such as local internet marketing services, website design, and mobile app design. For more information on Zorbis’ digital marketing solutions, visit https://www.zorbis.com/ to schedule a meeting with a team of experts.