What is a Lead?
First and foremost part of Online Lead Generation is a lead. A lead is any person who in some way, shape, or form indicates interest in a company’s product or service.
After opening communication (by submitting personal information for an offer, trial, or subscription), leaders typically hear from a company or organisation … instead of receiving a random cold call from someone who purchased their contact information.
Let’s tell, to learn more about how to take care of your vehicle, take an online survey. You get an email from the auto company a day or two later. In which it is mentioned about how they could help you take care of your car. This method would be much less invasive. Even more, than calling you out of the blue with no awareness of whether car maintenance is even important to you. This is what being a leader is like.
And from a business viewpoint, the information that the auto company gathers about you from your survey answers lets them tailor open communication to fix your current issues and not spend time contacting leads that are not involved in auto services at all.
Leads are part of the larger lifecycle pursued by customers as they switch from visitor to customer. Not all leads are created equal (and not all leads are created equal). Based on how they have trained and what lifecycle stage they are in, there are different types of leads.
Marketing qualified lead (MQL)
Professional marketing leads are contacts that participate in the activities of your marketing team. However, but are not prepared to receive a sales call. A contact who fills out a landing page form for a bid is an example of an MQL.
Sales qualified lead (SQL)
Sales-qualified leads are contacts that have taken steps to demonstrate their interest in becoming a paying customer. A contact who completes a form to ask a question about your product is an example of a SQL.
Product qualified lead (PQL)
Product-qualified leads are contacts that have used your product and taken action to become a paying customer that shows interest. For businesses that offer a product trial or a free or restricted edition of their product. PQLs usually exist with options to upgrade, which is where the sales team comes in. A client who uses your free version but interacts or asks for features that are only available upon payment is an instance of a PQL.
Service Qualified Lead (SQL)
Service-qualified leads are contacts or clients who have told your service team that they are interested in being a paying client. A customer who informs their customer service representative that they would like to upgrade their product subscription is an example of a qualified service lead; at this stage, the customer service representative would upgrade this customer to the appropriate sales team or representative.
What is the Online Lead Generation?
The process of attracting and turning strangers and prospects into someone who has shown interest in the product or service of your company is lead generation. Job applications, blog posts, coupons, live events, and web content are some examples of lead generators.
These lead generators are only a few examples of techniques for lead generation. Although, you can use to attract and direct potential customers towards your offers.
Whenever someone outside the world of marketing asks you what do you do? You can’t just say, “I build lead generation material.”
It would be completely lost on them, and I would get some very confused looks.
Why do you need online lead generation services?
The transition from stranger to a customer is far more normal when a stranger initiates a relationship with you by demonstrating an organic interest in your company.
Lead generation falls under the second stage of the technique for inbound marketing. It happens when you have drawn an audience and are ready for your sales team to turn those visitors into leads (namely sales-qualified leads).
For a business, lead generation is important. A corporation would fail to make profits and grow without it. An organisation must have a strong plan for producing leads. As a business, they would fail to generate leads because they are uncertain of what kind of individuals they want to attract and sell to.
Today, many organisations rely heavily on Lead Generation because it drives traffic to their websites where they can turn leads into clients. Google has made it easier to link individuals to companies, meaning that companies can let the world know how different their goods and services are from their rivals. It helps you to reach a customer base that through a search engine is actively looking for your product or service. And it increases the likelihood of your company buying the lead by taking the lead directly to your website.
It grabs the attention of a potential customer searching for something unique by creating a more interactive website. It guarantees that your organisation stands out from the competition and improves your conversion chances. The potential client is more likely to send their contact details to an engaging website than to a dull website that has no interaction.
Online Lead generation process
Let’s walk through the steps of the lead generation process now that we understand how lead generation fits into the inbound marketing approach.
1. Firstly, via one of your marketing outlets, such as your website, forum, or social media page, a visitor discovers your enterprise.
2. That visitor then clicks a photo, button, or message on your call-to-action (CTA) that invites website visitors to take some kind of action.
3. That CTA brings your visitor to a landing page, which is a web page built in return for an offer to catch lead information.
4. While on the landing page, in return for the bid, the visitor fills out a form. (Typically, forms are hosted on landing pages, although they can be inserted anywhere on the web, technically.) Voila! You’ve got a new lead. That is, as long as you follow the best practices in lead-capture form.
Elements of Online Lead Generation Marketing
You can use your different promotional platforms to push traffic to your landing page to start generating leads until you bring all of these elements together.
But what canals are you going to use to promote your landing page? Let’s speak about the lead generation front-end: lead gen marketing.
A perfect way to direct visitors to a landing page is to provide content. You usually create content to provide valuable, free information to visitors. Inline, bottom-of-post, hero, or even on the side screen, you can include CTAs anywhere in your content. The more happy a visitor is with your content, the more likely they are to click and switch to your landing page with your call-to-action.
E-mail is a perfect way to meet people who know your brand and product or service already. Since they’ve already subscribed to your list, it’s far simpler to ask them to take action. Emails appear to be a little cluttered, so use CTAs with convincing copies and an eye-catching design to attract the attention of your subscriber.
Ads and Retargeting
The sole goal of an ad is to get individuals to take action. Why waste money otherwise? Make sure that your landing page and offer match exactly what is promised in the ad if you want people to convert, and that the action you want users to take is crystal clear.
The best thing about advertising a deal by using your blog posts is that you can customise the whole piece to the end target. So, if your offer is an instructional video for setting up the Google Search Console, you can write a blog post about how to pick your marketing metrics, making your CTA extremely important and easy to press.
Social networking sites make it easy to direct your followers to take action, from the Instagram storeys swipe option to Facebook bio links to Twitter bits of URLs. On your social posts, you can also advertise your services and include a call-to-action in the caption.
By providing samples of your product or service, you can break down a lot of barriers to a transaction. You may entice them with extra rewards or tools to enable them to purchase after a prospect uses your product. Using the logo in the free versions is another good practise so that you can also capture other potential customers.
Referral, or word-of-mouth, marketing is useful in a particular way for lead generation. That is, it puts your brand in front of more individuals, which in turn increases your chances of creating more leads.
You’ll want to direct users to your landing page, whatever channel you use to generate leads. The rest will manage itself as long as you’ve created a landing page that converts.
Online Lead Generation Strategies
Depending on the channel on which you wish to collect leads, online lead generation requires a wide variety of techniques, promotions, and strategies. Once you have a visitor on your site, we spoke about lead capture best practises … but how can you get them there in the first place?
For a few popular platforms, let’s dive into lead generation strategies.
Facebook Lead Generation
Since its inception, Facebook has been a method for creating leads. Originally, in their posts and details in their profiles, businesses could use outbound links to draw strangers to their websites. However, there was a significant change in how companies used the site to collect leads when Facebook Ads was launched in 2007 and its algorithm started to favour accounts that used paid advertisements. For this reason, Facebook developed Lead Advertising. Facebook also has a feature that allows you to place a simple call-to-action button at the top of your Facebook profile, helping you directly send followers to your website from Facebook.
Twitter Lead Generation
Twitter has Twitter Lead Gen Cards, which allow you to generate leads without having to leave the site directly inside a tweet. The name, email address, and Twitter username of a user have pulled into the card automatically and all they have to do is press “Submit” to become a lead. (Hint for HubSpot users: You can attach Twitter Lead Gen Cards to your HubSpot Forms.
LinkedIn Lead Generation
Since its early days, LinkedIn has raised its stake in the advertising market. LinkedIn developed Lead Gen Forms when it comes to lead generation, which auto-populates when they click a CTA with user profile information, making it easy to collect information.
PPC Lead Generation
We’re referring to advertisements on search engine result pages (SERPs) when we say pay-per-click (PPC). For any ad campaign, particularly lead gen, Google gets 3.5 billion searches a day, making it prime real estate. Your PPC campaign’s effectiveness relies heavily on a seamless user flow, as well as your budget, target keywords, and a few other factors.
B2B Lead Generation
B2B is a specific business model which needs a specific lead generation approach. HubSpot discovered that followed closely by email marketing and social media, SEO is the top resource for gathering company leads. Not to mention, performance varies according to the channel.
Tips for Online Lead Generation campaign
There can be a lot of moving parts in any given lead generation campaign. It can be hard to tell which parts of your campaign are running and which need some fine-tuning. What goes into a best-in-class lead generation engine, exactly? When building online lead generation campaigns, here are a couple of tips.
There are a few different resources and models out there that will assist you to build various lead gen assets to be used on your site:
- CTA: In PowerPoint, you can use 50 + free, customizable call-to-action (CTA) templates to create clickable CTA buttons to use on your blog, landing pages, and elsewhere on your web.
- Hubspot Tool: It includes functionality for lead capture and contact insights, which will scrape any pre-existing forms on your website and link those contacts to your existing contact database. It also helps you to create pop-ups, hello bars, or slide-ins called “lead flows” that help you turn visitors to the website into immediate leads.
- Visitor Tracking: An interactive tool (Hotjar) that generates a colour-coded representation of how your website is navigated by a user that lets you know what your website users want, care about, and do. It tracks visitors and informs you where on your site they spend the most time. You can use it to collect data on your forms for lead generation, input forms and surveys, and more.
- Form-scraping tool: A form scraping tool that gathers submissions on the current forms of your website allows you to compile all your leads into your contact database automatically, regardless of which form visitors have submitted to your website. Using HubSpot, HubSpot customers can build and insert forms that automatically populate into your CMS. A form of development tools like Contact Form 7, JetPack, or Google Forms can also be used.