Want to know how to generate leads? With the right tools and a content marketing strategy, you will get satisfactory results.
Lead generation is a complex and time-consuming activity. Indeed, it is a far from a simple process that requires the consideration of different essential points. Generating qualified leads has become a real challenge for companies that want to grow. In fact, according to some studies, between 65% and 90% of B2B buyers do their own buying considerations, especially with the help of internet research. Similarly, 90% of them say they never answer cold calls. That’s why companies need a winning lead generation strategy.
Define your objectives and determine your personas
To begin with, it is essential to define your business objectives. Indeed, the volume, as well as the quality of the leads, are strongly linked to them. So, before starting the acquisition campaign, you should try to find a compromise between the investment and the results you expect. Then, you can define a budget and performance indicators to be observed to measure the ROI or return on investment.
To know how to address your target, it is imperative to have all the information about it beforehand. This is where the persona design comes in, which allows you to have all the useful information about your potential buyer.
As a reminder, the persona designates a profile of a typical customer allowing you to better refine your marketing actions and define the arguments that will convince your target. You must have the following data at hand
- age,
- profession,
- geographical location,
- needs,
- evolutions,
- buying behavior.
There are different approaches that can help you in the elaboration of your personas: the analysis of external files, the survey of a multi-channel database, the study of partner sites, etc.
Also, take the time to study the search intentions of your target. To do so, we recommend you analyze the intentions on search engines, through the pages that are positioned on a specific query.
The use of lead generation tools
Since lead generation is a rather complicated task, there are nowadays dedicated tools that make it easier for companies. These are lead generation tools. Their goal is to make the experience more pleasant by automating the lead capture process and performing segmentation based on specific parameters. If you were to look for a RocketReach review, you will be able to see that there are powerful lead generation tools that are great alternatives.
Currently, most lead generation software can interface directly with a CRM tool. This allows you to automatically add details about new leads without the need for manual entry. Similarly, many tools are compatible with social media accounts to ensure excellent alignment on all platforms.
Using a lead generation tool can also help you optimize communication across marketing and sales teams, but also across the entire company. When everyone has access to the same customer data and it’s always available, then teams can better align with overall goals.
With lead generation automation, you’ll no longer waste time in the sales process. Combined with quick access to information and good communication, the sales cycle will be much shorter, especially when coupled with software that helps nurture leads.
Also, note that lead generation software allows you to attract more visitors using methods like paid search as well as natural search. As a result, your content will be known by the right target.
Optimized lead management
Some dedicated tools have the ability to notify you when you receive new leads. They also provide automation and send you reminders when it is time to contact a prospect directly for example. All these tasks are essential for a good follow-up.
With a lead generation tool, you will be able to easily track each lead’s timeline, which reduces the risk of errors and oversights.
Improved lead quality
Lead generation software also helps you attract qualified leads by making it easier for you to target ideal customers. In other words, you will be able to target leads that are more advanced in their buying journey.
Features of the lead generation tool
Among the various functions of the lead generation software, we can mention :
- search for phone numbers,
- export of contacts,
- company information,
- e-mail search,
- Sales Automation,
- CRM integration,
- LinkedIn automation,
- mass enrichment from LinkedIn,
- team management,
- lead management,
- statistics and performance, etc.
Use a scoring system to prioritize leads
It is important to set up a scoring system to estimate the progress of your leads throughout the conversion tunnel. Points will be attributed according to the action taken by the lead. For example, 10 points can be awarded for downloading a white paper and 20 points for talking to a chatbot.
In addition, the so-called “tier” scores will have to be set by designating, for example, the conversion from a simple lead to MQL at 60 points.
Optimize the referencing of your website
The referencing on Google is essential to ensure long-term visibility. A large number of consumers nowadays get information on the web. However, if you are not on the list of reference solutions, then there is no chance that prospects consult you.
To do this, you need to make sure that you appear on the queries that consumers will indicate when they are looking for information. We recommend that you take advantage of your work around the development of your persona to determine the strategic keywords on which you can position yourself for your SEO.
Then do a 360° search through:
- the collaborators,
- the keyword analysis tools,
- the study of the keywords generating the most traffic in the competition,
- the anticipation of trends.
Then, it will be necessary to proceed to the production of qualitative and useful content in order to generate traffic via social media in the long term. This will be the moment to define an adapted content strategy. Depending on the expectations of your target, you can produce blog posts, video content, audio content…
Improve the conversion of your website
The conversion rate is the percentage of Internet users who have performed a specific action on your site. This can be a content download or a discount in exchange for personal data. Your site must be equipped with interactive spaces of different formats and whose content will be able to seduce the audience. You will have to rely on internal links, engaging forms, a chatbot on the homepage, non-intrusive pop-ups, etc.
The landing page is the page where the users will be redirected once they have clicked on a Google ad. In other words, it is the very first impression of your company, which is why it must be user-friendly and neat.
Communicate on social networks
Social networks are an important potential to identify and reach directly a specific target. Therefore, you will have to base yourself on your target and the nature of your offer in order to choose an adapted social network. For example, in case you market a product where aesthetics are central, then turn to the Instagram platform.
Then, you will need to showcase your products or services and reinforce your brand image through sponsored posts. It is also possible to collaborate with influencers close to your brand’s values. Finally, talking to your community will help you to get the essential information about their expectations.
Use call-to-actions
Call-to-actions or CTAs are buttons, images or messages inviting visitors to a site to perform a specific action. This action will trigger the conversion of the lead. These CTAs can be found on the website, in follow-up emails or newsletters, but also on social networks:
- downloading a guide or manual,
- when registering for an event,
- to register for a free trial.
Take the time to define the actions to integrate on your platforms, taking into account your target and your objectives. The most important thing is that they make you want to take action and seduce you with their impactful design.
You should also not forget the landing pages which are generally the very first point of entry for visitors to your site. This is why they must be worked on to be engaging.
In summary, the lead generation process contributes to the diffusion of a positive image of your company to your prospects. It will guide them throughout their journey, which should end in a purchase. However, in order to convert your qualified leads into customers, don’t hesitate to use an adapted lead generation tool. This will allow you to get results faster.