Contents
Lead generation, what is it?
Lead vs. Customer: What's the Difference?
Generating Sales vs. Marketing Leads – What’s the Difference?
Blog and lead generation – what role does this form of communication play?
How to make your blog generate leads?
Lead generation via a blog is just the beginning. What to do next with the contacts you have gathered?
Lead generation, what is it?
Lead generation is nothing new, although the name of this phenomenon sounds very modern. Meanwhile, it is a method of acquiring new customers that has japan telegram phone number list been known to marketers for a long time. However, due to the fact that currently over 80% of people look for information about products and services on the Internet, the techniques of obtaining them have changed.
The term "lead generation" or "lead acquisition" refers to obtaining contact information from potential customers in order to guide them down the marketing funnel until they make a purchase .
Read also: How to write a commercial offer?
Lead vs. Customer: What's the Difference?
When it comes to leading a customer towards a purchase, why do I mention lead and not customer? What is a lead and how is it different?
In English, "lead" means "to lead (someone)". That is why we can say that a lead is a person who has the potential to become a customer . One whose needs and problems to some extent revolve around your offer. This does not have to be a recipient who is immediately ready to close the transaction. Quite the opposite!
At the time of starting the contact, the lead is not yet 100% ready to buy . And there is nothing strange about it. After all, decisions to buy something are rarely made in a split second. Well, unless we are talking about a situation in which you go into the supermarket hungry and the smell of fresh bread hits you right away. Then you can make a purchase on impulse.
However, if you have something bigger and more expensive to buy, you will think about and compare options. And the role of the seller is to conduct communication with you in such a way that you go from being generally interested in the subject to a customer.
It is worth remembering that:
"lead" and "customer" are not the same concepts - the former refers to people who are "preliminarily interested", the latter to those who are already taking out their card or cash and finalizing the purchase;
not every lead will become a customer – it is not without reason that when describing a sales journey, people talk about a funnel. Its shape perfectly reflects the course of this process: the “top” of the funnel, i.e. the group of people initially interested, is wide. On the other hand, its bottom, i.e. the people “finalizing” is a much smaller group;
the lead acquisition process is just the beginning of the road to closing the sale – the contact details provided must be skillfully used. So that the potential customer does not forget about the existence of your brand and gradually gets to know its offer. Thanks to this, there is a good chance that they will buy from you.
If you take care not only of effective lead generation, but also of their subsequent maintenance (lead nurturing), you will ensure a steady flow of customers . This will translate into the stability of the company's revenues and its development.
Man holding a payment card.
A potential customer needs time to “mature” into a purchase decision. You need to give them a chance to contact you and lead them in that direction. Lead generation is exactly what it’s for.
Generating Sales vs. Marketing Leads – What’s the Difference?
The lead generation process can lead to acquiring “near customers” at various stages of readiness to buy. That’s why leads are divided into marketing and sales . This division into types of leads is quite conventional, but:
people who are at higher levels of the marketing funnel, i.e. initially interested in the topic, are called marketing leads,
Those who are almost decided to purchase are called sales leads.
It’s important to acquire leads of both types , although you have to be a little patient with the first type of recipient. However, those in the “marketing” group can become very loyal customers if you just take care of the communication.
Blog and lead generation – what role does this form of communication play?
Lead generation is possible in many ways. The most frequently mentioned methods of acquiring leads are social media ads, landing pages or Google Ads. However, you can also generate leads through a company blog .
Contrary to popular belief, a blog is not just an SEO tool . Quite the opposite! It is your independent medium – a place where you can provide potential customers with valuable information. Information that:
prove to your audience that you are an expert in your industry,
will introduce the specifics of your industry and products,
will gradually “push” readers down the sales funnel.
Properly used, a blog can also help generate sales and marketing leads . Why?
Blogs are primarily read by people interested in a given topic – accidental visits are quite rare. If readers are properly encouraged, they will be able to leave their contact details, or even send a request for quotation or place an order. Generating leads will therefore translate into the effectiveness of acquiring customers.
Woman with a phone in her hand.
A customer who receives useful information on a blog will be more willing to leave their contact details or send a contact form. Valuable content will make you a trustworthy partner for them.
