We’ve all found ourselves in this situation. You know, the moment you’re about to start feasting on the best hoot pile of noodles and eggs you’ve ever seen.
Just as you ready your already twisted fork in the pasta, tossed the egg directly into your mouth and go in for the first spicy bite … the phone rings. “May I speak to Neeli?” asks the telemarketer on the other end. Here is a significant message about your hot plate preferences.”
This unsolicited interruption is exactly why we will discuss inward lead generation. What is inward lead generation? It’s a solution that can save your business or firm from being that annoying, turbulent cold caller who is destroying noodles nights for pasta lovers all over the world.
Let’s kick off with defining a lead, and then we’ll get to what online lead generation is, why you need lead generation, how you qualify someone as a lead, how you generate leads, and why inward lead generation is much more effective than just buying leads.
We’ll be looking at the following:
What is lead generation?
First and foremost, a lead is someone who has designated interest in your firm’s product or service in some way, shape, or form.
As a lead, you would hear from a business or firm with which you’ve already unlocked communication … instead of getting a casual cold call from someone who bought your contact information.
For instance, maybe you took online scrutiny to learn more about how to take care of your car. If you got an email from the auto company that hosted the scrutiny on their website about how they could help you take care of your car, it would be far less invasive and unsuitable than if they had just called you out suddenly with no knowledge of whether you even have interest in car maintenance, right?
More so, from a business view, the information the auto company collected about you helps them personalize the way they handle your current problem.
Lead generation is the process of appealing and commuting strangers and prospects into someone who has indicated interest in your firm’s product or service. Some examples of lead generators are job applications, blog posts, online content and life events.
There are plenty of Case Studies are available for generating leads, but I would prefer prospect.io’s case study, which determines how to generate leads, how we can pitch them.
How to generate leads
Now that we are aware of what lead generation is let’s walk through the steps of the lead generation process:
Once a visitor discovers your firm’s website, blog, or social media page which serves as your marketing channel.
The visitor then clicks on your call-to-action (CTA): an image, button, or message that motivate website visitors to take some sort of action.
The CTA takes the visitor to a webpage that is created to capture lead information in exchange for an offer.
The content of value that’s being “offered” on the landing page, like an ebook, or rather a template is an offer. The offer must have enough detected value to a visitor to worthy of providing their personal information in exchange for access to it.
The form on your landing page consists of a series of fields like that which collects information in exchange for the offer. Forms are regularly hosted on landing pages, although they can technically be enclosed anywhere on your site. Once a visitor fills this out — hurray— you have a new lead!
See how everything works together?
Lead generation techniques
Online lead generation covers a broad range of maneuver, campaigns, strategies, and techniques depending on the platform on which you wish to acquire leads. We already discussed lead capture best practices once you have a visitor on your site … but how can you draw their attention there in the first place?
Let’s dive into lead generation techniques for a few popular platforms.
Since the inception of Facebook, it has been a lead generation platform. In the first place, companies could use outward links in their posts and information in their bio-data to attract strangers to their websites. However, when Facebook launched their Ads in 2007, and its algorithm began to favor accounts that used paid advertising, there was a major change in how businesses used the platform to acquire leads. Facebook created Lead Ads for this purpose. Facebook also has a feature that lets you put a simple call-to-action (link) button at the top of your Facebook Page, helping you send Facebook followers directly to your website.
Twitter Lead Generation Cards, which let you generate leads directly within a tweet without having to leave the site has also been a massive help. A user’s name, Twitter username and email address are automatically pulled into the card, and all they’ll just have to do is click “Submit” to become a lead.
LinkedIn has been increasing its interest in the advertising space since its early days. When it comes to lead generation, LinkedIn created Lead Generation Forms, which automatically get occupied with a users profile data when they click a CTA, making it easy to acquire information.
Pay per click (PPC technique)
When we say pay-per-click (PPC), we’re referring to adverts on search engine result pages. Google gets 3.5 billion searches a day, making it a prime medium for any advert campaign, especially lead generation. The effectiveness of your Pay Per Click campaign depends heavily on smooth user flow, as well as your budget, target keywords, and a few other factors.
Now that you know more about how to generate leads for your business, scrape your existing forms to help you learn more about your site visitors and what content tends to make them convert.
The basics we’ve gone over in this article are just the beginning. Keep creating great offers, CTAs, landing pages, and promote them in the multi-channel platform. Last but not least, never stop testing. The more you test every step of your inward lead generation process, the more you’ll improvise lead quality and increase revenue.