Nowadays, Lead generation is a critical success factor of sales and marketing strategies regardless of the industry or the products and services. But most of the businesses do not understand the actual difference between lead generation and lead nurturing and the importance of implementing both the strategies into the overall sales process.
Do you know the reason? 80% of marketing leads never convert into sales? The common reason for this poor performance is a lack of lead nurturing?
While approaching lead generation, you have a great business website with right call-to-action, lead forms and detailed information about your product and services. You captured many interests and driving more visitors to your website like never before. So, why aren’t more of your visitors making purchases?
NOT EVERYONE WHO ENDS UP ON YOUR WEBSITE IS READY TO BUY.
You can generate leads easily, but it takes more to increase the sale. You need to get stay with those leads, to nurture them until they are ready to buy.
You have to assure them that your product or services are the solutions to their problem and you are better in the competition. How do you do this? Form a strong relationship with each of your potential clients and nurture that relationship with the help of various consistent communication.
WHAT IS LEAD GENERATION AND WHY IT IS IMPORTANT?
Lead generation is the process of marketing to stimulate and capture the customer’s interest in your product and services to develop a sales pipeline as a goal. It is undoubtedly an integral part of overall sales process, but what is it exactly? And why it is important?
With the changed buying process, you need to discover the new ways to influence buyers and get heard through a noise. So why to waste a time in finding the mass number of customers, you must focus on being found and build consistent relationships with new customers. To generate the interest around the specific product or services in order to bring potential new customers into the sales pipeline can be done by two essential ways. Inbound and outbound marketing, each of these way has its own advantages and disadvantages and should be used together in achieving the highest success rate.
The less aggressive form if lead generation is inbound marketing. It allows the potential customers to find the information about your products and services and inspires them to request more additional information through a lead form or other method of capturing contact information for follow-up. The inbound marketing includes content marketing. Some of the ways are blogging, whitepapers, email-marketing, e-books, social media and reviews. It also includes digital marketing strategies such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), Pay-Per-Click Campaigns (PPC), or a combination thereof.
One advantage of using inbound marketing tactics is to track performance it occurs which helps in tuning campaigns in real-time. Also, it helps in developing two-way relationships with the leads which bring to the next step in marketing and sales strategy.
Outbound marketing is a relatively aggressive form of lead generation and may not request to assured types of buyers. So before diving too deeply into this type of campaign, it is important to research your specified market. Some of the ways of outbound marketing include cold-calling, direct marketing, television, banner, radio and print advertising. Disadvantages with outbound marketing are that it’s difficult to measure off-putting to certain buyer types, cost effective in terms of ROI.
LEAD NURTURING: DEVELOPING A RELATIONSHIP WITH YOUR LEADS
Consider that you have some leads which are at buying stage process. Now at this stage, you need to increase the likelihood of converting these leads into sales with lead nurturing. It’s not that much simpler to just gather leads and hand them over to a sales team. It is mandatory to understand each individual lead, their differences and how to handle that lead.
As not all the leads are at ready to purchase stage this instant. It’s important to determine at which stage the leads are at and interact with that leads. Are they solely hearing of your product and services? Or, have they been looking for the correct product and services and are comparing your product and services with your competitors? Simply because a lead isn’t ready to buy at the same prompt, it doesn’t mean they aren’t almost ready to buy. The way to discover wherever they are apt to ask, but first, you need to create trust.
In order for customers to trust you, you’ve got to highlight them that you are attending, which you’re specifically talking to them, If you send consistent emails to each one of your leads, they’ll capture you aren’t being real. By personalizing your emails and alternative content and customizing it to fulfill the requirements of the particular person you’re attempting to achieve, you’ll have a far higher likelihood of catching and keeping the lead’s attention, and additional significantly, their trust.