Now that you’ve had a glimpse of what the ecommerce world and inbound marketing is like, it is time to start generating some conversions. There’s a plethora of conversions, such as the conversions created by visitors that become leads, leads that become customers, and the customer that continuously comes back for more. As you can see, the “lead” is at the core of making your entire online system function. In order to get more leads, you need to understand how to generate and nurture leads effectively and productively.
Let’s have a look.
What Is A Lead?
English speakers know that “lead” has a lot of meanings, but only one lead is important in inbound marketing. Those leads you gain from a website has four characteristics, as well. Lead fit, or demographics, their level of interest, how much of their time, interest, and money they are willing to give, and what other behaviours they are showing to essay their seriousness. Therefore, within the digital realm, a lead is a somebody, a web visitor that shows intent to buy a product or service offered on your website. The lead is also the expression of that someone’s intent, which is revealed to you by doing one or all of the following:
- Registering for a free trial, demo, or webinar
- Filling out a form that contains personal information, such as name, phone number, email, or so on, thus giving you permission to contact them later
- Contacting your business directly via email or phone.
Many website owners will try fruitlessly to generate leads by posting free demos, ebooks, and other content with the hope of getting visitors to input their information, but many also experience a low conversion rate. Why is that, you wonder? The relationship between lead generation and lead nurturing will reveal the answer.
The Importance of Lead Generation
First, in order to have leads to nurture, you need to generate leads. In inbound marketing, lead generation is a cornerstone of the sales process. Lead generation is defined as the process of gathering and influencing excitement around a specific set of services or products to encourage potential customers farther along the buyer’s journey or purchase funnel.
You don’t need lead generation when a product has been explained and customers understand the features and pricing. Lead generation is selling a product to someone who is uninformed about your brand and business. Examples of inbound marketing the generated leads by informing the new and potential customers include blogs, infographics, social media ads, search engine optimisation (SEO), search engine marketing (SEM), and pay-per-click campaigns (PPC).
By giving a visitor the information they seek, you create a relationship that helps them develop a trust in your brand. Once that trust is gained, you could gain—or generate—a lead.
The Importance of Lead Nurturing
The moment lead generation has produced a number of interested potential customers, it is now time to nurture those leads. Every lead is different. One lead might be farther along the buyer’s journey than another, and therefore nurturing requires a more individualised process that helps move each person along. You use lead nurturing to answer questions like, “How much about your brand does this new lead know?” or “How long has this lead been searching for a product or service like this one?”
To get the answer, you must gain the person’s trust. An example of this is hypothetically sending a salesperson to the individual’s household, doing a demonstration, answering questions, and ameliorating all the fears or concerns the potential buyer could have. From there, if the person is convinced the product or service is for them, then the lead has been nurtured and converts into a sale. But since most salespeople don’t visit households anymore, we now nurture leads with content marketing by sending emails that the person subscribed to, strategically placed landing pages, blogs, resources, personalised media, and engagement on social media.
How to Use Lead Generation and Lead Nurturing For Better Inbound Marketing
Upon comprehending what leads do and how to generate and nurture them, you can start to weave this into your inbound marketing strategy. Since it is largely your content that generates leads, you should make content for each individual buyer persona that might appear on your website. Free content definitely comes into play here. You can use things like eBooks or webinars that place you as an authoritative figure in your industry, or you can use the power of blogging to help persuade visitors to become leads, and later, customers.
The key to lead generation and lead nurturing, however, is knowing that patience and consistency in your campaigns, content, and pitches is key. Although not every lead is at the same place on their buyer’s journey, it doesn’t mean that none of these leads will never buy. One lead might start farther back than another but move down the funnel faster than someone waffling on the edge. Knowing how to nurture each lead is going to ensure you more conversions, faster.
In conclusion, lead generation is the process of giving away information to those who are interested in or searching for products and services like those that you offer. Lead nurturing is developing a relationship with leads that have already been generated and are showing a level of interest in what you can provide. Understanding each point will help you with creating more conversions, because rather than jumping into an intimidating spread of prices and features and scaring someone away, you can show that you are interested more in solving their dilemma and gaining their trust. By sharing information that leads potential buyers down the road, you can get the right people buying the right thing.