Lead generation: what it is, how to capture it and use it to benefit your business
You say what o digital marketing industry It's the path for those who want to boost their business and reach new audiences online. Within this universe, there are many tools that help you capture a good business opportunity. One of the key aspects, in this regard, is lead generation, which is essential for attracting customers interested in what your company has to offer.
What is lead generation?
Generally speaking, lead generation is one of the most important strategies within digital marketing. After all, it's how a company captures potential customers and reaches its target audience—people interested in its product or service.
To better understand…
Leads are people who demonstrate some kind of interest in the product or service. This is defined by user behavior on the internet, their interest profile, and other factors.
No inbound marketingLeads are prospects ready for commercial contact from the sales team. Therefore, lead generation is essential within a digital marketing strategy; after all, it's the starting point for conversion.
How can Kaizen help with lead generation?
Kaizen is an agency with two decades of experience in the digital landscape, creating intelligent strategies to help its clients achieve the best results. Our team includes qualified professionals who generate leads for all types of businesses.
We are experts in creating opportunities, whether through inbound marketing, search network marketing, SEO, social media marketing or outbound marketing.
Why does your company need to generate leads?
Why do you need to sell? The answer to generating leads is the same. The difference is that by generating leads, your chances of sales increase by 30%. leads represent potential customers, thus, they are the path to conversion in your business.
With a lead generation system, you can find people who are researching your product online and are already familiar with your brand. This increases the likelihood that they'll be at the right time to buy and be more receptive to your offer.
Online sales data in Brazil
According to a survey conducted by CouponValid and published by the portal e-Commerce Brazil, Brazil leads the way in online sales growth. In 2022 alone, the country saw a 22,2% increase in this business model. The survey also predicts annual growth of over 20% in online purchases through 2025.
How to generate leads?
To achieve lead generation, you need to capture your audience's attention. Here on our website, we constantly discuss the changes in the marketing world. And, as we know, it's now crucial to attract customers, who are increasingly demanding when it comes to the products and services they consume.
In other words, you need to create strategies to capture their attention and, in fact, entice them to purchase. This is the main advantage of lead generation and what it can provide to your business.
Lead generation in stages
The lead generation process involves a series of steps, all of which are essential for successful results. Therefore, even with a lead generation roadmap, it's crucial to rely on the assistance of experienced professionals to ensure the strategy is successful.
Furthermore, to build a consistent lead base, one tip is to focus your strategy on capturing as much information about the individual as possible. An ally in this journey is Google Ads.
Invest in a form
This can occur, for example, using a basic form that includes name, email, phone number, city, and profession. It all depends on your company's needs for later lead classification.
With the initial data collected, you can move forward with your marketing strategy, whether by nurturing leads with content or by engaging with the sales team. This all helps guide the prospect to the next stages of the sales funnel.
Below, you'll find a simple lead generation roadmap for your business. It will help you explore this world of possibilities and gain a deeper understanding of how this strategy can boost your business.
Discover Kaizen's lead generation system
Kaizen offers a unique and optimized lead generation system. It integrates Google campaigns with a high-performance conversion page. It also offers the option to capture leads through ads on major social networks.
The best part is that all of this is available in an exclusive, 100% manageable tool. With it, you have complete autonomy and freedom to closely monitor the return on your lead generation investment.
Here's how it works:
Google Ads Linked to Conversion Page
Lead capture advertising on Facebook, Instagram and Linkedin
Lead qualification and cost per lead reduction
Increased conversions
Total control of media value
Simple and manageable dashboard
Learn more in this video:
Qualified leads: do you know what they are?
The term qualified leads refers to people with the potential to become real customers for your business. A simple way to define lead qualification is through a lead separation process.
This separates leads that have the greatest potential to become real customers from those whose characteristics you were able to identify as having a lower chance of actually closing a deal.
If you've ever worked with lead generation, you've probably heard this expression, right? Now, if you're just starting out in this field and intend to invest in lead generation to attract new customers to your business, it's essential that you understand this concept. Do you know why?
Why qualify leads?
So that lead generation, like any other strategy, Digital marketing, is applied effectively, it is essential that it is aligned with your business objectives.
What's more, when starting a digital marketing campaign, it's recommended that your ideals regarding what a potential customer is are clearly defined.
For this to happen, you need to think about publishing relevant content that takes into account the main keywords for your business. Campaigns and landing pages focused on conversion.
But attention...
However, none of this is effective if the company's materials are outdated. Therefore, it's essential that all of your marketing and sales materials are updated and adapted as needed. This prevents any resources from becoming outdated or you from investing in a strategy that isn't delivering results.
This is precisely where lead qualification comes in. By qualifying the leads you generate through your campaigns, you can work with your marketing professional to determine exactly who your ideal audience is.
In other words, qualifying leads means making your potential customer's profile known to those who work on your digital marketing strategies and to yourself.
In practice, it works like this:
A qualified lead has visited your website, engaged with your content, and provided information that can help with next steps. This means they're extremely interested in purchasing your product or service.
Armed with the information provided, the sales team identifies a business opportunity, contacts the lead, and closes the sale.
Know the types of leads
Leads can be classified into different types, beyond the qualifications we discussed earlier. With this knowledge, you can develop appropriate strategies before taking action. Learn how to classify prospects in your lead generation.
Interest-based lead
These contacts can be divided into two groups: hot leads and cold leads. The former originate from inbound leads, meaning they found your company through their own research, visited your website or social media, or subscribed to a newsletter. This means the lead has shown interest in the product or service.
The second group is generated from outbound actions. Therefore, they are generated either by an automated lead generation tool or by the business's strategic segmentation.
Lead with information enrichment
This classification considers the information you, as a company, know about the leads you generate. Enriched leads are those for which you have access to a range of information, allowing you to personalize the relationship you establish.
Leads that aren't enriched are those who typically provide only their name and contact information. This means you don't have any further information about their profile, their tastes, or even their needs. In this case, the only information available besides their name is a phone number or email address.
qualified leads
Here, as mentioned previously, we're talking about pre-qualified contacts. Therefore, their classification varies depending on their stage in the sales funnel. This lead may, in turn, be qualified through different channels. For example:
By sales (SQL)
A lead who is genuinely interested in the product or service and is close to converting the sale. This type of lead is usually one who leaves all their profile information for the company to contact later.
By marketing (MQL)
Here, this is a lead who is interested in what your company has to offer, but there's still a small barrier to making contact. This could include prospects who have signed up to receive offers and promotions, regular blog visitors, or who have signed up for email newsletters.
By product (PQL)
We're talking here about leads who have taken the first step toward becoming a customer. However, unlike sales-qualified leads, these can be leads who expressed interest in receiving a free sample or a trial class, for example.
How to sell to leads?
First of all, remember: lead generation is different from sales generation.
Despite being a potential customer, the way you approach a qualified lead should be different from how you would approach a customer who has just arrived at your physical store, for example. This moment, when the salesperson contacts a lead, is crucial. After all, generating leads isn't synonymous with generating sales, right?
To ensure a return on your digital marketing investments, it's important that your sales team is prepared to respond to all contacts generated through online campaigns in the most appropriate way possible.
Do you know why it's different?
Because a qualified lead knows exactly what they're looking for. They already know your brand, what products or services you offer, and they provided their contact information with a specific goal in mind.
So, do you know how to sell to this customer? He probably visited your page on social media, browsed your website or even read some articles about what you are selling before responding to your campaign's Call To Action.
And now, have you understood the importance of investing in a complete lead generation strategy? Primordial in purchase day, the content must be defined and produced with relevance and quality.
Invest in training and development of the sales team
However, while the lead completes the entire journey, you (or a team) are the ones who make the contact to generate the sale. Therefore, it's crucial to have trained and constantly improving salespeople to effectively engage with leads.
But don't worry! We're not talking about a complicated or impossible process. We need to make it clear that the key is understanding your customer's buying journey and how your business can solve their problem.
4 tips for selling to leads
#firststep
Well, as we've discussed so far, the first step is to define who your qualified lead is. And to do that, you need to understand how to qualify them, right? This is a topic to discuss internally and in conjunction with your digital marketing agency.
#second step
Once that's done, it's time to get to know your lead. So, who are they? What are they looking for? How did they find your business?
Considering the above aspects, it is possible to be well prepared and equipped with all the information to move forward.
#third step
The next step is to contact the lead. This can be done by phone, email, or WhatsApp. Remember to maintain a clear yet personal tone. The entire conversation should be focused on resolving the problem the customer raised when they began their journey.
#fourth step
The first contact is the ideal time to understand all of your potential customer's pain points, so it's a good idea to provide them with information about the possible solutions your business can offer to these problems.
That's it! Now you're one step closer to closing the deal. Amazing, right?
A personalized strategy to attract your audience
See? Unlike traditional marketing strategies, selling to a lead is much more about understanding a customer's pain points and offering the best solution for them than necessarily selling a product or service.
Therefore, the main tip is to invest in content marketing to nurture your potential customer with solutions and alternatives. Furthermore, it's crucial to invest in personal and highly personalized relationships. This way, the lead will feel comfortable closing a deal with your company.
Count on Kaizen to generate qualified leads for your business
Do you know how we know all this? two decades of experience in lead generation and digital marketing for clients across a variety of industries. Today, customers don't just come knocking. You need to find them and drive sales with a modern and efficient lead generation system.
Speak right now with one of our consultants and develop an efficient strategy to take your business to a new level.
About Kaizen:
Kaizen is a full-service digital agency focused on each client's goals. With over 20 years of experience in the digital market, we have a team specialized in creating online strategies to generate positive results. Our main services include lead generation, inbound marketing, and performance management for retail, industry, and services.
We are pioneers in the Brazilian market with our own lead generation and monitoring system, SEO, easy-to-access media management, and implementation of the KAIZEN Method of continuous improvement. In addition to this philosophy across all areas of operation, our team applies the Lean Canvas and Growth Hacking processes to enable data analysis to create experiments and achieve the desired results.
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