Lead generation is the foremost concept in the book of a digital marketer. The idea is to collect and compile the contact information regarding the target audience, without which, the whole online marketing process is like a shot in the dark. No target, no return on Investment.
With the contact information, the potential customer has a sure shot at getting introduced to the brand and the products through customized ads on their virtual space.
This lead generation helps not only introduce the product but also allows the marketer to create trust with the customer so that whenever they are ready to buy, they will prefer the product of the introduced brand over other brands.
Types of Lead Generation Ads
There are various solutions to lead generation ads. Some of them are paid search, paid social media, and display ads.
Paid search for lead generation
When it comes to lead generation, search is the priority.
Paid search guarantees that you are found by the target audience who are searching for similar products or services. This confirms high-quality leads that can give you the ROI.
Google search is one of the effective platforms for running lead-generation campaigns.
Paid Social Media ads
Facebook ads, Instagram, Twitter, WordPress etc. are channels to advertise your product or service and get leads. It ensures a wide range of target users are exposed to your service and can be converted to leads. Facebook automatically fills the forms with available user data. This simplifies the process of high-quality lead generation.
Paid Display ads
Display ads are usually found on third-party websites for customers searching for similar products or services. It could be in the form of videos, images or texts that lead the customer to your landing page.
Lead generation- Basics
Lead Magnet
Each lead generation campaign needs an offer that the audience finds trustworthy enough to exchange their contact information for. Just make sure the offers are relevant to the products and services you offer. Contents (reports, checklists, guides, cheat sheets, etc. ), free tools (calculators, graders, quizzes etc.), newsletters, Swag, free trials, Demos, free consults etc. are examples of lead magnets.
Landing page
When a person clicks on the call to action button on your lead magnet, he /she lands on a page that has all the features of the offer along with a form to fill in their contact information. Ensure that the pages are in sync with the offers so that the person visiting does not feel lost.
The form on the landing page should not have too many fields to fill in. It must be simplified. It should not consume too much time or be tacky leading the prospective client to quit. Make sure the leads get populated in your CRM by testing the forms first. Experts advise not to use ‘Submit’ as the CTA button language as it may discourage the user from going further.
Thank you Page
It is the page which comes after the submission of the contact information. You just need to link the form submission button to the URL of your ‘Thank you’ page.
Tracking through CRM
The final step in lead generation is to track the journey of the customer. It could be done using CRM and lead generation software that will read upon personalised and meaningful interactions.
YouTube as a platforms
YouTube ads are an effective way to lead your customers to your page and convert them. All you need is to post appropriate content and monitor the best-performing ones. With the most relevant content in place, the audience will surely give away their information. Make sure you arouse inquisitiveness in them through your content.
Remarketing
This is a way to reapproach the users who got to your page but did not convert. This provides the user with extra time to think about their interest in your product that they previously dropped off. This rejuvenates the relationship with the user in a way that they get persuaded politely to reconsider the offer.
On Facebook and Google, you can create a look-alike audience and target your ad to them. This means the audience sharing similar interests can be identified and targeted.
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