How lead generation works: peculiarities of the method
Lead generation is a tool that allows you to increase user interest in a product or service. The essence of this approach is to create a database of contacts of potential customers.
According to the principles of inbound marketing, the process of lead generation begins when the visitor enters the site. From the second stage, the formation of leads begins, which includes several steps:
- A person learns about a company and gets acquainted with products through various Internet channels. Such sources can be social networks, a blog, or a corporate website.
- A call to action for the user to pay attention to the offer, and want to know details about it. Such a call can be a standard button, video, or image.
- Go to the landing page. At this stage, you can get the user’s contacts, on the basis of which is the creation of a customer base.
To get a profitable offer, a person has to leave his or her information. And it’s important that the user gets something of value, such as a checklist, useful information, or a link to a video. As a result, the company gets a lead – that’s how lead generation works. This is how you get a potential customer to fall into the sales funnel. And it should be understood that generating a lead does not guarantee that it will become a customer. Making a purchase depends on how interested the person is in the offer.
There are three types of leads:
- Cold. Their level of interest in making a purchase is extremely low. These leads are stimulated by email newsletters, promotions, and special offers.
- Warm – Leads show interest but are not ready to buy. These people add items they like to their shopping carts but do not proceed. Effectively target them with discounts on the product they are interested in.
- Hot leads are ready to buy but are still looking for the right product at the right price. In this case, you should present all the benefits of your product to get them to buy.
When working on customer acquisition, it is necessary to consider the cost of leads. It is important not to exceed the set budget, otherwise, the company will spend more on attracting customers than it will earn from them.
There are different methods of lead generation depending on the specifics of the business. One of them is personal interaction, which helps to create trust on the part of the customer and entices him to buy.
The use of promotional tools such as an email newsletter, a website, and others. This also includes SEO, which is where the collection of leads begins. Specialists form the semantic core of the site, fill it with the right content, and increase the position of the resource in search results. This helps to attract users to the site, and with them increases the quantity and quality of leads.
Lead generation is effective on Facebook, and Instagram, where the platforms offer built-in generation functionality. To do this, the user can fill out a special form, and then their promotion through the sales funnel begins.
