What is your strategy for generating and managing leads? To reach your full potential, you will need to set up a lead management system.
All it takes to make a successful lead generation and lead management process is a little bit of time and a few well-planned steps.
Step 1: Identify your buyer personas
Identifying and determining to whom you are trying to sell is a crucial part of a lead generation strategy. Ask yourself questions about their role, goals, & challenges.
Different customers require different marketing campaigns, so what works for an company’s CEO may not work for another employee within the same company.
Once you have determined your target audience, you must decide how to communicate with them.
Step 2: Determine interest vs. intent
In this step, it is important to pay attention to buyer behaviour. There is a considerable difference between customers who show interest in your offering and those who intend to buy.
Those who view pricing information, initiate contact, download content, and demonstrate interest likely have an intent to purchase.
Customers who simply browse your website may not be ready to make any purchase decisions just yet—you will have to do further nurturing to win them over.
Step 3: Provide useful content
People are comfortable sacrificing personal details if they will gain something useful in return, so it is important to provide high-quality content.
The most popular content types are blogs, social media, video, infographics, lead magnets newsletters and events, according to Entrepreneur.
Step 4: Collect essential information from leads
Depending on your goals for lead generation, you must determine what information will be of the most value to your company.
As discussed in step 3, it is important to create a call-to-action that leads prospects to a form in exchange for something valuable. Your form should include name and email. It is important to consider, as additional fields can deter prospects and decrease your conversion rates. Additional fields you can include are company name or position, phone number, location, etc.
You must determine what to include in your forms (examples), as this is valuable information that can be used to market to potential customers.
Step 5: Nurture leads
A crucial part of a successful lead management process is nurturing your leads into buyers.
Information gathered from your forms can be used to trigger a marketing automation campaign to send specific, valuable information via email to nurture your prospect through your buying funnel.
A basic marketing campaign would be to send a series of emails related to your content over a period of time until they are ready to become customers.
Step 6: Track & analyse lead generation data
The most important step in the inbound marketing lead management process is data tracking. It will discover trends and further the lead nurturing process. This part usually is neglected, but is the most important stage.
By using a lead management system, you can collect information, nurture leads, and increase sales. Utilise marketing software and analytics to identify performance strengths and weakness and you will have successful lead generation and management in future endeavours.
