To get new clients it is important to have an effective strategy to achieve our objectives. There is more and more talk about the Lead Generation strategy, a process widely used in B2B marketing.
Lead Generation is the strategy that aims to maximize the number of potential customers through the strategic use of digital channels. This is based on three phases that correspond to the buyer’s journey (or purchase route): knowledge, consideration and decision.
It is crucial to highlight that this strategy not only serves to get leads, but also to create a genuine relationship with contacts and that these are effective in the short and long term so that they become customers.
Therefore, to get new clients we have to act on the Lead Generation funnel that is divided into 3 phases:
- Recognition: make potential customers aware of a need.
- Consideration: potential customers understand that they will solve that need if they buy your product or service.
- Decision: get the customer to finally buy our product or service.
These three phases are also known as Top of the Funnel, Middle of the Funnel, and Bottom of the Funnel.
This somehow means that you have to follow a specific order, going through the first phase to the last. In fact, the common mistake is to focus exclusively on the final phase (direct acquisition of new customers) neglecting the essential path of conversion.
Applying the Lead Generation strategy may seem simple, but it is important to work through the entire process mentioned above, made up of a sequence of phases and well-structured objectives.
So how do I adapt Lead Generation to my sales strategy?
You have to be clear about a basic concept; the potential client does not want to waste time or feel cornered. He needs to calmly evaluate the solutions and decide on the brand that has demonstrated the most competence, authority and resolution capacity for his problems or improvements for his life.
For this we need a great dedication and study of the buyer person and we have to imagine that thanks to this strategy the client will go through a transformation.
Therefore, the ideal is that you start by asking yourself: what solution can my product or service provide?
Who do I want my client to become?
Once you have answered these questions, you can include the Lead Generation strategy in the following actions:
The most popular technique for capturing leads is content marketing, which consists of offering valuable content in exchange for a contact (name, email, telephone, etc.) The content to be offered, called lead magnets (precisely because they act like a magnet , have the ability to attract leads)
There is no doubt that social networks are the place where people spend most of their time. Applying Lead Generation to social networks is a more than successful strategy to capture an audience that is already segmented and potentially interested in your products or services.
To increase traffic to your website, pay-per-click (PPC) SEM campaigns based on Google Ads continue to be one of the best tools for attracting potential customers.
It is essential, before starting a campaign, to collect contact data, nurture a list so that the executed campaign is effective, in addition to relying on the automation provided by email marketing platforms.
In conclusion, every day there are more companies and brands that bet on Lead Generation, since it is considered a strategy that adapts to all kinds of actions to attract new customers.