How to launch e-commerce: basic services
The web offers a world of opportunities to launch a new business, and e-commerce is the new...
Do you want to expand your e-commerce business and win more customers? Then you need to understand what lead generation is and how it works.
Lead generation means having a well-structured list of contacts to provide useful content based on their purchasing needs and requirements. How can you encourage people to release information so you can offer products and services according to their preferences? In exchange for discounts, coupons, gifts, etc.
We Are Fiber is a company specialized in lead generation for e-commerce, who can provide professional support to give your business new impetus.
Click here to learn how you can use lead generation for e-commerce.
What is lead generation?
Lead generation is the process that creates a list of new potential contacts potentially interested in your product or service. You have to intercept the prospect, that is, the potential customer who has shown a specific interest in your business, through a well-defined strategy. The modern marketplace is saturated and highly competitive, so it pays to be innovative. The product that works today may not work tomorrow or can be undermined by a competitor.
The ultimate goal is to capture the simple visitor and turn him into a loyal customer
What is the e-commerce funnel?
How can you create a good lead generation strategy to increase the sales of your platform? By planning the most important steps, but first, it is necessary to deepen the concept funnel. In practice, you have to create a "customer journey," that is, a path capable of accompanying the customer from the beginning to the end of the purchase process. Initially, each person is an unknown contact, who must be converted into a buyer who then becomes a loyal customer.
The funnel is divided into three main phases:
- TOFU (Top of the funnel);
- MOFU (Middle of the funnel);
- BOFU (Bottom of the funnel).
The TOFU can be considered the funnel entrance, the phase in which the customer becomes aware of the product. You have to make the potential customer understand how that product can fulfill his needs.
After passing the first phase, the person continues his descent into the funnel and arrives at the MOFU. In this second phase, the visitor shows interest in the product or service of your company and starts collecting more information.
Finally, at the exit from the funnel, the BOFU, the visitor becomes a customer because they are interested in your product’s advantages.
Attraction and conversion: the two magic words of lead generation
Keep in mind one thing: during the funneling process, the dropout rate is quite high, but you don't have to worry about it. The important thing is to create a percentage, even minimal, of interactions aimed at selling your product.
The lead generation’s goal is to receive contacts and useful information about potential customers to draw up a specific and targeted strategy. However, in reality, nobody gives anything in exchange for nothing, so you have to find a strategy to "attract" visitors. This is done by creating equal exchanges. For example, you can request the email of a contact in exchange for information on your current discounts and offers. Or, if you have a running shoe e-shop, you can send a training programme in exchange for some information from your contact.
In the second phase, that of the conversion, you can create offers, discount codes, registrations to VIP areas with promotions, or send free products such as e-books, webinars, videos on demand or small gifts, etc.
When you have obtained different information about your customers, you can create buyer personas, a tool that provides a generalized representation of a product according to its target audience. In this way, you put the customer at the center of the project as you create effective strategies tailored to the needs.
What are the plans for lead generation?
Each e-commerce has its unique objectives, according to which it defines strategies to capture as many customers as possible. We Are Fiber supports you throughout this process, assisting you in developing the strategy that will make your business more productive and effective.
For example, a handy tool is email marketing, which allows you to send e-mail messages containing your latest promotions, products, offers, discounts, and your product’s noteworthy advantages in a targeted way. Emails are sent to prospective contacts who are already interested in your business, so you can be rest assured that they won't end up in the trash without being read. For example, if you send new mountain bike models or an article containing the new cycle routes in your city to an amateur cyclist, you can be sure that he will not trash the email without giving it at least a scan.
You also don’t want to send the same newsletters to everyone, so you will need an editorial calendar for your content. You can use specialized software to manage your publications, based on your established target audiences.
Lead generation is a fundamental step in building your e-commerce business, and we at We Are Fiber are experts in this technique and know just how to shape it according to each activity.
For a free consultation or to request more information,
Email: info@wearefiber.com
Telephone (It): +39 024 210 1122
Phone (UK): +44 203 870 4408