What is Lead Generation?
Lead generation is the initiation of consumer interest or inquiry into products or services offered by a business. Leads can be created for purposes such as list building, e-newsletter list acquisition, or to be used as sales leads.
Lead generation has changed substantially over the past few years, as marketing has changed from a “push” system, which relied on heavy television, print, and radio advertising, to a “pull” system, which is driven by consumers researching the products and services they are looking for.
How Do I Generate Leads?
In a “pull” marketing system, which we are in today, consumers typically start their research on a web browser such as Google or Bing. They will take a look at many websites, videos on sites like YouTube, and also read reviews of your company or products on review sites and business rating sites like the BBB (Better Business Bureau).
In order to capture leads, you need to understand this research “Journey.” Typically, when a prospective client is in his or her “Research Mode,” they are not ready to commit to a purchase. They are gathering the information they need to make an informed decision. But this is the most critical time to capture the lead.
Powerful Tools to Capture Leads
Exit Intent Marketing
Just because a website visitor is leaving your website does not mean they are not interested in your product or service. To the contrary, this is the best time to capture the lead. Remember they are in research mode; they will go to dozens of sites in their journey. If you don’t capture them now, someone who uses these techniques will.
By using exit intent software, we can pop up an offer when they are leaving the site. It can be an offer for a discount, some other incentive like a free consultation, or just a sign-up for future offers or product information. Currently, this is one of the highest converting lead capture techniques.
If a visitor does not take advantage of an exit intent offer-no worries. If you utilize retargeting for lead capture, you are covered. Retargeting “tags’ the visitor with a tracking tag, which enables you to follow them around the web with an ad that is relevant to what they were searching for.
This is very helpful, as in this society of information overload, the prospect may forget your website and what you offer. When they are ready to make a decision for their purchase, your brand will be front-of-mind. We can adjust where and how often a viewer sees these ads and for how long they show after their initial visit. These ads are very effective at bringing prospects back to your website to learn more or to make a purchase.
We can also change the content and/or offers on your website to cater to the individual viewer and what they have seen in the past.
Targeted Display Advertising
Display advertising is much like retargeting, with the exception that this is focused on new prospects who have not yet been to your website or may not even know about your brand or product. The system displays graphic ads on websites people are visiting, based on demographic targeting.
Targeting can be done in many ways, including location or “Geo-Location Targeting,” demographic targeting, such as age, income, and ethnicity, Contextual Targeting, which is focused on the type of content the prospect is viewing in web searches, and also by “In the Market,” that focuses on prospects who are showing a propensity to purchase at the moment.
Display advertising is a great lead generator. It is even more powerful when combined with tools like retargeting and exit intent marketing, once you have driven the lead to your website.
PPC (Pay Per Click) advertising
PPC advertising can be an extremely effective lead generation medium, if managed correctly. PPC refers to the ads you see at the top, bottom and the side of search results, depending on the web browser you are using. By targeting the keywords your prospects are searching for, we can deliver ads for your business, products or services to drive leads to your website or landing page.
These ads can be further refined by utilizing other criteria. It can be set up to show the ads only to people within a certain number of miles’ radius of your business, for example.