{"id":4291,"date":"2023-04-06T10:41:00","date_gmt":"2023-04-06T08:41:00","guid":{"rendered":"https:\/\/ingo.it\/blog\/news\/lead-generation-and-digital-marketing-how-to-capture-the-attention-of-new-potential-customers\/"},"modified":"2024-03-09T16:52:32","modified_gmt":"2024-03-09T15:52:32","slug":"lead-generation-and-digital-marketing-how-to-capture-the-attention-of-new-potential-customers","status":"publish","type":"post","link":"https:\/\/ingo.it\/en\/blog\/news\/lead-generation-and-digital-marketing-how-to-capture-the-attention-of-new-potential-customers\/","title":{"rendered":"Lead generation and digital marketing: how to capture the attention of new potential customers"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Attracting the interest of potential customers: what is lead generation and how it works<\/h2>\n\n<p>The l<a href=\"https:\/\/ingogroup.it\/contatti\/?servizi=Servizi%20digitali\/Web%20Agency#contactform\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>ead generation<\/strong><\/a> is that process that aims to <strong>attracting the interest of potential customers<\/strong> , so as to turn it into sales transactions Leads are people who have expressed curiosity about a company\u2019s products or services but have not completed a purchase-they are potential customers who should be held in high regard by companies. <\/p>\n\n<p><strong>Therefore, lead generation is a set of marketing techniques<\/strong> 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.<\/p>\n\n<h2 class=\"wp-block-heading\">Generating leads and pushing to purchase: looking for qualified leads<\/h2>\n\n<p>A company that aims to be competitive and grow its business must look to new <strong>potential qualified contacts.<\/strong> 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<a href=\"https:\/\/ingogroup.it\/contatti\/?servizi=Servizi%20digitali\/Web%20Agency#contactform\" target=\"_blank\" rel=\"noreferrer noopener\"><strong> Strategies that attract prospects to your website<\/strong><\/a>, providing a range of responses to the needs of potential buyers. <\/p>\n\n<p><strong>Thus, lead generation groups together all those marketing actions aimed at <a href=\"https:\/\/ingogroup.it\/contatti\/?servizi=Servizi%20digitali\/Web%20Agency#contactform\" target=\"_blank\" rel=\"noreferrer noopener\">acquiring new target users and finding new customers<\/a><\/strong>. 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. <\/p>\n\n<p><strong>Inbound marketing is one of the winning strategies in this area<\/strong>. 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.<\/p>\n\n<h2 class=\"wp-block-heading\">The various types of leads<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><strong>Marketing Qualified Lead (MQL). <\/strong>Contacts hired by the internal marketing team who are not yet ready to receive a call from a sales representative. <\/li>\n\n\n\n<li><strong>Sales Qualified Lead (SQL).<\/strong> Contacts who have taken actions indicative of their interest in the purchasing process. <\/li>\n\n\n\n<li><strong>Product Qualified Lead (PQL). <\/strong>Subjects who have already used a product\/service and taken actions that indicate their propensity to become \u201cpaying\u201d consumers. <\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">How to do lead generation: strategies available to companies<\/h2>\n\n<p>One of the most cost-effective ways to generate leads is to <a href=\"https:\/\/ingogroup.it\/contatti\/?servizi=Servizi%20digitali\/Web%20Agency#contactform\" target=\"_blank\" rel=\"noreferrer noopener\">follow the normal path of the buying process<\/a>, 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. <strong>During this funnel, the company will have to demonstrate that it is a valid and authoritative interlocutor.<\/strong> 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. <a href=\"https:\/\/ingogroup.it\/contatti\/?servizi=Servizi%20digitali\/Web%20Agency#contactform\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>There are a variety of methods for doing lead generation.<\/strong> <\/a><\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Squeeze page<\/strong> (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. <\/li>\n\n\n\n<li><strong>Web form and contact form. <\/strong>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. <\/li>\n\n\n\n<li><strong>Live chat and chatboats. <\/strong>These automated systems provide prospects with concrete help in real time, enticing them to provide contact information. <\/li>\n\n\n\n<li><strong>Call to action (CTA)<\/strong>. They invite a website visitor to take an action, such as signing up for an event or newsletter, or to request informational materials. <\/li>\n\n\n\n<li><strong>Blog.<\/strong> A section of the site fed with quality news and content helps provide useful information to solve problems that nag at buyer personas. <\/li>\n\n\n\n<li><strong>Lead magnet.<\/strong> Content and events that attract the attention of people searching online for information on a given topic. <\/li>\n\n\n\n<li><strong>SEO. <\/strong>Improve company ranking on search engines, intercept user searches for relevant keywords, increase organic traffic volume. <\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>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\u2019s products or services but have not completed [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3517,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15],"tags":[],"class_list":["post-4291","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - 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