Updated: Aug 23, 2021
Lead generation has become one of those overused marketing terms that have lost meaning due to overuse. Yet, it is one of the most effective marketing strategies for businesses of all sizes to actually convert visitors to customers.
It is especially effective for small businesses that struggle to find more customers. However, to truly succeed at it, there are some important factors to know.
First off, what is lead generation marketing?
A lead is someone who has shown interest in your company and the product or service that is being offered. This can be done in a variety of ways, for example, following the company's social media page, downloading something from your website like a guide or informational flyer, someone signing up for your email listing etc.
Lead Marketing online, therefore, is the process by which the company identifies these leads, meet their needs and expectations and hopefully converts them into prospects through online channels such as social media, email marketing and more.
Why is lead marketing important?
Lead generation marketing helps companies find potential and interested consumers and creates a more holistic way to convert them into customers. It is particularly beneficial because it helps companies focus their content and marketing to people who have shown interest in the type of product or service they offer or the company itself. Thus, the return on investment through this form of marketing is typically higher.
How can I implement lead marketing within my marketing strategy for my small business?
Lead generation marketing takes persistence, patience and often testing to see what content attracts your desired target audience. There are many ways to do this both with and without a website.
1. Educate Your Audience
This is typically a very effective format for small businesses, especially for social media posts and blogs. Teaching and showing your audience your product/service and the benefits of it, how to use it and even how to buy it are extremely beneficial to a consumer. Through this content, you can directly communicate with the audience about the product or service.
2. Create Compelling CTA's
Regardless of the platform, using the right CTA can make all the difference. Using effective call-to-actions (CTAs) such as: "sign up now to get 10% off" or "click the link in our bio to get a free consultation", is a great way to get more people to a landing page.
3. Lead to One Point
All the content across platforms should lead to one specific landing page. This helps with monitoring conversions, testing out what leads work and it makes the process simple. Meaning that regardless of the chosen channels, for example, Instagram posts, blogs, SEO, Paid Ads and email marketing should all go to the same landing page.
4. Have a testing period
The reality for many small businesses navigating their own marketing is that it requires a period of trial and error. Having a lead generation plan, executing it and reviewing it over a specific time period for example a month or two, is a great way to gauge what is working for the company's customers and the company itself.
5. Collect & Review Data
One of the most valuable aspects of doing lead generation online is the fact that companies have access to the website and social media analytics that reveal through data what is and is not working. This data also provides companies with the ability to see exactly where they need to adjust and make changes in order to improve their marketing.