Lead Generation – Jargon Buster
When dealing in the world of digital marketing, there are a
huge number of technical and industry terms. Some of which can be hard to get
your head around. If only somebody could make a list of all these terms to
explain what they mean and how they affect you…
Oh wait, we have!
Welcome to another edition of Jargon Buster, and today we’re talking about lead generation.
What is Lead Generation?
Imagine this blog post is a Sunday roast. If you’re just in
it for the meat and gravy, this section is for you. If you’re in it for the
meat, gravy, vegetables, Yorkshire pudding, stuffing and the bloated feeling
you get after eating it all, you’re going to want to read the entire blog. That
way you’ll fully understand lead generations and all the vegetable bits surround
So, what is lead generation?
Simply put, lead generation is the process of drawing potential clients or customers in, rather than seeking them out. Keep an eye out, because it’s often referred to as inbound or pull marketing. It can be a hugely effective way of finding, attracting and converting new customers to your business or service. It’s one of the most effective tools used in digital marketing and is something every business should consider.
How Does Lead Generation Work?
Lead generation can be tricky to master, but an invaluable
tool in your digital marketing arsenal. The basic premise of which is this –
offer something useful in exchange for details.
Imagine you’re looking to start cycling, and you want to
know a little bit more about what bikes are available and which you’d like to
buy. Suddenly, on your adventures through the internet, you come across a page
that offers an e-guide to the best bikes, parts, and more. In exchange for a
download of this e-guide, you simply enter your email address and join the
mailing list. Sounds like a good deal, right? You get your free, helpful guide
to help you learn about which bike to buy, and you now get emails of the latest
bikes, parts, and news too. It’s a win-win situation.
This is, in fact, a simple lead generation campaign.
The e-guide will be attached to a business or service that
relates to the subject of the guide, such as bike repairs or retail. When
agreeing to be added to the mailing list, the customer’s email address is added
to a database. This database consists of people already interested in your
market – why else would they have wanted the guide if they weren’t interested?
With his database, you can create a mailing list of
potential customers you know are already interested in your market. Rather than
paying for advertisement to reach people from all walks of life, you’ll draw in
people that fit your customer persona.
Of course, all lists must be GDPR compliant and must make customers aware that they’re signing up to a mailing list, and that they can cancel at any time.
What Can I Use as Lead Generation?
The beauty of lead generation is that any market can use it.
As long as you have a firm understanding of your target audience, you can
create an effective lead generation campaign.
The most common examples of effective lead generations
· White Papers.
· Content Calendars.
As we’ve said, understanding your target audience is crucial before creating a lead generation campaign. If the item you’re providing doesn’t appeal to your audience, the campaign will be ineffective and will not serve its purpose. If you need help creating your customer profile, click here to read our blog all about customer profiles.
Another easy and effective form of lead generation can
include giveaways and prizes. Working the same as a campaign that offers
something like a guide or template, you offer a discount or exclusive deal
instead. This offer should be generous enough to tempt your potential clients
in, so no holding back on your generosity. If you’re looking to create a large
database of potential customer details, it may be worth offering something
significant. A 50% discount or a bundle of your free products will be hugely
enticing. The better the offer, the more interest your campaign will gain.
So, there you have it. A bite-sized chunk of everything you need to know in order to understand lead generations. For more information, be sure to check out our other blogs on The Locker Room.
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