Lead generation is the process that transforms interested people into the lead of our business services. Later this lead can be converted to a customer or assert of our business. So how can we find interested people about our business services? Next, how to dive them to a landing page? and finally, how to convert them into a lead?. The lead generation process ends here.
Next will be the sales process will handle the leads. For some people, the lead generation will end up in a closing sale. But I am not interested in closing a deal is the end of the lead generation process.
I always remember that the leads for a business is to find the interested peoples and take them towards our business service by giving awareness about our company and its forecasting. So lead generation always ends with collecting contact and communication details of interested people.
The lead generation process has four stages
- Find the interested people
- Drive the people towards our business
- Acquire leads by Collecting contact and communication details
- The lead follow-up will take over
People who travel through this four-step will become a contact or lead for our business services. We need to follow up the connection and covert them as a customer or ask them to become a part of our community.
Identification of clients and customers for our business is the first step to success. To find customers first, we need to look out for the people around and engaged areas. Find how long they have been there and why they are so engaged there?. Once we found the answers for this, we can see the personality of the active people around the socially engaged website.
These are the places to identify the business contacts or leads to our service. Usually, in the digital world, these places are listed below.
- Social sharing websites,
- Social Media sites,
- Video sharing sites,
- Visual media sites,
- Blog communities,
- Online discussion boards or forums and,
- Organic search engines for content and products…
The above places, people are finding solutions for their problems by engaging with those places. So, once we are clear about our business services, now it is the time to alert or awareness the people around those places by the problem that our business solves.
Problem awareness is most important for the business than the solution provided by the business service. So first, give an alert or awareness about the problem and its seriousness to the people. Then, find who got engaged in the market, as mentioned earlier.
The problem alert and awareness will reach 5 kinds of people in the marketplace mentioned above. They are listed below.
- People who are unaware of the problem but they have
- People are aware of the problem and don’t know its seriousness
- People who see the seriousness but don’t know how to solve
- People tried to solve the problem with different solutions but failed
- People satisfied with a partial solution
These peoples are the true asset for our business services. They are also called the potential leads for business that solves the problem. The alert and awareness about the issue will reach these people.
Here we need to provide attention to those people with the formulation of the problem and its effects. Now we identified the people, and we are ready to drive those people towards our business service. How to identify these people and navigate to a landing page?
Think about the problem that solves our product? Use marketing strategies to reach those 5 types of people.
We need some marketing tools to achieve this stage. Also, we need landing pages and an email marketing service with CRM. These things are essential for lead acquisition. However, before creating a landing page and its integration process, we need to find the market demand and competitor’s solutions for the problems.
These two factors will decide our lead awareness and alert campaign and its reach towards the people and, most importantly, their reaction to our alert and awareness.
So we need two things
- Alert and awareness campaign about the problem
- The reaction towards the alert and awareness
These two things can be done using many marketing analytics and tracking tools. For example, our awareness campaign’s analytics and tracking tools show the reaction by shares, likes, follow, clicks, and even signups on the landing pages.
Every alert and awareness campaign needs a landing page to formulate a problem with a solution behind it. These landing pages are
- Lead pages,
- Fan pages,
- Group pages,
- Social follow up accounts,
These pages should cover all the five types of people who know about the problem and educate them more and more by these four types of landing pages.
These four types of landing pages engage the people in one place to learn about the problem well. These fan pages provide opportunities to discuss the situation and its effects. It gives a place to learn more about the issue that we are struggling to face.
Also, we can use the group pages to find better solutions from the available market solutions for the issues. These groups are distinctively created for the people who are satisfied with the solution available in the market but feel that we may have a better solution for the issue.
Follow-up accounts are the people who need a solution, but they don’t have time to engage and discuss it. But they always look for the better solution for the problem until they get complete satisfaction.
Finally, the lead generation pages are the actual place to receive communication addresses from people such as email, phone number, etc. These contacts are the potential leads for the business services. Therefore, these fans, group people, and socially connected peoples are the asset for the business service.
Target the interested people using the marketing campaign of lead generation process to collect leads for the market places such as Youtube, Twitter, Facebook, instagram, linked in, and Google organic search.
Use marketing campaigns such as PPC ads, blog posts, video series, webinars, live events, content marketing, SEO marketing with keywords, and infographic display in visual media. We can use this method to provide awareness and alert the people about the seriousness, problem, and necessity of solution.
The leads can be acquired using lead generation pages and landing pages for leads with email autoresponder service integration. First, we need to identify people’s interest in landing pages using the content which has the solution and formulation of problems. Different kinds of people are sent to landing pages from various marketplaces such as social media and video sharing websites, etc. Use of best marketing strategies may reach them and provide positive responses by clicking the advertisement they come to this landing page.
So the lead landing page should satisfy the marketing assurances provides in the ad campaign. Otherwise, all the people will bounce back from the landing page. So landing pages should have many elements that should convert each visitor to our business service leads.
So we need to use an email marketing tool to collect the email list from the landing pages. For this, we need an email optin form to collect the contact details from each visitor on the landing page. The optin forms can be designed using form builder options in the email service, and they will be integrated to a list and finally added in a landing page template.
The CRM also must be in the email service for the lead follow-up. These CRMs and email marketing tools will provide a place to create marketing campaigns and send to the email contacts collected from the subscription forms. The campaign can be monitored, tracked, and analyzed further to close the lead.
But now, to collect the lead, we need to have many conversation elements on the landing page. The landing page elements for leads are listed below.
- Lead page Title and Supporting line,
- Lead page short video or infographic image,
- Benefits of the service offered by the business service,
- Social proofs and Stats about the problem,
- Case study or Report about the issues as PDF in the offer,
- An ebook or a nutshell about the solution in the optin form.
These elements in the landing page will convert many visitors to a lead, increase the conversion rate, and make them a customer. These six lead page elements are enough to tell about the problem and its importance to the solution.
Every word used in the landing page will satisfy three things as follows
- Ad campaign promises,
- Tell about the complexity of the problem and why the solution is needed?
- Tell about the solution availability and how easy to achieve it?
These six elements of leads pages should have the answer to the above questions. Once the visitor is convinced with these proof of elements in the landing page, they will be ready to subscribe and get the ebook or nutshell about the issue by giving the valuable contact or email.
Once visitors subscribed in the optin form, We need to display; thank you messages and confirmation information along with the next step in the process.
Now the subscribed email addresses are the leads for our business service. We need to follow the leads with marketing CRM tools available with email marketing services.
We need to send the follow-up messages as a series of emails or videos about the problem discussed in the landing pages. And track the analytics about email open rate and other engagements. Find the responses for the CRMs automated follow-up series.
Once you are entirely educated about the new solution we need to offer the sales letter to the leads with our business service, it will be the decision point to convert information to customers. So we need to use different marketing strategies in the sales funnel and find the right state to decide on our service by the leads.
We may have some negotiation takes place during the sale closure. It is essential to offer sales letters to our leads the mindset that matters to decide. If you are not compactable with the perspective of a lead, don’t offer sales letters. Use some other funnel to change the lead’s mindset. Because these leads are always an asset to our business, please don’t force them to buy.
Offer as much as you can finally they should feel about purchasing our services and they will become the long time customer for our business services.
But until then, we need to follow them and discuss the service we are offering and educate the process them to achieve better conversion. And present the business service to the leads via emails, videos, and webinar series using the CRMs once you have present all the prospects and details about the product to the people. Then, they will be ready to pay for our services.
The lead generation process starts from the identification of interested people from the market places. It is followed by the marketing campaign to provide alerts and awareness of the problem that our business service is ready to solve.
The interested people will follow through with the awareness and reach the landing pages, social connections, groups, and fans pages to engage with us. So follow the café fully, offer the education as much as possible, and collect the lead from them.
Using CRMs and other follow-up sales funnels, convert the leads to have the mind to become a part of our business service and offer the sales letter to them and give time to decide to become our customer. Don’t rush them to buy our services because all the leads are always the asset of our business. Share your thoughts in the comments section…