On 21 de November de 2018
In this post you will find out and understand how marketing and sales can generate leads that will become real customers.
Leads don’t need to be only generated, they need to be educated. Therefore, it’s necessary that the marketing and sales team are aligned to create effort and consistent actions to transform them into qualified leads and to make them become ready for a commercial approach.
Leads can be defined as people (or companies) that get in touch with your company and which have potential to become clients. Basically, a lead is a business opportunity that must be grasped and nourished to become an effective deal.
Now you must be questioning yourself: How can I generate leads to my business? Como eu posso gerar leads para o meu negócio?
In most of digital marketing strategies the main leads are captured through landing pages which are webpages focused on specific services or products and that have segmented traffic generated to them. The users receive information about services and products, ask for a commercial proposal or download some material in exchange for their contact information. A good landing page offers something free in order that the users engage. This “gift” can be an eBook, whitepaper, or even some videos with mini courses. Your landing pages must have a good content that calls the attention of our prospects and transmit safety so that the user doesn’t hesitate to leave its information. This way you will have a higher conversion rate (from simply a user to a lead)
What are the 5 best ways to generate leads?
eBooks are a great way to promote content, educate your consumer market and increase the client understanding about topics related to your business or product. They have the potential to go viral on social network, and contribute to your company become market reference about the subjects that it masters.
Good eBooks should be full of practical content, being relatively dense but easily understood by your prospects. If your company works with investments in the financial market, for example, a good attraction strategy is the promotion and distribution of an Ebook on "How to make my first investments". You will directly attract your audience, without necessarily speaking directly about your solution. At this point your prospect is worried about his problem, not about what your business has to offer. Conquer your clients by your good content and show that you exist to help them, and only after starting a relationship with the prospect worry about making a sale.
They are technically like Ebooks, but with smaller volume and density. They should be seen as newsletters or blog posts with tips and content directly linked to your company's products or services, demonstrating your authority. Still using the example of the investment company, we can think of a whitepaper like "Discover now how to invest in Treasury Direct". In general, the whitepapers generate more traffic, attracting a large volume of visitors, even if they are not at the time of purchase in their consumption journey.
Some products can be offered for free on a good landing page. A company that helps the management of small or medium businesses can provide sales spreadsheets or an employee presence control template, for example, free of charge after the user leaves their contact information. You are giving your prospect a small taste of what your business can offer, stimulating contact maintenance, and potentially hiring your services in the future.
Webinar is, in a generic way, an online presentation - it's like a lecture, lesson, interview or even a simple slide presentation made through some platform on the internet, connecting the speaker with the video users. It is a more "personal" tool than EBooks, since they put a company figure "more real" and closer: after all, a presentation uses voice and image, increasing the possibility of a visitor to identify with your company.
Lead generation strategies are vitally important to keep your business growing in a sustainable and steady way. It is necessary to keep your sales and marketing team close and aligned, ensuring that the marketing team manages truly qualified leads and that the sales team knows how to turn them into deals, in a proper way, without wasting the base of potential customers. The two teams must always work with synergy and in a systematic way, so it will be possible to attract more and more customers and keep them close to generate more and more deals.