Most businesses sell their products and services online in our digital age. And with over 12 million e-commerce sites globally, competition is inevitable. The online marketplace is overcrowded, and many businesses need help knowing where to begin to attract potential customers.
Fortunately, with the right lead-generation practices, you can attract prospects to your business and eventually convert them into customers.
This guide covers the best lead-generation practices every business needs to know. But first, what exactly is lead and lead generation?
What is a Lead and Lead Generation?
In business terms, a lead is any individual who indicates interest in the product or service you offer. This includes people who gave you their contact information or registered for your newsletter. Alternatively, a lead could have attended a webinar or downloaded a free guide.
Lead generation, on the other hand, is the process of attracting potential customers to your business. It involves heightening the interest of these individuals through nurturing the relationships you already have with them. You do this until they’re ready to use your services. In essence, the ultimate objective of the entire process is to turn them into customers.
Best Practices for Lead Generation
Lead generation is an integral component of every business. Understanding and utilizing the best lead generation practices can have a massive impact on the success of your business. Let’s take a look at some of these lead-generation best practices:
#1. Understand and Define your Target Audience
Understanding and defining your target audience is one of the most crucial aspects of any business. This principle also applies to lead generation. Understanding and defining your target audience is the first step behind a successful lead-generation strategy.
Using lead generation strategies to attract an audience who will never need or want your company’s service is pointless. As such, you must first understand your target audience and how they make purchases. This knowledge will help you tailor your approach toward lead generation accordingly. You’ll know how to utilize specific sales and marketing strategies.
#2. Create Valuable and Interactive Content
Providing valuable, high-quality, and interactive content is another important practice for lead generation. When you create interactive content, people are likelier to comment, like, share, and even click links to different pages on your site.
However, you want more than clicks and reposts. You want leads and sales. This is another point where knowing your target audience is crucial. When you identify your target audience, you can create content that appeals to them.
Another important aspect of creating lead-generating content is identifying the right content to develop.
There are several kinds of content. However, your focus should be on lead and traffic-generating content. The former includes webinars, free trials, discounts, coupons, etc. Traffic-generating content, on the other hand, includes infographics, videos, SEO article writing, blog posts, social media posts, etc.
#3. Invest in Pay-Per-Click (PPC) Marketing
Pay-per-click marketing involves using search engine advertising to drive traffic to your website instead of trying to get them organically. As the name implies, you pay a certain fee to the search engine each time someone clicks on your ads and visits your site.
You’ve probably seen sponsored ads like the one below at the top of the Google search results page. That is a PPC campaign.
Undoubtedly, generating traffic to a site using organic methods is great. However, it does takes time. A targeted PPC campaign, on the other hand, will cost you some money. Regardless, it can generate new leads quickly if done well.
#4. Ask Customers to Drop Their Reviews Online
Displaying positive reviews and testimonials on your website is another best practice to generate leads and drive sales. Many online shoppers check for customer reviews before making their choices. In fact, a study by KPMG shows that 55% of people search online for reviews and recommendations before buying anything.
Customer reviews and testimonials are a great way to build trust between your brand and the public. It’s also an excellent way to build a brand reputation.
Seeing more positive reviews than negative can turn mere visitors into active, paying clients.
If you offer high-quality goods or services, some customers will leave positive reviews without you asking. However, many will need to remember. As such, a gentle reminder to drop a review can go a long way.
#5. Create a User-Friendly and Appealing Site
Most online shoppers use phones to access the internet. But if you have a business website that’s slow to load on phones, most customers will lose interest and leave your site.
Therefore, while creating a business website, ensure you develop a user-friendly website for every internet user. And that irrespective of their device. Also, ensure your website is appealing to the eyes. It also helps in lead generation.
Lead generation plays a vital role in the success of your business. Therefore, increasing your lead generation efforts is essential to gain an edge over the competition. Using the above-listed strategies will help you to achieve. It can also help increase your leads and conversion rates.