A Beginner's Guide On Lead Generation And Marketing Automation

Businesses from the beginning of their venture have pressure to generate leads and make a significant amount of sales. Leads are a strong base for any business, especially when it’s in the beginning stage. The entrepreneurs brainstorm the ways in which their business can get recognition, and some quality leads can be generated, which can be converted into sales. Whatever resources and skills a person running the business has are unserviceable until they get a client to deliver them. Hundreds of unique products are innovated by many, but all of them do not get prominent and do not give great returns as they are not marketed well. 

A business should get constant leads to survive for longer terms. You might have seen many companies and their products enjoy a significant market share, but that is for a limited time, and then they disappear. The strategies that give instant results sometimes do not provide long-term gains. Lead generation and marketing need constant efforts. This article mentions the meaning and importance of lead generation with some strategies with marketing automation for emerging businesses.

What Is Lead Generation And Why It Is Important

Before moving on to lead generation, understand what a lead is. Any person or a business that shows some interest in the product or service can be termed as a lead. And lead generation is the process of generating and triggering interest in the people about the business’s offerings. Leads don’t come automatically, they have to be developed using distinct methods.

All the leads that come can have different objectives and needs, which must be paid attention to. The leads can be classified majorly into two types, qualified and non-qualified. A qualified lead is the one that is convinced by offerings and has a lower churn rate. Non-qualified leads do not have much interest and are not satisfied with the offerings, mostly non-conversable to consumers.

The value of lead generation is immense, as the lead that comes to the business is nurtured to get them into the sales funnel and lastly converted into a customer. A company runs on the basis of its customers, and when they fail to acquire new customers, the business stops. So whether it is B2B sales or directly to consumers(D2C) model, generating lead and marketing of the company is unavoidable for the growth of the business. Therefore, with the establishment of any business, the commencement of lead generation should happen by default. Some strategies that beginners can implement are stated below.

Some Lead Generation Strategies

As per the business types and its product and service, the strategies to generate leads can differ. However, here mentioned are some standard methods that nearly every category of business can practice. The approaches can be through two ways inbound and outbound marketing. Let’s look at them:

Inbound Marketing

Inbound marketing is an approach where the target audience is tried to reach by providing them the information through different channels. Simply, the working is such that the leads come to the business rather than searching for them. For example,  a person wants to buy traditional outfits and search for them online. The search results displayed your official website selling traditional clothes, and the person came to it and made a purchase.

1. Website And SEO

The website says it all. Developing a website is a must for any business in this internet-driven world. The website is usually the first point where a lead gets in touch with your product and services. Website design and content should be engaging and must have a call to action through which the customers can make contact. After developing the website, its search engine optimization is necessary to be placed in when organic searches are done. It can be done through the proper use of keywords and quality link building.

2. Content And Blogs

The content is the voice of your brand and conveys all the information that the business wants to tell. The content should always be such that it clears all the queries about the service and the product. Publishing blogs and articles are also a popular method used, as well written blogs can tell a lot about the business. Again it is a way to provide the knowledge of your business to its potential buyers.

3. Social Media

Marketing through social media is a powerful way. The use of social media is increasing day by day, and it is a place where a business can get a maximum number of customers if the profile successfully impresses them. Now buyers search on social media platforms for any kind of purchase therefore, social media marketing can not be ignored. A well-developed and maintained profile can bring leads.

Outbound Marketing

Outbound marketing is a bit of a traditional method but still effective in many ways for different kinds of business. The approach is about you going to the customers rather than they coming to you. It can involve higher costs than inbound marketing but, when conducted correctly, can guarantee a reach to the target audience. The purpose is to build a relationship with the target audience and keep them updated about the offerings. Mentioned below are the 3 ways businesses can try: 

1. Cold emails

Sending emails to the prospects to inform them about the business works quite well if the content is well-drafted. It can bring the leads a step closer as their requirement is known, and you try to give them what they are looking for. But, most of the emails are even unopened due to their poor quality. Always add value and earn the clicks of the prospects by writing a catching subject line and addressing them in a personalized manner.

2. Paid Search Ads

Search ads are becoming popular, and certain businesses find them helpful to increase visibility. It works like when a person searches for the product they are wanting the ads of your company delivering the same is displayed. Pay per clicks campaign can be effective as it reaches the leads that are in requirement of what your business offers.

Use Of Marketing Automation For Generating Leads

Marketing automation is making the use of software for conducting different marketing strategies. Automation can increase the efficiency in most of the tasks, and for marketing and lead generation, it also proves to be effective. The automation tools work well in the setting of marketing OKR’s where the teams can collaboratively set goals and later measure them. Whenever a lead gets generated, its nurturing plays a role in converting and making them an end consumer. The automation advantage can be maximum taken in the nurturing of the leads.

In multiple ways, quality leads can be generated through automation. The ways are:

  • Adding personalization- when email campaigns are conducted, they reach multiple prospects, and addressing each of them personally is possible through automation tools.
  • 24/7 support- the visitors on the website can get their basic queries solved through a chatbot. So businesses will not lose a lead due to late replies and no support to the consumers.
  • Lead magnets- it is about giving a chance to your lead to have an experience about your product or service by offering free trials, guides, or demos to engage better and convert them.
  • Information of leads- from a lead coming to the landing page, messages can be triggered, and the responses can be asked from them. The information can be helpful to make changes as per the choice of consumers.

Summing It Up

Lead generation, when implemented by understanding and doing the required research of your target audience, gives better results. With the use of marketing automation, the process of generating leads gets improved and even works fast. Therefore, the generation of leads through marketing automation can bring quality leads to the business and increase the customer base.