Learn how to win new customers on digital

 

 Learn how to win new customers on digital

Lead generation is a term that every professional who works directly or indirectly with digital marketing has to understand before taking any action on your business's online pages. Basically, it is a process of finding and capturing people who are interested in your product or service and who may become customers.

You can find several possibilities to get clients over the internet and there are great options available. However, they will only be efficient for your business if they attract potential buyers. 

Is it a result  Learn how to win new customers on digital you want? So, understand from now on how to gain new leads with your online presence!

In this post you will see:

1. First of all, what is a lead?

2. How important is lead generation?

3- Lead generation channels

blog

site

Social media

E-mail marketing

4- Ways to generate leads

landing page

Form

Offers

Call to action (CTA)

5-How to generate leads for your business

6- Metrics to measure lead generation

1. First of all, what is a lead?

Lead is a digital marketing and offline marketing term to define a person interested in a company's product or service. The lead can also be understood as a person who initiates contact with a brand and has characteristics to become a potential customer.

Even if there are many people who can become customers, if the user — as we call a person in the online universe — does not minimally get involved with any of the company's communication channels, he still cannot be considered a lead, just a target audience.

For example: users of a certain social network or an online group may be your target audience, but to be considered your lead there must be some contact that shows the possibility or interest in purchasing between the two.

2. How important is lead generation?

If being able to attract people with the most suitable and relevant profile for your business still hasn't convinced you, know that lead generation is important for:

• expand the possibilities of making sales;
• attract more qualified public to your internet sales pages;
• increase the productivity of the marketing and sales team (more interesting contacts for prospecting);
• improve sales funnel conversion rates .

3. Lead generation channels

Where to find the best leads? How do leads come to you? The answer to these questions is in the main channels below. 

blog

It's not just bloggers and digital influencers who use blogs, did you know that? Just as they leverage this channel to build relationships with the audience they want by providing relevant content to engage with the audience, businesses of all types can benefit from the power of the blog.

A blog is a page of content in textual format that is essential to have on your website. Blog posts can be accompanied by images or videos to enhance educational content. Educational because blog posts help answer questions about topics related to your market segment or type of product/service — something people already do when using the internet.

Associate the blog with your inbound marketing , content marketing and search engine optimization (SEO) strategy.

site

Having a website can involve costs in creation and development, but from the moment you have your own address on the internet, the website becomes your official business card to communicate everything the consumer needs to know about your brand.

Even more: you control everything that enters, leaves or is modified from your website; All you need is a domain and hosting for your website. A website that attracts leads is one that is developed:

• with the most efficient technologies;
• with the application of SEO techniques – Search Engine Optimization (search engine optimization);
• with the use of keywords related to the content of each page;
• and filled with content marketing strategies to awaken the lead's interest in the brand. 

Social media

Instagram , Facebook, TikTok or whatever social network you choose to activate your brand, it is important to know that, for social media to be a source of lead generation, it is essential to maintain an ongoing and frequent conversation with your target audience. When you build relationships with people instead of offering products right away, it becomes easier to sell in the future.

Take advantage of the social media bio — that space below the profile picture — to inform, in addition to the company's contacts and relevant data, the link to a lead capture page. Captions of posts or comments in conversations with followers can also be used for this purpose, always paying attention to the context of the link with the conversation.

Furthermore, remember to have control over who became your lead and who has already become a customer. Always bet on calls to action (or CTAs) to encourage your audience to become a lead.

E-mail marketing

The most classic way to generate leads and that works very well is email marketing. Basically, you create a page that offers content in exchange for contact data, including email. 

E-mail marketing is the name given to the marketing strategy based on the planning of sending e-mails with the aim of nurturing leads, generating sales and maintaining customer relationships.

A lead's e-mail is like his “home address on the web” and the desirable visits are those he authorizes to receive messages (no SPAM, eh!). Therefore, if he asks to receive something that interests him, take advantage of this channel because it is the most direct, private and agile way to guarantee that your message will be received.

4. Ways to generate leads

Generally, ways to start the lead generation process have basic components. See below what each form of lead capture should contain!

landing page

A landing page is a landing page for advertisements or content offers that people access to obtain some information or request some benefit.

Unlike a website that contains several pages for different purposes, the landing page has only one objective: to transform the visitor into a lead and offer him only relevant content. Its structure features:

• title and subtitle;
• value proposition (clear, short, inviting);
• illustrative image of the offer;
• offer description;
• form with highlighted button;
• Clear CTA;

it must not have any of the fixed elements of the main site (menu, footer, miscellaneous links).

Form

The landing page form must be visible, preferably, throughout the page. It is through it that the lead provides his personal data to automatically receive, in his e-mail, the offered content. 

The form must contain at least the name and email fields, in order to customize the message, and a field where the user expressly accepts the sending of emails – a requirement of the General Data Protection Law (LGPD) .

Depending on the type of content, the user's purchase journey and the stage of the sales funnel, other fields can be added, for example:

• title or profession; 
• telephone number;
• company website;
• number of company employees.

Offers

In the context of lead generation, an offer is the content that will be delivered to the lead after he has left his data on a landing page. To be attractive, it must be written highlighting your value proposition and its additional benefits. The most common types of content in an offer are:

• e-books on subjects of interest to the persona;
• spreadsheets and model documents (the famous templates);
• manuals on some methodology;
• in-depth tutorials on any tool;
• comparative analyzes that facilitate decision-making;
• invitation to online and/or face-to-face events, etc.;
• discount coupons, consultations or exclusive purchase conditions.

Call to action (CTA)

Despite being called in everyday life just CTA (its abbreviation), call-to-action is a word widely used in digital marketing to express a call to action, a request that is made to the reader/user after he has read /viewed certain content.

With lead generation, the call to action is very important so that the person easily knows what they should do after they have read the landing page and decided that they want to get the content offered. A landing page CTA should have a link inserted in an imperative sentence, inside a button. Example: “Sign up for free” or “Download now”.

5. How to generate leads for your business

As we mentioned in the first topic of this post, there needs to be a gap to activate your target audience's interest in your business. This magnet that attracts the most qualified people to be your leads is the content of the offers. In other words, what are you going to offer in exchange for the lead's personal data. 

Considering the scenario of obtaining leads through a landing page (the most common), to generate leads you need to follow the following steps:

• have an attractive offer;
• build a landing page with form;
• include a thank you page after form submission (with offer redemption guidance);
• publicize the landing page on various channels where the target audience is present.

6. Metrics to measure lead generation

What cannot be measured cannot be evaluated or improved, do you agree? Therefore, it is also possible to measure the results of the lead generation process. Check out the key metrics:

• cost per lead (campaign cost divided by the number of leads won);
• conversion by channel type (website, paid ads, social media);
• contribution of the marketing strategy to the sales funnel and to the company's revenue: percentage of revenue and deals generated, respectively, from the lead generation process;
• amount of qualified pre-sales (Sales Qualified Leads), sent to the sales team;
• percentage of leads that were taken advantage of by the sales team.

Having the real understanding that working with digital marketing is not about posting for the sake of posting, much less reproducing actions because everyone is doing it is the primordial mindset to get results with lead generation.

To obtain quality leads, the marketing strategy must be consistent with the business growth objectives and the public's interests in the brand.

The topic is simple to understand, but the day-to-day process of executing marketing tasks requires time, a dedicated team and good resources. The good news is that you don't have to do everything "by hand".