Lead generation is at the center of business development. We want to be visible on the Web and social networks to attract potential customers; but in reality, when you analyze the question, it’s a little more complex than what it seems. The Internet is now so saturated that effective strategies are needed to crack the resistance of consumers who have become increasingly tough.
The lead generation strategy follows a well-defined process that aims to convert the visitor into a buyer through the prospect stage. When we go deep in the subject, we encounter vocabulary like MQL, SQL, marketing automation … which is all explained in this article.
What is a lead?
Not all visitors are leads. Some just happen to be there out of curiosity or have accidentally landed on your LinkedIn profile because of several common subscribers. However, a simple visit can turn into a steady client if you manage to create an affinity between you and the individual. When you make contact, it’s an opportunity, a chance to make a sale. This is called the lead.
How to have leads?
Only one percent of visits turn into a Lead, although this figure can quadruple if we work out a few parameters (landing page, SEO …) Of course, not all leads turn into sales, but the important thing is to multiply your chances. Several techniques can be used to “channel” the visitor to the purchase decision. These include:
- The mailing
- Creating communities on social networks
- Live communication (chatbots and automatic answering system to generic questions)
- Articles on a blog or on the site
How important is it to have a lead generation strategy ?
Even when many people visit your site but you still cannot sell, you need to change a few things. You have to know how to reach your audience, their target. Your lead generation strategy aims to increase the conversion rate of visits to leads. Your social networks and your website are just a waste of time and money if you do not put in place effective conversion techniques.
What are the techniques for generating leads?
To put it simply, getting conversions is a massive seduction strategy. It all starts by giving the impression to the visitor that he needs to give his contact information. In exchange, you offer him an incentive he can’t afford to refuse. Here are some examples :
- Bonus tips to send to your mailbox
- Free trials (basic or time-limited version)
- Detailed eBooks
- The possibility of making an appointment with an expert
When the visitor is moved by a gift, he immediately gives you information about himself:
- Email address
- First name
- Age and sex
- Phone number
This is viable information that help you better understand your target and interact with them more in depth.
How to choose the channels to generate leads ?
If you are not privy to a big budget, you cannot be present on all of the existing channels. Just for social networks, there are 15 platforms that have millions of users. You must choose sparingly those that suit you. For example, for B2B, we turn primarily to LinkedIn, and for B2C we focus more on Twitter and Facebook.
Can I automate leads generation?
Some leads generation tasks can be generated automatically. This is important as far as saving time and, by extension, money. You will not write an email to each of your contacts, although some customization is required to get the customer hooked. Tools exist to allow you to contact the prospect automatically and regularly.
Qualification of leads
The path is long between making contact and buying. The lead inquires, analyzes, compares, hesitates, and sometimes forgets you! It is important to never lose the thread. Even if he does not buy immediately, he is still a potential customer who needs to be understood, guided, reassured. Qualifying leads make it possible to adapt your communication strategy to be able to convert in the short or long term.
What is an MQL?
MQL stands for Marketing Qualified Lead. A visitor is qualified as soon as he has established contact, whether by requesting an e-book or leaving his contact information to receive newsletters.
What should we do with the MQL?
The MQL is not yet a buyer, its interest has just been awakened by an article or your profile. However, this is an opportunity that can lead to a sale and should not be taken lightly. That’s where the so-called lead nurturing comes in. It’s about improving your image in the eyes of the prospect and gaining confidence until you decide to take the next step.
What is an SQL ?
SQL stands for Sales Qualified Lead. For neophytes, we can say that the leads are ripe, ready to buy. At this point, an average 60 percent of prospects turn into buyers.
What should we do with SQL?
The best thing to do with a SQL is to redirect it to a commercial. At this stage, it is always better bring forth and value human contact. A phone conversation or a face to face meeting is more effective than written exchanges. If that is not yet feasible, a referral to the sales page or to the product that provides a solution is the last thing you want to do.
Leads are sales opportunities generated by the visits (website or physical establishment) and by the relationships you have created on the various supports, where you are visible. In a lead generation strategy, the goal is to attract, seduce and develop the relationship. In the end, if all goes well, your efforts will lead to a sale.
Prior to that, the prospect goes to the stage of MQL (Marketing Qualified Lead), meaning he is still “working,” even though his interest has been aroused by the product or service. Everything is put in place to lead him to the next step, which is the SQL (Sales Qualified Lead). This means he says he’s ready to buy and, in this instance, we use emails, the lead Nurturing …