Virtually all businesses have the same raison d’être and purpose: get clients. For this, we can carry out different actions and proposals depending on the budget, channels and available resources. In this post we are going to talk about the strategies for attracting leads that you can implement in the online environment.
What is a lead?
we call lead to the achievement of certain data referring to a potential client. This is the first step in a sale and consists of he himself registers in a form or web to give us his contact information and thus establish a relationship that can end in sale, or even, in customer loyalty.
Depending on the interest that our lead have for the acquisition of our product or service (in later posts we will talk more about it and its relationship with the inbound marketing funnel) we can distinguish between different types of leads:
- lead cold: It is that user from whom we have obtained their data thanks to the download of some promotional material or advantage that we have launched but who has not necessarily become interested in purchasing our product or service.
- lead Marketing Qualified (MQL): user who has been interested more than once in our company or brand, so they already know us better, both us and our products and services.
- lead Qualified for Sale (SQL): it is a user ready to buy. You probably already have a clear need to purchase our product/service and you are in the comparison phase, so differentiating yourself from the competition is the definitive advantage at this point to achieve your sales conversion goal.
Capture channels leads on-line
how to grasp leads? There are various online channels that allow us to collect the information that interests us from our potential customers. Here is a compilation of the main ones:
email marketing: Create a database of users of your website and send a newsletter with a certain periodicity, along with certain specific promotions, is a brilliant option to get leadsespecially if you have a good content plan that includes interesting information for your public, apart from the commercial one.
Advertising (CPL): Google Adwords, Bing Ads and other platforms are available to advertise at CPL (cost per lead). This is the best option for starting a business or for that moment when it needs a boost, especially if you have not created a context of your own media and channels focused on attracting new customers. leads.
Blog / website: A good content strategy can make many of the visits to your website/blog turn into leads. Bet on a good SEO positioning of your articles, add value thinking about your buyer personas (in future posts we will talk about this profile) and soon you will be able to create a community of followers that you will be able to guide through the funnel either conversion funnel so that they eventually become customers.
Don’t forget about the different form formats that you can use on your website to capture leads: abobe the fold, pop-ups, sidebar blog, landing pages and after post. In it mini ebooks Good examples for capturing leads on websites and blogs Consultants Academy where you can see how great professionals have used these formats.
Social networks: In addition to being an effective option to disseminate the contents of our blog, website and landing pagesbuilding a community of users based on trust will make you get leads by public and private user messages. Answering all the questions raised by your followers and knowing how to detect those who may be closest to conversion will be one of the most important responsibilities that a Community Manager has to face, and for which he must be prepared.
Strategies for attracting leads Step by Step
- Analysis: We, the competition, the sector, the market and the potential client are the elements that we must investigate and consider at first.
- Aim: What is our business objective, and specifically, in the online field?
- Buyer people: What are the profiles of our potential clients?
- Channels: What channels are we going to use to capture leads And how will we do it in each one?
- Call to action: What added value are we going to offer and how are we going to express it?
- Form: What data do we need to collect and with what type of form?
- Analytics: How are we going to measure uptake? leads? how much can one cost us? lead for the strategy to be profitable?
It is important to consider our strategies for attracting leads as the first step (capture) of the inbound marketing strategy in which we will later plan the treatment of the data obtained in order to achieve our final objective: the sale.
In future posts we will show you in more detail how to develop an Inbound Marketing strategy step by step, and we will clear up doubts about the funnel or conversion funnel, buyer personas, etc.
How to integrate my online strategy with the offline?
Everything does not end here, apart from the multiple possibilities that the online world offers us to attract leadsIt’s always good to look up and see a little further. In the offline sphere the events, street marketing, advertising on television, press, radio, outdoor… and even mailboxes or telephone marketing, They are other channels to get clients that we should value and adapt to our strategies for attracting clients. leads.
For example, taking advantage of an event or street marketing action so that attendees register on our website in exchange for participating in a raffle or adding an advantage to our television spot or radio spot for registering on the web instantly. Thus, by integrating our online and offline strategies we will be able to obtain even better results.
In short, the strategies for attracting leads They are the first step to ensure that the effort put into building online communities does not remain on paper, but is transformed into profits and sales.