The Anatomy of a Highly Effective Lead Generation Process
Lead generation is the means through which potential customers /leads are put into a contact system with hopes for turning them into paying customers.
This contact system Aka Marketing Software system guides the leads throughout the buying process. The strategy used in lead generation is to build a lasting relationship with the most valuable leads by informing them about your brand and the products/services on offer.
Below are 5 keys to effective lead generation:
1. Acquire Leads
The magnet that attracts leads to your website should be engaging content in the form of eBooks, blog posts, whitepapers, photos, infographics etc.
Once you manage to distribute the relevant content across platforms such as Facebook, Twitter, LinkedIn and Instagram or wherever else your potential customers are most active, you are guaranteed to conduct more sales.
You should also try disseminating nuggets of information in short-form like Tweets, photos, and short videos.
They work well to capture the audience’s point of interest because they require no boundaries to consume. Longer content requires one to sign up in order to be accessed, like Instructional videos and eBooks.
2. Nurture Existing Leads
When a lead becomes part of your email list, it presents the opportunity to nurture their trust and loyalty on a constant basis.
This nurturing process goes a long way to capture your potential customer’s attention and keep them interested in making their next purchases.
By setting up email autoresponders, leads will be sent to you whenever a consumer downloads content, tries a product or even makes a purchase.
Nurturing a single lead typically takes about 12 months to be converted into a paying consumer. Patience pays.
3. Score Each Lead
Scoring leads is the dependable way of evaluating and ranking potential customers according to their interaction with your online media.
The highest scoring leads download more content, fill out more forms and view more videos compared to other leads. The ones who show more interest are therefore more valuable to you.
Be in tune with the rise and fall of your lead’s score to gain a better understanding of their wants and needs. Focus on nurturing valuable leads, it will reflect in more sales in the long run.
4. Pass along Leads to Sales
Take note of the stages that each potential customer goes through before they finally make a purchase. The trick is to identify specific leads that have matured and are ready to be passed on to sales as opposed to the ones that still require nurturing.
By keeping an eye on these stages, you are more capable of rescuing a lead that had lost interest and set them back on track.
The marketing team captures the leads by retaining interest while the sales team moves the customers’ desires to action. The sales team also develops post-purchase relations with the buyers.
The best way to identify a sales-ready lead is by checking whether they have a healthy profile, a high lead score, and a budget.
5. Evaluate Lead Generation Process
From start to finish, the lead generating process should be examined closely and thoroughly to ensure that operations are running smoothly.
The best way to ensure successful sales is to invest in the nurturing phase. This is where most warm leads drop off. By preventing this drop in interest by the consumer, you solve the problem of reclaiming lost leads before they drop off.
Marketing analytics is a great tool used to monitor website traffic of new visitors who are signing up to your business; Landerapp is leading software that will work wonders for your lead generation process.
At the end of the day, don’t be afraid to experiment with all types of tools to further improve your business’ performance.