What is Lead Generation?03 Aralık 2019
A lead refers to a potential buyer and refers to prospective customers. However, this is a very generalized description. While it is true that the word ‘lead’ is used to define users who engage or are about to engage with a product or service and who display high potential for a purchase, generalizing them simply as potential customers is not completely right. This is because lead generation actually means capturing the ones that stand out among such people and discovering how close they are to buying the said product or service. The activities carried out for this purpose are called Lead Generation. Conducted on digital channels for the most part, Lead Generation is one of the most effective ways of turning the sales cycle into a more efficient process.
How do you generate leads?
To understand Lead Generation, let's take the same topic as an example and assume that we would make a short video on “What is Lead Generation?” to give an overview of the subject. The video description could say: “If you are looking to create a Lead Generation campaign, write to us for more information and learn about our special suggestions for you!” This guidance would drive those in the audience that need this service to share their contact information to receive the service from us. This is how we can acquire the relevant data of the audience that is closest to us and the service we provide and communicate with them, finetuning our offering through more efficient and result-focused activities.
Tips for Effective Lead Generation
Know your prospects
In order for your activities to succeed, you need to know your target audience and most importantly, understand them. You would need to study the audience that would benefit from the product or service you offer in depth to learn their demographics, traits, attitudes and behaviors, etc., and identify the best ways to reach them. You should also know which devices and channels they use to access information, whether they prefer blogs and newspapers or Google searches, in which case you should analyze what they're looking for and how, as well.
Identify your sources
Once you get to know your target audience, you need to identify how and where the people that want your products or services found you and then shape your activities based on this data. This is how you can identify the channels where you need to improve and position yourself at the right place at the right time for them to find you.
When you identify the audience with the highest potential to prefer you for a product or service, you need to interact with them and monitor the engagement. You can hold webinars for this purpose, embed tracking codes into your posts, conduct marketing analyses to identify how they found you, eventually creating a guide for the content you would develop.
Remember to monitor and measure
Even if you succeed to capture the audience you aim for, you will still need to stay in contact and ensure the continuity of the efficiency you achieved, and this is where monitoring and measuring come in. For this purpose, you need to analyze the data you obtain, monitor the feedback from your campaigns and measure the responses to understand efficiency levels. This is how you can decide if the path you take is right for the audience you captured, monitor the changes and make the necessary improvements.