Some Thoughts on Lead Generation

by | Nov 25, 2020 | Marketing

A lot of businesses have to deal with the issue of finding new customers. The problem is that people are often reluctant to talk to a stranger about something they don’t know much about. This is where lead generation comes into play.

What is lead generation?

Lead generation is a strategy that uses a mix of marketing tactics to generate leads. The main objective of lead generation is to generate leads that can be converted into customers. This is achieved by using a variety of marketing techniques such as:

  • Online Ads
  • Web Form
  • Webinar
  • Content, Content, Content

Lead Generation Strategies

Like anything you initiate in your life, there needs to be a strategy or a plan. Coming up a lead generation strategy can be the most effective way to generate leads. A well-designed lead generation strategy can generate a high volume of leads. However, there are a number of factors to consider when designing a lead generation strategy. Most lead generation strategies to focus on:

  • What is my ideal customer type?
  • What are they looking for?
  • Where do they go to find what they are looking for?
  • Can we create something that will make them put in their contact information?
  • Do we have a lead nurturing process to guide them to the purchase decision?

Lastly, what is our CAC (cost of customer acquisition)?  This is very important to know. Remember, sometimes the cost of customer acquisition can be very high, especially for B2B companies. This can be due to the amount of time, effort, and money it takes to acquire a new customer. The marketing team should be able to roughly calculate what is the ceiling for CAC, given the historical conversion rate.

Some people mistakenly think increasing web traffic would autimatically increase the number of leads. They think that you have to have a lot of traffic to be successful with lead gen, but that’s not true. The quality of your traffic matters a lot, which is why having your online ads targeted is so important. The quality of your web content matters too.  You can get very good leads by offering a free high-quality report or by providing a free trial of your product.

Common Lead Generation Tactics

You can generate leads by:

  1. Start with creating a lead generation-oriented website.
  2. Create an attractive landing page. Make sure you include a form to invite visitors to fill in their contact information.
  3. Create a lot of content that is so attractive that people have to leave their contact information to get it.
  4. Run paid advertising campaigns to get more leads. Make sure you run your ads in the right place and to the right audience.
  5. Use a lead management system to keep track of all your leads.
  6. Build a referral program to increase your sales.
  7. Launch a special offer to generate more leads.
  8. Marketing automation to qualify and nurture your leads until they become your customers!

In closing, lead generation is not a one-size-fits-all approach. The key is to select the tools that best fit your business. As a final thought, I want to leave you with a quote from Wayne Davis.

“The lead generation process starts by finding out where your target market ‘lives’ on the web.”

Wayne Davis