Lead Magnet
Growth

Digital marketing without lead generation is a waste

  • November 21, 2018

You may have heard the term, and you may have tried it yourself, but lead generation is much more than a buzzword: it’s an old practice that has not lost any of its efficiency over time. Once restricted to sales, the practice has now extended to all online activities. B2B marketers, publications, and ecommerce all benefit from are all tapping into the available tools to multiply opportunities. But what are these opportunities and how can you start with the practice too?

So what exactly is lead generation?

Generating a lead means acquiring data about a customer who may be interested in buying the service or product you offer. In practice, it means finding ways to reach people with a message that speaks to them, and compels them to give up their personal information. In the offline days, you could walk into a car dealership and inquire about available models, and since you were not likely to buy on the spot, the salesman would take your phone number to reach you with updates, call you back in a couple of weeks to check up on you if you haven’t reach back, etc. Today, there are as many way to generate leads as there are platform online, but let’s look at the main ones.

Social Media

social media icons falling from sky

Understanding that leads are among the most sought-after results by marketers online, some social media have build lead forms within their platforms, and they’re great! First, you create a form with your questions and descriptions etc (you’ll need a privacy policy, too). Then you create a campaign that will put your lead forms in front of your targets. Facebook’s targeting is famously inaccurate and may get you mixed results, but can result in a higher volume of leads. LinkedIn on the other hand, presents a unique opportunity for B2B marketers to address specific companies and in some cases, specific functions within organizations. In both instances, the platform auto-fills the form which makes the task even easier for prospects.

Website

desktop icon white background

Driving traffic to your website can result in high-quality visitors with high interest in your products or services. People who visit your blog regularly or your eshop every time you post on Instagram sometime need nothing more than a little nudge to buy/subscribe etc. Once they’re on your platform, they need a lead magnet: an offer, piece of content, ebook, infographic, promotion, or any other form of incentive for them to convert. Here’s how you can do it:

The need for SEO, blogs, etc

As shown in the previous video, generating leads on your website also means you’re running great SEO, you have ongoing content being published, you’re on top of your search ads, and more. This is why digital marketing should be approached as a holistic, all-round practice, but you’ll soon see that content is at the core of it all: it allows for great social media posts, makes for awesome newsletter content, is necessary for SEO, multiplies your search advertising opportunities, etc. But if your blog or content platform has no lead generation mechanism in place, you’re wasting traffic, which means potential leads, which means sales opportunities.

What to do with a lead

Once you’ve acquired a lead, you need to convert it. In most B2B environments, you’ll have to go through a mix of calls and emails and meetings to close the sale. If you’re an ecommerce for clothes or electronics, you may get to an instant sale. If you’re a bakery, you might put your leads on a weekly newsletter announcing your new breads. There are no limits to how you can entice your audiences to become paying customers, but remember: having your audience’s contact info opens the doors to incredible marketing opportunities.

So with all of your digital activities, you can ask yourself: am I generating leads? And if I am, how am I converting them? And finally, after they’ve converted, how do I keep nurturing the relationship?