Lead Generation In Online Marketing

As the state of marketing has shifted from a cost center to a revenue-driver, modern marketers are now responsible for a larger percentage of the sales pipeline, fueling ROI, engaging potential customers and managing that relationship as the potential customer moves through the buyer journey. If you are an online marketer trying to adapt to these new pressures, here are three things you need to know.

  • What Is Lead Generation - Lead generation is the process of exchanging a piece of content for registration information that can then be entered into your marketing database. Usually, this type of content is in the form of an ebook, a white paper, a demo etc. Furthermore, this type of content tends to be directed towards members of a target audience and is directed at consumers who are in the educational stage of the buyer journey. As modern marketers, we often hear lead generation and demand generation being used interchangeably. While it is important to intertwine your lead generation and demand generation strategies, it is more important to keep these two strategies distinct. To clarify, demand generation is the practice of shaping your audience's perspective in order to create demand for your product or service. The purpose of lead generation is to feed your pipeline by creating demand for your content.
  • Lead Generation Strategies - There are many different tools and strategies that can help a modern marketer optimize their lead generation strategy; here are three.
    • Multi-Channel Distribution - Clearly, modern marketers are aware of the importance to distribute content across organic and paid channels. However, according to ContentPlus, "67% of Twitter users are more likely to buy from brands they follow than those the". This means as the current state of marketing continues to shift, it will become increasingly more important to distribute content across multiple channels (organic, paid and social).
    • Landing Page Optimization - A key factor in increasing your number of leads is being diligent in pairing a specific search term with your landing page's URL, title, sub-title and call to action(CTA). Furthermore, once a consumer lands on your page, you want to provide them with the mobility to operate through your site via your content resources center. This means your lead generation strategy must take into account integrating your marketing automation platform with your CMS platforms to provide a consistent look and feel. In short, optimized landing pages have specific URL's, titles and subtitles that match a particular demand signal/pain statement. Furthermore, the content is rich, educational and audience centric. Lastly, the CTA's are also catered to your audience, prompting them to take a course of action that is in THEIR best interest, as collecting their registration information is in YOUR'S.
    • Lead Nurturing - Once you have collected your visitors registration information (in exchange for your content via a specific CTA) you should have a marketing automation platform in place to nurture these new leads. According to MarketingSherpa, "79% of marketing leads never convert into sales. A lack of lead nurturing is the common cause of this performance." In order to ensure your sought after content is generating leads for you, it is imperative to have this content (ebooks, whitepapers, webinars, etc.) gated by specific CTA's that collect leads that can then be nurtured.

Whats missing? A top of funnel digital marketing solution that enables marketing teams to find and capture net new buyers, leverage existing content to to boost conversion rates, and report success across multiple channels. Insert Captora. Download our ebook to learn about lead generation in online marketing.

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