A cold-call or a bunch of emails on a new product or service can irritate your customer rather than creating interest. Most organizations wonder how they can effectively do lead generation. Here are a few facts on lead generation that every business owner should know.
Types of Leads Generated
A potential customer who has shown interest in your product or service is called a lead. The expression of their interest is marked by an e-mail ID or a phone number shared by them. Leads are part of the lifecycle of a customer, where you would convert the visitor to a customer. They can be of various types. Your marketing team brings marketing qualified leads who have engaged with them, but they may not be ready to receive a sales call. Whereas sales qualified leads expressly indicate their interest in becoming a customer. They might fill out a form provided or enquire about your service or product. In contrast, a product or service qualified lead would have taken actions to become a customer. They might ask for detailed features or explicitly inform you that they want to upgrade or buy your services or products.
Process of Lead Generation
Lead generation is a process of attracting and converting a prospective customer to a buyer. It warms up the customer in favor of your business. As you may realize, all leads are not qualified in the same way and hence you need different strategies to deal with them. Traditional techniques use to involve TV commercials, advertorial magazines, or even spamming your potential customer with promotional content. With the advent of the internet, methods of advertising and customer behavior changed drastically, and therefore lead generation. A lead generation agency can help you to identify appropriate strategies based on your business requirements.
Strategies in Lead Generation
In inbound marketing methodology, visitors discover your business through a marketing channel. They are encouraged to click on a call-to-action which makes them land on a webpage that offers the product or service. Here, the customer gets interested in an offer or a valuable service for which they exchange their contact information and becomes a lead. Other lead generation strategies include blogs, retargeting, or client referrals. The inbound method is different from interruptive advertising techniques, which stops a customer and forces them to watch the ad material.
Challenges in Lead Generation
The biggest challenge in lead generation is to identify the right customer with the right offer. It may not be enough to know the geographical location, age range, gender or title. You should deep-dive into the pattern of your target customers, their day-to-day tasks, goals and objectives, challenges they face, or publications and media consumed by them. Lead generation is a data-driven activity. Associate your organization with a lead generation agency to identify your potential customers, and you can maximize your potential.