Lead Generation 101: How to Generate Leads in 2021 [Guide]
Looking for a guide on how to get leads? You’ve come to the right place.
It can be challenging for businesses of all sizes, big or small, to gain new customers. But what if we told you there is an effective – and organic – way to gain numerous prospective customers with the potential to turn into repeating and loyal customers?
It’s called lead generation. This is a marketing strategy that has both short and long-term benefits.
What is lead generation?
Before we dive in, let’s take a step back and define what a lead is. Leads are people who show any kind of interest in your company’s products or services. They’ve also given their contact and background information such as their occupation, company size, etc.
Lead generation is simply the process of generating leads. Its purpose is to attract people and turn them into prospects. The way it works is that you offer something valuable, usually a piece of free content. Then, a user will fill out a form in exchange for the content. When that exchange of information happens, a lead is created.
Leads are very valuable to your business because they are people who already show an interest in your business. This puts you a step closer to making a sale.
How To Generate Leads
We know why having leads is important. So how can you develop an effective lead generation strategy? Here are some tried-and-true methods.
Build an online presence
How can you get leads if they don’t know you exist? Start from the bottom and focus on spreading awareness of who you are. An excellent place to start is by establishing an active social media presence, building a website, and starting a blog.
These are the first things that people look up if they want to learn more about you. So it is a good idea to build up your online presence to get the ball rolling. On top of that, these are all organic ways of attracting potential leads.
Social media is great for connecting and engaging with your audience on a personal level. It lets people know that you have personality and that you’re more than your product. If you’re not sure where to start, review these top social media marketing techniques.
A website is crucial because it gives you actual internet real estate, allowing you to show up and rank on search engines. In addition, it establishes your credibility as a brand and a business. You can start a website for free with Wix, WordPress, or Squarespace.
Blogs are great because they drive heavy organic traffic to your website with long-term benefits. Writing articles that people will find valuable positions you as an expert and thought leader in your industry.
Create a compelling offer
Now that you have your online platforms, it’s time to create an offer that will get the people going! So how do you do that?
It’s not as hard as you think. First, think about what interests your target audience and what problems they might have. Then, create a resource that caters to both. People will flock to this because it is practical, relevant, and valuable to them.
We understand making your content interesting can be time-consuming. But some businesses can create unique, high-quality and engaging content for you. So don’t let this step hold you back!
Don’t know what content to give out? Here are a few easy things you can offer.
As one of the top lead magnets, e-books are great for educational information about an industry-specific topic.
Creating a customized and unique calendar that people can easily download is something that people find useful.
Templates of any kind, whether for presentations or excel sheets, are easy resources that people love to download.
Include a Call-To-Action
Now that you have your offer, guide your audience towards it.
A call-to-action, or CTA, is simply a call for a user or reader to take action (“Sign up now” or “Download this,” for example). CTAs are usually presented in the form of a linked button, image, or text that sends users to another page (ideally a landing page – more on this in the next step).
They are important because they let your audience know exactly what they should do next. Use social media and your website to let people know about your exciting offer and how/where to get it.
How to write a strong CTA
Here are a few ways to approach writing a compelling call-to-action.
- Use a strong action verb
- Get them excited about it
- Use buzzwords to get their attention
- Tell them what they’re getting
- Tell them where they’re getting it
Create a landing page
After people click on your CTA, it should lead to a landing page. This page contains everything about your offer, along with a form where people can sign-up and enter their contact information.
This page must communicate the benefits of filling out the form clearly. Use it as an opportunity to close the deal as to why your content offer is unique and valuable to them.
What to include on your landing page?
Here are a few tips to make an effective landing page.
- Include an image of your content
- Description of the offer
- What they’ll get when they sign up
- References of quotes from people who have consumed the content
- Information about more free offers
- Next steps
A good landing page is a simple one. No need to get fancy and complex with it. Make it easy for the user to get what they need from the landing page.
You now have a way to turn those curious strangers into prospective leads. But your work doesn’t stop here. This is the perfect opportunity to establish and nurture relationships with those leads. Continue to communicate with them and offer value. Doing so will turn your leads into repeat, long-term customers.