Every business, no matter how big or small it is, considers lead generation as one of its primary functions. The very essence of expanding and continuing a business depends a lot upon leads as it is the only tactical computation of its growth. Although, generating leads is not an easy task yet it is not rocket science either. Every business is in search of a marketer who has proficient skills in guiding potential customers to buy its products. Thus, lead generation is not only an important function but also the fundamental of new sales.
What is lead generation?
For those who are new to the term, lead generation is the process of transforming your audience into potential customers immediately or in the future. In order to drive people to buy a certain product, one has to know about their personal information like their name, demographic, email ID, employer, etc. Based on these findings a professional create a strategy to create a business relationship with them.
Leads can be generated both organically and by spending money depending on your financial standing.
For example, a marketing head meets thirty people at a conference, makes a connection with them and pens their basic information to generate thirty new leads. Again, any reader who fills the sign-up form on your website is a lead generation too.
These examples explain the functions in lead generation pretty easily, but the actual execution is quite hard. It is very hard to convince people especially about providing their details and buy your products. Hence, you might want to brush up your soft skills apart from gaining knowledge of the business.
The two channels of lead generation
Now, speaking on a broader scale, there are two channels of lead generation: inbound and outbound. While both these channels work in harmony yet, they have a slight difference in their approach.
Under the outbound method, a business uses proactive methods to reach its audience. The process usually starts with the production of lead lists. Afterward, these people are directly contacted through cold calling and physical mails (direct mails). In order to directly reach more audiences, businesses have a close look over print ads, billboards, radio ads, television ads, etc.
Therefore, the attention is focused on media connections, budget and your zeal to connect with people. Finally, one should know that an inbound lead generation channel is not meant to educate the audience as the goal is to persuade them with least efforts possible.
Meanwhile, the inbound method changes the whole approach as there is an indirect connection established with the audience. The basics of the outbound channel are the creation of a website or a blog which is continuously optimized through SEO (search engine optimization) techniques. The online portals have the exact keywords and the answers of the questions your target readers are looking for. With time, readers adjust to your content and become potential customers. Eventually, they find its hard to resist and buy your products.
The inbound lead generation strategy tries to educate the audience using a cleverly planned content strategy. Businesses do not have to spend a lot of money on this channel but require a lot of time and effort. This channel mostly works on a digital platform with content and SEO being its premium tools for success.
It is beneficial to know that the inbound channel of lead generation is most apt or B2B relations. The B2B business model compliments the whole process of educating the customer first and selling later. The sole reason for its usage is that B2B trade does not happen because one customer could not control his impulsive reactions.
Getting to know new things
As we all know that social media is the new playground for marketing teams, it is better to know about the ways through which leads can get generated. According to our research, the mainstays of digital marketing are content marketing, social media, e-mails, Webinars, PPC (pay per click) ads and display ads. These are drivers of lead generation, and absence of any one of them can effectively reduce your sales.
In this manner, lead generation is a vital aspect of sale growth and can also be termed as the success calculator of the success of any marketing campaign. With the changing technology, you should keep track of changing lead generation methodologies as well.