Lead generation is the ultimate dish for every business’s sales pipeline. In this virtual age, using digital outreach is the savviest way to prepare a foolproof lead generation recipe. With the rising awareness regarding characteristics to look for in quality businesses, organic lead generation has never been more challenging.
The perfect recipe for this method calls for several carefully mixed inbound marketing ingredients.
Zesting for the Right Buyer Persona
The struggle to find potential leads and customers is made easier when you have a buyer persona to guide you.
What is a buyer persona?
In a nutshell; a guide that describes the kind of consumer most likely to buy your products/services.
Knowing this persona can help you design the best possible marketing strategies for successful lead-rearing and conversion. Developing it can be achieved by interviewing past clients (if applicable), curating suggestions from your sales representative, or surveying other businesses in the same industry (or one parallel to it) that cater to a roughly similar consumer base.
Prepping Quality Content
What attracts strangers, visitors, leads, and customers?
And not just any old content, no; it has to be content specifically tailored for your buyer persona, in such a way that it caters to their specific needs during every stage of the lead generation/conversion process.
For example; the difference between content meant to organically attract strangers versus the kind of content meant to convert visitors.
When it comes to lead generation, the content you offer must give value to your consumers—value that most other competitors don’t offer. Typical pieces of content would be free, useful information with strategically-placed CTAs (call to action).
Whether it’s a free consultation, subscription, or a downloadable file, the content you offer must be attractive and valuable enough for a visitor to take you up on the offer.
Seasoning with SEO
SEO is a potent streamlining ingredient for lead generation that adds the right amount of personalized flavor. Because it optimizes your online presence with keywords and specific terminologies via your own content and outside directories, it effectively sifts through strangers and visitors by targeting sets of audiences that are in need of what you have to offer.
The more prominent you are in the first page of the SERP (search engine results page), the more credible you are for potential consumers. Meeting visitors’ needs raises your chances for lead generation and conversion by a significant amount!
Peppering with Email Marketing
Contrary to popular belief, email marketing remains a valuable ingredient in lead generation.
Since most readers only have a limited amount of time to spare, your emails should only take a few seconds—or a minute, max—to read through. They should also simultaneously provide a good portion of valuable information or detail a solid deal that visitors can’t say no to.
Keep your emails on-point by offering a win-win situation for both parties involved. And remember to always cap it off with an obvious and effective CTA.
Portioning Social Media
Engagement is key in social media management. A business with well-managed social media accounts attracts plenty of users—all of which are potential leads and customers. Effectively portioning your social media postings should help you manage your accounts more easily for higher engagement.
The best part about social media is the personalization. Because users have the power to personalize what they see in their feeds, offering them the right content can boost your social signal to their circle of friends and followers—people who may also be in need of your services. More traffic means higher chances for lead generation and customer conversion.
Finish with a User-Friendly Website
The recipe to successful lead generation isn’t complete without the dressing. Your website is a crucial virtual extension of your business; it sets the overall flavor for your online presence. As with your physical establishment, visitors should be able to easily navigate through your site even without your help.
Your website should also be visually appealing, providing valuable content alongside efficient design. Low quality sites cheapen your business and lose the trust of potential visitors even before actual contact.
With the effective use of this recipe, you can easily improve your company’s lead generation. Of course, hiring a marketing company should take this burden off your hands, allowing you to work on other operations to efficiently run your company. However, DIY marketing is an option. Just remember that companies with gapped marketing knowledge may find it harder to juggle related primary and secondary tasks.