5 Effective Lead Generation Techniques in 2022
The pandemic has reshaped consumer behavior. Research has noted that there’s now a strong preference for technology among consumers. With key changes in consumer preference and buying patterns that are expected to last even after the pandemic, businesses need to identify the best ways to gain leads and customers.
In this article, we’ll discuss what lead generation is and how lead generation works. Then we’ll explore the best ways for lead generation this year and how you can polish up your lead generation processes.
What is Lead Generation?
Lead generation is the process of identifying and engaging consumers that will potentially purchase from your business. It can be done through email, content, a phone call, or a combination of these.
How Lead Generation Works
Lead generation works like this: Think about your favorite brand. And imagine a time when you still have no idea that that brand exists.
When and how did you know that the brand exists?
When did you make your first purchase from the brand and what compelled you to make the purchase?
Do you want to continue buying from the brand? Why?
These questions relate to lead generation and customer retention. But for customers to be retained, identifying and engaging with them is extremely important. That is what lead generation is all about.
Here’s how it works:
1. Brand awareness
How did you come across the brand?
In this stage, customers are still considered “strangers.” They have no idea that your brand exists. And sales opportunities are virtually zero.
But these strangers have needs and wants. And they must know about your brand. If businesses want to improve this part of the buyer’s journey, they should invest in brand awareness campaigns.
For example, a business may publish blogs that have undergone search engine optimization (SEO). So when a customer types in “best coffee in XX city,” the blog published by the business will appear on the search engine results page (SERP), which may attract the said customer.
2. Sales conversion
What influenced you to make the purchase?
Encouraging potential customers to make their first purchase is a challenge for many businesses.
They may need to prove their value to customers— what is in their brand that’s valuable to the customer? And why can’t they get such a deal elsewhere (unique selling proposition)?
Businesses should communicate their brand’s value to their leads and create a long-lasting brand impression. For example, a brand may send customers emails with useful and relevant content to actively engage them. Or a brand may incentivize responsive behavior through discounts or freebies so they will purchase or try and experience the product.
3. Customer loyalty
What made you stay? What dissuades you from buying from others?
Another challenge for businesses is to make their customers stay. There are a lot of reasons why businesses may lose their customers— a bad service, bad product, or just simply because the customers no longer need or want your product.
Businesses need to identify the reasons why customers churn. And it takes more than just asking them a question to gather this information.
What are the best ways to generate leads in 2022?
In 2022, the following are effective ways to generate leads for businesses:
Turn your websites into lead generation machines
Build communities with your social media pages
Launch email campaigns
Run paid ads
Collaborate with social media influencers
Let’s explore them down below.
1. Turn your websites into lead generation machines
Landing pages are the new lead generation machines. You can use them to capture important customer information, perform lead conversion techniques, and turn leads into customers.
2. Build communities with your social media pages
Grow your audience on social media and build a strong community there. This makes it easy to gain organic leads and even learn more about them, their needs, and their preferences.
3. Launch email campaigns
Email campaigns provide opportunities for your leads to get to know more about you and what you do as a business. To make this easier, you can use tools that automatically launch drip email campaigns. Here, emails will be sent out based on your desired schedule or when certain conditions are triggered— like when a customer makes a first purchase or when a lead fails to respond in 36 hours.
4. Run paid ads
Paid ads are one of the best ways to engage leads on multiple platforms. They boost brand awareness which helps in generating leads. Some platforms offer native tools to help you run successful campaigns and measure their effectiveness using analytics.
5. Collaborate with social media influencers
Influencers play a vital role in the world of social media. With their reach and following, influencers can promote your brand and make you gain leads in just one post. This is especially true when the followers of your chosen influencer are your target audience.
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