Lead generation is a marketing term used to acquire new customers and it plays a critical role in the sales funnel process for converting leads into customers. A ‘lead’ is defined as a potential customer who has shown an interest in the product or service your business provides.
There are many options for generating leads with one of the newest and most systematic means being the inbound marketing method. This system acquires new leads and gathers their contact information including their name and email address. The leads are tracked and strategically guided through the sales funnel until they become a valuable customer. The process drives leads from the top through the middle to the end of the funnel. This movement through the funnel is known as lead nurturing and is pivotal to the success of converting prospects into leads. Inbound marketing is one of the best ways to get more leads online for both B2B marketing and some B2C marketing.
1. TOP OF THE FUNNEL
The top of funnel approach focuses on building the awareness of your business through marketing activities to increase traffic and attract leads. This process involves creating educational and informative content relevant to the items your target audience is searching for and provides solutions to the challenges or problems they are facing. A content marketing strategy must specify the types of formats and topics that will be used and that are most suitable for generating more leads for your business. For instance, blog articles are the most common type of formats to present content. Blog articles increase the likelihood of converting leads so long as effective calls-to-action and landing pages are put in place so that leads are encouraged to provide their contact information for content download offers. Content is paramount for establishing credibility within your industry and assists with building trust with your prospects and your business. Download the The 18 Greatest Online Lead Generation Tips, Tricks and Ideas guide to discover what crucial elements are needed to make lead generation happen as well as recommended online channels for achieving optimal results.
2. middle OF THE FUNNEL
The middle of the funnel recognises qualified leads who have considered or responded to your inbound efforts. Once a lead has converted the buck does not stop there. At this stage you should have a greater understanding of the prospect's needs and have initiated a relationship. Adopting a lead nurturing strategy can help track leads through the sales funnel and by creating a continuous stream of tailored content based on the information you have gathered about the lead will assist in meeting their needs. This is an integral component for strengthening the opportunity to convert a sale. Actively listening and responding to prospects needs supported with marketing efforts is the key to executing the lead nurturing phase. This will help maintain desirable engagement levels and keep your business top of mind when they’re ready to purchase from you.
3. bottom of the funnel
Now you have reached the narrow end of the funnel with a list of qualified leads who are most interested in your business, it's time to put your sales hat on. This is the most important stage of the funnel since the focus is directly converting the lead into an actual customer. That said, pursuing highly valuable and actionable content to nudge leads closer to taking action is essential, yet you can take a step further and offer a free webinar or a free consultation to help solidify and speed up the conversion process. Review "7 Step Process for a Winning Sales Presentation" to help you close the sale.
Having a strategic focus and a solid content marketing plan for guiding leads through the sales funnel will help you win customers over and over again. If you need to know how to get leads online or other lead generation strategies contact Fit 4 Market. We can give you guidance for generating leads in the sales funnel process and can provide tips and tricks as well as best practices for converting that lead you always wanted.
Fit 4 Market are marketing consultants operating in Adelaide, Melbourne, Sydney, Brisbane and Perth