Lead generation became more difficult as the buyer is always more connected and autonomous in his purchasing thinking, making traditional commercial prospecting obsolete. Marketing now needs to generate qualified leads on the Internet and then pass them on to sales. How to generate leads? Here is the procedure in 10 lessons.
1. Lead generation: To Generate qualified leads, work on your personas
A Persona is a representation of your ideal customer.
Working on your Personas is all about identifying the essential characteristics of the perfect client. We are talking here about demographic but also behavioral characteristics.
To generate qualified leads, it is essential to define what makes a lead a qualified lead.
The mistake not to make here is to work your Personas on your own. The work of Personas concerns both Marketing and Sales.
It is for the sales department that you generate leads. The sales department has a very clear idea of what distinguishes a good lead from a bad one. It is, therefore, crucial to integrate it into the reflection.
2. Lead generation: To generate qualified leads, understand the buying path
To generate qualified leads on the Internet, it is essential to understand your target’s buying journey.
Why? If you want to generate leads on the Internet, you need to grab the attention of your target by offering high value-added content.
High value-added content is content that deals with the issues your Personas encounter and that answers the questions they ask themselves throughout this purchasing journey.
To generate leads, you need to determine what the expectations and questions your target is asking themselves in each step of the buying journey and how they are educated on these topics.
3. Lead generation: To generate qualified leads, identify the right keywords
To generate qualified leads, you must already attract visitors to your website.
We have just seen that for this, you must offer content that brings value to your target. But that’s not enough: your content needs to be visible in search engines.
We saw in the preamble that 61% of B2B decision-makers started their buying thinking on a search engine.
If you want to grab their attention at this stage and generate leads, you absolutely need to optimize your content with the keywords they use.
4. Lead generation: To generate qualified leads, define your content strategy, and write
Creating content to generate qualified leads cannot be improvised.
We regularly meet companies that have generally understood how to generate leads on the internet, but which clearly lack the consistency and organization to do so successfully.
You need to write content regularly and cover the entire buying journey to generate as many qualified leads as possible.
To create content effectively, it is essential to work on a documented strategy including your editorial line – the themes you will cover and the formats – and a publication schedule.
The keyword here is documented strategy. All studies agree that companies with a documented strategy generate more qualified leads than a company without a strategy. From then on, you can take your best pen and start writing.
How to optimize your copywriting and boost your sales while reaching a large audience? These are 8 critical tips to improve your copywriting!
5. To generate qualified leads, submit content for download
If you follow the first 4 lessons to the letter, you will undoubtedly succeed in attracting visitors to your website.
Having visitors is good but if they leave as quickly as they came, it will have no interest in your turnover.
To generate leads, you must encourage the most qualified visitors to leave you their contact details and tell you a little more about their problem as well as their context.
This is where the going gets tough.
Your customers are not fooled. To convert your visitors into leads, you must convince them to take action by offering them an attractive reward.
In this process, you must suggest to the readers of your content to go further in their thinking by uploading a more complete document or dealing with a related subject.
To do this, in addition to writing the premium content offer, you must integrate a Call-to-Action into your pages.
A Call-to-Action is a button that is visible, which reflects the added value of the offer and which encourages the visitor to go further.
Without Call-to-Action, you cannot generate leads on your website.
6. To generate qualified leads, create a landing page optimized for conversion
Once your visitor has clicked on your Call-to-Action, it must be sent to a Landing Page.
A Landing Page is a landing page dedicated to an offer exclusively and designed for conversion.
This Landing Page must not leave your visitor any other choice than to fill out your form to benefit from your offer or leave your site.
In other words, to generate leads, you must create a Landing Page that allows you to understand at first glance the added value of your offer and limits distractions.
If he does one of the first two actions, we convert him to a lead. If he leaves, it’s because we haven’t convinced him and he maybe doesn’t match our ideal customer profile (Persona).
7. To generate qualified leads, adapt your form to your target
Another mistake we run into frequently that prevents businesses from generating leads: using the same form for all content offers and contact requests.
The form is a fundamental element in generating qualified leads.
The form should allow you to retrieve all the information necessary to measure the qualification and maturity of your prospects.
Clearly, your form should be based on the demographics you defined when working with Personas.
⚠ But beware: your visitors are not ready to give you the same information depending on whether they are in the Awareness, Consideration, or Decision phase.
In the Awareness phase, the visitor is only at the beginning of his reflection, while in the Decision phase, he is clearly more engaged.
In addition, a visitor will not agree to give you the same volume of information for an infographic as for a market study. The number of fields in your form should be based on the quality and value of your content offering.
8. To generate qualified leads, promote your content on social networks
To generate quality leads on your website, you need to attract as many qualified visitors as possible.
In this process, you cannot limit yourself to natural referencing.
Although search engines are the biggest source of B2B traffic, you should use all the channels available to you to promote your content.
Social networks are very relevant levers for generating leads on the Internet.
9. To generate qualified leads, analyze each of your actions
To generate leads on the Internet, it is essential to analyze your actions.
This step is very often neglected by B2B companies, unfortunately. Analyzing your actions allows you to identify which actions are performing well and which are not.
Unlike a traditional marketing and sales strategy, lead generation on the Internet allows you to monitor your performance in real-time using analysis tools such as Google Analytics or Marketing Automation tools.
If you have well-defined your objectives, you have been able to deduce key performance indicators – KPIs – to follow to validate that your strategy will allow you to achieve them.
Generating leads on the Internet is a matter of experimentation. You have to test, fail, refine, start over.
Without analysis, you will certainly not be able to generate ROI in the long term. Of course, you might be able to generate a few leads every now and then, but you won’t know where they’re coming from.
Analyzing your actions also allows you to give sales reps a boost. If they know the source of the leads you pass on to them, they will have more context to offer them a personalized approach that is essential to convert them into customers.
10. To generate qualified leads, be sincere, altruistic, and benevolent
As we saw in the preamble, the buyer no longer expects you to sell your offers but rather that you guide them through the buying journey.
To generate qualified leads on the Internet, you must show your target that you are doing everything you can to help them solve their problems. whether she signs with you or not.
I remember a discussion I had with an entrepreneur when the agency was created. I was looking for an accountant and this entrepreneur told me that to choose him, I had to check if he was ready to give me valuable advice without being sure that I would be his client.
This has never been more true in B2B: the buyer needs to be reassured about your intentions.
Besides that, the buyer is so in demand that he is much more demanding. 75% of B2B decision-makers say they choose their service providers based on the added value of the content they offer them during the purchase journey!
People have been mastering the art of selling products and services to those who need them since the beginning of time. The methods that entrepreneurs use to sell their goods have changed down through the millennia, but the principles are still the same.