lead generation is the conversion of people who knew your brand into potential customers for the business. It is also called lead generation.
In Inbound Marketing, it is not enough to publish your content and attract visitors to the site – they need to become opportunities for the company.
For this, it is necessary to use strategies to capture the contact of these people. This usually happens with the use of “digital baits”, which arouse interest.
Why generate leads?
If you already understand what lead generation is, you may be asking yourself: why generate leads? Isn’t it better to sell directly to those people who have already contacted the brand?
Inbound Marketing understands that the consumer goes through several steps to make the purchase decision. At the beginning of his buying journey, he still doesn’t know which problem he needs to solve, let alone which product or brand he will choose.
How to generate leads?
Lead generation can happen in several ways. Digital Marketing offers several tools to attract interested parties and convert them into leads. But, regardless of the medium you choose, it is important to know what the main elements of lead generation are:
- Landing page: it is the page that the user falls on when clicking on a promotional link. It should be fully focused on converting the visitor into a lead.
- Form: it is the tool for capturing lead contacts, asking for email, phone, address, website, etc. It is important to keep the form dry so as not to tire the user.
- Offer: tells what the user will receive after filling out the form and leaving their contact. It must be a relevant offer to the public, which motivates the registration.
- CTA: is the call to action, which indicates what the user should do (“register your email email”, “download it”, etc.). It must be clear and objective to motivate the action.
There, these are the essential elements to generate leads more efficiently. Now let’s see the main channels used for this:
Blog
The blog is the main tool of a Content Marketing strategy, which, in turn, is fuel for Inbound Marketing.
This channel centralizes the production of branded content with informative and educational posts. They are indexed by Google and attract visitors from searches and social networks or any other media.
But these people are only visitors if you don’t get in touch with them. For this reason, blogging must be integrated with lead generation and include CTAs to awaken the visitor’s interest in deepening the relationship with the brand. See an example here from the Rock blog:
This banner is inserted in the post about marketing, contextualized in the middle of the content. He directs to the landing page with the form for the visitor to leave his contact:
This is a good option to gain the visitor’s attention who is immersed in the middle of content and wants to get deeper into the subject. But you can also insert calls at the end of the post and boxes to sign up for the newsletter.
Email marketing
Email marketing is also a powerful lead generation tool. You can use your contact base to make personalized offers and deepen the relationship with each recipient.
But be careful not to abuse people’s patience. Nobody wants to keep receiving spam by email.
Therefore, send messages only to those who authorized them, segment the shipments according to each person’s interests, personalize the approach, and not insist when they do not show interest.
Paid Media
Sponsored links, display media, social ads or any other type of advertising on the web. can also be used to generate leads. These channels allow you to target the audience you want to reach precisely, so it tends to have significant results.
The most used platforms are Google Ads and Facebook Ads. You can take advantage of the most diverse media formats to disseminate your content and attract users’ attention.
LinkedIn is one of the best social platforms for generating leads, especially in B2B businesses.
There are specific forms for lead generation, with fields for the user to leave their contact. They can be integrated with paid formats, such as sponsored content and InMail. Which delivers private messages on a large scale.
On Facebook, a format is designed for lead generation called Facebook Lead Ads. This includes a form on the social network itself, without the user having to go to an external landing page.
Source: Facebook for Business
Co-marketing
Partnerships in which all sides win are always welcome. Marketing is no different.
The co-marketing is the opportunity to work with partner companies aligned with your values. The persona to produce a material or an offer and increase your reach, as a brand benefits from hearing the other.
It is ideal for lead generation, attracting potential customers that you would not reach without having your partner by your side.
To establish this partnership, it is important to have rules to define responsibilities and limits for the performance of each company, in addition to documenting them to avoid conflicts.
When creating material in partnership, define who will produce the landing page and whether there will be advertising in paid media.
