What is lead generation? If you have a shop, company or business, you have surely come across this term at least once. However, not everyone really appreciates how lead generation works and, above all, how to use it. It is a very powerful tool that allows you to generate new customers and identify the target most likely to buy your products.
We at We Are Fiber explain how to conduct lead generation and use the right tools to suit your needs.
Let’s start with the definition of lead generation: it is a marketing action aimed at creating a list of potential customers interested in your products or services. The process involves 3 steps: identifying interested people (leads), issuing proposals and offers able to capture their attention, and requesting that contacts become part of a database to complete the purchase.
Lead generation for companies has the great advantage of addressing a target genuinely interested in the products offered, therefore the conversion rate of visitors to buyers grows considerably. It is not so much the quantity of the audience reached that makes the difference, but rather the quality. Obviously, it is important to generate a high number of leads, but it is even more important to convert them into loyal customers.
Online lead generation has a wide range of tools available to allow for sponsoring and advertising products. The ultimate goal is to have the visitor release his/her data, and then the company can make contact at a later stage. The most popular tools on the web are: search engines, mailing lists, blogs, forums and, of course, social networks.
Examples of lead generation vary according to the channels used, but all must follow a path that involves 4 steps.
Firstly, the target must be defined, so that the research is focused and not too dispersed.
Subsequently, the lead magnet must be identified, implying valuable content capable of attracting the customer must be created, such as an e-book, a mini-course, an article, a video tutorial, etc.
The third step, which is one of the most important, involves generating traffic to the landing pages through paid promotion services. The most popular of these services are Google Ads and Facebook Ads. Since they require a substantial investment, it is of fundamental importance to establish the initial budget and create a targeted and prudent marketing campaign.
The last step is conversion, through which visitors transfer personal data, conveying that they are interested in receiving promotions, offers, information and news from your company.
Throughout this intricate process, We Are Fiber is constantly by your side, providing you with the right tools to identify leads and transform them into loyal customers.
Let’s delve into more detail and find out how best to use social media for your purposes. Lead generation with Facebook is probably the best move, as Mark Zuckerberg’s social network has a high number of active users and makes it simple to target potential customers. Data collection is quick and easy, so you can create targeted campaigns for consumers.
As previously mentioned, you must establish the budget you intend to invest to sponsor your ads and make them attractive and captivating in the eyes of your potential customers. After the first click that leads to the landing page of your site, the purchase and conversion become almost natural processes, if your products meet the preferences and needs of your potential customers.
LinkedIn, compared to Facebook, is a more professional social network.While it is primarily used for B2B, if used correctly, it can provide great satisfaction in the B2C market too. As with Facebook, it also depends a great deal on how you set up your lead generation strategies.
To intercept potential customers with certain characteristics, you need to use the platform Sales Navigator, a paid LinkedIn tool that uses a series of filters to identify the ideal target. Start with 2nd-degree connections using the “Relationship” filter, so as to immediately connect with people with whom you already have common contacts.
When applying the filters that interest you, it is also advisable to: check if your contacts have published anything in the last 30 days, so as to make sure that they are active; ascertain whether they have anything in common with you, such as connections, schools, companies, etc.; and determine if they already follow your company. This makes the loyalty process far easier.
A single answer cannot be given, since many variables need to be considered. Facebook offers a lower CPC (cost per click) than LinkedIn, and is perhaps more suitable for the B2C market. LinkedIn, on the other hand, is more advantageous if the market is intended for technical and professional customers.
To find out how to make the most of Facebook, LinkedIn, or both networks, get in touch with us at We Are Fiber.
We will help you choose the right strategies and most suitable tools to optimize your investment.
Contact us and together we will find the perfect strategy for your needs.
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