So far in this lead generation guide, we’ve discussed what a lead is, how to differentiate between them and prospects, and how to filter in more qualified prospects through your sales funnel. Having qualified prospects is just one of many facets necessary to master lead generation.
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As a note, we do want to say that mastering lead generation, if you can even call it that, is never a one-and-done process. Every year, sometimes even more often than that, marketing and sales teams will have to sit down and reassess what’s working for them.
Failing to do so can cause a company to give up on otherwise successful lead gen measures too soon. According to marketing and sales data platform RingLead, data inaccuracies can trip up some companies. Inaccuracies are common and will occur across 25 to 30 percent of a company’s data. If you don’t accommodate for these inaccuracies and continue forging ahead with the same old lead gen program from last year, it’s no wonder you won’t have as much success this year.
The first step then to mastering lead generation is recognizing that it’s an ever-changing and ever-evolving process.What are the rest of the steps to become a lead gen master? We’re glad you asked. In this chapter, we’ll share some of the best tactics, techniques, and measures for bringing in leads that are ready to convert.
You can think of your leads like produce being unloaded from a truck that’s destined for a grocery store. At first, everything on the truck is lumped together as produce. Your leads are the same. At the start of the funnel, they too are lumped together.
Then, once you take the time to go through the produce, you can divide what you have into vegetables and fruits. You can do the same with your leads. By taking some time to go through the information they’ve provided you when opting in, you can make a basic assessment of each lead. You might divide them by broad categories. Instead of fruits and vegetables, it’d be gender or location.
Fruits and vegetables can be categorized even further. With fruits, you might have strawberries, cherries, or apples. With vegetables, maybe it’s potatoes, carrots, or broccoli. This classification system ensures you don’t lump in an apple with a tomato. After all, if someone wants to buy tomatoes, they don’t want to see an apple.
A lead is simply a potential customer. This is somebody who has stumbled upon your company. This can be by pure luck, but most often it’s because of your targeted marketing efforts.
Your leads can also be further segmented as well. One of the ways you can do that is by creating buyer personas. Some marketers call these customer avatars, but it’s the same concept. You’re taking what you know about the lead, such as their occupation or pain points, and using these to segment the lead even further.
Just like someone who wants tomatoes doesn’t want to see an apple, a freelancer doesn’t want content or emails pertaining to owning a business. It doesn’t relate or appeal to them.
By segmenting your leads, you can ensure you don’t turn them away so early in the game by sending them unrelated content. You can also tailor your messages so it seems and feels like you’re writing to that specific lead. That could increase the chances of them converting to a customer.
Pay-per-click or PPC marketing is a means of paid advertising. You pay to put your ads up across the Internet and then bring in new leads that way. It’s especially effective if you target said ads to search engine result pages or SERPs. These include hugely popular sites like Google. According to the most recent data for 2018, every day, Google gets more than 3.5 billion search queries. In a year, it’s 1.2 trillion queries. That breaks down to 40,000 queries per second.
That affords you a ton of opportunities to reach new people. If you can get your ads on Google, then you can guarantee that somebody, probably a lot of somebodies, are going to see your ad.
You’re all about getting those qualified leads, right? If a lead is interested enough to click your advertisement, then they’re at least semi-qualified. They’re certainly more qualified than a lead that stumbles upon your company.
Using Facebook Ad Leads doesn’t mean you should stop making landing pages. These are one of your most important conversion tools. We’d again like to point you in the direction of our Ultimate Landing Page Guide, which is a very comprehensive resource on all things landing pages.
We also discussed landing pages in Chapter 3 of this guide, so we’ll keep this short and sweet. Here are a few pointers on improving your landing page:
Lead generation is no easy feat. That’s something any marketer or sales team member could agree with. Fortunately for all of us, there are plenty of tools and software out there that make it easier to convert leads to buying customers.
You’d ideally want an automation tool that could:
There’s no one secret to mastering lead generation, but the tactics we outlined make for a solid backbone of your lead gen plan.
Having a qualified lead will always make the conversion process much simpler. By segmenting and scoring your leads early in the game, you can quickly differentiate between leads that are qualified and those that are not.
A strong landing page will also help you continue leads on their journey to becoming customers. Social media lead gen is another great option to have in your arsenal. You should have active accounts on LinkedIn, Facebook, Twitter, and other platforms with lead gen tools and support.
Automation can also make your life easier as you work to capture more leads and convert them. Whatever tool best suits your fancy for your company’s lead gen, do make sure you can track your successes with reports and analytics. Otherwise, you’ll never truly be privy to the effectiveness of your campaigns.