In the past, companies tried to generate their leads at trade shows where they exhibited their goods to attract the attention of potential customers. If the visitors then came to the stand, they could fill out a card and leave their contact information.
Later, the sellers of the company contacted the leads and tried to sell their goods. Of course, this is sometimes even more or less successful today. Of course, the Internet makes this task a lot easier, as we do not have to stand for hours on a stand because it takes care of our landing page and our 24/7 autoresponder software.
The term lead generation comes from marketing sector. A lead is a prospect who provides a company or digital agency with their personal information in return for a quote and further information.
Nowadays, landing page, freebie and email marketing – are now the inseparable symbiosis for lead generation
If you want to be successful in lead generation, then you’ll almost certainly have to start one step ahead of time: on your landing page, which is the website where someone enters your mailing list.
How Lead Generation Works Today
If you lay the foundation (your landing page) correctly, you will be amazed at the results you can achieve with e-mail marketing, and the value of the e-mail address of a visitor / prospective customer / customer.
Main points of a successful landing page are:
- Catchy Headline (already brings 80% of the success)
- Pair of Bulletpoints (the text in between is almost irrelevant, as nobody reads it anyway)
- Call to Action (CTA ) – the call to action at the end
- A / B tests (headline, text or CTA test to increase the conversion rate)
- A simple tool I use: Instapage
With e-mail marketing, you have the chance to contact “simple” visitors to your website again and again. Normally, 90-95% of visitors to your website are irretrievably gone after your visit. You have no chance to make more frequent contact – you know, you say 5-12 contacts are needed for someone to make a purchase. Impossible with “just” a “simple” website.
In addition, with an email follow-up process, you can wonderfully automate trust, strengthen your branding, consolidate your expert status, etc. – all factors that ultimately lead to a successful purchase and more stable customer relationships.
Hack #1: The money is in the list
And remember, the bigger your email list gets, the more independent you become from external traffic sources. You control your traffic yourself! You can generate traffic at the push of a button – whenever you receive an e-mail send out! Furthermore, with a large e-mail distribution list you are an interesting cooperation partner for other entrepreneurs who have a similar target group as you.
The benefits of E-Mail Marketing are:
- E-mail marketing is cost effective! (Eg in comparison to a sales letter)
- An e-mail can always be accessed anywhere!
- The communication is more personal via e-mail
- Most autoresponder providers offer A / B split testing to test headlines against each other for higher click through rates
Hack #2 Give a small incentive for exchange of email address
This can be for example a download. Just come up with something. Users love such small gifts. Then you are also ready to give away your own e-mail address faster.
Hack #3 Blogging
Content marketing is the most efficient and effective way to reach consumers. Run your own blog with added value and offer your freebie in the “widget area”.
Hack #4 Offer a Solution
Put yourself in your target group. What is the burning problem? That’s exactly what you offer a solution for.
Hack #5 You should not ask for too much personal information.
The e-mail address is completely sufficient. In this way, the inhibition and also the fear is lower among the users to divulge data here. Give users the opportunity to gain confidence. On a subsequent confirmation page, you can still ask for other information such as name and so on. And you should always ask only for data that you really need. Everything else arouses mistrust.
Visitors should be prompted directly and at the beginning on the start page to request further information and / or a special freebie via e-mail.
But you should not just give the opportunity to get in touch with the newsletter on the homepage. Rather, should find on the entire website again and again hints that users can register for a newsletter. For example, in the footer area of your blog.
You can also use a pop-up window to ask users to subscribe to a newsletter. However, you should only implement this measure for a certain period of time. For example, on your first visit and then leave the readers alone for several weeks and months. You can set this for most pop-up plugins.
Now, the only question left is: What can I give as a free incentive, so that the visitors register and leave their e-mail address:
Here are 7 freebie ideas:
- Free eBook
- Free webinar
- Video courses on a specific topic
- 15 min. Skype coaching
- 5 € discount coupon at the entry
- Excerpt from a book or video course
- Digital Package with the mix of featured freebies
If you do not feel like writing an eBook yourself, then you can buy a white-label eBook with the private label rights to get started right away.
I also started the same way and generated the first 3,000 leads with an eBook, which I only changed and adapted to my target group.
How to Generate B2B Leads for Sales
Lead generation is not just about making marketing the lead of the prospect, but further developing it so that it can be passed on to sales with the right degree of maturity and become a customer there.
The king’s discipline is then to further develop the new customer into a loyal existing customer. With the help of marketing automation software, you can automatically offer him additional helpful products and services at the right time.
How to Generate Leads That Brings Value
Lead generation is not only about how you generate the leads. It also deals with how you develop further relationship processes. Here are the process
1. DEFINE YOUR “LEADS”.
To help you know what you are working towards, it makes sense to define the term “lead” for yourself. It’s best to set four to five criteria that must distinguish a lead so that it’s relevant to your sales objective. You can consult the BANT criteria here. BANT stands for:
B udget: What budget has the prospective available?
A uthority: Does the interested party have decision-making authority?
N eed: Is there a need in your company?
T ime: In which period should the investment take place?
In addition, according to the Buyer Persona concept, you should define which data you still need in the context of lead generation: E-mail address? Surname? Position in the company?
Only if there is a complete profile of the lead, you can provide him with tailored content and create a suitable offer in due course. You can find further information about the Buyer Persona in our comprehensive article here in the blog.
2. BET ON HIGH-QUALITY, PERSONA RELEVANT CONTENT.
In order to ideally accompany a lead in the purchase process, content should be offered to him, which provides him with added value at every stage of his purchase process. It is important to catch the attention of the potential customer without immediately pushing him to buy a product.
Personally relevant and informative content such as e-books, checklists and whitepapers, from which the prospective customer can actually benefit, are particularly suitable for this purpose. The focus here should be on helping potential customers with problem solving in advance.
In the case of B2B lead generation, it is often the case that interested parties find out about the Internet long before they buy it. It is precisely in this information phase that you should call the prospective customer’s attention, so that he decides on your product or service when he goes into the buying phase.
3. PAY ATTENTION TO LEGAL COMPLIANCE
Registration forms on a website for whitepapers and ebook are of course part of a lead management campaign. So that you do not stumble over any legal pitfalls, it is advisable to deal with the current legal situation.
Especially with regard to the forthcoming EU data protection regulation, you should know all possible pitfalls regarding data protection and then check your company. That’s why we’ve put together a DSGVO checklist with the key points to consider in lead management and email marketing.
4. FURTHER DEVELOPMENT OF LEADS BY NURTURING IT
The basic principle in lead management is that a prospective customer who is looking for a problem solution or a product first wants to obtain information before he needs a concrete purchase offer. If he is confronted too early with product offers or sales talks, he will flee right away.
I mean, you will invest in campaigns and content for nothing. Therefore, the first thing to do is to further develop the lead by means of nurturing campaigns.
The important thing to keep in mind is the right timing. The more content your prospect consumes, the more likely it is to respond positively to a personal contact request from you.
Therefore, set on multi-tiered Nurture campaigns and offer your lead further information according to his interests. To make B2B lead generation successful, you need to send the relevant information at the right time.
5. EVALUATE THE MATURITY OF YOUR LEADS
In order to optimally assess how ready your lead is for a specific offer, you need a well-thought-out rating system called lead scoring. It is a kind of points system in which values are assigned. For example:
- The profile of the prospective customer, which can be successively completed during the lead management process. With further communication, you will know about the company size, intended time of purchase or projected project period, etc
- The interest. You can detect this based on the freebie you offer
In this way, you can address your prospective customers in the context of lead generation personally and pick them up individually according to their needs.
6. AUTOMATE THE PROCESS IN B2B LEAD GENERATION
You’re right, if you think that both generating new leads and nurturing can be very tedious. To facilitate these processes, you should use a marketing automation solution that automates the process.
An appropriate software, such. Aweber helps to capture and use the contacts. For this purpose, pre-definable program steps are created in the system with which leads can be recorded, further developed and qualified. This allows you to fully automatically generate and develop leads following the development of a strategic lead management process and the implementation of these campaigns in your software.
7. MARKETING AUTOMATION
Nowadays, some email marketing software already have marketing automation system. They recognize when a topic is interesting for the lead, send him a personalized message and offer him appropriate content. Of course, all of them happen based in your manual settings at front.
In general, using such a marketing automation solution can greatly simplify communication, for example when it comes to who should receive which message and when: about 7 days after a download or 12 days after a webinar?
By hand one would surely be overwhelmed with it quickly. Therefore, it pays to use a suitable system that takes over and automates these tasks. In this way, you can generate B2B Leads completely automatically in the future.
Nowadays, the focus on lead generation is done via websites, social media, content and email marketing. Here, the companies even want to invest further and expand these lead generation measures.
On the other hand, brochures and print ads are increasingly being cut back, as the costs and manual efforts are significantly higher. Moreover, this method has no chance to evaluate and develop the prospect data. Therefore, you should rely on internet solutions if you want to successfully generate qualified leads.