How can you use lead generation for your company?

For some industry it will not be a problem at this time to get new leads. For the other sector it is an extraordinary challenge to get new leads. In both cases, the topic of lead generation for your company remains interesting. Because are you going to adjust your strategy to the many requests or do you have to adjust your strategy due to the lack of requests? These are of course interesting but difficult questions. What you shouldn’t do is sit still and see what will happen. You can use this time effectively to set up a lead generation strategy. I know, that’s easier said than done, but if you want new or more leads for your company, you will have to take the step.

Table of contents

1. What is Lead Generation?
2. New lead generation processes
3. Inbound and outbound marketing
4. 6 Must-have parts for your lead generation

What is Lead Generation?

First of all, what is lead generation actually? That is a good question. What we understand by lead generation is the following: lead generation is a marketing process in which you stimulate your target group to become interested in a product and / or service, so that this target group ends up in the sales process. We use the See, Think, Do, Care model in this phase. In each phase you can use different channels to trigger your target group. We will discuss these channels later in this blog.

You can say that lead generation is important, because who takes the product or service if no one knows it exists. These are of course the well-known open doors. Yet they are more than true. The rise of digitization has given lead generation more options, because if you are looking for bathrobes, chances are that you will google bathrobes. Back in the days. Yes, you used to go to town to see what bathrobes are available. Lead generation has therefore changed a lot in recent years.

New lead generation processes

This change in lead generation has to do with the new processes that are available. As a result, the recording of information goes both offline and online . Nowadays you can look up and compare everything, which makes it a lot easier for you as a buyer. It is a challenge for the person who sells the products , because how do you sell the same chocolate as your neighbor? In this you will therefore have to communicate correctly to your target group. The choice of both the content and the (online) channels play a crucial role in this. If you want your chocolate to be found online, you will have to make sure that you are also present online. In fact, as we say it:Ruling is more than just being online 😉.

Inbound and outbound marketing

When we talk about lead generation channels we talk about inbound and outbound marketing. In other words, inbound and outbound marketing. Outbound marketing provides about 10% of the clicks and with inbound marketing that percentage is 90% . I will briefly highlight the examples of inbound and outbound marketing.

Outbound marketing

In outbound marketing you use means that allow you to contact potential buyers. Think about:

• Paid email lists.
• Advertisements on TV, radio, bilboards, social media, banners, video, etc.
• Cold-calling.
• Paid applications reviews.

Inbound marketing

Inbound marketing is also seen as pull marketing . You try to offer the right content at the right time, so that your target group chooses the product or service. Examples of inbound marketing are:

• Searchmachine optimalisation.
• Registration options for newsletter or mail.
• Sponsoring events.
• Writing blogs.
• Video content.
• Earned media on social media.

6 Must-have parts for your lead generation

You will think; handy that I know what lead generation , inbound and outbound marketing is, but what can I actually do with them? I will help you, with the following trends you can lay the foundation for your lead generation strategy . As a final chord, I have six parts, which are really a must, to start shaping your lead generation strategy.

• Your own website.
• Landing page with click to action buttons.
• Email Marketing.
• Customer references.

Your own website

If you want to start with lead generation in 2020, you really need a website . If you don’t have a website, creating a strong online presence will be next to impossible. A big advantage of your own website is that you can return valuable information about your product and / or service. If you don’t have your own website yet, this is a possibility , because you can set it up properly now.

With what idea do you want to get leads to your website? What you want is that your target audience can connect through valuable content . Which brings your target group back to the website. This is where your strategy is reflected. Because you will have to give the leads a reason to come back to the website. As an example you can choose to have a certain pop-up come back. Here you give the customer a discount code of 10%.

With your own website you make it easier on yourself to the experience of visitors to personalize . If the lead is on the page for the first time, it is difficult to personalize. You see the lead getting stuck on a page. Then you can use a chat function to ask if you can help with anything. Another phase is, for example, the purchasing phase . In this the lead has made a purchase and has become a customer . For example, you can choose to give him extra service. In the form of knowledge , a discount coupon or something else relevantis for your consumer. Above all, be creative in this . You can always test your ideas.

Now that you have an idea of ​​what information you want on the website, you will have to think about the user-friendliness of your website. You want your lead to find the right information . You have invested effort and time to get a lead to your website . As a result, it would be a missed opportunity if this lead leaves the website, because he / she cannot find the correct information.

Landing pages and Call To Action buttons

Your website landing page is a critical part of your lead generation strategy. Because this is the page where you collect your lead’s contact information . A logical consequence is that the quality of your landing page must be correct. You should actually see it as your very first business card . This business card must stand out or the lead will not contact you.

On the landing page, you want to be able to trigger and hold the attention of your lead . You can do this with a clear message . For example: ‘With a lead generation strategy, you get any lead you want.’ In addition, the message must also reflect the value of your offer. With the icing on the Lead Generation cake. The ability for the lead to take action. Think of a registration form where the lead can leave his or her contact details. When you draft your Call-to-action ( CTA ). Then you must ensure that these CTAs meet the following criteria.

• A place on the website where the CTA can be clearly found.
• Short, concise and convincing.

Email marketing

In this phase, you have received the contact details of your lead. A nice step, but that does not mean that this lead is actually interested in your product or service. You must set up a convincing e-mail campaign where your recipients actually open your mail. You create a convincing e-mail campaign by including relevant information about your products and services in your e-mail. Of course, you want the recipient to eventually purchase your service or buy your product. You do this by including relevant CTA buttons in your email. In our blog about 12 simple tips to improve your open and clickthrough ratios, I would like to take you along in the process of drafting an email and/or newsletter.

Retargeting

You want to spend every euro usefully. Logical, because an investment, even if it is only one euro, you want to earn back this euro. A retargeting campaign is an interesting option for this. The word says it all: you will approach every approached lead again. In other words, do not give up on your lead. “It ain’t over till the fat lady sings.” If they weren’t interested, they wouldn’t have landed on your website in the first instance. You must approach them with a different message or a special offer. So that the lead chooses you this time. Again persistence wins.

Blogs

As an online marketer, I like to write blogs because you can write about relevant topics and you learn a lot from writing blogs yourself. Blogs can also be used for your lead generation strategy. When you write a blog, you often write about relevant topics in your industry. In this way, you naturally attract visitors to your website. Also, you build trust with your target group. You share your knowledge and this shows that you are an expert in your industry and that your target group should primarily continue to purchase from you.

Customer references

We have already come to the last step. You are working on your lead generation strategy. As effective as this strategy is or will be, word of mouth remains the best way to grow your business. In other words, the well-known favor factor of your customers. If you manage to provide excellent service consistently, your customers will start rewarding you. They will your product or service recommended by friends and family. This makes finding leads a lot easier. For word-of-mouth advertising to promote, you might consider a recommendation bonus. For example: recommend the Bluetooth screwdriver to 3 friends and receive a 20% discount on your next purchase.