Who is a ‘Lead’?
To be able to explain what lead generation is, we must first explain the meaning of a ‘Lead;’ The selling process starts with sales manager finding a person or organization who is potentially interested in buying a specific product or a service. That person or organisation is called a Lead from the seller’s perspective. If a lead shows interest, he becomes what sellers call a Prospect, and he later makes a buying activity.
What is Lead generation?
Lead generation represents a set of activities of attracting people to give you their contact information. It’s done by finding individuals or companies who fit the criteria for your targeted group, and therefore have the potential to be interested in what you’re offering. It’s true, it takes time and a lot of research to find out exactly who your target audience are and then even more time before they become leads, but trust us, that’s a lot more efficient than ‘cold calling’ random people.
Why is Lead generation important?
One study showed the companies who use lead generation are more than twice as profitable than the companies who don’t. Why? Calling as many people possible until you find someone interested is an absolute waste of time. Your time is a resource, and you are investing it.
Instead of offering a service or a product to people who have absolutely no interest in it or haven’t thought about it at all, it’s so much better to channel that effort into people who have already shown some interests in your business. That’s how the time between representing and actually selling a product is significantly reduced.
So, how do we find ‘leads’?
Most people nowadays will use the internet to find something they need. So, guess what, the best way to collect leads is by using internet as well. It’s very important to be present in areas where your target audience might be. Two basic ways of finding leads are:
In our previous blog post, we’ve explained what Inbound represents. So you might want to take a look. https://opinodo.com/inbound-marketing/
The best way to collect leads is by using a predefined number of the approaches, especially if you’re just starting. Make sure that you have the metrics in place, so you can follow the results. Eventually you will see, which strategy turned out the best. Some of the approaches or tools you might use are:
- Social media
- Products trial
Generating leads is just as important as figuring out who they are. Here is some important terminology regarding lead generation:
– Visitor (a person who finds your business through one of your channels, whether that is a blog, social media or your web page).
– CTA (call to action is a picture, a button or a message that invites a visitor to a landing page of your business. Make sure your CTA directs visitors to a target landing page which is relevant for what they are looking for.)
– Landing page (Landing page is your web page on which a visitor approaches with specific purpose. Remember, your landing page must lead a visitor to a specific target. So set a target you want your leads to follow and design your landing page based on that)
– Patterns (Patterns are usually hosted on your landing pages, collecting information which will help you to make an offer your visitors will not resist)
– Offer (An offer is content or something valuable that is “offered” on your landing page. It’s given to visitors in exchange for their information. It can be a free trial of some software, an education material free of charge etc…)
When you’ve done this, all that’s left is to collect leads (their information). Collecting leads (information) is done by different online forms. In that way, a lead has started communicating with a company. He has invited that particular company to contact him, and he is ready to become their ‘prospect’.