In order to generate leads, it is important to understand what users want, care about, and do on a company's website. A way of gathering this information is through lead generation, an inbound marketing strategy designed to nurture the visitors and getting them on the path to eventually buying from the business.
A lead is either a person or organisation who shows interest or has an enquiry in a company's product or service. In return they receive communications from the business in order to warm them up to what they have to offer. Usually, the lead has discovered the business through one of their marketing channels, for example their website, blog or social media pages.
Call-to-actions are in the form of either a button, an image or a message, with the sole purpose of diverting traffic to a landing page. Before designing and creating a CTA, businesses must focus on what they aim to get out of it, considering factors such as target market, their product or service and the type of website they have. A mistake companies often make is using a CTA to drive traffic to their web page. This is not generating a lead, nor is it nurturing visitors with informative content.
The landing page is a very important, if not the most important aspect of lead generation. This part comes after a lead has reached out to a company, clicked the CTA, and filled out a form, willingly giving their information. This said form is always on the landing page. It is so unbelievably important to invest a good amount of time in the design of the form on the landing page and in choosing the fields in which the leads will complete as this is the information that is going to help with the upcoming nurturing process.
The offer or incentive is in exchange for visitor's information, helping companies kick start the lead generation process in the hopes of securing an end sale.
Here are a few content ideas for you to use to gain leads:
Prospects are leads that are ready to be approached by the sales team of a company.
After the nurturing, when the lead is hot and ready, the sales team will take the plunge and get in contact. If the lead reciprocates and engages in dialogue with the company, they are raised to prospect status.
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Hopefully these steps have helped you understand the Lead Generation process a little more and its purpose. If you have any queries, please comment below or call us on 01332 343281 for an informal chat.