LGG Media

Lead Generation Services

Lead generation is the process of generating leads for your business. It can be created for various purposes such as list building, email list acquisition, and most importantly, sales leads. Lead generation comes from various sources such as the internet, phone calls, and advertisements. They can also be generated through social media platforms, such as Facebook, Twitter, Instagram, TikTok, YouTube, etc. 

We will show you how the combination of lead generation and lead management is often used to move leads through the purchase cycle to ultimately leave you with more sales.

Lead Generation Agency Canada

Why Lead Generation is More Important Than Website Traffic

Although website traffic is also important, it does not always mean that users convert into sales. You can have thousands of website visitors a day but only one conversion. Well, let’s change that! We want traffic that is filled with quality leads. A study showed that 65% of marketers say that improving their lead conversions is a key digital marketing priority. Understanding the purpose of your website is the first step in generating leads. 

While traffic on your website is extremely important it is even more important to turn those users into leads and move them through the sales funnel. We want to turn your visitors into customers!

B2C vs B2B Lead Generation

Lead generation works for both Business to Consumer and Business to Business strategies.

B2C Lead Generation

B2C stands for business to consumer. If you are a business looking to sell to an individual person and not a business then you are a B2C. Lead generation for B2C is based on finding people who are likely to spend money at your business. From here, you then engage with the lead and turn them into paying customers.

B2B Lead Generation

B2B stands for business to business. If you are a business looking to sell to another business then you are B2B. The end goal of a B2B lead generation is to create a consistent pipeline of high-intent prospects that turn into customers.

Types of Lead Generation

There are several different types of leads based on how qualified and what lifecycle stage they’re in.

Marketing Qualified Lead (MQL)

A marketing qualified lead is a contact who has engaged with your marketing efforts but are not ready to receive a sales call. An example of an MQL is someone who has performed a voluntary action such as submitting their contact information, adding an e-commerce item into a shopping cart, or repeatedly visiting a website.

Sales Qualified Lead (SQL)

A sales qualified lead is a contact who has taken actions to show that they are interested in becoming a paying customer. An example of an SQL is someone who directly wants your reply by filling out a form asking for your response.

Product Qualified Lead (PQL)

A product qualified lead is a contact who has previously used your product and now is interested in becoming a paying customer. An example of a PQL is someone who used a free trial or or a limited version of your product and now they’re interested in upgrading to a paid version.

These lead generation types of only a few that can help you create strategies to attract more potential paying customers.

Why You Need to Use Lead Generation Strategies

Lead generation starts a relationship between you and your potential paying customer. Using inbound marketing strategies such as lead generation will create an audience and convert those visitors into leads for your sales team. 

Creating a list of potential customers can be difficult completely organically and that’s where lead generation comes in. Lead generation can single handedly be the most effective way to grow your business. Without new leads, there is now customer growth which leads to stagnate business. Your business’ success depends on your ability to generate leads and then close those leads. 

What is the Lead Generation Process?

We have gone over what lead generation is and how important it is to grow your business. Now let’s go over how lead generation works and the steps we take through the lead generation process.

Step 1: Visitors

In this first step a visitor will discover your business through your marketing efforts which could be the website, social media pages, or advertisements.

Step 2: CTA

In this step your visitor will click on a Call-To-Action (CTA) which could be a button, image, or link that will encourage that website visitor to take an action on your site.

Step 3: Landing Page

In this step, the CTA will lead your visitor to a landing page which is typically designed to capture their information.

Step 4: Information

Once the visitor is on the landing page there will be a form where they can input their contact information (typically in exchange for an offer).

Now, you have your lead and their information!

Mediums Used for Lead Generation

Email

A study conducted in 2015 revealed that email is the most-used channel for lead generation. This is a great option for people who already know your brand and already signed up a product or service. Within your email your CTA will want to be eye-catching and compelling to grab your viewers attention.

Paid Advertising

You can use paid ads to get people to take action and visit your landing page. The ad you will be using has to be crystal clear in what you want the viewer to do (visit the landing page). Usually ads will have an offer attached to them to persuade the viewer to click.

Social Media

Social media has so many options for a user to open a landing page. There are actions such as bio links, swipe up on Instagram stories, Facebook buttons, etc. Using these multiple options to make a viewer/follower land on your landing page will increase your CTR.

Content

Creating content can be a great way to lead viewers to your landing page. Creating free information for website visitors can be very useful for you and the visitor. You will want your content to include CTA’s that are throughout your content. Ultimately, investing in good content can result in good leads.

Product Trials/Free Offer

It is true that everyone loves free stuff. It is also true that nothing is free because even though you offer a free trial or product, you’re still collecting a potential customer’s information. Once a prospect uses a product you can persuade them with additional offers.

Lead Nurturing

Lead nurturing is the process that involves regularly contacting the potential buyer to keep their information up-to-date. This step helps the Lead Manager to improve the customer’s knowledge and experience during the buying process. Some of the benefits of lead nurturing include:

  • Building your business’ reputation
  • Identifying your consumer’s needs
  • Obtaining important feedback

Lead nurturing can result in pushing a lead down a sales funnel to convert into a sale.

Analyzing Lead Generation Performance

To see the success of your lead generation, you will need the right metrics to analyze the outcome. Depending on the medium and strategy used, analyzing the outcomes to identify trends and patterns will result in greater understanding for future planning. There are several lead generation metrics that you can use to measure your success.

Click Through Rate (CTR)

The click through rate is calculated by dividing the number of clicks by the number of viewers. This measurement will help you understand what copy or CTA is most effective when converting an audience. 

Conversion Rate

Time to Conversion

Cost Per Lead

Biggest Lead Generation Mistakes to Avoid

If you’ve built the perfect marketing strategy but still not getting the results you want, you may be wondering what is keeping your campaigns from being successful. You may be making several lead generation mistakes that are creating holes in your lead generation efforts! Making any of these mistakes can cause you to waste your resources, money, time, and energy.

Buying Leads

Buying leads instead of creating them through your own channels can be quicker but less effective. You would be targeting individuals who did not sign up for your messages so it can be very intrusive and off-putting to them. This will result in not only a bad taste in their mouth of your company but also losing a potential sale.

Not Defining Your Target Audience

You want to create an ideal customer profile first to help focus your lead generation in the right direction. Targeting people who could have zero interest in your product is a waste of time and money. Find your perfect customer profile and then target the characteristics of that pretend customer.

Spreading a Limited Budget Too Thin

If you have a limited budget do not spread it over every channel at the same time. You do not want to use that little money on Social Media, Google Ads, Content, etc. but instead use it on one channel one at a time. This will create an interactive testing methodology for your marketing team to find which channel is working best for your business.

Poor Implementation

Whatever medium you’re using to target your customer has to be perfect. Creating poorly written marketing copy or a poorly designed ad will blow your chance at gaining a lead. Make sure the medium you’re using looks attractive and it is going to result in your viewer clicking the CTA.

Do You Need More Customers, Clients, or Leads?

Contact us today by clicking the button below. Our Digital Marketing Agency in Ottawa is ready to skyrocket your business ASAP!