Let’s look at exactly what lead generation marketing is and how it fits into a company’s overall Digital Media Marketing strategy.

What is lead generation?

This is the process whereby companies attract prospects and new visitors to their social media presence with the intention of gaining their interest in products or services offered.

This can be achieved in a variety of ways that often include free incentives. Examples being:

  • Discount coupon codes
  • Whitepapers
  • Interesting online resources
  • Webinars
  • Prize-offered competitions

Replacing annoyance with interest

The old style cold calling method of trying to ‘sell’ products was at best unreceptive and often annoying, meaning that the potential customer took little interest in what was being offered.

In many cases this was quite understandable as that unsuspecting person had shown no interest in the product or service being offered.

By tempting a person with free, useful information and offers you are gaining a person’s initial interest.

In return for this ‘free’ offer that person will be requested to leave their contact information to secure access to the product or service related detail you are offering.

Because they are aware of the product or service and have shown an interest in it this generally means they will be far more receptive to contact from your company and more open to a potential purchase.

A fundamental part of lead generation marketing

Generating leads for your sales team to follow-up is an essential part of lead generation marketing. The advantage should be seen by the customer in the free, tempting offers provided.

It also indicates their interest to hear more because if there was no interest, contact details would not be left.

Components of lead generation marketing

The importance of generating leads means little if it does not fit into a company’s overall marketing strategy.

Here are the components that go to make up such a marketing strategy:

Visitors required!

You obviously need visitors to discover your business through any of the marketing channels you use. This can be via your website, social media page or blog. Once the visitor finds interesting information on your company, products or services you then need to persuade them by employing a …

Call-to-action

Regularly referred to in the industry as CTA, this consists of a message, button or image that urges the visitor to carry out some sort of action. In terms of lead generation that action will navigate them to a....

Me and a mate were browsing the shops around Carnaby Street, as we entered a shoe store called “size?” I saw this sign and immediately fell for the neon graphics. I’m a sucker for it, so I grab every opportunity I can to capture motives like these.

Landing page via forms

This is a purposely established page that can be utilised by a company for various reasons, but one of the most common reasons is to capture leads through forms that the customer must complete with contact information to take advantage of your free offers.

While it is true that these forms can technically be hosted anywhere on your site, it is practical to host them on a landing page.

The information required varies dependent upon what the company sees as important personal information, but as a minimum a user’s name and e-mail address will be requested.

This information can then be used to provide that all important …

Offer

It is important to understand that the offer is of sufficient ‘value’ to persuade the visitor to part with their personal information in exchange for it.

No sale intended

The actual generation of leads is not in itself intended to generate or attempt to close a sale. Its purpose is to gather the important personal information and details of the product or service the prospective customer is interested in.

Sale intended

The sales process is front-ended onto the lead-generation process by means of specific, individual customer contact detail along with the product or service the potential customer is interested in. This can be defined into various product or service sectors, or can be location based.

How the leads are fed into your sales process will once again depend on a slew of things relating to your specific operation. These will include:

  • The size of your company
  • Head office and regional offices
  • Types of products or services offered
  • Geographic scope of your products and services
  • What type of lead has been generated – i.e. Business to Business (B2B) or Business to Consumer (B2C).

Maximising your social media marketing

It can clearly be seen that lead generation marketing is an essential part of your overall social media marketing strategy.

To achieve maximum benefit from your efforts it is highly recommended that you implement a business tool which will allow relevant business integration.

This multi-faceted tool should include features such as clear, defined statistics and easy to navigate dashboard functions that encompass your Social Media Marketing strategy.