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Lead generation and digital marketing: how to capture the attention of new potential customers

6 April 2023

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SUMMARY

Attracting the interest of potential customers: what is lead generation and how it works The lead generation is that process that aims to attracting the interest of potential customers , so as to turn it into sales transactions Leads are people who have expressed curiosity about a company’s products or services but have not completed a purchase-they are potential customers who should be held in high regard by companies. Therefore, lead generation is a set of marketing techniques that enable a company to generate potential leads by attracting genuinely interested people, building relationships and gaining the trust of new customers. Tools such as websites, social networking, and e-mail marketing have changed the way we do lead generation. Generating leads and pushing to purchase: looking for qualified leads A company that aims to be competitive and grow its business must look to new potential qualified contacts. The seemingly easiest way to intercept them is online, and that is precisely why in recent years organizations have been gearing up to put in place Strategies that attract prospects to your website, providing a range of responses to the needs of potential buyers. Thus, lead generation groups together all those marketing actions aimed at…

Attracting the interest of potential customers: what is lead generation and how it works

The lead generation is that process that aims to attracting the interest of potential customers , so as to turn it into sales transactions Leads are people who have expressed curiosity about a company’s products or services but have not completed a purchase-they are potential customers who should be held in high regard by companies.

Therefore, lead generation is a set of marketing techniques that enable a company to generate potential leads by attracting genuinely interested people, building relationships and gaining the trust of new customers. Tools such as websites, social networking, and e-mail marketing have changed the way we do lead generation.

Generating leads and pushing to purchase: looking for qualified leads

A company that aims to be competitive and grow its business must look to new potential qualified contacts. The seemingly easiest way to intercept them is online, and that is precisely why in recent years organizations have been gearing up to put in place Strategies that attract prospects to your website, providing a range of responses to the needs of potential buyers.

Thus, lead generation groups together all those marketing actions aimed at acquiring new target users and finding new customers. Generating leads means getting hold of relevant data (first name, last name, e-mail, profession, companies) of people potentially interested in a product or service, so as to convince them to purchase through a conversion funnel. These referrals, if handled carefully and purposefully by the digital marketing team, can turn into buyers and perhaps even into loyal customers that ensure a high Customer Lifetime Value.

Inbound marketing is one of the winning strategies in this area. This is marketing that aims at spontaneous lead generation, getting potential customers to find you, intriguing them and building a relationship with the brand. Once the lead is qualified, the sales team will have a fairly detailed profile of the potential customer and his or her needs.

The various types of leads

  • Marketing Qualified Lead (MQL). Contacts hired by the internal marketing team who are not yet ready to receive a call from a sales representative.
  • Sales Qualified Lead (SQL). Contacts who have taken actions indicative of their interest in the purchasing process.
  • Product Qualified Lead (PQL). Subjects who have already used a product/service and taken actions that indicate their propensity to become “paying” consumers.

How to do lead generation: strategies available to companies

One of the most cost-effective ways to generate leads is to follow the normal path of the buying process, that is, from the need to solve a problem to the search for solutions, arriving at the evaluation of possible alternatives. A lead, during this process, turns into a prospect, that is, a person who cultivates an increasingly concrete and tangible interest in products and services. During this funnel, the company will have to demonstrate that it is a valid and authoritative interlocutor. For this very reason, it is important to work on content so as to intrigue and engage, coordinating all useful initiatives to nurture the relationship with these contacts. There are a variety of methods for doing lead generation.

  • Squeeze page (funnel page or lead capture page). It is accessed by clicking on a link or banner. These landing pages are created with the exclusive goal of converting anonymous visitors to the website into a list of identified contacts, of whom at least the main generalities (first name, last name, e-mail, phone number) are known. Users should be incentivized to leave their contact information, perhaps by offering a white paper, a demo version of a service, or even a coupon for a product discount.
  • Web form and contact form. Placing a form to fill out with little information within the most heavily trafficked pages is always a good solution. The user should be prompted to contact through an effective call-to-action.
  • Live chat and chatboats. These automated systems provide prospects with concrete help in real time, enticing them to provide contact information.
  • Call to action (CTA). They invite a website visitor to take an action, such as signing up for an event or newsletter, or to request informational materials.
  • Blog. A section of the site fed with quality news and content helps provide useful information to solve problems that nag at buyer personas.
  • Lead magnet. Content and events that attract the attention of people searching online for information on a given topic.
  • SEO. Improve company ranking on search engines, intercept user searches for relevant keywords, increase organic traffic volume.

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