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What Does Advertising Do?

Advertising helps change your company’s outdated or negative views, if appropriate. In your industry, an advertisement can also raise exposure, helping you attract partners who can grow your business. Advertising indirectly helps you develop word of mouth referrals. The more new clients you attract through ads, the more word of mouth those clients can share with others in turn.

Why do you need lead generation?

The transition from stranger to the customer is far more normal when a stranger initiates a relationship with you by demonstrating an organic interest in your company. Lead generation falls under the second stage of the technique for inbound marketing. It happens when you have drawn an audience and are ready for your sales team to turn those visitors into leads (namely sales-qualified leads).

Lead Generation Process

Now that we understand how lead generation integrates into the approach for inbound marketing, let’s walk through the steps of the lead generation process.

  1. First, via one of your marketing channels, like your website , blog, or social media page, a visitor discovers your business.
  2. That visitor then clicks a photo, button, or message on your call-to-action (CTA) that invites website visitors to take some kind of action.
  3. The CTA brings the visitor to a landing page, which is a web page designed to collect lead information for an offer in exchange.
  4. When you’re on the landing page, the visitor fills out a form for the deal in return. (Typically, the forms are hosted on the landing pages, even though they can be technically inserted anywhere on the website.) You’ve got a new lead. That is, as long as you follow the best practices in lead-capture form.

Some Strategies That Will Grow Your Leads

  1. Lead generation starts at home—review your homepage messaging: Its homepage receives the most visits for most marketers. A pioneer in the teleconferencing industry, Tandberg (since acquired by Cisco), increased its lead generation by 50 percent from a simple homepage CTA that blended with other elements such as the title, subtitle, and pictures. Your homepage can get traffic from referring sites, social media sites, search engines, and other sources if you have been actively promoting your site.
  2. Link to your webinars directly in your content: One of the best tips you can take away from this post about lead generation is how a webinar will work beautifully in your favor. A webinar is a relatively low-cost way to get your valuable message out to a target audience that actually asked for it when they registered.
  3. Use Google as your login: Since you can personalize your efforts, you can use Google as your login. When you see and approach your customers not as a group, but as individuals, successful marketing can be effectively deployed.
  4. Specialize: Separate your lead generation team from your sales team: If you want to convert visitors to your landing pages and take your lead gen to the next stage, you have to test your landing page elements constantly, including the headline, subtitles, bullet points, call-to-actions and more. Consider this a prime immovable property in your marketing campaign. In other words, leverage what’s to be provided and play with what drives the best results.

It takes time to build an actual, profitable company. Nurturing the reach of your social network, developing a powerful email marketing strategy, diligently working on quality content development and production, all of these activities take a considerable amount of time and attention. You can invest resources, but in order to achieve results, you have to step out of your comfort zone, particularly when it comes to building your lead generation campaign.

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