What is online lead generation?
It is defined as a complete set of online marketing guidelines under which several techniques are executing to fulfil the demand of prospective clients. In fact, by the means of marketing, you are ready to ignite the customers’ interest in your products and services that finally help you to get clients’ details for further conversion.
We are using the traditional techniques of lead generation but now onwards in the era of digital marketing, we need to opt digital channels for online business lead generation. Even Though, if the market has sufficient information circulation that educates potential buyers and makes them ready to purchase. While 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 to start and to grow, even more than that the concept of any of the startup depending upon ongoing and prospective areas of business development. This is what business owners are ready to provide a solution for the same. So now we get answer issues/challenges/scope of implementing the idea of new product and service development; conclusively a business lead.
Considerably, the number of business owners proposed their product and services to cater to a single business lead is termed as business development for the organization so far.
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 person 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 it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients.”
Use variants of market research tool and economic factors
Previously, lack of digitalisation and scarcity of internet accessibility was the major cause of right data that helps business owners to develop new products and fulfil the prospective business leads. But since the time of internet revolution come then we are pretty much assured to have huge data that not only help to understand outdated techniques but also provide 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 Newspaper 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 make their decision and ready to buy a particular product or service without asking physically from anyone.
Say for example Google trends, Linkedin, Bing, Yahoo. Reviews and ratings etc.
Setup the lead generation funnel:
Before going to setup 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 to cater it but unfortunately due to lack of pre-opted procedure of facilitating the business leaders they even lose the business that they are about to have.
So make a benchmark for facilitating online business lead in terms of relevant content. Reassure you are following the right set of process to convert it into future sales.
The fundamentals of Lead Generation:
Depending upon the individual companies’ sales cycle they have a different -different definition for the lead. The standard definition of lead when someone is having the interest to buy your products and services. Even when someone fills the form with interest of getting free content/ useful info download. Based on lead generation methodology, you can divide it into 2 categories such as 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 follow:
Step1. Selection of right geographic, demographic, segmentation of customers based on users who are having the willingness 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 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 with users search query. In this way buyer become self-educated by following your content. This is a piece of information ascertain the qualified business leads.
Thus, you are ready to move a step ahead in terms of 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 both are 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 useful as well as relevant content ready 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 the valuable traffic and in which some of them convert into sales. Thus helps to gain the user’s trust.
As such a search engine is also accountable for lead generation. Because SEO works in really awesome via giving higher ranking scores based on several factors and major to manage the individual website ranking on certain keyword-based search query including high-quality content, as well as website and also provide the useful content not promotional content.
Once you start following the SEO guidelines then more Google will consider your content and comparatively push your website in SERPs.
Every single business lead will generate when your website design and information flow suits with online user experience. This is the only place where unqualified leads convert into qualified leads. The right place for signup form and engaging content as well as call to action, layout play a key role to make the users ready to fill the query form. Later on, it converts into a sale.
Periodic Blog posts
Online readers are looking for an updated and relevant content niche. Have a blog with regularly updated content means to have sustainable increasing web traffic. As online users are dedicated to having information with easy readability. So make your blog search engine friendly. Although you can place a call to action button for subscribing to your blog.
In this way, you can also generate the email list for another prospect of marketing i.e. email marketing. Allowing users to download or have a free demo of your services or products also increase the signups. This is a small step of conversion.
Organic website traffic
when it comes to the 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 SEO Off-page activity (such as social bookmarking) that we should perform a daily basis. You know the value of backlink for SERPs.
List of high DA instant approval social bookmarking sites:
Social Media Marketing
This is one of the major platforms of digital marketing, where one can become famous overnight. It includes following channels such as Facebook, Twitter, Linkedin, Instagram, Youtube and others. Why social media is considered for viral marketing?
This question includes a more strategic way of lead generation. As we discussed step for lead generation -to create the buzz/ branding, even we also consider it as online reputation management. Various profiles those are not less than equal to celebrities that influence the billions of users. So you can better understand the concept of viral marketing.
Say for example: If you have the millions 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
Not exactly how inbound marketing works for lead generation; outbound marketing is phenomenal own it’s a way of accelerating lead generation as well as conversion rate.
In terms of the marketing mix, both inbound and outbound marketing techniques work for each other. Ideally, outbound marketing channels include off-line modes of communication. Typically, sales call, SMS marketing, and other related activities.
Outbound techniques majorly involved the prospective leads into a “wow” effect so whether theses prospective clients yet not thinking of the same product and services even though they presumably thinking off. These marketing tactics involve an even faster rate of conversion as compared to 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.
Synchronised 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:
Personalise email marketing technique uniquely work for lead generation. As such it usually better engage, position into the customer’s mind due to more precise content might be promotional, offer, expected delivery of keynotes for which your prospect client looking for other platforms as well. When compared to other marketing techniques, email marketing is having recorded 81% of success rate in lead generation.
It is another way of outbound marketing; Since the google display ads, features allows website banner ads among your niche segment; creating a brand for your services become much easier.
While other affiliate programmes are also introduced for banner/display ads. As they provide the space over their thigh traffic website with minimum rental basis.
Cookies are integrated with display ads and this is the beauty of it. If someone clicks over it then cookies save in their browser till the time user delete it from the cache/history. This feature directly responsible for re-marketing strategy by the means of display advertisement. By the time if user convinced to buy the product/service it converts into sales.
Pay-per-Click Ads (Google Adwords)
When you are looking for high quality and impromptu basis lead generation by inorganic means of digital marketing then you need to think of PPC concept. As it works on keywords searched in search engines such as Google, Bing, Yahoo and partners of them. Google Adwords provides the separate domain of paid marketing i.e. termed as a search engine marketing (SEM)
Whenever the user searches the query in any of the search engines that must befall under the PPC network partner then very first results come for your specific search keyword. If it matches with the user area of interest then the user clicks to ads and willing to fill query form present on the landing page. In such a way, most of the companies are generating online business leads.
Google ads set the different parameter to charge you for PPC ads.
Events, conferences, meetings, incentives
Whether you are a small or large organisation, event, conference and it’s integral parts conclusive lend you generate business leads. As these, all activities of outbound marketing is an effective way not only to generate leads but also facilitate the sales conversion at the same time.
Even some time you participate in any of the activity then it also possibly cater you to interact with a different -different business partner for them you can act as a service provider. As we know supply and demand concept that counts as a win-win situation for each other.
Online business forums are also an online platform 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 being prioritised by the sales rep in the field of outbound marketing. Every company has it’s own sales rep team and these team members are well qualified and highly trained sales professionals.
In terms of monthly revenue generation, they work in their stipulated business territory. It is confined to the right choice of customers’ segment and also 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, lastly, convert it into sales; followed by feedback policy this all include the sale cycle’ carried out by the business development team.
Afterall, with a sum of all efforts and techniques of lead generation count by lead score, this helps the organisation to determine salesmanship, buying a cycle, and how sustainable revenue model company carry forward with the ongoing process of lead generation. Most importantly how much are the conversion and how many of the customers become a returning buyer 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 business development team defined them to end users assurance lead generation also varies.