What is Lead Generation?
Lead generation is the act of finding people who are interested in a given subject area (product/service) and encouraging them to interact with an organisation by visiting that organisation’s website or calling a phone number.
Once these contracts have been made, the sales team works to convert as many leads into sales as possible.
Lead Generation Process Flowchart
The process flow chart below will help you understand how lead generation actually happens. It’s important to note that this is just one way of doing things – there are other methods out there.
The first step of any lead generation campaign is to identify your target audience.
This means knowing who you’re trying to reach, where they hang out online, and what types of content they like.
Once you know all of this information, you need to start developing a strategy for reaching those people. You don’t want to waste money on campaigns that aren’t going to work.
That’s why it’s so important to get started early.
Lead vs Lead Generation
A lead is someone who has expressed interest in your company’s offerings.
A lead generation program generates new leads based on a specific marketing message.
Most businesses use both approaches, depending on their goals and budget.
If you’re looking to make quick sales, then using only lead generation might make sense.
However, if you’re looking at long-term growth, then you should definitely consider investing in a good lead management system.
The 7 Steps of Lead Generation
While every lead generation process will look different depending on the business, this is what the process of lead generation looks like from start to finish:
1) Research Your Target Market
The first step to effective lead generation strategies is understanding your target audience.
Who are your customers? What type of people is visiting your website? What are their pain points? How can your product or service benefit them?
More insight into your customers means you can create content that is engaging, helpful, and will increase leads.
2) Create Engaging Content
One of the most effective lead generation tools is content.
When you create content that is engaging, helpful, and shareable, you present your customers with a solution to their problems.
Publish content in the form of blog posts, social media, photos, infographics, flow charts, or eBooks.
3) Promote Content Across Your Business Channels
Once you’ve created content, you’ll want to share it across your business channels.
Publish it on your Facebook, Instagram, Twitter, LinkedIn, blog, or wherever your customers are most active.
Allow existing or potential customers to find your content using Google search or while scrolling through social media.
4) Nurture Existing Leads
Once a lead has signed up for your email list or is in your lead management system, it’s time to focus on building a long-term relationship with them.
Carefully guide them through the sales funnel or encourage them to buy.
Send customised, unique emails that encourage them to try a free sample, download a product trial, or make another purchase.
5) Score Leads
Some leads are more valuable than others.
Have your marketing and sales team evaluate each lead and determine which will benefit more from your services.
Also pay attention to which leads are interacting more with your business, whether that’s by reading more content or visiting your website repeatedly.
Focus your efforts on those leads that will have a great impact on sales and profit.
6) Pass Leads to Your Sales Team
The first five steps of the lead generation process flow chart are focused on marketers’ attempts to turn a subscriber into a lead.
Now, it’s time for the sales team to turn a customer’s desire into action.
After someone has bought from you, it’s up to your salesmen and women to enrich a customer’s experience and keep them interested in your company long-term.
7) Evaluate Your Lead Generation Process
You’ll want to ensure that your lead generation strategies are as effective as possible and should be under constant scrutiny by you and your team.
Continuously evaluate your process to see where leads go cold and how you can keep customers interested in your company.
Marketing analytics is an important lead generation tool as it can help your team understand if benchmarks are being met and customers are completely journeying down the sales funnel.
Any good lead generation process will look different depending on the business and industry, but each has the goal of turning leads into paying customers.
Be open to trying new ideas and practices so you can create a lead generation process that best caters to the needs and wants of your customers.
If you’re looking for help generating leads, we recommend having a free strategy call with us. Contact us here or make sure you add your listing to Discover Local for free here.
