Topic: What is lead generation in digital marketing?
The digital era has transformed the way we do business. Gone are the days where promoting your business means taking out a newspaper advertisement or launching a flyer campaign and knocking door to door.
These days, you are able to focus on your target audience and research their habits using various analytics software(s). A bit like using an x-ray machine on your data. You can choose who to hit, when and how – and execute campaigns with extreme precision. This allows you to reverse engineer your campaigns with your starting point being the end goal, the user.
Businesses must keep up and continuously adapt to develop their digital marketing strategies. Social media and Search Engine Marketing are synonymous with Lead Generation. Both play a huge and vital role in getting brands noticed and heard and set the stage for the majority of marketing campaigns you see online today.
In short, Lead Generation in digital marketing is the initiation of consumer interest or inquiry into products or services of a business.
Lead Generation should be at the forefront of your digital marketing plans.
The aims of lead generation in digital marketing.
A potential customer in your target audience whom is interested in your product or service is called a lead. This is the very first point in the customer’s sales cycle and the first point of contact is usually through marketing.
Lead Generation, in the digital marketing world, can be broken down into sets of marketing activities that correspond with the customer’s buying journey with the aim to;
- Generate traffic to the business’s website
- Covert those website visitors into leads
- Convert the leads into customers.
There are many different tactics that can be used to generate leads in digital marketing. This could be from a contact form online, a response to a Facebook AD or an email sign up via a business newsletter.
Why is lead generation in digital marketing so important?
For a business to grow, they need customers. To get those customers they need to market themselves and gain the attention of potential customers and advertise there service and what they can offer them. This is why Lead Generation in digital marketing is so important.
Once a lead has been made, it can then be passed onto the sales team for them to nurture and then convert into a buying customer. This can be done is a variety of ways. It could be that the customer’s email is added to an email newsletter for further follow up, a phone call could be made to the client or an email.
Due to the advances in technology there is a lot more that can now be done with the information gained from your Lead Generation and digital marketing efforts. There’s software that can track product demand and customer habits, trends can be analysed and make it easier to target your potential customer via social media advertisement.
How Can you Apply Lead Generation To Your Business?
Customers now are a lot more educated than in previous years, with a whole wealth of information available at their fingertips.
Before they even enter the sales cycle they can look up reviews of your business, product history and run a comparison between you and your competitors.
One of the most successful ways in generating leads via digital marketing is posting content on your website and social media channels. By posting regularly the customer can engage with your content before they enter the sales cycle. You can also use this as a chance to demonstrate your capabilities and expertise in your field.
By sharing blogs, creating newsletters and online visitor guides you can keep track on who is downloading them, opening them and engaging with them and adapt your Lead Generation strategy accordingly.
By using the above you can then collect the data and enrol them in a lead nurture program so they are ready for the sales team.
Lead Generation in digital marketing can be used to engage more with your existing and new customers and you can make people aware of your service like never before.
You can use Search Engine Optimisation (SEO) to promote your products. Organic searches are the most valuable long term Lead Generation strategies. The more content that you post the higher you will appear on SEO results.
Facebook, Shopify and Google ADS are just some of the ways you can generate leads in digital marketing.
Having The Right Tools
In this modern day, there are hundreds of lead generation tools to choose from. Naturally, some are built better than others. Many of them no longer provide the same ROI as they once did historically due to overused strategies and a lack of further innovation.
Yes, BUT How Much Does it All Cost?
That varies dependent on what strategies you are employing. Paid advertisement via social media, enlisting the help of a Lead Generation specialist or offering free demos and trials can all differ in price.
Experts believe that over half of your marketing budget should go towards Lead Generation but this is only viable when you have found the right strategy and are getting good, quality returns from it.
It can be a one time tactic such as a social media content or it could be a pay per lead on a monthly retainer via a Lead Generation specialist as part of an ongoing strategy.
It really is finding what works for your business, and what brings the most leads back to you. As social media evolves so does Lead Generation in digital marketing and businesses must adapt and keep up or risk being left behind.
If you enjoyed reading this article, read more:
- How to Rank Highly in the Google Search Engine (SEO)
- Undeniable Evidence: You Need Lead Generation!
- 5 Qualities The Best People in the Lead Generation Industry Have
External good reads:
- The Importance of Lead Generation
- 21 Lead Generation Strategies
- Social Media For Business: 5 Tips for Beginners