Lead generation is often referred to as pre-selling. This is a marketing expression that describes a process of creating a certain interest in your product or service with the customers.

At the same time, we use this process to collect various demographic information on those actual or potential customers. This data is later used for a better understanding of customers’ interests, pain points, and the effectiveness of our advertising campaigns.

This article will delve into ways of developing and applying methods to attract potential customers and convert them into loyal clients. The end goal here would be to outline several strategies for building a robust pipeline of qualified leads.

Favor Content Marketing

How many times have you posted some personal data online just because a pop-up survey page asked you to do that? Probably close to zero.

One of the reasons for this is that we live in a time of sensory overload. To attract attention, you need to be noticed first. You need to entice your future customers and give them a reason not only to stay on your ad or website but to engage in sharing some personal data, thus achieving the lead generation goal.

Be it blog posts, webinars, whitepapers, or some flashy ads, you need to address those pain points in a way so your future customer sees in you the solution for his/her problems.

For example, gated content can be extremely helpful if done right. Just imagine how hard it can be to create something that interesting so others would first leave their info to reach the firewalled stuff.

Utilize Social Media Platforms

Long gone are the days where your main source of content is disseminated via your business website. Some would say the days of websites themselves are long gone as well.

The current nature of socializing online dictates the means of communicating those messages with our potential customers. And currently, those are social media platforms.

Whether it’s LinkedIn, YouTube, Facebook, Instagram, X, TikTok, or some other platform, we need to find a way to identify and target our audience on those networks. This is easier said than done.

To be able to capture the interests of your audience on any platform means not only to understand the audience but to grasp specific methods and rules of communication which can vary from platform to platform.

Once you start building your online identity, you will start to attract the desired potential customers much faster by capturing specific demographics using various lead generation methods.

Implement Email Marketing Campaigns

One of the first and most used strategies for generating marketing leads is marketing through email correspondence. It is still a strong and fruitful strategy to be used in this process.

As is with other means of communication with potential customers, personalization is the key with emails as well. Forget about singular “sent to all” emails that do more damage than good.

If you already have email subscribers, the first step would be to separate them into several groups using tags. There are many fine software management programs out there that could be of great help here. Some come as standalone programs, others as social network tools to enhance, e.g. your LinkedIn Inbox experience.

Then proceed to craft your email marketing project tailored according to those segments’ pain points, preferences, and stages in their sales funnel journey. This procedure is known as email segmentation.

Calls to action should be included, as well as some content insights or offers with the purpose of motivating potential customers to engage with your sales department.

Adjust Your Website for Lead Generation

Having enticing content on social media platforms, or launching an effective email campaign is pretty much useless in terms of lead generation if the final destination of all those clicks - your website - is dull, uninventive, badly designed, or just broken.

Your website should encourage turning visitors into customers, not hinder it. A couple of “must-haves” are:

• Clear-cut calls to action,
• Easy to find contact forms,
• Landing pages that are interesting and likable.

Before you launch your sales prospecting campaign, use A/B testing and focus groups where possible to determine which solutions work best for you and your lead conversion. Live chat should also be an option for your website to consider.

Over to You

We’ve covered some of the most important and proven strategies for generating leads in sales prospecting.

The shape of these strategies depends on your business demands and goals. But the principle of the thing stays the same - apply these strategies and collect the fruits of your labor.

And always keep in mind that lead generation is somewhat like treasure hunting: you might need to sift through a lot of sand to reach that golden nugget of a customer. So be patient and persistent.

We are continuously putting out relevant content. If you have any questions or suggestions, please contact us!

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