The advent of the web and the increased presence of online prospects encourage companies to opt for a new marketing method: lead generation.
Generate leads for new customers
With the popularization of the Internet in all professional sectors and the increasingly significant presence of prospects on the web, the old methods of customer acquisition become obsolete. Also, entrepreneurs, sales managers, marketing professionals have an interest in reviewing their tools of conquest and customer loyalty by taking advantage of the opportunities offered by the web. This is the generation of leads, a new way to conquer new customers via digital tools, usable online.
What is Lead Generation?
To stand out from the competition, especially if you operate in a highly competitive market, any business must demonstrate its true value by communicating intelligently with its prospects. More concretely, they must be offered products or services corresponding to their daily needs and answering their questions on the use and maintenance of them. This also means providing them with the tools to get the information they need like e-books, white papers, electronic forms, e-mailing, sponsored links, etc. They increase sales and build long-term customer loyalty: this is the funnel effect.
Lead generation is done in five separate steps
To reach its full potential, lead generation is done in several stages:
Digital content
The creation of textual content, images and videos with high added value and relating to the activity of the company serves to demonstrate in the eyes of prospects the know-how of the company in its field of activity. These are typically digital (paperless) guides compared to what was done before.
A landing page
Next comes the creation of a page on the existing website or the setting up of a new site on which these contents will be published. This is the landing page to which is automatically redirected the user who requests it via the opt-in.
Promotion on the web and social networks
This is the stage where one uses the free or paid opportunities offered by the Internet and social networks to generate targeted traffic on the landing page. Citing the link in social networking accounts or mentioning them in blog post articles makes it possible to attract many visits. The same is true for Facebook list ads or Google Adwords to optimize links and other keywords.
E-mail marketing tools
The use of e-mail marketing software also allows you to send marketing messages to a large number of prospects and track them: openness, click, share, or churn rates.
Contacting prospects
The contact with the prospects showing signs of interest crown the whole, and with the aim of maintaining a lasting commercial relationship with them.
Lead generation can be saddled
Easy to say and explain, however, the implementation of lead generation can be difficult due to internal and external factors. Indeed, the company may lack internal time or expertise to produce this type of content. It may also lack the necessary expertise to solve the technical and operational problems of the innovative marketing tool. A professional businessperson, looking at this personally, may risks his business, because he cannot be everywhere at the same time.
Using the services of a web agency can also be disappointing as some of them prefer more lucrative benefits and do not need to spend a lot of time there. At a large company, sales managers are obliged to turn to IT for this type of work, thereby increasing the costs and lead times. Nevertheless, the company cannot necessarily bear these additional costs.
You need to have recourse to a professional
It is therefore best to use the know-how of an expert who is able to provide a turnkey service for the deployment of this marketing model. He will promote the client brand online and it will be up to the customer to set a timeframe for setting targets. It is incumbent on the service provider to explain the ins and outs of the system in place so that the sales manager can evaluate it. Once it has been found to be effective, the provider must teach him how to handle it in turn so that it can be used on all types of existing market. The goal is to reduce customer prospecting time. Thus, it is desirable to no longer contact them cold, but when they emit signs likely to make them pass to the act of purchase. All this saves time and money.
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