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Leads Generator
What Is Lead Generation?
Any person who has an interest in a company’s product or service is considered a lead. Not anyone and everyone is a lead, as people have different preferences and needs. Many businesses make the mistake of marketing to everyone when they should focus on people who are interested in what the company has to offer.
Lead generation can be defined as the process of attracting prospects and converting them into someone who has an interest in your company’s products and services. Modern brands make use of various lead generation strategies such as:
Blogging
Email marketing
Social media marketing
Networking
Coupons
Live events and seminars
Website landing pages
These are just a few strategies that you can use to attract potential customers to your product or offer. Most companies prefer to stick to what works best for them, as lead generation strategies differ according to industry.
Email and social media marketing for their lead generation might work for online fashion stores, but the same strategies may not work for software companies. People looking for software might require more details and information on the product, which is why a blog or a series of webinars could work better as lead generation tools.
Responsibilities & duties:
Research, track, maintain and update leads
Research and maintain lead generation database
Conduct customer research
Conduct client or market surveys to obtain information about potential leads
Provide accurate and timely information to management
Check the list to ensure no double listing
Validate information is correct
Why is Lead Generation Important for Brands?
When a person shows interest in your brand’s products or services, the steps that person takes towards making their first purchase just seem natural. You just helped them to fulfill a need or solve a problem.
When a person has no interest in what you have to offer, yet you still try to convince them to make a purchase, they may feel like they are being pushed to spend their money. This can make the customer feel like they were forced to buy your product and it can hurt your brand’s reputation.
Attending to your target audience only through lead generation can ensure that your brand is ideally matched with the right customers. More benefits of lead generation include:
Target the right customers – Companies can focus their resources on targeting specific markets, which in turn will save money and increase sales (improved ROI).
Increased awareness – Lead generation can also build brand awareness and reputation. When people discover your brand, you will be able to supply them with more information regarding product features and benefits.
Opportunity to collect valuable prospect information – Lead generation has the potential to gather important marketing information from prospects. Customer information such as needs, wants, and preferences can assist you in tailoring your product or service to suit your customers’ needs. Eg. Companies can obtain this information through registration forms.
Brand Loyalty – Companies can build larger communities of like-minded customers, which can, in turn, improve customer loyalty.
Most marketing departments measure lead quantity when determining a successful lead generation campaign. Sales teams, on the other hand, focus on lead quality. Leads with a clear intent to purchase your product, have the finances and means to do so, and meet the parameters set by you are considered as quality leads.
If a company focuses on lead quality, the chances of converting a lead into a customer drastically increase. Having higher conversion rates will allow you to confidently invest in your quality leads, increasing your return on investment (ROI).
Focusing on quality leads can potentially increase the rate of new customer acquisition. Getting new customers at a high rate will allow you to quickly grow a loyal customer base. This can also improve your ROI in the long term, as the faster you build your customer base, the sooner you will be able to retarget new and existing customers.
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