Only some approaches offer B2B and B2C companies more opportunities than digital lead generation. Customers exchange their email addresses for information and added value. In this article, we will show you how you can generate leads – and give you a concrete strategy for implementation.
Table of Contents
What Is Lead Generation?
Lead generation means acquiring leads, i.e. interested parties whose contact details a company receives. Lead generation is a strategy that incentivises interested parties to leave their data. Such incentives can be white papers, ebooks, videos or free seminars.
Why Is Lead Generation Important?
Conversely, generating leads means gaining data from interested parties. You can provide leaders with long-term content and use marketing measures to get them to purchase. In this respect, lead generation is essential in attracting new customers in the long term.
In most cases, lead generation occurs in exchange for information. For example, a company provides an ebook on its website. Visitors can download this ebook if they return their email address and name.
As a rule, both sides benefit from lead generation. Visitors receive valuable information and answers to their questions. In return, marketers receive the data of users who have already developed an interest in a topic. Companies can build on this and ultimately generate leads into customers.
Advantages of lead generation:
- Binding possible customers to the Brand
- Expanding the potential customer base
- Development and qualification of leads to customers
- Opportunity to position yourself as an expert and problem solver
Generate Leads: This Is What The Process Looks Like
So, the basic principle is already clear to you. The question now is how B2B and B2C leads can be generated. The complete arsenal of online and offline channels is at your disposal:
- Typical online channels: Landing pages with white papers, ebooks, newsletters, SEO/SEA, social media, blogs, downloads, studies and surveys
- Typical offline channels: trade fairs, events, promotional stands, print advertisements, telephone, flyers and mail
Of course, you don’t have to use all lead generation channels simultaneously. The key to success is knowing the target group and their problems exactly. So, think about which channels the target group spends time on. And above all, what issues is she looking for? You use these considerations to create content that might interest your target group.
Provide content with added value.
Once you have defined your target group and know their problems, you need their attention in the second step. In particular, many companies should consider this awareness phase in lead generation. However, it is the basis for generating leads in the first place.
The best way to generate attention is to publish content that fits the target group’s problems – that is, that adds value. An example: You sell office furniture. Then you could study incorrect sitting while working or the working atmosphere.
This content is the anchor necessary for the lead generation in the next step. Make the content available in different formats. Blog articles, magazine articles, videos and social media posts can generate attention for your topics. Ebooks, white papers or downloads are ideal for collecting email addresses. That’s the second step.
Call-to-action: the most important part to generate leads
Now, you have to win the lead through your content. The crucial step begins here. To date, the user intention still consists of acquiring knowledge. Your site visitors want information. This is precisely where your company should position itself as a solution provider and problem solver.
The call-to-action is essential here, i.e., the request to action through which you guide the user. In an ebook, white paper, or video, offer them more information on the topic. Or show him that your newsletter is about this very topic. Another type of lead generation can be a contact form at the bottom of the page or a free consultation offer.
The important thing is the added value hidden behind the CTA. The more cleverly you place the USP of the brand or the added value of the content, the more willing users are to offer their data in exchange. That is ultimately the goal.
6 Strategies For Lead Generation
Experience has shown that certain offers are better than others at generating leads. Here are six sensible strategies for B2B and B2C companies:
- Offer ebooks and white papers on the topic. If the user is on one of your information pages, they are interested in a case. He probably wants to know as much about it as possible. You take advantage of that. You offer E-books and white papers in exchange for data and guarantee added value. When creating content, make sure that the downloads deliver what they promise. Disappointed users would be poison for your strategy.
- Create studies. B2B companies, in particular, are interested in high-quality data. If you have this exclusively – all the better. You can use reflections to generate leads. A nice side effect: Your company positions itself as an expert, and, in the best case, others in the industry report on the study. By the way, you can also include your leads themselves in the study.
- Use social media. Of course, your lead generation content should be addressed on the website. Use social media platforms like LinkedIn to place the B2B content. Pay attention to good storytelling and added value for the community.
- Be generous. Even if you hide parts of your content behind a lead barrier, provide users with much information outside of it. It’s about presenting your company as a problem solver. When users realize this, they are more willing to give up their data in return.
- Offer services for free. In practice, offering tools or services with added value for free has proven helpful. This way, you will quickly generate high-quality leads. How about, for example, a limited testing phase for a piece of software? Or a free consultation? If users are convinced, you can continually develop them into paying customers later.
- Ask for a manageable amount of data. Make sure your lead form is easy to fill out. Name and email are enough for now. The longer the record, the fewer leads you will get. It’s different if it’s important to you only to receive quality leads. Then, the data query can be longer to create certain hurdles and only allow interesting charges through.
This Is How It Goes: Lead Management.
Of course, after you have received your leads’ data, the process is not over yet. This is where the actual lead management begins. Lead management includes all your tasks with your tips, from generation to development to lead scoring. Find out more about lead management here.
The goal after lead generation is to give interested parties precisely the information they need to make an informed purchasing decision. So you qualify the users. This is called lead nurturing. You can also introduce a lead scoring model to measure how advanced the user is. This scoring shows you when you can approach a lead through the sales team and when they may need further information.
Conclusion
Lead generation is an essential process in both B2B and B2C that – once set up – can bring valuable leads in the long term. The effort is great, but it’s worth it: Anyone present in the target group and providing valuable content will first be able to turn interested parties into leads and then into paying customers.
