LEAD GENERATION IN THE MODERN WORLDAccording to HubSpot’s State Of Inbound Report, generating leads has been found to be one of the major challenges faced by most marketers.
Marketers are on a continual search for newer lead generation strategies. Unlike traditional models which marketers used for ushering leads, the modern techniques and tools are mostly digital. However, the fundamental idea of demonstrating expertise and building relationships remain the same. But, marketers have to keep in mind that, how they use a Lead Generation channel is more important than what platform they are on.
There are different opinions on the best method to bring leads for a business. According to HubSpot’s study of B2B lead sources, SEO is the most suitable Lead Generation channel while according to Chief Marketer’s data email marketing is the best technique. Also, there are other surveys which say that social media and content are the most important platforms for Lead Generation.
THE ONLINE LEAD GENERATION STRATEGIES THAT CONSISTENTLY COME ON THE TOP ARE:-
“92% of digitally literate adults use email, with 61% using it on an average day.” – Pew Research
Even though it has been 23 years since e-mail was introduced, it’s still one of the few marketing channels that has stood the test of time and stays on the top of many marketers’ lists of B2B lead generation strategies.
The method of email marketing has been changing a lot with the rise of marketing automation.
Marketing automation tools are hybrid tools that can be connected with CRM systems. It enables marketers to send highly targeted e-mails to existing and potential clients and nurture them for building brand loyalty and generating revenue.
organic SEARCH MARKETING
Organic Search Marketing is one of the most important long term Lead Generation strategies in the current business world. Today, the chances of a prospective client searching for a service or product on search engines are really high.
A Search Engine Watch survey suggests, Eighty-five percent of retailers surveyed said search marketing (including paid and SEO) was the most effective customer acquisition tactic.
Thus, Search Engine Optimization can provide tools to marketers which they can use to match qualified clients with their online content.
Lead Magnets can prove highly useful to marketers in Lead Generation. Lead magnet in general means content given away to someone in exchange for their e-mail address. Training video series, surveys, free trial, webinars, eBooks, case studies, white papers are some of the common Lead Magnets.
Also Read: Use these 7 steps to generate quality leads
Nearly every company with an e-mail list of potential buyers uses lead magnets for Lead Generation. In today’s world, people’s inboxes are so submerged in emails, newsletters and offer advertisements. So, a lead magnet must be truly stellar to engage the recipients. Simply boasting about your products and services is not enough to achieve better results.
Lead Magnet works on the concept of giving value must in order to receive something valuable – here it refers to elements that resonate to your target audience.
- attracts visitors to respond to the website in a positive way
- it opens on a mobile device
- it has relevant and easy to understand content
- filling up forms is simple and easy
SOCIAL MEDIA MARKETING
- Awareness: How far your brand’s messaging could spread
- Acquisition: The growth of your online community
- Activation: How successfully you are engaging with your community
- Satisfaction: How your audience feels about your brand