Benefits Of Lead Generation Trough Digital Marketing?
Now that we understand how we define leads we also need to understand what the benefits are for your organization. The easy answer is that without leads you are exceedingly unlikely to make a sale. The other explanation is that when you push lead generation through online marketing your reach is much wider and you are able to scale to wherever and whoever you want. For driving leads to your organization, we use digital marketing tools to scale.
Using digital marketing tools for lead generation creates the following 7 benefits:
- Creates brand awareness
- Increases sales and profit ratio
- Contributes to a positive ROI (return on investment)
- Allows you to target your desired audience
- Buyers get access to detailed information
- Allows you to collect data about your prospects
- It’s cost effective
Lead Generation Strategies
There are multiple lead generation strategies to use. We think there are two main strategies to follow for getting the leads: both inbound and outbound lead generation.
- Inbound lead generation for B2B.We collect the contact information from your potential client. This is driven by interest through marketing campaigns.
- Outbound lead generation for B2B.You purchase a contact list from third-party providers or scrap them from third-party websites and social media.
The difference between both lies in the quality of the leads. Inbound B2B leads are considered high potential while these people declared their interest in your organization. Outbound sales leads can be less qualitative so always check the reliability as well. At Digital Movers and De Wolven we focus ourselves on Inbound lead generation for B2B.
One of the strategies which we follow is the one of content marketing both through online and offline channels. Your potential client is always looking for getting more knowledge and interesting facts so therefor content can play an important role.
The Content Marketing Institute did a survey and found out that roughly 80% of companies use content marketing for their lead generation while SEO lead generation is used. SEO lead generation is one of the easiest and smartest ways to rank for the right keywords with good and attracting content.
Content can be used in three ways:
- For your website with SEO
- For outreach to interesting media
- For activation through various online marketing channels.
LEAD GENERATION STRATEGIES – CONTENT
Content for your website
When you are using a SEO lead generation strategy it is important that you start with good keyword research to understand where the need of your audience lies. This keyword research can exist out of two types of keywords: broad match keywords and high intent keywords. When you created this insight, it is important that you write both content for broader and narrower (with high intention) keywords.
We define four types of keywords in terms of intention and the way they search for it.
- Informational— when people are searching for random information (lowest intention)
- Commercial — when people are searching for product comparisons or reviews of specific items (medium intention)
- Transactional — when people are searching for specific items that they want to buy right away (higher intention)
- Navigational— when people are searching for a specific website or brand (highest intention)
For hitting the right audience, you need content for all phases so you can guide them through the process. Also creating content based on market insights can help you guide people to your website.
Content for outreach
By making content the driver for success it is important to use it in various ways and to various channels. One of the most important touch points for your B2B lead generation strategy is publications through PR. With The Wolven on board for driving leads we have a dedicated partner which is successful in writing and publishing the right stories for your audience.
It actually doesn’t matter whether you are a B2B company or a B2C company we always look for the right story to tell the right media that fits your audience. PR can be a great way to grow your business, but no one will respond to your press releases or media kits unless you have something truly meaningful to say. And the one thing that no one else has to offer besides you is the story of your company. From the CEO’s new corporate strategy to your latest product launch, the story of your company is always evolving. Telling this story is about providing an insight inside your company and taking your audience by the hand through your company.
Making sure that your organizations story is part of the lead generation strategy ensures your company to be visible in the right way and helps you build authority in the market. By publishing these stories through both online and offline channels will guarantee you the leads you are seeking for.
Content for activation through online channels
Content is king they say and that is true for both SEO lead generation but also for activating the content through online marketing channels like LinkedIn for example. We use, so to say “lead magnets” for this strategy.
A lead magnet is an offer that you can promote to prospective customers in exchange for their email address and perhaps other forms of information (such as name and phone numbers).
For example, we can push content to your target audience which we created in the content creation part for the website but we can also create other kinds of “magnets” which can be interesting for your target audience:
- Original researches
- Ready-made templates
By using activation tools like LinkedIn we are able to push content or “magnets” to your audience where we think they are relevant for conversion. Most of the time these materials are quite relevant for your audience although it costs a bit more time (and money) to set it up. Even though these are very important in generating B2B leads through a channel like LinkedIn. As mentioned, the sales cycles are longer for B2B compared to B2C so that’s why getting people’s email addresses is the best chance for building the relationship with your potential client after they leave your website. And the only way to do so is to offer some unique value with content.