Lead generation is one of the primary goals of any business. This consists of identifying potential customers and building a relationship with them in order to turn them into customers. To achieve this, there are several methods such aslead buying or content marketing. New technologies are also encouraged to facilitate the process. Overview of the approaches to adopt in 2022.
Opt for omnichannel marketing
When defining your strategy, a question arises: should you opt for inbound marketing or outbound marketing? The first is to create web content to arouse the interest of its target for its brand. The second is based on sending marketing and promotional messages to the customer. The two methods are therefore opposed: one “imposes”, while the other “proposes”. However, they are complementary.
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Inbound marketing makes it possible to bring visitors on their own and make them stay thanks to qualitative content. This helps to increase brand credibility. Confidence is then established on the consumer’s side, necessary to increase sales and the notoriety of the company. In addition, outbound marketing helps develop customers through advertising, emailing and retargeting. These elements are intended to encourage them to purchase a product.
Each method addresses a different need, but offers the opportunity to create a complete lead generation strategy. For example, after a first contact by telephone with a prospect, it may be wise to send him an article or any other relevant document by e-mail in order to create a direct link. This method is more efficient than if the individual had had to search for the content himself from a search engine, which he would probably have skimmed over.
Focus more on marketing automation
According to one study conducted in 2020 by Dolist, only 22% of marketing teams use a Marketing Automation platform. However, this solution facilitates marketing processes: it consists of automating certain actions based on the information a company has about its visitors or prospects. Data relating to each interaction with them can be tracked and stored, giving access to a large number of KPIs on a single dashboard. In parallel, several acquisition campaigns can be set up simultaneously.
Prospecting is then automated: visitors are converted into leads after downloading a guide or subscribing to the newsletter. Marketing automation gives the possibility of extending the customer relationship to a large number of channels, and thus increasing its chances of generating leads. According to the Dolist study, users of an automation tool observe 53% more conversion rate.
Connect with every prospect
To attribute their trust to a brand, consumers now want to benefit from a personalized experience. This concerns both the first contact and the buying process. Marketing professionals are well aware of this: for 60% of them, personalization is the key to increasing the generation of quality leads (Smart Insights).
For this reason, it is essential to favor a “customer centric” approach, rather than to promote its products directly. However, this assumes that it is necessary to consider the needs, interests and growth potential of each prospect. It is therefore necessary to identify these elements when developing your “ideal client”.
Take an interest in artificial intelligence
Artificial intelligence (AI) is gradually transforming the lead generation process. This technology makes it possible to extract large amounts of data. It is possible to use them to make intelligent predictions about a company’s prospects. For example, AI has the ability to identify who represents an ideal prospect in a database, what actions to take to convert a lead or even the type of content that prospects like.
Finally, it is essential to opt for different approaches at the same time. These will make it possible to set up an action plan that is effective and complete in every way.