What is online lead generation?
It is defined as a complete set of online marketing guidelines under which several techniques are executed to fulfill the demand of prospective clients.
Using marketing, you are ready to ignite the customers’ interest in your products and services, which finally helps you get clients’ details for further conversion.
We are using the traditional techniques of lead generation, but now onwards, in the digital marketing era, we need to opt for digital channels for online business lead generation.
Even though the market has sufficient information circulation, it educates potential buyers and makes them ready to purchase.
At the same time, others are still thinking of outbound marketing. In this article, we will discuss both ways of inbound as well as outbound marketing ways of lead generation:
What is the role of Lead Generation?
The basic ideology of business is to start and to grow; even more than that, the concept of any startup depends upon ongoing and prospective areas of business development.
This is why business owners are ready to provide a solution. So now we get to answer issues/challenges/scope of implementing the idea of new product and service development, conclusively a business lead.
The number of business owners who proposed their products and services to cater to a single business lead is termed business development for the organization.
Marketing techniques transformation:
Information Abundance and Attention Economics
With the growth of the internet, the world has changed from one of information scarcity to one of information abundance.
In fact, according to Google chairman Eric Schmidt, “there were 5 Exabytes of information created between the dawn of civilization and 2003, but that much information is now created every two days and the pace is rapidly increasing.”
The problem is that information abundance equals attention scarcity. This is known as attention economics. Social scientist Herbert Simon was the first to discuss this concept when he wrote, “In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever information consumes. What information consumes is rather obvious: it consumes the attention of its recipients.”
Use variants of market research tools and economic factors.
Previously, lack of digitalization and scarcity of internet accessibility was the major cause of the right data that helps business owners to develop new products and fulfil prospective business leads.
Since the internet revolution came, we are confident to have huge data that not only help to understand outdated techniques but also provides accurate support facts to match the user-defined products and services.
Similarly, financial actors also affect a business investment environment as it determines the current and expected future value of a business lead or investment portfolio—for instance, labour costs, interest rates, government tax policy and management.
The changes in the customer buying process:
It was a worldwide known fact before the evolution of internet marketing; people used to interact with the salesperson and make them understand your requirements and make them available within the stipulated period, such as Newspapers and television.
While with the growing digital marketing in today’s world makes our available number of internet platforms as per the individual niche of a search query for the dedicated search data. So the user can decide and be ready to buy a particular product or service without asking physically from anyone.
Say, for example, Google Trends, Linkedin, Bing, and Yahoo. Reviews and ratings etc.
Setup the lead generation funnel:
Before setting up the overall strategy and planning for online lead generation, Once look at the criteria and value addition to cater to the qualified lead.
As it has been seen in many companies, if they get a new business lead and put their efforts into catering for it, unfortunately, due to lack of pre-opted procedure of facilitating the business leaders, they even lose the business they are about to have.
So make a benchmark for facilitating online business leads regarding relevant content. Ensure you follow the right set of processes to convert it into future sales.
The fundamentals of Lead Generation:
Depending upon the individual companies’ sales cycle, they have a different definition for the lead. The standard definition of lead is someone interested in buying your products and services.
Even when someone fills out the form interested in getting free content/ useful info download, based on lead generation methodology, you can divide it into two categories: Inbound and outbound.
Inbound lead generation Marketing
It is the process of execution of the marketing strategy that finally helps potential customers to find your company. Inbound marketing follows:
Step1. Selection of the right geographic, demographic, and segmentation of customers based on users who are willing to make a purchase.
Step2. Creating awareness about the product and services. It is the step of brand establishment.
Step3. Ultimately convert these potential leads into sales.
On the other hand, the other possible way of lead generation during the early days of lead generation is via trade shows, cold calling, and advertisements to get leads.
In today’s arena of online lead generation, marketers must be smart enough to publish educational content and match it with users’ search queries. In this way, buyers become self-educated by following your content. This is a piece of information to ascertain the qualified business leads.
Thus, you are ready to move ahead in developing recurring visiting traffic for your informative piece of content. Likewise, you are going to attract more and more business leads. Here, we are going to discuss some other tactics of Inbound marketing:
SEO and Content marketing:
Search engine optimization and content marketing are both interdependent. As per the content marketing point of view, “ We create mindful, attractive and user-centric content that works for users’ search query in any search engine. This is useful as well as relevant content ready to acquire the customer and make them agree to act on the call to action option.
If your content becomes popular, then you will affirmatively attract valuable traffic, and in which some of which will convert into sales. This helps to gain the user’s trust.
As such, a search engine is also accountable for lead generation. Because SEO works awesome by giving higher ranking scores based on several factors and majors to manage the individual website ranking on certain keyword-based search queries, including high-quality content and website and also provides useful content, not promotional content.
Once you follow the SEO guidelines, Google will consider your content and push your website in SERPs.
Every single business lead will generate when your website design and information flow suit with online user experience. This is the only place where unqualified leads convert into qualified leads.
The right place for the signup form, engaging content, call to action, and layout play a key role in making the users ready to fill out the query form. Later on, it converts into a sale.
Periodic Blog posts
Online readers are looking for an updated and relevant content niche. Having a blog with regularly updated content means having sustainable increasing web traffic.
As online users are dedicated to having information with easy readability. So make your blog search engine friendly. However, you can place a call to action button for subscribing to your blog.
In this way, you can also generate an email list for another marketing prospect, i.e., email marketing. Allowing users to download or have a free demo of your services or products increases the signups. This is a small step of conversion.
Organic website traffic
Regarding online website traffic, i.e., directly proportional to website ranking on high-traffic keywords, we also discussed the importance of SEO content for keeping your website number#1. Apart from this, we SEO Off-page activity (such as social bookmarking) that we should perform daily. You know the value of backlinks for SERPs.
List of high DA instant approval social bookmarking sites:
Social Media Marketing
This is one of the major digital marketing platforms where one can become famous overnight. It includes the following channels: Facebook, Twitter, Linkedin, Instagram, Youtube, etc. Why is social media considered for viral marketing?
This question includes a more strategic way of lead generation. As we discussed, the step for lead generation is to create buzz/ branding, even though we consider it online reputation management. Various profiles are not less than equal to celebrities that influence billions of users. So you can better understand the concept of viral marketing.
Say, for example: If you have millions of Twitter, Instagram or other channels with followers, then a single post/comment/video or any possible social media activity will capture the impression within the next second of posting.
Outbound Marketing Techniques
I need to learn how inbound marketing works for lead generation; outbound marketing is phenomenal. It's a way of accelerating lead generation as well as conversion rate.
Regarding the marketing mix, both inbound and outbound marketing techniques work for each other. Ideally, outbound marketing channels include offline modes of communication. Typically, sales calls, SMS marketing, and other related activities.
Outbound techniques majorly involve the prospective leads into a "wow" effect, so whether these prospective clients are not thinking of the same product and services even though they are presumably thinking off. These marketing tactics involve an even faster conversion rate than inbound marketing.
Clients are ready to open buy as per the directed call to action message. The outbound technique gives them confidence and increases their willingness to buy.
Synchronized efforts of both Inbound and outbound marketing will accelerate your business growth. Some of the outbound marketing tactics will work for online lead generation.
Email Marketing Tool:
Personalized email marketing techniques uniquely work for lead generation. As such, it is usually better to engage and position the customer's mind due to more specific content that might be promotional, offer, or expected delivery of keynotes for which your prospective client is also looking for other platforms. When compared to other marketing techniques, email marketing has recorded an 81% of success rate in lead generation.
It is another way of outbound marketing; Since the features of Google display ads allow website banner ads among your niche segment; creating a brand for your services becomes much easier.
While other affiliate programmes are also introduced for banner/display ads, they provide the space over their thigh-traffic website with a minimum rental basis.
Cookies are integrated with display ads, which is its beauty. If someone clicks over it, then cookies save in their browser until the user deletes it from the cache/history. This feature is directly responsible for the re-marketing strategy using display advertisement. When the user is convinced to buy the product/service, it converts into sales.
Pay-per-Click Ads (Google Adwords)
You need to think of the PPC concept when you are looking for high-quality and impromptu basis lead generation by inorganic means of digital marketing.
It works on keywords searched in search engines such as Google, Bing, Yahoo and their partners. Google Adwords provides a separate domain of paid marketing, i.e. termed search engine marketing (SEM)
Whenever the user searches the query in any search engine that must occur under the PPC network partner, the first results come for your specific search keyword.
If it matches the user's area of interest, the user clicks on ads and is willing to fill out the query form present on the landing page. In such a way, most companies are generating online business leads.
Google ads set different parameters to charge you for PPC ads.
Events, conferences, meetings, incentives
Whether you are a small or large organization, event, conference, and its integral parts conclusive, you generate business leads. As these, all activities of outbound marketing are an effective way not only to generate leads but also to facilitate sales conversion at the same time.
Even if you sometimes participate in any of the activities, it also caters you to interact with different business partners for them; you can act as a service provider as we know the supply and demand concept that counts as a win-win situation for each other.
Online business forums are also online platforms where you can interact with millions of people and revert them with relevant products and services of yours' among the trusted leaders of the business world.
Business Development Reps
Whether it is about the B2B or B2C business, lead generation is always prioritized by the sales rep in the field of outbound marketing. Every company has its own sales rep team; these members are well-qualified and highly trained sales professionals.
They work in their stipulated business territory for monthly revenue generation. It is confined to the right customer segment choice and has competitors in the same region of business.
Sales Development reps (SDRs), also often called Inside Sales or Lead Qualification reps, are focused on one thing: reviewing, contacting, and qualifying marketing-generated leads and
From the beginning of cold calling to schedule a meeting, convert it into sales, followed by feedback policy. This all includes the sale cycle' carried out by the business development team.
After all, a sum of all efforts and techniques of lead generation count by lead score helps the organization determine salesmanship, buy a cycle, and how sustainable revenue model company carry forward with lead generation's ongoing process.
How much is the conversion, and how many customers become returning buyers for the same product and services? What is the attrition rate of employees?
These questions act as key metrics for evaluating the futuristic lead score. So proportion to products and service quality and how the business development team defined them to end users' assurance lead generation also varies.