Lead generation is one of the main goals of any business. This consists of identifying potential customers and building a relationship with them to convert them into customers. To achieve this, there are various methods such as buying leads or content marketing. New technologies are also encouraged to facilitate the process. Overview of the approaches to be followed in 2022.
Go for omnichannel marketing
When defining your strategy, the question arises: should you go for inbound marketing or outbound marketing? The first is to create web content to capture the target’s interest in their brand. The second is based on sending marketing and promotional messages to the customer. The two methods are therefore opposites: one “enforces”, the other “proposes”. However, they are complementary.
Apple is gaining ground over Meta and Google in the advertising market
Inbound marketing makes it possible to get visitors on your own and to persuade them to stay through quality content. This helps increase brand credibility. Trust is then built on the consumer side, which is necessary to increase sales and awareness of the company. In addition, outbound marketing helps attract customers through advertising, email, and retargeting. These elements are intended to encourage the purchase of a product.
Each method addresses a different need, but offers the opportunity to create a complete lead generation strategy. For example, after initial telephone contact with a prospect, it may make sense to email them an article or other relevant document to establish a direct connection. This method is more efficient than having the individual search for the content themselves in a search engine, which they would likely have skimmed.
Focus more on marketing automation
According to a 2020 study by Dolist, only 22% of marketing teams use a marketing automation platform. However, this solution facilitates marketing processes: it consists in automating certain actions based on the information that a company has about its visitors or prospects. Data on every interaction with them can be tracked and stored, allowing access to a large number of KPIs on a single dashboard. Several acquisition campaigns can be set up at the same time.
Prospecting is then automated: visitors are converted into leads after downloading a guide or subscribing to the newsletter. Marketing automation offers the opportunity to expand the customer relationship to a variety of channels and thus increase the chance of lead generation. According to the Dolist study, automation tool users see a 53% higher conversion rate.
Connect with each prospect
To give their trust to a brand, consumers today want to benefit from a personalized experience. This affects both the initial contact and the purchase process. Marketers are aware of this: for 60% of them, personalization is the key to increasing the generation of high-quality leads (smart insights).
Because of this, it’s important to take a “customer-centric” approach rather than directly promoting your products. However, this requires considering the needs, interests and growth potential of each prospect. Therefore, it is necessary to identify these elements when developing your “ideal customer”.
Are you interested in artificial intelligence?
Artificial intelligence (AI) is gradually changing the process of lead generation. This technology makes it possible to extract large amounts of data. With their help, intelligent predictions about the prospects of a company can be made. For example, AI can identify who is an ideal prospect in a database, what actions need to be taken to convert a lead, or even the type of content potential customers enjoy.
Finally, it is important to choose different approaches at the same time. These make it possible to draw up an action plan that is effective and complete in every respect.