In marketing lead generation is super important especially if you are a service provider, a real estate agent or if you sell high ticket products, it’s best if you sell high ticket product or service.
Lead generation is a solution that can save your business or organization from that annoying, disruptive cold caller or unserious folk that just came across your ad.
Firstly we can’t proceed with the lead generation topic without knowing what a lead is.
What is a lead?
A lead is any person who indicates interest in a company’s product or service in some way.
Leads typically hear from a business or organization after opening communication (by submitting personal information for an offer, trial, or subscription) … instead of getting a random cold call from someone who purchased their contact information.
Let’s say you take an online survey to learn more about how to take care of yourself and maintain proper weight gain. A day or so later, you receive an email from the company that created the survey about how they could help their products or guide can help you gain healthy weight. This process would be far less intrusive than if they’d just called you out of the blue with no knowledge of whether you even care about car maintenance, right? This is what it’s like to be a lead.
Types of lead.
Marketing Qualified Lead (MQL).
Marketing qualified leads are contacts who’ve engaged with your marketing team’s efforts but aren’t ready to receive a sales call. An example of an MQL is a contact who fills out a landing page form for an offer (like in our lead generation process scenario below).
Sales Qualified Lead (SQL).
Sales qualified leads are contacts who’ve taken actions that expressly indicate their interest in becoming a paying customer. An example of an SQL is a contact who fills out a form to ask a question about your product or service.
Product Qualified Lead (PQL).
Product qualified leads are contacts who’ve used your product and taken actions that indicate interest in becoming a paying customer. PQLs typically exist for companies who offer a product trial or a free or limited version of their product (like HubSpot!) with options to upgrade, which is where your sales team comes in. An example of a PQL is a customer who uses your free version but engages or asks about features that are only available upon payment.
Service Qualified Lead.
Service qualified leads are contacts or customers who’ve indicated to your service team that they’re interested in becoming a paying customer. An example of an service qualified lead is a customer who tells their customer service representative that they’d like to upgrade their product subscription; at this time, the customer service representative would up-level this customer to the appropriate sales team or representative.
What is lead generation?
Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service. Some examples of lead generators are job applications, lead forms, coupons, live events, and online content.
Why you should do lead generation?
The probability of a stranger buying your product or service for the first time whenever they see your ad is very little, lead generation helps you understand their needs and interests which is why when doing lead generation a lead qualification form is very important because it serves as a filter so when reaching out to your leads, you know you are reaching out to people that are actually interested.
Lead generation channels/marketing.
Once you put all of these elements together, you can use your various promotional channels to drive traffic to your landing page to start generating leads.
Content is a great way to guide users to a landing page. Typically, you create content to provide visitors with useful, free information. You can include CTAs anywhere in your content — inline, bottom-of-post, in the hero, or even on the side panel. The more delighted a visitor is with your content, the more likely they are to click your call-to-action and move onto your landing page.
Social media platforms make it easy to guide your followers to take action, from the swipe up option on Instagram stories to Facebook bio links to bitly URLs on Twitter. You can also promote your offerings on your social posts and include a call-to-action in your caption. Learn more about social media campaigns in this post.
You can break down a lot of barriers to a sale by offering trials of your product or service. Once a prospect is using your product, you can entice them with additional offers or resources to encourage them to buy. Another good practice is to include your branding in your free versions so you can capture other potential customers, too.
Referral, or word-of-mouth, marketing is useful for lead generation in a different way. That is, it gets your brand in front of more people, which, in turn, increases your chances of generating more leads.
As stated in the lead generation channels about qualifying leads with a pre-qualification form, essentially, a sales lead is generated through information collection. That information collection could come as the result of a business owner showing interest in your digital services, a shopper sharing contact information in exchange for a coupon, or a person filling out a form to download an educational piece of content.