Lead Generation are two words. The lead is defined as any person who shows interest in a company’s product or services. Some also define a lead as a contact determined to be a possible customer. So, the sales team has the responsibility to convert maximum lead into customers.
The word generation is pretty self-explanatory. It means creating.
So, collectively lead generation is the process of attracting interest in a product or service with the goal to develop sales pipelines by nurturing all targets of converting them into customers. Lead Generation is helpful for any business and for B2C and B2B spaces. Companies use many modern tools and strategies to create leads.
Best Lead Generation Marketing Strategies for Small Businesses.
Finding the best lead generation strategy can be difficult as there are hundreds of them. Moreover, if one is working on your competitor business, it will not necessarily work on your business. To make the right decision, you must consider the size of your business, niche, goals of using lead generation and lastly, what your company does.
Here are a few lead generation marketing strategies that will work perfectly with any small business.
Create Incentive-Based Referral System.
Customer referrals are a valuable and successful way of lead generation marketing. This strategy will do two things: first, the user will advertise your business, and second, you will create great leads.
It can be implemented like that. Let’s take an example of an e-commerce store; you can create codes for loyal customers. The customers will share the code with their friends, which will attract new customers who will get a discount on the first purchase, and the loyal customer will get a referral discount.
Optimize your Website and Use CTAs
There was a time when only digitally-focused businesses or media companies have to impress customers with their catchy and attractive online platforms. Now having a beautiful and functional website for a physical store is beneficial. The website must provide the answers of 4Ws i.e why, where, what and who and drive them to take some actions.
We use CTA or call to action for this purpose. The CTA might lead to a “Contact Us” page or “Location” of the shop. If you want to sell something, then CTA will lead to the product page.
Create Top-Class Content
The search engines highly reward high-quality content because it is helping people by giving the answers. Moreover, if the most searches are from a particular area, then you can use Local SEO tactics to generate more leads.
Innovate your Social Media
Social Media is an inexpensive and easy lead generation strategy for startups and small businesses. Social Media has a significant lead generation potential for local markets. Facebook and Instagram enable you to target a specific audience with their paid ads.
Moreover, some platforms have one-click email submissions. This allows the user to submit their responses with a single click. It is a simple way to collect leads with minimal effort.
Hold Events and Seminars
Holding events and seminars is a fun and interactive way of creating leads. This strategy allows you to have meaningful interactions with potential customers. You can arrange events of many types, but the most beneficial is the one that is related to your services. This allows you to engage potential customers instead of cold sales pitches.
You can also hold small events like Happy Hour, Webinar, expert chat etc.
Best Lead Generation Marketing Software
Lead generation marketing softwares are the platforms that will automatically generate leads from specific channels. Leads can be extracted from many channels like social media, emails, websites etc., so; there are many softwares. Below we will discuss the best lead generation software that can help you generate great leads.
Unbounce is a reliable lead generation software. It successfully generates and converts leads through landing pages, pop-ups, sticky bars etc. Unbounce allows you to drag any landing page and create a responsive one. Moreover, it automatically optimizes the landing page according to the guidelines of Google PageSpeed Insights.
Unbounce also offers conversion tools like A/B testing, Dynamic Text Replacement etc.
Leadpages is similar to Ubounce; it also creates leads through landing pages, alert bars, and pop-ups and has a built-in payment method. A great feature of Leadpages is customizable and ready to use responsive templates. Moreover, it also has a Facebook ad builder, which gets the content from Facebook business pages to create ads instantly.
Leadpages has a clear analytics page, and it also assists the user in their campaigns and provides clear campaign ROI.
It generates leads by compelling the user to fill the contact us form and contacting them via calls. It also enables you to schedule your calls, and you can also set an availability schedule for you and your team. So, that the calls can be diverted to available members. The calls are also recorded and stored in CRM.
Sumo is a lead generation software for e-commerce platforms. It generates leads by growing the email list, improving the order value and reducing the cart abandon rate. It can create pop-ups, smart bars and welcome mats to generate and collect leads.
5. Lead Feeder
Lead feeder is a lead generation marketing free software that creates leads by showing companies that visited you and what are their interests. It uses Google Analytics to collect and priorities the leads based on what they have viewed. Moreover, it provides contact and information of the lead.
How to execute a successful lead generation marketing strategy?
After thoroughly understanding the lead generation strategies, you can start planning for executing one. Follow these five steps to execute a lead generation marketing campaign successfully.
The objectives vary on the basis of the outcome you are expecting. You will define your goals first; they can be in a number of leads or revenue per lead. Then you can set the objectives by asking yourself some questions like:
- Who is my target audience?
- What do I want them to do?
- How will I follow up?
- What CTA do I offer?
- When will I evaluate my efforts?
Analyze and Select your Audience
They may be from a current contacts list, or you have a new group for your campaign. But you have to make sure that you understand their preferences and issues so that you can answer them with content.
Lead Generation Channel
In this, you will choose a proper lead generation channel. There are many channels like ebooks, email marketing, guides, content marketing etc. But for us, the best ones are email marketing, and webinars or expert talks are excellent lead generation strategies.
Develop an Offer
In this, you will develop an offer; there are several mechanics of creating a proposal. Firstly, you will create a landing page where the lead will land. The landing page is accessed through an offer or CTA in which the possible customer will fill a form that will put the lead on your hotlist. Then you can communicate with the lead to finalize the deal.
Creating a communication Strategy
This defines your follow up process i.e how will you respond to a lead, how will you contact them, what will you share with them and describing your proposal.