The 21st century sales arena is fast-paced, hypercritical, and cut-throat to say in the least, which is why it’s so important to stay on top of your lead generation proficiencies in today’s environment. However, when taking into account the incredible amount of misinformation and distortion circulating around the Internet, it can be difficult to distinguish good advice from bad advice, and sound practices from ineffectual practices.
Fortunately, we’ve compiled this comprehensive lead generation guide you can use to vet your current marketing tactics and scrutinize your in-house procedures, which will naturally help you create impactful changes across the board. So without further ado, let’s get started.
What Is a Lead?
As the lifeblood of any sales organization, leads are essentially any person or company that has indicated an interest in your products or services, whether directly or indirectly. However, it’s important to identify the three main categories of interest:
- Hot Leads: These are potential clients that are ready to buy. They have shown apparent interest in your products or services as well as the necessary budget to close the deal.
- Warm Lead: These potential consumers are just beginning to investigate the matter at hand, which is essentially a precursor to making a purchase or placing an order. Perhaps they are locked into a competitor’s contract and seeking alternative options, or simply comparing and contrasting various service providers. In any case, warm leads have probably heard of your firm, but as of now you aren’t their first choice.
- Cold Lead: Not ready to buy. Haven’t heard of your firm. Probably disinterested in your products or services.
The New Age of Consumer Interaction
Before addressing the most efficacious forms of lead generation, it’s important to cognize the recent developments, changes, and shifts in terms of how we do business nowadays:
- 80% of companies that fail to meet their marketing goals attract less than 10,000 website visitors per month.
- 61% of traditional B2B marketers state that their biggest challenge is “generating high quality leads.”
- 95% of passive website visitors are “not ready to buy.”
- Per dollar spent, modernized content marketing generates up to three times as many “hot leads” as traditional marketing tactics.
- Upwards of three out of every four CMOs view “personalized content” as the future of advertising and marketing.
As you might imagine by now, the antiquated promotional strategies that we once relied on – billboards, radio spots, and TV commercials – are beginning to take a back seat to the dynamic online landscape, which is why it’s so important to keep up with the times by weaving some of the following strategies into your assortment of marketing initiatives:
Search Engine Optimization (SEO)
In its simplest sense, an effective SEO plan revolves around improving your ranking within the most popular internet search engines, a key component to obtaining as many hot leads as possible.
By fabricating relevant exposés and articles with the inclusion of targeted keywords, you’ll be able to provide value-added information to potential clients all over the world and increase website foot traffic as a result.
Blogs and Webinars
SEO tactics usually cast a fairly wide net, whereas blogs and webinars tend to be much more focused and targeted. These Internet-based platforms allow you to gain complete control over what is said about your company and its services, but most importantly, it allows you to interact and engage with potential consumers in an instructive, low-pressure environment.
Including a fee-free exclusive membership will allow you to send out newsletters, email blasts, and other promotional content to consumers that have already demonstrated an interest in your firm’s relevant aptitudes. You can also link your blog or webinar directly to your social media accounts and company webpages to establish a uniform online image as well as expand your sphere of influence.
Infographics and Video Marketing
By the year 2020, dynamic infographics and promotional videos will comprise over 80% of all online foot traffic, which is why it’s important to stay on the cutting edge by expanding your assortment of in-house media content.
Therefore, if you plan on establishing an SEO initiative in the near future, germane video clips and targeted infographics can increase click-through rates by up to 300%, effectively turning cold leads into hot leads with unprecedented frequency.