Lead generation: how to attract customers
So, you’ve got a request: you need more customers to the god of customers. More inbound inquiries, sales and contacts. What does it take to do that?
One effective option is lead generation.
Lead – a website visitor who is interested in a product or service, registered or left a request with his contact information. Thus, there is a separate area of internet marketing where specialists work on attracting such customers.
It should be noted that a lead is not yet a loyal customer. This is a person with the potential to buy. The lead manager passes the received contacts to the business owner, and then the customer himself should contact future customers. For an entrepreneur, leads are good because they are already interested in the product, so it is easier to convince them of something, to induce them to buy.
Sounds all well and good, but how do you find customers and how do you increase sales?
Lead generation: what are the goals?
First, you should contact competent professionals. Our managers will explain in detail what leads are. Together we’ll figure out what you need them for. Does the question sound weird? But when there is a clear answer, the work becomes much easier. Here are possible targets:
- revenue enhancement;
- attracting new consumers;
- expansion of the circle of regular customers;
- Standing out from the competition.
These goals have their own nuances. The clearer the objective is defined, the better we are at building a lead generation strategy for your business idea.
DesignBoost, a mobile app building software company, needed to increase subscriptions. To do this, marketers shortened the length of the landing page – the number of subscriptions increased by 13%.
Hotel California had a different goal – to get more customers to book rooms. In this case, they highlighted the “Book Online” button and brought it to the top of the page. Conversion is up 32%.
Attracting customers: let’s start with the target audience
The first place to start with proper lead generation is to study your target audience. We answer two main questions: what we sell and to whom. From the answers to those questions comes the decision: how we sell.
We research our buyer. Who wants to buy your product, why they need that product, where they live and what their habits are. A clear understanding of your target audience will provide tons of ideas for lead generation.
The most common way of landing page combined with Yandex.Direct or other similar services. Landing page or landing page is indeed a valuable tool – but not the only one in the lead manager’s palette.
Opportunities such as selling leads and buying leads, traffic arbitrage are often still used. We find a personalized approach and customize lead generation the way your business needs it.
Finding customers: an offer or a PPC?
What do our specialists do?
First, we research the product or service we need to sell to the customer. Highlight the advantages and disadvantages of both your product and competitors’ offerings. Identify primary and secondary benefits to the customer.
We put together an offer and a UTP. The first is the one offer you can’t refuse. We show in it: the benefit, the deadline, the essence of the task, the call to action. Practically a business plan.
Typical offer: “Inspection inspection from the first time without fines! Installation of fire protection systems on a turnkey basis. Calculate the cost within 5 minutes”.
UTP – unique selling proposition. Its main difference from an offerer is the advertising strategy, the pitch of the offerer. Key Features:
- A TSS contains a specific offer: to buy something specific and get a specific benefit from the purchase;
- the competitor has no such offer;
- A TSS strongly engages consumers because it is persuasive and easy to remember.
We emphasize product uniqueness, innovation and value.
Typical TOS: “2,000 subscribers in a month – or your money back.”
We compose such catchy offers after a thorough study of the target audience and the customer’s business.
Order a unique selling proposition for a landing page in our agency KOLORO! No lingo? We can create a site inexpensively and qualitatively.
Lead generation: simple math
So, having formed an offer or UTP, we develop a landing page. Or improve the online store. Or we create a marketing kit – a whole package of materials that promote the company’s story along with the product. In each case, we actively discuss all the nuances and subtleties with you.
Is there a subscription form or shopping cart? All right. (chuckles) If not, we create them on your site. Next is website promotion – we bring visitors to the site. Those who are interested (leads) leave requests or sign up. A concept often voiced here is the sales funnel. The math is as follows: 100 people viewed the site, 10 of them left contacts. The conversion rate is 10%. Even less so is the conversion from lead to customer. In some cases the percentage of potential customers is higher, in some cases it is lower.
A landing, landing or sales page motivates the visitor to do something: make an order, leave a comment, call the company or subscribe to a newsletter. We leave the offerer on the page, the UTP – an honest description, without fanfare or deception, and highlight the call to action. We pay attention to careful UX/UI design so that nothing slows down the lid’s path to the customer.
Did you know that putting the price of a product or service on a landing page doubles the conversion rate? The thing is that buyers think: if the price is not listed, it means it’s too expensive.
Earning on the Internet: lead generation channels
In addition to the landing page, lead managers utilize a variety of tools and channels.
Tip on how you can increase the flow of leads:
- make a video about the company or product;
- to offer a free download of something;
- Maintain a blog with targeted actions and calls to action;
- How to determine who you can call, who your target audience is.
This is just a small part of the possibilities our experts can offer. Order lead generation in KOLORO agency!
There are many channels, and it doesn’t always make sense to grab too many sites. It all depends on the budget and the specifics of the business. We help you determine which lead generation methods are right for you:
- Yandex.Direct or Google Adwords;
- SEO Optimization;
- SMM in social media;
- targeted or contextual advertising;
- offline advertising: presentations, exhibitions, organization of promotions and events in stores;
- e-mail marketing, website promotion,
- media publications and much more.
The innovations may be subtle, but they significantly increase the number of customers. At one time, Quoteroller compiled a list of directories and had over 800 users per month coming to the resource. But they didn’t turn into customers. Then added a free PDF download for just a mailing address. After that, over 200 people signed up for the company’s mailing list, and the list itself started collecting 5 leads a day.
Would you like order lead generation? Contact KOLORO Agency! Bring in leads and teach you how to maintain a steady flow of leads.
