Now that we understand how lead generation is integrated into inbound marketing methodology, let's review the actual components of the lead generation process.
First, a visitor discovers your business through one of your marketing channels, such as your website, blog, or social media profile.That visitor clicks on your call to action (or call to action, CTA): an image, button or message that encourages visitors to take a desired action.
That CTA takes your visitor to a landing page, which is a web page designed to obtain lead information in exchange for an offer. Note: An offer is the content or something of value that is offered on the landing page, such as an ebook, a course, or a template. The offer must be perceived as having sufficient value for a visitor to provide personal information in exchange for access to it.
Once on the landing page, your visitor will fill out a form in exchange for the offer. (It is common for forms to appear on landing pages, but they can be hosted anywhere on your site.) Clever! You already have a new lead, as long as you follow the good practices for its capture.
To sum it up: the visitor clicks on a CTA that takes them to a landing page where they fill out a form to get an offer, at which point they become a lead.
Once you combine all the elements, you can use various promotional channels to drive traffic to your landing page to start generating leads. But what channels should you use to promote your landing page? Let's talk about the interface that takes care of lead generation: marketing for lead generation.
destino para empezar a generar leads. Pero ¿Cuáles canales deberías usar para promover tu página de destino? Hablemos de la interfaz que se encarga de la generación de leads: marketing para lead generation.
There are other channels that you can use to get visitors who turn into leads. Let's go through them in depth and talk about a few more.
Creating content is a great way to guide users to a landing page. Typically, you create content to give your visitors free and useful information. You can include CTAs anywhere: at the beginning or end of an article, in a banner in the header, or even in a side panel. The more satisfied a visitor is with your content, the more likely they are to click on your call to action and go to your landing page.
Email is a good place to reach people who already know your brand and product or service. It is much easier to ask them to complete an action since they have subscribed to your list. Emails tend to be a bit crowded, so use a CTA that has eye-catching copy and an attractive design to get the attention of your subscribers.
Ads and retargeting
The purpose of an ad is to get people to do something. Otherwise, why spend money? If you want people to convert, make sure your landing page and offer are exactly what you promised in the ad, and that the action you want them to take is clear.
The great thing about using your blog posts to promote an offer is that you can create the right piece for that purpose. For example, if your offer is an educational video on how to set up Google Search Console, then write a blog post that explains how to set your marketing metrics ... which could make your CTA very relevant and clickable.
Social media platforms make it easy for you to guide your followers to take action, from swiping up on Instagram Stories to links in Facebook bios or cropped URLs on Twitter. You can also promote your offers in your posts and updates, and include a CTA in your copy.
You can overcome many barriers to a sale by offering trials of your product or service. Once a prospect uses it, you can attract them with additional offers or resources that encourage them to buy. Another good practice is to include your brand image in your free versions so that you capture other leads as well.
Referential marketing, or word of mouth, is useful for lead generation, but in a different way. That is, it puts your brand in front of more people, which in turn increases your opportunities to generate more leads.
Whichever channel you use to generate leads, guide users to your landing page. As long as you build one that does the conversion, the rest will do itself.
Why not just buy leads?
Marketers and salespeople alike want to fill their sales funnel, and they want it to be fast. Hence the temptation to buy leads. Buying leads, as opposed to generating them organically, is much easier and takes less time and effort, even though it is more expensive. But you pay to advertise anyway, so why not buy leads?
First of all, any lead you buy doesn't really know you. Most likely, they accepted when registering for something on a third party site, and did not choose to receive anything from your company.
The messages you send them are therefore unwanted. And sending spam is invasive. If the prospect has never been to your website or indicated an interest in your products or services, then you interrupt them ... it's that simple.
If he never specifically chose to receive messages from you, then there is a high probability that he will mark them as spam, which is very dangerous for your business. This not only trains your email provider to filter your messages, it also tells them which ones to not allow in at all.
Once a sufficient number of people mark you as spam, you will be blacklisted, which is then shared with other email providers. When they are on that blacklist, it is very, very difficult to get off it. Also, your email delivery and IP reputation will be damaged.