Inbound lead generation has grown in popularity as a marketing tactic over the last decade because it conforms to how buyers prefer to shop. Marketers are now using inbound lead generation to entice customers to buy their products or services. However, numerous processes must be followed for lead generation to be successful. This blog will provide an overview of lead generation and its various stages.
What is Inbound Lead Generation?
Lead generation, according to Hubspot, is the second stage of the inbound marketing approach. It occurs after a potential customer has visited your company’s website or page.
The process of attracting prospects to your business and nurturing their interest to convert them into customers is known as lead generation. Through job applications, blog articles, vouchers, live events, and web platforms, one can generate leads. In this context, a potential customer is referred to as a “lead.”
Stages of Inbound Lead Generation
For your potential customer to progress through their journey, you must take them through these four steps:
The initial stage is to attract visitors who match your buyer personas. These potential customers are looking for information that piques their interest, solves their problems, and addresses their inquiries.
To attract them, you must develop a lead magnet material that meets their needs. Lead magnets can come in many forms, such as blog articles or guides, info-graphics, manuals, demos, and templates.
A prospect isn’t a lead until you collect their information; name, email, company size, location, etc. What they submit depends on what you need to qualify them as likely buyers. To convert prospects into leads, offer something of equal or greater value in exchange for their info. You can ask for their email address to subscribe to your newsletter. Or offer a demo if they provide their name, email, and phone number.
The third step is to close deals. Your sales representative engages the leads to move them through your sales process in this stage. Some of these leads may not make it to the final stage, while others will become real opportunities that can turn into deals.
The final step is to convert your customers into fans or loyalists. This step is all about developing a customer relationship to the point that they trust your brand enough to recommend it to others.
Some leads will become customers, and that’s the end of their journey. However, some customers have one more step to take. Therefore, encourage as many customers as you can to become promoters.
The Methods of Inbound Lead Generation
All lead generation tactics aim to attract prospects to landing pages and convert them into leads and customers. These tried methods distribute your information to prospects.
SEO (Search Engine Optimization)
SEO is one of the most effective lead-generating strategies since it increases organic traffic and brand visibility. You receive free traffic, and your prospects can simply find your products or services; this is a win-win situation.
Content marketing is effective for B2B, B2C, and hybrid business models. In B2B, marketers use content marketing as an inbound lead-generating approach. They are particularly interested in blog entries, eBooks, and whitepapers.
You can successfully direct users to landing pages via a call to action with creative content and attractive writing, where you can convert them into leads.
Product demos and trials
Potential SaaS buyers worry about spending money on something untested. Product demos and service trials can ease such worries. You benefit, too. They help leads trust your product. Trials allow you to persuade leads to buy with extra resources and limited-time offers.
Social media marketing
Through consistent posting and communication, you may create relationships with your potential customers. You can also include CTA links in your post that leads them to your relevant landing page.
Email marketing is best for converting already existing customers. Targeted email campaigns can reach brand-aware customers. You can persuade them to act through the emails’ calls to action. A perk of this method is each email campaign will also tell you which content has more segment engagement.
When properly executed, lead generation can be significantly more effective than relying on word-of-mouth marketing. The aforementioned methods offer a high level of efficacy for producing leads, and they have been well tested. Budget, industry, geography, target audience and other variables will determine the best approach for your business.