In order for your business to thrive, you need to attract interested strangers and turn them into loyal customers. This is where your company puts lead generation into play. Lead generation is the process of converting those strangers into potential customers after they have shown an interest in what your company has to offer them.
While paid ads and boosted or promoted content can attract customers in an effective way, having strangers show an organic interest in your products or services results in a much more natural and genuine relationship.
According to HubSpot, lead generation is part of the second phase of the inbound marketing methodology. This means that once you have caught the eye of potential customer, you can turn those strangers into leads for your sales team. Generating leads is key to your company’s ability to attain delighted customers and eventually evangelists of your brand.
How does your company actually generate leads?
Lead generation is a multi-step process that your business will benefit greatly from when done correctly. Your company needs to ensure that you have a home on the Internet. Strangers need to be able to find you through your marketing platforms – your website, blog, social media accounts, etc. You need to have a visible call-to-action (CTAs)on these marketing channels for your visitors to engage with. These CTAs encourage your potential customers to take action, which will lead them to your campaign landing page. The landing page is where your new lead gives you their information in exchange for a unique and valuable offer that they can’t turn down. Often times, an eBook, free online course, downloadable template or list is used as the hook.
HubSpot sums it up in the following way: “Visitor clicks a CTA that takes them to a landing page where they fill out a form to get an offer, at which point they become a lead.” And voila!
While generating leads may sound simple, a lot of planning is involved; your offer needs to have value to your potential lead. You need to make those visiting your website, blog, and social media accounts feel comfortable providing their contact information by giving them credible and interesting information that they feel they don’t want to miss out on. Once you have generated those leads, your sales team can begin forming real relationships with them and turning them into happy, loyal customers and evangelists of your brand.
Conveyance Marketing Group is a Silver HubSpot partner and uses HubSpot both with clients and internally to generate leads through the inbound marketing process. We find this to be an effective way to form customer relationships that help your business thrive.
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