The strength of your chosen lead generation strategy is undoubtedly one of the deciding factors influencing the success of your digital marketing efforts. Lead generation is focused on initiating and cultivating the consumer-business relationship, and the concept of the marketing ‘funnel’ is a great way to illustrate the purpose of lead generation. A ‘funnel’ is a marketing model which illustrates the theoretical consumer journey through its various stages, beginning from when the consumer first becomes aware of a particular brand and ending once they’ve completed a purchase.
Ideally, a business should endeavour to retain as many consumers as possible from the widest part of the funnel (consumer awareness) to the narrowest part of the funnel (conversion into a paying customer). Arguably the first part of the funnel is the hardest one, because it is at this stage that your business has to ensure that it delivers relevant campaigns to the right target audiences, thereby capturing their interest.
This is where lead generation comes in, because it is through lead generation that your business can begin to develop the recognition, interest, traffic and ultimately profits it needs to continue to thrive and flourish. Your business’ survival is dependent upon a reliable and steady flow of customers, and in this comprehensive guide we’re going to be looking at the various tactics, techniques and methods which entail a powerful and effective lead generation strategy.
Social Media Marketing
Social media platforms such as Instagram, Facebook and Twitter may have been created as a means for interpersonal communication, but they have since become pivotal digital marketing tools. The role of social media in lead generation is becoming more and more prominent, and there’s no doubt that businesses are going to increasingly rely on these networks in order to generate the leads that they need.
Through social media, businesses have the perfect platform through which they can easily create and publish content for the purpose of marketing their products and/or services and connecting and interacting with consumers.
The Role of Data
We’re living in an information-based society, one of the characteristics of which is an abundance of accessible and available consumer data. Increasingly, we are existing simultaneously in the digital and physical spheres, and the more time we spend online the more data we are generating regarding our social media activities, browsing behaviours and the type of content and messages we are interested in.
Data has become an invaluable resource to businesses, especially when it comes to designing digital marketing campaigns for the purpose of lead generation. By using this information, your business can identify the core demographics and preferences of particular consumers, identify your target audiences, and then create impactful and far-reaching campaigns which will be delivered to those who are most likely to become paying leads.
Email Marketing Has Never Been More Reliable
When it’s compared to other forms of digital marketing, email marketing has definitely been around for much longer. This doesn’t mean that its relevance or reliability as a lead generation strategy has diminished in any way, however, and the truth is that it is just as effective in the present as it was a decade or even a couple of decades ago.
Email marketing consists of such activities as mailing lists and email automation, and it is an incredibly powerful marketing tactic, By automating an email campaign, your business can generate leads, sales and revenues whenever the opportunity arises. It is one of the most effective methods of communicating with potential customers as well as sustaining the interest of existing customers.
Segmenting Target Audiences
With the prevalence of digital technologies, customers are becomingly increasingly accustomed to personalised online experiences which have been tailored to their online behaviours, preferences, interests and demographics. It’s important that businesses continually collect and analyse data regarding their potential as well as existing customers, and then change their digital marketing strategies accordingly in order to ensure they’re still generating as many leads as they can.
Segmenting customers is an incredibly effective way to reach out to as broad an audience as possible whilst simultaneously providing them with a bespoke experience of your business. By identifying which group of customers should receive selected content based on the data your business has collected, you can more effectively allocate your marketing resources by ensuring that the content you distribute reaches those who are most likely to positively respond.
Attract Interest With Relevant, Evergreen Content
The Internet is incredibly saturated when it comes to content, with articles, videos, webpages and media being uploaded every second on a truly unimaginable scale, and ensuring that your content remains visible and topical so that it can generate quality leads for you is a constant struggle. It’s for this reason that creating content which remains relevant over extended periods of time is critical – known as evergreen content.
Evergreen content will not expire in the short-term, will always be relevant and relatable, and will continually engage and attract consumers. Incorporating evergreen content is regarded as a critical success factor for a business’ marketing strategy, especially because they drive more traffic, have lower maintenance costs (because you don’t have to keep updating or replacing it), sustain high SEO ranks and can be shared on social media for prolonged stretches of time. When you publish relevant content, it will organically and consistently generate leads for you without any conscious effort on your part.
Consider Which Lead Generation Strategies Will Work For You
Lead generation is a multi-faceted and complex endeavour which requires a comprehensive and strategic approach. The various strategies we’ve described in this article are just some of the ways in which you can generate leads. It’s important to understand which of these strategies are most likely to produce the results you want, however, and this decision will depend upon your business model and infrastructure as well as the characteristics and demographics of your target audiences.
This article does provide a useful and informative starting point, however, and you can decide which strategies you would like to prioritise depending on your purpose and objectives as a business. Versatility and adaptability is critical in the information-based and data-oriented society we live in, and an effective lead generation strategy will probably consist of a combination of tactics and techniques, through which you can propel your business forwards and ensure that it leaps from strength to strength.