The digital era has changed the way we do business, and it’s important for marketers to keep up with the demands of their prospects by building a well-oiled lead generation machine.
What is the lead?
A lead is any person who in some way, shape, or form indicates interest in the product or service of a company.
Leads usually hear from a company or organization after opening communication (by submitting personal information for a bid, trial, or subscription)… rather than receiving a random cold call from someone who bought their contact information.
Leads are part of the broader lifecycle that customers adopt as they move from user to customer. Not all leads are created equal (nor are they qualified the same). There are various types of leads depending on how skilled they are and what point of the lifecycle they are at.
Marketing Qualified Lead (MQL)
Registered marketing leads are contacts that have participated in the activities of your marketing team but are not ready to receive a sales call. An example of an MQL is a customer who fills out a landing page form for an offer (as in our scenario below for the lead generation process).
Sales Qualified Lead (SQL)
Qualified sales leads are individuals that have taken actions specifically showing their interest in being a paying customer. An example of an SQL is a client who fills out a form to ask your product or service query.
Product Qualified Lead (PQL)
Registered user leads are people that have used your company and taken actions that show an interest in being a paying customer. PQLs usually exist for businesses offering a new test or a free or restricted version of their new (such as HubSpot!) with upgrade options which is where the sales team comes in.The example of a PQL is a consumer who uses your free version but hires or asks for features only available upon payment.
Service Qualified Lead
Service trained leads are clients or customers who have stated that they’re interested in being a paying customer of your support team. An example of a professional service lead is a customer who informs their customer service representative that they want their product subscription upgraded;The Customer Service Manager will then transfer the Customer to the correct sales department or manager.
What Is Lead Generation?
Lead generation is the process of attracting and turning strangers and prospects into someone who has shown an interest in the product or service of your company. Examples of lead sources include work applications, blog posts, coupons, live events, and content online.
Lead generation is the method of attracting and turning strangers and prospects into someone who has shown an interest in the company’s product or service. Definitions of lead sources include applications for the job, blog posts, coupons, live events, and online content.
If anyone outside the marketing environment asks me what I’m doing, I can’t just answer, “I’m producing content for the lead generation.” They’d be totally puzzled, and I’d get some very confused looks.
So instead, I’m saying, “I’m focusing on finding creative ways to draw customers to my company. I want to give them enough treats to get them automatically interested in my company so that they’ll eventually warm up to the brand enough to hear from us.
That typically resonates more, because that’s exactly what lead generation is: it’s a way to warm up potential buyers to your company and get them on the road to making a purchase eventually.
Why do you need lead generation?
The transition from stranger to customer is far more normal when a stranger initiates a relationship with you by showing an organic interest in your company.
Lead generation comes under the second stage of the technique for inbound marketing. It happens after you’ve gained an audience and are able to turn those visitors into leads for your sales team (sales-qualified leads in particular).
As you can see in the diagram below, generating leads is a fundamental point in an individual’s journey to becoming a delighted customer.
11 Smart Ways to Generate More Leads for Your Business
- Optimize your web pages for conversions
All your efforts to generate leads online need to start with your website. It is not good to attract traffic to your site–whether from Twitter, social media or word-of-mouth–if those visitors then want to leave without action.
- Run a giveaway or contest
In a short time, a giveaway or contest will produce a lot of email and social leads. It works like this-brands give participants a reward in return for recommending friends, sharing content, and liking your profiles on social media.
- Invest in new technology
New technology sets industry trends. Smartphones, for example, are popular around the world. Subsequently, most people use smartphones or tablets to access their email or visit their websites; this indicates that you can invest in making your marketing campaigns compliant with these devices, allowing you to meet the full number of clients.
In short, you should keep an eye on emerging technologies and channels through which you will be able to obtain more leads for your company.
- Develop & optimize informative content
There’s no doubt that content can be a great source of web traffic–resulting in more leads. But this should be insightful and relevant to your target audience.
High-quality content can be an asset for you as it attracts traffic to your website well beyond its publish date. Try to include images, video and infographics to increase share counts and engagement.
Tip: For video content, use InVideo to create stunning professional-level videos in minutes with pre-made templates
5.Automate your marketing
What about a tool for getting more leads?
Drip is an app that offers marketing automation through a well-designed popup, email marketing, and more. You will collect your prospective customers ‘ details and turn them on autopilot to genuine leads.
Your social media marketing is another lead generation activity which you should consider automating. Jeff Bullas, for instance, uses the Agorapulse social media management platform to optimize his Twitter operation.
6. Answer a question on Quora
Quora is a Question & Answer-based social networking site with millions posting regular questions from various demographics. If you answer enough users ‘ questions, they’ll see your profile and most likely check your website out.
7. Comment on other blogs
Writing commentaries on blogs will help you get your name out there and eventually generate leads. Make your comments positive and encouraging and people will want to see what you have to say.
8. Interview influencers
Reach out influencers who love your customers and interview them for their blog or social media.
By asking short / sharp questions, keep things as straightforward as possible, and then ask them to share the final product.
It will be seen by your future clients as evidence of your reputation and will increase your chances of receiving new leads.
9. Share videos on YouTube
YouTube is not just a video hosting site, it is a major search engine. It’s more popular than any other site on social media such as Facebook, Twitter, Google+ etc.
Both posts remain online for a very long time compared with other social networking sites. And this is the best long-term platform for sending referral web traffic.
This platform helps you to build and manage your own channel, where you can share videos about specific events, tutorials and other items. This will help you stand out from your rivals and draw more market leads.
10. Offer a free software tool on your site
When you can provide a software tool on your platform that is easy to use for free, it will create trust with your audience.
One example is the website analyser on the Fast Sprout blog of Neil Patel. Or check out Agorapulse’s free Facebook and Twitter social media marketing tools, for another example.
11. Add a Quiz to your blog
Posting a quiz to your blog can engage your content and attract more attention from an online public. Actually it will easily draw readers to share their reviews on your blog and post. This will also help you build a better relationship with your audience and get more long-term leads.
There is a free resource called QuickBox that lets you create a quiz and post it on your blog in just a few simple measures.
Lead Generation Marketing
If all of these elements are put together, you can use your different promotional channels to drive traffic to your landing page to begin lead generation.
But what canals do you want to use to promote your landing page? Let’s think about lead generation front-end–leading gene marketing.
This chart shows the flow from promotional marketing channels to a created lead if you are a visual learner
There are even more channels you can use to get visitors to become leads. Let’s go into depth on these and talk about a few others.
Email is a perfect way to meet people already acquainted with your brand and your product or service. Asking them to take action is much simpler because they have already subscribed to your email. Emails appear to be a little cluttered so use CTAs with convincing copy and eye-catching design to grab the attention of your user.
Ads and Retargeting
The ad has the main aim of bringing people to take action. Or else invest the money? If you want to attract customers, make sure your landing page and offer matches exactly what the ad promises, and the action you want users to take is crystal-clear.
The best thing about advertising and deals using your blog posts is that you can customize the entire piece against the end target. And if your offer is an interactive video on setting up the Google Search Console, then you can write a blog post about how to pick your marketing metrics… which will make your CTA highly important and easy to press.
Social networking sites make it easy to direct your followers to take action, from the Instagram stories swipe-up option to Facebook bio links to bitly Twitter URLs. You can also advertise your social posts offerings, and include a call-to-action in your submission. Through this post read more about ads on social media.
By providing trials of your product or service you can break down several barriers to a sale. If a prospect uses your product you can entice them to purchase with additional deals or services. Another good idea is to include the branding in your free versions, so that you can also attract other potential customers.
Marketing, guide, or word-of-mouth, is useful in a specific way for lead generation. That is, it puts your brand up against more customers, which in effect increases your chances of producing more leads.
Whatever channel you use to generate leads, you’ll want your landing page to direct users. So long as you’ve set up a conversion landing page, the rest can manage themselves.
Tips for Lead Generation Campaigns
There can be plenty of moving parts in any given lead generation campaign. It can be hard to tell which parts of the campaign are running and which require more fine tuning. How exactly does a lead generation engine of the best-in-class go about? Here are a few tips when designing campaigns to lead generation
Use the right lead generation tools.
As you saw in our data, the most successful marketing teams use a formal system to organize and store their leads. This is where methods for generating leads and applications for generating leads come into play.
How much do you know about those people who visit your website? Know their names or email addresses? What about the pages they have visited, what they move around, and what they do before and after a lead conversion form is filled out?
If you don’t know the answers to these questions, chances are you have a hard time getting in contact with the people who visit your blog. These are questions that you should be able to answer — and with the right lead generation methods, you can.
There are a few different tools and templates out there that’ll help you create different lead gen assets to use on your site:
CTA Templates: 50+ free, customizable call-to-action (CTA) templates in PowerPoint that you can use to create clickable CTA buttons to use on your blog, landing pages, and elsewhere on your site.
Lead Generation Software Tools: This free tool from HubSpot includes lead capture and contact insights features, which will scrape any pre-existing forms you have on your website and add those contacts to your existing contact database. It also lets you create pop-ups, hello bars, or slide-ins — called “lead flows” — that’ll help you turn website visitors into leads immediately.
Visitor Tracking: Hotjar has a heatmap tool — a virtual tool which creates a color-coded representation of how a user navigates your site — that helps you understand what users want, care about, and do on your site. It records visitors and tells you where they spend the most time on your site. You can use it to gather information on your lead generation forms, feedback forms and surveys, and more.
Form-Scraping Tool: A form scraping tool that collects submissions on your website’s existing forms helps you automatically consolidate all your leads into your contact database, regardless of which form visitors submitted on your website. HubSpot customers can create and embed forms using HubSpot, which automatically populate into your CMS. Non-HubSpot customers can use a form creation tool like Contact Form 7, JetPack, or Google Forms, and then use HubSpot’s free collected forms feature to automatically capture form submissions and input them to a contact database.
Unsurprisingly, the more revenue a company has, the more leads they generate. The differences are most drastic at the highest and lowest end of the spectrum: 82% of companies with $250,000 or less in annual revenue report generating less than 100 leads per month, whereas only 8% of companies generating $1 billion in annual revenue report less than 100 leads per month.
Leads per Month
We found that 58% of companies generated 500 leads per month or fewer, and 71% generated 1,000 or fewer. However, as we saw previously, the companies having the most success are also the ones generating the most leads.
Lead Generation Software
We found that the most successful teams use a formal system to organize and store leads: 46% use Google Docs, 41% use marketing automation software, and 37% use CRM software. (Hint for HubSpot customers: Google Drive integrates with both HubSpot Marketing Hub and HubSpot CRM.)