Today, the biggest brands are focusing on inbound marketing rather than outbound, says Business 2 Community. Companies that want to generate leads and succeed can learn a thing or two from the bigger corporations engaging in the new form of lead generation.
Consumers do not want some random lead generator spelling out their name and directing companies to them. Instead, they want to find companies on their own. Once they have, the company must cultivate the relationship and ensure the customer remains interested in their product or service.
Lead generation is just as successful inbound as it is outbound. For marketers, inbounding has become a top priority, especially with the use of social media.
Companies Forgo Lead Generation Software and Opt for Research
Instead of using generic software to find consumers, companies are now doing in-depth research to target their audience better. They investigate every aspect of their user, from their pain points to business objectives to knowing where their customer goes for information, says Business 2 Community .
These companies also focus on the buying journey, understanding each stage their consumer goes through before making a purchase. This helps them pinpoint potential areas where they could lose a customer, and work toward retaining their attention long enough for them to buy.
SEMrush Lead Generator
Search Engine Journal highlights how marketers are turning to tools like SEMrush for generation. SEMrush was originally designed for digital marketers that wanted to automate the lead generating process for their company. The tool lets users embed site auditing widgets that provide feedback all in exchange for nothing more than an email address.
The report then provides a website health score, which combines a metric of issues found while assessing the site. If a site’s visitor fills out the form, SEMrush Lead Generator then sends the information about that lead to the site owner.
Websites are Prime for Lead Generation
While one could employ costly lead generation companies, they should first focus on their website. A website is a powerful lead generator. It is what drives people to products, social media, and encourages them to input email addresses to show their interest in that company.
A company should first focus on their inbound traffic by improving SEO, says Business 2 Community. They should also use landing pages to generate leads and direct people to the actual website.
The Use of Email Lists is Still Strong
One of the oldest and most effective methods on how to generate leads is email. However, how these email lists from lead generation software are used is what will ultimately determine the success of that lead project. A company must build a relationship with their email list and stay in touch at just the right level to keep them interested, but without annoying them.
Subscribers should have the chance to exit at any time, but every time they receive an email, it should be interesting enough for them to want to see more; not unsubscribe.