4 L’s of Online Lead Generation
Due to the rise in inbound marketing, the audience no longer want their attention bought rather want it to be earned. Compelling content plays a vital role in generating leads. This content works as an anchor, which hooks in the leads. But for that to happen lead generation is necessary and there are four Ls for lead generation to be kept in mind.
Lead Capture: Marketers can capture the visitor’s information through their working email address but Sign-up buttons are viewed suspiciously and often ignored, so businesses must find new ways to gain access to consumer’s information. Through lead capturing, marketers can identify the potential customers and get their information. But for that there are two golden rules to be followed – Giving before asking and the whole marketing process must be valuable on their ownself. To have a successful lead capture, the following steps should be adopted-
Include an irresistible offer:
Using creative content and media
Collecting people’s contact information
Follow up
Having a responsive design
Lead Magnet: After the leads have been captured, it’s important that they keep coming back. The audiences will remain hooked if irresistible offers or deals are offered in return for their contact information. The main reason for lead magnets is to maximise the number of leads taking up the offers and gain more and more contact information. Some of the most effective ways of lead magnets are video training, free trial, free shipping, discounts, and surveys.
Landing Page Conversions: The third step of lead generation is to make use of landing pages to interest the customer. The landing page is a single page marketing method where the customers land when they click on the online ad or link to the business. The main purpose of landing pages is to capture leads and for that the landing page should have attractive visuals with a killer headline, explanations, and trustworthy testimonials.
Lead scoring: The last step of marketing where lead generation is compared is lead scoring. The main priority is to prioritize the leads on the basis of engagement. The key is to identify the customers that are interested in buying. The customer’s web activity and behaviour can help determine their interest.
Online Lead Generation Strategies
Since lead generation is an extremely important stepping stone in marketing and sales, it is all the more important to do it right. There are a number of strategies to be followed which are simple and cost-effective to implement.
Direct Mail: A direct way of accessing inaccessible prospects; helps in selling products, generating sales leads, follow up enquiries, get more business from current customers, and to keep in touch with former customers. It also gives the opportunity to present every benefit of the products and services.
Referral Systems: A third-party based recommendations are powerful. Getting customers to refer, shows trust in the business and helps build a positive reputation, enhance customer loyalty and will increase sales and profits.
Effective Advertising: There are quite a few ways of using effective advertising in a targeted manner which would help grow the business. They are – advertising through mediums that have far and wide reach, focussing the communication on the prospect’s interests, providing proper information and offering something that is appealing which would get the prospects to respond positively.
Telemarketing: One of the effective means of marketing, telemarketing techniques can be used to implement extensive campaigns and even allows immediate feedbacks from customers and prospects.
Word-of-mouth Marketing: A powerful, effective and persuasive means of marketing, word-of-mouth marketing is more is more forceful than advertising.
Networking: Effective networking is extremely vital for success. Meeting people, making new contacts, developing quality business relationships, using the contact database effectively and polishing communication skills are the ways of creating extensive networks to spread the business.
Internet/e-commerce: A widely used medium, internet is now an important element in business communication. A good attractive, interactive and informative website goes a long way in obtaining new prospects and converting them into customers.
Public relations and Publicity: Using PR appropriately helps getting free coverage from television, radios, magazines, newspapers, newsletters, journals, online websites who have access to the potential customers.
SEO: It is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
Newsletters: Sending regular newsletters to the clients helps in building closer relationships with them and also helps in educating the target market. It helps in keeping the target audience informed about the full extent of the services.
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