By Lead Generation, we literally mean "lead generation": so to understand the meaning of Lead Generation, it is necessary to take a step back and understand what a lead is.
By "Lead" we can mean the contact of a potential customer, which can be composed of a contact data such as email address and/or phone number, which is often accompanied by other contact data such as name and surname and, when necessary, other data that might interest you, such as company or professional role.
As much as a "lead" often means a contact ranging from a newsletter subscriber to a quote request, a more appropriate distinction is between Cold Leads and Warm Leads or Prospects.
In the first case we have a contact, typically composed of an email address sometimes accompanied by a name.
Usually the acquisition of these cold leads:
As far as warm leads are concerned, we are faced with contacts where we often ask for the phone number, as well as name and email address, in order to request more information about a product or service, access a Demo, request a quote. In these cases we use Google Ads (Search Network), in addition to Linkedin Ads (especially in the presence of a very defined B2B target), Facebook Advertising and SEO.
The acquisition of contacts of potential customers is the main objective of online macro conversion for companies that sell services and make custom products, i.e. on request of customer specifications.
Unlike ecommerce, where acquiring leads, such as newsletter subscribers, is an important goal but not as primary as selling the product or service (a micro-conversion goal, which can provide an assist to the sale), in the case instead of custom-made services and products, lead generation is the ultimate goal of online initiatives, which comes closest to having an impact on revenue.
In fact, if in the case of ecommerce, the objective of conversion and customer acquisition both occur online, in the case of Lead Generation, once the contact has been acquired, it can become a paying customer only after having been commercially managed by someone from the company, or only after signing the contract or paying the deposit, initiatives that typically occur offline.
How does a lead generation campaign work? To explain it I take inspiration from my S.T.AR.T. method in 5 points that you can find in my website emanuelechiericato.com. Let's see it together.
"There is no worse wind for the sailor who does not know where to go": this beautiful phrase from Seneca sums up the importance of devising a strategy before embarking on lead acquisition initiatives. What does it mean to develop a strategy? For example:
SEO can be a great source of visitors to convert into leads.
The traditional way to do this is through Content Marketing and Inbound Marketing activities, i.e. articles that rank for certain keywords, receive visitors who then, within the article, can be converted into cold leads with Lead Magnets such as ebooks, videos, through appropriate forms or PopUp.
Google Ads' Search Network also allows you to intercept hot leads: in this case, the most common strategy is to use the Search Network (i.e., ads that appear in Google's SERPs) with a Landing Page.
Facebook Advertising, Facebook's advertising program, is a great tool for acquiring cold and warm leads at a great CPL (cost per lead).
Acquiring leads with Facebook Ads can be done in 3 ways:
Linkedin's advertising program, Linkedin Ads, can be useful for B2B lead acquisition especially if your target audience consists of Decision Maker of certain business areas, companies in specific sectors or companies of certain sizes.
Although more expensive than Facebook Advertising and sometimes even Google Ads, it provides profiled leads with promotional goals similar to Facebook Advertising at times.
Once the click is acquired, if we haven't intercepted the potential customer's contact directly online (e.g. through Facebook Advertising Lead Ads or Linkedin Ads' Lead Generation objective) we need to lead them to a Landing Page where we typically acquire the contact through a "bargaining chip" i.e. a Lead Magnet or directly, for example in the case of an information or quote request.
In both cases it is important to take care of content, graphics and user experience aspects of the page to optimize the possibility of converting the visitor the lead.
So space for Copywriting, elements of Persuasion, Neuromarketing and CRO.
Once the lead is intercepted, the most common possibilities are:
Once the lead is acquired and entered into a sales or email path, it's important to evaluate a few metrics to optimize the steps, including: