Do you know how to go about finding an audience and turning them into customers?

Most people would say the way to get more people to their business is through successful lead generation. But not everyone truly understands what the term lead generation means. 

A lead is any person who shows interest in a company’s service or product in some form or aspect.

Lead generation is the marketing process of creating and capturing a targeted audience’s interest in a product or service for the business’ purpose of developing a sales pipeline. 

Lead generation comes in many forms from the traditional cold calling via the telephone and email introductions. To recent times where lead generation has undergone a major transformation due to the rise of the digital and social media techniques available.

For example, you take an online survey to discover more about how to take care of your house. A few days later, you get an email from the company that created this survey about how they could assist you to take care of your house. This process would be less rude than if they’d just called you out with no information on whether you even care about house care. This is what it’s like to be a lead.

And from a business viewpoint, the info the house company collects about you from this survey responses helps them personalize that communication for your needs — and not waste the time of sales team calling leads who aren’t at all needed such services.

What many don’t realize is that lead generation doesn’t happen quickly. It is a time consuming and ongoing process. It’s not a set it and forget it situation. You need to constantly work at it, where building trust, nurturing the relationships and thought leadership in the markets in which you sell are vital to creating, qualifying and converting that lead.

What is lead generation?

Image shows different ways of leads generation

Lead Generation Process

Now you understand that lead generation goes with the inbound marketing (also find the differences between outbound and inbound here), so let’s check the steps of the lead generation process.

  1. A guest finds your company through one of your marketing channels, such as your website, video, or social media page.
  2. He then clicks on your call-to-action (CTA) — it could be a button, an image, or a message into your video that encourages viewers to take some sort of action.
  3. That CTA takes your visitor to a landing page. That is created especially to catch lead info in exchange for an offer 
  4. Such offer is the something valuable and offered on the landing page, like a template, discount or tutorial. It must have enough value for a visitor so that he wants to provide personal info in exchange for it.
  5. If your guest completes a form in exchange for the offer – you have a new lead. 

To summarize: Visitor gets an offer in exchange for useful stuff after he lands on your special page – at this point, the guest becomes a lead.

Why I can’t just buy leads?

Marketers and salesmen usually want to fill their sales funnel quickly and get results right now. 

Buying leads, instead of naturally generating them, is much simpler and takes far less time and work, despite being more expensive. Probably you are also paying for advertising already, why not just buy leads?

Because any leads you’ve bought don’t know you. Usually, they’ve “opted-in” at some other source when signing up for something (as it was mentioned in examples before), and they didn’t agree for receiving anything from your company specifically.

The information you send them is more like unwanted, and sending such messages is not effective. It’s like interrupting someone on the street asking to buy “any product”. 

If they haven’t agreed to receive messages specifically from your company, then there’s a high chance they would consider your messages as spam. It is quite dangerous for the business. It also indicates to the email provider which emails to filter out.

Using the most effective lead generation channels are important to guarantee the future success of your business. Email marketing, video marketing, content marketing, social media marketing, landing page, and website optimization, and SEO make up the most powerful lead generation channels and result in the best opportunities for fulfilling your lead bank.

Video is a powerful way to generate leads

But not just any leads, higher quality, sales-qualified leads! Your videos must have a clear call to action (CTA). A good call to action in your video is highly specific, very relevant to the potential customers and always links to a landing page or mentions where the offer can be found for purchase or downloaded. 

Know your entire customer cycle

It’s important you understand what your customer journey is. Also their buying cycle for your business, within your industry, based on what you offer and what your customer’s buying habits are. If you have a deep understanding of your customers and their buying cycle, this gives you a more defined, and targeted reach. It results in stronger leads, converting to sales.

Understand where your audience hangs online

An extension of knowing your customer is understanding their online behaviors and habits. You must know where your target audience congregates online to generate quality leads. Once you know, get involved, post your videos in a way that will attract and engage your potential customers, using social media platforms and other relevant places. 

Producing relevant and current video content is key

Always ensure your videos match your audience’s reasons for watching your video. The better the content you create, the more engaged they are likely to be. In turn, you will have them wanting to watch more of your videos, which is a critical step in creating a very hot lead.

Link your videos to your website

This is such an easy platform to generate leads, not to mention drive traffic to your website. Be clear in the video on the call to action, and of your website address. Don’t forget your website is easy to navigate, to keep the people there for as long as possible. Make sure you target traffic to specific pages of your site like your products and services. Traffic building is what all sites need, but even more so your site must be set up to generate leads. 

Picture illustrates how Lead generation works on social media

Search engine optimisation (SEO), is all about lead generation as well

How? Your targeted customer base is searching for niche-specific keywords when they are doing a ‘search’ for you. If you’re including the right keywords within your video titles and the scripts then you’re bound to appear on their list of searches. It can potentially generate a lead. Understanding SEO does take time. But it’s a process that you should get to know. Try and work on developing and integrating it within your video marketing. 

Lead generation is vital to building a solid sales pipeline. A lackluster pipeline is detrimental to the revenue stream for the business. There are so many ways in which leads can be generated. As mentioned above video is proven to be the strongest form of lead generation. 

It would be naïve to think you can ignore video, and it’ll go away. It’s been proven that video is one of your most powerful marketing and sales tools. If your company is struggling to attract the quality leads it requires to build a healthy sales pipeline. Nor do you have the capabilities within your business to produce videos, consider partnering with VevaMEDIA. Learn more about how you can benefit from this partnership.

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